Webtrekk Analytics Training Chapter. Custom Reports. Document version

Transcription

1 Webtrekk Analytics Training Chapter Custom Reports Document version

2 Table of contents 1 What are reports? 2 Accessing a report 2.1 Reports in the main menu 2.2 Report overview 2.3 Report view 2.4 Manual export 2.5 Sharing via link 3 Setting up and editing a report 3.1 Setting up a report 3.2 Editing reports 3.3 Adding report elements 3.4 Report options 4 Tips for an effective reporting

3 1 What are reports? A report often consists of several individually configured analyses. It can be dispatched automatically via .

4 1 What are reports? Besides analyses there are further elements that are only available in reports. Report Filter Dynamic Box Single KPI Sparkline Analysis (only diagram) Analysis (only table) Reports also provide the possibility to use Live elements. These show information in near real time. Detailed information can be found in the training chapter on Live Elements in Reports.

5 1 What are reports? Only reports can be shared with other users. These users can access the report and if they have the corresponding rights edit the report. Reports can be linked among each other. This enables you to create a general report that links to more detailed reports. Dashboard Performance Website Report on Campaigns Report on Content Report on E-Commerce

6 2 Accessing a report

7 2.1 Reports in the main menu The report section in the main menu contains a link to the report overview as well as a list of the report favorites. The report favorites can be expanded in order to show the containing elements of the type Analysis and directly navigate to the corresponding analyses. Link to the report overview Report favorite Analysis contained In the report overview, reports can be marked as favorites.

8 2.2 Report overview The report overview lists all available reports and provides various functions. Reports can be structured by using folders. Often it is useful to cluster the reports by topics (e.g., folders for Marketing, Management) or by department. Folder Report

9 2.2.1 Report folders Reports can be added to folders by doing one of the following thinks: Dragging & Dropping the report in the corresponding folder Choosing the folder in the report options Selecting the reports and clicking on the following symbol: Each report can be stored in exactly one folder. New folders can be created by clicking on the corresponding symbol. Empty folders (i.e., folders that do not contain a report) cannot be saved.

10 2.2.1 Report folders In the report overview, reports can be shown with and without folders. Folders can be renamed or removed using the extended options.

11 2.2.2 Columns Several information can be shown by selecting different columns: Categories: allow for sharing reports with other users Grouping: e.g. Reports created by me, Reports shared with me, Webtrekk reports Created at/by Last edited at/by Period Schedule: Is the scheduled dispatch activated or not? Using the table configuration, you can choose which information is shown.

12 2.2.3 Sorting and Search Sorting You can sort ascending or descending for a column by clicking on it. The sorting is saved for each user and account. Search You can search for the Title, Description, Category and Folder. The result is shown as list.

13 2.2.4 Actions and other options For reports, you can perform the following actions: Actions Edit Create copy: Enables you to copy the report, also across accounts. The used filters can be adapted. Add to favorites: The report is shown in the main menu. Delete Other options Set as landing page: The report is shown directly after logging in to Webtrekk. Enable start dialog: Allows for adapting the time period and report filters before the calculation starts. Report options: Opens the report options. Share: Creates a link that allows to directly access the report. To access the report, it is necessary to login to Webtrekk.

14 2.2.5 Selecting more than one report Reports can be selected by clicking on the checkboxes. Reports selected that way can altogether be deleted or moved to another folder.

15 2.3 Report view The report view shows the report content and offers various options. Full screen mode Description Change the depicted time period Preselected is the report time period Edit mode manual export Share (via link) Table of contents Report elements

16 2.4 Manual export In the report view, reports can be exported ad-hoc as or download. Export formats: CSV, Excel, PDF Only in PDF files diagrams, visualizations and dynamic boxes are integrated. addresses of recipients can be separated by spaces, commas, semicolons or line breaks ( ENTER ). Please note that this is a one-time export. Scheduled exports can be configured in the report options.

17 2.5 Sharing via link In the report view, you can copy a link to this report. This way, you can share the report by sending the link to other Webtrekk users. When clicking the link, the user is forwarded to the report when he logged in. Please note that the user must have access to the report. This can be configured in the report options by assigning the report to a category.

