The dimensions and metrics in Experience Analytics reports

Abstract

The Experience Analytics dimensions and metrics that developers and administrators can use to create reports.

Sitecore developers and administrators use dimensions and metrics when creating Experience Analytics reports.

Each report displays data for one dimension. The dimension determines how data is grouped in the report, for example, by geo IP location of the visitor or by campaigns triggered. The name of the report reflects the dimension, for example Locations, Campaigns, Assets or Goals.

The metrics determine what type of value or measurement the report shows. Some overview reports display data for multiple metrics, and you can toggle each metric on or off. For each detailed report, you select one metric from a set of options. The graphic part of the report displays the selected metric.

What the metrics measure depends on the dimension. For example, in the Campaign dimension, the Visits metric counts the number of interactions where a given campaign was registered.

When you create Experience Analytics reports, you can use the following dimensions in combination with a standard set of metrics to analyze the activity on your website:

Dimension

Definition

Asset

Marketing assets are the content that you use to attract contacts to your website and increase their engagement with your organization. If a marketing asset is a PDF, video, or other downloadable interactive content, you can use this dimension to track how frequently contacts download your marketing assets.

Asset group

An asset group is a taxonomic grouping that enables you to group marketing assets into related categories, for example, marketing collateral. If your marketing assets are downloadable or interactive content, you can analyze the data for asset groups as well as for assets.

Campaign

Campaigns are advertising initiatives designed to encourage people to visit a website and can appear in different media across a specific time frame. A contact can trigger several campaigns during an interaction, but the campaign dimension measures the first campaign that was triggered.

Campaign facet

A campaign facet is a customizable taxonomy tag that allows you to classify your campaigns into meaningful groups, for example, by geographic region or business unit. This dimension enables you to track how contacts interact with different types of campaign activities.

Campaign facet group

A campaign facet group organizes related campaign facets. You can use this dimension to track how contacts interact with campaign activities that have been tagged as belonging to this campaign facet group. From this group, you can drill down to campaign facets and their subgroups.

Campaign group

A campaign group is a way of classifying individual campaigns under a higher-level campaign group that contains multiple campaigns across different channels. The Campaign group dimension functions as a tag to identify the campaigns that belong to a particular campaign group. Interactions from every campaign are summarized at the campaign-group level. You can drill down from a campaign group to individual campaigns.

Channel

Channels are the marketing channels or traffic sources where the interactions on your website occur.

Channel group

Interactions from every channel in a channel group are categorized at the group level. You can drill down from channel groups to channels.

Channel type

By default, you can use two basic types of channels to interact with your contacts: online or offline. Interactions from every channel are summarized at the channel type level. You can drill down from channel type to channel group or channel.

City

Use the City dimension to analyze the interactions coming from different cities using Geo IP data.

Country

Use the Country dimension to analyze and compare the interactions of contacts coming from different countries using Geo IP data. You can drill down from country to region to city.

Device model

The Device model dimension enables you to you track how contacts interact with content from specific device models, for example, Samsung Galaxy Note10+ or iPad Pro.

Device type

The device type dimension measures how contacts interact with content from various devices, such as PCs, mobile phones and tablets. From here, you can drill down to device model.

Download

Use the downloads dimension to analyze the interactions where a file download occurred.

Entry page by item

An entry page by item is the first page a contact opens when visiting a website. Use the Entry pages dimension to analyze the activity of contacts that enter your website on specific entry pages.

Entry page by URL

An entry page URL is the URL of the first page of an interaction. Use the Entry page by URL dimension to analyze the activity of contacts that enter your website on a specific entry page URL.

Exit page by item

An exit page is the last page accessed when a contact leaves a website, signifying the end of an interaction/session. Use the Exit pages dimension to analyze the activity of contacts or visitors that leave your Sitecore website on specific pages.

Exit page by URL

An exit page URL is the last URL accessed when a contact leaves a website, signifying the end of an interaction/session. Use the Exit page by URL dimension to analyze the activity of contacts that leave your Sitecore website on a specific URL.

Goal

A goal is a specific activity (page event) on a website that indicates success to the site owner. For example, filling in and submitting a form could be a goal. Use the Goal dimension to analyze the goals achieved during interactions.

