Data Analysis With Reports and Analytics - 0716 PDF

Adobe Analytics
Data Analysis with Reports & Analytics
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Adobe Analytics: Data Analysis with Reports & Analytics
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0716
Table of Contents

Reports & Analytics User Manual: A Companion Document xi
Course Objectives xi
Earn Your Adobe Certified Expert (ACE) Designation xii
CHAPTER ONE
Introductions and Basics 1-1
An Introduction to Web Analytics 1-3
Why Web Analytics? 1-4
The Analyst’s Role 1-4
The Purpose of Web Analytics 1-5
The Process of Using Web Analytics 1-8

Step 1: Define and Measure KPIs 1-9
Quiz 1.1 1-11
Exercise 1.2: KBRs and KPIs 1-16
Step 2: Report 1-16
Step 3: Analyze 1-17
Step 4: Optimize 1-18
Step 5: Innovate 1-18
Quick Quiz 1.3: Reporting 1-20
Quick Quiz 1.4: A Manager’s Suggestions 1-21
Quick Quiz 1.5: An Analyst’s Great Idea 1-21
CHAPTER TWO Reports & Analytics Basics 2-1

What is Reports & Analytics? 2-2
How Reports & Analytics Collects Data 2-2
Metrics 2-5
Line-item and Metric-based Reports 2-5
Report Suites 2-6
Quiz 2.1 2-7
Breakdowns 2-7
Segmentation 2-8
Sign in to the Adobe Marketing Cloud 2-8
Menu Navigation 2-10
Class Exercise 2.2: Logging Into Reports & Analytics 2-10
Table of Contents iii

CHAPTER THREE Exploring the Reports & Analytics Interface 3-1
My Recommended Reports 3-2
Exercise 3.1: Site Overview 3-4
Running Default Reports 3-6
Class Exercise 3.2: Run a Report in Reports & Analytics 3-7
The Report Structure of Reports & Analytics 3-7
Adding Metrics to Reports 3-10
Default Metrics 3-13
Report and Metric Definitions 3-14
Searchable Report Navigation 3-15
Class Exercise 3.3: Configure a Report in Reports & Analytics 3-15
Running Custom Reports 3-15
Adobe Marketing Cloud Menu 3-16

Components Menu 3-17
Admin Menu 3-18
Help Menu 3-19
Exercise 3.4: Use the Knowledge Base to find answers (all together now!) 3-22
Exercise 3.5: EnterpriseTV 3-22
CHAPTER FOUR
Reports & Analytics Metrics and Reports 4-1
The Process of Running Reports 4-2
Introduction to Dashboards 4-2
Reports & Analytics Metrics 4-3

Metrics in Reports & Analytics 4-4
Types of Metrics 4-4
Metric Availability 4-5
Metrics in Metric-based and Item-based Reports 4-5
Current Data 4-6
Page View 4-8
Visit 4-8
Quiz 4.1: How Many Visits? 4-9
Time Spent 4-10
Unique Visitor 4-11
Quiz 4.2 4-13
Exercise 4.3: Run a Traffic Metrics Report 4-13
Exercise 4.4: Add Traffic Metrics to a Pages Report 4-14
Entries Metric 4-14
Exits Metric 4-14
Single Access Metric 4-15
Story Problem 4.5: Campaign Landing Page Bounce Rate 4-16
We capture these metrics in another system. Where is the Value? 4-17
Calculated Metrics 4-18
Key Metrics 4-19
Exercise 4.6: Run a Conversion Metrics Report 4-19
Exercise 4.7: Relationships Between Metrics 4-19
Participation Metrics 4-20
Anomaly Detection 4-22
iv Data Analysis with Reports and Analytics Training Student Workbook
Contribution Analysis 4-24
Real-Time Reports 4-28
Story Problem 4.8: Page Effectiveness 4-30
CHAPTER FIVE Visitor Acquisition 5-1

Traffic Sources 5-2
Search Engine Reports 5-2
Search Keywords Reports 5-3
Exercise 5.1: Top Searches 5-4
Story Problem 5.2: Natural Keywords Broken Down by Products 5-4
Referring Domains vs. Original Referring Domains 5-6
Referrer Type 5-6

Exercise 5.3: Run a Traffic Sources Report 5-7
Campaigns Reports 5-8

The Tracking Code 5-8
Exercise 5.4: Campaign Reports 5-9
Exercise 5.5: Campaign Conversion for JJ Esquire Clothiers 5-9
Custom Campaign Reports 5-10
Marketing Channels 5-10
Custom Traffic and Conversion Reports 5-12

A Note about Traffic and Conversion 5-12
Custom Example 5-12
Quiz 5.6 5-13
Exercise 5.7: Campaign Reports 5-13
Story Problem 5.8: Campaign Channels 5-14
Introduction to Dashboards 5-15

Adding a Report to a Dashboard 5-16
Exercise 5.9: Adding a Site Metrics Reportlet to a New Dashboard 5-18
Exercise 5.10: Add a Visitor Acquisition Report To a Dashboard 5-18
CHAPTER SIX Visitor Identification and Segmentation 6-1

Objectives 6-2
GeoSegmentation Reports 6-3
Exercise 6.1: Run a GeoSegmentation Report 6-5
Exercise 6.2: GeoSegmentation Conversion 6-5
Technology Reports 6-5
Exercise 6.3: Run a Technology Report 6-7
Additional Visitor Profile Reports 6-7
Story Problem 6.4: Technology Reports 6-8
Exercise 6.5: Custom Visitor Identification and Segmentation 6-10
Story Problem 6.6: The Intranet Knowledge Base 6-10
Story Problem 6.7: Income Level 6-10
Quiz 6.8 6-11
Exercise 6.9: Adding a Visitor Identification &
Segmentation Report To a Dashboard 6-11
Table of Contents v
CHAPTER SEVEN Visitor Activity and Content Consumption 7-1
Conversion Events 7-3
Site Content Reports 7-4
The Pages Report 7-4
Exercise 7.1: Configure the Pages Report 7-7
The Site Sections and Servers Reports 7-7
Hierarchies 7-8
Downloads and Exit Links 7-9
Exercise 7.2: Time Spent per Site Section 7-10
Story Problem 7.3: Media Site Page Consumption 7-10
Mobile Analytics 7-11

Why Mobile 7-11

How Mobile Works 7-12
Mobile Reports 7-12
Tracking Mobile Devices in Regular Reports 7-15
Exercise 7.4: Breaking Down Mobile Reports 7-16
Path Analysis and Reporting 7-17

Next Page Flow Report (graphical) 7-17
Next Page Flow Report (tabular) 7-18
Next Page Report 7-19
Previous Pages Reports 7-19
Story Problem 7.5
Father’s Day Microsite 7-20
Identifying Paths of Interest 7-20
Step 1: Define the Conversion Path 7-20
Step 2: Run Detailed Analysis 7-21
Step 3: Look for Problem Areas 7-22
The Fallout Report 7-22
Story Problem 7.6: Examine Key Paths with the Fallout Report 7-25
Path Length 7-28
Page Summary 7-28
Entry Pages 7-29
Exit Pages 7-30
Single Page Visits 7-30
Exercise 7.7: Exit Pages 7-30
Step 4: State Your Hypothesis 7-30
Step 5: Test your Hypothesis 7-31
Quiz 7.8 7-31
Product Reports 7-32

Other Products Reports 7-33
Exercise 7.9: Products Reports 7-35
Video Reports 7-36

Video Metrics 7-36
Video Variables 7-38
Video Paths 7-38
vi Data Analysis with Reports and Analytics Training Student Workbook
Custom Example: Internal Search Terms 7-39
Custom Example: Internal Campaigns 7-40
Exercise 7.10: Run an Internal Search Terms Report 7-40
Story Problem 7.11: Retail Site Internal Search 7-40
Story Problem 7.12: Time Parting 7-41
Quiz 7.13 7-42
Exercise 7.14: Adding Visitor Activity & Content Consumption
Reportlets to a Dashboard 7-42
CHAPTER EIGHT Visitor Retention and Growth 8-1

Visitor Retention Reports 8-3
Return Visits 8-3
Daily Return Visits 8-4

Visit Number 8-5
Sales Cycle Reports 8-6

Unique Customer Reports 8-6
The Customer Loyalty Report 8-7
Exercise 8.1: Visit Number 8-8
Quiz 8.2 8-8
Story Problem 8.3: Media Site Visitor Retention 8-9

Custom Report Example: New & Repeat Visitors Report 8-10
Exercise 8.4: Adding Visitor Retention and Growth Reports To a Dashboard 8-11
CHAPTER NINE
Customizing Your Reports 9-1
Understanding Reports & Analytics Graphs 9-3
Graph Types in Reports & Analytics 9-4
Graph Options by Report Type 9-6
Reports Trending One Item 9-6
Reports Trending Multiple Items 9-7
Exercise 9.1: Graphs in a Metric-based Report 9-8
Stacked Graphs 9-9
Exercise 9.2: Stacking Line Items to Analyze a Test Market 9-10
Ranked Reports 9-10
Stacked Bar Charts on Ranked Reports 9-12
The Pie Chart 9-12
The Scatter Plot Graph 9-13
The Bubble Graph 9-13
Exercise 9.3: Graphs in an Item-based Report 9-15
Story Problem 9.4: Email Product Advertisement 9-16
Story Problem 9.5: Stacked Graphs 9-16
Story Problem 9.6: Weekdays vs. Weekends 9-17
CHAPTER TEN Calculated Metrics 10-1
Table of Contents vii

Getting Started with Calculated Metrics 10-2
Prebuilt Calculated Metrics in the Conversion
Funnel Reports 10-2
Exercise 10.1: Run and Configure a Custom Events Conversion Funnel Report 10-3
Creating a Calculated Metric 10-4

Accessing the Calculated Metric Builder 10-4
Metric Type 10-5
Allocation 10-6
Understanding Calculated Metrics in Reports 10-6
Exercise 10.2: Create a “Registrations per Visit” Calculated Metric 10-7
Segmented Metrics 10-8
Creating Metrics without Implementing 10-9
Functions 10-9

Exercise 10.3: “Filtered Revenue per Visit” Calculated Metric 10-10
Exercise 10.4: Standard Deviation 10-11
Exercise 10.5: Removing Old Calculated Metric 10-12
Managing Calculated Metrics 10-12
Calculated Metrics Examples 10-13
CHAPTER ELEVEN Report Breakdowns 11-1

Two Kinds of Breakdowns 11-2
Traffic and Conversion is Separate 11-2
Making a Breakdown 11-3
Breakdown Availability 11-6
Exercise 11.1: Breakdown Traffic Reports 11-6
Exercise 11.2: Conversion Breakdown Report 11-7
Story Problem 11.3: Breakdown Conversion Reports 11-7
Story Problem 11.4: Hotel Bookings on our Travel Site 11-7
CHAPTER TWELVE Segmentation 12-1

Types of Segments 12-2
Primary Types of Segmentation 12-2
Segmentation Example: Splitting Up the Traffic 12-3
Unified Segmentation 12-4
Segmenting Reports 12-5
Applying Segments to Reports 12-7
Comparing Segments 12-8
Segment Rights 12-8
Building Segments 12-8
Defining a Segment 12-10
Segment Manager 12-14
Publishing Segments 12-15
Exercise 12.1: Building a One-Time Big Purchase Visitor Segment 12-16
Exercise 12.2: Building a One-Time Big Purchase Visit Segment 12-16
Exercise 12.3: Building a Visitor Purchase Segment 12-16
Story Problem 12.4: Understanding New Segments 12-16
Exercise 12.5: Site Sections 12-16
viii Data Analysis with Reports and Analytics Training Student Workbook
Exercise 12.6: Pages 12-17
Exercise 12.7: Fallout Report 12-17
Exercise 12.8: Two Visit Types 12-17
Exercise 12.9: Campaign for Two Age Groups 12-17
Exercise 12.10: Purchase Visits 12-17
Exercise 12.11: Nested Visitor Container in Visit Container 12-18
Exercise 12.12: Conversion and Demographics 12-18
Exercise 12.13: One Last Segment 12-18
Exercise 12.14: Removing Custom Segments 12-18
Analysis Workspace 12-19
CHAPTER THIRTEEN Adding Context to Your Reports Using Targets,

Calendar Events and Alerts 13-1

Targets 13-2
Creating New Targets 13-2
Exercise 13.1: Create and Run a Target Report 13-6
Exercise 13.2: Removing Old Targets 13-6
Calendar Events 13-7

Exercise 13.3: A Calendar Event for Media Content Updates 13-9
Exercise 13.4: Removing Calendar Events 13-9
Alerts 13-10
Setting Up an Alert 13-10
Exercise 13.5: Create an Item-based Alert for a Traffic Sources report 13-13
Exercise 13.6: Removing Old Alerts 13-13
CHAPTER FOURTEEN Report Retrieval and Distribution 14-1

Saving Reports 14-3
Downloading Reports 14-4
Exercise 14.1: Downloading a Report 14-5
Bookmarking Reports 14-6

Setting up the Report for a Bookmark 14-6
Saving the Bookmark 14-7
Accessing a Saved Bookmark 14-8
The Bookmark Manager 14-8
Custom Reports 14-10
Mobile Access to Adobe Analytics 14-10
Exercise 14.2: Bookmark a Report 14-11
Exercise 14.3: Removing Old Bookmarks 14-11
CHAPTER FIFTEEN Distributing Reports 15-1

Getting the Data to Decision Makers 15-2
Copy Graphs 15-2
Link to This Report 15-3
Emailing and Automating Reports for Delivery 15-3
Table of Contents ix
Advanced Report Options 15-5
Digital Signature 15-6
Advanced Scheduling Options 15-7
Scheduled Reports Manager 15-9
Exercise 15.1: Scheduling a Report for Delivery 15-10
Exercise 15.2: Managing Scheduled Reports 15-10
Publishing Lists 15-11
The Data Extract Tool 15-12
Exercise 15.3: Define a Data Extract 15-14
Story Problem 15.4: Bank Self-Service Transactions 15-15
CHAPTER SIXTEEN Reports & Analytics Dashboards 16-1

Class Practice 16.1: Adding Custom Reportlets to the Dashboard 16-2

Class Practice 16.2: Interpreting the Reportlet 16-4
Editing Reportlets 16-5
Adding Pages 16-5
Removing Reportlets 16-5
Moving Reportlets and Arranging Dashboard Pages 16-6
Changing Dates and Segments 16-8
Types of Custom Reportlets 16-8
Exercise 16.3: Create Custom Reportlets 16-13
Managing Dashboards 16-14

Dashboard Landing Page 16-14
Sharing Dashboards 16-15
Pushing Dashboards to Users (Admins only) 16-16
Copying Dashboards 16-17
Deleting Dashboards 16-18
Scheduling Dashboards for Automatic Delivery 16-18
Publishing Widget (Admins only) 16-18
Exercise 16.4: Creating Dashboards for Geometrixx Clothiers 16-20
Exercise 16.5: Removing Dashboards 16-20
CHAPTER SEVENTEEN Analysis Workspace 17-1

Accessing Analysis Workspace 17-2

Project Components 17-4

Date Range Builder 17-6

Creating Reports with the Freeform Panel 17-7

Placing Components 17-11

Curate Project Components 17-13

Visualization 17-14

Cohort Analysis 17-16

Course Summary
17-19
APPENDIX Answers to Select Exercises A-1
x Data Analysis with Reports and Analytics Training Student Workbook

Introduction
Data Analysis with Reports &

Analytics Course Introduction
Welcome
Welcome to the Data Analysis with Reports & Analytics Student Workbook. You
should use this manual in conjunction with the Data Analysis with Reports &

Analytics training course, not as a standalone training resource. However, after
attending a class, returning often to this manual as well as the online training
resources will help you become more expert at using Reports & Analytics and other
products from the Adobe Marketing Cloud.
The Data Analysis with Reports and Analytics Manual: A

Companion Document
This student workbook is not meant to give you information about every button, link,
and option in the Reports & Analytics interface and tools. Instead, it provides
explanations, examples, and business solutions that will best help you maximize your
use and ROI of Adobe Marketing Cloud products. Download and refer to the Data
Analysis with Reports & Analytics Manual as a companion document, which explains
how to use the interface, tools, and features discussed. It is available for download in
the Reports & Analytics interface on the Help page.
Course Objectives
• Explain the process of using Web analytics
• Generate and modify reports to answer business questions
• Conduct path analysis
• Break down reports by other reports
• Segment reports using Predefined and Custom Segments
• Create Targets and Calendar Events to add context to reports
• Save reports for easy retrieval, sharing, and distribution
• Distribute reports to those who need the data
• Create and share report dashboards
Introduction xi
Earn Your Adobe Certified Expert (ACE) Designation
Differentiate yourself in today’s competitive job market, broaden your employment
opportunities by displaying your advanced skills, and put your expertise to the test.
This course will assist you in preparing for the ACE: Reports & Analytics exam.
For exam details and registration, visit: http://training.adobe.com/certification.html
xii Data Analysis with Reports and Analytics Training Student Workbook
Section One
Introductions and Basics

This first section starts off with a chapter on what Web Analytics can do for your
organization and how you can use it to optimize your site and your site’s marketing.
This is important, of course, to create a frame of reference — even a purpose — when
you start using Reports & Analytics.
Chapter 2, “Reports & Analytics Basics,” discusses Reports & Analytics and how it
collects data, and how all the magic happens that creates those great reports (by which
you take action). The third chapter in this section introduces you to the interface and
shows you where to find the tools you need, including those that run, customize, share
and distribute reports.
The chapters in this section are as follows:
Chapter 1: An Introduction to Web Analytics

Chapter 2: Reports & Analytics Basics
Chapter 3: Exploring the Reports & Analytics Interface
1-1
1-2 Data Analysis with Reports and Analytics Training Student Workbook
Chapter One
An Introduction to Web Analytics

Overview
To understand the Web analytics tools in Reports & Analytics, it is important to know
the answers to these questions:
• What is Web analytics?

• Why do we use Web analytics?
• How do we use Web analytics?
This chapter will introduce you to Web analytics, its importance, and basic definitions
that will be used throughout this manual.
Objectives
At the end of this chapter you will be able to
• Define Web analytics

• Describe the purpose of Web analytics
• Explain the process of using Web analytics
1-3
Why Web Analytics?
Why Web Analytics? How can this help you? The purpose of Web Analytics is to
understand your online presence so you can:
• optimize your site

• optimize your marketing
• …or both…to increase conversion
CONVERSION
Web Analytics is the measurement and analysis of site traffic and conversion used to
understand visitor behavior in order to optimize the site (conversion processes,
navigation, campaigns, aesthetics, and so forth).
The Analyst’s Role

A great analyst:
• Uses Reports & Analytics reports to learn about how and improve site
navigation, content, aesthetics, and conversion processes to increase conversion
• Uses Reports & Analytics reports to learn from past marketing efforts and
works to improve future campaigns to increase conversion
How Do Analysts Optimize?

A great analyst:
• Recommends site or marketing changes based on their analysis of reports

• Implements changes or recommends changes to those in authority to do so
How Do Analysts Make Their Case?
A great analyst gets things done:
• Speaks in terms that managers understand: the monetary value of onsite

behavior
S cenario One:
Analyst: “We can increase Page Views by 5% by sending out a weekly newsletter just
before content updates.”
Manager: “That sounds great, but I’m very busy with other projects. Let’s work on that
later.”
Scenario Two:

Analyst: “We can increase Page Views by 5% by sending out a weekly newsletter just
before content updates which, by my estimates, would increase our advertising revenues
by about $200,000 per week.”
Manager: “That’s sounds great! When can we implement your idea?”
The Purpose of Web Analytics

Why use Web analytics? Depending on your organizational role, the answer to this
question will vary, but at a minimum, the answer is one of the following:
• To optimize your site
• To optimize the marketing for your site
That’s what it all comes down to: Convincing more of the right people to come to your eb analytics
w
site, and then helping them to complete the task that generates successful results. the measurement and
analysis of site traffic
This is really the goal of any business, whether you are a brick-and-mortar retail store, and conversion, used
to understand visitor
traditional media outlet, or online retailer or media outlet. The goals are the same; the
behavior in order
difference is using Web analytics gives online entities a level of customer examination
to optimize the site
that traditional counterparts could only dream of.
(conversion processes,
navigation, campaigns,
aesthetics, and so
forth).
Chapter One: An Introduction to Web Analytics 1-5

For example, imagine you are the manager of a brick-and-mortar clothing outlet.
Many such stores conduct a degree of analysis to help them understand which
products to put on sale, how to set up the store, and where their entrances and location
should be. But what if your store could track every customer that walked in? Not only
which entrance they used, but what store they last visited, who referred them to your
store, what ad brought them in, and how many times they visited?
Then, what if you could see every path every customer took through your store and
how the paths affected the sale of certain products? In fact, not only the sale of the
product, but every product they looked at? Did they look back and forth between the
blue shirt and the black shirt? Did they consider buying a belt with their pants? How
many times did they look at the shoes before buying them?

TIP: Make sure your What if you could also track the people who did not buy anything and see where, in
analysis is focused their conversion process, they left the store? How much more effective could your
on making changes to your store be if you were to make changes to product merchandising, store layout, or your
Web site or marketing. The advertising to influence more shoppers to buy? And would it not be great to be able to
entire point of collected data use the information gathered (from a person’s visit) to send them a specific invitation,
with Reports & Analytics is letting them know the item they looked at (but didn’t buy) is now on sale?
to optimize. Are you making
recommendations on how
This is the kind of power that Web analytics puts in your hands.
to improve your Web site
or simply just creating and
sending reports to stakeholders
Consider another example: You are the president of a television network.
with no insight? Make sure you
do the former, using the reports
as a foundation to make
decisions based on the data.
Networks track the sampled ratings of shows so they can accurately charge for
advertising time. But what if you could track everyone who watched your station?
What if you knew who told them about your station or which advertising campaigns
were responsible for getting them to watch? What if you could track all of your viewers’
habits, including which shows they watch, how long they watch them, and which
segments of the show are viewed? What if you could analyze why and when they
flipped to another station? What if you could examine every commercial aired and
which ones resulted in viewers engaging with the advertisers? How much more
effectively could you track what to air and what to charge advertisers?
Again, this is the level of detail and granularity that Web analysis allows. The Web
allows online entities to track and examine customers and clients so they can optimize
their sites and advertising. No matter what the company’s criteria for success, it can
target and measure its level of success — and what affects it — more precisely than
ever before.

The Process of Using Web Analytics
Hopefully, now you understand the great potential that is at your fingertips when you
decide to use Web analytics to optimize your Web site and marketing. The next
obvious question is, “How do you actually use Web analytics?” Although much of the
rest of this manual will cover the different aspects of how to “do” or “understand”

Web analytics, it is important to know the overarching process of actually applying
Web analytics before covering the more detailed elements of data collection,
terminology, and applications.
The process of using Web analytics includes the following steps:
1. Define and Measure KPIs

2. Report
3. Analyze
4. Optimize
5. Innovate
Innovate
Measure
Optimize
Report
Analyze
You should use these steps over and over again to optimize your site. This manual
briefly covers each step. As you read this information, and as you use Reports &
Analytics reports, remember this cycle. Imagine how you can apply it to your
organization to meet and exceed business goals.
Step 1: Define and Measure KPIs
This is this first step and arguably the most important. This is where you identify
what kinds of things you want to measure, or what things are most important to you.
These are typically called, “Key Performance Indicators (KPIs).”
KPIs should not be determined after the Implementation of Reports & Analytics
code. Determining what should be measured is in fact part of the Implementation
process. If you are not a coder, fear not! Adobe code is not a difficult concept to grasp
and learning a little bit about it can go a long way to help you speak intelligently with
your IT group. Both analysts and IT have a vested interest in the success of a good
Reports & Analytics Implementation. Make sure both analysts and IT participate
together in the implementation process. For more information about this, please see

the associated chapters in the Reports & Analytics Implementation Training Student
Workbook for methods and best practices.
As you become more familiar with the amount of data being stored, and the sheer
number of reports available, it is easy to be overwhelmed. Consider the following
graphic:
TIP: Before you send

a report, know your
audience. Do not overwhelm
your recipients with data they
do not need. If your recipients
do not have access to Reports
& Analytics, find out what
information they need to make
informed decisions. Consider
You probably have many different people in your organization looking for different
sending your recipients a
kinds of data about your Web site.
customized Dashboard report.
For example, executives may just want a high-level overview of how the Web site is
performing. Partners need information specific to their data. Your IT or Web team
needs information on how the site is performing, how the navigation is used, or what
content is being viewed. The Marketing folks want to know how their efforts are
paying off, and if the people clicking through on their creatives are also converting on
the site.
All of these groups, if looking at the entire data set available in Web analytics, are
drowning in data, but still thirsty for their own information. How do they extract
their own information from a mountain of data? Users need a way to extract the exact
data they need in an understandable format.

A KPI Analogy
In order to understand KPIs and what kinds of numbers receive this designation, it
might help to consider the analogy of a new car.
For many people, looking under a car hood is a reminder that they do not understand
what particular components actually DO. They may not be able to identify parts by
name, let alone assess their level of functionality or efficiency.
However, in order to drive your car effectively, you do not really need under-the-hood
expertise. You have a set of KPIs inside the car on the dashboard (coincidentally
TIP: Focus on the
reports that really discussed later, in terms of Reports & Analytics dashboards).
matter. Which ones are those?

Those are the reports that
affect your driving decisions
(for example, influence you to
optimize by making appropriate
changes to your Web site and
marketing).
Key Business Requirements

KPIs are the measurements that help you know if you are meeting your Key Business
Requirements. The Key Business Requirement (KBR) of the automobile is to transport
you safely to your destination in a timely manner. Car gauges are important because
you, as the driver, need to monitor them closely. Alarming gauge readings cause you
to ACT. This is really what puts the “K” in KPI. What makes performance indicators
“key” is they elicit action. In a car, that means if the fuel gauge is on “E,” you find a gas
station so you can meet the automobile’s KBR: arrive at your destination in a timely
manner (you might be late, for example, if your car ran out of gas on a deserted road
because you ignored the KPI known as the fuel gauge). On a Web site, a top-performing
batch of content can cause you to highlight that content and try to draw in more
people to see it or interact with it.
Another Car Example

Suppose your Key Business Requirement is to “Drive to work in 15 minutes or under.”
What kinds of KPIs might you collect in order to tell if you are on track? Perhaps you
would measure things such as:
• Speed (careful!)
• RPMs
• Time (clock)
• Fuel Gauge
A Health Example
Let’s take another common example dealing with health. Let’s suppose our goals or
KBRs are to lose weight and to lower cholesterol. What kind of measurements or KPIs
do you need to know if you’re on track? Perhaps you need measurements such as:

• Weight in pounds/kilograms/stone (trended over time)
• Total HDL and LDL Cholesterol and Triglyceride levels in milligrams per
deciliter of blood (trended over time)
Is this starting to make sense? If I don’t weigh myself regularly, I won’t know whether
I need to adjust my diet to lose weight. In the same manner, you need to measure
Traffic and Conversion on your Web site and take action based on the numbers. If
Page Views per Visit on your Media Site dips, by understanding what type of content
brings more Page Views per Visit, you can optimize your site.
Quiz 1.1

1. True or False: My organization has defined business objectives and Key Performance
Indicators.
a) True
b) False
2. What is one of your Key Performance Indicators? (Short answer)
3. How do I explain optimization to my boss? (It’s what I’m doing with R&A.) (Short
answer)
Defining Key Performance Indicators

Now that you understand the importance of KPIs, you need to know how to define
them. How does a person know what their KPIs should be?
All too often, when a client and Web analytics vendor first meet to discuss analyzing
a site, the conversation is as follows:
Client: “What should I track?”

Vendor: “Well, what do you want to track?”
Client: “I’m not sure. What do you think I should track?”

Vendor: “I don’t know. What do you think you want to track?” (and so on)
Why is it the client doesn’t know what to track? Many times it is because the client
does not know what his or her KBRs are. In other words, the client does not have a
good grasp of the purpose and goals of the Web site. KPIs are the measurements that
tell us if we are nearing our Web site goals. If the Web site never had any goals or
defined purpose (KBRs) then certainly we can understand why the Client would not
know what to measure (which is why the Client asks the Vendor what to track).
Have you found yourself asking this question? If so, ask yourself, “What is the end
goal of our Web site? What are all of the things that we want people to do on the site?
Why do we want them to do those things? What should we measure to see if people
are doing whatever it is that we want them to do?” These measurements are your KPIs.

KPIs can be defined by backing up and following a process that includes the following:
1. Define your company and business unit Web site goals (KBRs).
2. List any “success events” that help you reach those goals.
3. Identify the kinds of numbers that help you measure how you are doing on
these goals.
Following these steps can ensure you are tracking and analyzing the right numbers.
The following paragraphs explain each of these three steps.
Define Web Site Goals (Key Business Requirements)

Every organization that has a Web site has goals for that site—a reason that they
created the site in the first place. These goals, called Key Business Requirements
(KBRs), vary greatly by industry, type, and individual site. However, many of the same
kinds of businesses share similar goals.
For example, if you have an eCommerce site, you probably share some of the same
goals with all other eCommerce sites: To get people to buy stuff. This overarching goal
of your site can even be broken down into smaller goals, such as convincing people to
look at items, put them in a shopping cart, perform a checkout, provide shipping and
billing information and, of course, complete the purchase.
As another example, your site might not sell anything directly to the public, but you
might be trying to get qualified leads, so you can send out salespeople to close a larger
sale of goods or services. In this case, your Web site goal is to get as many qualified
visitors as possible to complete a lead form, so you can contact them. This can also be
broken down into smaller goals, such as starting the form and completing the form.
You get the picture.
In addition to defining your company’s Web site goals, you must take the time to list
goals specific to your own business unit. These directly affect the rest of this process,
and are typically defined by your responsibilities in relation to your company’s goals.
For example, if you are the Marketing manager, you probably care about the different
campaigns that you launched to attract the right visitors to your site. You will have
very different goals from the IT manager, who is more concerned about browser types
and other such things. Therefore, first take the time to list out your goals and make
sure they lead to your company goals.
So what can I do with it?

Key Business Requirements define the reason your Web site exists. If
you struggle with these definitions, it’s time to have a long meeting to
discuss what you want to accomplish with your Web site. Once these
KBRs are defined, your KPIs will be much easier to define.
List Your Conversion Events

Now that you have defined business unit and company goals, think about visitors’ c onversion
actions or activities on your site that help lead to those goals. All Web sites exist to When a visitor
completes an action
persuade visitors to take action of some kind. This action could be a purchase, filling
or process that you
out a form, or even just looking around as much as possible. Here are a few examples
want them to complete
of goals for different Web site types:
on your site. It is also
• Retail: Product View, Checkout, Purchase known as a success
• Media: Subscription, Contest Sign-up, Page View, Video View event or conversion
• Finance: Application Submission, Login, Self-Service Tools Usage metric.
• Travel: Booking (purchase), Internal Campaign (click-through), Search (pricing
itinerary)
• Telecommunications: Purchase, Leads, Self-Service Tools Usage
• High Tech: Whitepaper download, RFP, Form Completion, Support Requests
• Automotive: Lead Submission, Request a Quote, Brochure Download
These desired site activities or conversions are called “success events” in Reports &
Analytics. Take the time to write down the success events you are trying to persuade
people to do, and break them down into the smaller goals, as discussed in the previous
section. From these, create your KPIs.
Identify Your KPIs

k ey performance
When you are defining KPIs, try to identify the numbers that help you determine
indicator
whether visitors are reacting the way you want them to, and then prioritize those
The metrics and
success events. Your KPIs can be the overall number of success events or even the measurements that tell
percentage of visits that result in that success event (commonly called a “conversion report consumers if
rate”). The following table shows a KBR mapped to two success events, and then lists they are meeting their
some KPIs that show how many visitors converted. These are very common KPIs. KBRs or key goals.
This chapter also includes a list of common KPIs per site type.
KPIs are not always a conversion rate. You’ll notice in the table the sum of all
Purchases and the sum of all Cart Additions can also be KPIs.

You can use a table like the one above to map out your business goals, success events,
and KPI. The format of this mapping doesn’t matter, of course. You can simply write
them out, as in the following example:
• Key Business Requirement: Persuade visitors to log in and apply for loans
through an online application process
• Success Events: Log in (or create new login), start application form, complete
application form
• Key Performance Indicators: Number of Logins, Login to Form Start Rate,
Form Start to Form Completion Rate, Logins to Form Completion Rate, Visits
to Form Completion Conversion Rate, and so forth
In any case, regardless of your site type, a good question to answer when defining your
organization’s KPIs is:
“If we knew that [KPIs] were consistently rising/falling over the last week/month,
we would [ACTION].”
As mentioned, this question is paramount when defining KPIs because it helps you tie
your data to an action. The best KPIs are actionable. They allow you to make strategic
decisions BEFORE they are needed and help you act quickly when it is most important.
If a company builds a KPI and has to think for more than one minute about the action
the KPI can drive internally, then the KPI is poorly defined and should be re-
examined.
The following are examples of suggested KPIs by vertical and Key Business
Requirement. This is NOT a complete list of verticals; Adobe employs teams of people
who can help you identify and implement key solutions based on your Web site type.
Business Vertical Key Business KPIs

Requirement
Retail Drive site visitors to Revenue
purchase products or ser- Average Revenue per Visit
vices online. Orders
Average order Value
Order Conversion Rate
High Tech Capture information Leads Generated
about a visitor to use in Lead Conversion Ratio
future communications. Cost Per Lead
Web Inquiries
Web Inquiry Failure Rate
Media/Advertising Attract repeat visitors Page Views
who explore the site in Monthly Unique Visitors
depth and view ads on Page Views Per Visit
each page Visits Per Visitors

Number of Subscriptions
Travel Increase visitor interac- Revenue Per Booking
tion with site, increase Look-to-Book Ratio
online bookings. Sales Cycle
Origin and Destination Reporting
Campaign Affinity Variance
Finance Reduce customer support Completed (Online) Applications
costs, improve overall Application Conversion Rate
customer experience, Self-Service Transactions
measure campaign effec- Self-Service Failure Rate
tiveness, optimize lead Self-Service Penetration Rate
generation, and up-sell
and cross-sell new prod-
ucts and services to exist-
ing customers.
Telecommunications Drive visitors to register, Order Conversion Rate
purchase online and use Self-Service Transactions
self-service tools Support Requests
Automotive Drive visitors to site to Quote Requests
build and price automo- Brochure Downloads
biles, download product Lead Application Conversion
information and submit Rate
contact information for Leads per Visit
an offline purchase.

Exercise 1.2
KBRs and KPIs
Identify your Key Businesss Requirements (KBRs) for your organization’s Web site
(for example, the business objective or purpose of your website). Identify the Key
Performance Indicators (KPIs) that you will track to measure your progress towards
meeting your KBRs (your KPIs may be a Success Event like Order or a conversion rate
like Orders per Visit or both).
Key Business Requirements:
• _____________________________________________________________________

• _____________________________________________________________________
• _____________________________________________________________________
Key Performance Indicators:
• _____________________________________________________________________
• _____________________________________________________________________
• _____________________________________________________________________
• _____________________________________________________________________
Step 2: Report
Once you decide which aspects of your site you would like to track and analyze, take
a baseline measurement. Implement your Web analytics solutions and gather the data
regarding your chosen KPIs. This will give you a standard from which to judge.
It probably goes without saying, but these KPI reports should be delivered to the
people who can actually make the decisions to change something if needed. If the
people with authority don’t find out about the need to change, they can’t make needed
improvements.
At this stage, you can also verify the reports have the kind of data you are expecting.
They should be standardized across the organization so everyone involved understands
the data.

Step 3: Analyze
Next, take the time to evaluate site performance. Often when people are trying to “eat
the elephant” of Web analytics, they become overwhelmed by the prospect of where to
start and which of the hundreds of reports to look at.
When you decide how to approach this task, take it one “bite” at a time. Go back to
your KPI reports and analyze what they tell you.
• Which pages are working?

• Which ones get no traffic?
• Which areas in your intended paths are weak and see a lot of dropout?
• Which pages are high exit pages?
• Which campaigns are driving success on your site, and which ones are just

costing you money?
• Which products are selling well when people see them, but might be hidden
from the average visitor?
These are all questions you can answer in Reports & Analytics, and they can be
addressed by taking action on your site. You will naturally start to hypothesize on
what changes can be made that will improve conversion and site performance. It’s
actually very exciting!
As you build these hypotheses, you can start to prioritize them by using the available
data and possible return on investment (ROI) of your time and resources. The ability
to prioritize can save your organization money, time, and countless headaches.
Consider this true story:
A company was informed that their Web site wasn’t delivering a good user experience
for those using a particular browser. This caused sudden panic though the ranks of
the Web team and executives started requesting a complete Web site revamp to
accommodate the browser’s users. This issue was instantly made the top priority and
would potentially cost tens of thousands of dollars, take weeks’ worth of time, and
push back other development initiatives. Luckily, before the project began, the Web
analyst examined the Browser Report (which displays the percentage of visitors using
each browser). She was quickly able to deduce that visitors who used this particular
browser made up less than 1% of total traffic — less than 1% of site visitors were
affected. Because of this information, the Web team could prioritize this issue more
effectively. They were able to judge whether this issue was worth addressing right
away or if other planned initiatives would have a more profitable return.
As you start to make changes needed to optimize your site, avoid the natural knee-jerk
reaction to make huge or drastic changes. The truth is there are always many different
ways to optimize your site and reach your targets. Complete site redesigns or scratching
all existing advertising should always be a very last resort. In fact, options like this
instantly render all previous analyses obsolete.
Step 4: Optimize
TIP: Testing is
After hypothesizing about what will have a positive effect on your conversion and site everything. The reason
performance, it is time to test your hypothesis. This is where A/B testing or you gather Reports & Analytics
Multivariate Testing comes in. For more information about these, please see the data is to optimize (site and
associated chapters in the Reports & Analytics Advanced Features & Tools Student marketing changes) and
Workbook for methods and best practices. You can also contact your Adobe validate the changes by testing.
representative and ask about the Adobe Test&Target solution, which gives you more If you develop a testing culture
power in your A/B testing, Multivariate testing and Behavioral Targeting. in your company, your site will
always win. Even if a superior
Don’t Fall Into This Trap… forces a negative change onto
the site, that idea will not stick
It’s unfortunate, but too often people are satisfied with strictly measuring (or tracking)
if it’s proved to negatively
their site and the data becomes almost anecdotal:
affect conversion. Develop a

“Oh, look what happened to our page views yesterday when we released X.” testing culture and your site
will thank us!
This data instantly becomes reactionary. It is looked at only when there is an event or
issue. The goal of Web analytics isn’t to look at the data when something happens and
then stop, but to take the data that you see in the reports and use it to make your next
decision. The more effective analyst would say:
“According to our data, X% of our visitors drop out of our conversion process at
this page. What can we do to help people move along through the page instead of
dropping out?”
Then, after deciding on the change that should help the process, the change is put into
place and tested against a control version. The conversion percentage is compared
against the control, and the change is kept when positive.
Remember that if you are using A/B testing, it is most effective when you make limited
changes at once, so you know exactly what had a positive or negative effect.
Step 5: Innovate
Last, take a look at the big picture. Take some time to step back and think of some new
ways to market and new ways to drive value on your site. Don’t be afraid to try new
things, because you now have a way to test effectiveness.

1. Define & Measure KPIs:
5. Innovate: Identify and capture KPIs that
Experiment with new show if you’re reaching your
ideas to drive value Innovate business goals (KBRs)
Measure
Align:
Ensure measurement
strategy aligns with
Optimize business goals (KBRs)
4. Optimize:
Implement site and Report 2. Report:
marketing changes Generate reports
and TEST their on collected data
effectiveness Analyze

3. Analyze:
Evaluate site
performance
This cycle should go around and around. Each step is important.
Align Your Measurement Strategy with Key Business Requirements

Throughout this process, make sure your measurement strategy is aligned with
your Key Business Requirements. For example, if you don’t take the time to clearly
define the KBRs of your site, then you won’t be measuring the right success events.
If you are not measuring the right events, then you won’t make the right conclusions.
If you don’t make the right conclusions, you won’t make the right improvements to
your site.
Aligning Your Goals

You should occasionally (or maybe even often) take the time to re-examine your KBRs
and make sure your Web site initiatives are meeting those requirements or goals. This
process will enable and empower you to use your Web analytics data to make positive
changes to your site and marketing, driving more conversion on your site!
Don’t Become a Reporting Robot

A “Reporting Robot” is an analyst who just produces reports — don’t let this happen
to you!
Common causes:
• Capability mismatch
• Wrong structure
• Little to no training
• Limited bandwidth
• Conflicting priorities
Quick Quiz 1.3
Reporting
Scenario
ou’ve been working at the Horizon Mobile Telecom for the past six months. Under
Y
the direction of the executives, you run Reports & Analytics reports and build
dashboards with information such as Page Views, Visits, Time Spent on Site, Revenue
by Product, and Revenue by Campaign.
our best friend works in Marketing and is the one responsible for the company’s
Y
campaigns, but receives little feedback from executives and doesn’t have access to
Reports & Analytics campaign reports.
nother acquaintance is responsible for managing the Web site and seems to work
A
autonomously (the executives speak with this person infrequently and this person
doesn’t rely on Web site reporting).
Question
Would should you do in this situation?

Quick Quiz 1.4
A Manager’s Suggestions
Scenario
You are responsible for the management and optimization of your company’s Web site.
Your manager requests a meeting with you. Your manager suggests a change in color
scheme to the Web site favoring lots of orange and purple with a new navigation look.
You personally dislike the suggestions, but you know it’s better for you to agree with
your manager and keep your job.
Question
How can you protect the integrity of your Web site without provoking the wrath of your

boss?
Quick Quiz 1.5

An Analyst’s Great Idea
Scenario
s the main analyst for the Web site of one of the largest automobile companies in the
A
world, you’re full of great ideas. During your analysis of one of the many processes on
this automobile Web site (a Lead Generation site), you notice that the “Build & Price”
module that potential buyers use when personalizing an automobile is in dire need of
improvements.
uring a meeting with an executive, you state that improvements to the module would
D
increase the number of Build & Price completions. The executive believes your analysis,
but doesn’t want to fund the change.
Question
What could you have done as an analyst to have given your idea the best possible chance
to succeed?
Chapter Two
Reports & Analytics Basics

Overview
This chapter discusses and explains how Reports & Analytics works. Rather than diving
deep into the code, it offers a better understanding of how Reports & Analytics collects
data. It also gives you an understanding of the data environment in which you will run
reports called Report Suites. Last, you will learn how to gain access to the Adobe
Marketing Cloud, which Reports & Analytics is a part of.
Objectives
• Describe how Reports & Analytics collects data
• Log in to the Adobe Marketing Cloud and Reports & Analytics
2-1
What is Reports & Analytics?
Reports & Analytics is a remotely hosted, subscription-based solution for real-time

Web site reporting and analysis. It is much more advanced than log file applications
that only measure server activity. Reports & Analytics is a next-generation Web

analytics tool that captures visitors’ activity directly from their browser. By uncovering
the facts about visitor interactions with a site, Data Analysis with Reports & Analytics
can provide precise answers to unique questions.
Reports & Analytics gives organizations actionable, real-time intelligence regarding

their online strategies and marketing initiatives. It also helps them identify and
Reports & Analytics understand the most profitable paths through their Web sites, where visitors are
A real-time Web site dropping off, what is driving critical success events, and how various visitor segments
reporting and analysis tool that interact with the site.
provides client-side analytics,
which includes standard and
How Reports & Analytics Collects Data
custom reports and metrics.
Every page tracked by Reports & Analytics has a small snippet of Adobe-authorized
JavaScript. You can customize this JavaScript code for your needs, so the exact things
you want to track are reported in your Reports & Analytics reports. Let’s learn how
Reports & Analytics collects data through its Reports & Analytics JavaScript code.
When a visitor to your site launches a Web browser and types in your URL, a request is
made to your server.
Web Server
Visitor Computer
Your server sends them the Web page information, and the Web page displays in the
browser.
Web Server
Visitor Computer
The Reports & Analytics code is JavaScript code placed within the body tags of a Web
page (this can be hard coded, dynamically set by your server, or set using a Tag
Management Solution such as Adobe Dynamic Tag Management). The following is an
example of what the code might look like.