18 3 Setting up and editing a report

19 3.1 Setting up a report There are two ways to create a new report: 1. Via Reports > Overview > Create new report. 2. Via adding an existing analysis to a report. For doing so, select the dialogue Add as > Report element within an analysis. A new window will open; choose new report here. Afterwards, basic properties of the report can be configured. Further information can be found in the section on report options.

20 3.2 Editing reports In the Edit Mode, all elements can be configured, arranged and new elements can be added. The following adaptions can be made: Add and edit elements and report filters Changing the report options (e.g. dispatch via , sharing reports, time period) In the edit mode, the data values that are shown are sampled to increase the calculation speed.

21 3.2 Editing reports Delete the report filter Edit element Delete element Rescale the element Move the element via drag and drop Copy element

22 3.3 Adding Elements In the Edit Mode, further elements can be added to reports. The following elements are available: Analysis / Analysis Live Single KPI / Single KPI Live Sparkline / Sparkline Live Dynamic Box Information on Live Elements (which are optionally available) can be found in the training chapter on Live Elements in Reports.

23 3.3.1 Analysis In the window Add analysis an analysis can be chosen. The default setup is loaded, which then can be customized.

24 3.3.1 Analysis Alternatively, within an analysis (outside of a report) you can choose Add as > Report Element. Afterwards, choose the report to which the analysis should be added or choose to create a new one. Moreover, you can change the setting for the analysis to be taken over.

25 3.3.2 Single KPI and Sparkline Metrics and Formulas can be shown in a report as Single KPI or Sparkline. Single KPI shows the total number, Sparkline shows the development on a daily basis.

26 3.3.2 Single KPI and Sparkline The options allow to adapt the configuration. Adaptions made here only have an effect on this specific Single KPI or Sparkline. The following adaptions can be made: Changing the title Filtering Decimal Places shown Alternative time period (is shown in the element) Activating the comparison

27 3.3.2 Single KPI and Sparkline In general, a time comparison should be activated for each metric or formula. Only by doing so a quick evaluation is possible. Single KPI The comparison is shown below the value of the formular or metric. The comparison time period is visible on mouse over. Sparkline The comparison period is shown in grey. Details are visible on mouse over.

28 3.3.2 Single KPI and Sparkline When editing a Single KPI or Sparkline, you can either choose Other period or Sliding window. Other period Use the calendar to choose the comparison period. Sliding window The comparison period is chosen automatically. Here you also can choose whether the comparison period should include the same amount of each weekday. Preceding: In previous year: In previous quarter: In previous month: the period directly before the analysis period the same period one year ago the same period one quarter ago the same period one month ago

29 3.3.2 Single KPI and Sparkline Examples for dynamic time periods for the analysis period Sliding window setting Chosen time period Preceding Preceding + Match weekdays In previous month In previous month + Match weekdays In previous quarter + Match weekdays In previous quarter + Match weekdays In previous year In previous year + Match weekdays

30 3.3.3 Dynamic Box The Dynamic Box provides a flexible input area to add e.g. notes, pictures, presentations and links to the report.

31 3.3.3 Dynamic Box Inserting images from websites: 1. Right click on the image and copy it. 2. Click in the Dynamic Box, make a right click and choose Paste.

32 3.3.3 Dynamic Box Inserting images from YouTube videos: 1. Open the video on Youtube and choose Share > Embed. 2. Select options as desired and click Copy. 3. Click on the Dynamic Box, choose the source code symbol and paste the code. 4. If necessary, change the size of the dynamic box by dragging it with the mouse.

33 3.3.3 Dynamic Box Inserting a link to another Webtrekk report that is available in this login: 1. Click on Reports > Overview and choose > Share at the report that you want to link to. Afterwards, copy the link. 2. Paste the report into the dynamic box. Choose the link symbol and enter the link at Url.

34 3.3.4 Report filter The underlying data of report elements can be restricted using a superordinate filter. Often limiting to countries, device classes or campaign channels is of interest. When using more than one filter, they are combined with and. Thus, each of the used filters must be satisfied.

