Surface & functions
Navigation
All available reports and settings can be accessed via the navigation bar. Clicking on a navigation area opens a menu on the right-hand side with the selection of the corresponding reports, functions and settings. Settings are marked with a cogwheel. The layer closes automatically when you click on an entry or by clicking on the close icon at the top right. When a report is open, the navigation area in which the report is located is highlighted by an orange bar and orange font color.
Which functions are available depends on the respective edition. If a function is not available in your edition, a rocket symbol will be displayed behind it to indicate an upgrade option.
Introduction to the report interface
As soon as a report is selected, the following interface usually appears:
The reports are based on a combination of dimensions, optional segments and key figures. In the table, the dimensions and segments appear with their values in the left-hand section. The evaluation of the data is divided into two main areas: the graphical display in the upper section and the tabular display in the lower section. The evaluation area contains the following elements:
- Report name and general report functions (own configurations, period selection, forwarding, export, feedback) (see 1)
- Graphic with settings (see 2)
- Table with segmentation bar (see 3)
Period selection
The currently selected period is always displayed at the top left of the report name. By default, the analysis period includes the last seven days and the current day. Clicking on the period button opens the calendar to call up the analysis for a specific period (see 1). Predefined time periods can be selected in the calendar selection list for a quick period setting (e.g. Current week, Current month). e.g. Current week, Current month) (see 2). There are two ways to set a time period in the calendar:
1. select the appropriate period from the predefined periods (see 1).
2. define an individual period via the calendar by marking the start date and the desired end date and clicking on Apply (see 2).
Own report configurations
If you frequently make certain settings for a report (period, dimension, segment and/or key figure selection), it makes sense to save these as configurations. You can access the saved configurations via the Custom configuration drop-down menu, saving you time and effort. To save your own configurations, proceed as follows: Select a report and make the desired settings. Click on the floppy disk symbol on the right in the configuration selection (see 1).
- Define a name and the time period in the Save own configuration window (see 1).
- Select whether the configuration should be shared with other users (see 2).
- Click on Create or Use as default if you want to overwrite the existing default view (see 4).
You can also overwrite/update an existing report configuration by making the changes in the configuration selection and clicking on the cogwheel next to the corresponding name to overwrite the displayed view. To delete saved configurations, click on the cogwheel and then on the recycle bin button.
Export reports
To download report data manually, open the report and select the export button on the right-hand side of the evaluation area. Various options and file formats are available for exporting the table (CSV, XML, XML (Excel), XLS) or the entire report as a PDF. If the report is to be exported regularly or recurrently with certain settings, use the automated e-mail reporting.
Graphic
The chart illustrates the values in the table over time. The tiles on the left show the relative proportions of the selected attribute dimensions and at the same time the meaning of the lines in the chart. The data records for the chart can be selected and deselected using the buttons in the Show in chart table column (see 1). The top dimension with the highest share in the selected period is also displayed in the lower long-term chart. If you move the mouse pointer along the time axis, the values for each line and the total value for each point in time appear. The following options are available for editing the charts:
- Select key figures (see 2) Use the key figure button at the top of the graphic to select the key figure from the key figures available for the table. Key figures from.
- Change period (see 3) You can adjust the period by moving the slider in the long-term chart and then clicking on Apply period.
Notes
It is possible to add notes to each report in order to record the background of changes.
The note function is located in the top bar of each report:
There you can see directly whether notes are available in the set period. If notes are available, the speech bubble appears with the number of notes. The notes can be displayed and edited by clicking on the speech bubble or the menu item:
There are two types of notes: your own notes and system notes. The system notes are created automatically if, for example, a conversion process has been edited. You can create your own notes via Add note.
Here you can set the associated date and specify who should view this note and whether this note should be displayed in a specific report or in all reports.
Notes are also displayed in the graphic on the timeline using a speech bubble and can be opened via mouse-over:
Table
The tabular view is divided into three areas: The attribute dimensions and segments, such as page names, are displayed in the left-hand area; the associated key figures, such as visits, can be seen in the right-hand area and the configuration of the dimensions and segments is located above the actual table.
There are various options for customizing the tabular view within the three areas.
Segmentation (see 1)
You can use Select segment to select or configure your own behavioral segments with corresponding conditions.
Dimensions(see 2)
Select dimension allows you to break down the analysis of the data further by adding additional segment dimensions. The dimension selection does not simply set a filter and reduce the data; rather, it enables a complete drill-down to all dimension values. By default, the top 5 dimension values are shown in the table for the top dimension. You can extend the number of entries displayed up to the top 100 values. Drill down for other dimension values by clicking on the plus signs displayed in front of the values. You can undo the drill-down for each value in the same way by clicking on the minus sign.
etracker analytics enables multi-dimensional drill-down in a very dynamic form. This allows you to explore the interplay between different dimensions. You also have the option of changing the order of the dimensions by moving the handle of the respective dimension in the dimension bar.