As the page loads and the Reports & Analytics Code on the page executes, it sends a
request to the Reports & Analytics server for a Web beacon, a transparent pixel image.
Web Server
Visitor Computer
3
Adobe Server
Chapter Two: Reports & Analytics Basics 2-3

Along with this image request, the code collects and sends additional information to
Adobe data centers, including values for the variables shown above and also some
automatically collected details (for example, operating system, browser type, and
browser height and width).
Reports & Analytics returns the request for the Web beacon with...you guessed it, a
Web beacon (a transparent pixel image).
Web Server
Visitor Computer

Adobe Server
The Reports & Analytics Data Center pushes the collected data into Report Suites.
Visitor Computer
Adobe Server
5
Report Suites
You can view this data in Reports & Analytics through a Web browser (or mobile app).
As an analyst, you can now interpret the reports and optimize your Web site.
Web Server
Visitor Computer
1
2
3
Adobe Server
4
Reports & Analytics Reports

5
Report Suites
This “run” of the Reports & Analytics JavaScript takes place very quickly and does not
noticeably affect page load times, even on a dial-up connection. This approach even
allows users to count pages that were displayed when a visitor clicked the Reload or i mage request
Back button to reach a given page because the JavaScript runs even when the page is Transparent graphic
pulled out of cache. image (also called a
web beacon or clear
Metrics .gif ) that points to the
Metrics are your numbers or measurements that tell us how much Traffic or Conversion Reports & Analytics
2o7.net or omtrdc.net
our site received. Examples of this are Page Views, Revenue, and Time Spent. Later in
server to retrieve the
this course, we will feature more in-depth Metrics training.
image. Page data is
sent to Adobe servers
Line-item and Metric-based Reports via the image request.
Line Item Values within Item-based reports give context to your metrics (for example,
Page Views for which Page? Revenue for which Product?).

Metric-based Reports allow you to analyze the metric by itself. With these reports, you
can analyze metric totals trended over time.

Metrics appear in both metric-based and item-based reports.
Report Suites
A Report Suite is the term used to describe full and independent reporting on a chosen
segment.
This is most often one Web site, but also might be a “global” segment where you
added several sites’ numbers together to get totals. Additionally, a Report Suite might
be smaller than a Web site because you might want to segment reports for only a
portion of your site. For example, your analysts may want to analyze the “Shopping”
section of your site separately from the “News” section of your site.
When you log into Reports & Analytics and start running reports, you will always
choose ONE report suite for which you are running reports. r eport suite
full and independent
reporting on a chosen
segment such as an
entire web site
Report Suites make it possible to keep data from one site separate from
another. How do you want to analyze your data? All site data together,

separated, or both? You may even want very large sites to feed data
from each site section into separate Report Suites. Think about the type
of data you need and how you want to analyze your company’s site
properties.
Separate Report Suites can be especially useful if you want to restrict

your analysts from seeing all of your company data (more common with
extremely large companies with multiple divisions). You can set user
permissions so analysts can only see their assigned Report Suites.
Quiz 2.1

1. What is a Report Suite? (Choose the best answer)
a) A data environment
b) A set of analytics tools
c) Conversion metrics
d) A Web site
2. Data is sent to an Adobe Data Collection Server by:

a) An Adobe master server
b) The visitor’s computer
c) The Web server serving the page (your company)
d) A third-party certificate authority
3. True or False: In addition to metric-based reports, metrics also appear in line item
reports.
a) True
b) False
Breakdowns
Report Breakdowns are discussed later in their own chapter, but we want to inform
you of their existence. You will see them throughout the training. This function makes

it possible for you to break down one report by another at the line item or report level.
Doing this allows you to understand the relationship between the two data sets.
The following graphic indicates a breakdown is available to execute in a report.
Segmentation

Reports & Analytics makes it possible to segment any report. This is even more
powerful and flexible than Report Breakdowns. By slicing and dicing your site and
visitors by Page, Visit, or Visitor groups, you can better understand how different
segments interact with your site allowing you to target site and marketing optimization.
Use the Segmentation Tool at the top of the interface to segment Traffic, Conversion,
and even Path reports by a Predefined or Custom Segment (Custom Segmentation is
discussed in a later chapter). You can use Traffic and Conversion Metrics and Line Item
attributes to define segments.
Sign in to the Adobe Marketing Cloud

Reports & Analytics is stored on Adobe’s servers. This means you will need to open a
Web browser and go to a login page each time you use Reports & Analytics or other
Adobe Marketing Cloud products.
You can sign in with your Adobe ID by going to https://marketing.adobe.com. Select

Sign In with an Adobe ID on this page.
You can also sign in directly to a solution by selecting Sign In without Adobe ID.
Alternatively, you can access this login page at: http://my.omniture.com. You must
have a Company Name (account), Username and Password. Select “Version 15.”

Menu Navigation
This login page will sign you into the last tool you were using during your previous
session. You can select solutions and capabilities by clicking the Adobe Marketing
Cloud button. The menus in the interface make navigation simple. While you’re
learning the location of reports, you can use Search Reports to quickly find out-of-the-
box and custom reports.

For more information about training on the other products listed in the product drop-
down menu, please contact Adobe Training Services at ats@adobe.com or visit the
Web site: http://training.adobe.com/.
A few of these tools reach across the entire Adobe Marketing Cloud (such as the Help
area), but this course will focus just on the Reports & Analytics reports.
Class Exercise 2.2

Logging Into Reports & Analytics
Estimated Time: 5 minutes
1. Log into the Adobe Marketing Cloud of solutions (we will sign in directly to
the solution — no Adobe IDs for this training): https://marketing.adobe.com
2. Go to: http://my.omniture.com
3. Under the Welcome to Reports & Analytics area, fill in these fields as indicated
by your instructor: Company, Username, and password
4. In the Version drop-down, select Version 15. The Adobe Analytics - Release
Announcement opens when you log in.
5. Click Close to close the announcements dialog.
6. You can now begin to run reports.
Chapter Three
Exploring the
Reports & Analytics Interface

Overview
You may find yourself in the following situation: Your supervisor calls you and says,
“We just paid a bunch of money for this new tool called Reports & Analytics. Get into
it and get me some information as soon as possible.”
How do you start using Reports & Analytics immediately in a way that is valuable to
your supervisor? Fortunately, Reports & Analytics doesn’t require special software or
a programming degree for you to get your head around it. Reports & Analytics is or-
ganized so you can find the information you need. You’ve learned about defining
KBRs and KPIs, which is where you start. If you haven’t already done so, go back and
define your KBRs and KPIs. As you start to use Reports & Analytics and explore the
interface, instead of being overwhelmed by myriad reports, settings and graphs, you
can focus on the data you need to help steer your Web site and marketing.
This chapter examines the Reports & Analytics interface and identifies “where we do
what,” including running, customizing, saving and distributing reports. Also it tells
you where to find help when you are stuck or have a question.
Objectives
• Identify report elements in the Reports & Analytics interface
• Learn about and understant the Site Overview Report
• Generate and configure a report in Reports & Analytics
• Understand the Help resource areas in Reports & Analytics
3-1
My Recommended Reports
After logging in to the Adobe Marketing Cloud, My Recommended Reports will im-
mediately start to load. This report is essentially a special dashboard that provides you
with interactive reportlets that show you how your site is doing. This dashboard re-
port will show you your Key Metrics and the most frequently run reports (it adapts

and changes with respect to the reports that you’ve run).
Within certain line-item reports and even graphical reports like the GeoSegmentation
maps, you can click to dig into the reports. This will temporarily change the reportlet,
but will not launch a new page. You can also run a full version of any of the reports by
clicking on the title of the reportlets.
The following image shows an example of interactivity within a line-item reportlet.
Click on report titles to open full reports:

Add Notes to reportlets by clicking the “+” next to the reportlet title:
You can change the Date Range at the report level or reportlet level.
You can also change the Segment at the report level or the reportlet level. Slicing and
dicing multiple reportlets at the same time by a Segment can make your “My
Recommend Reports” analysis extremely productive!
Chapter Three: Exploring the Reports & Analytics Interface3-3

You can edit My Recommended Reports at any time. You can then save your new ver-
sion as a custom dashboard.

The My Recommended Reports report provides you with a great 30,000-foot level
view of your site. Use it to your advantage.
Exercise 3.1
Site Overview
1. In Reports & Analytics, run My Recommended Reports (default report when
you enter Reports & Analytics – also accessible from Site Metrics > My
Recommended Reports).
2. In the first reportlet, click the <Month> <Year> link. The Reporting dialog
box opens.
3. In the Select Preset drop-down, change the date range of the first reportlet by
selecting Last Month.
4. Click Update. This closes the dialog box for the reportlet then updates the
reportlet.
5. In the upper-right, click the Calendar Tool (with the change implemented in
the previous steps, it will say, “Multiple Periods,” instead of displaying the
Calendar Tool). The Reporting Period dialog box opens.
6. In the Select Preset drop-down, select Last 3 months.
7. Click Update, which updates all reportlets and closes the dialog box.
Reports & Analytics
Header and Menus
The Adobe Marketing Cloud Header contains nearly all of your auxiliary navigation
(basic report navigation sits on the left-hand side of the interface).

Dashboard and Bookmark Access
In Reports & Analytics, you can save reports that are important to you and only you.
These reports are called bookmarks and are discussed towards the end of this course.
You can also put several reports onto one canvas to get a quick look at your most im-
portant reports. This canvas is a dashboard and are user-specific. Your Bookmarks
and Dashboards are available in the View All Reports menu.
Tool Bar
The Tool Bar makes it possible to create dashboards and bookmarks, download and
schedule reports for delivery, and execute other actions such as creating alerts, ex-
tracting data, printing, and other tasks. You can also segment reports with the
Segment Selector tool.
User and Company Info
Chapter Three: Exploring the Reports & Analytics Interface 3-5

The Adobe Marketing Cloud Header lists your company name and user name under
the person icon. In the rare case you sign in and out of different companies (for ex-
ample, if manage various clients at an agency), use this part of the header to verify you
are in the correct account and using the correct username.
Report Suite Selector

This is where you begin. The Report Suite Select lets you select the Report Suite where
you want to run reports. This is located next to the Calendar. If you have many Report
Suites (which you may, if you work in a large company with many web properties), you
can search for the Report Suite of interest in the Search Report Suites field. After se-
lecting the report suite you want, it is time to run some reports.
Segment Selector Tool

You use the Segment Selector Tool to examine a specific portion of your population
within any Reports & Analytics report. You can apply segments to Traffic, Conversion,
and even graphical Path reports. It is recommended you get to know this tool, as it is
one of the most powerful and useful tools within the Adobe Marketing Cloud. You
can even segment all of the reportlets within a single dashboard for a quick high-level
analysis of a segment.
Help
If you need help, you can search the Adobe Marketing Cloud Help section, view re-
lease notes in the What’s New section, and contact Customer Care.
Easy Access to Reports You Frequently Run

Reports & Analytics keeps track of the reports you run the most and lists them in the
Frequently Viewed menu. Your Report History is also available and you can also save
reports in My Favorites for easy access. These are the same as Bookmarks except for
Favorites, there is a rolling date range and it cannot be scheduled for recurring deliv-
ery like a Bookmark can.
Running Default Reports

In Reports & Analytics, you can click the View All Reports button to reveal the main
report navigation. In subsequent chapters, we will cover all of the different reports
and their meanings. To run a report, click on a folder to reveal nested reports, and
then click on the report you want to view (for example, click on the Site Content
folder and then select Pages).
Class Exercise 3.2

Run a Report in Reports & Analytics
1. From the left-side report menus, click View All Reports.
2. Click Site Content then click Pages Reports > Pages. If a dialog displays,
requesting you check out the latest interface, click Done. You may also see a
dialog box explaining the Metric Selector rail; click Done.
3. Run the report by clicking the Configure Graph drop-down in the middle of

the page and clicking Run. The page will refresh with the updated, if any,
results.
The Report Structure of Reports & Analytics

Let’s learn about the use of different report components in Reports & Analytics.

Filter
Filter your line items by any term (for example, search for a word in page names in the
Pages report or look for a product line or type within the Products report). This filter
field is available in any report that has items in the list (the “ranked” view).
For example, if you typed the word cat (without quotes) into the search field, any
pages containing that string of characters in the page name would remain in the re-
port, including page names containing words such as category or vacation. Each
search is a literal search in this basic filter. For example, if your search uses -surfing
(without quotes), this basic filter would treat the “-” in the term “-surfing” as a hy-
phen, not a minus sign used to exclude the term from the search. If you do want to use
special characters, you can do so with the Advanced Filter.

Advanced Filter
Advanced Filter searches are also literal except for “Advanced (Special Characters)”.
You can filter by:
• Contains
• Does not contain
• Contains One of
• Match Phrase
• Starts With
• Ends With
• Advanced (Special Characters)
There is also an option to set criteria match to “AND” or “OR” statement.
If needed, you can filter by “Advanced (Special Characters).” The six special charac-
ters are listed in the definition box at the bottom of the Advanced Search dialog. The
following scenario filters all results for:
• Starts with “sh” (^sh)
• Ends with “art” (art$)
• Does not contain “out” (-out)
• Contains phrase “ing” (“ing”)

Report Date
The date is selected by clicking the calendar button and selecting the desired date
range. You can even select two time ranges in order to compare performance.
In the calendar tool, there are three ways to select the date range: select the date from
the Select Presets drop-down menu with preset relative periods of time (for example,
last 7 days, last month). You can click on the name of the month to select the entire
month, any of the arrows to the left of a chosen week to select an entire week, or di-
rectly on any day in the calendar to select custom to and from dates; and input the to
and from dates with your keyboard in the Date Range fields at the bottom of the cal-
endar tool.
Configuration
In this section, you can switch the report from Ranked to Trended, change your
Selected Metrics, Filter your Data, Break Down reports, Compare to Site (comparing
the same report between two different Report Suites) and other report-specific selec-
tion options (such as selecting a specific page in the Path reports or video in the Video
reports for analysis) are available.
To change or add metrics, you click on the Metrics link to reveal the Metric Selector
on the left-hand rail where you can select and apply metrics to your reports. You can
then run the report with the new metrics.
Graph Selector
In this area, you can select which type of graph you want to see with the report. There
is also a bubble plot available for all item-based reports sorted by at least three
metrics.
Graph
Depending on the type of graph you selected using the Graph Selector, you typically
will have the top five items from the details list (although the number of values pres-
ent in the graph is modifiable through the Configure: Graph settings). If you selected
the the Trended option instead of the default Ranked graph, values and metrics will
be trended over the time period you selected with the Report Date calendar tool.
Report Details
The details are the meat of the report. In this case, page names are listed and ranked

by Page Views, Visits, and Monthly Unique Visitors for August (according to the
Report Date calendar tool).
Report Navigation on the left

On the left side of the screen, you will see the report menus. From here, you can run
reports in Reports & Analytics (discussed later in this chapter).
Adding Metrics to Reports

You can add metrics to Reports & Analytics by clicking on Metrics at the top of the
report or on a button of the same name above the metrics in the report details. This
opens the Metric Selector on the left-hand rail.
Within the Metric Selector, select the Metrics that you want to apply to the report and
then click Apply. You can select up to 10 metrics to apply to your report.

You can reorder your metric columns by clcking and dragging the metric (in your
report) in the Selected Metrics area.
Filtering and Sorting Metrics

You can filter metrics by keyword to quickly find the metric in question. There are
four methods to sort your metrics in the metric selector:
• Alphabetical
• Recommended (looks at metric usage across your company account to suggest
appropriate metrics)
• Frequently Used (used a lot)
• Recently Used (used not long ago)
By default, the Metric Selector shows metrics from the Report Suite currently being
analyzed. You can deselect this Report Suite-only filter to see all metrics from every
Report Suite. This is useful if there are calculated metrics or other formulas applicable
to the Report Suite of your current report that you want to apply (that were already
been created in other Report Suites — for example, Average Order Value, Page Views
per Visit, and so forth).
Advanced Selection
Click Advanced Selection to search for metrics based on other attributes such as:
• Report Suite (where it lives)

• Owner (metric creator)
• Tags (that you can apply when you create a Calculated Metric)
• Other filters such as metrics you own, metrics Shared with you, your Favorites,
and Approved metrics

Metric Preview
Click the “i” icon to preview the history of a metric.
When previewing a Calculated Metric, you will also see the formula of the selected
calculated metric.
Default Metrics
Reports & Analytics admins have the power to set default metrics per report. This is

also available at the Report Suite level. This functionality is enabled per report as well
because you may want to set default metrics for a report that differs from Report
Suite-level default metrics.
The default Conversion Metric for Reports & Analytics is Revenue. If you do not man-
age a Retail site, you will likely want to change your Report Suite-level Default Metric.
You can refine this at the report level with the Default Metric per report option.
To set this at the report level, click the drop-down arrow to the right of Add Metrics
and select Set As Default and the current metrics will always be included for you and
other users of this report.
Report and Metric Definitions

You can access definitions for out-of-the-box metrics (for example, Page Views and
Revenue) by clicking on the “?” next to Metrics in the header of a metric column.
Besides your out-of-the-box reports and metrics, Reports & Analytics gives you cus-
tom reports (dimensions) and metrics. In order for your analysts to understand ex-
actly what they’re looking at, administrators can provide definitions for your custom
reports directly in the interface. You can access this in the menu of the Event, Traffic

Variable or Conversion Variable in question, which is available in Admin > Report
Suites > Edit Settings.

Definitions are at the top of both metric and dimensional reports.
Searchable Report Navigation

Having trouble finding a report in the left-hand navigation? Don’t worry. You can
search for the report by name in the Search Navigation field and Reports & Analytics
will automatically filter the left-hand navigation by the term you entered. You can
even search for Custom Traffic and Conversion Reports. For quick access to this field,
enter the hotkey: /
Try it out!
Class Exercise 3.3
Configure a Report in Reports & Analytics
In the Pages report, configure the report with the following options:
1. Click the Calendar Tool in the upper-right corner and change the date to the
previous month by clicking the Select Preset drop-down and selecting Last
Month.
2. Click Run Report.

3. Click View All Reports and in the Search Reports field, enter: bag
This limits the report only to your pages that have that word somewhere in
the page name.

4. Click Configure Graph.
5. In the Items Shown drop-down, change the number to 10 then click Run.
6. Notice the changes in the report.
Running Custom Reports

In addition to out-of-the-box reports, there are a few different kinds of custom re-
ports. These include the following:
1. Custom Conversion, Custom Traffic, and Custom Events reports

2. Custom Report Suite-level reports
3. Individual Custom reports
Custom Conversion, Custom Traffic Reports, and Custom Events

At the bottom of the main report navigation, there are menus labeled “Custom
Conversion” and “Custom Traffic.” Additionally, “Custom Events” are available to
run from the “Site Metrics” menu.
c ustom traffic
The reports in these menus are configured through the code to give you information custom reports unique
that is “custom” to your site. They are not out-of-the-box reports that everyone gets, to your organization,
but rather reports that answer questions specific to your site and your business. These generally traffic
reports are not user-specific, but are available to all who access your Report Suite and metrics are applied to
have permission to see the reports. these reports, called
s.prop in the code, also
Custom Reports called custom insight
Sometimes there is a certain configuration of a report that will be useful to everyone and property variables
who logs in to Reports & Analytics. The Reports & Analytics administrator (also

known as the “admin”) can configure a report with specific metrics and a specific
date range, and so on, and then save it to the report menus for everyone to enjoy.
These custom reports can bring a lot of value to you as an analyst—they are, after all,
c ustom conversion available in everyone’s Reports & Analytics menu. If you see reports in your Reports
Custom reports unique & Analytics interface that do not match someone else’s (such as in Training), your
to your organization, Reports & Analytics admin may have set up some of these custom reports.
generally conversion
metrics are applied Adobe Marketing Cloud Menu
to these reports, are
Through this menu, you can access Reports & Analytics tools such as Data Warehouse
called s.eVar in the
and ReportBuilder and install plug-ins such as ActivityMap. If you are on a page in
code.
the Marketing Cloud and you wish to return to Reports & Analytics, you can do so
through this menu by accessing “Reports & Analytics Reporting.”

Components Menu
Through the Components menu, users can manage objects such as Bookmarks and
Dashboards. You can also modify your Targets and Alerts, modify Scheduled Reports,
view Archived Reports, and even make important changes to your reports through
Report Settings.
Report Settings
Through the Report Settings, you can make general aesthetic reporting changes,
change graphs, acceleration, and language settings.
Admin Menu
The Admin menu gives you access to the back end of Reports & Analytics and varous
configuration tools.
Through Admin, you can access tools such as the Classification Importer and Rule
Builder (grouping granular data to facilitate analysis), Publishing Widgets (placing

Reports & Analytics reports on any Web site of your choice without requiring the
viewer to authenticate), Data Sources (uploading off-platform data into Reports &
Analytics) and Dynamic Tag Management (execute Adobe Marketing Cloud and
third-party tag). You can also create Report Suites and user accounts, and generate
Reports & Analytics code through the options within this menu.
Most of the functions in this menu are discussed in the Reports & Analytics Advanced
Features & Tools course provided by Adobe Training Services. For more details about
thsi course, please consult the Web site: http://training.adobe.com
To learn more about these and options, you can also consult the Reports & Analytics
documentation.

Help Menu
The Help menu gives you access to the Knowledge Base. If you are a Supported User
(this means you are one of the users in your company authorized to contact Adobe
Customer Care), get assistance from the Help section before you contact Adobe
Customer Care. Chances are you’ll find your answer here.
Help Home
The Help menu is your starting point to get help from Adobe. If you want to download
the PDF-version of an article, click the PDF button.
Product Documentation
The Help Home page offers documentation about Adobe Marketing Cloud products,
release notes, plug-in JavaScript code, and white papers. These actually contain tons
of great information, so don’t pass them up. Have you ever had a question about some-
thing in the Admin menu? Maybe you’ve had a question about Reports & Analytics
code? The answers are all there! Download some of these and learn more about
Reports & Analytics or other Adobe Marketing Cloud solutions.
EnterpriseTV
An entire collection of training videos is available for your viewing pleasure through
EnterpriseTV, part of Adobe Training Services. Enjoy the voices of our finest instruc-
tors as they take you on a journey of Web Analytics discovery. Access the link to the
training videos via the Help Home section or go to https://outv.omniture.com. Select
one of the solution channels to view available videos. Reports & Analytics videos are
found underneath the Analytics solution. These videos do not require a login, so send
your friends our way!

.

EnterpriseTV videos are incredibly helpful and will help you get new
analysts up to speed on Reports & Analytics reporting. There are also
videos with tips and tricks for the seasoned analyst.
Blogs
The Digital Marketing Blog is actually a series of blogs that contain a wealth of Adobe
Marketing Cloud information and best practices that focus on implementation and
optimization in the real world. You’ll also gain valuable insight from industry thought
leaders and perhaps even amaze your friends with all of the extra knowledge you’ll
gain in addition to actually doing a great job optimizing your site. Check out the blogs
while they’re hot at: http://blogs.adobe.com/digitalmarketing/

Twitter
If you want to contact an Adobe expert, try using Twitter. It’s a great way to engage
with others as you ask for assistance. Contact us through @AdobeMktgCare (https://

twitter.com/@AdobeMktgCare) on Twitter.
Adobe Customer Care

If you cannot find an answer in the self-help options, you may need to talk to an actual
human for advice. If you are one of the main Reports & Analytics users at your com-
pany and considered a “Supported User,” then you will have options for calling and
talking to Adobe Customer Care or your Account Manager. If you don’t know if you
are a supported user or not, contact the Reports & Analytics expert at your
company.
Come to Class!
What is the best way to get help with learning about Reports & Analytics? Granted, it’s
not immediate feedback to a specific question, but another Adobe Training Services
course will further your education and increase your product knowledge. For addi-
tional course offerings, go to our Web site: http://training.adobe.com
Exercise 3.4
Use the Knowledge Base to find answers (all together now!)
1. Click Help in the upper-right to open the Help drop-down.
2. Select Help Home. The Adobe Marketing Cloud Help web site opens, with the
Analytics Help Home as its main page.
3. In left navigational panel in the Search help field, enter: “terms used in analyt-
ics” and press Enter.
4. Scan your search results. At the top of your search results, you will see Terms
Used in Analytics.
5. Select an article to read by clicking the hyperlinked title. The article will appear

in the same browser window.
Exercise 3.5
EnterpriseTV
1. Access the training videos at: http:/outv.omniture.com
2. In the left panel, which features the available channels, click Analytics to
expand and view the available sub-channels.
3. Click Analytics Latest Videos and play the first video. The Analytics Latest
Videos page opens.
4. Click the drop-down arrow for Reports & Analytics Latest Videos to display all
the available videos.
5. Click the first video in the row to play it.
6. Notice the Direct Link area, which features the link to this video.
6. Copy, paste, and send this link to everyone at your company that couldn’t come
to training today!

Section Two
Reports & Analytics Metrics and Reports

Now that you are familiar with the basic Reports & Analytics layout, including how to
run reports, you can start running reports to answer business questions. This is per-
haps the real meat of this course, because it is something that you will continue to
learn long after you leave the classroom.
Your main goal, as you move forward using Reports & Analytics, is to take the busi-
ness question that you have and be able to find the report and report settings that give
you the answer that you need. You will then need to get that report to the right person
so a decision can be made about how to improve your site or your marketing (the
whole point of data gathering and analysis is optimization, right?). Again, this all
starts with being able to run the right report (there’s no use learning how to send out
a report if the report does not contain the information you need).
During this training course, it is not possible to create or view every report. We hope
that during this course you will “learn to fish” so that later on, when you have a new
and unique question, you will have developed good instincts to find the answers you
need.
Chapter 4: Reports & Analytics Metrics

Chapter 5: Visitor Acquisition
Chapter 6: Visitor Identification and Segmentation
Chapter 7: Visitor Activity and Content Consumption
Chapter 8: Visitor Retention
These chapters could be named differently, basically answering the following questions:
Chapter 4: What are my numbers?

Chapter 5: How do visitors come to our site?
Chapter 6: Who are the visitors to our site?
Chapter 7: What are visitors doing on our site?
Chapter 8: Are visitors coming back to our site?
4-1
Each of these chapters focuses on the report menus and reports inside. It also ad-
dresses the business questions that can be answered by looking at and configuring
these reports.
The Process of Running Reports

Every report begins with a question—a need for more information on a certain aspect
of your site. Generally, that question is something such as “Are we meeting our Key
Business Requirements?”, “Is the site fulfilling its mission?” and “How can we more
efficiently reach and even exceed our Key Business Requirements?” As you take your
business question and try to find the answer in Reports & Analytics, follow these
steps:
1. What is your business question about? Find the report menu that most closely

matches the main topic of your business question.
2. Choose a report. Find the report that you think also zeros in on your business
question and run that report.
3. Configure the report, setting the calendar for the right time period (limiting
report entries to the ones you need) and perhaps most importantly, inserting
the metric that gives you the specific numbers that you seek.
It might not always be simple, but one thing is certain: The more you do it, the easier
it will become. As Ralph Waldo Emerson said:
“That which we persist in doing becomes easier for us to do; not that the nature of
the thing itself is changed, but that our power to do is increased.”
In any case, remember these steps. Throughout the chapters in this section, learn to
generalize your business questions into the groups that are represented by the report
menus and the reports themselves. You will soon be a pro at using Reports & Analytics.
Introduction to Dashboards
The second chapter of this section also includes a brief introduction to Reports &
Analytics dashboards, a wonderful tool for the quick analysis and simultaneous dis-
tribution of multiple reports. This will help you solidify your knowledge of the re-
ports and give you a chance to add each type of report to a dashboard, which you will
also learn how to automate.
Chapter Four
Reports & Analytics Metrics

Overview
Every report in Reports & Analytics contains metrics of some type. There are both
Traffic and Conversion metrics. Generally, when you run a report, you will analyze
line item values (such as Page Names or Campaign Names) sorted by a metric (such as
Page Views or Revenue).
On occasion, you may want to analyze the metrics by themselves without any line
item values within the reports. If you want to solely analyze the metrics, you access
these types of reports from the Site Metrics section.
Objectives
• Learn the definitions of metrics used in Reports & Analytics
• Generate and analyze metric-based reports from Site Metrics
• Understand how participation metrics work
4-3
Metrics in Reports & Analytics
Simply put, metrics are the numbers in your reports that measure things (items,
events, and so on). There are also reports based solely on the metrics themselves that
just show “how many” and “when.” One way or another, without metrics, there are no
reports.

Metrics answer all sorts of questions about Traffic and Conversion on your site. For
example:
• How much traffic does my site get?

• When are we getting most of our orders?
• How many forms have been completed?
• How many different individuals come to the site?
Types of Metrics
There are two main types of metrics in Reports & Analytics:
1. Traffic metrics
2. Conversion metrics
The folllowing table breaks down the two types of metrics:
In general, Traffic Metrics reflect your entire population while Conversion Metrics

represent a segment of that Traffic group that chose to convert on your site (which
means they completed or performed what you wanted them to do on your site). Many
Traffic and Conversion Metrics can be applied to both Traffic and Conversion re-
ports; however, applying Conversion Metrics to Traffic Reports (like pages) may be a
bit confusing without a proper explanation. We’ll talk about that later in the chapter
when we discuss Participation Metrics.
Metric Availability
In this chapter and the next few chapters, you will notice that not all metrics are avail-
able in all reports. Some reports allow you to insert Traffic Metrics only (for example,
Page Views, Visits, and Unique Visitors). For example, you can only apply Traffic
Metrics to the default GeoSegmentation reports.
Some reports do allow you to bring in both kinds of metrics. When adding metrics,
first think about the question you are trying to answer. You can add the Page Views,
Visits, and Unique Visitor metrics to the Products report, but first ask “Why am I do-
ing this?”
If you want to know how many Page Views, Visits, and Unique Visitors were recorded
any time a product was interacted with (technically speaking, each time the s.products
Conversion Variable was set to a product name), then this would make sense. Many
times, you may not ask such a question. Even though Reports & Analytics can give
you data, it may not have meaning to you because you may be trying to answer differ-
ent questions.
Metrics in Metric-based and Item-based Reports

You can view metrics alone (in metric-based reports) or you can use them as the sort
metric for item-based reports. For example, you could view Page Views alone through
the Site Metrics > Page Views report (a metric-based report). By default, these types of
reports are trended.
Chapter Four: Reports & Analytics Metrics 4-5

The following Page Views Report example shows Page Views in March.

The following Pages Report example shows an item-based report that uses Page
Views as a sort metric. The example shows Page Views per Page in March. Item-
based reports are ranked by default, but they can be trended as well.
Current Data
Reports & Analytics data collection servers capture your data and then upload batch
data every hour for reporting. The upload takes about 30 minutes to process and then
display in your reports. The whole process is about 90 to 120 minutes to see complete
or finalized data in your reports.
Current Data gives you data latency closer to what you experienced with Reports &
Analytics Version 14 in most Version 15 reports. You can activate Current Data in the
Configuration section of a report.

Latency
Typically, Current Data latency is as follows for the metrics listed:
• Less than 10 minutes

›› Page Views in Traffic reports
›› Searches in Finding Methods
• 10 to 35 minutes
›› Conversion Events
›› Click-throughs and Conversion Instances
›› Daily Unique Visitors in Site Metrics
• 45 to 120 minutes
›› Visits
›› Unique Visitors
›› Participation Metrics
You can find out just how much latency your metrics are experiencing by mousing
over the Include Current Data clock icon in a report.
What Current Data Doesn’t Support

Current Data does not support certain metrics and report types such as:
• Visits, Unique Visitors, Participation Metrics, Bounces, and Total Time Spent

• Segments
• Breakdowns
• Classifications
• Paths
If you run a Pages Report and add Page Views, Visits, and Unique Visitors, and you
apply Current Data, you will see Current Data only for Page Views since Visits and
Unique Visitors are not supported. Reports & Analytics will display a warning in the
report to remind you of what Current Data does not support. In the following exam-
ple, you could turn Current Data off to view the three metrics together with uniform
latency in the report.

NOTE: A Page View
is not a “hit” in the
technical sense; however,
some in your company may
use this word to describe “Page
Views.” Hits are counted for
every element on a page, and
are an inherently inaccurate
way to measure how often a
particular Web page is viewed. Current Data cannot appear in Path reports, reports with a segment applied to them,
Your coworkers may also use Classification reports, or breakdowns (correlations and subrelations). Even if the met-
the word “hit” to describe rics in the report is supported by Current Data (such as Page Views), you will not be
a “web beacon” or “image able to see the Current Data value in the report. You will only be able to see Finalized
request.” Ask for clarification if
Data (normal v15 latency).
your colleagues use ambiguous
words to describe metrics.
Some Additional Things to Know About Current Data
The Current Data view and Finalized Data (which takes about 2 hours to appear in
your reports) may be slightly different, but should be less than 1% of a difference. Be
careful with Calculated Metrics since you can mix metrics of different latencies (for
example, Page Views and Visits). The best practice in this case is to not use Current
Data when analyzing Calculated Metrics.
Page View
age view
p Defined as one Web page load in a user’s browser:
One web page load in a • One execution of the Reports & Analytics code
visitor’s browser. • Includes reloads and back buttons
• Counts the entire page, not individual elements (“hits”)
Visit
Defined as any number of Page Views in one “sitting”:
v isit • Begins when person first views a page
Any number of page • Lasts until image requests cease for 30 minutes or more (industry standard)
views in one “sitting.”
• Not the same as a browser session
• One unique visitor could make multiple visits during a given time period
A visit can last several hours, as long as the visitor loads at least one page every 30
minutes. A visit is sometimes called a “session,” but it does not necessarily coincide
with a “browser session.” Because a visit ALWAYS ends with the 30-minute timeout,
that means if a visitor closes the browser, reopens the browser, and comes to your site
five minutes later, it is recognized as a continuation of the same visit (because 30 min-
utes did not pass between page views). This also means that if a visitor stares at one
page for 35 minutes, the visit will have closed and processed, and a new visit will start
if they click through to another page. Visits are tracked by cookies.

Quiz 4.1
How Many Visits? c ookie
A text file that
Scenario 1 uniquely identifies
a browser, stored in
1. A visitor views her first page at 9:00 a.m. the browser, not to
2. Closes her browser and restarts her computer at 9:15 a.m. be confused with the
3. Opens the same browser and views her second page on the site at 9:20 a.m. warm and delicious
chocolate chip variety,
How many visits so far today?
also called “cookie” in
Scenario 2 the Commonwealth
(not biscuit).
1. A visitor views his first page at 10:00 a.m.
2. Goes to the second page at 10:20 a.m.
3. Views his third page at 11:00 a.m.

Scenario 3
1. A visitor views her first page at 1:00 p.m.

2. Goes to the second page at 1:05 p.m.
3. Continues to view a different page every 5 minutes until 11:30 p.m.
Scenario 4

2. Refreshes this static first page at 8:05 a.m. to update stock quotes
3. Continues to refresh the same page every 20 minutes until 10:30 a.m.

Time Spent
Reports & Analytics v15 determines time spent through a combination of Page Views
and Link Events. A Link Event is something such as an Exit, Download, Custom Link,
or a Video (really, anything that sends in another image request to the Reports &
Analytics servers).
Time Spent per Visit

When calculating Time Spent per Visit, Reports & Analytics compares the time
stamps between pages or link events. In general, time spent on the last page of a visit
is not calculated since there is no subsequent time stamp available to determine how
long someone really spent on the last page; however, if a Link Event is executed, that
event’s time stamp is used to determine the time spent on a page no matter where that
page occurs in the visit.
In the following example, we can see the visitor spent 40 minutes on the site (8:40 a.m.
minus 8:00 a.m. = 40 minutes). In this case, the last page of the visit, has a Time Spent
on Page value since there was a subsequent Link Event.
Clicked on
Arts and Page Link to
Home Page Local News Business News another site
Entertainment
(Exit Link)
8:00am 8:05am 8:15am 8:35am 8:40am
5 minutes on 10 minutes on 20 minutes on 5 minutes on

Home Page Local News Arts & Entertainment Business News
Average Time Spent per Page

The Average Time Spent per Page is calculated per sequence, not per Visit. For ex-
ample, if a visitor spent 10 total minutes on the Home Page, but did so through two
5-minute Page Views, that would mean the Average Time Spent on the Home Page
would be, so far, 5 minutes. (10 minutes on Home Page / 2 Home Page Views = 5 min-
utes Average Time Spent on Home Page.)
10 min on Home Page / 2 Home Page Views = 5 minutes Average Time Spent on Home Page
Home Page Local News Home Page Business News
8:00am 8:05am 8:10am 8:15am

5 minutes on 5 minutes on
Home Page Home Page
Unique Visitor
Defined as “How many different people visited my site during...?”:
• The calendar period selected (Unique Visitor)

• this hour (Hourly Unique Visitor)
• this day (Daily Unique Visitor)
• this week (Weekly Unique Visitor) unique visitor
• this month (Monthly Unique Visitor) The number of different
• this quarter (Quarterly Unique Visitor) people that visited your
• this year (Yearly Unique Visitor) site during a specific
period.
“Unique Visitor” reports denote the number of different people who visit your site
during a chosen time frame. There are seven different Unique Visitors reports in
Reports & Analytics: hourly, daily, weekly, monthly, quarterly, yearly, and any time
period.
While one person may visit your site many times and view many pages during a de-
sired time period, the Unique Visitors report records that person just once during a
chose period of time so you can tell exactly how many individuals are coming to your
site. For the most part, you will likely choose to use the “Unique Visitor” metric in-
stead of one of the fixed-period Unique Visitor metrics (hourly, daily, weekly, an so
on); however, these metrics are great for graphing purposes (when the total Unique
Visitor count is not a concern, but the trend of Unique Visitors over a time period is).

For example, consider the follow “Daily Unique Visitors Report” whose graph shows
a period of one month. The total at the bottom of the report does not show the total
Unique Visitors for the month, but the graph does give us a correct indication of the
number of human beings that come to the site each day. Since we are using the Daily
Unique Visitor metric, someone that visits on the 1st is eligible to be counted on the
2nd as well.

Let’s suppose that you want to see how many people come to your site each month for
the past 12 months. In this case, the Monthly Unique Visitor metric in this “Monthly
Unique Visitors Report” comes in handy to give us this trended graph.
What if you simply want to see the total number of people that came to your site dur-
ing a specific period of time? When you are interested in totals, use the Unique Visitor
metric. In the following “Unique Visitors Report,” it shows the exact number of peo-
ple that came to the site between February 10 and March 29. If someone visited twice
during this period, they still only count as one Unique Visitor during the period.

Quiz 4.2

1. What are Conversion Events? (Short answer)
2. Page Views include:

a) Initial web page load
b) Reloads
c) Accessing a page via the Back button
3. Visits:
a) Can last up to 30 minutes
b) End when you close your browser
c) End when you turn off your computer
d) Time out after 30 minutes of inactivity
Exercise 4.3
Run a Traffic Metrics Report
1. For the last full calendar month, how many different people (unique visitors)
came to your site?

2. Just for fun: Change the View by: configuration at the top of the page to
Week by clicking the View by: drop-down.
3. Notice how both the bar graph and the table below it changed.
Exercise 4.4
Add Traffic Metrics to a Pages Report
1. Run the Site Content > Pages Reports > Pages report.
2. In the left panel, click Metrics.
3. Select Page Views, Visits, and Unique Visitor metrics to add them to the
report then click Apply.
4. View the totals at the bottom. The Page Views total is the sum of Page Views

for each line item (page). Is the total for Visits and Visitors also the sum of
each line item value? Why is it different?
Entries Metric
The Entries Metric is a path metric that shows you the first recorded value in a visit.
An example of this during a site visit would be the first page viewed by a visitor (or the
Entry Page). The Entries Metric can be applied to other values as well. Let’s suppose
you capture Internal Search Term in a Custom Traffic report. When you apply the
Entries Metric, you will be able to see all Search Terms that were the first terms
searched on the visit. The Entries Metric is available on the Pages report by default
since pathing is enabled on the Pages report by default. In order to apply this metric
to other Traffic reports (for example, Internal Search Terms), you must enable pathing
for that report (in Admin Tools).
Exits Metric
Like the Entries Metric, the Exits Metric is a path metric that shows the orders in
which values were received. In this case, the Exits Metric shows the last recorded value
in a visit. If you were to apply this metric to a Pages report, this would show all of the
last pages viewed during the many visits of your visitors. In the case of a Custom
Traffic report such as Internal Search Terms, this metric would show you which terms
were the last searched during your visitors’ visits. The Exits Metric is available on the
Pages report by default since pathing is enabled on the Pages report by default. In
order to apply this metric to other Traffic reports (for example, Internal Search
Terms), you must enable pathing for that report (in Admin Tools).

Single Access Metric
The Single Access Metric applies to visits that record a single unique values (for ex-
ample, just one page name). An example of this would be a visit in which a visitor
viewed only one Page (Single Access ignores reloads and link clicks). In this case, the
Pages report would only record one Page Name during the visit.
Another would be a visit in which the visitor may have only performed one unique
search on the site (ignores subsequent searches for the exact same word which would
count as a reload). The Internal Search Term report would record only one value for
that visitor during the visit and thus count it as a Single Access.
Reloads Metric
A Reload is counted by SiteCatlyst if a value is recorded consecutively. In the following
report, we can see the “Campaign Cost” page was reloaded several times. Although
this may be normal for some pages (such as the search results page), it may indicate a
problem with our “Campaign Cost” page.

Bounces Metric
A Bounce is a single hit visit with no other Link Event. This is different than Single
Access since a Single Access Metric is still counted even if a Link Event is executed on
the landing page.
A single page visit is a bounce if a visitor does not interact with the page in a way that
sends additional data to Adobe (an image request), such as clicking a Link or a Video
Start.

Bounce Rate Metric
The Bounce Rate Metric is an out-of-the-box Calculated Metric. It shows which pages
on your site drive visitors away so you can locate them, optimize them, and determine
if your page improvements drive visitors to keep viewing other pages on your site in-
stead of immediately leaving. The formula for this metric uses the Bounces metric and
divides it by Entries (Bounces/Entries).
Your Bounce Rate can theoretically be 0%. Although it’s unlikely, there is always
room for improvement. Do you best to locate problem pages and work to determine
how you can drive visitors to engage by viewing additional pages on your site.
Story Problem 4.5

Campaign Landing Page Bounce Rate
Scenario
Analyze the following report for the New Foundland Financial site. The Pages report
was filtered to show campaign landing pages.
Question
Based on the information in this report, can you make any assumptions about what is
working and what isn’t? What kind of optimization would you suggest?

