Product Overview
This report aims to comprehensively analyze the traffic acquisition (Acquisition), user behavior (Behavior) and business conversion (Conversion) of the website. Its core logic is based on the "Cause-Effect" model and the "Session" mechanism , which can accurately restore the whole-link behavior of users from clicking ads/links (cause) to generating purchases/add-to-cart (effect).
Core Logic
Cause & Effect
The system divides user-generated events into two categories and conducts correlation analysis through user IDs.
Cause: The source action of traffic. Including clicking on ads, clicking on influencer links, organic search, viewing pages.
Effect: Conversion results brought by traffic. Including viewing products, adding to shopping cart, completing checkout, etc.
Association mechanism: Associate the "cause" event with the "effect" event through User ID to ensure that the actual conversion generated by traffic guidance is analyzed.
Session
In order to measure customer engagement, the system introduces the concept of "session".
New session determination: On the same device (Device ID), if the time interval between the current event and the previous event exceeds 30 minutes (1800 seconds)
If this is the first event of the device, it is recorded as a new session.
Engaged Session
The system defines an "engaged session" to identify high-quality access that meets any one of the following conditions:
Conversations last longer than 10 seconds .
Session depth (pages visited) exceeds 1 page .
A critical event has occurred (adding to shopping cart
product_added_to_cartor completing checkoutcheckout_completed).
Metrics
The following metrics are calculated based on the selected time range, time zone, and filter.
Traffic and Spend
Name | Description |
| Multichannel cost aggregation . The system automatically associates and accumulates the cost of the following channels based on the Campaign ID of the traffic source.
|
| The total number of unique sessions (Session Unique IDs) generated within the selected range. |
| The total number of users deduplicated within the selected range. |
| The number of users whose session sequence number is greater than or equal to 2. That is, the user is visiting for the second or more times. |
Engagement
Name | Description |
| Number of sessions that meet the definition of "interactive session" (duration > 10s, depth > 1, or critical behavior). |
| Interactive sessions as a proportion of total sessions. |
| The average number of user behavior events that occur per session. |
Conversion
Name | Description |
Homepage View UV | The "fruit" event is the number of deduplicate users viewing the page with the path to the home page ( |
Product View UV | The "fruit" event is the number of deduplicate users viewing the item ( |
ATC Users | The result event is the number of deduplicate users added to the shopping cart ( |
Purchasing Users | The result event is the number of deduplicate users who completed checkout ( |
Number of Purchases | Total number of orders completed for checkout (without duplicating users, deduplicating order IDs). |
Revenue
Name | calculation logic description |
Purchase Conversion Rate | The proportion of users who generate purchases to total visitors. |
Revenue | The total conversion value brought by all "completed checkout" events (usually the discounted amount). |
Dimensions and filtering
Metrics can be broken down into the following dimensions:
Channel: A primary source of traffic (e.g. Social, Search, Direct).
UTM parameters: Standard marketing tracking parameters, including:
utm_campaign(Advertising campaign)utm_source(Source of advertising)utm_medium(Advertising Media)
Landing Page (landing page): The first page path (
page_url_path) where the user enters the website.
Data export
The system supports exporting all the above metrics to CSV format.
Example
Assuming the user's behavior path is Direct - > Google Ads - > Facebook Ads - > Deal ($1)
The first step:
Transform the relationship into:
Direct - > DealGoogle Ads - > DealsFacebook Ads - > Deals
In this report, it will be displayed as follows:
Channel | Revenue |
| $ 1 |
| $ 1 |
| $ 1 |
Total value | $ 1 |