Analytics terms

  • Updated

The Analytics view measures the performance of content and how content contributes to overall business goals — from first-touch to closed-won revenue. 

Content analytics

  • Articles Viewed – The number of articles that registered one or more pageviews during the reporting period.

    If a visitor views the same article multiple times, it counts as one article. Optimizely Content Marketing Platform (CMP) JavaScript stores the article ID when a visitor loads the page; if no JavaScript, the pixel captures this data.

    Required:

    • Pixel published on article page (required)
    • CMP JavaScript on page (recommended but not required)
  • Pageviews – The number of pageviews received during the reporting period across articles.

    Each time a visitor loads the page, an additional pageview is counted. CMP JavaScript stores the article ID and increments the pageview count when a visitor loads the page; if no JavaScript, the pixel captures this data.

    Required:

    • Pixel published on article page (required)
    • CMP JavaScript on page (recommended but not required)
  • Unique Visitors – The total number of unique individuals who visited articles during the reporting period.

    If a visitor visits more than one article, they are only counted once in this total. CMP JavaScript stores the article ID and assigns a visitor a unique identifier throughout their session; if no JavaScript, the pixel captures the user's IP address and user agent which are used to identify unique visitors.

    Required:

    • Pixel published on article page (required)
    • CMP JavaScript on page (recommended but not required)
  • Attention Time – The average amount of time a user has spent engaged on an article page.

    This is a calculation based on engaged time: it sums the engaged time of users and divides the sum by the number of pageviews. Engaged time is captured by the CMP JavaScript, which fires an event if a visitor has the page in focus and has scrolled or moved the cursor in the last 5 seconds. After 5 seconds of not moving the mouse or not looking at the page (perhaps the user is in another window or tab), CMP takes the current time and subtracts it from the time the user started being engaged.

    For example, if a user loaded the page, scrolled or moved the mouse for 7 seconds, then stopped and went to get some water, the total engaged time would be 12 seconds because they were active for 7, and it assumes you were active the last 5 seconds.

    Required:

    • Pixel published on article page (required)
    • CMP JavaScript on page (required)
  • Engagement Rate – The percentage of total pageviews where users were engaged with a piece of content for more than 30 seconds.

    This is a calculation based on engaged time: it divides the sum of pageviews where engaged time was more than 30 seconds by the total number of pageviews, multiplied by 100. Engaged time is captured by the CMP JavaScript, which fires an event if a visitor has the page in focus and has scrolled or moved the cursor in the last 5 seconds. After 5 seconds of not moving the mouse or not looking at the page (perhaps the user is in another window or tab), CMP takes the current time and subtracts it from the time the user started being engaged.

    For example, if a user loaded the page, scrolled or moved the mouse for 7 seconds, then stopped and went to get some water, the total engaged time would be 12 seconds because they were active for 7, and it assumes you were active the last 5 seconds.

    Required:

    • Pixel published on article page (required)
    • CMP JavaScript on page (required)

Channels

You can customize channel groupings by contacting your CMP technical consultant. The default channel groupings are:

  • Direct – When a user types in a URL or visits a site based on a bookmark, this is considered direct traffic. Additionally, any other time that a referrer cannot be detected (such as a link within a document or from a chat system), traffic is categorized as direct. This is captured in the following way (and is case-sensitive). 
      Source exactly matches direct AND
      Medium exactly matches (not set)
      OR
      Medium exactly matches (none)

    Required:

    • Pixel published on article page 
    • CMP JavaScript on page
  • Display – Traffic from display advertising, such as banner ads, are categorized as display traffic. This is captured in the following way (and is case-sensitive). 
    Medium matches regex ^(display|cpm|banner)$
OR
Ad Distribution Network exactly matches Content

    Required:

    • Pixel published on article page 
    • CMP JavaScript on page
  • Email – Email traffic are views that originate from emails containing links to your website. This is captured in the following way (and is case-sensitive). 
    Medium exactly matches email

    Required:

    • Pixel published on article page 
    • CMP JavaScript on page
  • Organic Search – This traffic is defined as visitors coming from a search engine, such as Google or Bing. Organic traffic relates to SEO: you get more organic results the better you rank for impactful keywords. This is captured in the following way (and is case-sensitive). 
    Medium exactly matches organic

    Required:

    • Pixel published on article page 
    • CMP JavaScript on page
  • Other – When the medium and source do not match any channel description, they appear under Other. This is captured in the following way (and is case-sensitive). 
    Sessions don't match any channel description.