35 3.3.4 Report filter At Add report filter you can add filters. Any dimension is available for this filter. Report filters don t have an effect on LIVE elements and Dynamic Boxes.

36 3.4 Report options The report options allow for various adaptions. Basic Optionen: Is shown at the top of the report. Is used to structure the report overview. The time range that is applied to all elements by default. Shows a clickable list of all report elements. Start Dialog (see next slide) Is used to give other users access to the report. If a report was not assigned to a category, only the creator of the report and the admin can access it. Categories and access rights for users are configured in the user management. Further information can be found in the training chapter User Interface 5 User Management.

37 3.4 Report options The Start Dialog is shown when accessing a report. It allows for changing the time range and for setting report filters before the calculations start. The start dialog is deactivated by default. It can be (de-)activated in the report overview or the report options. In the report options it can be determined whether other users are allowed to change this configuration.

38 3.4 Report options Reports can be sent automatically and continuously as via the scheduled export. In the edit mode this can be configured at Report options > Scheduled export. Export formats: CSV, Excel, PDF Charts and visualizations in the data table are only included in PDF files. The number of the data rows to be included in the export as well as the language of the exported file can be specified. The addresses of the recipients can be entered separated by spaces, commas, semicolons or line breaks ( ENTER ).

39 4 Tips for an effective reporting

40 4 Tips for an effective reporting Webtrekk allows comprehensive reports to be created. Deliver effective reports Information instead of data. Protect yourself against an information overload and adjust the reporting according to your possibility of taking actions upon the information. If you can only make changes to certain areas on a monthly basis, then try not to check the figures each day.

41 4.1 Goals and success Targets What are your targets for the website and how are you going to measure them? Use targets to define important KPIs. E.g. conversion rate, click-out rate Successful or not? Define target values in order to assess your actions objectively! Webtrekk supports an import for this kind of data.

42 4.2 Report Structure and Target Groups Report Structure Take care of a coherent structure of your reports. Example: Structuring by user behavior. Where and who? Analyses that show the origin/source of the traffic E.g., campaigns, referrer, device class What? Analyses that show the usage of the content e.g., paths, actions, pages, Qty Product Views Results? Analyses of Goal Achievement e.g., Qty Orders, newsletter registration, other registrations Target Groups To whom is the report addressed? Adapt the visualization, as well as the level of detail of the information and the descriptions.

43 4.3 Unification of information Standardization Wherever possible you should standardize reports, that deal with similar subject areas. Standards make it easier to read multiple reports. Possible guideline questions: How are weekly reports structured? Which key figures are used? In which order are the key figures added? Which time frames are used in the analysis? How are analysis objects and metrics named? Which filters are used to narrow down analyses?

44 4.4 Report Templates Create report templates Reports can be copied within an account or across other accounts. This way, you could create templates e.g. for daily / weekly / monthly reports campaign reports Custom Metrics and Formulas that don t exist in the target account are also taken over. If filters are used, they can be adapted before copying is started. We suggest to set read-only permission for report templates. This can be done using report categories.

45 4.5 Segmentation Segmentation Webtrekk offers various possibilities for segmentation use them! For instance, do not just look at the average duration but analyze, what happens exactly in a visit with long durations.

46 4.6 Simple Interpretation Notes Only forward new reports and analyses together with explanatory notes. This increases acceptance of the information and helps to avoid misinterpretations. For general information about the report use the report description. For other notes use a Dynamic Box.

47 4.6 Simple Interpretation Relative Values Are 10,000 visits a lot or not?. Enrich your absolute figures with relative values. In many cases it will only be the combination of these that will let you grasp the meaning of the information in question. Formatting Format important key figures in the data table to improve readability.

48 4.6 Simple Interpretation Compare different time intervals For a time-based comparison use the corresponding option in an analysis, Single KPI and Sparkline.

49 Summary You should now be able to answers questions like these: Which display formats/elements can be used in reports? How can a report be shared with other logins? What is the purpose of the report filter? Get your certification! We offer several certifications to prove your expertise ranging from Basic to Admin level. Click here for more information.

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