This topic describes analytic reporting for Optimizely Personalization. Analytic reports let you see the success of your campaigns, and which Personalization efforts work or do not work.
The reporting functionality in Optimizely Personalization covers a variety of useful information.
Optimizely Product Recommendations users and administrators can track and graphically monitor the following items:
- Total orders, revenue, and products sold
- Order, revenue and products sold through recommendations
- Average order value and units per order uplifts with product recommendations
- Best Performing pages
- Best Performing Widgets
The Optimizely Product Recommendations attribution model is the industry standard. If a visitor visits your site and clicks on a product recommendation, and then returns to the site within 30 days and buys the product they clicked and converted on, then full attribution for the conversion is given to Product Recommendations.
If a visitor engages with a product recommendation, returns to the site and purchases the item, plus other items they were not recommended, Product Recommendations are only attributed the revenue generated from the recommended item and that they engaged with (clicked on) - not the entire basket value.
For example: A visitor is recommended a T-shirt for $5.50 while browsing the site. The visitor clicks on the recommended T-shirt, however they leave the site without purchasing. The visitor returns later that day and purchases 2 of the T-shirts they were recommended and engaged with. They also purchase a jumper for $14 that they were not recommended. The order total is $25 and the total revenue attributed to Product Recommendations would be $11 (which is 2 T-shirts at $5.50 each). If the visitor buys multiple units of the same item that was recommended to them and they clicked on, this collective sum is attributed to Product Recommendations. Equally, if it was just one item, the sole value of that one item is attributed to Product Recommendations.
Product Recommendations can produce a graph that plots attribution against time. This shows when most people convert after being shown a product recommendation. The metrics used are CPC against time. On average, 85% of conversions occur within 24 hours.
The Orders tab shows orders from online channels tracked by Optimizely Personalization.
From the Reports tab, select Recommendations, then click the Orders tab.
- Time range – At the top of the page you can choose the time range for the reports. Week is the default selection, which shows information from the past 7 days. You can also choose Month, 3 Months or a custom time range. When you change the time range, click Update to refresh the results.
- Currency – Select the currency you would like to report on.
- Export CSV – You can export any of the reports you are viewing to a CSV file by clicking Export CSV.
- Total orders – Shows the total number of transactions tracked on the site as two units of measurement.
- Optimizely Recommendations – The number of orders in which an Optimizely product recommendation was purchased.
- Average percentage from Optimizely recommendations. The percentage of orders in which an Optimizely product recommendation was purchased.
- Total revenue
- From Optimizely recommendations – Shows the revenue generated from products bought through product recommendations, which is measured by totaling the unit value of products clicked and purchased via recommendations.
- Average % from Optimizely recommendations – Shows the percentage of total revenue from Optimizely Product Recommendations.
- Products sold – Shows the total number of units sold on the site.
- From Optimizely recommendations – Shows the revenue generated from products bought through Product Recommendations.
- Average % from Optimizely recommendations – Shows the average percentage of products sold from Optimizely Product Recommendations.
- Average order value – Shows the average value of orders that contained an Optimizely product recommendation compared to those that did not over the period.
- Average units/order – Shows the average number of units purchased in orders that contained an Optimizely product recommendation compared to those that did not.
- Recommendation revenue from Optimizely – Shows a graphical view of the total revenue from product recommendations (left-hand axis), and % of product recommendation revenue (right-hand axis), with the time period on the base line, to monitor the peaks and troughs in behavior.
- Orders data table – Shows revenue and products shown in a table. You can organize orders, revenue, and products sold by the following columns.
- total number of tracked transactions, revenue or units sold for that date
- total number of orders, revenue, or units sold, that contain or were sold through an Optimizely product recommendation
- the percentage of orders or products sold that contain an Optimizely product recommendation
Site engagement tab
The Site Engagement tab shows page impressions, clicks, and click-through rates (CTRs) for product recommendations across your site.
- Total impressions – Shows the total number of page impressions where product recommendations were served.
- Total clicks – Shows the total number of clicks that have occurred on product recommendations.
- Click through rate – Shows a percentage and is worked out on the sum of clicks divided by the sum of impressions.
- Click to purchase conversion – Shows a percentage, and calculated on the sum of purchased recommended products divided by sum of clicks.
- User recommendation conversion – Shows the number of unique visitors who purchased a product recommendation, compared to the number of unique visitors who viewed a product recommendation, again shown as a percentage.
- Impressions versus click through rates – Shows a graphical representation of this information. The bars show the daily total number of page impressions with product recommendations, and the line shows the daily click through rate for product recommendations.
- Site Engagement data table – You can organize the data by the following columns.
