Introduction • Name / job role • What company are you with • How much experience do you have using Webtrends • Create a Word document for your notes ..
Custom Reports Overview of Custom Reports
Overview When the standard Webtrends Analytics reports don’t meet your requirements, or when you want to provide focused reports for specific business needs or users without creating a new profile each time, you can use Custom Reports to design reports with only the content you specify. Webtrends allows you to use a large number of preconfigured components to construct a custom report, or you can design your own components and provide information about how Webtrends can track them. • Pre-configured- prebuilt reports that may require some tagging • Custom - recommended no more than 50 custom reports / profile
Overview dimensions measures
Overview When you design a custom report, you should ask yourself some of the following questions. Where will Webtrends Analytics find the information you want to report on? If you want your site to record the information you need, you may need to set up custom tagging on your pages. Your custom reports may also depend on your configuring advanced features such as Content Groups and Scenario Analysis. When you choose dimensions, make sure you know how Webtrends will track them. How often and when should Webtrends Analytics collect data? Some kinds of data give the same result for every hit during a visit. Others give a different result with every hit. Some measurements only make sense when collected once per visit. Think about what kinds of data you want to measure, and when Webtrends should measure them to get the most meaningful results.
Overview Who will use the report? Webtrends allows you to specify up to 30 different measures per custom report, but only a few of these may be relevant to the person who needs the report, and using many measures increases processing time and can affect performance. This question may also help you decide whether to use translation files, and give you guidance as you name your reports and report columns and as you provide Help text. How much data will this report generate? Depending on the dimensions you choose and the structure of your data, you may encounter problems with very large table sizes that can affect performance. You may need to adjust table limits, filter your data very precisely, or reconsider your strategy for isolating the data that interests you.
Overview Custom reports allow an enormous number of combinations of dimensions and measures. Not all of these combinations will provide meaningful data. Another way to think about creating meaningful reports is to think about what kinds of dimensions and measures work together meaningfully. Dimensions and measures can be classified as hit-based, visit-based, or visitor-based.
Overview Hit-based if it changes from hit to hit within a single visit. For example, Content Groups, Products, and Campaigns are all hit-based dimensions because it is possible for each a visitor to click in a different one during each visit. Page Views, and Clickthroughs are all hit-based measures. Visit-based if it does not change or occur multiple times within a single visit. For example, each visit typically has only one Referring Site and one geographical location such as a Country. Visits, Visit duration, visit depth are all visit-based measures. Visitor-based if it does not change for an individual visitor, even across visits. For example, each visitor has only one initial campaign or initial search engine. Visitor-based measures include Unique Visitors and unique buyers.
Overview Custom Report Standard Dimensions Measure 2 City Measure 1 Geographic Region Geographic Drilldown Hour of Day MSA Multi-homed Domain Network Network Type New vs. Returning Organization Page Views Platform PMSA Product Product Category Query Parameter Query String Referring Domain Referring Site Referring URL Return Code Search Engine Search Keywords Search Phrase Shopping Cart Level State Throughput Time Zone Time Period Top Level Domain URL URL with Query String Visitor London Birmingham Plymouth x x x x x x
Overview Dimensions are either Hit or Visit based. Hit - The value associated with the dimension changes during the visit. Visit - The value associated with the dimension doesn’t change during the visit. Possible Report Combinations: Visit > Visit Visit > Hit Hit > Hit (occurs in the same server call)
Overview Custom Report Standard Measures Measure 2 City Measure 1 London Birmingham Plymouth x x Product Views Percent of Hits Percent of Views Percent of Visits Visit Duration Kbytes Transferred Time to Serve etc…… Clickthroughs Revenue Orders Hits Page Views Visits Units x x x x Custom Measures Based on Query parameters or Cookie parameters
Demonstration Auto populate folder library
Demonstration: Auto Populate • Define data source • Enable auto-populate in the template • Create your categories, define dimensions, measures • Create your custom report, attach to profile
Custom Reports Standard Dimensions & Measures
Standard Dimensions & Measures Webtrends Standard reports are created from Dimensions and Measures, which can be ‘rearranged’ to create custom reports.
