Journey Analytics provides an Overview dashboard that you can use to track important metrics and monitor customer data across channels. It shows highlights of recent customer activity in three key areas.
- Top-line metrics
- Customer journey stages
- Top path to purchase
To find out more about the possibilities of Journey Analytics - be sure to visit our Acoustic Academy.
What are the metrics on the Overview dashboard?
Top-line metrics are the performance metrics and trends in customer activity during the last seven days. The number that is shown for each metric is the average over the seven-day range. Each data point on the trend line represents one day in the date range. Click on a data point to see the totals for that day.
- Daily revenue generated by customers for the last 7 days. Revenue is calculated from revenue-generating events, such as cart purchases.
- Visitors per day who performed an action associated with one of the following events in the last 7 days:
- Email Click and Opt-Out
- Conversion, Browse, or Cart Abandonment
- Browse Abandonment, Cart Abandonment, or Cart Purchase Item
- Cart Purchase
- Product View
- Searched Site
- Entry Page
- Web Element
- Video Played, Paused, or Completed
- Form Error
- Read Review
- Product Page Action
- Facebook Post, Comment, Liked Post or Liked Page
- Twitter Shared, Retweeted, Tweeted, Mentioned, Replied, Followed or Favorited
- Instagram Comment, Followed or Liked Post
- Viewed, Claimed, or Redeemed a coupon
- Connected to or Disconnected from a social channel
- Mobile Wallet View
- Mobile Wallet item installed
- Mobile Wallet removed item
- SMS Opt-In or Opt-Out
- Talked to Agent
- Self Service
- Automation Trigger
- Customer, Opened, Canceled, or Updated Case
- Live Chat
- Lead, New Lead
- SMS Interaction, Multi-step SMS Interaction
- A number of abandoned carts per day for the last 7 days.
- A number of unique visitors per day for the last 7 days.
Metrics totals are updated daily.
Note: Users of Journey Analytics and Digital Analytics might see differences in data in the Overview dashboard for the Revenue, Retention, Visitors, and Abandonment metrics and data in Digital Analytics. It is important to understand that Journey Analytics is an Exchange event reporting tool and does not use the same business logic as Digital Analytics. Digital Analytics sends data to Exchange, Exchange sends this data to Journey Analytics, and then Journey Analytics reports the data. After sending data to Exchange, Digital Analytics continues processing data before showing it in reports. For this reason, the data in Digital Analytics and Journey Analytics doesn't always match.
We continue improving our solutions to provide actionable metrics and insights across all our offerings. Stay tuned for new and improved metric and trend reporting to drive your business and your users' engagement with your brand.
The Journey stages report shows progress through the customer lifecycle and helps you understand why customers are continuing along the lifecycle path. Data for journey stages is available in the Overview dashboard two days after you configure Journey stages.
The Journey stages report bar graph shows the total number of customers in each stage and the number of customers that were added or removed in each stage yesterday. The dark blue bar indicates an increase, and red indicates a decrease. To see the number of customers added (or removed) yesterday, hover over the dark blue or red bar.
Digging deeper into Journey stages
Expand the Journey stages report in the Overview dashboard to see progress towards stage targets and data about customer migrations across stages. You can use the expanded view to determine whether your marketing campaigns are meeting your company's goals at each stage and moving customers through the lifecycle.
To see migration details for a stage, to create an audience for a stage, or to see individual journeys for a stage, click the stage's three-dot menu and then click the corresponding menu option.
Note: Users are included in individual journeys when at least one event meets the criteria specified by the event attribute filter. For this reason, when you view events for a user in individual journeys, you see all events for the user including events that might not match the specified filter criteria.
Progress towards stage targets
The Progress towards stage targets bar graph shows baseline and target thresholds for each stage and the actual number of customers in each stage. If the actual number of customers in a stage is above the stage's baseline, the blue progress indicator shows the percent increase over the baseline. If the actual number of customers in a stage is below the stage's baseline, the red regress indicator shows the percent decrease below the baseline. For example, if the aware stage baseline is set to 100,000 customers, the target is set to 101,000, and there are 104,000 customers in the aware stage, the dark blue progress bar for the aware stage shows 104K 400% or (104,000-100,000)/(101,000-100,000).
Stage baselines and targets are defined when you configure stages by clicking Journey stages > Create.
Stage migrations show the number of customers in each stage that are migrating to higher stages and regressing to lower stages during the reporting period. To get more details about a specific stage migration, click to fill the stage dot and expand the stage migration view.
In the expanded stage migration view, an "octopus" shows the number of customers that are migrating from the selected stage to every other stage. For example, if the "octopus" is showing the migration for the considering stage, one arm of the octopus shows the number of customers regressing to the aware stage, and three arms show the number of customers progressing to the deciding, succeeding, and loyal stages. For the selected stage, you can create a forward-migrating audience, create a backward-migrating audience, or see individual journeys by clicking Create a forward-migrating audience, Create a backward-migrating audience, or See individual journeys.