    Required:

    • Pixel published on article page 
    • CMP JavaScript on page
  • Paid Search – This traffic is defined as visitors coming from a link in a paid ad in a search engine, such as Google or Bing. This is captured in the following way (and is case-sensitive). 
    Medium matches regex ^(cpc|ppc|paidsearch)$
AND
Ad Distribution Network does not exactly match Content

    Required:

    • Pixel published on article page 
    • CMP won't show up as [referral] unless they are tagged with utm_medium=referral. This is captured in the following way (and is case-sensitive).
  • Medium exactly matches referral

    Required:

    • Pixel published on article page 
    • CMP JavaScript on page
  • Social – The counts the traffic that originates from social media platforms such as Facebook, Twitter, LinkedIn, and so on. The more users who share your content, the greater the chances of visitors coming to your site from the shared links on the various social media platforms. This is captured in the following way (and is case-sensitive). 
    Social Source Referral exactly matches Yes
  OR
Medium matches regex ^(social|social-network|social-media|sm|social network|social media)$

    Required:

    • Pixel published on article page 
    • CMP JavaScript on page

ROI

To view return on investment (ROI) metrics, you must first integrate Marketo, Eloqua, or Salesforce into your Content Marketing Platform (CMP) instance.

  • Leads Generated – The number of visitors who visited content then converted into a lead/contact during the reporting period.

    Leads generated are visitors who viewed content on your site, then subsequently converted into an Eloqua contact or Marketo lead by filling out a sign-up or subscription form connected to that system. They must have converted to a lead within 24 hours of visiting content to count in this figure.

    Required:

    • Marketo or Eloqua integration and Marketo/Eloqua JavaScript on page
    • Pixel published on article page 
    • CMP JavaScript on page
  • Leads Reached – The number of existing leads/contacts who visited content during the reporting period.

    Leads reached represents the number of Eloqua contacts or Marketo leads that viewed one or more pieces of content (each lead/contact is counted only once in this summary figure, no matter the number of articles they viewed). They must have already been a contact/lead at the time they viewed the content.

    Required:

    • Marketo or Eloqua integration and Marketo/Eloqua JavaScript on page
    • Pixel published on article page 
    • CMP JavaScript on page
  • Pipeline Generated – The revenue associated with opportunities that were created after a lead read a piece of content.

    Content-generated pipeline is the sum of the Amount field of all opportunities in Salesforce (of any status, including open, closed/won, closed/lost) that were created after a lead read a piece of content within a year prior to the reporting period. To appear in this figure, the least must also be a contact on that Salesforce opportunity and the opportunity must have been created during the reporting period set at the top of the screen.

    Required:

    • Salesforce integration
    • Marketo or Eloqua integration and Marketo/Eloqua JavaScript on page
    • Pixel published on article page 
    • CMP JavaScript on page
  • Pipeline Influenced – The revenue associated with opportunities whose contacts interacted with content during the reporting period.

    Content-influenced pipeline is the sum of the Amount field of all opportunities in Salesforce that were open at any point during the reporting period set at the top of the screen. To appear in this figure a contact on the opportunity must have interacted with a piece of content during the reporting period.

    Required:

    • Salesforce integration
    • Marketo or Eloqua integration and Marketo/Eloqua JavaScript on page
    • Pixel published on article page 
    • CMP JavaScript on page
  • Revenue Influenced – The revenue associated with closed/won opportunities whose contacts interacted with content at any point before the opportunity closed.

    Content-influenced revenue is the sum of the Amount field of all opportunities in Salesforce that were closed/won during the reporting period set at the top of the screen. To appear in this figure, a contact on the opportunity must have interacted with a piece of content at any point.

    Required:

    • Salesforce integration
    • Marketo or Eloqua integration and Marketo/Eloqua JavaScript on page
    • Pixel published on article page 
    • CMP JavaScript on page

In the Content Marketing Platform (CMP), metrics are refreshed at 24-hour intervals. Therefore, you must wait a maximum of 24 hours before you can observe the changes within the analytics module.