The Top Line Metrics report is a configurable report for analyzing high-level metrics about your visitors and the overall performance of your website. Use it to track key performance indicators regularly.

You can compare date ranges and segments against one another. You can also compare actual metrics to forecast metrics imported to Digital Analytics reporting. Creating a custom view and monitoring trends allows you to quickly identify improvements, problems, and concerns with changes and behaviors.

You can compare Top Line Metrics report data in various ways:

• One time period against another period ("Date Range A" against "Date Range B")
• Segment against another segment ("Segment A" against "Segment B")
• A combination of date and segment against another date and segment combination ("April through June + Segment A" against "May through July + Segment B")

The comparison calculations present the comparisons in derivative columns in grid view and combo view:

• B - Lists the second set of data that is being compared to data A
• A-B - Expresses the difference between data A and data B
• % difference - Expresses the percentage difference between data A and data B
• % of B - Expresses the percentage data A is of data B

The Top Line Metrics report, like other reports, includes Tracked metrics.

You can monitor changes in the percentage of customers or revenue associated with specific session activity or marketing interaction by applying a report segment to the Top Line Metrics report. In addition, you can monitor conversion on an ongoing basis to identify trends in website effectiveness and to assess the opportunity for improvement. Finally, use the Top Line Metrics report to create KPI scorecards or dashboards based on trend data, set benchmarks, and set goals for your KPIs.

Calculated values in this report are rounded after all calculations are complete.

Compare date ranges in the calendar

Depending on your organization's calendar settings, you may notice some inconsistencies while using quick-select options, like "same week, the previous year," in the compare calendar due to the way the calendar logic counts weeks within a year.

A week is indexed and given a certain number only when it starts in a given month (the first day of the week must also be in the month in order for it to count as a week within that month). If the week starts in the previous month but continues in the next, it is counted as the last week of the previous month. 

In the example above, note that the first week of September 2019 begins on September 1. However, the first week of September 2020 begins on September 6. Based on the calendar logic, this means there could be 5 weeks in September 2019, and 4 weeks in September 2020, depending on your organization's calendar settings. If you've chosen the 5th week of September, the quick select options will not provide a "same week," as the corresponding year does not have a 5th week.

If you'd like to change the date range to be a more exact match with the compared date range, you can manually adjust the calendar as needed.

Intraday reporting is enabled on Top Line Metrics reports and heatmaps

With intraday reporting on Top Line Metrics, your KPIs are updated every hour! Here's what you can do with intraday:

• See when your report was last updated. Simply open the report, click the Calendar icon, and click today's date. A timestamp tells you when your report was last generated. The timestamp uses a "Current as of <date><time>" format, where <date> and <time> are set to the time zone and date format for your client id.
• Evaluate your KPIs throughout the day to track progress and discover new data patterns! To get hourly trended data for up to a week, open the report, click the Calendar icon, and select Hour in the Trend by drop-down. After clicking Apply, you see data trended by the hour in the top visualization as well as the metric cards below. Hover over each point in the trend visualization to see the exact value. When exporting data to CSV and Excel, the first column shows the date/hour, and the following columns show the corresponding metrics.
• Get updates on metrics by opening the report and looking at the Tiny-icon on the metric.

Intraday is not supported on segmented or filtered reports and does not support Week-to-date, Month-to-date, Quarter-to-date, Year-to-date, and Custom Date Range reports (rollup functionality). Intraday is not supported for these Top Line report metrics:

• Registration metrics, such as Unique/New/Repeat Buyers, New/Repeat Registrants
• Tracked/Anonymous metrics
• Tracked Link Impressions/10 (it is a part of the Server calls metric)

Report views

Use the following options to customize the Top Line Metrics report view:

• Use the report (flyout) pane to add metrics or segments to the report view.
• Click a metric to display the metric results in the chart.
• Click and drag metrics to change their position within a group or move them to other groups.
• Add new headings to group the metrics in the report view. Click and drag the group headings to change their position in the report view.
• You can save your changes as the new default view of the report.
• You can toggle between the card view, grid view, or combo view by clicking the buttons at the top of the report.
• Click the light bulb icon to see +/- 2 standard deviations and the min/max values.
• You can apply one or more segments to a report.
• Save changes to a view.

Top Line Metrics report use case

Your company website is optimizing and redesigning the on-site search function. Your task is to analyze on-site search performance and conversion for your company website to provide a baseline for on-site search pre-redesign and post-redesign.

You perform the following steps to complete your analysis.

