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• 6 Adobe Analytics alternatives for privacy-conscious companies

  5 septembre, par Joe

  Adobe Analytics is a widely used data analysis platform — but it’s expensive, complex, and, for very large datasets, reliant on data sampling.

  Fortunately, there are a number of more affordable, accurate and user-centric analytics solutions that address these concerns. 

  This guide explores six top Adobe Analytics alternatives, compares their key features and capabilities and explains how to find the best fit for your analytics needs.

  What is Adobe Analytics ? 

  Adobe Analytics is a popular digital analytics platform. It’s known for its enterprise-grade capabilities, which are aimed at larger organisations with complex data needs. 

  It offers detailed insights into website traffic, customer behaviour and conversion performance. It can segment audiences, track activity and compare key metrics like page views, traffic sources and customer journeys.

  Its AI-powered tools, like anomaly detection and predictive analysis, help spot trends and optimise marketing strategies. 

  Despite its sophisticated capabilities, it does come with challenges. 

  What’s the problem with Adobe Analytics ? Why switch ?

  One of many common struggles among ‌Adobe Analytics users is the platform’s setup. 

  The UI is complex and overwhelming for non-technical users, and the platform has a steep learning curve.

  Adobe Analytics also has some problematic features. Manual tagging, for instance, is extremely time-consuming. Updating and keeping track of tags “by hand” like this makes it hard to scale along with your business.

  The manual tagging feature is also error-prone and requires technical expertise to tag appropriate actions and extract valid insights. 

  Even if you tag everything correctly, these insights are limited to a certain number of pre-set interaction types, which may not reflect the full spectrum of customer behaviour.

  Users also complain about latency issues with Adobe Analytics. Delays in reporting make it hard to get instant insights, leading to slower decision-making.

  Pricing is another issue. The higher tiers can get quite expensive. And there’s no free option beyond a product demo, so there’s no real way to try it before committing. 

  6 Adobe Analytics alternatives and who they work best for

  Clearly, Adobe Analytics isn’t for everyone. Let’s explore some of the top alternatives for website analytics.

  1. Matomo – Best for privacy-focused companies that need all-in-one analytics

  For organisations that must comply with stringent regulations like GDPR or CCPA, privacy features are critical factors in a web analytics solution.

  Matomo offers an ethical, privacy-first approach to analytics. It gives businesses deeper control over customer data to ensure its accuracy, security and integrity.

  One of Matomo’s key benefits that sets it apart from other analytics solutions is its capability for users to self-host data. This offers unparalleled security and compliance. 

  It’s also one of the few platforms that combines traditional web analytics with behavioural analytics. Users can access features like heatmaps, A/B testing and session recordings, all under one roof.

  Matomo can track everything from technical site performance to customer experiences and show the results on custom dashboards or automatic email reports.

  Plus, with cookieless tracking and no data sampling, organisations know they’re getting 100% accurate insights without sacrificing user privacy.

  

  Matomo dashboard with visits log, visits over time, visitor map, combined keywords and traffic sources
  (Image Source)

  Key Features

  • Advanced multi-channel reporting for websites, mobile apps and ecommerce
  • Heatmaps and session recordings
  • A/B testing platform
  • Multi-channel conversion attribution
  • User flow to visualise customer journeys
  • IP anonymisation
  • Cookie-free tracking
  • Search engine keyword performance reports
  • Customisable dashboards and reports
  • Integration with over 100 platforms, including Google Ads, WordPress and Magento

  Matomo was designed with the strictest data privacy and compliance requirements in mind : no third-party access and no data sold to advertisers. Instead, users can anonymise IP addresses and configure “DoNotTrack” settings.

  All data is accurate. There’s no AI filling in gaps or skewed samples, just 100% factual data that drives better decision-making.

  Strengths

  • Fully GDPR compliant with advanced privacy features
  • Full data ownership with no third-party interference
  • Comprehensive analytics tools that don’t rely on data sampling
  • Cookieless tracking for more accurate, compliant insights
  • Self-hosting and cloud options available
  • Supports 100 currencies and multiple time zones
  • Strong integration with other tools via API

  Common community critiques

  • Short learning curve for beginners
  • Some premium features come at an extra cost

  Pricing

  • Matomo On-Premise is free.
  • Matomo Cloud starts at just under $22 a month if paid annually. 

