Previously, I’ve explored advanced tracking functionality and implementation topic for Adobe Analytics
In this post, I’m going to be taking it back to basics about and covering what Adobe Analytics, as a web analytics tool, can do. We’ll be looking at 5 of the basic features of Adobe Analytics, so you can understand what makes them useful in the analytics and reporting tool arena.
- Pages Report
It’s vital to know what content on your site is being consumed the most, and what the user engagement on those pages is.
Inside the “Pages report” you’ll see a full breakdown of the most and least popular pages of your website. You can attach almost every kind of metric to them, from audience metrics (pageviews, visits, unique visitors) to engagement metrics (Bounce Rate, Exit Rate, Average Time Spent ), but also “success events” too. For example, through “success events” on the Pages report you can find out the contribution of a particular page to a “conversion” event on your site. You can then also choose to filter the report view with defined text rules and logic to show specific pages.
- Hierarchy Reports or Pages Group reporting
When your goal is to report on a group of pages or in one particular site section, the Hierarchy report will become your new best friend. When implemented correctly, your whole data structure will be organised in one expanding tree, in which each branch represents a section of your navigation.
Reporting on a group of pages is very powerful; it allows you to measure the total engagement of users within interest areas of your site. You can compare your site sections between them and also, inside each group, you can understand which “sub-menu” is more visited. Visits within a hierarchy group are “deduped”, meaning a user who visits more than one page inside a “defined” group (site section or sub-menu) is counted only once, as a single visit throughout this whole conceptual space of pages. The same user in a summed Page report is counted as the sum of visits to each of the pages belonging to the same group, therefore is “wrongly” counted more than once even though it’s the same user navigating within the same group of pages.
- Fall Out and Path Finder
Fall Out and Path Finder reports are the key to determining specific user journeys on your site. The Fall Out report will show you a funnel of visits for a pre-specified sequence of pages. This will help you answer questions such as:
o How many users reach the end of your defined journey (e.g. Purchase)?
o Which step of your funnel is representing the bottleneck to reach one particular page?
o Can I prove after the homepage, a visitor of my site used to the search bar?
The Path Finder report is useful when you don’t have a defined path to study, but instead you want to discover how users navigate to allow you to dissect the most common journey patterns. You can choose among different pattern analysis.
Additionally, on a Path Finder report there is a simple but important added feature; you can choose to study the path on multiple pages for each specific step in your funnel. This feature is not available for the classic Fall Out report and allows you to analyse user behaviour from specific group of pages to specific group of pages.
The Path Finder report can also be more restrictive than the Fall Out report when calculating the number of successful journeys between two pages. In Fall Out reports, a successful journey from “Page1” to “Page2” is counted no matter how many other pages are visited in between the two pages. Path Finder instead counts ONLY those journeys where “Page2” comes immediately after “Page1”.
A dashboard is a collection of thumbnail reports called ‘reportlets’. It gives a complete overview of the most relevant aspects of your site. You can compose your dashboard in whichever way works best for showing your site stats at a glance.
Dashboards are completely customisable with your selected reports in a graphical or tabular form. You can add any report to a dashboard, including all of reports discussed in this post. You can set your dashboards to be your Adobe Analytics landing page, to give you a quick website performance summary once you access Adobe Analytics. This can be shared with other users or with your clients via their email addresses and can be scheduled for delivery.
- Breaking down reports and correlations
When you access a specific report (Traffic or Conversion), you can use breakdowns to find out more about one particular report item and how it relates to other reports. This allows you to add new levels of insight to each of your report elements.
For example, for a particular page, you can find out about its traffic by basic segments such as device type, geolocation or referrer. If you have one page with different videos in it and you’ve tracked your visitor typology – registered or guest, you can breakdown the typology of user by the number of interaction with the videos. This provides insights on how and which content has been consumed by different categories of visitors. The breakdown is not always possible though: you can only breakdown Traffic reports with other Traffic reports, and Conversion report with Conversion reports only.
These are just a few of the great capabilities of Adobe Analytics. Its implementation is able to capture any and all data hiding in the smallest corner of your websites and store it in dedicated reports, giving you valuable insights on your visitors and how they use your websites.
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