Goal facet

A goal facet describes different aspects of a goal that you want to track, for example, a category or description of related goals. This dimension allows you to track how often contacts convert on goals that have been tagged with a specific goal facet.

Internal search keyword

Internal search keywords are the words or phrases that a contact enters into the Search field on your website. This dimension is not case sensitive, so the interactions searching for "sitecore" and "Sitecore" appear in reports as "sitecore". The internal search keyword is triggered by the Search page event. Use the Internal search keyword dimension to analyze the actions and behavior of contacts that use different search keywords on your website.

Language

The Language dimension refers to the language that a contact chooses to view the pages on a website in.

The Language dimension tracks the language of the initial interaction, not the language of the individual web pages. For example, you can see how much value is generated by English content versus Danish content.

Outcome

Outcomes occur when a contact triggers a page event that is classified as an outcome. For example, placing an order is an outcome by default.

Page

The page dimension lets you analyze interactions according to which pages were viewed. For example, you can see which pages were often viewed during interactions with a high value per visit. Use the Page reports to analyze and assess the performance of your website pages.

Page by item

Page by item reports give you information about pages on your Sitecore website based on the underlying item.

Note

An item in Sitecore can have multiple URLs if it is used in multiple locations on your site.

Page by URL

Page by URL reports let you analyze how content is used based on its URL. This dimension provides a breakdown of the raw URLs requested by contacts (path and query). The dimension is not case sensitive, which means that, for example, /Products and /products are displayed in your reports as one URL: /products.

Pattern

A pattern is a way to categorize an interaction using predictive personalization. Use the Pattern dimension to analyze the behavior of interactions matched to patterns across all profiles. This dimension enables you to see which patterns have the most matches, which patterns do not have matches, or which have conversions.

Referring site

Use the Referring sites dimension to analyze the behavior of contacts coming to your website from an external website that contains a link to your website.

Region

Use the Region dimension to analyze the interactions coming from different regions using Geo IP data. For example, you can compare the behavior of contacts in interactions from different regions. You can drill down from region to city.

For each report, you can select one metric from a set of options. The selected metric is displayed in the graphic part of the report. Detailed reports contain a table with a fixed set of metrics.

The set of available metrics differs from one report to another, but is always a subset of the following:

Metric

Description

Visits

The total number of interactions, including website visits as well as interactions through other channels, such as EXM. One website visit comprises all the actions that a visitor takes from the moment they enter a website until the moment they leave.

Average duration

The average duration of interactions.

Value

The engagement value generated.

Value per visit

The average engagement value per visit.

Conversions

The number of times contacts have completed a goal that represents a measurable commitment.

Conversion rate

The proportion of interactions that result in a conversion. This is calculated as the total number of goals triggered divided by the number of interactions.

Time on site

The total duration of interactions.

Page views

The number of pages viewed.

Page views per visit

The number of page views per visit.

Bounces

The number of interactions where only one page was viewed.

Bounce rate

The percentage of interactions where only one page was viewed. This is calculated as the number of interactions in which only a single page is viewed, divided by the total number of interactions, multiplied by 100.

Outcome occurrence

The number of outcomes.

Count per visit

The number of downloads, goal conversions or outcomes per interaction.

Value per count

The sum of the engagement values achieved by all interactions divided by the total number of downloads, goal conversions or outcomes.

The following is an example of how the metrics apply in reports that use the channels dimension:

Metric

Description

Visits

The number of interactions from a given channel.

Average duration

The average duration of interactions from a given channel.

Value

The engagement value generated by interactions from a given channel.

Value per visit

The engagement value generated by interactions from a given channel divided by the number of interactions from the channel.

Conversions

The number of conversions from a given channel.

Conversion rate

The proportion of interactions from a given channel that result in a conversion. This is calculated as the total number of goals triggered divided by the number of interactions.

Time on site

The total duration of interactions from a given channel.

Page views

The number of pages viewed in interactions from a given channel.

Page views per visit

The number of page views per visit from a given channel.

Bounces

The number of interactions from a given channel where only one page was viewed.

Bounce rate

The percentage of interactions from a given channel where only one page was viewed. This is calculated as the number of interactions that originate from a specific channel and in which only a single page is viewed, divided by the total number of interactions from the channel, multiplied by 100.

Outcome occurrence

The number of outcomes in interactions from a given channel.