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Any KPI Page Can Be Turned Into A Measure

You know how “orders” and “revenue” show up in their own columns in WebTrends’ e-commerce reports?

You can get the same thing for any page or group of pages, not just orders.

Such as, a form.  All forms (as a group).    Each separate page in the checkout process.  The acknowledgement page that happens after a form is submitted.  A particular download.  A promotionally-oriented page.  The FAQ.  The site map page.  A particular folder or section of your site.  In other words, anything you think is important and that you want to quantify for different visit segments – you can display it as a measure.

Which means you can use these measures for report where the rows are:

  • a list of campaigns
  • a list of search terms
  • a list of visits coming from affiliate sites
  • visits coming from search terms that are brand words
  • first time and/or returning visitors
  • 1st visits, 2nd visits, 3rd visits, 10th visits, whatever

And, by using the calculated measures feature, you can display conversion rates from form view to form submission, or percentage of all visits that had a certain KPI page.  Since Webtrends allows 20 measure columns per custom report, so you can cram in a lot of great stuff.

The report segment below shows where we used this trick to show campaign results for six campaigns (six rows), showing campaign results in terms of:  visits that contained an application form, visits that contained the acknowledgement page after the application is submitted, and a couple of calculated conversion rates.

 

 

Here’s how to do this core, very central, very useful semi-trick.

Create a custom measure to show VISITS to the KPI page/group

Decide what page(s) (downloads, etc) you want to act as your KPI event(s).  As an example, it could be the page /apply/thankyou.aspx, which is the page seen after an application is submitted.

Open the WT admin screen and go to:

Report Configuration >> Custom Reports >> Measures >> New Measure

  • Give the measure a name that includes the word “visits” because this is going to be the visits version of the measure.  Same for the “column name.”  (Example:  “Visits with Submitted Applications”)
  • “Value to Base On” is Query Parameter and “Parameter Name” is WT.ti.  (it could be ANY parameter with a text value; we chose WT.ti.  This is what we’re calling “hijacking.”)
  • “When to Measure” is “Hits that Match Specified URL.”  It’s the last choice in the dropdown menu that has “All Hits” as the top choice.
  • For “Do you want to sum this measure across the visit” choose “YES.”
  • In the “URL Expression” window, fill in your KPI URL or regex string, following the same process you’d use if you were defining a Content Group.  For our example, this is where you’d enter “/apply/thankyou.aspx”.  Check the Regular Expression box if appropropriate.
  • In the currency window, choose “No Currency” but set the decimal places to 0.

Create a custom measure to show VIEWS of the KPI page/group

This is the same process as above with two differences, indicated by boldface.  The name is of course different, and “Sum Across The Visit” becomes “No.”  You can create a new measure from scratch or just clone the one you made in the previous step and make the needed changes.

Decide what page(s) (downloads, etc) you want to act as your KPI event(s).  As an example, it could be the page /apply/thankyou.aspx.

Open the WT admin screen and go to

Report Configuration >> Custom Reports >> Measures >> New Measure

  • Give the measure a name that includes the word “views” because this is going to be the views version of the measure.  Same for the “column name.”  (Example:  “Application-Thankyou Views)
  • “Value to Base On” is Query Parameter and “Parameter Name” is WT.ti.  (it could be ANY parameter with a text value; we chose WT.ti)
  • “When to Measure” is “Hits that Match Specified URL.”  It’s the last choice in the dropdown menu that has “All Hits” as the top choice.
  • For “Do you want to sum this measure across the visit” choose “NO.”
  • In the “URL Expression” window, fill in your KPI URL or regex string, following the same process you’d use if you were defining a Content Group.  For our example, this is where you’d enter “/apply/thankyou.aspx”.  Check the Regular Expression box if appropropriate.
  • In the currency window, choose “No Currency” but set the decimal places to 0.

 Use the measure in a custom report

Follow the usual steps for adding a measure to a custom report.  You’ll see your new measures in the dropdown list of available measures.

In the Measures screen, after you’ve chosen the measure from the dropdown list, you’ll see a little box where you choose “Method” (usually says “SUM”).   Set it to COUNT.  This is important.

 

Attach it to a profile and analyze.

 

 

Postscript 1:  If you use this in the “visit” version, use it with a dimension that does not change during a visit.   Your stats, if in the “visit” form, get a little crazy if you use a dimension that changes constantly during a visit.

Postscript 2:  This doesn’t get into Visitor History, at least not in its present form.  We’re working on that.

 

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    1 comment

    1 RobWilliams { 01.30.14 at 10:01 am }

    I have been using this trick constantly since you first published it a couple of years ago and am just saying thank you for updating it. I have saved quite a few superfluous custom reports by being able to show key pages and events in my measures rather than filters and dimensions. Webtrends prof services has adopted it too since you first discovered it. This is a great blog, but you should use your real name on it. Also do you do consulting or teaching?

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