Demonstration Content Groups : URLs
Demonstration: Content Groups : URLs Digital Manager wants to determine how visitors interact with ‘content areas’ of the MUSA website.
Workshop Referring Site : Entry Page
Workshop: Referring Site : Entry Page Digital Marketing Manager wishes to track the Entry Page by the Referring Site that is driving traffic to the website.
Standard Dimensions & Measures Direct Traffic occurs when Webtrends cannot resolve the Referrer entry. • The visitor is using IE and the link to your site is from within a Flash application (there are a lot of ways to do this in Flash so there may be exceptions) • Your landing page redirects to another page via a 301 permanent server-side redirect • The link was on an intranet or some other web site behind a proxy or corporate gateway that was set up to strip referrers from requests • The visitor has made changes to their browser that suppresses the referrer information • Another site has put your page content into an iFrame and coded the frame to suppress the referrer, in order to make it difficult for you to find out who is framing your content.
Workshop New v Returning : Referring Site
Workshop: New v Returning: Entry Page Digital Marketing Manager wishes to track New v Returning Visitors by Referring Site to determine traffic to the website.
Standard Dimensions & Measures Your own site can act as a Referrer. • When they leave your site open and go to a meeting • When they click on one of your links that goes off-site • When they type something else in the browser window • When they close the browser window and your site is open in another window • When they back-button to the search engine window that brought them there in the first place • What if they come back to your site with another click on your listing
Custom Reports Calculated Measures
Calculated Measures Custom Report PV/V City Measure 1 Calculated Measures London Birmingham Plymouth x x x x A new column in the report created by performing a mathematical calculation that utilizes one or more of the existing measures in the report. x x
Demonstration Calculated measure
Workshop: Calculated Measure Digital Marketing Manager wishes to determine how engaged visitors are with the content on the website.
Custom Reports Report Filters
Report Filters Custom Report PV/V City Measure 1 Report Filters London Birmingham x x x x Hit Filters - include or exclude raw data generated by individual actions on a web site. Visit Filters - include or exclude data that as already been grouped into visits. A visit is a single session of activity identified with an individual user, including all the page requests and hits logged during the session
Demonstration Hit filter
Workshop: Hit Filter Digital Marketing Manager wishes to track visitor interactions with ‘Bike’ Content Groups
Workshop Report filter
Workshop: Report Filter MUSA wish to analyze site traffic where Google is the Referrer Site.
Workshop: Report Filter Filter: Google
Workshop Branded search phrase
Workshop: Branded Search The Digital Marketing Manager at MUSA.com wishes to determine the effectiveness of their SEM strategy, by segmenting visits that originate from Branded v non-Branded search terms. The search term is located in the cs (Referrer) field: http://www.google.com/search?hl=en&q=motorcycle+gear&btnG=Google+Search
Workshop: Branded Search Google When you sign in using: Gmail, Google+, Google Chrome, the search is directed through Google SSL Search (https://www.google.com). As a result websites you visit from organic search listings will still know that you came from Google, but won't receive information about each individual query. This will show in your reports as: ‘Search Phrase not Provided’.
Workshop: Branded Search Firefox Google SSL Search was incorporated into Firefox 14, released in July 2012. Apple Safari As part of iOS 6 - Apple now routes searches made through the Safari search box to an encrypted version of Google Search, which doesn’t pass any Referrer. This will be reported as ‘Direct Traffic’. Bing & Yahoo Referrers are not blocked.
Workshop: Branded Search Digital Marketing Manager wishes to determine the Entry Pages from entering ‘Branded Search Phrase’ – Motorcycle into search engines.
Custom Reports Custom Query Parameters
Standard Dimensions & Measures One of the most common methods for creating custom reports is with Webtrends query parameters. The following demonstration illustrates that further tagging may be required. WT DCS DCSext Parameters passed in the Query String
Demonstration Day part : Scenario
Workshop: Day Part : Scenario The Digital Marketing Manager at MUSA.com would like to know which parts of the day visitors ‘engage’ with their conversion funnels (scenarios), as this would be helpful in shaping their overall campaign strategy.