Digital Reporting Reference Key
Traffic Analytics
Lead Delivery Method Tracking is the way visitors interacted with your site. A lead must have submitted a form, clicked-to-call, or completed another goal to make this list. A goal completion is confirmed traffic engagement and can be customized to your business’s needs.
Click To Call is the number of times a user on your website has actually clicked on your phone number or a “call now” call to action button. This communicates confirmed user engagement.
Forms submitted are the number of times that someone has provided and submitted information through an on-site contact form of some type. This communicates confirmed user engagement.
Additional Goals by Requests can be the tracking of purchases, views of a key page, the play of a video, download of a resource, etc. that you have identified that you wish to measure. Sympler can set up specific custom goals upon request.
Top 5 Traffic Sources are key indicators of where the majority of your online traffic is coming from. The core types of traffic we monitor are:
- Organic traffic is visitors who came to your site by searching for terms related to your product or service and they chose to click on an organic search result on a search engine. This is non-paid traffic / not pay-per-click.
- Referral traffic is visitors who came to your site by clicking on a link to your site from a different site. This can occur when a user clicks on a backlink built by Sympler.
- Direct traffic can be one of the following: User types in a URL, clicks on a bookmark, a link in an e-mail from Outlook or similar desktop software. Traffic will also read direct/none if a user clicks on a link in Skype, desktop messengers, any desktop software in general, a PDF, DocX, ODF, XLSX or a different type of document, a mobile app, a secured site, a URL-shortener or in a different scenario where certain JS is being used (rare). Direct is what Google categorizes sources that don’t have any data attached to it.
- Social traffic is visitors who came to your site from a social network or platform like Facebook, LinkedIn, Twitter, and more.
- Affiliate traffic is visitors who came to your site from another site that your site is associated with online.
- Display traffic is visitors who clicked on your online display ad or an image snippet and came to your site.
Traffic Profile
New Vs. Returning Visitor “New” are defined as visitors who are known not to have visited your site before and “Returning” are those who are known to have been to your site before.
Gender / Male and Female is the identification of those sources but only for those who have self-identified.
Age (18-65+) is the self-proclaimed ages of organic visitors who have visited your site in the last x amount of days.
Traffic Analytics Breakdown Section
The From (Source Medium) section is similar to the top 5 traffic sources but reports more granularly to provide a better view of where your traffic is coming from. You can also use this section to monitor other marketing efforts.
Amount (Count of Sessions) is the number of times a visitor has come from that particular source. This is also called “total traffic.”
Who (Gender / Male and Female) is the identification of those sources but only for those who have self-identified.
Who (Age (18-65+)) are the self-proclaimed ages of organic visitors who have visited your site in the last x amount of days.
How and With (Device Category & Browser) is an indicator of what type of device and what browser visitors are using to get to your website. It is important to identify this information so that you can make sure that visitors have the best user experience across all the devices and browsers.
Engagement (Goal Completions) are metrics that communicate when the visitors on your site who completed a goal. Examples of a goal are: filled out a form, clicked to call, engaged in live chat, and more.
Engagement (Goal Completion Rate) is the number of goal completions divided by the number of sessions. This is the rate at which visitors are engaging on your site.
Type (Scrolled to content) this is the type (self-labeled) of goal the visitor completed on-site.
Value (Revenue) is the total revenue earned from those sessions. This is only available for E-commerce partners or those who have identified the value of an engaging user.
Traffic Insights
Local Traffic Heat Map brakes down the location of where your site visitors are originating from.
Goal Completions are the number of engagements on your site as defined by what you wanted us to monitor such as form fills, clicks to call, downloads, etc. These are all customizable and can be changed at any time.
Hits are different from a session in that a hit refers to the number of total visitors to the site, no matter how many pages they visit.
Bounce Rate is single-page sessions divided into all sessions or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the analytics server.
Many visitors who leave a site after viewing a single page (called the entrance page) made their way to that page from a search engine. A quick exit might mean that the visitor found the information he or she was looking for and doesn’t have a need to view additional pages on the site.
More commonly, though, a high bounce rate can point to a problem, such as usability issues, confusing design, lack of enticement to explore further, or content that doesn’t match what the user is after. Optimizing your site pages so they better correlate with the search terms that are bringing users to your site can be one way to lower your bounce rate. You can also change any ads or keywords to more closely reflect the page’s content.
Traffic Comparison is a visual of the total number of sessions or visits to your site compared to the previous timeline communicates in the table. This is fully customizable.
Traffic Summary
Sessions are the total number of visits during a communicated timeline.
Page Views is the total number of pages people viewed on your site. One user may hit your homepage, click about us, then contact us page; that would be 3 page views for that one visitor.
The Traffic Geo Heat Map is a visual to provide a better idea of where your site traffic is coming from. The darker the circles, the denser the traffic referrals from that location.
Engagement Metrics
Bounce Rate This communicates the number of visitors who visited your site who left in 10 seconds or less. An average bounce rate can be anywhere from 40-60% and varies depending on the industry.
Average Time on Page can be an indicator of how engaged visitors are on your site. If you have a lot of content or resources that require a visitor to read or review, longer site durations would be a good indicator. If your site is an e-commerce site you could expect a short time on site because hopefully, visitors are finding what they need quickly.
Pages/Sessions is the average number of pages a visitor looks at on your site before leaving.
User Browser Monitoring details which browser, the number of sessions or visits, and the average time it took for the page download while using that browser. The lower the download time, the better the user experience. Lower load times typically result in better SEO and a higher conversion rate.