Conversion Events
Defined as the action you are trying to get your visitor to do (sometimes called Success

TIP: Ever had Events). For example:
someone ask why
they should get metrics, such
as Revenue, from Reports &
Analytics when they can get
them from the company’s
internal system? Tell them
Reports & Analytics shows
you not just how much
Revenue you got, but why
you got it. For example,
Reports & Analytics records
the campaigns, keywords,
referring domains, and other
acquisition information that The previous chapter discussed these Conversion Events in terms of defining KPIs.
lead to a purchase (or any These Conversion Events are counted on the site and have their own reports in Site
other type of conversion). Metrics (metric-based reports). They can also be applied to item-based reports so you
can learn the WHY behind these metrics.
In other words, if you were to apply Newsletter Sign-ups, Form Completions, or even
Revenue to a Campaigns report, you would quickly learn which types of Campaigns
lead to these conversions and which do not so you can adjust your marketing spend!
Pretty cool, huh?
We capture these metrics in another system. Where is the Value?

You may wonder what the value is in these reports. You may have other systems that
tell you how much Revenue you made this month, or how many Registrations were
completed. In fact, your back-end systems may be slightly more accurate than Reports
& Analytics for reporting conversion metrics because of simple packet loss. But that is
not where Reports & Analytics’s value lies. Sure, it is good to have a Revenue or Orders
report on your dashboard to see right next to other reports, but that is only the first
step. The value doesn’t come from telling you HOW MANY happened, but more im-
portantly, WHY they happened. Each of these reports is a metric that can be placed in
other item-based reports. Instead of seeing only how many orders you had last month,
you can see:
• Which products or groups of products comprise those orders
• Which search engines drove the most orders on your site
• How much time people are spending on your site when they place an order
• Which campaigns you are sending out drove the most orders
• Which kinds of visitors to your site are placing orders (if you are tracking
visitor type in a custom report)
The list is virtually endless, and most importantly, it is not just orders. Substitute any
other conversion metric for orders in the above list, and you will see how valuable it
can be.
Perhaps just as important are Traffic Metrics. Not only can you see how many Page
Views, Visits, or Unique Visitors were on your site, but you can also apply these to
other reports to show:

• Which pages had the most page views
• Which groups of pages attracted the most unique visitors
• Which geographical location sent you the most visitors
• How much time elapsed between visits
• Which internal search keywords were used the most
Again, this list could go on and on. Understand the metrics and you will understand
the reports. They are the foundation of your Web analytics data. Next up are “qualita-
tive” or item-based reports that tell who and what contributed to conversion
(metrics).
Calculated Metrics
Calculated Metrics are metrics that you can create using operations such as +, −, ×,
and ÷. Creating these metrics will be discussed later, but we should know they are
available since some of the Story Problems covered employ these metrics. Through
these useful metrics, you can create Conversion Ratios that are likely the most impor-
tant metrics you will apply to your reports.
Examples of Calculated Metrics:
• Average Order Value (Revenue / Orders)

• Checkout Conversion Rate (Orders / Checkouts)
• Leads Conversion Rate (Leads / Visits)
• Engagement (Page Views / Visits)
All calculated metric names are created by you or your Reports & Analytics adminis-
trator. You should provide names that make sense to you and your organization.

Key Metrics
The Key Metrics report makes it easy to analyze up to five metrics in the same report.
The report comes with a Normalization option that allows you to compare unequal
data sets too. When dealing with sibling metrics (such as Revenue and Offline
Revenue), the Stacked Graphs are especially handy.

Exercise 4.6
Run a Conversion Metrics Report
1. For the last full calendar month, how many Units did you sell?
2. Acquiring First Time Visitors can be expensive and although we continually
want to drive new traffic to the site, we’d like to make sure that past visitors
are still converting on the site. For the last full calendar month, did we sell
more Units to “First Time Visits” or “Visits of 5+ Previous Visits”?
Exercise 4.7
Relationships Between Metrics
1. Run the Site Metrics > Key Metrics report and click Metrics.
2. In the Metrics panel, add these metrics by selecting Page Views, Visits,
Revenue, Lead Form Completion, and Registrations and then clicking Apply.
3. At the top of the report, click Yes for the Normalize Data option. By default,
Yes should be the option selected.
4. When Registrations increase, do Lead Form Completions generally increase
or decrease?

Page Views, Visits, and Visitors are the most basic Traffic metrics in
Reports & Analytics. How do you use these numbers? If you run a
media site, Page Views are likely your conversion. You can see which
content “works” or gets a lot of page views per visit. If you do not run
a media site, Page Views may be a micro conversion. You can see
which content leads people to eventually convert (register, book travel,
purchase, or apply). Which help pages, product pages or other page
types lead to conversion?
By looking at Page Views, Visits, and Visitors you can also see how big
your audience is and better understand your conversion within context
(meaning a conversion rate). For example, 100 conversions from 1,000

visitors is a lot better than 100 conversions from 10,000 visitors.
Participation Metrics
Participation Metrics make it possible to allocate Conversion Metrics across Traffic
Report line items such as Pages or other values captured by Custom Traffic Variables.
This is most commonly used for Page Effectiveness to determine which pages lead to
conversion. You can enable Participation Metrics for Conversion Events by Adobe
Customer Care.
How does this work? What’s the benefit? In the following example, we enabled
Revenue as a Participation Metric. When we apply Revenue Participation to the Pages
report, we can see that 25.8% of Total Revenue came from visits that viewed the
“Women” page (line item 8). This gives us insight into not only where we got Traffic
(Page Views), but which pages the Converting Traffic (Revenue Participation)
touched. This tells us which pages lead to conversion.
How Participation Metrics Work
Let’s learn about how these metrics below by going through a couple of scenarios that
might occur on your Web site.
In the following example, let’s suppose a visitor visits four pages on our site and makes a
$100 purchase on the fourth page. With Revenue Participation enabled, the conversion
page and pages that precede the conversions are automatically allocated full credit ($100
to each page).
So what does this mean to us? It means “The ‘Women’ page was part of a path that re-
sulted in $100 of revenue” (the same can be said for the other pages when analyzing Page
Effectiveness).

Spring Fashion
Women Handbags Purchase Page
Microsite
$100
$100 $100 $100 $100
This works for non-revenue Conversion Events too. Let’s take a look at an example with
a Custom Event called “Lead Submission.”
A visitor views four pages and submits a lead on the fourth page. With Lead Participation
enabled, full conversion credit is allocated to the current and previous pages of the visit
for the conversion.
What does this mean? It means “The ‘Campaign Landing’ page was part of a path that
resulted in 1 Lead Submission” (the same can be said for the other pages when analyzing
Page Effectiveness).
Campaign Landing Learn More About Lead Submission

Page Our Software Page Lead Form Page
1 1 1 1

Real-Time Reports
You can see real-time data for hit-based values and metrics (no Custom Conversion
Variables) with the Real-Time report accessible via Site Metrics > Real-Time. You can
set three reporting screens each with primary, secondary, and tertiary reports.

Set Up
You can set up Real-Time reports at Admin > Report Suites > Edit Settings > Real-
Time or when you first run the Real-time report. On the setup screen, you will:
• Name each report

• Choose metrics
• Choose dimensions
Report Options
• View last 15 minutes to last 2 hours

• Option to filter line items by any term
• View “Most Popular”, “Gainers” or “Losers”
• Change value arrow significance:
›› 90˚ up arrow ( >100% change)
›› 45˚ up arrow (5% to 100%)
›› Level arrow (-5% to 5%)
›› 45˚ down arrow (-5% to 100%)
›› 90˚ down arrow ( >-100%)
Click the “sprocket” to edit a report at any time (change report metrics, dimensions and dimension positions). There is also
a full-screen view option that may be ideal for a second monitor or an office display monitor. This is a great way to keep
everyone informed with live analytics data about your site.

Story Problem 4.8
Page Effectiveness
Maximize Newsletter Signups so we can market to past and current clients
Key Performance Indicators

Total Newsletter Signups
Pages that lead to Newsletter Signups
Reporting, Analysis and Optimization
1. Which atypical pages lead to Newsletter Signups on Geometrixx (run a Site

Content > Pages report and add the Newsletter Signups Participation

metric)?
2. Class Discussion: What do you recommend be done to increase Newsletter
signups?
Chapter Five
Visitor Acquisition

Overview
The first group of reports answers business questions about visitor acquisition. As
stated in the section overview, these reports help you answer questions generally re-
lated to the question, “How did visitors come to our site?”
The report menus discussed in this chapter are emphasized in the following image:
The Traffic Sources and Campaigns menus are really the staple of this business ques-
tion, and show how people came to your site.
Objectives
• Generate and analyze Traffic Sources to your site
• Understand Campaign reports and their effect on Web site success
• List examples of custom reports that help you understand visitor
acquisition
5-1
Traffic Sources
The Traffic Sources menu is one of the main reporting sections that contain visitor ac-
quisition information, or in other words, how people come to your site. The reports in
this menu fall into three basic categories:

1. Search Engines
2. Search Keywords
3. Referrers and Referring Domains
Search Engine Reports

The Search Engine reports give you traffic and conversion information about the
search engines that led people to your site.
This Search Engines–All report shows the Searches, Page Views and Registrations. The
Searches metric is basically an “instance” metric, telling you how many times people
searched on the keyword and subsequently clicked through to your site. The other
two, Page Views and Registrations, are a Traffic Metric and a Conversion Metric, re-
spectively. Remember that “Registrations” is a Custom Event, or a Custom Conversion
Metric. You can add your custom Conversion Metric into this report as well to measure
how much site success comes from search engine traffic.
In addition to the Search Engines–All report, you also have the “Paid” and “Natural”
Search Engine reports. These reports will only be populated if the Reports & Analytics
admin at your company has configured Reports & Analytics to look for a value in the
query string of the URL when visitors land on your site.
In any case, assuming the configuration was done by your Reports & Analytics admin,
the Search Engines–Paid report will show you how much traffic and conversion came
from people clicking on your paid ads on various search engines. The Search Engines–
Natural report will show you how much traffic and conversion came from people
clicking on the “natural” or “organic” search results area of the search engine results
page. These reports can be helpful to compare so you can find out the effectiveness of
both your PPC and SEO efforts.
Search Keywords Reports

These reports (again with the All, Paid, and Natural “flavors”) work in conjunction with
the Search Engine reports. They have the same metrics available to show you Traffic as
well as Conversion numbers. The reports show you the exact keywords or phrases that
people enter into the search engine’s Search field. After they search and get their re-
sults, you may want to know if they click on one of your paid ads to reach your site or
on the organic search results. That question is answered by accessing the Paid or
Natural Search Keyword reports.

Natural
Paid
ALL
Later this chapter will discuss the Campaign reports. Some of your creatives may be
PPC (Pay Per Click) campaigns on search engines. The campaign reports that show you
Chapter Four: Visitor Acquisition 5-3

the keywords that you purchased are very similar to these Traffic Sources Search
Keyword reports. The big differences are:
• The campaign reports show you the effectiveness of the keywords you actually
bid on.
• The Search Keyword reports in the Traffic Sources menu show you what the
user actually searched. This could be different from the word you bid on.
For example, if you bid on the word “hat” and chose a “broad match” on Google, then
when someone searches by “blue hat”, Google would still show your ad. In this exam-
ple, “hat” would appear in your Campaign reports (because that is the keyword you
actually purchased), and “blue hat” would appear in your Search Keyword reports (be-
cause that is what the user actually typed into Google search).

An exciting feature of these two reports is you can break down these reports by each
other so you can see which keywords or phrases people are searching for that meet
your broad match keyword in Google (the same breakdown can be done with other
search engines). Through such analysis, you can root out any expensive and poorly
converting keywords that may be pulling in unqualified site traffic through an ex-
tremely broad match.
Exercise 5.1
Top Searches
1. Click View All Reports and select Traffic Sources > Search Keywords - Paid.
2. Click the Calendar Tool in the upper-right.
3. In the Select Preset drop-down, select This Month and click Run Report in
the lower left of this popup.
4. Let the page refresh and look at your results. For this month, what is the Paid
Search Term that resulted in the most Page Views?
5. Was it also the Paid Search Term that had the most Searches?
Story Problem 5.2

Natural Keywords Broken Down by Products
Scenario
You acquired visitors to your retail site through the natural search term “glassware”;
however, you have no products that use that term on your site. You’ve broken down
the Search Keywords – Natural report by Products (breakdowns are covered in depth
later).
Question
Class Discussion: How could you use this information to optimize visitor acquisition
and conversion? (Use the following “Search Keywords - Natural by Products” report.)
Referrers and Referring Domains
One of the ways that people come to your site is by clicking through search results on
a search engine page to a landing page on your Web site. However, there are, of course,
many other ways visitors can come to your site. They may respond to other campaign
creatives, such as email, links, or banners on partner sites and so on. They may simply

know who you are and type in your domain directly into their browser bar. They may
also be loyal customers and have bookmarks (favorites) set in their browsers.
Each of these different methods are captured via the Referrers and Referring Domains
reports, because when you click around the Web, the URL of the page that you last
clicked on is sent along in the header to the next page. Reports & Analytics grabs this
URL and pushes it into the Referrers report. Therefore the Referrers report gives you a
list of all pages external to your site that people clicked through to come to your site (in
other words, those pages contained a link to your site).
Referring Domains are then created based on the Referrers report. Each URL gets its
own line item in the Referrers report, so as you can imagine, it’s quite granular. The
Referring Domains report consolidates these many Referrers into a high-level acquisi-
tion report.

Referring Domains vs. Original Referring Domains
Let’s talk a little bit about how conversion credit is allocated to Referring Domains and
the Original Referring Domains report. Visit Conversion is awarded to the first referring
domain recorded for the visit for the Referring Domains report (for example, visitor
clicks through to our site from Facebook.com today and purchases; revenue is award-
ed to Facebook.com).
Original Referring Domains differ. For example, Visit Conversion is awarded to the first
referring domain recorded for the visitor within the Original Referring Domain Report
(for example, visitor clicks through to our site from Facebook.com today and purchas-
es; the visitor first accessed the site via Google.com six months ago, so today’s conver-
sion is awarded to Google.com within the Original Referring Domain report).

Referrer Type
A similar report is the Referrer Type report, shown here:
All of the referrers are put into one of these categories. Here is a brief description of the
different types:
• Other Web Sites – Non-search engine traffic from other Web sites, such as
partner sites, which indicates the visitor actually clicked on a link on one of these
sites.
• Search Engines – This includes traffic from known search engines pulled from a
list that Reports & Analytics stored.
• Email – This entry is misleading, frankly. This does NOT count clicking in from
emails like Yahoo mail, G-mail, or Outlook. It only counts the IMAP protocol.
This is typically a very low percentage or completely nonexistent. You will get
complete and accurate counts of click-throughs for email campaigns via the
Tracking Code report.
• Hard Drive – When a visitor clicks on a link on a page that a visitor has saved to
their hard drive, it has a “file” protocol that Reports & Analytics detects and puts
into this category. This is usually a very low percentage.
• Social Networks - This includes traffic from known social networks pulled from a
list that Reports & Analytics stored.
• Typed / Bookmarked – Typically the highest listing, this means that Reports &
Analytics did not find a referrer in the header. This is most often the case when
people typed in your URL or used a bookmark or favorite to go to your site. This
can give you an idea of how many people already know your site and do not
need help finding it.

Exercise 5.3
Run a Traffic Sources Report
Run the Traffic Sources report that answers the following question:
1. Click View All Reports and select Traffic Sources > <Report of your choice>.
3. In the Select Preset drop-down, select Last Week and click Run Report in the
lower left of this popup.
4. Let the page refresh and look at your results.
5. In the table below, click the Breakdown By: icon, and select Traffic Sources >
Referring Domains. Last week, what was the Referring Domain that sent the
most Visits? Was it also the Referring Domain that resulted in the most
Registrations?
6. We’ve been experimenting with Social Media to drive conversion on our site.
We’d like to see where we’re having the most success. Last week, what was
the Referring Domain that sent the most Visits and most Registrations from
Social Sites referring domains? (Hint: Use a Preconfigured Segment)

Campaigns Reports
The Traffic Sources reports give you great information on how people are getting to
your site, and how much conversion is also coming from those visitors. However, there
is a need for both much more granular and much more generalized and customized
control over your marketing reports. This comes in the form of Campaign reports and

Campaign management. This section will usually be customized and thus different for
every analyst; however, analysis starts with one report that every client has in com-
mon: the Tracking Code report.
The Tracking Code

The Campaign Tracking Code is a unique identifier that tells you exactly which link
t racking code
someone clicked to come to your site. This might be a PPC campaign, an email cam-
A unique identifier,
paign, partner and affiliate links, banners, and even radio or TV ads. This information
such as an
alphanumeric value, does not automatically flow into your reports because Reports & Analytics cannot
assigned to each and guess how you manage your campaigns. Therefore, your Reports & Analytics admin
every link of your must set it up, making sure all the paid ads that go out include a tracking code. They
campaign creatives, will typically work in conjunction with your Marketing department in this effort and
campaign emails, and will also work with the IT department so that the tracking code can be captured when
campaign applications, a visitor clicks your ad and lands on your site. The following is an example of a Tracking
which appears in the Code Report:
link’s query string.
The tracking code report may contain values that are easily decipherable or they may
be completely cryptic depending on how your campaigns are set up and your prefer-
ence as an analyst.
As you can see from this sample Tracking Code report, the codes themselves may not
reveal what kind of a campaign they represent (discussed in this training). You can see
from this report exactly which link gets the most Click-throughs (Traffic), and also
which ones drive the most success (as shown here by Revenue and other metrics).
If you do not have data in your Tracking Code report, contact your Reports & Analytics
admin and ask if there are plans to track the external marketing on your site.

Good analysis of your Tracking Codes by Conversion like Revenue or
Registrations or Page Views (whatever Conversion happens to be on
your site) will cause you to ACT: to either continue using what’s working
or eliminate the underperforming Paid Search, Email, Banner, Partner
and other campaigns that are draining marketing funds. Generally, you
will be able to better understand the yield that each of your creatives
contributes by creating a ratio or calculated metric (discussed later) such
as Revenue/Cost per creative.
Exercise 5.4
Campaign Reports
1. Click View All Reports and select Campaigns > Tracking Code > Tracking
Code.
3. In the Select Preset drop-down, select Last 7 Days and click Run Report in
the lower left of this popup.
4. Let the page refresh and look at your results.
5. Which Tracking Code got us the most Registrations over the last 7 days?
6. We’d like to know which Campaigns get visitors to the site. Which Campaign
Name (group of Tracking Codes; for example, soc:123) got us the most
Registrations over the last 7 days?
Exercise 5.5
Campaign Conversion for JJ Esquire Clothiers
1. Click View All Reports and select Campaigns > Campaign Conversion
Funnel to run the report.
3. Click Calendar Tool and click the Compare Dates tab.

4. In the top of the window, click the Select Preset drop-down and select Last
Month for the left column
5. For the right column, click the Select Preset drop-down and select Last Two
Months (a 1-month period) for the right column.
6. Click Run Report in the lower-left.
7. Let the page refresh and view the results. How do the months compare? Are
there any noticeable problems or room for improvement?
Custom Campaign Reports
After the Tracking Code report, the rest of your campaigns reports are likely to be com-
pletely customized to your site. Adobe provides a tool called “Classifications” that al-
lows the Reports & Analytics admin to create and populate additional campaign re-
ports so that you can answer questions similar to the following: c lassifications
• Do email campaigns drive more conversion on my site than PPC keywords? Additional data
attributes or
• Do blue banners work better than red banners?
properties applied
• Do the links at the top of my email campaigns work better than the links on the
to a key value, such
bottom?
as a tracking code or
• Are Mary’s campaigns more effective than John’s campaigns? product, new reports
built from custom
groups of data

Any way that you want to slice and dice your campaigns, Reports & Analytics has the
ability to give you the answers with campaign management. This course does not
cover how to set up these custom reports. Please contact Adobe Digital Learning
Services for more information on additional training courses that do cover that
material.
Marketing Channels
The Marketing Channel report shows you all of your acquisition channels (the way visi-
tors get to your Web site) in one report. You can see first- and last-touch channel allo-
cation for any conversion metric (Revenue and Orders used here). Remember you can
use your Custom Conversion Metrics here as well, so all site types can take advantage
of this extremely valuable report.

The report is set up by your Reports & Analytics Administrator. They go through a set-
up wizard to make sure Reports & Analytics tracks all acquisition channels
appropriately.
So what does first- and last-touch allocation mean in practice? Take a look at the fol-
lowing scenario of a visitor visiting our Web site four times. On the final visit, the visitor
makes a purchase. So how would the Marketing Channels report credit or allocate the
Purchase to the different Marketing Channels?
Visit 4
Visit 2 Purchase
Direct

Visit 3
Visit 1 Paid Search
Email
Social Networks
TIP: Set up the In the case of First-Touch Allocation: Purchase credit is awarded to the Social Networks
Marketing Channels
channel.
report as soon as you can.
In the case of Last-Touch Allocation: Purchase credit is awarded to the Direct channel.
It’s invaluable! Set up is done
in Admin Tools. If you’re
not a Reports & Analytics
administrator, talk with your
admin as soon as possible to
help you with the setup.
Custom Traffic and Conversion Reports
In addition to the out-of-the-box reports that help you track where a visitor came from,
there may also be some custom reports set up for your site that help as well.
The next several chapters will give Custom Traffic and Custom Conversion examples of

reports that might fit into the chapter nicely. It will be up to you to explore what kinds
of custom reports you have available and to understand their uses.
A Note about Traffic and Conversion

It may seem strange that some out-of-the-box reports contain both Traffic and
Conversion metrics (such as the Search Engine reports), but then the custom reports
are divided into separate “Custom Traffic” and “Custom Conversion” menus. This is the
case with Reports & Analytics. It is currently not possible to merge Custom Traffic and
Custom Conversion variables even if they are used to capture the same data in corre-
sponding variables of the same number (for example, Custom Traffic variable 1 and
Custom Conversion variable one capturing Internal Search Terms).
For example, you might be tracking Internal Search Terms and want to get
Traffic and Conversion data for both of them. You will need to go to the Custom
Traffic menu to see the traffic information (how many people have searched for
which terms), and to the Custom Conversion menu to see the conversion information
(which internal search terms are driving the most conversion on your site).
Custom Example
As an example of a custom report that answers business questions associated with
visitor acquisition, here is a client that uses a custom report named “Referral Type -
Registration” (although you could name it anything you like). This report captures in-
formation from a survey given to visitors that asked them how they heard about the
site. Here is the sample report:

This report shows that about 7% of respondents said they are returning customers,
while a “Friend” referral tops the new customer choices with about 15%, followed by
“Website”, “Magazine Ad” and “Newsgroup” ads.
This is just one example of custom reports that can help you understand how visitors
arrive at your site.
Quiz 5.6

1. True or False: Referrers are processed from the Referring Domains list.
a) True
b) False

2. Scenario: A visitor clicks through a Google text ad to our retail site on Monday and
then leaves after 10 minutes. The visitor returns to our site on Wednesday by clicking
through one of our Display ads that we purchased on a popular news site. The visitor
purchases a $1000 laptop.
Using First-Touch or Original Value Allocation, which Marketing Channel would be

credited with the purchase if any?
a)Display Ad
b) Email Link
c) Twitter Social Link
d) Google Text Ad
3. What is a Tracking Code and how is it used? (Short answer)
Exercise 5.7
Campaign Reports
1. lick View All Reports and select Campaigns > Tracking Code > Marketing
Channel to run the report.
2. Let the page refresh with the results and view them. How do the months com-
pare? Are there any noticeable problems or room for using the Marketing
Channel classification report in Campaigns > Tracking Code, find out which
Marketing Channel gets the most Click-throughs this month.
3. Does the Marketing Channel that gets the most Click-throughs also generate
the most revenue this month?
4. Class discussion: Without doing any calculations in Excel, make your best
guess about which Marketing Channel is most efficient (Revenue vs.
Click-throughs).
Story Problem 5.8
Campaign Channels
Maximize revenue for each marketing dollar spent

Visits
Revenue
Orders
Average Order Value (Revenue / Orders)
Revenue per Visit (sometimes called Yield)
Orders per Visit (sometimes called Order Conversion)

1. Analyze the following Channel report (a classification report of grouped track-

ing codes) about this month’s data. You are responsible for ad spend alloca-
tion next month. Since Marketing Costs were not integrated into this report,
use the available numbers to give your recommendations for next month.

Introduction to Dashboards
This section takes a short “field trip” to report distribution to introduce you to a feature
called dashboards. A later chapter fully discusses the different options you have with
dashboards. The power of web analytics can easily be spread to groups throughout

your organization by creating and distributing reports with Dashboards.
Dashboards are an incredibly effective and powerful way to consolidate your key per-
formance indicators (Chapter 1) into an easy-to-examine and quickly accessible view.
They allow you to take various reports and organize and align them so that you obtain
multiple sets of data at the same time. You can also share this data with others in your
organization within Reports & Analytics or schedule them to be emailed to others
automatically.
These mini-reports that are added to the dashboard are called “reportlets.” With the
exception of some of the larger graphical pathing reports, you can add most reports in
Reports & Analytics as reportlets onto a dashboard.
Adding a Report to a Dashboard
To add a report to a dashboard, your first task is to run and configure the full-size re-
port and customize it to show the exact information you want to add on the
dashboard. Dashboard
The dashboard
contains a collection of
After creating and customizing a report to show your data in a way that is most useful,
thumbnail reports called
you can add that report to a dashboard by clicking the Dashboard icon (purple metric
reportlets. You can customize
gauge) on the tool bar above the report graph.
your dashboard with your
choice of reportlets to give
you a quick overview of your
site’s performance.

A wizard will help you configure which dashboard to place the reportlet, the name of
the reportlet, and the date range of the reportlet.
There are a few steps involved in placing a reportlet onto a dashboard:
1. Report Title – This field is automatically populated with the name of the report you
just ran, but you may choose to be more descriptive in your title. This example

reportlet is named “Revenue (last 90 days)”. You can add reports from different report
suites to the same dashboard. It’s always a good idea to include the relative time pe-
riod (last 7 days, last month) in the title of the reportlet even thought that date range
is always included. It just may make your analysis a little easier.
2. Select the Dashboard – You can create a new dashboard by typing the name in the
field provided, or place the reportlet on one of your existing dashboards by clicking on
the drop-down menu and selecting the dashboard in question by name.
3. Choose your date range – When adding a reportlet to a dashboard, the default set-
ting is for a rolling report. By clicking the drop-down menus, you may choose a fixed
beginning or end date for your report. Clicking on the calendar gives you all of the
same date options available when running reports.

4. Publishing List Override - Reportlets within a Dashboard are, by default, relative to
the report suite of a publishing list. That means that if you create a dashboard with
reportlets for Site ABC and then send the same dashboard to an analyst that belongs
to a Publishing List for Site DEF, all of the reportlets will reflect information from Site
DEF. Pretty useful, huh? You can override this setting by clicking on the Publishing
Override on Add Reportlet dialog.
5. Click Create New.
6. Add Reportlet to your Dashboard - Once you create your reportlet, you will arrive at
a page that allows you to edit your dashboard. If you ever want to come back to this
view, run your dashboard and click on Layout on the dashboard toolbar. At this point,
select that reportlet that you created from the Add Content section on the left column
and drag and drop it onto one of your dashboard pages.
7. Choose reportlet options – Options to modify the reportlet are available by clicking
on the wrench at the top-right corner of the reportlet or by clicking on the Title, Notes
button, Report Suite name, or Date Range. Options that you can modify include: Show/
Hide Graph, Show/Hide Details Table, Lock Report Suite, Edit Date, Add Note, Edit Full
Report, Refresh, edit Segment, and modify Details Table row count. You can also
expand the reportlet horizontally and vertically by clicking on the corresponding ar-
rows when you mouse over the reportlet while in Edit mode.
The dashboard should be succinct, so do not include a graphic to fill space unless it
visually helps you or the recipient better understand the information being presented.
Think about your audience. What pieces of data does the recipient need? In general,
dashboards should be brief and direct so that many reportlets can be viewed at once.
If you want to quickly look at all the details, click the Full Report link that appears
when you mouse over any reportlet.
If you need to move a reportlet, simply drag and drop the reportlet to a new part of the
dashboard page. If you need to delete a reportlet, click “X” on the Reportlet Name lo-
cated within the “Dashboard Contents” section on the left-hand navigation. You can

also add additional pages to your reportlet by clicking Add Page on the Dashboard
Tool Bar.
Now that you know the basics, let’s try adding our first reportlet to a dashboard.
Exercise 5.9
Adding a Site Metrics Reportlet to a New Dashboard
Create a new dashboard and add a metric-based reportlet.
1. Run the Newsletter Signups report from Site Metrics (View All Reports > Site
Metrics > Custom Events > Custom Events 1-20).
2. Click the Calendar in the upper-right and click the Select Preselect drop-
down and select Last 90 days.
3. In the View by: drop-down, select Week.
5. Click the Dashboard at the top of the report. The Add Reportlet window
opens.
6. Name your reportlet and then name a new dashboard (use your initials in the
dashboard name – you will use the same dashboard throughout the training).
7. Click Create New. A blue message appears at the top of your report, indicating
the reportlet was created and added to your dashboard.
8. Click the link within the message (for example, JSmithTest). Your dashboard
page opens in a new tab in the same browser.
9. Add the report from Dashboard Content to your Dashboard sheet by clicking
the reportlet under the Dashboard Contents column on the left, then dragging
it to the dashboard area.
10. Click on the wrench at the top-right of the reportlet to open the menu to con-
figure your reportlet to only show the graph (by de-selecting the Details
option) then click Update.
Exercise 5.10
Add a Visitor Acquisition Report to your Dashboard

Add an Item-based Visitor Acquisition Report to your Dashboard.
1. Run the Campaign Name report from Campaigns > Tracking Code >
Campaign Name.
2. Click the Calendar Tool in the upper-right and from the Select Preset drop-
down, select Last 30 Days.
3. Click Run Report in the lower-left.
4. Click Configure Graph above the graph.
5. Select a bar graph or a pie chart then click Run.
6. Click Dashboard at the top of the report and choose settings to add the
reportlet to your existing dashboard.

7. Add your reportlet from Dashboard Content to your dashboard sheet and con-
figure as desired (wrench on the at top-right of the reportlet).
8. Click Save and view your dashboard. A green message appears at the top of
your dashboard, indicating your changes were saved.
Chapter Six
Visitor Identification
and Segmentation

Overview
This chapter talks about the group of reports that answer business questions about
visitor identification and segmentation, which translates into the following:
• Who are the visitors who come to our site?

• What can you tell us about them?
Of course, in referring to visitors who come to your site, it does not really mean “who”
they are, as in their names and Social Security numbers. Reports & Analytics does not
collect Personally Identifiable Information (PII). Even if you were to collect names,
they would probably not help with your two main goals: to optimize the site or to
optimize the marketing to your site. This is because you probably would not change
anything on your site because of one person’s actions or habits. Instead, you want to
know what groups of people do. Therefore, pay more attention in this section to who
people are (segments), not who a person is.
The reports discussed in this chapter are highlighted in the following image:
6-1
Most of this chapter focuses on the Visitor Profile report menu and the menus and
reports inside. As with the other menus and chapters, it is impossible to look at every
single report, so let’s instead become familiar with the kinds of reports available here.
This chapter also touches on custom reports and gives a few examples that might an-
swer the business question, “Who are the people coming to our site?”
Objectives
• Generate and analyze Visitor Profile reports
• Understand the business questions answered by Visitor Profile reports
• Understand how to use GeoSegmentation and Technology reports to optimize

the Web site and marketing
• List examples of custom reports that help users understand visitor identification
and segmentation
Most Common Visitor
Profile Submenus
As mentioned, there are some submenus of the Visitor Profile report menu worth
mentioning. In fact, it would be fair to say that a couple of the submenus are probably
used more often than the rest of the Visitor Profile reports combined. These two sub-
menus are GeoSegmentation and Technology.

GeoSegmentation Reports
One of the most common visitor dimensions requested by analysts is visitor location.
There are three main ways to find this out:
1. Ask them where they are via survey.

2. Track browser settings that help answer this question.
3. Use the IP address to determine location.
The last option, using the IP address to do a reverse look-up to determine location, is
the method that GeoSegmentation reports employ. Adobe partners with Digital
Envoy to bring you this information. GeoSegmentation reports provided include
Countries, Regions, Cities, U.S. States and U.S. DMA (Designated Marketing Area).
Some reports provide user-friendly maps to show the distribution of visitors graphi-
cally, such as the Countries and U.S. States report.
Chapter Six: Visitor Identification and Segmentation 6-3

Also, as you hover your mouse over a country in this report, a small popup appears
and provides detailed country information. This also happens in the GeoSegmentation
> U.S. States report.

GeoSegmentation Definitions
Country — The largest geographic division.
Region — A geographic area that is smaller than a country, but larger than a city. In
some countries, it is a state, province, or prefecture. In other areas, it is a constituent
I P address
country, department, or metropolitan region.
Internet protocol
City — The smallest geographic division.
(IP) address, unique
U.S. DMA — Media market divisions for radio and television throughout the United
string of numbers
that identifies a States. DMA stands for Designated Market Area.
computer or server U.S. States — A heat map showing visitors to each state of the United States.
on the internet,
hosting accounts Using GeoSegmentation Information
can have either a Once you know visitors’ locations, focus marketing in those areas and attempt to ex-
shared or unique IP pand to under-serviced areas that show potentially through high conversion rates. In
address. For example: the out-of-the-box implementation of Reports & Analytics, the only metric available
123.45.67.255 is the Visitors metric (by default, this is a Daily Unique Visitor metric). Other metrics
can be applied to this report through the Data Warehouse tool. For more informa-
tion, please see the Adobe Training Services guide for Reports & Analytics Advanced
Features & Tools or information about this subject on the Adobe Knowledge Base.
Exercise 6.1
Run a GeoSegmentation Report
Run the GeoSegmentation report that answers the following questions:
1. Click View All Reports > Visitor Profile > GeoSegmentation > Regions.
2. In the upper-left, click the Calendar and click the Select Preset drop-down.
3. Select Last Month then click Run Report in the lower left.
4. Let the page refresh and view the results. Last month, what was the region
that sent the most traffic to our site?
5. Within that region, what was the top city?

int: To quickly break a region down by its cities, click on the magnifying glass to
the left of the region. This refreshes the page and displays a new report with the
cities and corresponding metrics for the city/region whose magnifying glass icon you
clicked.
Exercise 6.2
GeoSegmentation Conversion
1. Click View All Reports and select Visitor Profile > Technology > Browsers
to run the report.
3. From the Select Preset drop-down, select Last Month then click Run Report
in the lower left.
1. Let the page refresh and view the results. Last month, which country pur-
chased the most Units on our site?
2. Did that country also have the most Newsletter Signups?
Technology Reports
The reports in the Technology submenu are all based on settings of the browser and
the machine. They are straightforward and accurately named. The Technology re-
ports provided include the following:
• Browsers (exact browser versions)

• Browser Types (more general groups of browsers)
• Browser Width
• Browser Height
• Operating System
• Monitor Color Depths
• Monitor Resolutions
• Java (if Java is enabled or not)
• JavaScript (if JavaScript is enabled or not)
• JavaScript Version
• Cookies (if Cookies are enabled or not)
• Connection Types (high-speed vs. dialup)

What Can You Actually Do With These Reports?
These reports can help you determine what technology visitors are using, so you can
optimize your site for them.
For example, if you are aware of the most common values in the Monitor Resolutions,
Browser Width, and Browser Height reports, you can optimize your site design to keep
key content “above the fold”. In other words, make sure that pages do not require scroll-
ing to show important promotions, buttons or navigation. Use ratios or Calculated
Metrics to see if one technology value has higher or lower conversion than another (the
following report compares conversion rates for monitor resolutions). Ideally, there
should not be a significant difference between these technology types if your site was
designed to accommodate these visitors. An example of a Monitor Resolutions Report:
Again, GeoSegmentation and Technology reports are probably the most used Visitor
Profile reports; however, remember to check the other reports so that you are always
sure you are accommodating your visitors’ technological choices.
Metrics in Technology Reports
In most of the Technology reports, you can view the Traffic Metrics of Page Views,
Visits, and Unique Visitor metrics. In three Technology reports, Conversion Metrics
are also available so you can see how certain technology dimensions affect conversion
and compare traffic and conversion numbers. These three reports are:
1. Browsers
2. Operating Systems
3. Monitor Resolutions

Exercise 6.3
Run a Technology Report (Browsers Report)
Run the Technology report that answers the following question:
1. Click View All Reports and select Visitor Profile > Technology > Browsers
to run the report.
3. From the Select Preset drop-down, select Last Month then click Run Report
in the lower left.
4. Let the page refresh and view the results. Last month, which browser was
responsible for the most Registrations?

Comparing traffic and conversion numbers, while examining technology
reports, can highlight compatibility issues. For example, if the Browsers
report tells you that 65% of your visitors use IE8, but IE8 users only
account for 25% of your site Registrations, then the traffic to conversion
disparity may mean your site has grave compatibility issues with IE8.
Additional Visitor Profile Reports

Even though some of these additional reports might not be as commonly used as the
GeoSegmentation and Technology reports, they might be important to you. So here
are a few other reports that might help you focus your marketing or optimize your site
for visitor segments.
The Languages Report

The Languages Report is populated by settings in the browser. This allows you to see
the language set by the user on his or her own browser so you can start to understand
the likely native language of your visitors.
Metrics for the Languages Reports

Not only can you see basic Traffic Metrics such as Page Views, Visits, and Visitors in
this report, but you can also see all of your Conversion Metrics.
An Example of Site Optimization

Information in the Languages Report can help you decide how to tailor your site to
other language speakers. For example, if you notice that a large number of German-
speaking customers generate product views, but very little shopping cart or purchase
activity, there may be a language barrier between the visitor and conversion (in this
case purchase).
In this case, translate your site into that language and implement a marketing cam-
paign to drive traffic to your German site. You can then refer to this report to see if
more German-speaking customers actually complete the purchasing process on the
new site than they did on the old site. If the numbers are substantial, a permanent ad-
ditional site language may be advisable.
The Visitor State and Visitor Zip/Postal Codes Reports

These two reports are conversion-specific. In order to contain any data, they must be
populated during the conversion process when the conversion event happens. They
are probably most often used on a retail site when shipping or billing information is
collected. This is the third way to find out where someone is located geographically.
Ask them. Using this information, you can then see how much revenue and how many
orders are coming from certain locations. You can also break down these report items

by product in order to see what people are buying from different locations.
If you do not have a retail site, these reports may still be helpful because they apply to
ANY conversion event. For example, if you have a form that you would like people to
complete, part of that form might contain geographic information, which you could
populate into these reports.
Story Problem 6.4

Technology Reports
• Accommodate the technology choices of our customers so they can register for
premium content on our media site
• Drive as many Page Views as possible to increase revenues for our ad-supported
media site

• Registrations
• Page Views
• Visits

1. Your boss thinks your site may be outpacing the technology favored by some
of your users. Find out how your site design may be affecting conversion and
make recommendations for improvements.

In addition to the out-of-the-box reports that help you track who your visitors are, you
can also set up custom reports for your site as well.
Custom Example: Age Groups

Some of your custom reports, either in the Custom Traffic or Custom Conversion
menus, may involve visitor demographics. This report could include age, gender, oc-
cupation, or other data. This kind of information is (obviously) given only voluntarily.
However, this information could be received through a survey, membership sign-up,
registration, or other means.
As stated, you can place demographic information in both Custom Traffic reports as

well as Custom Conversion reports. The following is an example of a Traffic and
Conversion report for Age Groups:
Again, this custom report somehow captures the visitor’s age and then puts it into age
groups and populates (and renames) a Custom Conversion report. Now it shows which
age groups are registering on the site. All of the other conversion metrics are available as
well. If you want to know how many people have selected one age group or the other in
a form, you could use a custom traffic report.
As a side note, you will learn later in this course about breaking reports down by each
other, or seeing how the values in two reports relate to each other. This can also help
you determine whether you want custom information in a custom traffic report, in a
custom conversion report, or both. We will further explore these options in the next
chapters.
Exercise 6.5
Custom Visitor Identification and Segmentation
1. Click View All Reports and select Site Metrics > Visitors to run the report.
3. Click Calendar Tool and click the Select Preset drop-down.
4. Select Last Month and click Run Report in the lower-left.
5. Let the page refresh and view the results. Last month, which gender was
responsible for the most Unique Visitors?

Story Problem 6.6
The Intranet Knowledge Base
Scenario
You manage your company’s Knowledge Base writing and uploading articles, white
papers and other documents. Your users are segmented by Department so that you
can keep track of usage.
Question
Based on your Reports & Analytics reports for the intranet, where should you start to
optimize?
Story Problem 6.7

Income Level
Scenario
You’re about to market financial products to your users by income level. You plan on
sending each segment an email that contains offers targeting each segment’s needs.
Question
Class Discussion: How can you use the following report to better understand your
clients and optimize the email offers that you will send to them?

Quiz 6.8

1.How does Adobe identify visitor geographic location?

a) Browser Language Setting
b) User Agent String
c) IP Address
d) Visitor ID Cookie
2. What does DMA mean in U.S. DMA?

a) Designated Marketing Area
b) Digital Marketing Analysis
c) Direct Marketing Area
d) Dynamic Marketing Analysis
3. Describe what the “Visitor Profile>Domains” report shows. (Short answer)
Exercise 6.9: Adding a Visitor Identification &

Segmentation Report To a Dashboard
Add one of the reports discussed in this chapter to your existing dashboard.
1. Run the GeoSegmentation > Countries report.
2. Click the Calendar tool in the upper-right and in the Select Preset drop-
down, select Last 7 days.
4. Let the page refresh.
5. At the top of the page, click Dashboard and choose settings to add the
reportlet to your existing dashboard.
6. Add the reportlet to your dashboard and configure with both the graph and
data table.
7. Click Save and view your dashboard.

Capturing age group, user ID, or other user attributes? What can you do
with this data? Segment your population of course! Start sending out
targeted emails by seeing what type of content best attracts certain
age groups, gender types, return visitors, or any other dimension that
you can capture. See which type of content, products, or videos visitors
consume by dimension to better target high-converting groups and thus
increase site conversion. Pretty awesome, huh? Remember, you have to
initially reference the data dimension (in the case of age group, the site
captured this data through a sign-up form).

Chapter Seven
Visitor Activity and Content

Consumption

Overview
The next group of reports answers business questions about visitor activities on the
site and the content that has been viewed. This can be summed up into the question:
• What are people doing on our site?
Many reports and metrics answer this question so this is a big chapter. As suggested by
the title, this chapter not only covers reports and metrics regarding content (like pages
and groups of pages seen), but also desired conversion events. These might include
clicking on certain links, filling out forms, viewing and purchasing products, viewing
videos, or any other success events as described in previous chapters. This chapter also
includes information on path analysis which includes a substantial number of reports
in Reports & Analytics.
As you can see, it may have been easier to describe which reports are not being
discussed in this chapter. So buckle up!
7-1
This chapter will also touch on custom reports and give a few examples that might
answer the business question, “What are people doing on our site?”
Objectives
• Generate Site Content reports
• Understand Mobile Device usage on your site.
• Perform Path Analysis.
• Generate Product reports.
• Understand how custom reports can be used to measure visitor activity and
content consumption on your site.
Conversion Events
We’ve already discussed Metrics in a previous chapter, and we even touched upon
Conversion Events, a subset of your metrics. Conversion Events deserve a mention in
this chapter because they are one of the most important values recorded by Reports &
Analytics that give you information about visitor activity on your site.

Visitors complete or “do” Conversion Events on your site. Your site was set up to get
visitors to convert. For a Retail site, that may mean that you want visitors to purchase
among other smaller micro-conversions that will eventually lead to a purchase. A
Media site which earns revenues through advertisements, may work to increase visitor
page views which would be that site’s conversion action. A Lead Generation site may
measure conversion in the amount of Request For Proposals form submissions that
are made.
All of these Conversion Events should be tracked by Reports & Analytics (if anything
isn’t currently being tracked, please contact your Reports & Analytics administrator or
implementor to get desired tracking enabled as quickly as possible).
Chapter Seven: Visitor Activity and Content Consumption 7-3

Site Content Reports
The Site Content menu contains reports about pages, groups of pages, links, and even
missing pages.