1. Obtain the site-wide number of sessions, unique visitors, and unique customers/buyers from the Top Line Metrics report.
2. Obtain the same metric data specifically for the segment of on-site search visitors that use the on-site search on the website. Create a segment that uses the criteria: Onsite Search Term Wildcard (*). Then, apply the Segment to the Top Line Metrics report.
3. Present the data side-by-side, creating calculations for customer conversion rates and any other key performance indicators.
4. Set targets for conversion effectiveness that are based on historical performance.
5. Monitor conversion on an ongoing basis to identify trends in on-site search effectiveness and assess the opportunity for improvement.

Output:

Because this analysis focuses on delivering a baseline understanding of on-site search users, most of the insight is for use in comparison to future time periods post-redesign. After you complete the previous steps, a report is created that tracks the following.

Changes in the percentage of Customers or Revenue that are associated with this search

These metrics are used to understand the overall impact of changes to on-site search visibility, usability, and effectiveness.

Changes in the percentage of Sessions Using Search and the percent of Unique Visitors Using Search

These metrics are used to understand the impact of on-site search visibility improvements or design integration.

Changes in the Customer/Visitor Conversion ratio

These metrics are used to understand the impact of changes to on-site search results' relevance and presentation.

Key Performance Index (KPI)

Analysts can set a performance index specific to their business. In this instance, the KPI is Revenue per Visitor for All Searchers divided by the same metric for All Visitors.

Use this report to measure the performance and conversion for on-site search pre-redesign and post-redesign.

Key performance indicators for the Top Line Metrics report

Focus on the following key performance indicators when analyzing Top Line Metrics report data.

The Top Line Metrics report provides the following metrics in the default view.

All Visitor Sessions

Average Session Length

The average length of a visitor session: (Time Stamp of the Last Session Record minus the Time Stamp of the First Session Record) divided by Sessions.

Note: When you use this value as a session or filter criterion, enter it in seconds. For example, enter 120 if you want to filter or segment on 2-minute sessions.

Average Time On Page

The average time spent on a specific page: Time Spent on Pages divided by Page Views.

Bounce Rate

In the context of a session, the ratio of single-page sessions to total page sessions. This calculation applies while analyzing Bounce Rate in the context of any session-level information (for example, Marketing Sources, Geography fields, and Technical Properties). Defined as One Page Sessions divided by Sessions.
In the content context, the ratio of single-page sessions to entry page views. The divisor, in this case, is entry page views because this value considers only the sessions that originated on this content. This calculation applies while analyzing Bounce Rate in the context of content-level information (for example, Pages, Page URLs, and Page Categories). Defined as One Page Sessions divided by Entry Page Sessions.

Element Views

The number of times an element is viewed - a count of the Element tag. The Element tag collects element data.

Item Abandonment Rate

The ratio of items abandoned to items placed in the shopping cart.

New Buyers

The number of unique visitors who made their first purchase during the specified period. They can be new or repeat visitors.

New Visitors

The number of new visitors (persistent cookie values that were not seen previously).

New Visitor Sessions

The total number of sessions that involved new visitors.

New Users

The total number of new users (Registration ID values that have not been seen previously).

Online: Sales

Total sales of purchased items calculated for orders completed via online channels.

Online: Orders

The total number of orders placed in online channels. A count of the Order tag. This metric has previously been known as Tracked Orders and Ordered Shopping Carts.

Online: Average Order Value

The average value of a submitted online order: Online: Sales divided by Online: Orders.

Online: Items Ordered

The number of items in a shopping cart ordered online. This metric is calculated when the day is complete, ensuring accurate data. Therefore, it cannot be displayed if the selected period is today.

This metric has previously been known as Tracked Items Ordered.

On-Site Marketing Impressions

Orders / Session

The average number of orders per session: Orders divided by Sessions.

Online: Unique Buyers

The total number of visitors who purchased one or more products via online channels.

On-Site Searches

The number of on-site searches submitted.

Product Views

The total number of times a product detail page (or category that contains the page) is viewed. This metric is a count of the collected Product View tags.

Page Views

The total number of times the page (or category that contains the page) was viewed - a count of the collected Page View tags.

Repeat Buyers

The number of visitors who bought from your site in a previous period and returned during the specified period.

Repeat Users

The total number of users making a second or subsequent visit (Unique Users minus New Users). Registration IDs that have been seen previously.

Sessions / Visitor

The average number of sessions per visitor: Sessions divided by Unique Visitors.

Server Calls

The metric for tracking data collection usage. The ratio between tags collected and server calls varies, depending on the type of tag collected. Refer to supporting documentation for more information.

Unique Users

The number of unique visitors who have been identified with a Registration Tag.

Unique Visitors

The number of unique visitors who came to your site one or more times as defined by a count of distinct persistent cookies.

You can add these metrics if you edit the Top Line Metrics report.

Abandoned Shopping Cart Items

The number of items placed in a shopping cart but not purchased. Carted Items minus Purchased Items.

Abandoned Shopping Carts

The count of sessions with at least one cart but no purchases or orders.