- Total number of impressions
- Total number of clicks
- Percentage of product recommendations that were clicked
- Percentage of purchased product recommendations after having been clicked on
- Percentage of unique visitors who purchased from product recommendations versus unique visitors who saw product recommendations
The Products tab shows the best-selling products on the site based on the revenue generated from Product Recommendations.
- Average order value – Shows the average order value of orders that contained an Optimizely product recommendation compared to those that did not over the specified period.
- Average units/order – Shows the average number of units purchased in orders that contained an Optimizely product recommendation, compared to those that did not, again over the specified period.
- Revenue from Optimizely – Shows revenue generated from Optimizely product recommendations on a daily basis through the time period, providing a visual to see trends in behavior.
- Best-selling products data table – The table in the portal shows the top 10 products. However, you can export a full list by clicking Export CSV – You can organize the data by the following columns.
- Product code used to identify the product
- Title of the product
- Total number of units sold on the site
- Number of units purchased through product recommendations
- Total revenue of the product on the site
- Total revenue of the product through product recommendations
- Number of impressions
- Click-through rate (CTR).
- Click to purchase (CTP).
Page Types tab
The Page Types tab shows page types on the site where product recommendations are served, and how much Product Recommendations revenue is generated from each page.
- Page type report by revenue – A pie chart shows which page types are generating the most Product Recommendations revenue.
- Page Type data table – You can organize the data by the following columns.
- Page type names where product recommendations are present
- Number of impressions for that page type
- Number of clicks on product recommendations for that page type
- Click-through rate (CTR) for product recommendations, which is shown as a percentage, calculated by sum of clicks divided by sum of impressions
- Items Bought shows the number of items purchased through product recommendations on that page type
- Click to Purchase (CTP) rate for product recommendations shows a percentage, calculated by sum of purchased recommended products divided by sum of clicks
- Revenue generated from product recommendations on each page type.
The widgets reporting page is similar to the Page type report, but with finer detail for individual widgets, because some pages may have more than one widget.
- Widget report by revenue – The pie chart presented to visitors shows which widgets are generating the most revenue.
- Widget data table – Shows similar information as Page Types, except based at the widget level. Click a widget name to see the individual position performance details within a widget. You can organize the data by the following columns.
- Click-through rate (CTR)
- Items bought
- Click to purchase (CTP)
Server Metrics tab
The Server Metrics tab shows two graphs:
- Number of product recommendations served per day
- Average time it takes to generate product recommendations and return them to a site (that is after a tracking request is sent)
Conversion summary tab
The Conversion summary tab shows the ranking of products based on their overall conversion and page views on a site. It does not focus on product recommendations but can provide accessible, actionable insights based on your whole siCte and all visitors and all orders.
- High converting – Any product that is in top 10 of the highest 10% of conversions
- Low converting – Any product that is in the lowest 10 of the lowest 10% of conversions.
- High traffic – Any product that is in the top 30% of page views.
- Low traffic – Any product that is in the lower 40% of page views, and with the very lowest 10% excluded.
The following list shows the various combination views of conversion data, which are displayed in the tabs on the Conversion summary view.
- High converting, high traffic – The best 10 best converting products on the site from the top 30% of products with most page views.
- High converting, low traffic – The best 10 best converting products on the site from the 40% of products with the least page views, excluding the 10% of products with the lowest number of page views.
- Low converting, high traffic – The worst 10 converting products on the site from the top 30% of products with most page views.
- Low converting, low traffic – The worst 10 converting products on the site from the 40% of products with the least page views, excluding the 10% of products with the lowest number of page views is displayed.
Rank and trend view
The Conversion rank and trend view lets you generate a Top 5 report of products, categories or brands sold on your site, based on a combination of criteria – best or worst performing by page views, revenue or conversion. The generated report shows data on the total page views, units bought, conversion, revenue per page view and total revenue from all sales on your whole site.
The Search tab shows the terms used in a site search that returned no results.
You can sort by the following criteria:
- The term that was searched
- The number of times a term was searched
- The number of unique visitors who searched for a term
AB tests tab
The AB tests tab shows the results from the latest Product Recommendations A/B test on a site, and past tests.
You can do the following in the AB tests view.
- Filter the results to specific dates.
- Set the control group.
A/B testing supports up to 5 groups so you can view A-to-E testing.
- Select a specific currency that you want to examine.
- In the table you can view and compare key metrics on the site between all test groups, such as:
- Visitor sessions
- Site revenue
- Conversion rate
- Average order value through average selling price and units per order
- Recommendation engagement and revenue
The Daily Charts view shows graphs for revenue generated, visitor-to-order conversion rates, average order value, average selling price, average number of units sold, and number of sessions per day on the site.
The Uplift charts view shows graphs displaying the revenue, conversion, and average order uplift value for a chosen test group versus the control group for the selected date range (which is cumulative) and over the past 7 days.