Path Analyzer glossary

The path from the entry page of a website to any other pages during a visit.

The end of both a visit and a path. A website visit ends when a contact closes the browser, navigates to another website, or times out.

A measurement that identifies if a path is worth continuing down to gain engagement value or if there is no additional engagement value that can be gained through optimization. If it is worth optimizing the path, exit potential indicates how much value a path could gain through optimization.

A path that shows the contact's entire visit from the entry page to the exit page.

A tree consists of nodes. All nodes, except for the Internet node, have a parent node and can have child nodes. Depending on the map type, a node can either represent a page (on a Page map), or a goal, or any other marketing attribute (channel, campaign, and so on). Each node has a unique numeric ID, name, and a GUID that corresponds to an item from the content database.

A part of Path Analyzer that shows you the entry and exit paths that surround a specific node. You can use the Page Analyzer to examine a selected path as well as view the contacts who had this path experience.

A sequence of nodes that correspond to the distinct paths that contacts take during a visit.

The node that is the first page in a path.

The average engagement value per visit on the path.

A Path Analyzer report shows the top paths in a specific category. You access reports from the Map overview pane. Each report identifies the most interesting paths in the currently selected map, based on the selected criteria. Up to 10 paths are available for selection in each category.

The following reports are available:

The root structure of a Path Analyzer map. All paths and nodes are a part of the Path Analyzer tree.

The first node in a tree that initializes analytics on a website. It is the start of the Path Analyzer tree but does not represent a page on the website. A tree root can have several path roots below it. An example of a tree root is the Internet, as contacts often enter a website from somewhere else on the Internet.

The series of actions performed by a contact from when they enter your website until they leave the website. A single contact may make multiple visits at different times. These are regarded as separate visits.

A metric that measures the value of a contact's actions on the website through engagement value points. You assign engagement value to actions such as downloads or purchases in the Marketing Control Panel. Visit value measures how efficiently a node generates value.

Visit value in the Path Analyzer provides you with insight into how contacts behave on your website, and the paths they take to achieve business critical goals. The more valuable the path, the more effective it is at getting contacts to convert on goals. Optimizing paths that have less visit value than anticipated can provide your company with increased contact engagement and generate value for your business.