To begin, here is arguably the most commonly run report in Reports & Analytics, the
Pages report.
The Pages Report

The Pages Report’s primary function is to simply show which pages are viewed the
most, indicating which pages and content are most important to site visitors. Therefore,
a useful metric for this report is Page Views.
The following Pages report shows that the Home Page accounted for more page views
than any other page during the time period selected.
However, the Pages report can show you oh-so-much more, simply by changing or
adding metrics.
An example of the “Pages Report”:

The report above shows, albeit in rather small text, several added metrics in the Pages
report: Average Time Spent on Page, Exits, Visits and Monthly Unique Visitors.
These metrics help you understand more about your pages. For example, the Average
Time Spent on Page metric tells you how much time people are spending on that page
before moving on to another one. The Exits metric tells you how many times the page
was the last page of a visit, showing you where people may have lost interest in your
site.
The Visits and Monthly Unique Visitors metrics are de-duplicated numbers for the
page, showing how many visits a page participated in and how many different people
saw the page during the selected time period.
There are other metrics available for this report as well, including the following:
• Reloads — How many times people reloaded (refreshed) the page.

• Average Page Depth — How many clicks it took to get to the page (was it near
the front of a visit or deep into a visit?)
• Single Access — How many times the page was the only page that they saw
during the visit (they landed on that page and then left immediately).
• Conversion Metrics — See next section.

Conversion Metrics in the Pages Report
In addition to the metrics above (which are considered “traffic” metrics), you will also
see conversion metrics in the Add Metrics dialog for Pages reports. For An example of
such a report, you might see the Orders, Units and Revenue metrics available to be
placed in the Pages report. You might also see your custom conversion event (metric),
like Registrations, Leads or Form Completions. This can be confusing to Reports &
Analytics users (so don’t worry, you’re not the only one), since the conversion really
only happens on one page: typically the Thank You or Confirmation page of a
conversion process. However, you will see conversion numbers credited to the other
pages in the report as well.
This is because Reports & Analytics distributes conversion credit between all of the
pages that led to the conversion during that visit on a linear and participation basis.

Conversion Metrics used to sort an item-based Traffic Report such as Pages are
generally referred to as Linear and Participation Allocation Metrics (Participation
Allocation metrics are enabled by Adobe Customer Care).
TIP: If you wish to
apply Conversion For example, if you went to ten pages on a visit and on the tenth page completed a
Metrics to your Traffic form and a conversion was counted, each of the ten pages would receive 1/10 of the
Reports, we recommend conversion credit (linear allocation, available by default). This conversion credit
that you apply Conversion continues to add up as more and more conversions happen on your site. The real
Participation Metrics. Talk number is rounded to the nearest integer in the report. This gives you information on
to your Account Manager page value, understanding which pages are touched by visitors that eventually
if you’d like to enable converted during the visit.
Participation.
Participation allocation works a little bit differently than linear allocation. Imagine
again that you surfed ten pages on a visit and completed a form on the tenth page.
Participation allocation credits each page with one whole conversion credit instead of
splitting a whole credit equally among the number of pages in the path. If you are
interesting in using conversion allocation to better understand which Pages and Site
Sections are trafficked by converting visitors, Adobe Training Services recommends
the Participation allocation metric. As stated before, contact Adobe Customer Care for
more information on this metric type.
Not only can you see traffic by page views, visits and visitors, but with conversion
allocation metrics (either linear or participation), you can see which pages your
converting visitors traverse.
In summary, use the Pages report anytime that you have a business question about
how a page performed on your site. These kinds of questions may sound like “Which
page did this?” or “Which page had the most of that?”
Exercise 7.1
Configure the Pages Report
1. Last month, which page had the most Page Views?
2. How many times was it the Entry Page?
3. How many times was it the Exit Page?
4. How many times was it the only page they saw during the visit (Single Access
metric)?
5. Use the filter to determine Page Views for pages that contain the word
“shopping”.
The Site Sections and Servers Reports

When dealing with a large number of pages, it makes sense to initially analyze traffic
at a high level before drilling down to page-level traffic. The Site Sections report
shows you traffic by groups of pages. Which groups of pages have the most traffic?
Depending on your Reports & Analytics implementation, these groups of pages
generally mirror your site navigation as shown in the following image.
This site calls groups of pages “categories.” Whatever you wish to call them, whether
Site Section or Channel or Category, the point is that you can know how much traffic
comes through your “Jewelry & Accessories” pages versus your “Beauty & Frangrance”
pages. This is typically the most common kind of data that is shown in the Site Sections
reports. However, because this report is not populated by default, your implementation
may or may not include this report, and the data in the report may or may not follow
the example shown. Please consult your Reports & Analytics admin for more
information about your implementation.
The Servers report is not as commonly used as the Site Sections report (let alone as
often as the Pages report), but can be helpful, especially in a global environment. Like
the Site Sections report, it is not automatically populated, and so it may or may not be

included in your implementation. The most common use of the Servers report is to
differentiate between Web sites in a global environment.
If you have several Web sites that you track, you can set the site name into the
Servers report. This would have little meaning when you are looking at the report suite
for just one site, but when multiple sites are added together into a global report suite,
the Servers report shows which site had the most traffic. If you have multiple sites and
report suites, Adobe Training Services recommends using the Server variable as
described above. You’ll thank us later for the awesome segmentation possibilities in a
global report suite.
Metrics in Site Sections and Servers

Since the Site Sections and Servers reports are really just groups of pages, they contain

some of the same metrics as the Pages report. This mostly means that Page Views,
Visits and Unique Visitors (Daily, Weekly, Monthly and Quarterly) are available for
these reports. If the Visits and Unique Visitors metrics are not enabled on your site, talk
to your Adobe Customer Care representative about metric availability.
Some of the other Page-based metrics, like reloads, entries and exits, are only available
if pathing has been enabled for the variable. For more information, see the Paths
section of this chapter.
Hierarchies
The Hierarchies report shows you traffic to groups of pages similar to the Site Sections
report. The difference is that this report allows you to drill down through each level of
your site until you arrive at the group of pages that you wish to analyze. Page Views,
Visit and Unique Visitor metrics area available for each level of analysis.
To drill down from one level to another within this tree-type report, simply click on the
“+” icon to the left of the hierarchy level. From the report example, we can see that
within the Women’s Level 1 page group, the Apparel Level 2 section gets the most Page
Views, Visits and Visitors.
Downloads and Exit Links

Downloads are automatically recorded within the Downloads report for files types
with the following extensions: exe, zip, wav, mp3, mov, mpg, avi, wmv, doc, pdf, xls.
Contact your IT group to track additional file types. By default, file downloads track
URLs, but by using Custom Link Tracking (see KB Answer ID 679), you can provide
friendly names to these reports.

Exit Links track, by default, any link that leaves your site. Like the Downloads report,
the URL is recorded by default, but your IT group can modify your implementation so
that friendly names are recorded if this would be helpful for analysis.

Exercise 7.2
Time Spent per Site Section
6. On which Site Section do visitors spend the most time?
7. Is it the same Site Section that gets the most Unique Visitors?
Story Problem 7.3

Media Site Page Consumption
Maximize site Page Views for our ad-supported media site

Page Views
Visits
Content Velocity (Page Views Participation / Visits) – shows average pages viewed
after a specific page
Question
Based on the following report, what kind of content is working? How might you
optimize your site?
Mobile Analytics
Mobile communications are dramatically changing the way people work, play, and
interact with the world. It has become common to use mobile devices such as cell
phones, personal data assistants, and portable media players to access information via
the Internet.

Mobile devices, however, come with innumerable variations of screen sizes, audio and
video functions and browsing capabilities. This lack of consistency has been very
challenging to mobile marketers trying to keep up with the explosive growth of the
mobile Internet and working to better target an audience that’s always on the go.
Why Mobile
Reports & Analytics provides mobile tracking to effectively identify and monitor those
accessing your Web sites using mobile devices. The device database in Reports &
Analytics receives daily updates from feeds around the world that ensure the mobile
device profiles are current.
Once you know who your mobile visitors are and what types of devices they’re using
to access your site, you can optimize your content specifically for those mobile devices.
The mobile-specific reports in Reports & Analytics will help you make informed
decisions about your site content, develop the most effective mobile campaigns and
deliver the best mobile experience possible!

How Mobile Works
When a mobile device requests a page from a Web server, the request is sent through
the carrier’s gateway, which converts the mobile request into an HTTP request that
goes to the Web server. The gateway also passes the user agent string of the mobile
device on to the Web server, which allows the server to respond with a page that is
built specifically for the device requesting it. The gateway then sends the request back
to the mobile device.
Because most mobile devices do not currently support JavaScript, the standard
JavaScript tracking beacon cannot be used. To track mobile device users, mobile
tracking code is placed on the page in the form of a server-generated image tag. This
image tag, or beacon, allows mobile devices to be tracked just like other visitors.

Mobile Reports
There are eleven mobile reports in Reports & Analytics, as shown in this screenshot:
NOTE: You can use

JavaScript and the
mobile tracking method
simultaneously.
To give your customers the best possible mobile experience, you’ll need to make sure
that you can technologically accommodate them as they surf your site. The mobile
reports, similar to the Technology reports in Visitor profile, give you such information.
Being able to identify the profile of each mobile device accessing your site will allow
you to effectively position your online business for an ever-increasing mobile audience.
The end result? A better mobile user experience means less conversion process fallout
and hence a conversion rate on the uptick. That’s right, take the rest of the day off—
you’ve earned it!
Devices Report
This report is pretty self-explanatory — it displays the mobile devices that visitors are
using to access your Web site. The Devices report can help you not only track your
mobile users and identify their preferences, but also help you develop strategies that
address their specific needs.
When you run this report, you will see the types of devices used, the number of mobile
views (page views on a mobile device), and what percentage of those views came from
each mobile device.
Device Type Report

This report groups devices and their associated metrics by phone, tablet, eReader,
game console and so forth.

Manufacturer Report
As you may have guessed, the Manufacturer report shows you the number of mobile
views to your site, grouped by mobile device manufacturer, and the corresponding
percentages.
Screen Size, Height, and Width Reports

These three reports are related and hence grouped here. Obviously, the Screen Size
report shows the screen size (height and width) of the various mobile devices using
your site. You will see the number of mobile views, and their percentage by screen size.
So why do you need separate Screen Height and a Screen Width reports? That’s a good
question. Here’s a lengthy answer.
Because there are so many types of mobile devices, with so many different screen
sizes, the Screen Size report alone simply wouldn’t give you the granularity needed to
make sound business decisions concerning your mobile Web site.
Here’s an example: Imagine you run a Screen Size report, and see that 38% of the
mobile views of your site were on devices with a screen size of 320 by 240. You may
not feel that’s a large enough percentage to base your decisions on when trying to
build or improve your mobile Web site. How big should you make the pages? You
know that the iPhone is really popular, so you breakdown the report further and find
that iPhones account for another 18% of the mobile views on your site.
You run the Screen Height report and find that 41% of your visitors are only using
devices with a screen height of 240. That’s a pretty big percentage, but there are 11% of
visitors with screens at 260, and another 14% with screen heights of 320. Your iPhone
visitors, at 18%, have a screen height of 480, unless of course they spin it.... That’s
another 43% of your visitors who have devices with taller screens than 240 pixels.
As you work on your site design, knowing these percentages will allow you to keep the
most important items or information above the fold of the page. This provides the best
mobile experience possible.

Likewise, knowing screen width will be vital when deciding where to place items on a
page. Running the Screen Width report shows that 61% of all the mobile views of your
site are on devices with a screen width of 320. The second highest percentage of
mobile views is 24% for devices that have a screen width of 240. Now you know that if
you build a mobile Web site for devices with a screen width of 360, you will need to put
the most important items or information in the area that’s immediately viewable on
devices with a width of only 240.
Support Reports
The rest of the mobile reports are about what the mobile devices themselves support,
so we’ve dubbed them the “Support Reports.”
Cookie Support Report

First is the Cookie Support report, which shows whether or not a mobile device accepts
cookies. Mobile views are divided into three groups: supported, not supported, and
unknown.
Here’s how it works. Adobe maintains a list of mobile devices that are known to
support cookies. When a visitor comes to your Web site, the type of mobile device
being used is captured by Reports & Analytics and compared to the list. If the device
being used matches one on the list, then the Supported group, or line item, will be
incremented by one. If the mobile device being used does not match any devices on
the list, then the Not Supported line item will be incremented by one. Remember, if
you want to know which devices coming to your site support cookies, simply break
down the Supported line item by device. Voilà!
Image Support Report

Next is the Image Support report. This report groups mobile devices based on the
types of images they support. For example, if someone views your site on a phone that
supports JPEG images, that group (line item) will be incremented by one. However, if
their phone supports JPEG, PNG, and GIF formats, then each of those groups in the
report will be incremented by one. So beware! Adding up the group totals will not
equal the report total at the bottom of the report.
For example, if you had 10,000 mobile views to your site, and 100% of the devices
supported JPEG, that line item total would be 10,000. Imagine that all those devices
also supported GIF, so that total would also be 10,000. But if only 80% of the devices
supported PNG, then the total for that line would be 8,000. Adding those totals
together would give you 28,000 mobile views, but that is not a correct report total. You
only had 10,000. Remember, the sum of the groups will be greater than the total
mobile views shown at the bottom of the report.
Color Depth Report

Now, on to Color Depth. You’re probably thinking, How can this be a support report? It
doesn’t say “support” after it. Well, maybe someone thought that name was too long.
In any case, this report shows the total number of mobile visitors to your site, and
breaks them into groups based on the number of colors their mobile devices support.
So you see, it is a support report.
So if someone visits your site on a mobile device that supports 16 colors, that line item
will be incremented by one. This time the total at the bottom of the report will equal
the sum of the line item totals, since each mobile device will only be incrementing one
line item. And, of course if you want to know which mobile devices support a particular
color depth, just break down that line item by device.
Audio Support Report

The Audio Support report is the key to optimizing the delivery of audio content on your
site. This report groups mobile devices by the audio formats they support. If a device
supports multiple audio formats, then each format reported will be incremented by

one. As in the Image Support report, the sum of the line items will be more than the
total at the bottom of the report, because they came from the same mobile device.
Video Support Report

And finally, the Video Support report, which groups mobile devices based on the type of
video they support. What? You already guessed that? Then you may also have guessed
that, like other reports, the sum of the line items in this report will not equal the total at
the bottom, since mobile devices can support more than one video format. You will also
notice when you run this report that there is a line item called “none.” That is because
some of the mobile devices that are used to access your site don’t support video.
Tracking Mobile Devices in Regular Reports

Most Reports & Analytics reports are available and accurate. However, mobile device
tracking limitations make reporting difficult in a few areas. Here’s a brief summary.
All Custom Insight (prop and eVar), Event, Site Traffic, and Pathing reports are
supported. However, the following caveats exist because of the collection method:
• Site Content — Visitor Click Map is not available for mobile sites because it relies
on JavaScript, which is not used for mobile tracking.
• Traffic Sources — The following reports will only have mobile data if the referrer
is populated in the image request sent from the mobile page.
›› Search Engines
›› Search Keywords
›› Referring Domains
›› Referrers — The referrer is populated via the ‘r’ query string parameter, as
outlined in the “Implementing without JavaScript” white paper.
• Visitor Profile — Because mobile devices rely on a gateway to request images
from Adobe servers, these reports may contain inaccuracies:
›› GeoSegmentation — GeoSegmentation reports are based on the IP
— :
address of the device sending the request. The gateway’s IP address is

used to determine the geolocation of the user. Because gateways and
their IP addresses are registered for large networks, the associated
geolocation is often less accurate.

›› Domains — Domains are also based on the IP address of the gateway, so the
Domains report often contains the name of the carrier who owns the
gateway. Due to Mobile Virtual Network Operators (MVNOs), this may not
represent the company who contracts with the mobile visitor.
All of the following Visitor Profile reports rely on JavaScript to detect specific settings
NOTE: VISTA can
of the browser. Because JavaScript is not used to create the Web beacon (image
be used to alter data
request) on mobile devices, all of these reports will be incorrect. In other words, data
collected from both mobile and
collected from mobile users will not be included in these reports.
standard methods.
• Time Zones
• Cookies
• Connection Types

• Java, JavaScript
• Monitor Colors and Resolutions
• Browser Width and Height
• Netscape Plugins
Operating System and Browser reports are dependent on a mobile device database
that receives daily updates from manufacturers.
Exercise 7.4
Breaking Down Mobile Reports
8. Run a Mobile > Manufacturer report to answer the question:
9. Which manufacturer has the highest revenue this month?
10. Breakdown the Manufacturer with the highest revenue by Devices by clicking
the breakdown icon.
11. Which device by that manufacturer has the highest revenue?

12. Now run a Mobile > Devices report:
13. Is the device with the highest overall revenue the same device you found
previously in the Manufacturer report?
14. Breakdown the Devices with the highest revenue by Time Spent per Visit
using the breakdown icon.
15. How much time is spent by the group that spends the most money on our
site?
Path Analysis and Reporting
The Paths reports help you understand where visitors go once they arrive. How do
they navigate? How long do they stay? What are they looking at? What is the
“clickstream” of pages they follow? Clickstream allows you to examine the movement
trends on your site and optimize it accordingly.

With Path reports, you can find answers to questions like:
• Do people go where I want them to go?

• If they don’t, where do they go and why?
• How effectively does the site guide visitors down a desired click path?
• Which pages help? Which pages hurt?
Clickstream analysis can uncover most popular paths, path length, graphically explain
page flow, fall-out and drop-out, and analyze entry and exit pages. Knowing this
information is critical when optimizing your site. If you have large amounts of traffic
with poor conversion, you definitely want to see where people are dropping out. Is
there something you could do or change that would lead to more conversion?
Next Page Flow Report (graphical)

The Next Page Flow report shows you, from a chosen page, what is the next page that
a visitor visits? Its graphic visualization of site traffic makes understanding how people

move throughout your site much easier. Keep in mind that if you’ve enabled pathing
for other Traffic Metrics (enable by contacting Adobe Customer Care), you can also
track their flow (think about tracking the flow of visitors from one Site Section to
another!).

Next Page Flow graphs up to 10 second-level and 5 third-level branches from the origin
page. You can change the origin page of the report by clicking on the current page
name next to “Selected Page.” This will bring up a dialog box with a list of available
page names from which you can select. If you can’t find the page that you’re looking
for, just perform a search.
Next Page Flow Report (tabular)

The Next Page Flow report is also available in tabular format. This is the popular hybrid
of the Next Page Flow graphical report and the Next Page report. To change your
graphical Next Page Flow to the tabular view, simply click on “Tabular” within the
“Report Type” area at the top-left of the report. Click on the “+” to drill down within the
report for additional levels of clickstream analysis.
Next Page Report
The Next Page report provides an exhaustive list of next pages (which page was viewed
after Page X?). The Next Page Flow reports limit you to just 10 second-level value, but
the Next Page report shows you all next pages. This report, however, does not allow
you to drill down to see third-level branches.
The page examined can be changed by clicking on the current page name in the
“Selected Page” area at the top-right of the report. A dialog box with page names will
appear and you can select your new page name from there.

Previous Pages Reports
Previous Page and Previous Page Flow are simply inverted Next page and Next Page
Flow reports. The have the same options and same usage, but help you answer
business questions when backtracking through a path is the only way for you to
resolve a concern.

Story Problem 7.5
Father’s Day Microsite
Scenario (look for KBRs and KPIs)
Your company has built a special microsite with gift ideas for Father’s Day that is fed
traffic by display ads on women’s interest sites (targeting spouses). The purpose of the
microsite is to increase brand awareness of your company (Geometrixx), increase
online and in-store revenue and to get contact information from your visitors so that
you can remarket to them. The site was launched two months before the holiday.
16. Run a Next Page Flow report for the “Mens:Desk & Travel” page (the microsite
page) and set the filter to “Entry Paths Only.”

17. Class Disucussion: Questions from the above scenario can and should be
answered using various reports, but what questions can you answer from just
the Next Page Flow report? Are visitors going where you want them to go?
Identifying Paths of Interest

In approaching the Paths reports, you may want to consider taking a structured
approach. Certainly you can just go in and run reports and see what is there, but you
may find that you have more success if you follow the steps outlined in this section.
Certainly as you proceed through this process, you will find meaningful results by
following the structured approach outlined below. As you explore the path reports, it’s
okay to occasionally veer off on tangents if you are eventually able to discover valuable
things about visitor activity on your site that you can leverage to make positive changes
to the site or marketing; however, don’t get caught going in circles trying to make sense
of every report. Not every report contains an answer that you need because you won’t
find an answer if you didn’t originally have a question.
If you decide to take a structured approach, you can follow these steps:
18. Define conversion path

19. Run detailed analysis
20. Look for problem areas
21. State hypothesis
22. Test hypothesis
Step 1: Define the Conversion Path

Before you can optimize your conversion path, you need to know what it is. Of course,
many sites have many path variations, but your site should have at least one goal or
event that defines success. You should continually analyze such linear processes
through the Path Reports. Some processes may consist of few pages (example:
newsletter registration); others consist of many more (example: mortgage application).
To define your path, first determine the pages that lead to the success event. Start at
the convergence pages (pages that every user must see to complete the process) and
map the path as the most effective route between entry and success.
It is likely that your site has many pages or possible path deviations between major
path pages. For example, if a user enters a Retail site and views multiple products and
site sections before buying an item, his path can be analyzed from different angles.
What page did he come in on? What products did he view? What site sections did he

visit? If he left the site, at what point or page did he leave? Just make sure that your
analysis is fruitful. Don’t get caught up in minor path details if such details do not lead
you to make meaningful site and marketing changes that will increase site conversion.
Before you do any clickstream analysis, define your conversion path. Write down the
Adobe page names that belong to these pages, so that you are familiar with their
names in the reports. If you don’t know the Adobe names of your pages (e.g., do we
refer to our Home Page as “Home Page”, “HP” or something else?), install the Adobe
debugger on your web browser. Once installed, run the debugger tool while viewing
one of your site pages. A pop-up window will display the page name in addition to
other values that Adobe has recorded from the page. Search by “debugger” in the
Knowledge Base for more information.
Step 2: Run Detailed Analysis

Several reports in the Paths menu can help with detailed path analysis. A few are most
commonly used ones. But first you should understand a little about different kinds of
path analysis. There are two kinds of path analysis available in Reports & Analytics:
23. Point-based Analysis

24. Direct Path Analysis

Point-based Analysis uses the pages as “checkpoints.” Using the example in the
previous image, there might be three or three hundred (or three thousand) ways that
visitors went from Page A to Page D on your site. However, maybe all you care about
is how many people did make it from Page A to Page D, no matter how they got there.
If enough people made it to Page D, then you may not care exactly how they got there.
Direct Path Analysis covers most of the pathing reports available in Reports & Analytics.
This simply tells you exactly where people go on your site. For example, from Page A,
they go directly to Page B, and then directly to Page C. However, from Page C, there are
several pages that they might view. Examples of this kind of path analysis will be
discussed later.
Both methods answer valid business questions regarding how people move through

your site. But you may want to start with the point-based analysis, just to see if people
are really doing what you want them to.
Step 3: Look for Problem Areas

The third step in analyzing the conversion path is looking for pages that cause visitors
to leave your site before conversion can take place. Find these suspect pages by using
some of the reports in the Path module. These reports include the following:
• Exit Page
• Single-Page Visits
• Fallout Report
Now granted, the visitor does have to leave from somewhere on your site, so don’t
make false assumptions from the Exit Pages report. However, if a substantial percentage
of visitors leave from the middle of your conversion process, then that is a problem
that you must address.
In the same way, the Single Page Visits report needs to be understood so that decisions
are not made prematurely. Don’t panic because there are a ton of Single Page Visits on
your home page. Remember that Reports & Analytics is telling you exactly what
happened. You must still interpret the data within context to make wise decisions. For
example, Single Page Visits could be high for a portal page if visitors have that page set
as their browser home page. Other sites may display large quantities of information on
the home page, satisfying the visitor’s needs. The point is, analyze everything within
context. Understand your site and its workings.
In any case, these reports can possibly show you some of the low hanging fruit for
fixing pages on your site. Once you have done this, you can move on to more detailed
path analysis.
The Fallout Report

The only Paths report in Reports & Analytics that uses point-based analysis is the
Fallout Report, so this is a good place to start. The Fallout Report shows the number of
visitors who successfully visited a pre-specified sequence of pages. It also shows
conversion and fallout rates between each step. Most analysts use this report to
examine conversion through a linear site process like checkout, registration, form
submission and so forth.
To use the Fallout Report, select it under Paths > Pages. > Fallout Report.
You will be presented with a page that explains the purpose of the Fallout Report and,
most importantly, with a button to launch the Fallout Report Builder.
After launching the Fallout Report Builder, you can drag the pages to the Checkpoint
Canvas pane on the right to define your report. You may have to search for some of the
pages that you wish to include on the Checkpoint Canvas because page selection panel

will . As you drag and drop your pages onto the Checkpoint Canvas, holding the
dragged page close to another checkpoint will allow you to drop, insert or append the
page into the process.
Remember that the Fallout Report is the only report that uses the pages as checkpoints.
It is Point-based Path Analysis instead of Direct Path Analysis.

The Fallout report shows you where people fall out of your conversion
path. That’s very important to know. Why? Because by discovering the
weak points in your conversion path, you can optimize or make changes
to your path such as the information you request (if this is weak,
get contact info first, more sensitive data on subsequent pages), the
navigation options or page style. Afterwards, do an A/B or multivariate
test to validate that visitors are getting through your conversion path at
a higher rate.

Here’s how to read this report:
• During the time period selected in the report, 28,867 visits or people made it
somehow to the “Shopping Checkout” page.
• Of those people, 63%, or 18,278 of them, made it somehow to the shipping page.
• Of those 18,278, 62% of them, or 11,409, made it somehow to the billing page
• Of those 11,409, 56% of them, or 6,375, made it somehow to the order
confirmation page.
Again, the word “somehow” is emphasized in here because the visitors did not have to
go directly from one checkpoint to another in order for the Fallout report to count the
visitor in the “Continued” column. The visitor could have viewed other pages in
between the checkpoints. As long as the checkpoints (or pages) were eventually
viewed by the visitor in the order that we’ve designated in the Fallout Report Checkpoint
Canvas on the same visit, then the visitor is counted as not having fallen out of our
defined path. Be sure to try the “Begin with All Site Visits” option on the Checkpoint
Canvas so that you can see your site conversion in the Fallout Report.
This report is very popular because it is so very powerful and yet so easy to create. You
can analyze up to seven checkpoints in this report. Some people simply like to use two
checkpoints so that they can see the relationship between specific pages on their site.
For example, “How many people who were on this page made it over to that page
during the same visit?”
As cool as the Fallout report is, it does NOT tell you where the people went that fell out
of the process. Did they go to another page? Did they leave the site directly? To get this
information, you need to go to the other Paths reports, because all the rest of them use
“direct” path analysis, so they can tell you where people went directly from a page in
the process.

Story Problem 7.6
Examine Key Paths with the Fallout Report
Maximize profits by reducing any barriers to conversion in the checkout process for the
Geometrixx web site

Checkout Conversion Rate (at each step of the process)

1. Run a Fallout report for the following pages in the order listed. Select the
“Begin with All Site Visits” checkbox.
›› Shopping Checkout
›› Shopping Shipping
›› Shopping Billing
›› Shopping Order Confirmation
2. Is the Checkout Process working? Is there room for improvement? Examine
the reports and the Checkout Process pages (next slide) before giving your
recommendations. Use Next or Previous Page flow to gain insights into each
step of the Checkout Process.

3: Shopping Billing 1: Shopping Checkout
4: Shopping Order Confirmation 2: Shopping Shipping
Pathing and Fallout Case Study
Notre Famille
Paris, France
Challenge
Established in France in 1994, Notrefamille.com is an Internet portal dedicated to
family identity and genealogy. Notrefamille.com found that its transaction process
was too long and was a drop-off point for visitors. “We knew that visitors were
adding products and services to the cart but were not going through with the
transactions; what we didn’t know was why,” explained Emmanuel Condamine,
Content and Services Manager, Notrefamille.com.

Adobe Solution
“Originally, it was a four-step process but, despite the visitor being made aware of
exactly what stage s/he was at in the process, it was proving too long. So we
shortened it so visitors can complete a transaction in just two steps.”
Navigation of the site has been changed to reflect the findings of Reports & Analytics.
“When you design a site, it’s very easy to assume that you know what’s best and build
the site based upon past experience and intuition. However, by examining the
clickpath, we were able to amend the navigation of the site so that it’s based on
fact—we now give visitors what they actually want, rather than what we think they
want.”
Reports & Analytics showed Notrefamille.com that the seemingly small things
can be responsible for visitors dropping off the site. “Before using [the Adobe
Marketing Cloud], the images on the site did not contain links. Reports & Analytics
showed us that visitors assumed the images doubled as links and were clicking on
them to navigate their way around the site. When they found they did not contain
links, they were getting frustrated and leaving the site. So we gave them what they
wanted—a logical navigation path—and embedded links within the images, which
has reduced the drop-off rate by 32%.”
Results
“After analyzing visitors’ behavior when they were filling the cart, and shortening
the transactions process from four stages to two, we increased the conversion rate
by 15 percent. We also increased the number of items purchased per transaction
by 10 percent.”
Having instant access to the comprehensive data has proved invaluable to

Notrefamille.com. “Being able to manipulate such large amounts of data on three
separate sites using just one portal really puts us in control and lightens the
administrative burden. And the fact that the statistics can be called up ‘live’ means
we can very quickly identify trends and preferences and make the appropriate
changes immediately. We’ve had great success using [Adobe]. Reports & Analytics
has added real value—we can be incredibly precise with our data analysis, which
feeds back directly into our sales and marketing efforts.”

There are several other reports under Paths that can help you with out path analysis.
Here is a quick list of a few of these reports, stating when you might want to use them:
Path Length
How many pages people are visiting on your site. Are they usually seeing 2 pages or
20? If Engagement on your site is an important Key Performance Indicator, this report
may be helpful so that you can measure your progress as you work to get visitors to
view more pages per visit.

Page Summary
Visit this report to see a summary of several metrics for one page. If you want to see
how people flow in and out of a page, how many page views it had, how many reloads,
entries and exits, and see it all in one page, visit this gem.
You will likely view this report for your most crucial and important pages. You may
wish to save different versions of this report, meaning a summary report for various
pages, as bookmark (discussed later) to make it more convenient and quick for you to
run this report for those pages.
Entry Pages
Use this report to quickly see which pages are the most common landing pages on
your site (technically the first page of the visit). “Entries” is also a metric in the Pages
Report, which if added, gives you the same traffic information as this report (you can
add Conversion Metrics to the Entry Pages report to see how much conversion comes
from visitors that pass through specific landing pages).

Exit Pages
Use this report to quickly see which pages people are leaving your site from. This one
is also available as a metric in the Pages report. You can also add Conversion Metrics
to this report just like the Entry Pages report.

Single Page Visits
The Single Page Visits reports show you pages that were both Entry and Exit pages on
the same visit. In other words, visitors accessed one page of your site and left.
Exercise 7.7
Exit Pages
Run the Exit Pages Report to answer the following questions:
3. Last month, what were the top 5 exit pages?

4. Do they have a significant percentage of the exits, or is it evenly spread out?
5. Are any of the top exit pages alarming to you?
Step 4: State Your Hypothesis

At this point, with all of your Reports & Analytics data coupled with your knowledge of
your site, you’re ready to state your hypothesis for change. For example, you may learn
through the path analysis that people are leaving the checkout process from the
“Shipping Information” page. In fact, you further learn that they are also leaving the site
from that page quite often, making it the exit page.
Now that you have this data, you can look at the page and hypothesize what the issue
might be. Are the shipping costs too high, causing people to look elsewhere for a deal?
Are the shipping costs so ambiguous that they can’t really tell what they are going to
have to pay? Is it possibly a navigation problem?
The key point here is to use the reports (yes, that was plural) to hypothesize what
might help people continue through your desired click path. All path analysis should
result in a hypothesis for change.
Step 5: Test your Hypothesis

Once you’ve analyzed Reports & Analytics data, found a problem and made your best
guess for change, proceed to make the change to your site or marketing. Use the
analytic process covered in Chapter 1 to see if the change has the desired effect.

Although this chapter does not go into great detail on HOW to actually make the
desired changes, you need to learn how to develop your hypothesis and
recommendation for improvement and send it to the person who has the tools or
authority to make the suggested changes.
Although this is the smallest section so far in the paths area, testing your hypothesis is
NOT optional. Without making changes to your site, you will never be able to improve
the conversion flow through your site. But don’t worry about accidentally missing this
step either. As you do path analysis, you will notice inefficiencies in the site. You’ll find
that correcting those inefficiencies, trying new ideas, new navigation, new aesthetic
schemes, new checkout processes, new marketing or any other change to increases
site conversion will be very addictive. Enjoy it. Embrace it.
Quiz 7.8

1. True or False: The “Exit Links” report shows you if visitors on your site are going to
your competitors’ sites after visiting your site.
a) True
b) False
2. Which report shows a graphical representation of where visitors go after viewing a

specific page?
a) Next Page Flow report
b) Fallout report
c) Next Page report
d) Path Length report
3. What is the difference between Point-based Analysis and Direct Path Analysis?
(Short answer)
4. What is the purpose of the 5 Steps of Effective Path Analysis? (Short answer)

Product Reports
If you have a Retail site, or even a retail section on a very large site, then you will be
very interested in the Products reports. This is another example of activity that people
do on your site. Simply put, these reports will help you understand which products or

groups of products people buy the most.
In the screen shot above, you’ll notice reports above Products such as “Brand” and
“Product Department” that you may not have in your own left-hand navigation. These
reports are Classifications or groupings of the Products report. These can be created by
analysts or your Reports & Analytics administrator.
If you are a Product Manager, and are only interested in certain products, then you can
use the filter (search) field to limit which products are showing in the report, as seen in
the following example of a “Products Report”:
TIP: You can create
a custom Conversion
Funnel specific to your

Conversion Metrics even if
you don’t manage a Retail
site. If Conversion Events on
your site occur in a specific
order, they’re great candidates
for a Conversion Funnel.
Other Products Reports

The Products menu has a Conversion Funnel report (similar to the Conversion Funnel
reports provided for Campaigns, Purchases and the Custom Events). This report is very
useful for a Retail site, because many of your success events occur linearly. For example,
on a Retail site, a visitor generally first views a product, then ads the item to a shopping
cart, subsequently checks out and ultimately makes a purchase. Since the structure of
most retail sites practically guarantees that the events will occur in the order described,
product-related metrics are good candidates for the Conversion Funnel. The funnel
report will show you the conversion metrics for each step of the conversion process as
well as conversion rates.

The events in the funnel can be customized for your site, so that they match the events
that you have implemented (click on Selected Events to choose new conversion
metrics for your funnel). This is a quick way to see your conversion percentages for
each step. You can also use Calculated Metrics (discussed in a later chapter) to create
these conversion metrics and place them into your other products-related reports.
Custom Products Reports with Classifications

The two Products reports shown above are probably the most used out-of-the-box
Products reports. However, if you have products on your site, it is very possible that
you may have some custom product reports as well. The creation of the custom
products reports is not covered in this course, but it is covered in the Advanced Reports
& Analytics Features & Tools course offered by Adobe Training Services.
The following report is an example of a custom products report, where all of the
products have been organized into “Product Groups.” (For more information on
Classifications, please see KB Answer ID 427).
This can be very valuable, so that you can see which kinds of products are selling the
best on your site. If you have a Products report, but do not have any kind of custom
groupings of products, you may want to speak to your Reports & Analytics admin and
see if there are any plans to have them created.
Exercise 7.9
Products Reports
Run the Products reports to answer the following questions:
1. Which product accounted for the most revenue last month?
2. Which watch accounted for the most revenue last month?

Activity Maps
Activity Map is an Adobe Analytics application that ranks link activity using visual
overlays and provide a dashboard of real-time analytics to monitor visitor engagement.
The ranking of the links can be done using various metrics which allows a deeper
insight into user actions, pre-created segments can also be applied to filter the results

Activity Map comes as a browser plug-in, the installation instructions depend on the
browser client is using.
Activity Map browser plug-ins:
• Are installed manually.
• Are launched by a button or menu item in the browser toolbar.
• Are compatible only with the latest versions of these desktop browsers: Internet
Explorer, Firefox, Chrome, and Safari.
• Support the ”Remember my login” feature.
Installation Steps for Chrome

• Go to Adobe Analytics > Tools > Activity Map.
• Click Download Activity Map.
• Click Install the Activity Map Plug-in.
• Answer Yes when the security warning asks you whether you want to download
the Activity Map Browser Plug-in.
• Once the download has completed, find the location of the .zip file and unzip its
contents.
• Return to Chrome’s address bar and enter chrome://extensions.
• Check the Developer mode box.
• Click Load unpacked extensions and select the unzipped folder from the popup.
• If you see an Adobe Analytics icon added to your tool bar, your download was
successful. You can now launch Activity Map from your page.
Launch Activity Maps

• Assuming that the correct browser plug-in is installed, you can launch Activity
Map directly from your web page.

• Click the Adobe Analytics icon to the right of your browser’s address bar.
• The icon will turn “purple” and a pop-up window will be launched
• Sign in with your login company, username and password.
• The application should launch, displaying the toolbar and overlays

Activity Map User Interface
The Activity Map UI is comprised of the top window with the web page, overlays, and
a toolbar.

Activity Map tracks links with a robust algorithm that includes the tracking of page
regions to avoid cases of the same link being confused across different devices because
the link shows up in different positions on the page
Ensures link uniqueness, which means that distinct links cannot be mistaken for one
because of issues with LinkID or across different browser makes.
Activity Maps Standard Mode vs Live Mode
Activity Map provides two basic modes to provide complementary reporting of page
activity.
• Standard mode, in which the Links on Page Report shows link data ranging from
single day to multi-day, aggregated over the full date range.
• Live mode displays activity trends in real time.

The two modes can be toggled by clicking the Mode button on the toolbar.

In Standard Mode, you can select the date range in the toolbar as shown below
In Live Mode, Analytics data is shown in 1-minute to 15-minute

increments, in a trended fashion. This mode is all about analyzing
and monitoring short-term trends on the web page. Live mode
responds to the needs of publishing organizations. These
organizations need to monitor micro-trends on link popularity
within a few key pages.

Activity Map Links report
• The Links report, reports on the links that were found on the current page.
• The Links On Page report offers a tabular view of the links.
• The Links On Page report opens below the browser frame in the Activity Map
dashboard.
Standard Mode:

Live Mode:
Real time (live) Page Analytics
Real-time page analytics (Live Mode) lets you obtain results with minute granularity in
real time. Analytical data is displayed in 1 to 15 minute incremental window. With the
links and content trending real-time, immediate actions can be taken to optimize
campaigns

Customer Segmentation
Using Customer Segmentation we can view the Activity based on a segment of
customer (Standard Mode). When more than one segment is selected, the Segment
Selection Label (in a collapsed state) will display “Multiple”. The selected segments will
be applied to all Analytics reports presented in Activity Map, which includes overlays,
and the Links on Page, and Page Details reports.
Customizable Overlays
Overlays give you multiple ways of configuring data visualization so that you can easily
see and understand the popularity of links on a page. Overlays let you visualize click
data directly on the page. This is what separates a visual analysis tool like Activity Map
from mostly tabular and graphical tools like Reports & Analytics.
Activity Map offers three types of overlays:
• Gradient Overlay (Heatmap)
• Bubble Overlay
• Gainers and Losers Overlay
Gradient Overlay
With the gradient overlay, the color intensity is based on the popularity of the link. This
intensity can be normalized for the top 30 rankings, or a function of the absolute
metric value.

Bubble Overlay
The Bubble overlay shows the overlay content (metric, percentage, or rank) in a small
callout bubble.Bubble overlays are shown when you select this overlay in the Overlay
Type in the toolbar. . Bubble overlays show for all links that match the selection in
Activity Map Settings (top 30, top 50, all...). Gradient overlays will be shown if this
option not selected.

Gainers and Losers Overlay
Gainers and Losers overlays are available only in Live mode. They report real-time
changes in link activity by comparing the metrics from the current period with metrics
from the last period. They give you a visually compelling way to view trending in real-
time.
This real-time overlay ranks clicks based on changes in the metric value between the
previous and current periods.
Export to CSV file

In Standard Mode, Analytics data from Activity Map can be exported to a Comma
Separated Values (CSV) file. CSV export lets you save the analytic data generated for a
page to a flat CSV file, allowing you to export the Page Report, Page Flow Report, and
Links on Page data. You can then view as a spreadsheet or text file, or import the data
into another system. Activity Map generates the filename based on the Adobe
Analytics Page name and appends a date and timestamp to it: Pagename_DateTime.
csv. This file will be saved under the default Download directory for the corresponding
browser.
Video Reports
You can understand and analyze video consumption on your site with Reports &
Analytics video reports. See top viewed videos, completion rates, ad impressions and
which parts of your videos get viewed. You also find out which videos lead to views of
other videos through Paths reporting.

Video Metrics
Video metrics are found in the Video Events reports. You can view these metrics alone
(like a metric-based report in Site Metrics) or you can apply them to an item-based
video report. Metrics include:
• Video Time Viewed: Total time viewed for all videos by day (HH:MM:SS)
• Video Views: a video is started
• Video Completes: all of the video is viewed (completion point determined
during implementation, e.g., counting 95% as completed)
• Video Segment Views: a segment is viewed (video segments are created by your
implementation group, e.g., PreRoll, Segment1, Segment2, PostRoll, etc.)

Video Engagement
These reports give you a comprehensive overview of all video activity on your
site. You can segment these reports by Device, GeoSegment Country or by any of
the other segments that you’ve created in Reports & Analytics. These reports
include:
• Video Overview: Video dashboard

• Video Detail: Top videos with Completion Rate, Ad Impressions, and other
top metrics
• Video Daypart: Shows video views and unique visitors by time of day
Video Variables
These reports include:
• Video: Top videos viewed

• Segment: Segment views by segment (PreRoll, Segment1, Segment2, etc.)
• Content Type: Describes the type of content (set in implementation)
Video Paths

You can use the Paths reports to see how visitors engage with your video content.
After they watch a certain video, what do they view next? What do they view
before viewing a specific video? Do you have a series of videos that you’ve
designed to be viewed linearly? Build a Video FallOut report to see if viewers
follow the intended viewing path. Access these reports under Paths > Videos. The
following is a “Next Video Flow Report” example:
In addition to the out-of-the-box reports that help you track what people actually do on
your site, there may also be some custom reports set up for your site that help with this
as well.

Custom Example: Internal Search Terms
This is probably the most common example of custom reports that is implemented on
Reports & Analytics client sites. Anyone with an internal site search field will want to
know what people are searching on. If you have an internal search field on your site, you
may also want to know which internal searches also result in conversion. Therefore, it is
very common for clients to have an internal site search report under Custom Traffic and
also under Custom Conversion. That way, you can also see how the internal search terms
relate (correlate) to other reports that are “trafficky” or “conversion-ish.” You will learn
how to break down these reports by each other later in this manual.
The following is an example of a custom conversion report for site “Internal Search
Terms” showing which terms resulted in conversion (Revenue, Units and Instances in this
case, although any Conversion Events could be added to the report for analysis).