Operating System Monitoring details which operating system, the number of sessions or visits, and the average time it took for the server to respond. The lower the response time, the better the user experience. Lower load times typically result in better SEO and a higher conversion rate.
Organic Overview
#Goals Completed are metrics that communicate when the visitors on your site completed a goal. Examples of a goal are: filled out a form, clicked to call, engaged in live chat, and more.
#Impressions are the total number of potential customers who saw your brand organically in the last x amount of days (adjust the timeline on the top right of your report.)
#Clicks indicates how many times your site was found organically and clicked on by users on searching on search engines.
#Click Through Rate is the percentage of clicks a search result receives, divided by the number of times it’s viewed on the SERP (organic impressions.)
Nationwide Keyword Activity
Descriptions are available on the report. For local (non-national) keyword results, please use Serps.com or contact hello@sympler.com.
Before Sympler
#1st Page Google/Total Keywords illustrates how many keywords you were ranking for on the first page of Google.
Total Keywords are the total amount of keywords you were ranking for before starting with Sympler.
Current State
#1st Page Google/Total Keywords illustrates how many keywords you were ranking for on the first page of Google that was physically searched and resulted in a user seeing your site show up on the Google search engine. We do not report keywords that were not searched.
Total Keywords are the total amount of keywords that are currently ranking for that were physically searched and resulted in a user seeing your site show up on the Google search engine. We do not report keywords that were not searched.
Website Visibility Comparison is a graphic of your organic impressions (potential customers who saw your brand online) for the past time frame compared to the time frame listed. This is fully customizable.
Website Page(s) Popularity details each of the pages on your site that were the most popular over the time period communicated, giving you insight into which pages resonate most with your visitors.
URL Clicks communicates the total number of clicks to your website from your URL variations appearing on search engines and paid platforms.
URL CTR communicates the rate at which a user sees then clicks your website after being found online. CTR stands for click-through rate.
URL Clicks Comparison is a graphic of your organic clicks for the past time frame compared to the timeframe communicated.
Paid Advertising Overview
Customer Opportunities, Interested Customers, and Confirmed Engagement all definitions are listed on the report. Please contact hello@sympler.com for any additional questions.
Daily Performance shows a day-by-day graph of your website’s clicks and impressions. An impression is a potential customer who physically saw your ads online after searching for a relative term, service, product, etc. A click is a user who has responded to your paid ad by clicking through to your site to learn more.
Vertical Performance details how your paid ads are performing by impressions, clicks, and click-through percentages. This helps you identify the best performing ads so that Sympler can make adjustments to those that may not be performing as well.
An Adgroup is a specific ad with one theme. Adgroups target specific audiences and include different types of keywords and copy variations that rotate when users search key terms that result in your ad showing online.
This table also communicates the device they saw your ad on and used to get to your site.
An impression is how many users saw your advertising and clicks are how many of those users chose to click to learn more.
The click-through-rate (CTR) communicates the percentage of users who see and click on your ad groups.
Demographics
Gender / Male and Female is the identification of those sources but only for those who have self-identified.
Age (18-65+) are the self-proclaimed ages of organic visitors who have visited your site in the last x amount of days.
Keyword Performance provides a deeper dive into what keywords are actually being searched by users that resulted in your ad showing up.
This table also communicates the device they saw your ad on and used to get to your site after typing in the specified keyword.
An impression is how many users saw your advertising and clicks are how many of those users chose to click to learn more.
The click-through-rate (CTR) communicates the percentage of users who see and click on your ads after typing in the focus keyword.
Campaign Performance is a deeper dive into how different parent campaigns are performing. A Campaign is a specific parent ad with one theme. Campaigns have multiple ads and Adgroups within them, including different types of keywords and copy variations that rotate when users search key terms that result in your ad showing online. RT means retargeting, this is the action of marketing to a user who has already visited the site in the past and shown interest.
E-commerce Overview
Top Level Ecommerce Analytics provides a detailed look at the total revenue, average order value, conversion rate percentage, number of transactions, and how many products were purchased.
Purchaser Profile communicates the number of transactions and total revenue of new and returning visitors based on gender and age. This tells a better story of what your average customer looks like.
Product Breakdown
Cart-to-Detail Rate is part of Google’s Product Performance Report. This percentage represents the number of products that were added to a shopping cart per the amount of product detail views.
Buy-to-Detail Rate is the percentage of products bought after product detail views
Traffic Analytics Breakdown
The From (Source Medium) section is similar to the top 5 traffic sources but reports more granularly to provide a better view of where your traffic is coming from. You can also use this section to monitor other marketing efforts.
Amount (Count of Sessions) is the number of times a visitor has come from that particular source.
Who (Gender / Male Vs. Female) is the identification of those traffic sources but only for those who have self-identified.
Who (Age (18-65+)) are the ages of visitors who have visited your site for e-commerce who’s age Google is able to capture.
How and With (Device Category & Browser) is an indicator of what type of device and what browser visitors are using to get to your website. It is important to identify this information so that you can make sure that visitors have the best user experience across all the devices and browsers that are finding your site. This plays a big role in your site’s conversion rate.
How Many details show the number of visitors that came to your e-commerce site and engaged.
Engagement (Goal Completions) are the visitors to your site who actually made a transaction, clicked to call, chatted, or any other action you’ve identified as an e-commerce goal.
Engagement (Goal Completion Rate) is the number of goal completions divided by the number of sessions.
Value (Revenue) is the total revenue earned from those users/sessions.