  Matomo vs. Adobe Analytics – The verdict 

  Adobe Analytics offers a diverse set of enterprise-level tools. But it comes at a much higher cost and doesn’t have the same emphasis on privacy. It’s also missing some of the key advanced features that Matomo offers, such as search engine keyword reports, cookie-less analytics and full GDPR compliance. 

  Matomo, on the other hand, stands out for privacy-focused companies. Not only is it a budget-friendly solution, but it also provides 100% data ownership. 

  In contrast, Adobe’s platform relies on data sampling and third-party tracking. If privacy and customisability are top priorities for your company, choose Matomo over Adobe Analytics.

  Ready to learn more ? Try Matomo for free now.

  2. Google Analytics – Best for budget-conscious businesses that track with cookies

  Google Analytics is a household name in web analytics. It’s a free tool that allows businesses to track website traffic and user behaviour.

  It provides basic insights into digital performance without the high pricing plans of more advanced tools, making it great for small companies and startups with limited budgets. 

  It’s a natural choice for marketers using Google Ads who want to measure ad performance. 

  GA isn’t the most accurate tool as it relies on data sampling, meaning the results don’t consider 100% of website visitors.

  Unfortunately, Google Analytics also lacks advanced privacy controls and relies on cookies for tracking.

  However, if you prioritise price over privacy, Google Analytics delivers strong foundational analytics.

  

  GA reporting dashboard with active visitors, traffic type, average visit duration and bounce rates
  (Image Source)

  Key Features

  • Visits by traffic type (organic, social and direct)
  • User behaviour tracking (clicks, scrolls and time on page)
  • Demographic and interest data
  • Conversion and ecommerce tracking

  Strengths

  • Easy to track behaviour across multiple devices
  • Integrates easily with Google Ads for ad tracking

  Common community critiques

  • Limited privacy controls
  • Data sampling

  Pricing : 

  • Google Analytics is free to use. 
  •  Advanced features are available through Google Analytics 360 for an additional cost.

  Google Analytics vs. Adobe Analytics – The verdict
  Google Analytics offers good value for budget-conscious businesses. However, it falls short when it comes to enterprise-level depth and privacy. While easy to set up, it lacks the custom dashboards Adobe offers.

  3. Mixpanel – Best for product-led companies identifying audiences

  Mixpanel is a product analytics platform. It’s designed to show companies how users interact with their products.

  It ‌excels at uncovering high-value audiences by tracking customer actions and analysing user journeys. Its strong behavioural analytics and segmentation tools help businesses see how to make products more engaging for specific groups.

  However, the free plan limits historical data retention. This restricts long-term trend analysis. 

  Mixpanel boasts an intuitive interface for basic tasks, which is ideal for less experienced teams. However, you’ll need technical expertise to use advanced features like SQL queries and custom events. 

  Its reliance on third-party storage also raises privacy concerns.

  While Mixpanel is great for tailoring product experiences to target audiences, it’s not ideal for teams that prioritise data ethics or lack technical expertise.

  

  Mixpanel product metrics dashboard with channels by plan, channel stickiness, annual spend, new user accounts and more
  (Image Source)

  Key features

  • Custom event tracking for specific user actions
  • Detailed reporting for immediate insights
  • User behaviour funnels to track conversion steps

  Strengths :

  • Self-serve support interface for non-technical users
  • Advanced segmentation for detailed audience analysis

  Common community critiques

  • Restricted historical data retention in free tiers
  • Limited performance metric tracking

  Pricing : 

  • The free plan includes basic analytics for up to 1M monthly events
  • Beyond that, pricing scales with usage — 1.5M events is $140/month (or $100 with annual billing), 3M events is $378/month ($270 with annual billing). For exact estimates, use their Growth plan price calculator.

  Mixpanel vs. Adobe Analytics – The verdict
  Mixpanel excels in product analytics but doesn’t provide the same depth of web analytics as Adobe Analytics.

  Adobe also offers better custom reports and audience segmentation to help with marketing and traffic analysis. 

  4. Amplitude Analytics – Best for growth-stage companies focused on product customer journeys

  Similar to Mixpanel, Amplitude Analytics is also a product analytics platform. It focuses on optimising customer journeys for digital products.

  It excels in user segmentation. You can create detailed cohorts to track drop-offs throughout your funnels. Its A/B testing feature lets product teams compare conversion strategies and identify effective solutions.