This report shows you a couple of things. First, it shows that almost 89.8% of the
Revenue earned on the site were from people who did not do an internal search at all.
This is represented by the “None” value at the top. However, of all the internal search
terms that did drive Revenue, the term “watches for him” had the most.
Custom Example: Internal Campaigns

Another very common example of a custom “What do people do?” report is an Internal
Campaigns report. This refers to banners, popups or links that you want people to click
on located on your site. These could be special offers or just simple announcements
such as “Sign Up Now!”
If you have these kinds of calls to action on your site, test them to see which ones work
the best to drive the most conversion. The following is an example of a “Internal

Campaigns Report”:
Exercise 7.10
Run an Internal Search Terms Report
Run the Custom Report to answer the following questions:
3. Which internal search term had the most searches last month?
4. Are there any other metrics available that can give you more information
about the internal search terms?
Story Problem 7.11

Retail Site Internal Search
Scenario
You manage the Geometrixx Web site and you’re now focusing on Internal Search.
Question
How can you use the following report to optimize your Web site?
This report indicates which Internal Campaigns have driven the most orders during the
time frame selected.
Many other examples could illustrate custom reports that help show what people do on
your site. For more information about custom traffic and custom conversion reports
available to you, contact your Reports & Analytics adminstrator.
Story Problem 7.12

Time Parting
• Understand visitor activity by time to optimize our ad-supported media site
• Incentivize visitors to view content and register to view premium content

• Page Views
• Visits
• Registrations

1. You work providing sage analysis to executives for a media site called
Entertainment Today. General content is updated on Mondays while film
critiques and weekend entertainment/recreation stories are published on
Thursdays. Look at the Day of Week time parting report below and decide
how you can both market and optimize key content for release at times to
give exposure to the largest possible audience.

Quiz 7.13

1. Provide an example of a custom Visitor Activity report. (Short answer)
2. What is the definition of the “Video View” metric?

a) 100% of a video is viewed
b) An entire video segment is viewed
c) 95% of a video is viewed
d) A video is started
3. What does “Exited Site” mean in the “Next Videos Flow” report? (Short answer)
Exercise 7.14: Adding Visitor Activity & Content

Consumption Reportlets to a Dashboard
2. Add two reports discussed in this chapter to your existing dashboard
3. Add one Paths reports to the dashboard
4. Depending on your Web site type, add another report from this chapter to
your dashboard.
›› If you have a retail component to your site, add a Products report.
›› If you have videos on your site, add a Videos report.
›› If you have important custom reports from this chapter, add one of those
reports.
›› If you want to know about top pages or groups of pages, add a Site
Content report.
AEM Asset Reporting
AEM Asset Reporting feature helps enable Report and Analytics to collect impressions
and clicks on Assets served up from AEM Asset Insights

This integration
• Enables reporting in Analytics.
• Adds new reports to the Asset Variables in Analysis Workspace and Ad Hoc
Analysis namely Asset ID, Asset Source, and Clicked Asset ID
• Adds new reports like Asset Clicks and Asset Impressions to the Asset Events
Steps to enable AEM Asset Reporting

• In order to enable AEM Assets Reporting for your report suite click on Admin >
Reports Suites
• Select the report
• Click Edit Settings > AEM > AEM Assets Reporting

• Click on Enable AEM Assets Reporting Button to enable the feature
• Once activated the button will show the feature as Already Enabled
Internal Campaigns Case Study
Blinds.com
Houston, Texas
Challenge
Blinds.com, the No. 1 online retailer for window coverings in the U.S., needed to
improve its online programs and offerings in order to boost revenue – but the
company was saddled with an ineffective analytics program. “The data wasn’t
complete or accurate, and it was hard to access,” says CMO Daniel Cotlar.

Cotlar knew that if the company could accurately measure the impact of online
campaigns and promotions, the data would reveal insights into cause and effect
that would enable them to make better decisions, without relying on guesswork.
“We had no way to determine if a change resulted in a positive or negative
outcome,” Cotlar explains. “I knew we were leaving money on the table.” Data-
driven marketing would improve the site, better the company’s relationships with
manufacturers and visitors alike, and drive increases in revenue.
Adobe Solution
Cotlar and his team implemented Reports & Analytics to track metrics such as
real gross margin per visit, revenue per visit, conversion rates, search engine
performance, and abandonment by page and source of traffic. Blinds.com now
ties all its marketing programs to Reports & Analytics for easy and effective
measuring, and the data offers insight into how shoppers respond to different
products, merchandising and promotions. By creating customized dashboards,
the marketing organization easily disseminates the data to different stakeholders
within the company—from the CEO to product managers to salespeople—for
informed decision-making.
Results
Blinds.com boosted gross margin per visit, the company’s key metric, by 50%
since implementing Reports & Analytics. By creating automated reports,
dashboards and workflow routing, the company has eliminated 500 hours of
manual report generation per year. And by providing real-time information to
suppliers on how online promotions correlate directly to increased customer click
activity and sales, the company improved relationships with key manufacturers
like Levolor—and tripled Levolor sales.
“While income statements tell us what we did financially, Reports & Analytics
shows us how we got there,” said the CEO and Founder of Global Custom
Commerce (Blinds.com parent company).

Internal Search Case Study
Redcats USA
New York, New York
Challenge
Prior to implementing Reports & Analytics, Redcats USA was unable to fully optimize
their internal search because they had no way to identify the top performing keywords
by associated revenue. “Internal search is a very unique opportunity,” said Jason John,
vice president of eCommerce at Redcats USA. “It’s the only place on the site where the

customer is telling you exactly what they want.”
“We were unable to understand visitor conversion from our internal search,” says John.
“As a major tool of our sites, it was critical to know what keywords drove conversions— in
other words, how much impact internal search had on actual orders placed.” In addition,
Redcats USA was using a log-file based analytics solution that didn’t provide the reporting
or usability the company needed to execute marketing initiatives in a timely manner.
“Our former analytics tool was not providing us much insight into what was really
happening on our sites,” says John. “Additionally, in order to pull in shopping preferences,
cart additions or marketing programs, we had to manually feed the data into a
spreadsheet if we wanted to create any kind of report.”
Adobe Solution
Redcats USA decided to implement Reports & Analytics to gain deeper insight into the
performance of their online channel, and specifically, optimize their internal search
strategies. After implementation, John’s team created a series of standard reports for
various company audiences. For example, one report was created to provide company
executives with high-level information on the performance of their Web properties.
Reports for project managers were more in-depth, providing information on visitor
response to different products—including information such as product views compared
to cart additions, broken down by how a customer arrived at the site (email affiliate, etc.).
Leveraging Reports & Analytics to enhance internal search activities, Redcats USA began
to measure individual conversion rates on specific search terms. The company also
began to look at shopping behaviors across their sites—whether customers shop by
search or browse, online catalog, or quick order (ordering online by entering a catalog
item number).
Having the ability to report on the specific impact of internal search keywords has
provided critical business insights. For example, on the Chadwick’s site, the key term,
“dresses,” was always a popular search (45-50K searches a week on that keyword), but
Reports & Analytics showed that the keyword was driving a low conversion rate. Redcats
USA discovered that the reason the conversion rate was so low on that keyword was,
in part, because multiple listings of the same dress were listed on the search results
page (due to multiple SKU’s for size and color). The internal search engine didn’t know
it was the same dress, so it was generating bad search results.
“You only get so many chances to show customers a product; and if you’re using three
of the same product, you are limiting chances of showing what they could potentially
purchase,” explains John.
Results
After identifying the display duplication error related to the “dresses” keyword search,
Redcats USA corrected the problem, instantly increasing the conversion rate for
“dresses,” and freeing up an additional 40 percent of retail real estate on the search

results page. “With a term like “pants” we increased conversion rate by three percent—a
direct result from a change we made similar to what we did with the “dresses”
keyword,” says John. “Overall, we consistently hit new records for conversion over a
three-month period after implementing [Reports & Analytics].”
The company can also use information on keywords that generate a “not found” result
(not offered on one site) by referring visitors to a sister site that does carry the product.
In addition, because product managers have deeper insight into internal search
activities, they are able to make the product assortment more relevant to what end
users and customers want.
John explains: “We noticed a lot of customers were looking for futons, or futon-related
items, but we really weren’t offering those things. Based on the [Reports & Analytics]
reports, showing a high demand for those products, we decided to add it to our product
line.” In addition, Redcats USA can now identify revenue associated with specific search
terms. With this increased knowledge of top-performing keywords, Redcats USA can
hone in on what products or offers to emphasize. For example, if “rugs” has a 2.9%
conversion rate, they talk about ways to increase that figure to 3.5%. “Even a fraction of
a percentage increase in conversion rate represents a large impact on revenue,” says
John.
Redcats USA also uses the Adobe Marketing Cloud to explore historical internal search
data to find out who has searched for products that weren’t found in the past, then
remarket to them accordingly. “Measuring internal search is an opportunity where
we’re able to constantly work to provide the most relevant results,” says John. “Reports
& Analytics allows us to really analyze each individual search term and look at the
relevancy of results that are yielded from our on-site search.”

Chapter Eight
Visitor Retention and Growth

Overview
In this chapter, we disucss a group of reports that answer business questions about
visitor retention and growth. In other words:
Are people returning to our site? If so, how often?
It is important to know whether your site has return visitors or if everyone coming to
your site is new. As important as it is to attract new customers, it is probably more
important to retain current ones. This chapter looks at the reports that help you un-
derstand how often people return to your site, including what they do when they
return.
The out-of-the-box reports discussed in this chapter are all found within the Visitor
Retention report menu, as emphasized in the following screen shot:
Under Visitor Retention, some of the reports are more traffic-related while others are
more conversion-related. In fact, the reports within the Sales Cycle report menu are
not only conversion-related, but specific to conversion for Retail sites. If your site is
not a Retail site (one that does not use the “Purchase” event in your Reports &
8-1
Analytics implementation), you will generally not need the Sales Cycle reports (if you
are unsure, speak with Customer Care about possible ways to repurpose Sales Cycle).
The other reports, listed directly within the Visitor Retention report menu, are more
traffic-related, helping you understand how often people return.
Objectives
• Generate Visitor Retention reports to see how often people return to the site
• Run Sales Cycle reports to understand customers’ purchase behaviors
• Understand and learn how you can use custom reports to measure visitor
retention and growth on your site
Visitor Retention Reports
Return Frequency
Several of the reports in the Visitor Retention menu have the specific purpose of help-
ing you understand how frequently people return to the site. The Return Frequency

report is a good place to start learning about this.
The Reports & Analytics Return Frequency report shows the number of days between
repeat visits from your visitors. For example, if I were to visit today and my previous
visit was six weeks ago, the number of days between repeat visits for my visit would be
“longer than 1 month.” All return visits are slotted into one of six periods.
Remember that only repeat visits appear in this report – first-time visits have no place
in Return Frequency. If the demo data above were your real site, you might just be
tossing and turning at night since the majority of your return visits come from visitors
that have not been to your site in more than a month. Use this data as a baseline mea-
surement and a wake-up call and make some changes to your site and marketing in
order to increase your return frequency.
Chapter Eight: Visitor Retention and Growth 8-3

Return Visits
This report shows the total number of return visits (any visit that was not visit number
one) during the time period. It is essentially a segment of the regular Visits report
showing only the 2+ visits to the site. You can trend this over longer periods of time to
see if your site is getting visitors to come back. If it is less expensive for you to get traf-
fic and conversion from those that have already been to your site before versus attract-
ing new visitors, this report can help you gauge your success.

Daily Return Visits
This is the total number of Return Visits preceded by a visit from the same visitor
within the last 24 hours.
Let’s suppose that you run a site that updates its content on a daily basis such as a news
site. This report can come in handy to find out if those that return come back fre-
quently. If you want to track this type of visitor (one that makes visits within 24 hours
of their previous visit), make sure this report is part of your analysis.
Visit Number
This report shows the overall number of times a visitor has been to your site. When
someone comes to your site this month, the report will tell you if this their 1st time or
30th time visiting your site. If you are viewing this report for the month of January
and you see that some visitors are on their 30th visit on your site, this does not mean
they have visited you 30 times in January. It just means their 30th visited happened to
have occurred in January (the other 29 could have happened in previous months).

The Visit Number report also shows which visits made by customers impacted your
site’s success metrics. For example, this report allows you to determine whether cus-
tomers place orders on their first visit or whether they are more likely to wait until
subsequent visits to order (all other Conversion Metrics can be applied).

Try to persuade visitors to convert on an earlier visit using Visit
Number as your baseline measurement to track your progress. If
60% of visitors convert on visit number three or later, work to make
changes to your site to give visitors reason to convert on the first or
second visit.

Sales Cycle Reports
The reports in the Sales Cycle report menu are all based on the Purchase Event
(Predefined Conversion Event). Generally just used for Retail sites; however, if you
repurposed the Purchase Event, these reports will give you a great overview (and data)
for your new conversion event. In this case, you would want to rename the Sales Cycle

reports.
Unique Customer Reports

The Unique Customer reports are calculated the exact same way that Unique Visitors
are calculated: by using cookies. However, the difference is that in order to be counted
as a Unique Customer, you must make a purchase. If a Customer purchases again dur-
ing the same time period, they will NOT be counted again in the report.
For example, consider the Monthly Unique Customers Report.
In this report, you can see how many different people purchased from the site each
month. A person may have purchased several times during that month, but they
would be counted just once. This is a true count of “Monthly Unique Visitors who
Purchased.” In other words, Unique Customers are a segment of Unique Visitors, the
segment that purchased.
Available Unique Customer Reports:
• Daily Unique Customers

• Weekly Unique Customers
• Monthly Unique Customers
• Quarterly Unique Customers
• Yearly Unique Customers
The Customer Loyalty Report

Possibly the most commonly used Sales Cycle report is the Customer Loyalty Report.

It tells you whether sales come from New, Return, or Loyal Customers.
The values in this report are defined as follows:
• New Customer = First purchase

• Return Customer = Second purchase
• Loyal Customer = Third purchase and above
The report above shows Customer Loyalty for January. 4.7% of our January revenue
came from Loyal Customers (those that purchased three times or more during their
life on our site). The calculation and concept of this report is similar to Visit Number.
Is a Loyal customer therefore someone that purchased three times in January? Not
necessarily. It just means the customer’s third purchase (or more) occurred in January
(the other purchases could have taken place in previous months).
If most of your orders are placed by New Customers, consider encouraging repeat visi-
tors to purchase by emailing them special offers giving them incentive to come back

to order items on your site. It may be less expensive to market to past visitors than
attracting new visitors.
NOTE: This report Exercise 8.1

can be broken down Visit Number
by several other reports to
show relationships between 1. Click View All Reports and select Visitor Retention > Visit Number to run
them. For example, you the report.
can see which products are
1. At the top of the page, click the link for the Broken Down by: field and with
being purchased by loyal
the Breakdown By: menu open, select Custom Conversion > Custom
customers. You can also
Conversion 31-40 > Registration Status.
see which campaigns cause

new customers to purchase. 2. Let the page refresh and view the results. On which visit number do we get
Breakdowns are discussed the most Revenue from our visitors?
in greater detail later in the 3. Is it the same as the visit that gives us the most Registrations?
workbook.
Quiz 8.2

1. Select all reports that include first-time visitors.
a) Return Frequency
b) Daily Return Visits
c) Visit Number
d) Return Visits
2. Scenario: Anne purchased twice this month from our retail site. She has also made
three purchases in the past. How will Anne’s purchases (recorded as “Orders”) be re-
corded for this month in the Customer Loyalty report?
a) “New Customers” and “Return Customers” are each credited with one Order
b) “Loyal Customers” is credited with two Orders
c) “Loyal Customers” is credited with three Orders
d) “Return Customers” is credited with two Orders
3. Scenario: Bryan purchased three times from our retail site this month. He has never
purchased in the past. How will Bryan’s purchases (recorded as “Orders”) be recorded
for this month in the Customer Loyalty reports?
a) “New Customers” is credited with three Orders
b) “New Customers”, “Return Customers”, and “Loyal Customers” are each credited
with one Order
c) “Return Customers” is credited with three Orders
d) “Loyal Customers” is credited with three Orders
Story Problem 8.3
Media Site Visitor Retention
Scenario
You work for a media site that wants to create loyal content consumers.
Questions
By analyzing first-time and third-time visits (broken down by Site Section), we can
see what kind of browsing habits visitors develop. What would you recommend that
the site do to create loyal content consumers?

In addition to the out-of-the-box reports that help you track when people return to
your site, custom reports may be set up for your site as well.
Custom Report Example: New & Repeat Visitors Report

Some analysts, in addition to using the impressive out-of-the-box reports to track visi-
tor retention and growth, want a simply new or repeat visitor report. You can find a
free JavaScript plug-in in the Adobe Knowledge Base (code for creating this report)
that you can access and implement on your site. Please contact Adobe Customer Care
TIP: The Knowledge
if you have questions that the Knowledge Base cannot answer.
Base has free custom
code called a plug-in that
you can use to make your You can create both Traffic and Conversion versions of this report. You can break
own New & Repeat Visitors these line items down by other reports or even use them as part of the criteria in a seg-
Report. ment that you create (discussed later). If this information is important to you, be sure
to get this custom report set up. It’s easy!
In this example, the New and Repeat values have been placed into a custom conver-
sion report that shows how many Visits, Checkouts, Orders, Shipping Information
form completions and how much Revenue the site got from these different user types.
Exercise 8.4: Adding Visitor Retention and
Growth Reports To a Dashboard
Add one of the reports discussed in this chapter to your existing dashboard.
1. Run one of the reports from the Visitor Retention or Custom report menus.
2. Set the time period to the last 90 days and choose either bar graph or a pie
chart.
3. Click the Dashboard button and choose settings to add the reportlet to your
existing dashboard.
4. Save and view your dashboard.

Section Three
Customizing Your Reports

You have now learned about many different kinds of reports and the kinds of business
questions they can answer. You have added traffic and conversion metrics to these
reports to help you zero in on answers to those questions and find information that
can help you—or other decision makers—decide which site or marketing changes to
implement in order to drive conversion and other site goals.
You have also dipped a toe into the pool of report configuration so far, adding metrics
or possibly changing the graph. This section helps you dive into that pool and looks at
several ways to configure and customize reports. This can help you in a few different
ways:
• Display information in ways that are clearer and more effective for report
consumers.
• Put data into a context that can be easily understood by report consumers.
• Dig deeper into the data for additional insights.
Chapter 9: Understanding Reports & Analytics Graphs

Chapter 10: Calculated Metrics
Chapter 11: Report Breakdowns
Chapter 12: Custom Segmentation
Chapter 13: Adding Context to Reports with Targets, Calendar Events and Alerts
9-1
Chapter Nine
Understanding
Reports & Analytics Graphs

Overview
By now, you have noticed you can choose the graph type in reports (this option lo-
cated above the graph itself). Available graph types vary by report. This chapter dis-
cusses the various graph types, including when you can use them and what kinds of
information they offer.
Objectives
• Understand the different graph types in Reports & Analytics
• Use best practices to select graph types that give the most useful information
and help the report consumer understand the data
9-3
Graph Types in Reports & Analytics
You can select from several different graph types in Reports & Analytics reports. The
option to select the graph type is from the Configure Graph drop-down menu, which
is on the right side above the graph.

Stacked Horizontal Stacked
Trend Lines Vertical Bar Vertical Bar Bar Horizontal Bar
Stacked Area
Area Graph Pie Chart Scatter Plot Bubble Graph
Graph
The available graph types for a given report are listed in the Configure Graph drop-
down menu. By understanding the different types of graphs and their capabilities, you
can select the best graph type to most effectively visually communicate with both ana-
lysts and lay people. Examples of reports with these graphs follow this list of
definitions.
Trend Lines
Displays a line for each item running across time periods. Sometimes the items
represent previous time periods compared to the current time period.
Vertical Bar Chart

Shows one bar for each item. If there are multiple metrics per item, they are each
shown as a different bar, grouped together. This is also used to show trended
reports, one bar for each small time period.
Stacked Vertical Bar Chart

Displays multiple metrics for each item in one stacked bar, indicating total effec-
tiveness of the metrics for the item.
Horizontal Bar Chart
Used the same as the Vertical Bar Chart for item-based reports, but in a horizon-
tal display. However, as opposed to the Vertical Bar Chart, this chart is not used
for trended reports.
Stacked Horizontal Bar Chart

Used the same as the Stacked Vertical Bar Chart, but displays horizontally.
Area Graph
Similar to the Trend Lines graph, but the area below the lines is shaded. If there
are multiple lines, the areas overlap with partial transparency.

Stacked Area Graph
Displays trended metrics stacked rather than intermingled. Stacking similar items
in this type of graph can show you the total effectiveness of items over time.
Pie Chart
The old favorite—you gotta love it. This chart in Reports & Analytics can include
up to 25 items and will show the percentage of the whole that graphed items
represent.
Scatter Plot
Graphs out items by two different metrics plotting the items in a scatter display
of the first two report metrics, making it much easier for the analyst to find rela-
tionships between data.
Bubble Graph
Similar to the Scatter Plot Graph, but adds a third dimension—the diameter of the
bubbles. This allows you to quickly visualize and analyze items by three metrics.
As mentioned, not all of these graph types are available in all reports. This is because
not all graph types make sense in all reports. For example, some graph types only
make sense when you trend an item across time. Therefore, these graph types are only
available when you run a time-based report.
Chapter Nine: Understanding Reports & Analytics Graphs 9-5

Graph Options by Report Type
NOTE: Sometimes For the purpose of learning graphs, it is helpful to put the reports in Reports & Analytics
people call trended into three groups:
reports “over time”
1. Trended reports on ONE item
reports because they track

2. Trended reports on multiple items
performance over time.
3. Ranked reports
However, to avoid implying
that these reports are the only In truth, a fourth type could be named the “No choice of graph” report type. This is
ones working “overtime” (not because there are several reports that have a specific graph, path, or map associated
regular hours), it is safer to with them, and you cannot change the type. However, this chapter focuses on reports
use the term “trended,” which
that do allow a graph type change.
refers to performance across
a time period, broken down
Reports Trending One Item
into smaller time periods (for
example., a monthly report Although a few reports that trend one item are sprinkled throughout the interface, the
broken down by days). greatest concentration of these is in the Site Metrics report menu. This group includes
such reports as Page Views, Visits, Unique Visitors, Purchase metrics, Cart metrics, and
Custom Events.
When you run one of these reports, you are trending the metric on one item, most
commonly the entire site. The Page Views Report serves as a good example.
This report shows the page views for the entire site for a month, broken out by days.
The Vertical Bar Graph is employed in this example. In addition to the chosen month,
Reports & Analytics displays previous time periods for comparison: 4 weeks prior and
52 weeks prior. In this example, you can see the traffic has not changed much in either
the last 4 weeks or the last 52 weeks.
Reports Trending Multiple Items

The last section of this chapter examined reports that trend one metric for the entire
site (a Site Metrics report). You can trend multiple metrics together by using the Key
Metrics reports. Later in this chapter, we will look at different graph types that are use-

ful for this type of report.
The following example shows Key Metrics displayed using the Area Graph, which
overlays the five metrics for easy comparison.
This section also examines graph types that apply to trended, “item-based” reports
(instead of trending five metrics, we may instead trend five products by one metric).
This group of reports is usually found by running an item-based report and then
choosing the Trended View (this option is not available in any of the metrics-based

reports since they are trended by default except for the Time Spent per Visit report).
Most item-based or line item reports sorted by a metric have this function.
Trended Reports, such as this Campaign Name report, trends five selected Campaign
Names by Click-throughs. This report uses the Trend Lines Graph (each trend line rep-
resents a different line item value or Campaign Name in this example).

On a side note, the Trended view is very popular because you can see how items per-
form over time and compare them with other items. This report view is available on
many reports, including all reports that offer the Ranked View.
The available graph types for this kind of a report include:
• Trend lines graph

• Vertical bar chart
• Stacked vertical bar chart
• Area graph
• Stacked area graph
The Trend Lines graph, Vertical Bar Chart, and Area Graph were discussed in the last sec-
tion, but they look a little different now because there are multiple trended items
represented.
The Vertical Bar Chart is also a good choice, but probably only if you are breaking the
time down by a small number of time periods, such as a week being broken down into
days. This is because you will have one bar for each item AND for each time period. If
you select a time period to show five trended items, you can end up with a graph that
is hard to decipher.
Exercise 9.1

Graphs in a Metric-based Report
1. Run the Site Metrics > Visits report.
2. Above the graph, click Configure Graph and select one of the three available
graphs to display visits trended for the entire site.
3. Click Run.
4. Click the Calendar Tool and click the Select Preset drop-down.
5. Select Last 90 days and in the View by: drop-down, select Week.
6. Click Run Report and let the page refresh. Which week over the past 90 days
yielded the most visits?
Stacked Graphs
The next type of graph, which is one that is sometimes appropriate for a trended re-
port, is a stacked graph. There are two stacked graph types: Stacked Bar Chart and
Stacked Area Graph. They both have the same purpose, but have their own ways of
displaying the data.

The purpose of a Stacked Graph is to be able to get a quick view of the total influence
of similar items, while also seeing their individual values as well. This type of graph,
whether Bar Chart or Area Graph, is really only appropriate when you are trending
similar items or summing sibling metrics.
TIP: Use Stacked
Graphs only in
cases where you want to Here’s a look at some similar products (luggage in this case) trended by Revenue. You
combine similar values in can see the Total Revenue for our three luggage items while also visualizing how each
an item-based or metric- product contributes to Total Revenue.
based report. Stacking
items or metrics that are The Stacked Area Graph can display the same information, but it is shown in a more
not directly related will traditional trended view with trend lines. The following example shows two stacked
have little to no meaning “sibling” metrics in the Key Metrics report. By stacking Revenue and Offline Revenue,
and possibly confuse report you can get a total picture of how our company is doing while still visualizing how each

recipients. Revenue type contributes to the whole. This graph could also be employed in the pre-
vious Products Report example.
Best Practices
When you are trending multiple items or metrics, first determine if you are reporting
on similar or dissimilar items or metrics. If the items or metrics are similar to each other
(siblings), and you want to know their totals as well as individual numbers, then the
Stacked Vertical Bar Chart or Stacked Area Graph are your best choices.
If the items or metrics that you are trending are NOT similar to each other, then you
should stick with the Trend Lines, Vertical Bar Chart, or Area Graph.
Exercise 9.2
Stacking Line Items to Analyze a Test Market
1. Run the Visitor Profile > GeoSegmentation > Regions report.
2. Click the Calendar Tool and for the Select Preset drop-down, select Last
Month and click Run Report.
3. On the left panel, click Metrics, add Page Views then click Apply.
4. Configure the report to use the following settings:

›› Use the Calendar Tool to select a Trended view by Day over the past 90

days.
›› Select the regions of Ontario (Canada), Tokyo (Japan), Ile-de-France
(France), Rio Grande do Sul (Brazil), New South Wales (Australia), which
are all Test Market regions.
›› Use search if you cannot immediately find the region.
›› Graph showing numbers (instead of percentages).
›› Use a Stacked Vertical Bar or Stacked Area graph.
5. Are we getting more Page Views from our Test Market regions?
Ranked Reports
When choosing a graph type for a Ranked Report, you have more options than the
report types discussed so far. These options include:
• Vertical Bar Chart

• Stacked Vertical Bar Chart
• Horizontal Bar Chart
• Stacked Horizontal Bar Chart
• Pie Chart
• Scatter Plot Graph
• Bubble Graph

The graph types that are not on this list—and not available for the ranked reports—are
the trended types. This is because these graphs do not display time (they display a
total for a time period). So here are some of the previous report examples now shown
in a ranked view. The default graph for a ranked Campaign Names report is a horizon-
tal bar chart.
This graph type brings a new dimension to graphs not yet discussed: multiple metrics.
In this example, there is one bar for each metric, making a group of bars associated
with each item. If you were to add more metrics, additional bars would be added to
each item’s group of bars.
If you were to choose a vertical bar chart, it would give you the same information, but
just flip the bars around so they are vertical instead of horizontal.

Ranked graphs default to five items. Depending on the graph type, you can graph 15 to
25 items by adjusting “Items Shown” in “Configure Graph”.
Stacked Bar Charts on Ranked Reports
The last stacked bar chart examples showed trended reports, with similar measured
items stacked together. When using the stacked bar charts (either vertical or horizontal
stacked bar charts) in a ranked report, the report metrics stack rather than the items.
Therefore, in order to create a rational stacked report, the metrics selected should be
similar metrics or sibling metrics, just as similar items are shown in a trended report.
Use your own judgment on whether it is worthwhile to stack traffic metrics such as
page views, visits, and visitors. One of the best use of stacked metrics in a ranked re-
port is when you have multiple custom events that are very similar. For example,
stacking Home Loans and Car Loans (two custom metrics) per Campaign Name (to
see which campaign got the most total loans regardless of type).

The Pie Chart
The pie chart is a very commonly used graph that provides an easy understanding of
the percentage of the whole that an item represents. This graph type is probably most
effective when there are few line items in the report to be graphed, as in the following
example.
Since there are only a few items in this report, they can all be represented in the pie
chart.

Another function visible here allows for reports with many items to use a pie chart as
well. See the small pie next to the big pie? It shows the percentage of the total that the
graphed items represent. In this case, because nearly all items are graphed, 98% of the
total is represented in the graph.
The Scatter Plot Graph

The scatter plot graph works well when you would like to view the relationship be-
tween two metrics. These are typically not similar metrics, like the ones used in the
stacked graphs, but “relationship” metrics. Examples of relationship metrics include be:
• Orders and Revenue

• Page Views and Visits
• Visits and Unique Visitors

The scatter plot graph displays an x-y relationship of these metrics by items in the
graph.
The first selected metric appears along the x-axis of the graph, and the second metric
along the y-axis. You are allowed to have more metrics in the graph, but the first two
are the ones that show (unless you disable metric graphing in the “Add Metrics” dia-
log). In this graph, if there were an additional site page at about the same level for Visits
(y-axis) but much further to the right (x-axis), you would instantly determine that it
received many more page views per visit than the other page.
Another cool aspect of the scatter plot graph is that it offers room for many items. This
graph type shows patterns and therefore can isolate an item that does not fall within
a normal pattern. That item should then be analyzed to see why it didn’t fall within a
normal pattern, whether its performance was better or worse than the norm. That’s
really why we graph, isn’t it? It is much harder to see those types of patterns in a giant
list of data.
The Bubble Graph

The Bubble Graph takes the scatter plot graph and adds a third dimension, which is
represented by the diameter of the bubble in the graph. This means that this graph is
only useful when you have at least three metrics to visualize.

A couple of examples of this might include the following:
• Page views, Visits, and Unique Visitors for Pages or other traffic-based reports
• Revenue, Orders, and Units for Products, Campaigns, or other conversion-centric
reports
• Three custom success events, placed in a conversion-centric report
• Calculated metrics such as Rev/Order (calculated metrics can also be applied to
a Scatter Plot)
The following Pages report shows an Retail example of Page views, Visits, and Product
views.

As mentioned, the third metric in the report (in this case, Units), is the dimension rep-
resented by the diameter of the bubble. Therefore, you can quickly see the relationship
between these three metrics in this ultra-visual graph type. If you see a small bubble
that is about even on the x-axis with a bigger bubble, then you know that fewer units
were needed to generate the same revenue (for example, the unit price is higher).
It may take a while to grasp the implications represented on these graphs, but once
understood, they give users quick insight into the data and relationships between met-
rics. Like the scatter plot graph, more metrics are allowed in this report, but only the
first three metrics display. Change the order of the metrics in the Add Metrics dialog if

you would rather have them show in different dimensions.
Like the scatter plot graph, part of the reason for using this graph type is to see what
patterns exist and which items might be outliers.
Best Practices
Several graph types are used in ranked reports. The following is a summary of graph
types and the best business applications for each.

The Bubble Graph allows you to graph an item by three metrics (even
calculated metrics) at the same time. Graphing allows you to quickly
understand data sets visually. You can spot outliers and quickly see
relationships between line items. Gain new insight quickly to help you
change your site or marketing.
Graph Type Use

Pie Chart • If you have only one metric in a ranked report.
• If you only have a few items in the list of the report;
gives a great representation of the distribution of met-
rics.
Bar Chart • If you have only one metric in a ranked report.

• If you have two metrics that are completely unrelated;
shows the different metrics per item.
Stacked Graph • If you have multiple metrics that are similar enough in
(horizontal or vertical) nature to warrant a total; shows totals with individual
metrics.
Scatter Plot • If you have two metrics that are related, but not related
enough to stack; a great way to see how the metrics
relate on each of several items.
Bubble Graph • If you have three metrics that are related; quickly
indicates where items fall into or out of patterns on
multiple dimensions
As you determine which graphs to use, do not forget the overall purpose of a graph,
which is to make the report more clearly understandable. Your goal should not be to
use the coolest, most colorful, or most “stuffed-full-of-information” graph. You should
determine the graph type that conveys the report message the best and use it. It is
always important to know your audience and use an appropriate graph for their tastes
as well.
Exercise 9.3
Graphs in an Item-based Report

1. Run a Campaigns > Tracking Code > Campaign Name report.
2. In the left panel, select Metrics and add Click-throughs, Revenue, and Units
and then click Apply to add them to the report. Let the page refresh.
3. Click Configure Graph and then click Bubble Graph.
4. Click Run and the let the page refresh again
5. Click Configure Graph again, and from the Items Shown drop-down, select
25. This is the number of items that will display in the graph.
6. Click Run and observe the new appearance of the graph.
Story Problem 9.4

Email Product Advertisement
Scenario
I t’s time to choose your featured product for your monthly marketing email. You want
to select a product that converts at a high rate, but is not getting as much exposure as
you would like on the site.
Question
Which product would you choose to highlight based on the graph? (To answer, select
one or more bubbles in the graph.)

Story Problem 9.5
Stacked Graphs
Scenario
our colleague runs a report in Key Metrics report in Reports & Analytics with Page
Y
Views, Visits, and Visitors. This colleague is having difficulty interpreting the Stacked
Area Graph in this report.
Question
Can you help with the interpretation?

Story Problem 9.6
Weekdays verus Weekends
Scenario
e trended our top five pages for the month by Page Views. One graph shows Page
W
View numbers, the other shows a Percentage of Page Views for the period. We know
that traffic dips on the weekends.
Question
For our top 5 pages, can we assume that user viewing habits differ on the weekends?
Chapter Ten
Calculated Metrics

Overview
In this course so far, you have learned about many report. You have also seen and used
many different metrics. You may be asking yourself “Where are the ratios?” or “How
do I build conversion rate metrics?” If you did not ask yourself that question, take five
seconds to do so now to learn the answer. The answer is Calculated Metrics. You can
build them at any time from existing metrics, numbers, and the operations of add,
subtract, multiply, and divide, and from segments and advanced mathematical
functions.
Given a Retail example, in Reports & Analytics you already have a Revenue metric and
an Orders metric, but you may want to know how big your orders are, or average rev-
enue PER order. Without calculated metrics, this would force you to export both num-
bers and calculate the average in another program like Excel. With Calculated Metrics,
you can create a new, custom metric and name it whatever you like, such as Average
Order Value (AOV).
Re
ven Average
ue Order
Ord
÷ Value
ers
There are almost endless possibilities. In this chapter, you will learn how to create
calculated metrics, discuss a few of the most common ones and look at Conversions &
Averages reports to see how they provide prebuilt Calculated Metrics.
Objectives
• Create and customize calculated metrics
• Understand how to apply calculated metrics to your reports
• Identify where calculated metrics can be the most helpful
10-1
Getting Started with Calculated Metrics
Calculated Metrics are one of the most important features in Reports & Analytics be-
cause they show you your ratios. We have already seen during this training how this is
useful when making business decisions. You can create Conversion Rates of all types
with Calculated Metrics.

Calculations
Calculated Metrics employ up to four operations: +, −, ×, and ÷. You can also use statis-
tical functions and segments (segments are covered in a later chapter).
Calculated Metric Formats

Calculated Metrics are available in four types:
• Decimal (#)
• Percent (%)
• Currency ($)
• Time (HH:MM:SS)
›› Any values in a metric are understood as seconds by this metric type
›› For example, in a custom metric that counts seconds between events
(Start and End of an application), let’s suppose that we record 6000
seconds (this is a custom implementation example)
›› This “Time to Complete” metric could then be divided by the custom
“Application Completion” metric (let’s suppose that we recorded 20
application completions)
›› 6000 / 20 = 300 seconds = 00:05:00
›› “On average, it takes those that complete the application about 5 minutes.
It used to take visitors 10 minutes with the old application. This decrease
may be the reason that application fallout has decreased as well. Great job
team!”
Prebuilt Calculated Metrics in the Conversion

Funnel Reports
A previous chapter discussed the Products Conversion Funnel report. This report
shows product-related events in a funnel-type view, illustrating where prospective
purchasers fall out of the process. This report automatically builds conversion rates
between the different steps (events) in the process (funnel graphic) and also conver-
sion rates between each step and the last step meaning the purchase (details table).
In several other menus, there are Conversion Funnel reports, including under
Purchases, Shopping Cart, Custom Events, and Campaigns. These reports all provide
automatically built calculated metrics from respective available metrics. Simply change
the selected events in the funnel and you will be able to see conversion numbers be-
tween events. You will also be able to see a conversion rate, commonly defined as
“events per visits.”
Exercise 10.1
Run and Configure a Custom Events Conversion Funnel
Report
1. Run a Site Metrics > Custom Events > Custom Events Funnel report.
2. Click the Selected Events metrics link to change them.
3. Add the following metrics in the order listed:
a. Visits
b. Lead Form Initiation
c. Lead Form Completion
4. Click OK to run the report and view the automatically-created calculated met-
rics. How are we doing for conversion?
Chapter Ten: Calculated Metrics 10-3

Creating a Calculated Metric
The mechanics of creating a calculated metric are quite easy. You run a report and click
Show Metrics, and then click Add link within the Metric Selector.

Make important calculations to get conversion rates, net revenue,
weighted bounce rates, search yield or anything else. Instead of exporting
to a spreadsheet, do the calculations in Reports & Analytics. Use the data
to make changes to your site or marketing to increase site conversion.
Accessing the Calculated Metric Builder

1. As mentioned previously, the first step to opening the calculated metrics defi-
nition interface is to open the Metric Selector on the left-hand rail by clicking
Show Metrics within a report.
2. Click Add within the Metric Selector.
To create a new, calculated metric:
1. Give the new metric a friendly name. This is how it will display in your reports.
2. Provide a description on what it means and how to use it.
3. Select a Format option for the new metric. Should it display a decimal, per-
centage, currency or Time type?
4. Type in a number after Decimal Places (when creating ratios, you can get back
some pretty confusing data if you do not add decimal places to your metric).
5. Provide tags if needed (this makes searching and retrieving the metric in the
future a little easier).
6. In the box under Definition, add metrics, mathematical operations, functions.

and even segments.
7. Click Save.
The mechanics of creating a calculated metric are relatively easy. The hard part is de-
ciding which formula will give you the correct information because you will need to
take that information and act upon it.

Metric Type
In the Definition box, you can set each metric to be either “Standard” or “Total” (they
function differently when you apply the metric to a line-item report).
• Standard: number of instances for a line item (for example, 500 Page Views for
the Home Page)
• Total: total number of instances for the site regardless of the report line item (for
example, 10,000 Page Views for the site, displayed on every line item)

Allocation

Default allocation will allocate Conversion Metric credit as originally intended by your
implementation. You may however change allocation:
• Linear: Credit split between conversion variables passed in on visit with this
Conversion Metric.
• Visit Participation: Full credit given to every conversion variable passed in on the
visit with the Conversion Metric.
• Last Touch: Credit for the Conversion Metric is given to the last associated
variable value.
• Reporting Window Participation: Like Visit Participation, but credit is awarded to
variables during the period analyzed in your reports (beyond visit).
• Marketing Channel Allocation: first and last touch allocation can be applied to
metrics used in the Marketing Channel reports.
Understanding Calculated Metrics in Reports

When you use a calculated metric in a report, it is imperative to know what that metric
means not just at the site level, but at each line-item level if you choose to apply it to
an item-based report (and the same goes for all metrics, really).
It can be easy to get confused about the meaning of calculated metrics in reports, es-
pecially if the calculated metric means something different at a site level. The main
thing to remember is this:
If you place a calculated metric in a report, it applies to EACH LINE of the report.
The most common example of misunderstanding - here is a “Page Views per Visits”
metric placed into a Pages report.
If you think about a site-wide number of Page Views per Visit, it is typically the average
number of pages that a person looks at during a visit. In other words, when people
come to your site, how many pages do they look at before leaving? This metric means
something completely different when placed in a Pages Report. This is because it
needs to be understood PER LINE. So when you look at the Home Page and see a PV
per Visit of 1.15, it is derived from Page Views FOR THIS PAGE divided by Visits FOR
THIS PAGE. In this report, then, it answers the question, “When this page is part of a
visit, how many times (page views) do people see it per visit?” Some pages are typically
viewed many times per visit, such as an internal search results page. Any home page is
also commonly viewed more than once per visit.
The main point here is that you make sure you understand the number, and that just
like a “regular” metric is on a “per item” basis in a report, the calculated metric is also
to be understood on a “per item” basis. Verify you understand your data so you do not
do something that could negatively affect your site conversion.
Exercise 10.2
Create a “Registrations per Visit” Calculated Metric
1. In the report, click Metrics in the left panel and then click the Add link at top
of the Metric Selector. The New Calculated Metric window opens.
2. If a pop-up displays, explaining the new features, click Exit. You are now back
on the New Calculated Metric window.
3. Create a new calculated metric:
›› Title: Registrations per Visit (append your initials so you can identify your
metric)
›› Format: Decimal
›› Decimal Places: 2
›› Show Upward Trend as: Good

›› Definition (formula): Drag and drop Registrations per Visits from the left
panel into the Definition area. The Definition area now has two boxes
separated by a division symbol.
4. Click Save.
5. Run a Campaigns > Tracking Codes > Campaign Name report.
6. Add this metric to your Campaign Name report.
7. Which campaign gives us the most Registrations per Visit?

Segmented Metrics
You can nest metrics inside of segments (creating segments discussed in a later chap-
ter) and save these metrics as Segmented Metrics. This formula only shows Unique
Visitors who are on their first visit to our site (the formula for the segment is not shown,
but it is embedded in the New Visit container).
Creating Metrics without Implementing
You can create metrics without implementing through Segmented Metrics.
Scenario: You want to capture Internal Search instances, but did not record that metric
in your original implementation.
Solution: Place the Page Views metric in a segment (we already created) that includes
only the Page Views from the Search Results page. Since each load of our Search
Results page corresponds with a search, we can use this Segmented Metric as a
“Search” metric in our reporting.

Functions
You can build insightful metrics with functions in the Calculated Metric Builder. Choose
from statistical functions to logic tests.

Exercise 10.3
“Filtered Revenue per Visit” Calculated Metric
This Calculated Metric shows Revenue per Visit for products with non-trivial traffic. It
also uncovers products with opportunity for promotion, while filtering out products
with high revenue per visit, but with little traffic and therefore little opportunity.
1. Click Metrics and then click Add at the top of the Metric Selector panel.
›› Title: Filtered Revenue per Visit (append your initials)
›› Format: Currency
›› Show upward trend as: Good

›› Tags: Products
3. Definition: From Advanced Functions, drag and drop the If statement into the
Definition area.
4. From Advanced Functions, place the Greater Than function in the Logical
Test area.
5. Within Greater Than, place Visits from Metrics into metric_x container.
6. Set a value for metric_y by clicking Add and selecting Static Number, then
enter 100.
7. In the Value if True field, place Revenue and Visits from Metrics and verify
that Revenue is being divided by Visits (change operator if necessary)
8. In the Value if False field, set the value by clicking Add, selecting the Static
Number, and then selecting 0.
9. Click Save.
10. Run the Products report (View All Reports > Products > Products >
Products) for last month (remember the Select Preset option in the Calendar
tool) and apply the new metric. Any insights into what you should promote?
Exercise 10.4
Standard Deviation
This Calculated Metric shows the number of standard deviations an item is from the
mean. Use this in a ranked or trended report to identify outliers in the report.
1. Click Metrics and then click Add.
›› Title: Standard Deviation (Page Views) (append your initials)
›› Format: Decimal
›› Show upward trend as: Good
›› Tags: Page Analysis
3. From Advanced Functions, drag and drop the Z-Score into the Definition area.
4. From Metrics, drag and drop Page Views in the metric field.
5. Click Save.
6. Run a Pages report (Site Content > Pages Reports > Pages) and apply this
metric.
7. What pages are outliers?

