Dashboard: Site Analytics & Attribution

The Site Analytics and Attribution Dashboard contains visualizations showing standard site metrics and channel-level conversion rates.

Key Topics

Dashboard Description

This dashboard summarizes the activity on your site and key metrics such as traffic and conversion rate by user type, device type, and channel. Use this as a resource to see how your site is performing over different time periods and with different customers.  Analysis of this dashboard can help answer the following questions:

  • Is conversion rate significantly different between new customers and returning customers, or between mobile / desktop / tablet visitors?
  • Is bounce rate increasing or decreasing over time?
  • Are visitors coming from specific channels showing higher or lower conversion rates?

This dashboard is broken down into four sections:

Common Metrics: Site Traffic


These tiles provide details on your sessions and conversion rates. We provide conversion details for each device type, and compare your first time visitors (according to Google cookies) to returning visitors as well as mobile visitors vs desktop visitors.

WHY SESSIONS AND NOT USERS?

Google Analytics provides you with both sessions (the unique number of visits to your site) as well as users (the unique number of individuals that visit your site).  If someone visits your site once / day every day for a week, the site metrics for that week will show seven sessions but one user.

However, if you look at the individual results by day, you will see one session each day and one user each day.  Why is that?  Because GA is counting unique sessions and users over whatever time period you are looking at.  So if you look at these metrics by day and then sum them up, you still show seven total sessions but you now show seven total users, which is obviously misleading.

When calculating conversion rates we calculate orders / sessions for this very reason.  User counts will change depending on what timeframe you use or which dimensions you slice it by whereas sessions is consistent across different dimensions.

Channel Level Metrics


How did customers find you? This section breaks down how your visitors ended up on your site and their conversion rate once they register as a session. Site traffic is categorized using your specific business rules set up in Channel Mapping. Daasity's Channel Attribution ensures the most accurate channel classifications based on UTM codes, discount codes and influencer rules. 

HOW CAN YOU USE CHANNEL LEVEL INFORMATION?

Channel-level conversion information should be used in conjunction with the Marketing dashboard and the LTV dashboard to understand how effective each channel is at acquiring the right types of customers.  Proper analysis of these dashboards can help you set CPO thresholds, allocate spend properly between vendors, and grow faster AND more efficiently through well designed marketing campaigns.  A good start for analysis looks something like this:

  • Use the LTV dashboard to determine which channels / vendors are acquiring customers with the highest LTV.  
  • Use the Marketing dashboard to determine current and trending ROAS / CPO for each channel / vendor.  Your LTV values for each channel / vendor can help you determine if you are spending too much / too little in each channel / vendor.  Consider the following example:
    Facebook CPA (cost per acquisition, also called CAC): $75
    Google CPA: $50
    Facebook 24 month LTV: $100
    Google 24 month LTV: $50
    In this example it may make sense to move some of your spend from Google into Facebook as the customers you acquire through Facebook are more profitable than the customers you acquire through Google.
  • Where does conversion rate come in to play?  Well if you are looking for ways to improve the CPA figures for a specific channel, getting customers to convert at a higher rate is a great place to start.  Small increases in conversion rates can yield huge gains in efficiencies in a vendor / channel.  Start with the channels that have high spend and low conversion rates.  Are customers coming through those channels landing on good looking landing pages?  Are the landing pages showing them the relevant products / pricing?  Does the checkout process look any different for different channels?
  • Keep in mind that low funnel channels like Branded Search, SMS and Email will naturally have higher conversion rates than channels that serve as more of an introducer of your brand like Display and Paid Social. 

 

Sessions By New vs Returning Users and By Device Type

These two visualizations give you a quick view into the distribution of your site traffic among new vs returning users and mobile vs desktop vs tablet.  Note that the date ranges and date types (daily, weekly, monthly) can be changed using the filters at the top of the dashboard.

Bounce Rate Metrics

It is important to monitor bounce rate to catch any big spikes in bounce rate that might indicate something broken on your site, advertisements pushing customers to a broken landing page, or simply not having GA installed correctly somewhere on your site.

HOW BOUNCE RATE IS MEASURED:

Bounce rate is calculated as total bounces divided by total sessions.  A "bounce" is defined by Google Analytics as a "single-page session".  So if a user comes to your site, looks at a single page and then leaves, that is considered a bounce.

Note that a session is reset after 30 minutes of non-use.  So if a user opens up your site in a tab and doesn't leave the first page they are on, then leaves that tab for more than 30 minutes, their session is reset.  If they come back to that tab and begin browsing again and visit other pages, that will be recorded as two distinct sessions, and the first session will be a bounce.

Requirements

You must have a Google Analytics integration to have the Site Analytics dashboard.  In addition, channel-level metrics depend on the data in the Channel Mapping BSD; if that is not filled out then the channel level visualizations may be misleading.

Reports

Sessions

Conversion Rate

CVR of New Visitors

CVR of Returning Visitors

Bounce Rate

Avg Mobile Conversion

Avg Desktop Conversion

New vs Returning Sessions

Sessions by Device Type

Sessions YoY

Sessions by Modified Last Click Channel

Modified Last Click CVR by Channel

Sessions by New vs Returning Visitors

Sessions by Device Type

Sessions and Bounce Rate

Sessions by Device Type

Related Resources

 

 

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