  However, its session-based tracking is restrictive. It analyses discrete visits but doesn’t track multiple visits or visitor origins, making it challenging to draw long-term insights.

  Amplitude is ideal for growth-stage companies seeking deep insights into user interactions, but it is not suitable for businesses that need comprehensive, long-term customer journey tracking.

  

  Amplitude Analytics dashboard snapshot showing average revenue per user for a specific product
  (Image Source)

  Key features :

  • User path tracking
  • Custom event tracking for product usage
  • Behavioural cohort analysis for targeted insights
  • A/B testing to optimise product experiences

  Strengths :

  • Detailed segmentation of user behaviour
  • Strong focus on product metrics

  Common community critiques

  • Limited support for traditional web analytics
  • Session-based tracking isn’t very comprehensive

  Pricing : A free starter plan is available. Paid plans are custom-built and pay-as-you-go. 

  Amplitude vs. Adobe Analytics – The verdict
  Amplitude ‌helps companies understand customer journeys around product usage, concentrating on detailed behavioural analysis. Web analytics are product-focused rather than sales-focused.

  For more traditional web analytics, Adobe Analytics provides traffic source tracking, conversion optimisation and insightful reporting.

  5. Heap – Best for lean startups that want code-free analytics

  Heap is a code-free analytics platform. It’s for tracking and enhancing user behaviour across digital experiences. It offers behavioural analytics and session replays to pinpoint friction points in the user journey.

  Its standout feature is automatic event tracking, which helps you capture user interactions without manual setup. This makes it particularly appealing for lean teams and those without technical expertise. 

  Unfortunately, Heap has limited customisation options, restricting advanced users with complex analytics requirements. 

  It also lacks GDPR compliance support. This is an issue for privacy-conscious organisations.

  Heap is excellent for startups that want user-friendly analytics with automated tracking, but it won’t fit businesses that need extensive customisation or strict privacy compliance.

  

  Heap marketing KPI dashboard
  (Image Source)

  Key features :

  • Automatic event tracking 
  • Session replays
  • Customisable dashboards for quick insights
  • Behavioural analytics for deep user understanding

  Strengths :

  • Simple setup 
  • Supports cross-device user journeys
  • Codeless event tracking

  Common community critiques :

  • Limited customisation for advanced users
  • Events can pile up quickly without dedicated monitoring 

  Pricing : It’s free for up to 10k sessions. Paid plans have custom pricing.

  Heap vs. Adobe Analytics – The verdict
  Thanks to its code-free setup, Heap is far easier to implement than Adobe Analytics, even without technical expertise. 

  That said, Adobe offers more advanced features to monitor site traffic and marketing performance. 

  6. Open Web Analytics – Best for developers seeking analytics customisation

  Open Web Analytics (OWA) is a free, open-source analytics platform for developers who need customisable tracking solutions.

  It’s highly flexible, offering users full control over their data. Features like heatmaps, clickstream tracking and API support are some of its main strengths.

  But OWA is not for inexperienced teams. It requires extensive technical expertise to set up and maintain, and it relies on community support. If you need timely assistance, you might struggle.

  OWA doesn’t rely on third-party storage, which is good for privacy-focused teams. However, it’s best for technically skilled teams, not those needing out-of-the-box solutions.

  

  OWA developer dashboard with site metrics, top content, actions and traffic sources
  (Image Source)

  Key features :

  • Customisable web analytics with Javascript and PHP APIs
  • Heatmaps and clickstream tracking
  • Integration with WordPress and MediaWiki
  • Conversion goal and funnel tracking

  Strengths :

  • Full data control 
  • Custom tracking 

  Common community critiques :

  • Limited support
  • Requires significant setup and deep technical knowledge

  Pricing : Free 

  OWA vs. Adobe Analytics – The verdict
  Firstly, OWA is free, while Adobe Analytics comes with a steep price tag.

  However, Adobe Analytics gives users an enterprise-grade packaged solution with AI-driven insights. Customising OWA is hands-on and meant for developers. 

  What to look for when picking a web analytics tool

  Here are the key factors to consider when picking an Adobe Analytics alternative.

  1. Comprehensive features

  Look for analytics tools that offer detailed analysis through heat maps, session recordings and interactive dashboards.

  All-in-one solutions like Matomo provide in-depth feedback, analysis and reporting on user behaviour patterns. Teams only need one tool to understand user experiences and optimise web performance.