Exercise 10.5
Removing Old Calculated Metric
1. Locate the two calculated metrics that you created in the Manage Calculated
Metrics dialog box and delete both of them.
Managing Calculated Metrics

To manage your metrics, click Show Metrics and then the Manage link on the left-
hand rail. You can select one or multiple metrics at the same time to:
• Tag (add tags that logically group metrics when analysts search for them)
• Share (share with individuals, groups, or your whole company)
• Delete
• Rename
• Approve (flags metric with an approval icon so that you know it’s been vetted)
• Copy (use an old metric to build a new one)
Calculated Metrics Examples
Calculated metrics can give you great insight, uncovering metrics’ relationships that
are not otherwise available. The following tables give you some examples of common
calculated metrics created using traffic and conversion metrics (not a complete list).
Calculated Traffic Metric Examples

Name Formula Type Description
Weighted (Bounces/Entries) * Percent Same as Bounce Rate, but
Bounce Rate (Page Views/Total gives a higher value to pages
Page Views) that are viewed more often
on the site, thus pushing your
most popular pages with this
problem to the top of the list.

Page Views Page Views/Visits Numeric When applied at a site level:
per Visit What is the average number
of pages in a visit?
When applied in the Pages
report: What is the average
number of times that this
specific page was viewed per
visit?
Page Views Page Views/Daily Numeric What is the average number
per Visitor Unique Visitors, of pages per visitor (daily
Page Views/Weekly uniques, weekly uniques,
Unique Visitors, etc. monthly uniques, etc.)?
Exit Rate Exits/Visits Percent In the Pages Report, when
a page is part of a visit, how
often is it the exit page?
Entry Rate Entries/Visits Percent In the Pages Report, when
a page is part of a visit, how
often is it the entry page?
Multi-Page (Entries – Single Percent In the Pages Report, when a
Visit Entry Access) / Entries page is the entry page, how
Rate often does it lead to at least
one other page?
Visits per Visits/Daily Unique Numeric What is the average number
Visitors Visitors, of visits per unique visitor
Visits/Weekly Unique (daily, weekly, monthly, etc.)?
Visitors, etc.
Page Views, Page Views – Numeric How many page views did
No Reloads Reloads a page get, not counting
reloads, but counting back
button or additional path
views to the page?
Reload Reloads/Page Views Percent What percentage of the page
Percentage views were reloads of that
page?

Name Formula Type Description
Entry to Exit Entries/Exits Percent What is the ratio per page of
Ratio how often it is the entry page
vs. how often it is the exit
page?
Calculated Conversion Metric Examples

Name ** Formula Type Description
Average Order Revenue/Orders Currency Average revenue per order
Value
Order Orders/Visits Percent What percentage of visits results in
Conversion an order?

Buyer Orders/Visitor Percent What percentage of visitors results
Conversion in an order?
Checkout Orders/ Percent What percentage of checkouts
Conversion Checkouts results in an order?
Rate
Checkout Checkouts/Visits Percent What percentage of visits results in
Initiation Rate a checkout?
Average Order Units/Orders Numeric How many items are purchased per
Size order, on average?
Event Events/Visits Percent Usable for ANY custom success
Conversion event: What is the percentage of
visits that result in that success
event? For example, registrations
per visit, form completions per
visit, downloads per visit, etc.
Product View Orders/Product Percent Available in the Products reports
Conversion View only, the percentage of product
views that results in an order.
Abandoned Cart Adds – Numeric How many cart additions did not
Orders result in an order? Effective at
a product level as well as a site
level.
Abandonment 1 - (Orders/Cart Percent What percentage of people put
Rate Adds) something in their cart and then
don’t buy it? This can be very
interesting at a product level.
Abandoned (Revenue/ Currency What is the general amount of rev-
Revenue Orders) * (Cart enue that has been abandoned?
Adds - Orders) Revenue is based on the value of
the average order.
Name ** Formula Type Description
Custom Evar Orders/Instances Percent In a custom eVAR report, what per-
Conversion centages of instances (of setting the
Rate variable) resulted in an order? For
example, when setting a custom
eVAR upon internal search, what
percentage of the time when people
search on this keyword does it result
in an order?
Campaign Orders/ Percent Available in the Campaign
Conversion ClickThroughs reports. What percentage of
Rate clickthroughs result in an order?
Can be used with ANY success
event. For example, when using

Event 1 for registrations, Event 1/
Clickthroughs would give you the
percentage of campaign click-
throughs that resulted in a regis-
tration.
Revenue per Revenue/ Currency In an eVAR report, when that eVAR
“Action” Instances is set when someone clicks on
something (like an internal promo-
tion or specific navigation), this will
show the amount of revenue that
was a direct result.
Average Item Revenue/Units Currency What is the average revenue per
Value item purchased?
Event to Event Event 2/Event 1 Percent What is the percentage of Custom
Ratio Event 1s that resulted in a Custom
Event 2? For example, if you have
a sign-in that may lead to a down-
load, and they were set to Event 1
and Event 2, respectively, you could
see downloads PER sign-in.
“Unrounded” Revenue Currency, Revenue by default rounds to the
Revenue with 2 dollar in Reports & Analytics. If you
decimal want to see Revenue to the cent,
places create a calculated metric with two
decimal places.

Functions and Segments
Name Formula Metric Type Description
Estimated Revenue (Revenue/ Currency Estimate what a piece of content would generate in terms of
Visits)*percentile(Visits,85)*0.80 revenue if it were promoted such that it was in the 85th
percentile, weighted at 80% because conversion isn’t as high for
trafficked pages.
Weighted Bounce mean(Bounce Rate)* (1-(Page Percent Pushes the “interesting” traffic to the top and bottom of the
Rate Views/maxv(Page Views)) + report. Sort or reverse sort this metric on the Pages report to
(Bounce Rate * Page Views/ find dogs and diamonds. Be sure to include the real Bounce Rate
maxv(Page Views)) in the report.
Percent Mobile (Unique Visitors Metric in a Percent Percentage of visitors who visit content from a mobile device.
Visitors segment where Device Type is a Use on pages report to see which content is frequented by
Phone or Tablet) / Unique mobile devices.
Visitors Metric
Filtered Revenue per If (visits > 100, revenue/visits, 0) Currency Revenue per Visit for products with non-trivial traffic. Uncovers
Visit products with opportunity for promotion, while filtering out
products with high revenue per visit but little traffic and,
therefore, little opportunity.
Standard Deviations Z-score(metric) Decimal The number of standard deviations an item is away from the
mean. Use this in a ranked or trended report to identify outliers
in the report for any metric.

New Visitors Unique Visitors Metric in a Number Shows the number of new visitors acquired. Use this globally or
segment where in ranked reports to identify how new visitors interact with the
Visit Number = 1 site.
** The calculated metric name is your choice. The name listed here is only meant as a
suggestion. The actual name should be something that makes the most sense to you
and other Reports & Analytics users.
Chapter Eleven
Report Breakdowns

Overview
This chapter dives deeper into the reports and shows how they relate to each other.
When a certain segment is very important, you may need to know more about it and
how it relates to other reports.
For example, let’s suppose you have a membership plan on your site (such as Gold,
Silver, and so on), and you choose to capture membership status into a Custom Traffic
or Conversion report. In Reports & Analytics, you would be able to observe how Gold
members navigate through your site and which pages they view. This is all possible
through report breakdowns.
This is one of the most important chapters in this training manual because you and
your analyst colleagues will need to frequently break down one report by another to
answer vital business questions.
Objectives
• Understand how Traffic and Conversion breakdowns work .
• Learn the limitations of Traffic and Conversion breakdowns
• Use breakdowns in reports to dig deeper into your data
11-1
Two Kinds of Breakdowns
First of all, as we get into Breakdowns, remember they are a form of Segmentation that
help you better understand how two or more reports relate to each other. They give
richer context to your metrics. For example:

• Which pages do 18-24 year olds view on our site?
• What products are purchased by those that responded to our Spring Campaign?
As you start using breakdowns, you might not notice that there are actually two kinds
of breakdowns in Reports & Analytics. Here’s a little look under the hood in case you
have any questions about what is available in terms of breakdowns. Once your break-
downs are set up and working properly, you can probably close the hood and forget
about them. The two types of Reports & Analytics breakdowns:
1. Traffic breakdowns—typically called “correlations”

2. Conversion breakdowns—sometimes called “sub-relations”
Traffic and Conversion is Separate

A Traffic Report can break down another Traffic Report and a Conversion Report can
break down another Conversion Report, but a Traffic Report cannot be broken down
by a Conversion Report.
Traffic Breakdowns Are Multi-Level

reakdown
b Traffic Report breakdowns are multi-level meaning that you can break down up to 20
Term used to reports down by each other. The only applicable metric for Traffic breakdowns is Page
define the action of View.
integrating two or
more correlated items Conversion Breakdowns Are Single-Level
(traffic reports) or Conversion Report breakdowns are single-level meaning you can only break down
two sub-related items one Conversion Report down by another. All conversion metrics are applicable to this
(conversion reports). breakdown report.
Tip: By using the Segmentation Tool (discussed in the next chapter), you can effec-
tively break down Traffic by Conversion and break down multiple Conversion reports
by each other.
Making a Breakdown
Whenever a breakdown is available for the line items of a report, you will see the fol-
lowing icon at the left of each line item.

Breakdown a Line Item
To execute a breakdown, click on this icon next to the line item in question and select
another report in the fly-out menu by which to breakdown the line item.
Chapter Eleven: Report Breakdowns 11-3

Report Level Breakdowns (Conversion Only)
You can breakdown Traffic and Conversion by the line-tem level and Conversion also
by the report level. In the following example, you can see the Campaign Name report
broken down at the report level. Each line item displays a breakdown of Campaign
Name by the five products. To do this, click on the Breakdown Icon next to the report
name. This is only available for Conversion Reports.
The Traffic Report shown is broken down by line item (the line item “Womens” in the
Site Section report is broken down by GeoSegmentation Regions).

Correlation and Breakdown Filters
Traffic and Conversion breakdowns can also be made from the top of the reports
through the “Broken Down by” or “Correlation Filter” area. This is simply just a different
method to break down reports from what has been explained so far, but the resultant
data will be the same.
Here in this “Campaign Name” report, we opted to do a report-level breakdown by

“Products” (not yet executed). This is the same as performing the breakdown by
clicking on the Breakdown Icon next to the report name “Campaign Name” just above
the line item list.

Now, we can see which campaigns influence product sales. By understanding Net
Revenue (with the idea we are also recording Cost of Goods Sold to create a Net
Revenue metric) compared to campaign costs, we can create a Return On Ad Spend
metric to make choices about whether or not we should continue investing in certain
campaigns and whether we should eliminate others.
When you break down a Traffic Report using the Correlation Filter, you must choose a
line item by which to break down the report. In this case, we are filtering the Pages
report (not shown) by visitors from “Nordrhein-Westfalen (Germany)”. This is our line
item from the “Regions” report. Line-item breakdowns are available in Traffic, but re-
port-level breakdowns are not.
Breakdown Availability
You can break down one Conversion Report by another in Reports & Analytics and
there is no restriction on which two Conversion Reports you can break down (all
Conversion Reports can be broken down by all other Conversion Reports). You can
also add any Conversion Metrics and Page Views, Visits and Unique Visitors to these
types of breakdowns.
By default, Traffic Breakdowns, sometimes referred to as Correlations, are not enabled.

You must plan ahead if you want to break one Traffic Report down by another by ei-
ther having your Reports & Analytics Admin enable a two-item breakdown in the
Admin Console or by having Adobe Customer Care enable a 5- to 20-item breakdown.

Traffic Breakdowns are very flexible since they offer up to 20 levels of breakdown;
however, you can only apply the Page Views metric to these types of breakdown
reports.

A traffic breakdown or correlation is one of the main purposes of web
analytics: to relate data segments to each other. Want to know which
groups of people by age group respond well to your site content? Create
a correlation between the dimension of age group and your site sections.
Once you discover who visits your site by dimension, you can change your
site to offer the type of content that they want.

A conversion breakdown or subrelation is also vital to your analysis. Let’s
imagine that you want to know which products people buy when they
enter your site through your Summer Fest campaign. That breakdown
is available in Reports & Analytics! You may find some unexpected
relationships between the data segments that you can use to make
changes to your site and marketing to increase site conversion.
Exercise 11.1
Breakdown Traffic Reports
1. Run a Site Content > Site Sections report.
2. Within the “Womens” site section, click the Break down icon and select Site
Contents > Pages.
3. Which page is viewed the most?
Exercise 11.2
Conversion Breakdown Report
For 18- to 24-year-old females in the United States, what is the most popular Site
Section on our site by Page Views?
Hint: Report configurations are:

Site Content > Site Sections
Custom Traffic > Age Group
Visitor Profile > GeoSegmentation > Countries
Custom Traffic > Gender – Registration
Story Problem 11.3

Breakdown Conversion Reports
Scenario
1. We are trying to attract new customers to the site. We are not sure which
types of campaigns are most attractive to new clients. Which two reports

could you break down to find out which Campaign Name produces the most
Revenue from New Customers?
Story Problem 11.4

Hotel Bookings on our Travel Site
Scenario
You work for a hotel conglomerate that recently has been advertising its new luxury
hotel, the Empire Coliseum, to business travelers. These travelers are targeted through
inflight magazines and upsells through partnerships with airlines and rental car
companies.
Bookings for the hotel are lower than expected. Analyze the reports and a breakdown
report of Adults/Children and then give your recommendations for optimization.
Chapter Twelve
Segmentation

Overview
This chapter delves into the power of segments. Since you can apply segments to any
type of report (except for a select few such as the Marketing Channel Overview report)
and because Custom Segments can be based off of both Traffic and Conversion report
values, you are essentially able to get around the Breakdown limitations spoken of in
the last chapter that limit you to only break down Traffic by Traffic and Conversion by
Conversion. For example, Custom Segments can break down a Conversion report even
if the segment is based off of Traffic values!
Objectives
• Understand Page-, Visit-, Visitor- and Item-based Segments
• Learn how to use the Segment Builder
• Create Segments
12-1
Types of Segments
Segmentation vs. Metrics

Metrics count the things that happen on your Web site. These might be metrics such
as Page Views, Visits, Visitors, Orders, Registrations, and so forth.

Segmentation lets you determine who or what is responsible for the metrics:
• Types of visitors
• Kinds of visits
• Groups of pages
• Groups of products
• Kinds of campaigns
Primary Types of Segmentation

There are a few primary types of segmentation. Odds are, as you look at organiza-
tional goals and key performance indicators, you will want to focus on segments from
all of the following types.
Type 1: Hit-Based
Hit-based segmentation is usually a way of grouping pages into more abstract, and
often more telling, groups. A content site might have several pages per article, or en-
tire Site Sections devoted to sports, technology, entertainment, and politics. There are
generally static ways to divide and subdivide a site, so page-based segmentation is
usually the easiest to code and maintain.
Examples:
• Different page types (such as product pages versus info pages)

• Hierarchical groups of pages that commonly follow the main navigation of your
site and are then broken down into sub-categories of pages
Type 2: Visit-Based
Visit-based segmentation creates groups based on something specific to the visit.
Sometimes you want to know about the visits in which the visitor saw a specific page
or performed a certain function. You may want to know only about visitors that ar-
rived via a specific marketing vehicle (for example, an email, partner, or search engine).
Such aspects can change from visit to visit.
Examples:
• Campaign-spawned visits
• Visits when the visitor was/was not logged onto the site Visits in which the
visitor converted (purchased, signed up, and so on)
• Visits during which the visitor saw key content (such as a special promotion
page)
Type 3: Visitor-Based
For many people, visitor-based segmentation is the Holy Grail of Web analytics. The
better you understand your audience, the more equipped you will be to appeal to
them and win their loyalty. These segments are typically characteristics of the visitors
that do not change from visit to visit, but help you understand the visitor and his or her

behavior and motives.
Examples:
• Registered versus Non-registered
• Age
• Gender
• Occupation
• Customer Loyalty
• Geographical Location
Type 4: Item-Based
Another, kind of “open-ended” type of segmentation is any item-based segment. This
differs from the other three types because it is not a traffic-based segment. When you
track many items—for example, campaign tracking codes, products, visitor IDs, or any-
thing else that you might have a lot of—understanding the value of individual ele-
ments can be pretty difficult.
By grouping these values together, you can more easily make sense of this very granu-
lar data. For example, if you want to know which product type sells best through email
campaigns, that may be extremely difficult to determine if you must examine hun-
dreds or thousands of individual products and tracking codes. Item-based segments
make this process much more simple.
Examples:
• Product Group, sub-group, and so on
• Campaign type
• Banner style, color, or size
• Keyword type
• Search engine
• Type, length, or style of video
Chapter Twelve: Custom Segmentation 12-3

Segmentation Example: Splitting Up the Traffic
Say your site had 10,000 page views yesterday. That’s great to know, but as mentioned,
it is not the end goal. You need to know to whom and to what you can attribute those
page views. Which pages are getting that traffic? Who or what is responsible for these
page views?
§  Groups of Pages

§  Kinds of Visits
= 10,000 Page Views
§  Types of Visitors My Site

2500 Trial
PV Users
6000
PV 4000
2500
PV
PV 5000 Public Visitors
7000 PV
Not Logged in Customers
Logged in PV 3000
PV
Product Pages Info Pages
As you can see in this example, these 10,000 Page Views can be split up in many ways.
Visit-based info: If your site is coded to determine whether a visitor is logged in on their
visit, then you can determine how many page views came from people who were or
were not logged in. In this case, 6,000 Page Views came from people who were logged
in, and the remainder was from those who were not.
Hit-based info: In addition to Page Names, which are segments themselves (very gran-
ular segments), you may want to put these pages into groups in order to see how
much traffic comes through different areas of your site. In this case, 70% of the traffic
came through the Product Pages, and the rest on Info pages. This could indicate a lot
of revenue!
Visitor-based info: There are different kinds of visitors on your site. You could offer
people a trial service before they sign up as customers. Doing this allows you to see
how much traffic comes from customers, trial users, and the general public.
The $64,000 Question

As you identify the different segments that are interesting, you will need to determine
how best to use Adobe Marketing Cloud products, tools, and features to get the an-
swers you seek. Therefore the question you should always come back to is, “What do
we want to know?”
Unified Segmentation
In R&A, anyone can create segments, and apply them to any report. You can share
segments with individuals in your company and use them in R&A, Data Warehouse,
Ad Hoc Analysis, Target, and others. If you are an Admin, you can easily share seg-
ments with groups or the whole company. Unified Segmentation provides you with
powerful segmentation and a very efficient and organized interface.

Segmentation Workflow
This is the recommended process for creating segments:
• Plan: What kind of segments should you build? What questions are you trying to
answer?
• Build: We will go over how to build segments in this chapter.
• Tag: Apply descriptive tags to organize segments and easily find them later.
• Approve: Mark as segments, approved by Admins, for analysts to use.
• Share: Share with individuals or groups (admin).
• Filter: Filter by your segments, shared, approved, and favorite segments.
• Favorite: Mark segments as favorites to organize them and easily find them later.
Segmenting Reports
Let’s examine how these first three segment types or containers affect the same
report:
• Visitor (multi-session)
• Visit (single session)
• Hit (single page, single link tracking call)
• You should know, there is a fourth container called Logic Group. It is used with
the “THEN” operator. It disregards order in THEN statements for anything nested
within this container type. We’ll examine these later.

Which pages were viewed by the segment “Visitor with a purchase on our site?”
Which pages were viewed by the segment “Visit with a purchase on our site?”
Which pages were viewed by the segment “Page with a purchase on our site?”
As you can see, each Segment completely changes the report to which it is applied (in
this case, the Pages report). Remember that when you use the Visitor Segment
Container, as long as a visitor meets all of the criteria of the segment. all of that visitor’s
activity will be available for viewing in the report that you are segmenting. That means
that all of their visit activity is shown.
The Visit Container is much more restrictive and shows just the visit activity of visits
that meet the criteria of the Visit Segment that you created. This is probably the most
commonly used container followed by the Visitor container.
The Hit Container is the most granular and restrictive (it was called the Page Container
in older versions of this capability). It only shows you activity on a page if the page
meets the Page Segment criteria. This is most commonly used when you want to ex-
amine certain types of pages such as a group of Site Sections or the pages that were
touched by a certain segment type.
Applying Segments to Reports

To apply a segment to an open report, click Show Segments to expose the left-hand
segment rail. Select the desired segment and then click Apply Segments (you can

stack segments, too; for example, apply multiple segments at the same time). When
stacking segments, this creates an “AND” condition between the segments.

Click the “i” to quickly see how segments were built. Click the pencil shortcut to edit the
segment in the Segment Builder.
Comparing Segments
You can compare segments in Reports & Analytics by using the Compare to Segment
option in report configuration of the report. Click this option and select your compari-
son segment from the dialog. This segment will be compared to the segment you se-
lected in the report from the segment drop-down menu. If you have not selected a
segment, the segment used will be “All Visits.”

Segment Comparison (Segment IQ)
You access the Segment IQ in the Analysis workspace by:
• Creating a new project
• Clicking on the Panels Icon
• Dragging Segment Comparison in Workspace

As soon as a segment is added in comparison, it is compared against everyone else ‘s
segment that is created in real-time by default. This feature allows segment compari-
son with the rest of the population without creating a segment and, therefore, saving
user effort.

The Size and Overlap visualization illustrates the comparative sizes of each selected
segment and how much they overlap with each other. You can hover over the visual to
see how many visitors were in each overlapping or non-overlapping section. You can
also right-click on the overlap to create a brand new segment for further analysis.
The top metrics table displays the statistically most differentiating metrics between
the two segments selected. Each row in this table represents a differentiating metric,
ranked by how different it is between each segment. A score of 1 represents a large
statistical difference, whereas a score of 0 represents no statistical difference.
The Segment Comparison Tool will display the top metric in the table trended over the
last 30 days for each segment. If you want to visualize another metric found in the Top

Metrics table, just select it by clicking it and the visualization will update to show the
selected metric.
The Segment Comparison Tool highlights the top dimension item selected along with
other top dimension items from that dimension for comparison

The Top Segments table shows which segments (other than the two segments se-
lected for comparison) overlap very differently between the two selected seg-
ments. The top differentiating additional segment is displayed in an segment overlap
visualization

Segment Rights
All users can create, delete, and share their own Segments; however, sharing is limited
to other individuals. Admins can also create, delete, and share any Segments (there
own or others). They can share the segments that they create with groups or with the
whole company.
Building Segments
Reports & Analytics gives you the flexibility to create segments specific to your com-
pany and reporting needs. When you create a Segment, you can base the criteria that
defines the segment off of any Traffic or Conversion value. Each Segment is saved and
becomes part of your Data Warehouse segments, but is only visible to your user ac-
count unless you share them.
Adding a New Segment

To create a Custom Segment, click Show Segments and then click Create New
Segment to enter the Segment Builder.
In the Segment Builder, you can define a segment using Hit, Visit, or Visitor
containers.
Segment Builder
To create your segment:
1. Provide a descriptive title for your segment.

2. Provide a good segment description describing its purpose.
3. Select the top-level container type (Visitor, Visit, or Hit).
4. Drag and drop dimensions and/or events into container and indicate segment
criteria (in this example,“Order” must be “greater than or equal to 1”).
5. Add tags to the segment to more easily locate the segment in the future.
6. Click Save.

In this example, we based our segment off of the Visitor Container. If any visitors meet
the criteria of this segment, the visitor will be used to populate the reports we later
view. This Visitor Segment only includes those that ordered at least one time.
Defining a Segment
When in the Segment Definition Builder, click the Dimension, Event, or Segment but-
tons to expose these values on the left-hand rail for use in the Segment Definition. You
will immediately see the results of your segment (based on Traffic metrics) in the vali-
dation chart.

You can also see Product Compatibility (in this example, we can use the segment in
this example in R&A, Ad Hoc Analysis, and Data Warehouse).

Templates
You can use segments you previously built in your new segments. You can also use
Adobe Segment Templates. This is especially helpful if you are new to segmentation.
In this example, we’re using the “Abandon Cart” template to build a segment.
And, Or, and Then Operators

Use the “AND”, “OR”, and “THEN” operators between Events, Dimensions, or Containers.
You can set the “THEN” sequential segment designator to:
• Default: Event, Dimension, or Container occurs after

• After: Set time period or indicate number of page views or hits that must occur
• Within: Set time period or indicate number of page views or hits that must occur
• After/Within: Both run at the same time to provide a start and end point
Single Container Visitor Segment with “AND” operator
• Criteria:
›› Visitor has signed-up for a newsletter and completed a lead form (both
could have been done on the same visit or different visits)
• Result: All visit data on visitors that meet this criteria
Single Container Visit Segment with “OR” operator
• Criteria:
›› Includes all visits except those from people who are viewing our site from

an IP Address in the regions of Nordrhein-Westfalen, Germany or Osaka,
Japan.
• Result: All visit data on visits that meet this criteria
Single Container Hit Segment with “OR” operator
• Criteria:
›› Person viewing our site must have interacted with pages in our “Virtual
Catalog” or “Beauty & Fragrance” site sections.
• Result: All data that was sent to R&A on the same hit (page) as the site sections
(a search term searched from one of these site sections would be sent in on the
same hit)
Nested Container Hierarchy

You can nest containers within each other. Nested containers are read from the outer
container to the inner container. Data that does not match rules in subsequently read
containers is discarded and so on inward.
If you nest containers, Hits usually go inside Visits, and Visits inside Visitors, although
this can be broken (for example, a Visitor container could be nested inside a Visit con-
tainer; however, reasons for doing this are less common as you will see later). If you
need to create a complex sequential segment that ignores sequences within the con-
tainer, use the Logic Group container.

Nested Visit Containers in a Visitor Container with “THEN” operator
• Visitor Container segments with two nested Visit Containers

• Will show everything about visitors that had at least two visits that meet the
criteria
• Visit 1 criteria:
›› Arrived through the “Summer Sale”campaign
›› AND started the “Checkout” process
›› AND did not place an “Order”
• Visit 2 criteria:
›› Occurred sometime after Visit 1 (“THEN”sequential segment designation)
›› Placed at least 1 “Order” on the visit
• Result: All visit data of visitors that meet this criteria
Logic Group Example
Logic Groups are used when you apply the THEN operator. Provides a way to ignore
order for parts of sequential segments.
Example usage:
• Requirement: To see if visitors view the Campaign Landing page first, the Order
Confirmation page last, and the Product Demo page and the Coupon Page
somewhere in the middle.
• Challenge: View the Product Demo page and Coupon Page in any order (not a
typical Fallout report).
• Solution: Use a Logic Group for the two middle pages (as long as both are
viewed, regardless of order between the two, the segment criteria will be met)
The following example shows a Visitor container that contains three nested containers
(two Hit containers and one Logic Group). The “THEN” operator is used between con-
tainers requiring container criteria to occur in order. Logic container uses “AND” opera-
tor requiring both pages to be seen, but in no particular order.

Segment Manager
The Segment Manager is your one-stop shop to organize and share segments. Click
Show Segments and then Go to Segment Manager to access this tool.
The Filters are a very useful way to find segments by Tags and Owners. You can also
search for your segments, segments by others with you, and approved segments.

Admins have full control over all segments. Regular users have control over their own
segments. Select a segment inside of the Segment Manager to:
• Add additional tags to make it easier to find/increase segment organization

• Share the segment with other analysts
• Delete
• Rename
• Approve
• Copy (useful when you want to build new segments)
Additionally, admins can share segments with different groups of people ranging from
everyone to individual users. All other users can share segments with individual
users.

Publishing Segments
If your account is enabled for the Adobe Marketing Cloud, you will also see an option
to Publish Segments in the Segment Manager. You can use these segments in the
following:
• Audience Library
• Target
• Audience Management
Your Reports & Analytics segments are available in Ad Hoc Analysis and Data
Warehouse even if your account is not enabled for the Adobe Marketing Cloud.
Within the Segment Definition Builder, Reports & Analytics has a Library that can hold
segmentation components that you build. This is a great tool that allows you to pull
segment pieces you constructed in the past and apply them to current segments to
accelerate the segmentation building process.
Exercise 12.1
Building a One-Time Big Purchase Visitor Segment
1. Using the Segment Definition Builder, create a segment that will include all data
from people who have made one purchase on your site of at least $500.
Exercise 12.2
Building a One-Time Big Purchase Visit Segment
1. How would you change the segment to focus only on the visits where they
placed the $500 order instead of focusing on the type of people that place these
orders?
Exercise 12.3

Building a Visitor Purchase Segment
1. How would you change the segment to focus on people whose orders had
totaled $500 (as opposed to one big purchase)?
Story Problem 12.4

Understanding New Segments
Scenario
our boss at Geometrixx Clothiers wants to know how a new segment of interest re-
Y
sponds to campaigns and products in comparison with All Visits on your site.
Your boss would like a break down report listing all Campaign Names by all Products for
the segment “Females from the United States” (demographic information gathered
through site surveys).
Question
How would your run this report?
Exercise 12.5
Site Sections
1. You want to create a Segment that allows you to analyze all Visitors that view
the “Beauty & Fragrance” site section and the “Jewelry & Accessories” site
section.

Exercise 12.6
Pages
1. You want like to create a Segment that allows you to analyze all Visits that first
view the “Mens:Apparel” page and then, in either order, both the “Wayfarer
Sunglasses” page and the “Metal-Frame Sunglasses” page within 15 page views
of the “Mens:Apparel” page.
Exercise 12.7
Fallout Report
1. Build a segment that shows all visits from the Campaign Name “Brand Email.”
Build a Fallout report:

2. Apply the new segment to the Fallout report. Based on Fallout percentages, is
there a significant difference between fallout for this segment and fallout for all
visits?
Exercise 12.8
Two Visit Types
1. Build a Segment that shows either “Visits from people that have at least 10 visits
to the site” or “Visits from people that enter the site through Campaign Name
‘All Name Brands on Sale’ and give us at least $100 of Revenue during the visit.”
Exercise 12.9
Campaign for Two Age Groups
1. Build a segment that shows all Visitors that came in through our “Summer Sale”
campaign, and are either “18-24” or “30-39”.
Exercise 12.10
Purchase Visits
1. Create a segment that shows all visits with a purchase as long as they didn’t view
at least one of the following pages:
“Leather Business Card Holder”
“Icey Eye Cream”
Exercise 12.11
Nested Visitor Container in Visit Container
1. Users register their home country when they sign up on our site. In this example,
the country name is not recorded again in subsequent visits on this site. What is
the meaning of the following segment that contains a Visitor Container nested in
a Visit Container?

Exercise 12.12
Conversion and Demographics
1. You want to see everything about 40- to 49-year-old women that have regis-
tered, ordered and signed up for a newsletter. These conversions could occur on
one visit or between multiple visits.
Exercise 12.13
One Last Segment
1. Create a segment that shows all people that have purchased, registered, and
signed up for a newsletter as long as they’re not from the GeoSegment region of
“California.” The Purchase event must have occurred no more than 30 days after
the Registration and Newsletter Signup. Either the Registration or Newsletter
Signup can be the first event to have occurred.

Chapter Thirteen
Adding Context to Your

Reports Using Targets,
Calendar Events and Alerts

Overview
This chapter shows how to continue customizing reports by adding context. This
includes showing goals (target numbers) in the same report as the actual numbers,
including notes in the reports, and also setting alerts to be notified if significantly high
or low numbers occur.
Objectives
• Create and view Target reports
• Create and add calendar events to your reports
• Understand and create alerts for your Reports & Analytics data
13-1
Targets
Targets let you measure your Web site performance against your site goals. For
example, you may want to increase the number of visitors who come from a geographic
region, revenue per order, number of hits from a specific referrer, or even just the total

number of subscriptions on your site. Targets let you track your progress for each goal
you create.
Targets
A Reports & Analytics
feature that lets you Creating New Targets
graphically see how your site To create a new target report, open the Manage Targets menu (View All Reports >
is performing based on set Targets > Manage Targets).
goals (or targets).
The Manage Targets menu shows existing targets (as soon as you create some). Targets
are user-specific, so the first time you view this page, you will only see buttons to
create new targets. Once you create targets, they are displayed and can be shared,
edited, or deleted through the Target Manager.
Click Add New... to open the Add/Edit Target dialog.
Now just use the following steps to create your new target report.

1. In teh Target Name field, enter the name of your Target report. This name will
show up in the My Targets menu for everyone to see (if you share the report),
so choose a descriptive name that will match users’ expectations. TIP: Place Targets in
a dashboard report so
Set the scope of the report. First, select whether the target applies to the you can keep track of them
whole site or to ONE item in ONE report. You cannot apply a target to a group better. If you do not plan to
of items in a report (for example, you cannot select multiple items). You may, review these reports on a
however, create a Reports & Analytics classification to group line items (for regular basis, these reports
example, product groups, campaign groups, and so forth) and then set up a are not very useful.
target for that group. (This functionality is described in the Reports & Analytics
Advanced Features & Tools course).
Next, set the metric for which you are setting the goal. The previous example
shows an overall revenue goal for the entire site. You could set other goals for
your entire site, such as Unique Visitor goals, Page View goals, or even custom
event goals (like Registrations). As mentioned previously, you could also set
goals for an item in a report. This could be Unique Visitors who saw a certain
page, Orders or Revenue for a specific product, or Visits from a specific
geographic location.
2. Set the date range and granularity. Reports & Analytics lets you set your goal
for any time period and then break it down by smaller time periods (or just
have a goal for the whole time period). For example, you could simply have a
goal for a month, or you could break your monthly goal into weeks or days.
Chapter Thirteen: Adding Context to Your Reports Using Targets, Calendar Events and Alerts 13-3
3. Enter the goal values. The number of values you will need to enter depends
on your date range and granularity. If your target is set to a month, and you
have daily granularity, you will have to enter a goal for each day (28 to 31
different numbers).
4. Click OK to save your target.
At the bottom of the interface, there is a link to define an “accountability matrix.” This
feature will not be described in this course. For more information regarding this
feature, refer to the Reports & Analytics User Manual.

Ever set goals that get forgotten? Is your team accountable for their

ambitious site goals? Now you can see what’s really happening
superimposed over your company goals to visually understand your
position. Make sure to schedule this report for recurring delivery or add
it to a dashboard so you do not forget about one of your most important
reports.
Viewing the Target Report

After creating and saving the target, your new target appears in the Manager Targets
menu. You can then decide whether you want to share the Target with others or keep
it to yourself.
Your Target reports show up on the top pane of the Manage Targets menu and any
shared reports appear on the bottom pane. This format is typical for the other user-
based tools like bookmarks and dashboards as well.
After saving a Target report, you can access your Target reports from View All Reports
> Targets. If you ever need to edit, delete, or share any Target, you can do so by
entering the Manage Targets menu.
When you initially select a Target report, the default view will show you Actual and
Target numbers along with the Difference between the two.
This report shows the goals you entered, as well as the actual numbers for the time
period shown. In this example, you can see the goals increased and decreased during
the period and the actual numbers exceeded the goals for each month, but were fairly
consistent. If you continue to increase your goals, you may need to do something to
help increase your actual revenue as well, or else you will fail to reach your goals.
You can also select the Variance View of the report to see how far above or below your
goals you were. The link to activate the Variance View is located above the graph.
Exercise 13.1
Create and Run a Target Report
Create and view a Target report with the following settings:
1. Click View All Reports and select Targets > Manage Targets to run the
report.
2. Click Add New. The Add/Edit Target page opens.
3. In the Target Name field, enter: Name Brands Campaign Goal

4. In the Scope area, select Campaign Name for the Apply To: option.
5. Click the Select Item link. The Choose Campaign Name window opens.
6. Search for All Name Brands on Sale, select it, and click OK. The Select Item
now has the value, All Name Brands on Sale, in parentheses after it.

7. Set Metric to Revenue.
8. Set the date range from the start of the previous month through the end of
next month (to show you can set targets for past, present, and future time
periods).
9. In the Granularity drop-down, select Monthly.
10. In the Values area, you will have three empty fields for each period (with the
period corresponding to the date range you specified in Step 6). Enter the
following three values for the months ($750,000, $800,000, $725,000).
11. Click OK to save your target report.
12. View your target report by clicking Reports at the top and then clicking
Targets > Name Brands Campaign Goal (this report name comes from Step
3).
13. View the variance view by clicking the Variance link at the top of the report
for the Report Type.
N ote: The Target and Variance links are “toggles” of one another. By default, a
Target Report’s Report Type is Target (makes sense). But, you can click Variance
to see the resulting view. For fun, toggle back and forth and observe the differences
between the two report types.
Exercise 13.2
Removing Old Targets
1. Locate the Target you created by clicking View All Reports and then selecting
Targets > Manage Targets.
2. In the row that contains the target you want to delete, click the red X in the
Manage column. The target is removed from your Targets area.
N ote: There is no Warning or dialog box prompting you to Delete or Cancel the
deletion. Therefore, make sure you want to delete the target; otherwise, if you
accidentally delete it, you will have to recreate it.
Calendar Events
Calendar events allow you to set markers in reports that contain helpful information
regarding things that are happening in the real world that might affect site traffic or
conversion. These events might include a server being down, a newsletter going out, a

media site content update, or a special promotion being run on the site. You can simply
think of calendar events as “sticky notes” that you can place on reports. Use this tool to Calendar Events
graphically display events and see whether campaigns or other events affected your Custom “sticky notes”
site traffic, revenue, or any other metric. that appear as a small icon in
trended reports. They contain
a title and explanatory notes.
Used to give context to your
data. Popular with all site
types, especially Media sites.
To create a new calendar event, go to the Analytics > Components > Calendar Events.
Similar to the Target Manager already discussed, a menu opens containing your own
Calendar Events and shared events at the bottom. Click Add New... to enter the Add/ NOTE: It is important
that you do not confuse
Edit dialog.
these calendar “events” with
other uses of the word “events.”
Remember that conversion
events are activities that you
try to persuade visitors to
do (in the reports, they are
metrics). These have NOTHING
to do with calendar events.
1. In the Title field, enter a name for your event.
2. Set the date range of the calendar event (which can also be just one day).
3. (OPTIONAL): Enter notes in the Note Text field.
4. In the Display Settings area, select an icon, including shape (first drop-down)
and color (second drop-down). Create your own schema for this. For example,
maybe red ones are bad and green ones are good. Maybe blue ones are
simply informative. It is up to you.
5. Click Save. You can then see the calendar event in your trended reports.
It’s a good idea to use a Display Icon schema that makes sense to you because Calendar
Event titles and note text do not appear in trended graphs until you mouse over a
Calendar Event icon within the graph.
In any graphs that are trended over time, you will see the Calendar Event icon as you
defined it (by shape and color). When you mouse over the icon, a popup shows your
title, dates, and information. In the example above, an arrow extends to the right of the
icon because the Calendar Event’s duration includes dates in the future as well.

Have you recently had a spike in traffic due to a campaign? May you
had a server outage? Perhaps you launched a new set of stories on your
media site? These are all things you’ll likely remember next week, but
not next month or next year. In order for you to better analyze your data

in context, create one of these journal entries or Calendar Events so that
you’ll know why you had a spike or dip in traffic/conversion next year.
Exercise 13.3
A Calendar Event for Media Content Updates
Create and view a Calendar Event in your reports.
1. Click Analytics > Components > Calendar Events..
2. Click Add New…
3. Create a new calendar event for your media site:
a. Title: Olympic Games content (append your initials as well)
b. Event Date: Use last Sunday’s date
c. Note Text: Published new stories about the Opening Ceremonies and
local athletes
d. Display Icon: You choose
5. Click Save and run a Reports & Analytics report.
6. If the report you have run is not a trended view, change to a trended graph so
that you can see and mouse over your calendar event icon.
Exercise 13.4
Removing Calendar Events
1. You may occasionally need to remove calendar events that contain old or
incorrect data.
2. Go to the Calendar Events Manager (Analytics > Components > Calendar
Events).
3. In the row that contains the calendar event you want to delete, click the red X.
The target is removed from your Targets area.
deletion. Therefore, make sure you want to delete the calendar event; otherwise,
if you accidentally delete it, you will have to recreate it.
Alerts
Reports & Analytics Alerts allow you to keep apprised of the Traffic and Conversion on
your Web site without having to babysit the numbers. You can set up Alerts to notify
you if certain thresholds are reached in a defined time period.

One important distinction to understand about Reports & Analytics Alerts is they are
not “triggered” Alerts as you might assume. Reports & Analytics Alerts are timed and
measured alerts. In other words, at a preconfigured time, Reports & Analytics checks
to see if a number is above or below a certain threshold, and then sends you a Alerts
notification if that threshold has been crossed. This setting is made in the alert Email notifications
definition interface. that are sent when a specified
metric exceeds a predefined
threshold.
Setting Up an Alert
There are two different kinds of alerts:
1. Metric-based alerts
2. Item-based alerts
Metric-based Alerts
This is probably the most commonly set alert. It simply watches a metric on your site
to see if it goes above or below your defined thresholds. The definition interface is very
simple. To set up a new alert, first run the Site Metrics report that contains the metric
of interest. For example, if you would like to have Reports & Analytics automatically
email you if Visits to your site increase or decrease drastically, you would first run a Site
Metrics > Visits report.
Click Add Alerts in the ...More section. This expands the alerts definition dialog box,
placing it inline, right above the report.

