Provides comprehensive, accurate, and detailed analysis of
customer activity. Metrics such as campaign management, sales cycle, customer
fallout, and customer conversion let you measure e-commerce transactions,
sources of sales, advertising effectiveness, customer loyalty, and more.
For example, if you want to see what type of internal campaigns on your
home page might result in purchases, you first must capture the internal
tracking codes and set persistence to a period of one visit for the
s.eVar that captures internal campaigns. When a
success event is completed (like purchase), the credit for that success is
given to any Conversion Variables that are persistent on the visitor, such as
Internal Campaign ID. By running the
Internal Campaign Report, you can see which campaign
generated the most onsite conversion.
Some out-of-the-box reports contain both Traffic and Conversion metrics
(such as the
Search Engine reports). However,
Traffic and
Conversion reports are unique to your organization
and are displayed in the
Traffic and
Conversion menus.
Report Properties
-
Custom Conversion reports are based on eVars
(conversion variables).
- Conversion variables can
persist beyond the page view and be associated with metrics within its
specified expiration.
- The reports' default metrics
are revenue. To change default metrics, see
Selecting Default Report Metrics.
- View these reports in both
trended and ranked formats.
- You can use Classifications
in these reports, to rename and consolidate line items.
- These reports can be broken
down by the following if basic subrelations are enabled:
- Campaigns and Products,
with all related classifications
- Customer Loyalty
- All fully-subrelated
eVars
- Additional reports are
available to break down when full subrelations are enabled:
- Time Spent per Visit
- Pages and Site
Sections, with all related classifications
- Entry Pages
- Almost all Traffic
Sources reports
- Visit Number
- Many Visitor Profile and
Technology reports
- All other eVars
- Marketing Channels First
and Last Touch
- The following events can be
used as metrics:
- Instances, the number of
times the eVar was defined
- All standard eCommerce
metrics: Revenue, Orders, Units, Carts, Cart Views, Checkouts, Cart Additions,
Cart Removals.
- All custom events:
Events 1-80, and Events 81-100 if on H22 code or higher
- Visits and Visitors:
Available depending on organization and report suite. Contact your Account
Manager for additional details
- The location of each
Custom Conversion report varies depending on the
eVar's numeric assigned value. Generally, they can be found under the
Custom Conversion folder (provided the menu is not
customized).