Conversion and attribution reports

To move from data to insights, you need to gather data about user behavior, define the conversion, then track the progress of conversion rates. Sitefinity Insight provides you with comprehensive conversion reports, allows you to derive meaningful conclusions about user activity, and gives you insights for improving conversion rates.

Conversion reports 

To see all conversion reports, navigate to Conversion tracking and click the conversion report you want to see in detail. Conversion reports summarize the interactions that your visitors have on your website and specific touchpoints you track or define. Most importantly, you can observe the current progress of conversion rates. You can see how many visitors and contacts completed the conversion event in the conversion window and you can compare the current with the historical average rates.

To see a summary of the conversion definition, on the top of the screen, click More options menu (More options) » View definition. You can do the following:

  • View the conversion events
  • View the tracked segment and the size of the window
  • Delete the conversion or edit its definition
  • View the user who defined or modified the definition

The most important conversion metrics in the report are the conversion rate and the number of unique conversions. For more information, see Visitors and conversions.

Conversions by persona

In this report you see all personas in the data center who have at least one attribution to any conversion. In other words, all personas that converted at least once in the selected time range. You can use this report to compare the personas’ conversion rate.

NOTE: This report does not support custom time range. If you select custom time range, it displays information about the last 30 days.

The report consists of two tabs: Total and Daily.

Total conversions

On the Total tab, for each persona, you see the following information:

  • The total and the unique number of conversions.
  • The number of visitors that provided their emails and, thus, became contacts.

By default, you see the top three personas ordered by Total conversions. If there are more than three personas, and you want to see all the personas that have at least one conversion, click All personas.
For more information about total vs unique conversions, see Visitors and conversions.
To view or change the full definition of a persona, click its name. 
The Persona page opens.

Daily conversions

On the Daily tab, you see the unique conversions for the selected personas for each day. 
By default, you see the top three performing personas. To change the personas displayed in the chart, clickChange(Change).
In the Show personas dialog that appears, select the personas that you want to be displayed in the chart.

NOTE: This dialog does not display personas who have no conversions for the selected time range.

Auto-discovered and tracked touchpoints

The Top attributing touchpoints report gives you an overview of tracked and auto-discovered touchpoints and their attribution to the specific conversion. For more information, see Track touchpoints and measure attributions.

You can:

  • Start tracking auto-discovered touchpoints
    You will start getting day to day reports on touchpoint statistics about attribution to this conversion. For more information, see Touchpoint reports.
  • Stop tracking a touchpoint

    IMPORTANT: Once you stop tracking a touchpoint, Sitefinity Insight deletes this touchpoint along with all reports for this touchpoint and its attribution data. Do not stop tracking a touchpoint if you need this information.

  • Sort touchpoints by unique conversions or by attribution
    For more information, see Attribution by touchpoints.
  • See a list of all touchpoints with attribution to this conversion

Depending on what other marketing metrics, campaigns, or elements you have defined, you can see several other reports, for example Top recommendations or Latest campaigns. For more information, see Campaigns: Optimize the customer journey.

Touchpoint reports

To see a list of all touchpoints, open the Touchpoints tab page. To see a detailed report, click a touchpoint.

To access the actions available for a touchpoint, in the detailed touchpoint view, click the Actions ("") menu. Using this menu, you can:

  • View definition
    You can see the touchpoint definition. This is the interaction that you are tracking with this touchpoint.
  • Edit touchpoint
    You can edit the name or the condition for hitting the touchpoint.
  • Stop tracking
    You stop tracking this touchpoint.

    IMPORTANT: Once you stop tracking a touchpoint, Sitefinity Insight deletes this touchpoint along with all reports for this touchpoint and its attribution data. Do not stop tracking a touchpoint if you need this information.

Visitors and hits

The touchpoint chart report provides statistics about touchpoint hits, based on the period you have selected and on the granularity you require. You can also see the calculated change in hits compared to the previous time period. You can also see the change in hits, compared to the previous period.

You can see statistics for:

  • Total hits
    Represents all hits for this touchpoint since it was defined, regardless of whether the visitors hit the touchpoint one or more times.
  • Unique hits
    Represents the number of unique visitors that hit the touchpoint.

    NOTE: You can merge website visitors into one contact. For more information, see Contacts.

  • Contacts with hits
    Represents the number of contacts that have hit this touchpoint.

EXAMPLE: You have defined a touchpoint for downloading a whitepaper. Visitor A and Visitor B hit the touchpoint. The total hits are 2. However, Visitor A and Visitor B are merged in one Contact, because they are the same person who is downloading the whitepaper from two different locations. Therefore, the unique hits equal to 1.

Daily hits for a selected period

You use the Daily hits charts to evaluate the unique and the total daily hits for the selected period. To see the exact number of hits per day hover over the chart.

Attribution to conversions

You also see the Attribution to conversion summary. For more information, see Attribution by conversions.

 

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