The steps to set up an alert are as follows:
1. Set an alert name. This is only used in the Alerts Manager, so it only needs to
make sense to you.
2. Set how often you want Reports & Analytics to check the numbers. This has
reference to the “When are you alerted” section above. Reports & Analytics
does not send you anything right when a number is hit. Reports & Analytics
checks at the end of the month, week, day, or hour to see if the threshold has
been crossed. The example above reflects a Daily setting, which checks at the
end of every day.
3. Set the change option and the value. If the value is above or below the
threshold, you can receive an alert as the example above shows, if the value
changes up or down by a certain percentage. This definition requests an alert
if Visits go up or down by 10% per day. This means that at the end of today, it
will compare today’s total visits to yesterday’s total visits, and if that number is
10% higher or lower, it will send the email.
4. Decide who should be notified. You can send a regular email (which has
HTML formatting included) and/or you can send a mobile alert, which still
requires an email, but is formatted lighter for mobile use.
5. Click Save. A blue message beneath the report title displays, indicating the
alert was successfully created.
Now you can sit back and wait for the alerts to come in. This helps you keep up with
site numbers without having to watch everything.
Item-based Alerts
In addition to Site Metrics, you may want to set an alert for one or more items in a
report. For example, maybe you need to know if a certain problem page is being
reloaded too frequently. Or maybe you want to know if you did not receive enough
orders for that new product. Reports & Analytics allows you to set Alerts on specific
items, ignoring all of the other items in the report.
Setting the alert is very similar to the steps just shown for site metrics:
• Run the report that contains the items about which you would like to be alerted.
• Click the Alerts button in the toolbar.
In this case, the Alerts definition dialog is just a little more complicated, because you
have the ability to select specific items. In this example, “Pumi Luggage Set” is the
product that was selected in this Alert. If Orders fall to or below 50 per week, an email
notification is sent. If the luggage set gets more than 50 orders per week, no action is
taken.
In addition to the settings already discussed, choose the metric and the item(s) to
which you want to apply the alert. The metrics available in the report will be available
in the Assign alert to box.
Exercise 13.5
Create an Item-based Alert for a Traffic Sources report
1. Run a Reports > Traffic Sources > Search Keywords – All report.
2. In the toolbar, click ...More then click Add Alert.
3. In the Alert Name field, enter a name with your initials at the end of the name
(for example, Item-based Alert ABC).
4. In the Check Values at the end of each: drop-down, select Week.
5. For the Apply the alert to: drop-down, select: Top 1000
6. For the Rule, select the If value: % Changes By (%) and in the empty field
next to it, enter 15 then click Save.
T ip: Do not include the percentage (%) sign. Otherwise, a dialog box opens, asking

you to enter a number for your rule. Prevent this from displaying in the future by
clicking the checkbox and clicking OK.
Exercise 13.6
Removing Old Alerts
If necesary, you can disable, edit, and delete an alert. To remove an alert:
1. Click Analytics > Components > Alerts to open the Alerts Manager page.
2. Locate the Alert you created.
3. In the row that contains the alert you want to delete, then click the red “X” in
the Manage Column of the Alert Manager.
deletion. Therefore, make sure you want to delete the alert; otherwise, if you
accidentally delete it, you will have to recreate it.
Section Four
Report Retrieval and Distribution

By now you have learned how to define KPI, find and run reports, and also customize
the reports to give you the answers that you need displayed in a manner that will be
most helpful to you. Next time you open Reports & Analytics, you probably don’t want
to have to spend time recreating the reports you made during your last session. You
want to be able to come right back to your customized report to quickly see the
information that you utilize to make timely business decisions.
Also, you may not be the only one who needs these reports. You may need to get this
information to someone else, whether that person is a colleague, a partner, or your
boss.
This section discusses several methods to retrieve and distribute reports. You will be
able to save and retrieve customized reports, email and download reports, create
“dashboards” that contain several of your most important reports, and also schedule
delivery automation so that you can send out reports regularly without having to
manually email them.
Chapter 14: Saving and Retrieving Reports

Chapter 15: Distributing Reports
Chapter 16: Dashboards
14-1
Chapter Fourteen
Saving Reports

Overview
In this chapter, you will learn how to save the customized reports you created. Typically
,one of the first concerns is how to come back to the customized report without having
to do all that work again. This chapter will teach you two basic ways to save reports:
1. Downloads
2. Bookmarks
Objectives
• Download reports to your machine
• Create bookmarks for easy report retrieval
• Access bookmarks from a mobile device
14-3
Downloading Reports
The first method of saving reports is to use the download feature, available on the
toolbar above the report in Reports & Analytics. This feature allows you to quickly
save a copy of the currently viewed report—right to your machine. This is helpful
when you need the report later (for example, in a meeting or presentation).

NOTE: Excel, PDF,
and Word downloads Some important things to remember about downloads include:
are limited to 500 line items.
• These are “static” reports. They do not ever change dates, as you are saving a
CSV is limited to 50,000 line
copy to your hard drive for that snapshot in the report’s history.
items. The default is 50 line
items, which you can adjust • What you see is what you get. If you see 50 rows of data, that is exactly what
in “Advanced Download will download to your machine.

Options.” • This is not the feature that automates delivery of the report. This is simply a
download of the report, and then you can do whatever you want with it.
Before downloading a report, make sure the report appears exactly the way you want
it, including the right metrics, date range, filter by keyword, and so on. You then click
the Download button on the left side of the toolbar.
csv When you click on this button, it expands to show you your format options for
comma-separated download.
value file, a flat file
used to store tabular
data, columns of
data are delimited by
commas, commonly
manipulated in excel
The report will be generated in the selected format, and you will then be asked to
open the file or to save it to disk. When you choose to save it to disk, it is then a static
file, sitting on your hard drive, which you can open anytime you like.
If you click on Advanced Download Options, you can download up to 500 line items of
data for Excel, PDF, or Word format and up to 50,000 line items if you select the CSV
file format. You can opt to download the file as a .zip, change the language of the
report, and even name and insert comments into the file.

Exercise 14.1
Downloading a Report
1. Run a Reports > Campaigns > Tracking Code > Marketing Channel report.
2. Click Download in the toolbar.
3. Click the PDF icon to immediately download the report in PDF format. While
the report is being created, a yellow note across the top of the report
indicates, “Your report is being generated in the following format: <format
type>”
4. If it does not open by default, open the PDF download.
5. In the report window, click X in the yellow note to remove it from the screen.
Chapter Fourteen: Saving Reports 14-5

Bookmarking Reports
You just learned how to save a report to your hard drive with the download feature.
This is a great option and maybe it was exactly what you needed at the time. However,
when you open that file later, it is still the same report for that same timeframe. If you
take the time to customize a report, it is probably because it is important to you, and

you will need it again. But, you will need the report updated for a new timeframe. This
is where bookmarks come in.
Bookmarks are “living” reports that were saved based on a rolling period of time. This
can be very helpful, because you will probably need “last week’s” or “last month’s”
numbers, or even “today’s numbers so far.” That is where bookmarks save the day.
Technically, bookmarks are really just saved groups of settings, so when you run the
report, it creates the report for the new time period, and contains all of the other
settings that existed for the report.
Bookmarks Setting up the Report for a Bookmark

A saved report in Before actually saving a bookmark, first run the report that you want to bookmark and
Reports & Analytics for easy
configure it exactly the way you want it.
access. Bookmarking a report
saves time because the
report settings are already
configured – you do not have
to go through the process
of choosing configuration
options each time you run the
report.
This example uses the search word “shopping” in the filter which has eliminated all of
the pages except those pages in the report that contain that search string. It includes
three metrics and uses a pie chart graph. The date is set to the current month and the
percent is shown as a graph within the table. These settings are saved and present
when the bookmarked report is run later. This report has a timeframe of March 2011
(shown in the top right). Assume it was March 17 when you set the bookmark. At that
point, you are NOT setting a March 2016 report into the bookmark; rather you are
setting a “current month” report. It will continue to show March 2011 numbers only
until March is no longer the current month. When April 2016 rolls around, this
bookmarked report becomes an April 2016 report.
A couple more examples:

• If you want a bookmark with yesterday’s revenue numbers, run the report that
shows yesterday’s revenue numbers and save the bookmark. When you come
back to the bookmark tomorrow, it will show you today’s revenue because today
is tomorrow’s yesterday.
• If you want to see a rolling 30-day report with your conversion metrics, run that
report and set the calendar to “last 30 days” from the custom date range menu
in the calendar. Every time you run the bookmarked report, it will show you the
last 30 days.
Saving the Bookmark

Once you have the report set the way you want it, you can save it as a bookmark by
selecting the Bookmark button on the toolbar (the star between the envelope and
metric gauge). This expands the area above the report to set the bookmark.
Saving the bookmark is as simple as giving it a name and putting it into a folder. You
can create as many bookmarks as you want and create as many folders as you want.
There are a few more options available on this definition screen.
• Make Public – Checking this option allows other Reports & Analytics users to
pull this bookmarked report into their interface. This is done in the Bookmark
Manager, available in the My Account drop-down menu.
• Display report upon login – If this is your “most favoritest” report, or at least the
first thing you need to see when you log into Reports & Analytics, you can check
this box and it will be shown to you as soon as you log in.
Accessing a Saved Bookmark

]When you save a new folder of bookmarks, it will immediately appear in View All
Reports > Bookmarks.

The Bookmark Manager
All of your bookmarks are listed in the bookmark manager. To access the Bookmark
Manager, click View All Reports > Bookmarks > Manage Bookmarks.
Like other manager interfaces already discussed, the Bookmark Manager has your
bookmarks on the top pane and “public” or shared bookmarks on the bottom pane.
Sharing Bookmarks
Any bookmarks that others opted to “make public” display in the bottom half of the
interface, along with your public bookmarks. If you want to grab some of the public
bookmarks for your own use and import them into your own account, you have two
choices:

1. On Menu – Clicking this option will place the bookmark on the Publishing Bar,
but the creator still owns it. You are essentially subscribing to the bookmark,
so if the creator changes the bookmark, you will see those changes. Since you
do not own the bookmark in this case, you cannot modify it.
2. Copy Me – This choice severs the relationship between creator and bookmark
and places your own copy onto your bookmark bar. If the creator changes the
original bookmark, it has no effect on your copy. You are able to modify this
copy.
TIP: Do you have a

customized report that
you need to share with all of
your analysts? Do not wait for
them to copy your bookmark.
Use the “Push Bookmarks to
Users” option and take care of
Push Bookmarks to Users
it in one easy step.
As a Reports & Analytics administrator, you may want to create bookmarks that you
can automatically push to your analysts without waiting for them to opt in by clicking
the Copy Me or On Menu options in the Bookmarks Manager.
You can easily push bookmarks to your users by first making the bookmark public.
Once this is done, simply click on the Users link and you can designate recipients in the
Push Bookmarks to Users dialog.

Save yourself time with Bookmarks. Do not sign into Reports & Analytics
and rebuild the same report every day. If you customize a report by
modifying the graph, by adding additional metrics and by using search,
save it in its current state by using bookmark so that you can access it in
future sessions. Now that’s a time saver!
Edit, Rename, Move and Delete Bookmarks

Within the Manage column, you can edit and rename your bookmarks by clicking on
the Edit icon that sits on the same row as your bookmark. This icon has a sheet of
paper with a pencil. You can delete bookmarks clicking the red “X” in the corresponding
row (of the bookmark you want to delete) within the Manage column. Change your
bookmark’s folder location by simply clicking on the selection box to the left of any
bookmark and then select its new destination from the “Move to Folder...” drop-down
from the top of the Bookmark Manager.

Automate Bookmark Delivery
To schedule a Bookmark to be delivered on a recurring basis, click the Schedule icon
in the Schedule column in the row of the corresponding Bookmark. For more
information on automating reports for delivery via email, refer to the next chapter,
“Distributing Reports” on page 15-1.
Custom Reports
Custom Reports, available for set up only by Reports & Analytics Administrators, make
it possible to create a new report that retains custom configurations within a report
similar to bookmarks. The Custom Reports appear within the left-hand navigation for
every one of your Reports & Analytics users. Unlike a bookmark, they do not need to
opt in to receive this report.
To create a Custom Report, first run a report and configure it as needed. Once you set
up your report exactly as you like, click the Create Custom Reportlet under ...More
Actions on the main tool bar.

Exercise 14.2
Bookmark a Report
Run a report and save it as a bookmark.
1. Click Reports and click Site Content > Site Sections to run the report.
2. In the upper-right, click the Calendar Tool and set a timeframe of last week.
3. In the lower left, click Run Report.
4. In the left panel, click Metrics and add the following: Page Views, Visits, and
Unique Visitors
5. Click Apply then let the page refresh.
6. Click the Bookmark button on the toolbar.

7. Save the report to a new folder with your name on it.
8. Open the Bookmark Manager (Reports > Bookmarks > Manage Bookmarks)
and add someone’s public bookmark to your interface.
Exercise 14.3
Removing Old Bookmarks
1. Open the Bookmark Manager (Reports > Bookmarks > Manage Bookmarks).
2. In the row that contains the bookmark you just created, click the red X.

Chapter Fifteen
Distributing Reports

Overview
In the last chapter, you learned how to save dynamic Bookmarks and static reports
using the Download function. You may, however, want to have reports delivered to
you automatically so you do not have to log in to Reports & Analytics every time you
need to see your numbers. Automating the push of data to you and your employees
saves you time and keeps you on task.
Also, it is very likely that you will need to provide reports to other people at some time.
This might be a colleague, marketing partner, or your manager. Reports & Analytics
has tools that can help you with this distribution. You can send a report to someone
just once, or you can program Reports & Analytics to automatically send the report on
a regular basis.
The distribution methods discussed in this chapter are all accessed via buttons on the
toolbar:
• Send
• Print
• Extract Data
• Copy Graphs
• Link to This Report
Objectives
• Use the Print button to get a better print view
• Use the Copy Graph button to copy the graph to a different application
• Link to Reports
• Email a report to yourself
• Know how to set up a schedule for automated report delivery
• Use Data Extract to deliver more customized data
15-1
Getting the Data to Decision Makers
Printing Reports
One way to distribute a report is to print it out and walk over and hand it to someone.
On the Toolbar, go to ...More > Print.

Clicking the Print button opens a new window or tab with a print view of your report,
minus the navigation links, menus, and tool bars. If you were to use the regular browser
Print command, all of the peripheral “stuff” would appear in your printed copy.
Copy Graphs
On the Toolbar, go to ...More > Copy Graph.
After configuring your report, you may like your graph so much that you wish to copy
it into another application, into a presentation or an internal training document. The
graphs in Reports & Analytics are built in Flash. The Copy Graph button creates and
opens your graph in another window as a JPG image file so that you can right-click and
save the image to your hard drive.
Link to This Report
If you want to show a colleague in a different location a specific report for a fixed date
range without needing to save a Bookmark or schedule a report for delivery, the Link
to Reports option is your easy answer. This option lets you send a link (to the report).

On the Toolbar, go to ...More > Link to This Report. Reports & Analytics opens a Link
to This Report area above the report where you can copy the link. Reports & Analytics
automatically creates this shortened URL that links to the report. The Date Range for
the report will never change over time (not a relative period of time like a bookmark).
You can also rest assure that your data is safe because anyone that clicks on this link is
required to login in order to see the report.
Emailing and Automating Reports for Delivery

As you evolve from a day-to-day data manager to an actionable analytics strategist,
make sure you take advantage of any available automation in Reports & Analytics.
Automating report delivery is one of the best ways to allow you to adapt a proactive
approach to your analytics without having to do more work.
Emailing Reports
Click the Send button on the toolbar to open the Email Report tool at the top of the
page. We will talk later about Advanced Delivery Options, but here, we will focus on
the basic functionality of this tool.
Chapter Fifteen: Distributing Reports 15-3

Formats
At this point, you can select from the six available formats. As stated previously, five of
the six formats allow you to send up to 500 line items of data. The CSV format is the
only exception allowing you to send up to 50,000 line items. The special Mobile format
sends data in text format so users with cell phones that do not handle HTML well can
more easily read the data.
Recipients
You can send to many recipients by entering multiple email addresses, delimited by
comma or semicolon, in the Email field. Reports & Analytics does not read email
groups from email programs, so you will need to enter all the email addresses, or you
can have the Reports & Analytics Admin create a Publishing List (discussed later) so
you can send it to a preconfigured group across multiple Report Suites.
Sending Reports Just One Time

As you can see in the example above, the default setting in Scheduling field is to send
the report immediately. This option simply sends out the report that you have
configured in the selected format once. It does not create any automation. If you just
want to send the report out and you do not need to send it again, use this option.
Automating Report Delivery

In the Scheduling drop-down menu, you have other options besides “Immediately” if
you want to program Reports & Analytics to automatically send emails at certain
intervals.
Selecting one of these basic scheduling options is a quick way to receive a regular
email with your report. For example, if you choose the “Monthly (First day of each
month)” selection, Reports & Analytics will send you the report on the first day of each
month as it says, showing the previous month’s data in the report (provided that you
have last month’s data selected in the report when you click the Email button).
Report Time Frames
These basic scheduling selections, although easy to select, do not tell you what data
you will receive. Therefore, you will need to make sure you have selected the correct
time period in the report before selecting one of these options. For example, if you
always want last month’s data delivered to you on the first of the next month, make
sure you run the report for the previous month. When the report is created, it will grab
the data for the previous month and send it to you. If, on the other hand, you had a
report that contained the current month’s data, you would only receive the current
month’s data when it is delivered, which would be only a few hours’ worth of data. This
is because it is being delivered on the first day of the month.
The key to understanding the time scheduling is to think about when it is going to be
delivered, and think about the relative timeframe at that moment. Will it be the previous

month that users want at that time, or the current month? TIP: Try out the
“Append report date
Advanced Report Options range to the file name”
option when you schedule a
Let’s take a look at our report options. You can access advanced options by clicking
report for delivery using the
the Advanced Delivery Options link in the Email Report Tool (Send in the toolbar).
Advanced Delivery Options.
It can mitigate a lot of hassle
when you’re trying to find the
correct report in an archive
folder on your computer.
There are five parts to the Advanced Report options:
1. Name your report — Let Reports & Analytics name it for your (default
settings) or click Custom to enter your own name. You can even have Reports
& Analytics append the date range to the file name.
2. Choose format — Your report can be delivered in one of six formats.
Remember that Excel, PDF, HTML, Word, and Mobile formats all allow up to
500 line items of data. With CSV format, you can get up to 50,000 line items
of data.
3. Report Contents — This is where you can tell Reports & Analytics how many
line items of data you want to receive in your report. The default is 50, so if you
want more, change it here. You can also set the header and footer language and
include comments that actually appear in the report.
4. Digital Signature File — When available, you have the option to receive a
Digital Signature File with your reports.

Report Destination — Here you can have your report sent to an Email, FTP, or
Partner destination. If sending to an Email destination, you can manage your
own distribution lists directly in Reports & Analytics through the Publishing
List option (you must be an admin to create a Publishing List). This is also the
place that you will enter the title of your email as well as place notes in the
body of the email.
Digital Signature ADOBE COPYRIGHT PROTECTED

When you request a report from Reports & Analytics (for example, bookmarked
reports or Data Warehouse requests), you can optionally request a digital signature
(Step 4 in the process above). The Schedule Interface displays the Digital Signature
Option when it is available. Adobe’s digital signature does not actually restrict who has
access to the data, but the actual purpose of the Digital Signature File (.sig) is to verify
the validity of the delivered report file. Using the digital signature, report recipients can
verify the file came from Adobe and has not been altered.
Access Digital Signature Verification at Analytics > Components > Scheduled Reports
and then click the Verify Digital Signature link. In the Digital Signature Verification

window, you can upload a data or signature file, then click Verify to determine if the
report is genuine and unaltered (upload Data and Signature file).
Advanced Scheduling Options

If you want to be more specific about the scheduling settings for your report, select the
Scheduling Options tab.

If you start to notice that you send out the same reports manually on
a repeated basis, start automating the process. Do not repeat tasks
that Reports & Analytics can automate. Reports & Analytics was made
to save you time and be as efficient as possible. Spend time analyzing
data and optimizing your site, not sending out reports that could be
automated.

There are four main parts to the scheduling options:
1. Fixed or Rolling Dates: Decide whether you want to “fix” the start or end date.
This is important to understand. If you “fix” the date, it will remain constant
instead of rolling with you relative to the current date. In other words, if you
schedule a current month report for monthly delivery, it will always arrive
with the current month’s data (updates each month).
There are some situations, where you might want the start or end date NOT
to roll with time. For example, if you started a campaign on a certain day, you
might want to have a report delivered to you each day that shows information
starting on the campaign start date, but continues to add a day each time you
receive the report. In this example, you would “fix” the start date but leave the
end date rolling.
This section also labels how often the data will “move.” The example above
has a default date range set to be the “last 7 days.” Because of this setting, the
rolling dates will move every day. If you set the date range to be the “previous
month,” then the data will not move until a new calendar month is reached.
2. Frequency: Decide how often you want this report. This is pretty basic stuff,
even allowing you to get the report on a staggered basis, such as every three
days.
3. Start Date Conditions: In this field, you can set the time you want the report to
be created, after which it is sent to you. Remember you are not actually able
to say when you want the report delivered. You can only tell Reports &
Analytics when to start building the report. The difference between the start
processing time and actual delivery could be small, but it may depend on the
size of the report. If you have a huge, complicated report to create, you must
take that into account when you set up the delivery schedule.
4. End Date Conditions: With this setting, you can have Reports & Analytics “turn
off” the delivery of this report without you having to go back in and do it
yourself. If you would like to have it run a few times and then shut off, set it
appropriately. Keep in mind that you can always turn off recurring reports
through My Account > Scheduled Reports.

Scheduled Reports Manager
After you’ve scheduled reports for delivery, you may need to modify delivery format,
time, frequency or even destination. You may also just need to cancel any scheduled
reports. Even though you can set reports to stop delivery after a certain date, you may
not know when that date is when you initially schedule delivery so most report
delivery will likely be stopped in the Scheduled Reports Manager. Access the Scheduled
Reports Manager via Analytics > Components > Scheduled Reports.
The Scheduled Reports Manager lists the following:
• Report Name
• Product
• Email/FTP destination
• Schedule frequency
• File format
To edit or delete the scheduled report, click the Edit Scheduled Report or Delete
Scheduled Report icons within the Manage column.
View Sent History

At the top of the Scheduled Reports Manager, there is an option to View Sent History.
Click this link to see a list of details about past reports that were sent including:
• Report Name
• Product

• Email/FTP
• Email To/From
• Email Subject/Notes
• FTP Host/Port/Username/Password/Path/Format
• Date
• Status
• Filename
• Subject

Exercise 15.1
Scheduling a Report for Delivery
Run a report and schedule it to be emailed to you regularly.
1. Click Reports then click Site Content > Pages Reports > Pages to run the
report.
2. Click the Calendar Tool in the upper-right and et a time frame of last week.
3. In the lower-left, click Run Report.
4. Click Send and then click Advanced Delivery Options.
5. Create a Custom Schedule:
›› In the Report File name drop-down, click Custom and in the empty field,
enter: Pages (and append your initials to this report title)
›› Set the format to PDF.
›› Send the report to two email addresses.
›› Click the Scheduling Options tab and select Schedule for later.
›› Set the report to be delivered weekly every Monday, starting next
Monday.
›› FIX the start date to the first of last month.
›› Set it to stop after 5 occurrences.
›› Click Schedule.
Exercise 15.2
Managing Scheduled Reports
1. Go to the Scheduled Reports Manager via Analytics > Components >
Scheduled Reports. You can modify or delete scheduled reports (Report
Options, Scheduling Options).
2. In the row that contains the report you scheduled for delivery, delete it by
clicking the red X in the Manage Column.
3. When the dialog box asks if you want to delete the report, click OK.

Publishing Lists
A publishing list is a compilation of email addresses for individuals to whom you would
like to send data. In other words, publishing lists enable you to create distribution
schedules rather than typing out the entire list of addresses each time you schedule a
report. You assign publishing lists to report suites first, and when you create a scheduled
report, dashboard, or other data distribution, you can send data to each email address
associated with each report suite listed. The data is sent on a per-report-suite basis.

For example, you are working in report suite A and create a Products report. You create
a scheduled distribution for the Products report, and then send it to publishing list 1.
When you created publishing list 1, you associated five email addresses with report
suite A and four email addresses with report suite B. When you send the Products
report, a Products report containing report suite A data goes to the five addresses
associated with report suite A, and a Products report containing report suite B data
goes to the four addresses associated with report suite B. This is true whether you are
working in report suite A or working in report suite B.
The Data Extract Tool
If prefer to receive a large and custom-formatted report, Site Catalyst has that option.
Reports & Analytics has a tool called “Data Extract” that allows you to customize the
amount of data and layout of your Reports & Analytics reports. To access the Data
Extract tool, in a report, click ...More > Extract Data in the toolbar.
This opens the Data Extract wizard.
SO WHAT CAN I DO WITH IT?

Data Extract gives you amazing reporting and excellent granularity. Use
it when you want to push a large “chunk” of Reports & Analytics data
into Excel, Access, or your own system for analysis. Besides sending the
data to an email address, you can send Data Extracts to your FTP server
on a recurring basis. Think of the cool possibilities!

Data Extract
Let’s you choose the
parameters you will view on
both the x-axis and y-axis of
Defining the Data Extract the report, as well as the item
Defining the Data Extract includes the following steps: by which the report is filtered.
Its only delivery option is CSV
1. Select the report. format.
2. Define the filter, x-axis, and y-axis.
Configure the report:
a. Set metrics.
b. Define items.
c. Set the date and the granularity.
d. If required, apply segments.

e. Create breakdowns if required.
f. Option to isolate certain days of the week.
3. Click Next.
4. For the Save/Send Details page, specify whether to add a bookmark, make
public, or change who you want to email the report to.
5. Click Send.
6. When the dialog box opens, indicating the report was sent successfully, click
OK.
Choose the Report

When you enter this dialog, the report you opened in Reports & Analytics is set in to
the report field. However, you can change it to a different report if you want to. This is
really the only tool that does not require you to be in the “right” report. You can click

into Data Extract from any report and configure an extract of any other report.
TIP: Do you need Also, if you are looking for paths reports like the Fallout Report or a Next Page Flow
to create extremely Report in this interface, you will not find them. Data extract does not include those
complex graphs that aren’t graphical paths reports. Data Extract includes most of the other reports in the interface;
available in Reports & however, a cool “Report Suite Totals” report replace all of the metric-based reports.
Analytics. Do you need
to perform advanced Define the Filter and Axes
calculations on a data set In the Reports & Analytics reports (in the interface), you do not really get to choose the
using operations other than layout of the report details; however, in Data Extract, you can assign dates, metrics, or
+, −, ×, ÷? Try using Data line items to either the x-axis, y-axis or filter, respectively.
Extract. Delivered as a CSV
file, you can use the power
of Excel to manipulate your
data.
Configure the Report

Next you can change any or all of the items in the axes to customize them to your
needs.
• Change or add metrics for your report.

• Change the date range to the one that you need. You can also set a date
granularity if you are creating a trended report. Additionally, you can restrict
your report to specific days of the week.
• Apply a segment or use the default “All Visits” segment. Create a breakdown
(break one report down by another) by clicking on one of the breakdown icons
to the left a report name.
• Limit the items (Pages in the example above) with a search filter, or limit to the
top n items (up to 50,000).
Set the Delivery of the Data Extract

This chapter has discussed the Email tool, which allows you to immediately send a
report or to schedule a recurring delivery of a report. The last step in the Data Extract
process is to click the Next button (from the definition interface) and decide how you
want the report delivered. The report is delivered as a comma-separated attachment
(CSV) to the email. You can then open the file in the text editing program of your
choice and review the report.
Maximum Rows Allowed per Report

For your reference, here is the a list of maximum rows allowed for each report.

Report Type Maximum Rows
Word 500 rows
Excel 500 rows
Adobe PDF 500 rows
HTML (delivery only) 500 rows
CSV 50,000 rows
Data Extract 50,000 rows (click on the Data Extract icon on the
toolbar to schedule reports in this format)
Note: Through Data Warehouse, which is not covered in this training, you can receive
reports with an unlimited number of line items of data. For more information on Data
Warehouse, please see Knowledge Base Answer ID 587 for more information.
Exercise 15.3
Define a Data Extract
Use the Data Extract to define a custom data report.
1. Run the Products (Reports > Products > Products > Products) report (y-axis).
2. Click ...More then Extract Data to open the Data Extract wizard.
3. Add the following metrics: Revenue, Units, and Product Views into the report
(x-axis).
4. In the Filter drop-down, select Date.
5. Click the Granularity link next to the Filter drop-down and set it to Daily,
setting the date to the last 30 days using the Select Preset drop-down.
6. Click OK.
7. Make sure the top 500 products are selected.
8. Using the ( ) symbol, break down products by the first 10 Campaign
Names.
9. In the Segment drop-down, select: Visits referred by Google
10. Do not submit the report. Call your instructor over so they can review your
work.

Story Problem 15.4
Bank Self-Service Transactions
1. Download the Banking Data Extract from: http://ats.adobe.com/
2. Under Training Practice, click Reports & Analytics User Training.
3. Click DOWNLOAD: Banking Data Extract and open in Excel. The workbook
combines two Data Extracts (two tabs) and contains graphs and some
additional data added by the analyst (in green).
Scenario
You work for Braganza Bank and Trust. The bank wants to reduce expenses by
incentivizing clients to use the internet banking site in lieu of visiting a bank branch.
Each bank branch visit by a client has an associated cost (working with the teller,

consulting with a loan manager, and so forth).
To see if the bank is really reducing costs through their web site, they decided to track
Self-Service Transactions through Reports & Analytics. For example, if a client opens
an Internet Money Market Account at the branch, it costs approximately $0.95 (from
the bank’s own research). The cost is eliminated if the client opens the account online.
Other costs savings:
• Account Summary (2¢)
• Account History (25¢)
• Download History (9¢)
• Set Up Automatic Transfer (75¢)
• Transfer Money (25¢)
• Foreign Exchange Purchase (35¢)
• Open Internet Money Market (95¢)
Last year, the bank saved on average approximately $0.65 per visit and approximately
$8,000 per week because of online Self-Service Transactions completed by clients.
Question
fter reviewing the Data Extract and additional graphs and cost savings data added by
A
an analyst (in green), can you tell how we’re doing versus last year? Is there room for
improvement? What would you recommend?
Automated Reporting Case Study
ING Australia Banks
Sydney, Australia
Challenge
“Our former reporting system required tedious manual manipulation of spreadsheet
and database information just to generate a report that contained limited
measurement data,” said Stuart Magrath, eBusiness Manager, Sales and Marketing at
ING Australia. “And even then, the time it took to turn around a report was
unacceptable to our needs.” Without real-time information, ING Australia couldn’t
take action on strategic initiatives in a timely manner.

Adobe Solution
As ING Australia began their engagement with Adobe, Magrath and his team started
to tackle several initiatives to drive maximum ROI from their Web site.
“Cutting down on the time our team spent generating reports was a big part of what
we wanted to achieve with [Adobe],” according to Magrath. “We were able to fully
automate our quarterly eBusiness report in the form of an easy-to-interpret
dashboard, freeing up our team to focus on proactive marketing initiatives, rather
than spending time crunching data.”
Results
Magrath and his team made large strides in improving organizational efficiency. “We
reduced report generation time by 80% the instant we automated our quarterly
business report—saving our analysts hours and hours of manual data mining,” he
said.

Chapter Sixteen
Reports & Analytics Dashboards

Overview
Earlier in this course you learned about dashboards and added several reportlets to a
dashboard. If you jumped ahead to this chapter and would like to see the introduction,
return to Chapter Five.
As a reminder of what dashboards are, a dashboard is a canvas where you can place
several “reportlets” (small reports). They allow you to take the reports and organize
and align them so you can review multiple sets of data at the same time. You can also
share this data with others in your organization within Reports & Analytics or create an
email schedule to send to others automatically.
Dashboard
The basic information in Chapter Five is not duplicated in this chapter. Chances are you The dashboard
already know how to create a new dashboard and place reportlet onto it. contains a collection of
thumbnail reports called
reportlets. You can customize
Objectives
your dashboard with your
• View the Dashboard in Reports & Analytics
choice of reportlets to give
• Add Custom Reportlets to the Dashboard you a quick overview of your
• Schedule a Dashboard for email delivery site’s performance.
• Dashboard Project
16-1
Adding Custom Reportlets
to a Dashboard
Up until now (to add a report to a dashboard), you first run and configured a full-sized
report you want to add to the dashboard. That is the way you add a “regular” reportlet
to the dashboard. In addition to all of the regular reportlets you can add, you can also
add “custom” reportlets to the dashboard. These custom reportlets are add-ons

specifically for the dashboard, which you cannot view elsewhere in Reports & Analytics.
Class Practice 16.1

Adding Custom Reportlets to the Dashboard
1. Follow along with your instructor as you learn how to add Custom Reportlets
to your Dashboard. The method to do so is described in detail in this section.
2. Open your dashboard (Reports > Dashboards > <Your Dashboard>).
3. Click Layout to open the layout page of your dashboard - this is where you
can edit it.
4. In the left panel in the blank field, enter Metric Gauge (which, as you type,
appears under the Add Content drop-down).
5. Add the Metric Gauge reportlet to your dashboard by clicking and dragging it
to an empty square on your dashboard’s canvas.
6. In the name field, where it says, “Metric Gauge,” place your cursor inside and
enter: Average Time Spent
7. Verify the correct Report Suite is set.
8. Verify the Segment is All Visits.
9. In the reportlet, click the Date link and in the Select Preset drop-down, select
Last 7 days.
10. Click Update.
11. Click the wrench icon in the upper-right and for the Metric drop-down, select
Average Time Spent on Site

12. For Show, select Dial to use the Dial gauge. (By default, it should be selected.)
13. Set the Color Range to: Red - Yellow - Green
14. Set Less Than to 2 and Greater Than to 4.
15. Click Update.
To add a custom reportlet, you must have a dashboard open. To open your
dashboard, go to View All Reports > Dashboards > Your Dashboard Name.
To modify your Dashboard and to add Custom Reportlets, click Layout on the
dashboard toolbar.
Chapter Sixteen: Reports & Analytics Dashboards 16-3

Under the Add Content section in the left-hand column, you’ll find both “User Content”
and “Data Content.” Drag a reportlet from one of those content sections onto one of
the sheets on your dashboard. In this first example, let’s use the “Metric Gauge” from
“Data Content.”

After you drop Data Content or User Content reportlet shells onto your dashboard, you
can immediately start modifying your reportlet.
For example, in the Metric Gauge reportlet, you can set the Name, Report Suite, Date
Range, Metric, Graph Type, Color Range, and Threshold.
Class Practice 16.2

Interpreting the Reportlet
1. How are we doing? If our goal is to have visitors visit for at least 4 minutes on
the site, have we accomplished that? (The threshold within gauge reports can
serve as a mini-target report.)
2. Is an average of 6.25 minutes of time spent on the site per visit good? Does
this report help us answer this question or should we view other reports?

Editing Reportlets
Once you save a Custom Reportlet to your dashboard, you can quickly edit it at any
time. To do so, click the Edit Layout button to enter edit mode. Mouse over the reportlet
that you want to edit and click the wrench icon in the upper-right.
When the reportlet is in edit mode, you can change the title of the reportlet, change its
Report Suite, change its Segment, change the Date Range or modify any of the Report-
Specific Options. Those will differ from reportlet to reportlet, but in the case of the
metric gauge (used throughout this section’s example), you can modify the Metric
used, the Graph Type, Color Range and Threshold.

Adding Pages
You can add pages by clicking Add Page above the Add Content section on the left-
hand column. When you add a page, you can choose from a 2x2 or 3x2 page format
(four to six reportlets per page, respectively). You can also switch Paper Types and
Orientation. Select from Landscape or Portrait orientation in either Letter or A4 size.
Removing Reportlets
You can remove reportlets from your dashboard through the Dashboard Contents
section on the left-hand column. Locate the reportlet by name and click “X” to remove
it.
Moving Reportlets and Arranging Dashboard Pages
Once you create and place your reportlets on your dashboard report, you may need to
reposition your reportlets for the sake of logic or aesthetics. To move a reportlet from
one part of the page to another, simply click and drag the reportlet. There must be an
open spot to place the reportlet in order to move it.
You can also move a reportlet from one page to another by using the same drag and
drop method. If you need to move a reportlet from a page that is on another page (for
example, you are on page 1 but the reportlet you want to move is on page 9), you can
use an alternate method to move the reportlet. Simply remove the reportlet from the
Dashboards Content section and add it again from the My Dashboards section. You
must find your Dashboard name and expand its contents in this section. You will have
access to all present reportlets, even those temporarily removed.

If you have more than one sheet in you dashboard, you can rearrange the pages by
entering Edit mode. To do this, make sure you click Layout. Once in Edit mode, locate

the arrows on the sheet’s top-left tab. You can click the arrows to either move the page
up or down or move the page to the very top or the bottom of the sheet stack.
Changing Dates and Segments
One of the coolest things you can do with dashboards is apply Date and Segment
changes to all of your reportlets simultaneously. Of course, each reportlet has its own
date and segment, but if you want to make a quick universal change (think of the
convenience!), you can change the segment from the Segmentation Tool from the top
of the Reports & Analytics interface. Unless you choose to save the report, this is just
temporary, so don’t ever worry about “harming” your dashboard.
You can make a universal change to the date by selecting the Calendar Tool above
your dashboard at the top-right.
Types of Custom Reportlets

We covered the options available to you in the Metric Gauge reportlet. Let’s now learn
about other very useful Custom Reportlets and how they can help make your
dashboard even better.
Metric Gauge Reportlets

Gauge reportlets show the performance of a specific metric or calculated metric
according to thresholds defined by you. You will have the option to select a Dial, Bar,
or Bulb visualization type, set the scale (thresholds) you want to use, and define other
report details. The gauge then presents the real numbers against your thresholds.
Dial and Bar gauges are especially useful when keeping track of conversion rates and
other ratios. The Bulb gauges can be very useful if certain report recipients wish to
receive a “health of the company” type report that simplifies your metrics into Good,
Acceptable/Caution and Bad (Green, Yellow and Red).

Text Reportlet
The Plain Text reportlet type allows you to put any kind of a text message into the
dashboard. This can be very helpful when you want to give report recipients
explanatory information or even your own contact information. You may use some
HTML tags in these reportlets as well. If text is located in an external file online, you
can indicate the URL of the file and it will automatically be pulled into your Reports &
Analytics Dashboard.
Image Reportlet
You can easily add a picture to your dashboard through the Image Reportlet. All you
need to do is specify the URL of the image you want to use. You can add an image of
your company logo or whatever you want to personalize your dashboard.
Company Summary Reportlet

If you have multiple report suites, a dashboard is a great way to see a summary across
those report suites, because you can add reportlets from any of your report suites.
Even better, you may choose to include a Company Summary Reportlet. Using a
landscape layout page, this reportlet type gives you a table with approximately 30
report suites listed and approximately seven metrics for each report suite.
Report Suite Summary Reportlets

This summary shows total metrics for the indicated period for a selected report suite.
You have the option to select the desired report suite, date or date range, and metrics
you would like to view (up to 15 metrics). You can also choose to view total metrics or
high/low dates and values.
RSS Reportlet
Do you have important content listed in an RSS Feed? Maybe your company provides
important news updates via RSS. If so, this is a very cool reportlet that can give your

r ss feeds dashboard valuable contextual information with live links. To use, simply indicate the
Really Simple URL of the RSS Feed and then adjust the size of the reportlet as needed.
Syndication (RSS) is a
way for a publisher to
offer updated news or
other web content to
consumers.

HTML Reportlet
The HTML Reportlet allows you to place a web page into your dashboard. The links
within the page, similar to the RSS Feed Reportlet, are also active. Could you include
your home page within your dashboard? Certainly, but only do so if it actually helps
your analysis. For example, it may be helpful if you need to see the current view of an
important page that frequently changes (like a media site) to give context to your
metrics. Let’s suppose that today a media site reports that “Humans have landed on
mars.” That will likely influence many page views and may be great contextual
information for the analyst that is looking at the dashboard wondering why page views
have spiked.
What might be another case in which you would use the HTML Reportlet? Let’s
suppose that you want news and information from your company, but it isn’t in RSS
format? Simply indicate the URL of the page and the HTML Reportlet can handle the
rest.
External Reportlet
If you have XML or CSV files sitting on one of your servers, you can take advantage of x ml
the Reports & Analytics graphing engine to visualize this content directly in a extensible markup
dashboard. Be sure to examine the Resources Section of this reportlet and view an language, a flexible
example of what the XML external report should look like for proper set up. text format used to
create structured
computer documents

Usage Summary Reportlets
The Usage Reportlets is usually only used by a Reports & Analytics Admin because it
displays data about Reports & Analytics user logins and Reports & Analytics usage
activity. You have the option to define the table title, select the date or date range, and
specify the usage data you want to view. You can select the top or bottom number of
Users, Reports Viewed, Report Suites Viewed, or Unique Users by Report Suite.
Exercise 16.3
Create Custom Reportlets
Within the Dashboard you created, add Custom Reportlet content.
1. Add one Data Content custom reportlet to your Dashboard.
2. Add one User Content custom reportlet to your Dashboard.

Managing Dashboards
Besides accessing your edit interface, other dashboard management functions include:
• Dashboard Landing Page (replaces the Site Overview page)

• Sharing dashboards (On Menu to subscribe, Copy Me to own)

• Pushing Dashboards to Users (Admins only)
• Copying and Editing Dashboards
• Scheduling dashboards for automated delivery
• Deleting and unsharing dashboards
Dashboard Landing Page

The beginning of Chapter Three of this manual discussed the Site Overview report.
You can replace this report using one of your own dashboards. How is this done? Let’s
talk about that now.
To set one of your dashboards as a replacement for your Site Overview report, access
the Dashboard Manager by clicking on View All Reports > Dashboards > Manage
Dashboards.
Clicking this option will open the Dashboard Manager. You will see all of your
dashboards listed in the top section, and any shared (public) dashboards in the bottom
section. Click on the edit icon (image of a sheet of paper with pencil) of the dashboard
you want to make your home page dashboard.

When you click on the edit button in the Manage column, a small pop-up window
appears.

Here you can click the checkbox to “Display this dashboard as Reports & Analytics
landing page.” You can also change the name of the dashboard here if you want. If you
are logged in as a Reports & Analytics Admin, you will also have the option to “Set as
landing page for all users.” This sets the dashboard as the home page dashboard for all
users. However, individual users may override the default with their own dashboard.
Sharing Dashboards
This is the same functionality discussed in the Bookmarks section except that in
bookmarks it is called, “Make Public.. In both cases you are offering your reports to
others who log in, and they can choose to place them in their interface.
To share the dashboard, simply click in the box in the Shared column for that dashboard,
at which time the box will display a checkmark and the dashboard will show up in the
bottom section, indicating that it is shared.
Users then have two choices to place the shared dashboard in their Reports & Analytics TIP: Do you have a
interface: customized dashboard
that you want to share with
1. On Menu — Selecting this option places the shared dashboard in your Reports all of your analysts? Don’t
& Analytics interface, but the dashboard still belongs to the owner. If they wait for them to copy your
change it, it will change for you too. This is a great option if you do want any dashboard. Use the “Push
updates the owner might make to the dashboard. Dashboards to Users” option
Copy Me — Selecting this option makes a copy of the dashboard that now and take care of it in one easy
belongs to you. The new dashboard is completely separate from the original, step.
so if the owner of the original changes theirs, it does NOT change your copy.
You now have control over the new copy to make any changes you want.
If you decide you no longer want to share a dashboard, click the checkbox again for
that dashboard in the Shared column. The checkmark will disappear, and the

dashboard will no longer appear in the Shared Dashboards section.
Pushing Dashboards to Users (Admins only)

Similar to pushing bookmarks to users, you can also push your dashboards to users if
you don’t wish to wait for users to Copy or place On Menu your dashboard. To do so,
you must be an administrator. First, make sure the dashboard in question is already
shared. Once you do that, the “Push to Users” icon will appear. Click on the icon.
Within the Push to Users dialog, select the users. Those users will see your dashboard
within their own shared folder without having opted in themselves.

Copying Dashboards
If you want to build off of a current dashboard, you can make a direct copy very quickly.
Within the Dashboard Management interface, click on the Copy Dashboard button in
the Manage column on the row of the dashboard in question. You will then see a copy
of the dashboard in your list.
Deleting Dashboards
As mentioned before, you can also delete dashboards that you created by clicking
Delete (the red X) in the Manage column. Before the dashboard is deleted, a dialog box
will appear asking you if you want to delete your dashboard. Be careful doing this!
Again, there is no “undo” for this once you delete it nor can Adobe Customer Care
resurrect your deleted dashboard either.

