Understanding Analytic Results
When you are reviewing the analytic data available for spots and tasks, it is helpful to understand some key concepts.
How Do I Know If My Content Is Performing Well?
When you create a task to deliver content, you typically have a goal in mind. Examples of those goals might be increasing the number of people who create accounts on your site, increasing product purchases, or increasing subscriptions to your blog or newsletter.
Conversion Rate
The percentage of users who complete your goal is the conversion rate. The act of completing the goal is known as a conversion.
For example, you create a task with content that encourages people to subscribe to your blog. Out of 100 members of your target audience, 70 subscribe to the blog. Your conversion rate for the task equals 70%.
You can see conversion rates throughout SAS Customer Intelligence 360, including the tiles on the Home page and the Insights tab of tasks and spots. However, not all of the task types contain the same amount of analytic data.
Impressions Delivered and Viewable
An impression refers to the content being made available to a user. Impressions are typically categorized in two ways:
- An impression, sometimes also called impression delivered, is an instance of your content that is delivered. For example, when a task results in a creative being displayed on your site, that posting of the creative becomes an impression. However, delivery does not guarantee that the participant sees the content. For example, if your task posts a creative to a place on your website that is not visible on the screen, your participant might never see the creative. This counts as an impression whether the creative is visible or not.
- An impression viewable occurs when your content is delivered and a certain percentage of your content is visible for a minimum amount of time. You can set impression limits by user or by session. The limits that you set are valid for the duration of the task.
Measuring Performance with Metrics
In order for the analytics to show data that reflects whether your goal was reached, you need to create a primary metric to reflect that goal. Metrics measure user actions that the system can detect, such as a person clicking a spot on a web page. Metrics measure the success of the content being delivered by a task.
SAS Customer Intelligence 360 has different categories of metrics. Not all metric types are available for all task types:
A primary metric measures conversions to determine the success of a task or journey. A primary metric is defined using events or data views that correspond to the actions or behaviors that indicate a conversion.
- A secondary
metric measures other benchmarks that you are interested in.
You can add multiple secondary metrics to your tasks. For example, you might
want to learn more information about the people who subscribe to your
newsletter. You can create secondary metrics to capture this additional
information.
Note: Each secondary metric can have only one data view or event.