  2. Privacy and compliance

  Tools that handle sensitive customer behavioural data need to prioritise privacy and compliance.

  That means full compliance with privacy features like IP anonymisation, cookie-less tracking and total data ownership. This ensures data is secure, private and compliant.

  3. 100% data accuracy

  Many tools claim to provide accurate data while using data sampling to speed up data processing and analysis.

  These samples aren’t always representative of the entire dataset. So, conclusions can be skewed or inaccurate.

  Matomo doesn’t use data sampling, meaning 100% data accuracy and more reliable insights.

  Choose analytics that don’t compromise data privacy

  Choosing the right analytics software can preserve user privacy and build customer trust. 

  Remember, not all tools offer the same protection and control over data. 

  Choose Matomo for 100% data ownership, full privacy and completely accurate analytics. Keep your data in your hands. Try Matomo for free now. 

• FFMPEG Output File is Empty Nothing was Encoded (for a Picture) ?

  4 mars 2023, par Sarah Szabo

  I have a strange issue effecting one of my programs that does bulk media conversions using ffmpeg from the command line, however this effects me using it directly from the shell as well :

  


  ffmpeg -i INPUT.mkv -ss 0:30 -y -qscale:v 2 -frames:v 1 -f image2 -huffman optimal "OUTPUT.png"
fails every run with the error message :
Output file is empty, nothing was encoded (check -ss / -t / -frames parameters if used)

  


  This only happens with very specific videos, and seemingly no other videos. File type is usually .webm. These files have been downloaded properly (usually from yt-dlp), and I have tried re-downloading them just to verify their integrity.

  


  One such file from a colleague was : https://www.dropbox.com/s/xkucr2z5ra1p2oh/Triggerheart%20Execlica%20OST%20%28Arrange%29%20-%20Crueltear%20Ending.mkv?dl=0

  


  Is there a subtle issue with the command string ?

  


  Notes :

  


  removing -huffman optimal had no effect

  


  moving -ss to before -i had no effect

  


  removing -f image2 had no effect

  


  Full Log :

  