Scheduling Dashboards for Automatic Delivery
Scheduling dashboards for automatic email delivery is pretty much the same as it is for
single reports. When you are looking at the dashboard, you can click on the same
Email button in the toolbar, and you are presented with the same interface seen with
single reports. Again, you have advanced options for delivery as well, including the
ability to use FTP instead of email if you so desire.
In the Dashboard Manager, you can also click on the button under the Scheduled”column,
and it will take you straight into the advanced scheduling options.
Publishing Widget (Admins only)

Publishing Widgets allow you to place Reports & Analytics Dashboards and Bookmarks
on other Web pages. They are even more flexible than the regular Reports & Analytics
Widgets because they do not require users to sign in to view any data.
This is very useful if you want to place Reports & Analytics data on your Intranet site,
but do not want to require every employee to login to see the data. Despite this
awesome opportunity to spread Reports & Analytics data throughout your company,
remember this could also be potentially dangerous if you ever place a Publishing
Widget on a site that has unrestricted access. Use caution and be prudent.
To crate a Publishing Widget, go to Admin > Publishing Widgets.

There are three different code versions that you can download for a Publishing Widget.
With two of the three, you can modify the CSS to modify width, height and style
(default size and style shown above).

Code example:
<script type=”text/javascript” src=”https://pub.omniture.com/p/widget/

current/js/pub_widget.js?pub_id=814b499f7b485c7ba23ffc51428f0804&c
ss_class=adobe_widget_large”></script>
Exercise 16.4
Creating Dashboards for Geometrixx Clothiers
Scenario
You work for Geometrixx Clothiers (that’s why you look so fantastic!). Geometrixx is
a high-end department store that sells men’s, women’s and children’s clothing and
home and garden items.

• Maximize online sales of clothing, electronics and other consumer goods
• Maximize Return on Ad Spend for all marketing initiatives
• Increase visitor conversion and create a loyal customer base
• Ensure a pleasant browsing and purchasing experience for our customers

Project
1. The instructor will divide you into three groups.
2. Group 1: Create a Dashboard for the Analysts (the people that will make
optimization recommendations)
Group 2: Create a Dashboard for the Executives (those that approve deci-
sions and fund the Web Analytics group)
Group 3: Create a Dashboard for the IT group (anyone that needs to under-
stand the technological health of the site)
3. Share your Dashboard with your instructor so that he or she can project it
for the class.
4. Assign a spokesperson from your group to explain the structure of your
dashboard, why you added certain reportlets and how the KPIs within the
dashboard answer the Key Business Requirements and questions of the
report consumer.
Exercise 16.5
Removing Dashboards
1. Go to Reports > Dashboards > <Your Dashboard> and e-mail yourself a PDF
copy or send the HTML link (of the report in Reports & Analytics) to your
dashboard by clicking ...More then Send.
2. Fill out the necessary fields then click Send.
3. Remove all dashboards that you created during the training through the View
All Reports > Dashboards > Manage Dashboards.
4. Create new dashboards for your company as soon as you get back to the
office so you can start optimizing your site!

Appendix A
Answers to Select Exercises

NOTE: The solutions provided for story problems are not meant to be exhaustive nor
the recommended method for you to analyze your own data and optimize your site.
You, your class and your instructor may have given valid answers that differ from the
suggested solutions in this appendix.
CHAPTER 1: AN INTRODUCTION TO WEB ANALYTICS
Quiz 1.1
1. True or False: My organization has defined business objectives and Key Performance
Indicators.
a) True
b) False
We hope that you marked true. If not, it’s time to set some meetings and find out what
it is that you want visitors to do on your Web site. It’s time to set some goals and deter-
mine which metrics will best help you understand if you’re meeting your goals.
2. What is one of your Key Performance Indicators? (Short answer)

KPIs are the measurements that tell you if you’re meeting your goals. This might be
something such as a purchase on a retail site, a video view on a media site, a loan
application submission on a finance site, a white paper download or submission of
contact details on a lead generation site, and so forth.
3. How do I explain optimization to my boss? (It’s what I’m doing with R&A.) (Short
answer)
One possible explanation might be: Optimization with Reports & Analytics is the pro-
cess of continual improvement of your site or marketing. Through Reports & Analytics,
you can look for inefficiencies in your site and marketing (such as a checkout process
with a high fallout rate or a campaign with a very low Return on Ad Spend). Based on
these findings, you make recommendations, change your site or marketing and then
test to see if your recommendations are positively influencing conversion.
Quiz 1.3: Reporting
Scenario
A-1
ou’ve been working at the Horizon Mobile Telecom for the past six months. Under
Y
the direction of the executives, you run Reports & Analytics reports and build dash-
boards with information such as Page Views, Visits, Time Spent on Site, Revenue by
Product and Revenue by Campaign.
our best friend works in Marketing and is the one responsible for the company’s cam-
Y
paigns, but receives little feedback from executives and doesn’t have access to Reports
& Analytics campaign reports.
nother acquaintance is responsible for managing the Web site and seems to work
A
autonomously (the executives speak with this person infrequently and this person
doesn’t rely on Web site reporting).

Question
Would should you do in this situation?
Possible Solution
I n your current position, you play the role of an operator (instead of a strategist). You
run reports, send them to others and hope that someone else will analyze them.
he executives seem to be too busy to be able to provide any type of direction to the
T
online marketing group or the Web site group. This company has stopped at the sec-
ond step in the Web Analytics process (Step 2: Reporting). Without proceeding to the
Steps 3 and 4 (Analysis and Optimization), the data is practically captured in vain.
Your best bet is to learn the KBRs and KPIs of your company, look for inefficiencies in
the marketing or Web site manifest in the reporting and recommend solutions plainly
stating how they will benefit overall site conversion.
Quiz 1.4: A Manager’s Suggestions
Scenario
You are responsible for the management and optimization of your company’s Web
site. Your manager requests a meeting with you. Your manager suggests a change in
color scheme to the Web site favoring lots of orange and purple with a new navigation
look.
You personally dislike the suggestions, but you know that it’s better for you to agree
with your manager and keep your job.
Question
How can you protect the integrity of your Web site without provoking the wrath of
your boss?
Possible Solution
our manager’s suggestions may not be half bad (Step 5: Innovation). We just don’t
Y
know until we try them out; however, everyone in the company must be aware that
their suggestions will always be put up to the test of science (Step 4: Optimization).
A-2 Data Analysis with Reports and Analytics Training Student Workbook
evelop a testing culture at your company and the best ideas will always win. Poor
D
ideas that negatively affect conversion will be identified through objective tests. Even
powerful employees will rarely try to push through an idea that has been scientifically
proven to stifle Web site conversion.
Quiz 1.5: An Analyst’s Great Idea
Scenario
s the main analyst for the Web site of one of the largest automobile companies in the
A
world, you’re full of great ideas. During your analysis of one of the many processes on
this automobile Web site (a Lead Generation site), you notice that the “Build & Price”
module that potential buyers use when personalizing an automobile is in dire need of
improvements.

uring a meeting with an executive, you state that improvements to the module
D
would increase the number of Build & Price completions. The executive believes your
analysis, but doesn’t wish to fund the change.
Question
What could you have done as an analyst to have given your idea the best possible
chance to succeed?
Possible Solution
ommunicate your ideas in terms that executives can better understand. Monetize
C
user behavior on your Web site. If an improvement to the Build & Price module would
increase the number of Build & Price Completions, you should also determine how
much, on average, each of those completions is worth to your company (based on
eventual sales).
I nstead of stating that “the recommended improvements to the module will increase
Build & Price completions by 20%”, state that each Build & Price is worth approxi-
mately $107.00 and therefore a 20% increase in Build & Price completions will earn the
company an extra $2 million per month.
y explaining the monetary benefit of improving a process that may be costly, your
B
idea has a much better chance of succeeding (especially if it’s clear that it will pay for
itself).
CHAPTER 2: REPORTS & ANALYTICS BASICS
Quiz 2.1
1. What is a Report Suite? (Choose the best answer)
a) A data environment (Correct)
b) A set of analytics tools
c) Conversion metrics
d) A Web site
Appendix A Answers to Select Exercises A-3

2. Data is sent to an Adobe Data Collection Server by:
a) An Adobe master server
b) The visitor’s computer (Correct)
c) The Web server serving the page (your company)
d) A third-party certificate authority
3. True or False: In addition to metric-based reports, metrics also appear in line item
reports.
a) True (Correct)
b) False
CHAPTER 4: REPORTS & ANALYTICS METRICS

Quiz 4.1: How Many Visits?
Scenario 1
1. A visitor views her first page at 9:00 a.m.

2. Closes her browser and restarts her computer at 9:15 a.m.
3. Opens the same browser and views her second page on the site at 9:20 a.m.
How many visits so far today? 1
Scenario 2

2. Goes to the second page at 10:20 a.m.
3. Views his third page at 11:00 a.m.
Scenario 3
1. A visitor views her first page at 1:00 p.m.

2. Goes to the second page at 1:05 p.m.
3. Continues to view a different page every 5 minutes until 11:30 p.m.
Scenario 4

2. Refreshes this static first page at 8:05 a.m. to update stock quotes
3. Continues to refresh the same page every 20 minutes until 10:30 a.m.
Quiz 4.2
What are Conversion Events? (Short answer)
The thing that you want visitors to do on your site (purchase, sign up, submit an ap-
plication, and so forth.).
2. Page Views include:
a) Initial web page load (Correct)
b) Reloads (Correct)
c) Accessing a page via the back button (Correct)
3. Visits:
a) Can last up to 30 minutes
b) End when you close your browser
c) End when you turn off your computer
d) Time out after 30 minutes of inactivity (Correct)
Story Problem 4.5: Campaign Landing Page Bounce Rate

Scenario
Analyze the following report for the New Foundland Financial site. The Pages report
has been filtered to show campaign landing pages.
Question
Based on the information in this report, can you make any assumptions about what is
working and what isn’t? What kind of optimization would you suggest?
Possible Solution
Visitors seem to favor our educational landing pages versus landing pages that
immediately lead into a conversion process such as opening an account or applying
for a loan.
Perhaps we could offer some educational tools within the landing pages that start
off a conversion process. We should also look for any other differences in content or
aesthetics that may be driving away visitors.
Story Problem 4.8: Page Effectiveness

Maximize Newsletter Signups so that we can market to past and current clients

Total Newsletter Signups
Pages that lead to Newsletter Signups

1. Which atypical pages lead to Newsletter Signups on Geometrixx (run a Site

Content > Pages report and add the Newsletter Signups Participation metric)?
2. Class Discussion: What do you recommend be done to increase Newsletter
signups?
Possible Solutions
1. Atypical pages that lead to Newsletter Signups might be pages such as: Orders
Satisfaction Survey, Order Completion, the Women site section and Dresses
subsection, etc.
2. More prominent messaging could be placed on these pages to incentivize
signups. Messaging could be specific to certain sections such as “Sign Up to

find out when dresses are on sale!” in the Dresses subsection.
CHAPTER 5: VISITOR ACQUISITION
Story Problem 5.2: Natural Keywords Broken Down by Products
Scenario
You’ve acquired visitors to your retail site through the natural search term “glassware”;
however, you have no products that use that term on your site. You’ve broken down
the Search Keywords – Natural report by Products (breakdowns are covered in depth
later).
Question
Class Discussion: How could you use this information to optimize visitor acquisition
and conversion?
Possible Solution
First of all, we may consider purchasing the Paid Search keyword glassware if we
could get even more qualified traffic from it. We may even want to purchase Paid
Search keywords using the product names listed below such as “large vase” which
seems to be our biggest seller.
We could add the term “glassware” to some of our product names. We could also
make sure that if “glassware” is searched internally, that we serve up links to these
products since they’re the most likely to sell when one searches by “glassware.”
Quiz 5.6
1. True or False: Referrers are processed from the Referring Domains list.
a) True
b) False (Correct)
2. Scenario: A visitor clicks through a Google text ad to our retail site on Monday and
then leaves after 10 minutes. The visitor returns to our site on Wednesday by clicking
through one of our Display ads that we purchased on a popular news site. The visitor
purchases a $1000 laptop.
Using First-Touch or Original Value Allocation, which Marketing Channel would be

credited with the purchase if any?
a)Display Ad
b) Email Link
c) Twitter Social Link

d) Google Text Ad (Correct)
3. What is a Tracking Code and how is it used? (Short answer)

A unique identifier for a marketing creative such as a Text Ad, Display Ad, Email link or
Social Ad (such as a link on Facebook or Twitter).
Story Problem 5.8: Campaign Channels

Maximize revenue for each marketing dollar spent

Visits
Revenue
Orders
Average Order Value (Revenue / Orders)
Revenue per Visit (sometimes called Yield)
Orders per Visit (sometimes called Order Conversion)
3. Analyze the following Channel report (a classification report of grouped track-

ing codes) about this month’s data. You are responsible for ad spend alloca-
tion next month. Since Marketing Costs haven’t been integrated into this
report, use the available numbers to give your recommendations for next
month.

Possible Solution
Display conversion is exceptionally high, but AOV is low. Advertise pricier items or
work to upsell clients acquired through Display. Perhaps increase ad spend for this
high-converting channel. Visitors acquired through Affiliates spend a lot for each
purchase, but convert at the lowest rate. Examine landing pages and affiliate ad mes-
saging to see where the disconnect is. The right visitors are very valuable from here.
Are there other improvements that we could make?

CHAPTER 6: VISITOR IDENTIFICATION AND SEGMENTATION
Story Problem 6.4: Technology Reports

• Accommodate the technology choices of our customers so that they can register
for premium content on our media site
• Drive as many Page Views as possible to increase revenues for our ad-supported
media site

• Registrations
• Page Views
• Visits

1. Your boss thinks that your site may be outpacing the technology favored by
some of your users. Find out how your site design may be affecting conver-
sion and make recommendations for improvements.
Possible Solution
Registrations and Page Views per Visit (both conversions for our media site) are very
low for the 800 x 600 and 640 x 480 Monitor Resolutions. Our site may be hard to
read or navigate at these resolutions. Calls to register may be hard to see or out of the
view of these visitors (below the fold) . This group makes up about 35% of our site
visits. We should review how are site performs at these resolutions for these users.
Story Problem 6.6: The Intranet Knowledge Base

Scenario
You manage your company’s Knowledge Base writing and uploading articles, white
papers and other documents. Your users are segmented by Department so that you
can keep track of usage.
Question
Based on your Reports & Analytics reports for the intranet, where should you start to
optimize?
Possible Solution
The Sales team is taking up the majority of the resources of the Help Desk and HR.
Special KB content may need to be created for this group. A review of their inter-
nal search terms could help us understand what their needs are. This can be done
through a report breakdown (discussed later).
Story Problem 6.7: Income Level
Scenario
You’re about to market financial products to your users by income level. You plan on
sending each segment an email that contains offers targeting each segment’s needs.
Question
Class Discussion: How can you use the report below to better understand your clients
and optimize the email offers that you’ll send to them?

Possible Solution
The tool usage may be an indicator of future product needs. We certainly want to
continue to focus the majority of our retirement product ad spend on those mak-
ing in excess of 100k. Home loan marketing may be best received by those making
between 50K and 100K.

We may wish to test the waters with the 0k to 50k group and serve up internal ads to
these clients. We could possible even serve up a survey to find out why it is that they
don’t show much interest in these two helpful financial tools.
Quiz 6.8
1. How does Adobe identify visitor geographic location?
a) Browser Language Setting
b) User Agent String
c) IP Address (Correct)
d) Visitor ID Cookie
2. What does DMA mean in U.S. DMA?

a) Designated Marketing Area (Correct)
b) Digital Marketing Analysis
c) Direct Marketing Area
d) Dynamic Marketing Analysis
3. Describe what the “Visitor Profile>Domains” report shows. (Short answer)

It shows the domain of visitors to your site. For example, if an Adobe employee views
your site from work today, that employee’s domain, or “adobe.com”, would appear in
your domains report.
CHAPTER 7: VISITOR ACTIVITY AND CONTENT CONSUMPTION
Story Problem 7.3: Media Site Page Consumption

Maximize site Page Views for our ad-supported media site

Page Views
Visits
Content Velocity (Page Views Participation / Visits) – shows average pages viewed after
a specific page
Question
Based on the following report, what kind of content is working? How might you opti-
mize your site?

Possible Answer
All of the pages have an impressive number of Page Views. All of the content is con-
tributing very well to the whole site; however, the Sports Page and the Photo Blogs
page push readers to view an additional 11.5 to nearly 13 pages on the site.
If Content Velocity numbers reflect similar trends with other sports and photo pages,
we should look into creating more of this content to incentivize more Page Views per
Visit.
Story Problem 7.6: Examine Key Paths with the Fallout Report

Maximize profits by reducing any barriers to conversion in the checkout process for the
Geometrixx web site

Checkout Conversion Rate (at each step of the process)

1. Run a Fallout report for the following pages in the order listed. Select the
“Begin with All Site Visits” checkbox.
2. Is the Checkout Process working? Is there room for improvement? Examine the
reports and the Checkout Process pages (next slide) before giving your recom-
mendations. Use Next or Previous Page flow to gain insights into each step of
the Checkout Process.

1: Shopping Checkout
2: Shopping Shipping
4: Shopping Order Confirmation

3: Shopping Billing
Possible Solutions
1. Fallout increases at each step of the Checkout Process. A Next Page Flow
report from the “Shopping Billing” page reveals that many clients exit the
site, view company information, take surveys or return to the Home Page.
Fallout is normal, but the Next Page Flow pages may reveal visitor distrust
or possibly links and options in the Checkout Process that distract and devi-
ate visitors from conversion. Perhaps we need to reassure some customers
on this page that our site is secure before they share financial information.
2. The Shopping Shipping page requests a telephone number which some cus-
tomers, without proper reassurance about the site’s privacy policy, may not
wish to reveal.
3. The site navigation and search field is intact throughout the entire Checkout
Process. Perhaps some of the navigation and the search field should be
removed to avoid any buyer detours from the conversion path.
4. There is a Survey option on the Order Confirmation page that may be dis-
tracting visitors.
Note: Whatever you choose to do, everything must be tested to scientifically

validate your recommendations.
Quiz 7.8
1. True or False: The “Exit Links” report shows you if visitors on your site are going to
your competitors’ sites after visiting your site.
a) True
b) False (Correct)
2. Which report shows a graphical representation of where visitors go after viewing a

specific page?
a) Next Page Flow report (Correct)
b) Fallout report
c) Next Page report
d) Path Length report
3. What is the difference between Point-based Analysis and Direct Path Analysis?
(Short answer)
Direct Path Analysis shows exact page paths (A-B-C-D). Point-based Analysis shows

chronological paths between pages that serve as check points (A---B---C---D). With
Point-based Analysis, visitors can view other pages between “page checkpoints” (can
view pages F, G, and H between pages A and B) and still be counted as having com-
pleted the defined Point-based Analysis path (this is defined in the Fallout Report).
4. What is the purpose of the 5 Steps of Effective Path Analysis? (Short answer)
To optimize paths - increase conversion via a path. For example, decrease fallout and
increase applications submissions or purchases in a checkout process.
Story Problem 7.11: Retail Site Internal Search
Scenario
You manage the Geometrixx Web site and you’re now focusing on Internal Search.
Question
How can you use the following report to optimize your Web site?
Possible Solution
Modify search results to display similar items if there is no match for the query
entered by the visitor. Analyze the demand and profitability of the products to deter-
mine if the company should start selling these products.
Story Problem 7.12: Time Parting

• Understand visitor activity by time to optimize our ad-supported media site
• Incentivize visitors to view content and register to view premium content

• Page Views
• Visits
• Registrations

1. You work providing sage analysis to executives for a media site called
Entertainment Today. General content is updated on Mondays while film cri-
tiques and weekend entertainment/recreation stories are published on
Thursdays. Look at the Day of Week time parting report below and decide
how you can both market and optimize key content for release at times to
give exposure to the largest possible audience.

Possible Solution
Visitor engagement with content released on Thursdays is very high. Perhaps we
could send out a marketing email on Thursday mornings to registered users high-
lighting this content update. We could even advertise this content update (“See film
reviews”, “Plan your weekend”) to visitors on other high-traffic days such as Monday.
Registrations per Visit on Thursdays is also very high. Is it because we have excellent
premium content updates then? We can learn what kind of content drives so many
registrations on Thursdays (Page Effectiveness) and try to replicate this type of con-
tent on Mondays as well.
Quiz 7.13
1. Provide an example of a custom Visitor Activity report. (Short answer)
Examples: Internal Campaigns, Internal Search.
2. What is the definition of the “Video View” metric?

a) 100% of a video is viewed
b) An entire video segment is viewed
c) 95% of a video is viewed
d) A video is started (Correct)
3. What does “Exited Site” mean in the “Next Videos Flow” report? (Short answer)
It means that the visitor didn’t view any other videos during the visit after video “X”. It
doesn’t necessarily mean that the visitor immediately left the site after viewing video
“X”.
CHAPTER 8: VISITOR RETENTION AND GROWTH
Quiz 8.2
1. Select all reports that include first-time visitors.

a) Return Frequency
b) Daily Return Visits
c) Visit Number (Correct)
d) Return Visits
2. Scenario: Anne has purchased twice this month from our retail site. She has also
made three purchases in the past. How will Anne’s purchases (recorded as “Orders”) be
recorded for this month in the Customer Loyalty report?
a) “New Customers” and “Return Customers” are each credited with one Order
b) “Loyal Customers” is credited with two Orders (Correct)
c) “Loyal Customers” is credited with three Orders
d) “Return Customers” is credited with two Orders
3. Scenario: Bryan has purchased three times from our retail site this month. He has
never purchased in the past. How will Bryan’s purchases (recorded as “Orders”) be re-
corded for this month in the Customer Loyalty reports?
a) “New Customers” is credited with three Orders
b) “New Customers”, “Return Customers”, and “Loyal Customers” are each credited
with one Order (Correct)
c) “Return Customers” is credited with three Orders
d) “Loyal Customers” is credited with three Orders
Story Problem 8.3: Media Site Visitor Retention
Scenario
You work for a media site that wishes to create loyal content consumers.
Questions
By analyzing first-time and third-time visits (broken down by Site Section), we can see
what kind of browsing habits visitors develop. What would you recommend that the
site do to create loyal content consumers?

Possible Answer
First-time visitors seem to favor lighter content such as blogs and celebrity gossip
columns. By the third visit, even though there are less page views by these visitors,
they gravitate more towards news and sports. If we wish to keep these loyal readers,
we should continue to develop our news and sports site sections.
CHAPTER 9: UNDERSTANDING REPORTS & ANALYTICS GRAPHS
Story Problem 9.4: Email Product Advertisement
Scenario
I t’s time to choose your featured product for your monthly marketing email. You’d like
to select a product that converts at a high rate, but isn’t getting as much exposure as
you’d like on the site.
Question
Which product would you choose to highlight based on the graph? (To answer, select
one or more bubbles in the graph.)
Possible Solution
hese products require approximately 5 to 7 looks before a purchase is made. They
T
have a good look to buy ratio, but they get substantially less traffic than other products
(note the small bubbles at the top of the graph). One of these products may be a good
candidate to highlight since this group sells well, but are less visible on the site.
Products from this group are also responsible for a great deal of our current
revenues.
Story Problem 9.5: Stacked Graphs
Scenario
our colleague runs a report in Key Metrics report in Reports & Analytics with Page
Y
Views, Visits and Visitors. This colleague is having difficulty interpreting the Stacked
Area Graph in this report.
Question
Can you help with the interpretation?
Possible Solution
S tacked Graphs are generally used to better understand “sibling” metrics (e.g., Online
and Offline Revenue or Home and Car Loans, etc.). Summing Page Views, Visits and
Visitors may not have any practical application for most analysts.
Story Problem 9.6: Weekdays vs. Weekends
Scenario
e’ve trended our top 5 pages for the month by Page Views. One graph shows Page
W
View numbers, the other shows a Percentage of Page Views for the period. We know
that traffic dips on the weekends.

Question
For our top 5 pages, can we assume that user viewing habits differ on the weekends?

Possible Solution
Whether on weekends or weekdays, the Home Page makes up about 12% of daily
Page Views. The Women’s page makes up about 5% of site Page Views while the
other top pages each pull in about 3% of total Page Views. Viewer habits don’t seem
to change much on the weekends. The only change is a smaller audience.
CHAPTER 11: BREAKDOWNS
Story Problem 11.3: Breakdown Conversion Reports
Scenario
1. We’re trying to attract new customers to the site. We’re not sure which types
of campaigns are most attractive to new clients. Which two reports could you
break down to find out which Campaign Name produces the most Revenue
from New Customers?
Answer
Run the Visitor Retention > Sales Cycle > Custom Loyalty report and break down the
“New Customers” line item by Campaigns > Tracking Code > Campaign Name.
Story Problem 11.4: Hotel Bookings on our Travel Site
Scenario
You work for a hotel conglomerate that recently has been advertising its new luxury
hotel, the Empire Coliseum, to business travelers. These travelers have been targeted
through in-flight magazines and upsells through partnerships with airlines and rental car
companies.
Bookings for the hotel are lower than expected. Analyze the reports and a breakdown
report of Adults/Children and then give your recommendations for optimization.

Possible Solutions
he highest look-to-book ratio for the Empire Coliseum property comes from couples (2
T
adults). The business travelers (generally the 1Adult:0Children traveler), books at a very
low rate. It appears that despite being targeted, business travelers do not like this prop-
erty. We seem to do better with couples and families (vacationers).
We should do more research to find out why and perhaps change our marketing strate-
gy. We should also find out what it is about the hotel that is driving away business
travelers.

CHAPTER 12: SEGMENTATION
Exercise 12.1: Building a One-Time Big Purchase Visitor Segment

Using the Segment Definition Builder, create a segment that will include all data from
people who have made one purchase on your site of at least $500.
Answer
Note: You may have placed “Order” in your answer. It isn’t wrong to do so, but not nec-
essary since $500 of Revenue in one hit (one image request) shows a single purchase
of at least $500. “Order” and “Revenue” are coded on the same page (passed into
Adobe data servers through a single image request) in a variable called “s.products”.

Exercise 12.2: Building a One-Time Big Purchase Visit Segment
How would you change the segment to focus only on the visits where they placed
the $500 order instead of focusing on the type of people that place these orders?
Answer
Same note regarding “Order” from 12.1. “Revenue” is placed in a Hit container since
the question specifies a single order of $500. This segment would not include Visits
that made multiple orders (less common) totaling over $500. If you wished to see
both, place “Revenue” in the Visit container.
Exercise 12.3: Building a Visitor Purchase Segment

How would you change the segment to focus on people whose orders had totaled
$500 (as opposed to one big purchase)?
Answer
Note: Same note regarding “Order” from 12.1.
Story Problem 12.4:Understanding New Segments
Scenario
Your boss at Geometrixx Clothiers wants to know how a new segment of interest
responds to campaigns and products in comparison with All Visits on your site.
Your boss would like a break down report listing all Campaign Names by all
Products for the segment “Females from the United States” (demographic informa-
tion gathered through site surveys).
Question
How would your run this report?
Answer

Exercise 12.5: Site Sections
You’d like to create a Segment that allows you to analyze all Visitors that view the
“Beauty & Fragrance” site section and the “Jewelry & Accessories” site section.
Answer
Note: You can also place each Site Section segment in a separate Hit or Visit contain-
ers and get the same answer. What if you were to place both Site Section segments in
the same Hit container? You would have a total of zero in your segment (it is impos-
sible for two Site Sections to be passed in on the same Hit or image request – a visitor
cannot view two pages simultaneously). What if you were to place both Site Section
segments in the same Visit container? You would see all Visitors who had a Visit in
which they viewed pages from “Jewelry & Accessories” and “Beauty & Fragrance” in
the same Visit (a smaller segment).

Exercise 12.6: Pages
You’d like to create a Segment that allows you to analyze all Visits that first view the
“Mens:Apparel” page and then, in either order, both the “Wayfarer Sunglasses” page
and the “Metal-Frame Sunglasses” page within 15 page views of the “Mens:Apparel”

page.
Answer
Note: Use a Logic Group for your second container. Logic Groups are used with
“THEN” statements. The values in the Logic Group can occur in any order (e.g., in this
case, the two pages in this container can be viewed in any order).
Exercise 12.7: Fallout Report

Build a segment that shows all visits from the Campaign Name “Brand Email.” Build
a Fallout report:
Apply the new segment to the Fallout report. Based on Fallout percentages, is there a
significant difference between fallout for this segment and fallout for all visits?
Answer

Exercise 12.8: Two Visit Types
Build a Segment that shows either “Visits from people that have at least 10 visits to
the site” or “Visits from people that enter the site through Campaign Name ‘All Name
Brands on Sale’ and give us at least $100 of Revenue during the visit.”
Answer
Note: You can use the Event called “Visits” and state that it “is greater than or equal to
10” instead of using the Dimension “Visit Number.” In the case of Campaigns, we have
set both the “Campaign Name” and “Click-through” Event in the same hit, nested in
the Visit container below to make sure that we are recording a click-through of the
campaign in question and not a Campaign Name persisting from a previous Visit.
Revenue is placed in the Visit container below outside of the nested Hit container
since the “Click-through” and “Revenue” cannot occur at the same time (same Hit or
image request).

Exercise 12.9: Campaign for Two Age Groups
Build a segment that shows all Visitors that came in through our “Summer Sale”
campaign, and are either “18-24” or “30-39”.
Answer
Exercise 12.10: Purchase Visits

Create a segment that shows all visits with a purchase as long as they didn’t view at
least one of the following pages:
“Leather Business Card Holder”
“Icey Eye Cream”
Answer
Note: Use the “Exclude” container. “Does not Equal” is not the same. If someone were
to view both pages during a Visit, the “Does not Equal” would simply ask the ques-
tion “Is there a Page value that does not equal ‘Leather Business Card Holder’ for this
visit?” (“Yes, ‘Icey Eye Cream’ ”). “Or is there a Page value that does not equal ‘Icey Eye
Cream’ for this visit?” (“Yes, ‘Leather Business Card Holder’ ”). In such a case, the Visit
would be included when you meant to exclude it.
Exercise 12.11: Nested Visitor Container in Visit Container
Users register their home country when they sign up on our site. In this example,
the country name is not recorded again in subsequent visits on this site. What is the
meaning of the following segment that contains a Visitor Container nested in a Visit
Container?
Answer
The nested Visitor container creates a segment of all Visitors from either Germany or
Japan. The segmentation tool then computes the “Germany/Japan Visitors” segment
by the parent segment which is Visits that with an Order resulting in the Visits of
those from those two countries who also ordered. Why would using a Visit container
instead of Visitor for our Country segment result in a difference? The answer is that
the visitor’s country may have been recorded on a different Visit than the Visit on
which an Order was placed. This site only records the home country on the visitor’s
first visit during registration.(It’s important to understand your implementation.)
Exercise 12.12: Conversion and Demographics

We’d like to see everything about 40- to 49-year-old women that have registered,
ordered and signed up for a newsletter. These conversions could occur on one visit
or between multiple visits.
Answer

Exercise 12.13: One Last Segment
Create a segment that shows all people that have purchased, registered, and signed
up for a newsletter as long as they’re not from the GeoSegment region of “California.”
The Purchase event must have occurred no more than 30 days after the Registration
and Newsletter Signup. Either the Registration or Newsletter Signup can be the first
event to have occurred.
Answer
Note: “Region” and “Order” can be placed in either a Hit or Logic Group container.
What would happen if you were to use the Visit container? In the case of Regions,
the Visit container wouldn’t exclude Visits from Visitors who also had Visits from dif-
ferent Regions. In the case of Orders, the Visit container would not include Visits that
do not contain an Order.

CHAPTER 15: DISTRIBUTING REPORTS
Exercise 15.3: Define a Data Extract

Use the Data Extract to define a custom data report.
1. Run the Products report (y-axis).
2. Click the Data Extract button to open the dialog.
3. Place the metrics Revenue, Units and Product Views into the report (x-axis).
4. The filter should be Date.
5. Set the date granularity to Daily, setting the date to the last 30 days.
6. Make sure that the top 500 products are selected.
7. Using the ( ) symbol, break down products by the first 10 Campaign
Names.
8. Segment by “Visits referred by Google.”

9. Don’t submit the report. Call your instructor over so that he or she can pass
off your work.
Solution

Story Problem 15.4: Bank Self-Service Transactions
1. Download the Banking Data Extract from http://ats.adobe.com/

2. Under Training Practice, click “Reports & Analytics User Training.”
3. Click the button “DOWNLOAD: Banking Data Extract” and open in Excel.
4. The workbook combines two Data Extracts (two tabs) and contains graphs
and some additional data added by the analyst (in green).
Scenario
You work for Braganza Bank and Trust. The bank wishes to reduce expenses by incen-
tivizing clients to use the internet banking site in lieu of visiting a bank branch. Each
bank branch visit by a client has an associated cost (working with the teller, consulting
with a loan manager, etc.).
To see if the bank is really reducing costs through their web site, they’ve decided to
track Self-Service Transactions through Reports & Analytics. For example, if a client
opens an Internet Money Market Account at the branch, it costs approximately $0.95
(from the bank’s own research). The cost is eliminated if the client opens the account
online. Other costs savings:
• Account Summary (2¢)
• Account History (25¢)
• Download History (9¢)
• Set Up Automatic Transfer (75¢)
• Transfer Money (25¢)
• Foreign Exchange Purchase (35¢)
• Open Internet Money Market (95¢)
Last year, the bank saved on average approximately $0.65 per visit and approximately
$8,000 per week because of online Self-Service Transactions completed by clients.
Question
fter reviewing the Data Extract and additional graphs and cost savings data added by
A
an analyst (in green), can you tell how we’re doing versus last year? Is there room for
improvement? What would you recommend?
Possible Solutions
It looks like we’re saving over $15,000 a week currently which certainly beats out the
$8,000 of savings per week from last year. Cost savings per visit is around $0.36 this
year versus $0.65 last year. That must mean that most of our success is due to increas-

ing traffic to our banking site.
We’re fortunate to have more traffic; however, we should still work to increase Self-
Service Transactions per Visit. We should research and find out which types of Self-
Service Transactions helped us reach $0.65 of cost savings per visit last year and work
to advertise those Self-Service options to our visitors.
CHAPTER 16: REPORTS & ANALYTICS DASHBOARDS
Exercise 16.2: Interpreting the Reportlet
Questions
1. How are we doing? If our goal is to have visitors visit for at least 4 min-
utes on the site, have we accomplished that? (The threshold within gauge
reports can serve as a mini-target report.)
2. Is an average of 6.25 minutes of time spent on the site per visit good? Does
this report help us answer this question or should we view other reports?
Possible Solutions
1. We’re accomplishing this goal.

2. What is “good” depends on what our goal is for the site. What does it mean to
us if people spend a lot of time on the site? Does this translate to branding or
engagement for our Lead Generation or Retail sites (the promise of future con-
version)? Do we care more about Page Views than Time Spent on Site for our
Media site? Does a lot of time spent on a Search Engine site mean that people
love the site or just aren’t finding what they need? Perhaps a trended report
could best answer whether “6.25 minutes is good or not.” Trended reports
show the history of the metric.
CHAPTER 17: ANALYSIS WORKSPACE
Exercise 17.4: Practicing Breakdowns

1. At the top-right corner of the Freeform Panel, click “Clear All” to clear your

Freeform Table
2. Answer the following question using dimensions and metrics:
Find the top “Campaign Name” by “Revenue” and then find the top “Product” by
“Revenue” from that “Campaign Name.” After you’ve found the top revenue-pro-
ducing Product in the top Campaign Name, find out from which city
(Geosegment “Cities”) visitors visit for the Campaign Name and Product in
question.
3. Click “Save Project”
Answer
Index
Student Workbook Index

Index site-wide calculated metrics 10-10
calendar events 13-8–13-10
campaign reports 5-7
classifications 5-9
A community menu 3-15
adding metrics to reports 3-10 comparing segments 12-6
admin menu 3-15 conversion breakdowns 11-2
adobe blog 3-19 conversion events 1-13, 4-17
adobe clientcare 3-19 conversion funnel 10-3
adobe marketing cloud header 3-5–3-6 conversion metrics 4-17
adobe marketing cloud menu 3-13 conversion metric types 4-5
advanced filter 3-8 copying graphs 15-2
age groups custom report 6-8 current data 4-6
alerts 13-12–13-14 customer loyalty report 8-7
analyst’s role 1-4 custom reports 3-12, 3-13, 14-10
average time spent per page 4-11 custom segments
adding a new segment 12-7
B building custom segments 12-7
component library 12-11
blogs 3-19
deleting custom segments 12-12
bookmarks 14-6–14-10
editing segments 12-11
mobile device report access 14-11
excluding new segments 12-9
bounce rate 4-16
global segments 12-10
bounces metric 4-15
“or” statements between containers 12-9
breakdown availability 11-5
segment definition builder 12-8
bubble definitions for standard metrics 3-19
bubble graph 9-16 D
C daily return visits report 8-4
daily unique visitors 4-11
calculated metrics 4-18, 10-2–10-16
dashboard and bookmark access 3-5
calculated metric types 10-2
examples of conversion calculated metrics dashboards 5-15–5-18, 16-1–16-24
10-13–10-14 adding a reportlet to a dashboard page 5-17
examples of traffic calculated metrics 10-12 adding custom reportlets 16-2–16-4
Student Workbook Index Index-1

adding pages 16-5 filter 3-8
arranging pages 16-6 first-touch allocation 5-10
changing dates 16-8
G
changing segments 16-8
company summary reportlets 16-10 geosegmentation reports 6-3–6-4
copying dashboards 16-17 country, region, city, us dma, us states 6-4
creating a reportlet from a full-size report 5-16 global segments 12-10
deleting dashboards 16-18 graph selector 3-10
editing reportlets 16-5 graphs in ranked reports 9-13–9-14
external data reportlets 16-12 graph types in sitecatalyst 9-4–9-5
html reportlets 16-11
image reportlets 16-10
H
introduction to dashboards 5-15

help home page 3-16
managing dashboards 16-14 help menu 3-16–3-20
metric gauge reportlets 16-8 hierarchies report 7-8
mobile device report access 14-11 hourly unique visitors 4-11
moving reportlets 16-6 how sitecatalyst collects data 2-2
pushing to other users 16-16
removing reportlets 16-6 I
report suite summary reportlets 16-10 internal campaigns report 7-40
rss reportlets 16-11 internal search terms report 7-39
scheduling options 16-18 introduction to dashboards 5-15
setting a landing page 16-14–16-15 item-based reports 4-5
sharing dashboards 16-15 item-based segmentation 12-3
text reportlets 16-9
usage summary reportlets 16-13 K
data extract tool 15-12 kbr by business vertical 1-15
default metrics 3-11 key business requirements 1-10–1-12
defining the conversion path 7-23 key metrics report 4-19
digital signature 15-6 key performance indicators 1-10–1-12
direct path analysis 7-24 knowledge base 3-17
downloading reports 14-4–14-5 kpi by business vertical 1-15
downloads report 7-9
L
E
last-touch allocation 5-10
emailing reports 15-3–15-9 line item breakdowns 11-3
enterpriseTV 3-18 linking to reports 15-3
entries metric 4-14 link web analytics community 3-19
entry pages report 7-32 logging into sitecatalyst 2-8
exit links report 7-9
exit pages report 7-33 M
exits metric 4-14 marketing channels reports 5-9
F metric-based reports 4-5
mobile analytics reports 7-13–7-17
fallout report 7-25–7-27 mobile device report access 14-11
favorites menu 3-14 monetizing behavior 1-5
Index-2 Adobe® SiteCatalyst® User Training Student Workbook

monthly unique visitors 4-11 report configuration 3-9
report date 3-9
N
report details 3-10
new vs. repeat visitors custom report 8-9 report graph 3-10
next page flow reports 7-20 report level breakdowns 11-4
next page report 7-21 reports
notices menu 3-16 bookmarks 14-6–14-10
breakdowns 11-2–11-6
O
copying graphs 15-2
original referring domains report 5-5 custom reports 14-10
downloading 14-4–14-5
P
emailing and automating reports for delivery 15-3
printing reports 15-2

page-based segmentation 12-2
page container segmentation example 12-5 row limitations per type 15-14
pages report 7-4 report settings 3-14
page summary report 7-31 report structure 3-7
page view metric 4-8 report suites 2-6
participation metrics 4-20–4-21 report suite selector tool 3-5
path length report 7-31 return frequency report 8-3
pie chart 9-14 return visits report 8-4
point-based path analysis 7-24 role of the analyst 1-4
predefined segments 12-6 running reports 3-7
previous page reports 7-22
S
printing reports 15-2
process of using web analytics 1-8–1-19 scatter plot 9-15
step 1: define and measure kpi 1-9 scheduled reports manager 15-9
step 2: report 1-16 sent history 15-9
step 3: analyze 1-17 searchable report navigation 3-12
step 4: optimize 1-18 search engines reports 5-2
step 5: innovate 1-19 search keywords reports 5-3
product classification reports 7-37 segment selector tool 3-6
product documentation 3-17 servers report 7-7
product reports 7-36 setting default metrics per report 3-11
products conversion funnel 7-37 single access metric 4-15
publishing lists 15-11 single page visits report 7-33
publishing widgets 16-19 sitecatalyst data collection 2-2
purpose of web analytics 1-4–1-5 sitecatalyst report structure 3-7
sitecatalyst widgets 16-18
Q
site overview report 3-2–3-4
quarterly unique visitors 4-11 site sections report 7-7
stacked graphs 9-11–9-12
R success events 1-13, 4-17
referrers report 5-5 suite search 3-6
referrer type report 5-6
T
referring domains report 5-5
reloads metric 4-15 targets 13-2–13-6

technology reports 6-5
the link 3-19
time spent per visit 4-10
tool bar 3-5
tracking codes 5-7
traffic breakdowns 11-2
traffic metric types 4-5
trended graphs 9-6–9-10
twitter, adobe marketing clientcare 3-19
U
unique customer reports 8-6

unique visitor 4-11
user and company info 3-5
V
visit-based segmentation 12-2
visit container segmentation example 12-5
visit metric 4-9
visit numer report 8-5
visitor-based segmentation 12-3
visitor container segmentation example 12-5
W
weekly unique visitors 4-11
widgets
publishing widgets 16-19
sitecatalyst widgets 16-18
Y
yearly unique visitors 4-11



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Adobe Analytics

Data Analysis with Reports & Analytics

Adobe Analytics: Data Analysis with Reports & Analytics

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All other trademarks are the property of their respective owners.

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The Process of Using Web Analytics 1-8

CHAPTER TWO Reports & Analytics Basics 2-1

Table of Contents iii

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Reports & Analytics Metrics 4-3

CHAPTER FIVE Visitor Acquisition 5-1

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Campaigns Reports 5-8

Custom Traffic and Conversion Reports 5-12

Introduction to Dashboards 5-15

CHAPTER SIX Visitor Identification and Segmentation 6-1

Mobile Analytics 7-11

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Path Analysis and Reporting 7-17

Product Reports 7-32

Video Reports 7-36

Custom Traffic and Conversion Reports 7-39

CHAPTER EIGHT Visitor Retention and Growth 8-1

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Sales Cycle Reports 8-6

Custom Traffic and Conversion Reports 8-10

CHAPTER TEN Calculated Metrics 10-1

Table of Contents vii

Creating a Calculated Metric 10-4

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CHAPTER ELEVEN Report Breakdowns 11-1

CHAPTER TWELVE Segmentation 12-1

CHAPTER THIRTEEN Adding Context to Your Reports Using Targets,

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Calendar Events 13-7

CHAPTER FOURTEEN Report Retrieval and Distribution 14-1

Bookmarking Reports 14-6

CHAPTER FIFTEEN Distributing Reports 15-1

CHAPTER SIXTEEN Reports & Analytics Dashboards 16-1

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Managing Dashboards 16-14

CHAPTER SEVENTEEN Analysis Workspace 17-1

x Data Analysis with Reports and Analytics Training Student Workbook