Measuring and analyzing the uplift performance of your Experiments and Personalizations.
Currently, we support the setup of Experience Analytics only in conjunction with Google Analytics 4. We are currently developing a way to integrate with other tools as well. If you have any requests to support a specific analytics tool, please contact us.
Metrics are conversion events or goals. By default, Ninetailed tracks the performance of all metrics that you have set up across all of your Experiences.
Example: you can track the number of newsletter signups or submissions to a form, the order quantity or purchase revenue that a user generates or even just a scroll to a specific position on a page.
Experience Analytics is leveraging the fact that you are already tracking conversion events, goals, or other metrics in a different analytics platform. Therefore, forwarding these metrics to also have them available for measuring the performance of Experiences is very easy. All you have to do, is tell us what your event is called, and what it measures. Specifically, there are two elements that need to be configured to measure your events correctly: the metric type and the metric scope.
Before you set up any metrics at Ninetailed, make sure that you are already tracking a corresponding event in your connected analytics solution.
Metrics in Experience Analytics
There are two distinct metric types. Choose the right one depending on what you want to track.
This metric type tracks the success rate of users “converting” (i.e., triggering a specific event) after having seen a specific Experience. The result is a percentage value ranging from 0% to 100%. Use this metric type for any binary goals.
Examples for metrics where the "conversion rate" type should be used:
- “a visitor has signed up to newsletter”
- “a visitor has submitted this form”
- “a visitor has made a purchase”
In some cases, the value of a conversion or goal is also relevant. This metric type tracks any given value of a conversion event. We can differentiate between a number of different value types. Depending on what you choose, we will reflect them differently in our analytics interface.
Examples for metrics where the "conversion value" type should be used:
- Currency values - e.g., “Purchase value”
- Time values - e.g., “Session time” or “time spent in checkout”
- Normal values - Any other non-formatted value, e.g., “items in the basket”
In order to track the performance of Experiences, we need to identify at which point conversion or goal should be attributed to having seen an Experience. At Ninetailed, we differentiate between two distinct types of attributions: Session Scope and User Scope. Which scope should be used depends on the use case and the type of Experience that you are running.
Success attribution (or scoping) is set on a metric-level. This means that different metrics can measure the success of specific Experiences at different scopes simultaneously.
The scope of the metrics decides whether the total amount of sessions or the total amount of users are counted as "Reach".
When choosing “Session Scope”, any Experience that has been seen in the same session and before reaching a conversion goal is attributed towards reaching that goal. This type of attribution goal is useful when a conversion usually happens within the same session or if your Experience is clearly directed towards a specific event such as clicking a CTA.
Example: An Experience that shows a CTA button to check out a specific site mostly contributes to the session behavior of that user. If we are tracking a "button click" as a metric, we should use session scope for that.
Example: An Experience that suggests an item that the user might want to buy with the items they already have in their basket contributes towards increasing purchase revenue within the same session. Measuring "purchase revenue" on a session scope makes most sense here.
When choosing “User Scope”, any Experience that has been seen at any point in time before reaching a conversion goal is attributed towards reaching that goal.
This type of attribution is most useful in situations where users tend to reach a conversion goal only after several sessions.
Example: Experiences that drive users to sign up to a form contribute towards reaching that goal even across sessions. If we are tracking that final "form submission", we should use a user scope for that.
Example: Any Experience that improves the user experience, in general, generates user retention, which has an effect across all user sessions. If we are tracking a final "demo request" as a metric, we should be using a user scope for such Experiences.