Average New Session Length

The average length of a new visitor session. The timestamp of the last new visitor session was recorded minus the timestamp of the first new visitor session, divided by new visitor sessions.

Average Repeat Session Length

The average length of a repeat visitor session. The timestamp of the last repeat visitor session was recorded minus the timestamp of the first repeat visitor session, divided by repeat visitor sessions.

Average Shipping & Handling

The average shipping and handling fees on order: Shipping and handling fees divided by orders.

Carts Initiated

The number of shopping carts where at least one item was added.

Custom Tags

The count of custom tags - also included in the server calls calculation.

Direct Load New Sessions

Direct Load Repeat Sessions

Direct Load Sessions

Elements / Session

Event Points

The number of event points. The Conversion Event tag collects event data. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.

Event Points / Session

The average number of event points per session: Event Points divided by Sessions. The Conversion Event tag collects event data. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.

Event Points / Visitor

The average number of event points per visitor: Event Points divided by Unique Visitors. The Conversion Event tag collects event data. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.

Events Completed

The number of conversion events completed. A count of the collected Conversion Event tags where type = 2. The Conversion Event tag collects event data. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.

Events Completed / Session

The number of events completed divided by session.

Events Completed / Visitor

Events Initiated

The number of conversion events initiated. A count of the collected Conversion Event tags where type = 1. The Conversion Event tag collects event data. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.

Items Abandoned

The number of items placed in a shopping cart but not purchased.

Items in Shopping Cart

The number of items placed in shopping carts.

MMC New Sessions

The number of new sessions by MMC visitors.

MMC Repeat Sessions

The number of repeat sessions by MMC visitors.

MMC Sessions

The number of sessions by MMC visitors.

Mobile Device Sessions

The total number of sessions performed on phones and tablets.

Mobile Device Sessions %

The ratio of mobile device sessions to all sessions: mobile device sessions divided by sessions.

New Buyer / New Visitor

The percentage of new visitors who qualified as new buyers during the specified period: New buyers divided by new visitors.

New Buyer %

The ratio of new buyers to unique buyers: New buyers divided by unique buyers.

New Sessions

The total number of sessions initiated by new visitors.

New Visitor Percentage

The percentage of all visitors who were making their first visit to the site: New Visitors divided by Unique Visitors.

Online: Item Sales

The total online sales of items calculated by using the shop tags.

Online Items / Order

The average number of items in an online order calculated by using the shop tags.

Online: Items Sold

The total online sales of items calculated by using the shop tags.

Online: Total Shipping & Handling

The total shipping and handling value for orders completed via online channels.

Ordered Shopping Cart Items

The number of items in a shopping cart that were ordered. This metric is calculated when the day is complete, ensuring accurate data. Therefore, it cannot be displayed if the selected period is today.

Orders / Visitor

The average number of orders per visitor: Orders divided by Unique Visitors.

Page Views / Session

The average number of page views per session.

Referral New Sessions

The number of new sessions by visitors arriving from referring sites.

Referral Repeat Sessions

The number of repeat sessions by visitors arriving from referring sites.

Referral Sessions

The number of sessions by visitors coming from referring sites.

Repeat Buyer / Repeat Visitor

The percentage of repeat visitors who qualified as repeat buyers during the specified period. Repeat buyers divided by repeat visitors.

Repeat Buyer %

The ratio of repeat buyers to unique buyers. Repeat buyers divided by unique buyers.

 Repeat Sessions

The number of sessions that involved repeat visitors.

Search Engine Sessions

The number of sessions by visitors arriving from search engines.

Search New Sessions

The number of new sessions by visitors arriving from search engines.

Search Repeat Sessions

The number of repeat sessions by visitors coming from search engines.

Shop Actions

Shopping Cart Abandonment Rate

The ratio of shopping carts abandoned (initiated minus completed) to total shopping carts: Carts Abandoned divided by Carts Initiated.

Unique Buyers / Visitors

The ratio of visitors who purchased a product to all visitors who visited your site: Unique Buyers divided by Unique Visitors.

US Sessions %

The percentage of known sessions from visitors in the United States. Available country sessions are the count of sessions where "country" is not empty, null, or unknown.

Frequently asked questions

Q: How can I find my top-line metrics data?

A: Your data is still there, aggregated as a trended view. You can choose different views: trended by day, week, etc.

Q: How can I rearrange items on the table?

A: To do that, you need to create a new group - then you can drag and drop the card/widget inside the group. You can move the chosen metrics in and out by dragging and dropping the cards.

Q: Can I see my data broken down into tracked and anonymous categories?

A: Yes. You can view specific metrics in a breakout (tracked and anonymous). You need to switch from default to tracked and anonymous view to see the breakout. The default view shows only tracked data.