For a specific migration from the selected stage to another stage, you can create an audience or see individual journeys. To perform one of these actions, click to fill the stage migration dot on the corresponding arm of the octopus and then click Create an audience or See individual journeys.
What is the top path to purchase?
Your customers travel many different paths in their journeys. Which path is the "top" path? By default, the top path on the dashboard is the one that was most traveled by customers leading to a cart purchase.
For example, customers who traveled this path may have started with the email channel, then used social media, then visited the website, and finally made a cart purchase.
Note: The Top path to purchase report has been removed from the Overview dashboard. However, you can work with Support to configure your own top path report for your organization. Just open a support ticket and include your desired end touchpoint for the new report. Acoustic Support will then update your organization to include the new report on the Overview dashboard.
Drilling into journey paths
To see more of your customers' journey paths, expand the top path report. You can also drill into each path in a channel to see which interactions customers are completing.
Top path trends
Top path trends show how your top journey paths change over time. By viewing top paths over time, you can detect interesting anomalies and discover changes in customer behavior.
If it’s enabled for your organization, top path trends display below the top path in the Overview dashboard. To enable top paths and top path trends for your organization, contact Acoustic Support.
By default, Top path trends show the 7-day trend for top paths based on the most traveled customer journeys. Journey Analytics determines top paths by calculating the average number of customer journeys each day and designating any paths with a higher than the average number of customer journeys on a specific day as a top path for the day.
To hide or show a trend in the chart, click the corresponding color-coded icon.
You can drill down on a top path on a specific day to view associated journey paths and individual journeys. To drill down, click a line point in the chart. A tooltip for the top path opens where you can navigate to associated journey paths or individual journeys.
Top path trends can be configured to show trends for top paths based on average revenue, duration of the journey, and the number of unique customers. To configure top path trends, expand Top path trends in the Overview dashboard, and then select the Average revenue, Duration, or Unique customer metric.
We are listening to you - our customers - and working to streamline our solutions with better style and usability. For this reason, we are temporarily removing the Web dashboard. In the meanwhile, you can access similar data by using Digital Analytics. For instructions about accessing data in Digital Analytics, refer to the following sections.
Key performance indicators
The key performance indicators on the Web dashboard give you a quick view of website performance in four important areas: sales, sessions, conversions, and average order value. The dashboard provides highlights of website activity for the last seven days, not including today.
To access KPI data in Digital Analytics:
- To view sales, go to the Top Line Metrics report and select the Online: Sales metric. To view yesterday's total sales, select yesterday. To view the 7-day trend, select Last week and Trend by: Day.
- To view sessions, go to the Top Line Metrics report and select the Sessions metric. To view yesterday's total sessions, select yesterday. To view the 7-day trend, select Last week and Trend by: Day.
- To view conversions, go to the Top Line Metrics report and select the Orders/Session metric. To view yesterday's total conversions, select yesterday. To view the 7-day trend, select Last week and Trend by: Day.
- Average order value
- To view the average order value, go to the Top Line Metrics report and select the Online: Average Order Valuemetric. To view the average order value for yesterday, select yesterday. To view the 7-day trend, select Last week and Trend by: Day.
Sales (average order value)
The Sales section shows the average order value for all products that were purchased over the last seven days. In Digital Analytics, you can calculate this value by taking 7 days of the Online: Average Order Value metric in the Top Line Metrics report and finding the average.
The Engagement section of the Web dashboard shows the top entry and exit pages and the top on-site search terms. All three of these metrics are aggregates for the previous seven days.
To access Engagement data in Digital Analytics:
- Top entry page
- To find the top entry page, go to the Behavior: Entry Pages report in Digital Analytics.
- Top exit page
- To find the top exit page, go to the Behavior: Exit Pages report in Digital Analytics.
- Top on-site search term
- To find the top on-site search term, go to the Behavior: On-site Search report in Digital Analytics.
The Traffic section of the Web dashboard shows you the percentages of website traffic by the browser and by device type.
To access Traffic data in Digital Analytics:
- Traffic by Browser
- To see the total number of sessions for each browser, go to the Device & Technical: Browsers - Hierarchy report in Digital Analytics, and select the Sessions metric. To see the percentage of the total sessions for each of the browsers that your visitors used most frequently, go to Device & Technical: Browsers - Hierarchy report in Digital Analytics and select the Percent of Sessions metric.
- Traffic by Device
- To see the total number of sessions, go to the Device & Technical: Mobile Devices - Hierarchy report in Digital Analytics, and select the Sessions metric. To see the percentage of the total sessions for each of the devices that your visitors used most frequently, go to the Device & Technical: Mobile Devices - Hierarchy report in Digital Analytics and select the Percent of Sessions metric.
