# Web Analytics

## Product Overview

This report aims to comprehensively analyze the traffic acquisition (Acquisition), user behavior (Behavior) and business conversion (Conversion) of the website. Its core logic is based on the **"Cause-Effect" model** and **the "Session" mechanism** , which can accurately restore the whole-link behavior of users from clicking ads/links (cause) to generating purchases/add-to-cart (effect).

## Core Logic

## Cause & Effect

The system divides user-generated events into two categories and conducts correlation analysis through user IDs.

-   **Cause: The** source action of traffic. Including clicking on ads, clicking on influencer links, organic search, viewing pages.
    
-   **Effect:** Conversion results brought by traffic. Including viewing products, adding to shopping cart, completing checkout, etc.
    
-   **Association mechanism:** Associate the "cause" event with the "effect" event through User ID to ensure that the actual conversion generated by traffic guidance is analyzed.
    

## Session

In order to measure customer engagement, the system introduces the concept of "session".

-   **New session determination:** On the same device (Device ID), if the time interval between the current event and the previous event exceeds **30 minutes (1800 seconds)**
    

If this is the first event of the device, it is recorded as a new session.

## Engaged Session

The system defines an "engaged session" to identify high-quality access that meets **any one** of the following conditions:

1.  Conversations last longer than **10 seconds** .
    
2.  Session depth (pages visited) exceeds **1 page** .
    
3.  A critical event has occurred (adding to shopping cart `product_added_to_cart` or completing checkout `checkout_completed` ).
    

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## Metrics

The following metrics are calculated based on the selected time range, time zone, and filter.

1.  ## Traffic and Spend
    

<table><tbody><tr><td><div><p>Name</p></div></td><td><div><p>Description</p></div></td></tr><tr><td><div><p><code>spend</code></p></div></td><td><div><p><b>Multichannel cost aggregation </b>.</p></div><div><p>The system automatically associates and accumulates the cost of the following channels based on the Campaign ID of the traffic source.</p></div><div><ol><li><div><p>Ad platform (Google/FB Ads)</p></div></li><li><div><p>Affiliate Marketing (Impact, ShareASale)</p></div></li><li><div><p>Influencer Marketing</p></div></li></ol></div></td></tr><tr><td><div><p><code>total sessions</code></p></div></td><td><div><p>The total number of unique sessions (Session Unique IDs) generated within the selected range.</p></div></td></tr><tr><td><div><p><code>unique users</code></p></div></td><td><div><p>The total number of users deduplicated within the selected range.</p></div></td></tr><tr><td><div><p><code>returning users</code></p></div></td><td><div><p>The number of users whose session sequence number is greater than or equal to 2. That is, the user is visiting for the second or more times.</p></div></td></tr></tbody></table>

## Engagement

<table><tbody><tr><td><div><p>Name</p></div></td><td><div><p>Description</p></div></td></tr><tr><td><div><p><code>engaged sessions</code></p></div></td><td><div><p>Number of sessions that meet the definition of "interactive session" (duration &gt; 10s, depth &gt; 1, or critical behavior).</p></div></td></tr><tr><td><div><p><code>engagement rate</code></p></div></td><td><div><p>Interactive sessions as a proportion of total sessions.</p></div></td></tr><tr><td><div><p><code>event per session</code></p></div></td><td><div><p>The average number of user behavior events that occur per session.</p></div></td></tr></tbody></table>

## Conversion

<table><tbody><tr><td><div><p>Name</p></div></td><td><div><p>Description</p></div></td></tr><tr><td><div><p><b>Homepage View UV</b></p></div></td><td><div><p>The "fruit" event is the number of deduplicate users viewing the page with the path to the home page ( <code>/ </code>).</p></div></td></tr><tr><td><div><p><b>Product View UV</b></p></div></td><td><div><p>The "fruit" event is the number of deduplicate users viewing the item ( <code>product_viewed </code>).</p></div></td></tr><tr><td><div><p><b>ATC Users</b></p></div></td><td><div><p>The result event is the number of deduplicate users added to the shopping cart ( <code>product_added_to_cart </code>).</p></div></td></tr><tr><td><div><p><b>Purchasing Users</b></p></div></td><td><div><p>The result event is the number of deduplicate users who completed checkout ( <code>checkout_completed </code>).</p></div></td></tr><tr><td><div><p><b>Number of Purchases</b></p></div></td><td><div><p>Total number of orders completed for checkout (without duplicating users, deduplicating order IDs).</p></div></td></tr></tbody></table>

## Revenue

<table><tbody><tr><td><div><p>Name</p></div></td><td><div><p>calculation logic description</p></div></td></tr><tr><td><div><p><b>Purchase Conversion Rate</b></p></div></td><td><div><p>The proportion of users who generate purchases to total visitors.</p></div></td></tr><tr><td><div><p><b>Revenue</b></p></div></td><td><div><p>The total conversion value brought by all "completed checkout" events (usually the discounted amount).</p></div></td></tr></tbody></table>

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## Dimensions and filtering

Metrics can be broken down into the following dimensions:

-   **Channel: A** primary source of traffic (e.g. Social, Search, Direct).
    
-   **UTM parameters:** Standard marketing tracking parameters, including:
    
    -   `utm_campaign` (Advertising campaign)
        
    -   `utm_source` (Source of advertising)
        
    -   `utm_medium` (Advertising Media)
        
    
-   **Landing Page (landing page): The** first page path ( `page_url_path` ) where the user enters the website.
    

## Data export

The system supports exporting all the above metrics to CSV format.

## Example

Assuming the user's behavior path is `Direct - > Google Ads - > Facebook Ads - > Deal ($1)`

The first step:

Transform the relationship into:

-   `Direct - > Deal`
    
-   `Google Ads - > Deals`
    
-   `Facebook Ads - > Deals`
    

In this report, it will be displayed as follows:

<table><tbody><tr><td><div><p>Channel</p></div></td><td><div><p>Revenue</p></div></td></tr><tr><td><div><p><code>Direct</code></p></div></td><td><div><p>$ 1</p></div></td></tr><tr><td><div><p><code>Google Ad</code></p></div></td><td><div><p>$ 1</p></div></td></tr><tr><td><div><p><code>Facebook Ad</code></p></div></td><td><div><p>$ 1</p></div></td></tr><tr><td><div><p>Total value</p></div></td><td><div><p>$ 1</p></div></td></tr></tbody></table>