The Elements report shows which Web 2.0 applications visitors are using to dive deeper into your website.
Examples of actions that are typically tracked with Element tagging are AJAX hover-overs, dynamic content filters, portal views, and online videos. Usually, interaction with these elements does not open a new page but changes the content that is displayed on the current page. Therefore, standard Page View tagging and reporting are insufficient to accurately determine the performance of these elements. The Elements report is a dedicated resource for monitoring visitor interaction with these intra-page elements.
Because the Element Views metric signifies an interaction with an Element, interpretation of the results that are shown in the report depends on the nature of the Element in question. For example, low Element Views for a dynamic Product Details content area might signify that visitors are not engaging well with the product in question (for example, visitors view the product but do not seem to be interested in learning more about it). In this situation, the result might prompt a repositioning of the product, either in terms of price or presentation.
Low Element Views of a video play button might signify low popularity, which might mean that the video in question has poor visibility on the website.
Digital Analytics offers the ability to create report segments that use Element Names or Element Categories in their criteria. These segments can then be used to filter other Digital Analytics reports. For example, an Element segment can be applied to the Product Categories report to show which products were purchased by visitors that viewed that Element on your website. This data can then be used to drive future promotions.
Elements report use cases
Use case 1: Measure the value that product videos contribute to the website
Monitoring the overall conversion rate for an initiative might not be revealing much. More granular metrics are required to fully evaluate the contribution. Consider that the visitor interactions with the video features are not automatically tracked in Digital Analytics unless the Element Tag is deployed.
- Business objective
- Increase the browser-to-shopper conversion rate by offering product videos on product detail pages.
- Report analysis
- The Elements report analysis identifies the product videos that are being viewed on the website and the direct contribution the video views have on the browser-to-shopper conversion point. The analysis also reveals that not all products and product categories require video production investment. At a more granular level, various video tactics can be measured against each other to identify the optimal presentation style. Each function (Start, Stop, Forward, Backward, Pause, and so on) can be tagged with an Element tag, in this case, for deeper granular analyses.
- Actions
-
- Clearly state the website business objectives for the product videos.
- Identify the key performance indicators for the measurement of the initiative.
- Develop a naming convention and category strategy for the Element tagging implementation on the videos.
- Tag the video functions (Start, Stop, and so on) for the videos you want to track.
- Report the key performance indicators to all stakeholders for the agreed-on level of reporting.
- Analyze the data at a more granular level to determine which tactics encourage the preferred visitor behavior.
- Optimize the website based on visitor behavioral findings.
Use case 2: Measure and optimize category page Flex content filters
Monitoring the overall sales metric for this initiative might not be revealing much. More granular metrics are required to fully evaluate the contribution. Consider that the visitor interactions with the Flex content filters are not automatically tracked in Digital Analytics unless the Element Tag is deployed.
- Business objective
-
Increase browser to shopper conversion rate, in fewer page views, by offering Flex content filters on product category pages.
- Report analysis
- The Elements report analysis identifies the filters that visitors are interacting with on the website for specific product categories and the direct contribution the filters have on browser-to-shopper conversion. The analysis also reveals that not all content filters are required for specific product categories. At a more granular level, various content filters can be measured against each other to identify the optimal presentation style or positioning. Each filter (Size, Color, Style, Brand, Price, and so on) can be tagged with an Element tag in this case for deeper granular analyses.
- Actions
-
- Clearly state the website business objectives for the content filters.
- Identify the key performance indicators for the measurement of the initiative.
- Develop a naming convention and category strategy for the Element tagging implementation on content filters.
- Tag the content filters (Size, Color, and so on) as they apply to each category page that you would like to track.
- Report the key performance indicators to all stakeholders for the agreed-upon level of reporting.
- Analyze the data at a more granular level to identify the tactics that encourage the preferred visitor behavior.
- Optimize the website based on visitor behavioral findings.
Key performance indicators for the Elements report
By focusing on key performance indicators in the Elements report, you can monitor visitor use of intra-page elements.
The Elements report provides the following metrics in the default view.Note: The following list of metrics references the retail vertical. The finance vertical might refer to some metrics differently. For example, the Online: Orders metric is called Online: Applications in the finance vertical.
- Element Views
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The total number of times an individual element was viewed by visitors to your website for the date range selected. For category rows, the Element Views metric reports the sum of all element views for all individual elements included in the selected category for the date range selected. Although the term View is used, it is not necessarily the number of times that an Element appeared on a page. For example, for a play video button, this metric represents the number of clicks the play button received.
- Sessions
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The total number of sessions that included a view of the selected element for the date range selected. For category rows in the report, the Sessions metric is de-duped (Reports the total number of sessions in which at least one element in the selected category was viewed for the date range that was selected.).
Additionally, if you edit the Elements report, you can add these metrics.
- Element Views / Session
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The ratio of element views to visitor sessions: Element Views divided by Sessions. Element data is collected by the Element tag.
- Event Points
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The total number of event points for sessions where the particular element or element category was viewed during the specified time period.
- Event Points / Session
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The average number of event points per session: Event Points divided by Sessions. Event data is collected by the Conversion Event tag. Action Type = 1 reflects an initiation. Action Type = 2 reflects a completion. Passing Event Point values is optional.
- Events Completed
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If your website is using Conversion Events tagging and reporting, the Events metric reports the total number of events that were completed where a particular element or element category was viewed by the visitor during that same session.
- Online: Orders
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For Retail vertical clients, the Orders metric reports the total orders in sessions where a particular element or element category was viewed by a visitor.
- Online: Sales
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Total sales of purchased items calculated for orders completed via online channels.
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