Visitor purchase funnel
The Visitor purchase funnel on the Web dashboard shows data from the Digital Analytics Visitor purchase funnel report. Purchase data is based on the cartAdd event.
To access this data in Digital Analytics, go to the E-Commerce: Visitor Purchase Funnel report.
The funnel shows the number of visitors and the percentage of the total visitors who completed each of five steps:
- Number of visitors who viewed at least one page (pageviewEntryPage).
- Viewed Product
- Number of visitors who viewed at least one product page.
- Carted item
- Number of visitors who added at least one item to their cart, whether they purchased or not.
- Purchase item
- Number of visitors who purchased at least one item.
- Repeat purchase
- Number of visitors who made two or more cart purchases.
Visitor metrics in Web dashboard and Journey stages
You may notice a difference between the total of the Visit metric in the Visitor purchase funnel in Digital Analytics and the total of the Entry Pageviews in the aware journey stage in Acoustic Journey Analytics. The Visit total in the Visitor purchase funnel is the total number of Entry Page views during the time period. The Entry Pageviews in the aware journey stage includes only the number of users who remained in the aware journey stage and did not move to any other journey stage (considering, deciding, succeeding, or loyal). Therefore, the Visit total in the Visitor purchase funnel is always greater than or equal to the number of Entry Pageviews in the aware journey stage.
The difference between unique visitors in Journey Analytics and visitors in Digital Analytics
Data for Unique Visitors KPI in Journey Analytics is calculated differently than Visitors in Digital Analytics.
How Unique Visitor KPI data is calculated in Journey Analytics
The Visitors KPI, which is shown on the Overview dashboard, is calculated based on the following criteria:
- The Exchange x1Id from the Exchange identity store.
- Uniqueness is calculated per day. So if user XYX sends an event each day, the user is counted as a unique visitor each day.
How Visitor data is calculated in Digital Analytics
- Visitors are calculated based on the cookie ID.
- For unique visitors, Digital Analytics calculates uniqueness based on a specified time period. For example, in a weekly report, Digital Analytics calculates uniqueness for the week. Thus, a user is counted as unique for the week only once, not once per day. In a monthly report, Digital Analytics calculates uniqueness for the month.
- To calculate anonymous visitors and tracked visitors, Digital Analytics calculates the ratio of anonymous_page_view/page_views and uses the ratio against the total number of visitors. All anonymous events use the same cookie_id constant. Digital Analytics sessionizer sends events to Exchange and then processes data overnight before using the data in reports or KPIs.
Mobile app dashboard
We are listening to you - our customers - and working to streamline our solutions with better style and usability. For this reason, we are temporarily removing the Mobile dashboard. In the meanwhile, you can access similar data by using Acoustic Experience Analytics (Tealeaf). For instructions about accessing this data, contact Support.
For information about the data that was available in the Mobile dashboard, refer to the following sections.
The Acoustic Analytics Mobile app dashboard provided highlights of recent mobile application activity. It displayed data for one app at a time.
The Mobile app dashboard metrics were calculated from data captured by Acoustic Experience Analytics (Tealeaf) (specifically, the appSessionOpen and appSessionClose events). Engagement data included the prior 7 days, not including the current day. All other mobile app dashboard metrics included the current day and the previous 6 days.
Key performance indicators
The key performance indicators provided a quick view of mobile app performance in four important areas: unique users, app launches, screens per session, and session duration.
- Unique app users
- The total number of unique users who used the app. Data is updated every 5 minutes.
- App launches
- The total number of times the app was launched. Data is updated every 5 minutes. You can access similar data in Tealeaf by using out-of-box events for these metrics.
- Screens per session
- The average number of screens viewed in each session. Data is updated every 5 minutes. You can access similar data in Tealeaf by using out-of-box events for these metrics.
- Session duration
- The average amount of time that users interacted with the app in each session. Data is updated every 5 minutes. You can access similar data in Tealeaf by using out-of-box events for these metrics.
App launches by region
This widget showed total app launches for six world regions for the current day and the prior 6 days (updated every 5 minutes). You can access similar data in Tealeaf by using the Geo report.
- This widget showed app launches by unique users, divided into four groups based on how often they launched the app during the last seven days: launched daily, launched 4 to 6 days per week, launched 2 to 3 days per week, or launched only one day per week. In each group, totals were shown for all users, iOS users, and Android users. The totals were for the last 7 days and did not include the current day.
- App launches by app versions
- This widget showed the total number of app launches for each version of iOS and Android devices for today and the prior 6 days (updated every 5 minutes), and the total number of launches during this period for all versions of each device type.
- Top device models
- This widget showed the top five mobile device models that your customers used to launch the app on the current day and during the prior 6 days (updated every 5 minutes). It also showed the number of launches your customers performed using each device model.