Increase attribute column width (see 3)
The arrows in the top left-hand corner of the attribute column area can be used to increase or decrease the width in order to display more characters.
Sort key figures (see 4)
The values of the key figures can be sorted in ascending or descending order by clicking on a column heading. The current sort criterion is indicated by the sort arrow below the respective key figure name.
Show/hide and re-sort key figures (see 5)
To show or hide key figures or key figure groups, move the mouse over the key figure group headers and click on the black bar. In the layer that opens, individual key figures within the groups or entire key figure groups can be selected or deselected. The sorting of the key figure groups can also be changed using the handles at the top left of the group boxes. Then click on Save to apply the settings for the key figures.
Filter attributes and key figures (see 6)
Reports also offer the option of filtering by specific values. The simple filter can be used to select specific dimension values, while the advanced filter can also be used to select key figures.
Filter attributes and key figures
The reports can be filtered according to specific dimension values such as referrer URLs, page, event or campaign names. The filter function is located above the segment and dimension configuration. The Advanced filter option enables combined searches in several dimensions or key figures, the selection of the match type (contains, matches exactly, starts with, ends with) and the definition of whether the filter should serve as an exclusion or search criterion (include or exclude results). This allows you to quickly find the data records that are of interest for the desired analysis.
Change distribution model
Switch back and forth between different conversion attribution models with one click and switch flexibly between the models. The switch is located on the right above the table. Click on the active distribution model and select the desired model from the drop-down menu. Orders and sales are redistributed in an instant.
Available distribution models:
- Last Ad (standard model): The conversion is assigned to the last entry source.
- First Ad: The conversion is assigned to the first entry source.
- Linear (equal distribution): The conversion is evenly distributed between all entry sources. All touchpoints receive the same share or the same rating.
- position (also known as the bathtub model): Conversion is assigned to the first and last contact with 40% each and the rest with 20%. The first and last entry sources are therefore each assigned the highest value.
Type-ins are only included in the evaluation if the contact chains (see Marketing Reports → Contact combinations) only contain the type-in medium.
Period comparison
The period comparison allows you to compare the data from a current period with the data from a previous period. The changes are visualized in color in the report table so that you can see at a glance which key figures have changed the most positively or negatively. Please note that the comparison is only visualized in the report table. The data for the current period is still displayed in the diagram.
Display of the period comparison in the report table
When the period comparison is activated, the changes to the comparison period are visualized in the report table.
Display of the comparison in the total line
The total line shows the percentage change compared to the reference period and the absolute number for the current period. The deviation is also shown by an upward arrow (better than in the comparison period) or a downward arrow (worse than in the comparison period). From a deviation of + 5%, a green arrow (improvement) or a red arrow (underperformance) is displayed. The bounce rate key figure is a special case. If the bounce rate falls compared to the comparison period, this is visualized as an improvement and is shown with a green arrow or a green bar from a deviation of -5%. If the bounce rate increases compared to the comparison period, it is shown with a red arrow or a red bar.
Presentation of the comparison in the segments
In addition to the absolute value of the current period, bar charts are displayed in the report table for the key figures of the segments to visualize the changes. The gray bar represents the total value of the current period from the left to the black line. If there is no change in the key figure value compared to the reference period, the bar is not colored but remains gray. The length ratios of the bars of a key figure across all segments of the report are based on the highest key figure value of the current period or (if this is higher) on the value of the comparison period (see Figure 7). If the key figure value changes in relation to the comparison period, the difference between the comparison period and the current period under review is shown by means of a green or red section up to the black line. A green coloration evaluates the increase as better performance (e.g. an increase in PIs). A red coloring evaluates the increase as underperformance (e.g. an increase in the bounce rate).
Expand another segment level with active comparison
If you expand a level for another dimension in the report, the period comparison is also visualized for this level. The ratio of the lengths of the comparison bars is based on the maximum key figure values of the expanded dimension.
Display of values when hovering over with the mouse
If you move the mouse pointer over the row in the table when the period comparison is activated, the percentage and absolute change in the key figure value compared to the comparison period is displayed instead of the bars.
Conspicuous values of 100% everywhere, for example, may indicate that the key figures for segment values for the period comparison do not occur in both periods.
Selection of time periods
Click on the period selection above the graphic in the report.
In the calendar that appears, you can now select the desired period by clicking on the first and last day.
The comparison period can then be activated via the Compare with button. A period of the same duration is automatically selected as the comparison period. Example: If you select 03.04. to 23.4. as the current period, 13.03. to 02.04. will be selected when the period comparison is activated. to 02.04. is set as the comparison period. If you change the current period in the calendar when the period comparison is activated, the comparison period is also automatically adjusted.
If you want to compare the selected period directly in the report with the same period before, you can also activate the comparison using the button next to the displayed period in the report.
Ending the period comparison
You can end the period comparison via the button next to the period display in the report or via the Compare with button in the calendar.