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Step 6 - How to read and understand advanced reports (ShinyStat™ Business)

Monetary conversions - Conversions sources from campaigns

 ShinyStat Business
Which are the campaigns that generated the most conversions? Which ones the most revenue? Which ones the best conversion rate?
In the report Monetary conversions - Conversions sources - Conversions from campaigns you can see how many conversions have been generated by the active campaigns in the selected time period.

In the first summary table, you can find the conversions daily average and the sales daily average.

Filters
  • Time period: by using the drop-down menu you can filter the data for the time period you want to analyze.
  • Advanced calendar: you can select specific time periods other than those available with the drop-down menu "time period", thereby choosing freely the time period to examine. For more info on using the Advanced calendar, click here.
  • Select a Monetary Conversion: by using the drop-down menu you can filter the data for the Monetary Conversion you want to analyze.

Chart

The first pie chart shows the percentage distribution of all conversions resulting from differrent active campaigns, in the selected time period. The second pie chart shows the percentage distribution of all revenue resulting from active campaigns, in the selected time period.


Table

In every line of the table you will find for each campaign: the name given to the specific campaign during configuration, the number of conversions generated, the number of clicks, the number of visits, the number of bounce* visits, the conversion rate, the total revenue generated, the value per visit, and the average value.

Clicking on the "Details" icon you can verify in detail the user referrer for each conversion and for each Campaign, therefore gauging with great accuracy the return for money spent online.

Clicking instead on the "Trend" icon for each Campaign, you can access the report that shows the trend of conversions resulting from the specific campaign in the selected time period.

Value per visit

The "value per visit" is given by the total revenue resulting from conversions generated by the referrer under examination divided by the total number of visits from the same referrer in the selected time period.

                                              Value per visit = Revenue / Visits


This is an indication of the maximum amount that could be invested in the traffic source under examination.
In particular, in Keyword Advertising Campaigns (Pay per Click), the "value per visit" is a strategic factor, suggesting the maximum bid for each keyword.


Watch Out!
ShinyStat™ aggregates the data according to the "principle of the first referrer", ie. according to the initial source of the first visit.
For example: if a user enters the website for the first time coming from a search engine without effecting any conversion, and s/he comes back later through a campaign and converts, in the report about the Origin of Conversions, this conversion will be attributed to the search engine and not to the campaign, according to the "principle of the first referrer".
In the event that you wish to examine in detail all the conversions generated by a campaign, both when the campaign was the first referrer and when it was the last one, you can check the report called Monetary Global Conversions from campaigns.

This reports makes it possible to understand the relevance of campaign in the conversion process, as it lets you view for each conversion when the campaign was the first referrer and when it was the last one.

* Attention! Bounces are available since July 2010.



Campaigns
Traffic data from links configured as Google Analytics Campaign are displayed in the "Campaign Referers" report regardless of the traffic source in which the link was clicked (since 14th December 2017). For further information, please contact the ShinyStat  Support Centre


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