  sarah@MidnightStarSign:~/Music/Playlists/Indexing/Indexing Temp$ ffmpeg -i Triggerheart\ Execlica\ OST\ \(Arrange\)\ -\ Crueltear\ Ending.mkv -ss 0:30 -y -qscale:v 2 -frames:v 1 -f image2 -huffman optimal "TEST.png"
ffmpeg version n5.1.2 Copyright (c) 2000-2022 the FFmpeg developers
  built with gcc 12.2.0 (GCC)
  configuration: --prefix=/usr --disable-debug --disable-static --disable-stripping --enable-amf --enable-avisynth --enable-cuda-llvm --enable-lto --enable-fontconfig --enable-gmp --enable-gnutls --enable-gpl --enable-ladspa --enable-libaom --enable-libass --enable-libbluray --enable-libbs2b --enable-libdav1d --enable-libdrm --enable-libfreetype --enable-libfribidi --enable-libgsm --enable-libiec61883 --enable-libjack --enable-libmfx --enable-libmodplug --enable-libmp3lame --enable-libopencore_amrnb --enable-libopencore_amrwb --enable-libopenjpeg --enable-libopus --enable-libpulse --enable-librav1e --enable-librsvg --enable-libsoxr --enable-libspeex --enable-libsrt --enable-libssh --enable-libsvtav1 --enable-libtheora --enable-libv4l2 --enable-libvidstab --enable-libvmaf --enable-libvorbis --enable-libvpx --enable-libwebp --enable-libx264 --enable-libx265 --enable-libxcb --enable-libxml2 --enable-libxvid --enable-libzimg --enable-nvdec --enable-nvenc --enable-opencl --enable-opengl --enable-shared --enable-version3 --enable-vulkan
  libavutil      57. 28.100 / 57. 28.100
  libavcodec     59. 37.100 / 59. 37.100
  libavformat    59. 27.100 / 59. 27.100
  libavdevice    59.  7.100 / 59.  7.100
  libavfilter     8. 44.100 /  8. 44.100
  libswscale      6.  7.100 /  6.  7.100
  libswresample   4.  7.100 /  4.  7.100
  libpostproc    56.  6.100 / 56.  6.100
[matroska,webm @ 0x55927f484740] Could not find codec parameters for stream 2 (Attachment: none): unknown codec
Consider increasing the value for the 'analyzeduration' (0) and 'probesize' (5000000) options
Input #0, matroska,webm, from 'Triggerheart Execlica OST (Arrange) - Crueltear Ending.mkv':
  Metadata:
    title           : TriggerHeart Exelica PS2 & 360 Arrange ー 16 - Crueltear Ending
    PURL            : https://www.youtube.com/watch?v=zJ0bEa_8xEg
    COMMENT         : https://www.youtube.com/watch?v=zJ0bEa_8xEg
    ARTIST          : VinnyVynce
    DATE            : 20170905
    ENCODER         : Lavf59.27.100
  Duration: 00:00:30.00, start: -0.007000, bitrate: 430 kb/s
  Stream #0:0(eng): Video: vp9 (Profile 0), yuv420p(tv, bt709), 720x720, SAR 1:1 DAR 1:1, 25 fps, 25 tbr, 1k tbn (default)
    Metadata:
      DURATION        : 00:00:29.934000000
  Stream #0:1(eng): Audio: opus, 48000 Hz, stereo, fltp (default)
    Metadata:
      DURATION        : 00:00:30.001000000
  Stream #0:2: Attachment: none
    Metadata:
      filename        : cover.webp
      mimetype        : image/webp
Codec AVOption huffman (Huffman table strategy) specified for output file #0 (TEST.png) has not been used for any stream. The most likely reason is either wrong type (e.g. a video option with no video streams) or that it is a private option of some encoder which was not actually used for any stream.
Stream mapping:
  Stream #0:0 -> #0:0 (vp9 (native) -> png (native))
Press [q] to stop, [?] for help
Output #0, image2, to 'TEST.png':
  Metadata:
    title           : TriggerHeart Exelica PS2 & 360 Arrange ー 16 - Crueltear Ending
    PURL            : https://www.youtube.com/watch?v=zJ0bEa_8xEg
    COMMENT         : https://www.youtube.com/watch?v=zJ0bEa_8xEg
    ARTIST          : VinnyVynce
    DATE            : 20170905
    encoder         : Lavf59.27.100
  Stream #0:0(eng): Video: png, rgb24, 720x720 [SAR 1:1 DAR 1:1], q=2-31, 200 kb/s, 25 fps, 25 tbn (default)
    Metadata:
      DURATION        : 00:00:29.934000000
      encoder         : Lavc59.37.100 png
frame=    0 fps=0.0 q=0.0 Lsize=N/A time=00:00:00.00 bitrate=N/A speed=   0x    
video:0kB audio:0kB subtitle:0kB other streams:0kB global headers:0kB muxing overhead: unknown
Output file is empty, nothing was encoded (check -ss / -t / -frames parameters if used)


  


  Manjaro OS System Specs :

  


  System:&#xA;  Kernel: 6.1.12-1-MANJARO arch: x86_64 bits: 64 compiler: gcc v: 12.2.1&#xA;    parameters: BOOT_IMAGE=/@/boot/vmlinuz-6.1-x86_64&#xA;    root=UUID=f11386cf-342d-47ac-84e6-484b7b2f377d rw rootflags=subvol=@&#xA;    radeon.modeset=1 nvdia-drm.modeset=1 quiet&#xA;    cryptdevice=UUID=059df4b4-5be4-44d6-a23a-de81135eb5b4:luks-disk&#xA;    root=/dev/mapper/luks-disk apparmor=1 security=apparmor&#xA;    resume=/dev/mapper/luks-swap udev.log_priority=3&#xA;  Desktop: KDE Plasma v: 5.26.5 tk: Qt v: 5.15.8 wm: kwin_x11 vt: 1 dm: SDDM&#xA;    Distro: Manjaro Linux base: Arch Linux&#xA;Machine:&#xA;  Type: Desktop Mobo: ASUSTeK model: PRIME X570-PRO v: Rev X.0x&#xA;    serial: <superuser required="required"> UEFI: American Megatrends v: 4408&#xA;    date: 10/27/2022&#xA;Battery:&#xA;  Message: No system battery data found. Is one present?&#xA;Memory:&#xA;  RAM: total: 62.71 GiB used: 27.76 GiB (44.3%)&#xA;  RAM Report: permissions: Unable to run dmidecode. Root privileges required.&#xA;CPU:&#xA;  Info: model: AMD Ryzen 9 5950X bits: 64 type: MT MCP arch: Zen 3&#x2B; gen: 4&#xA;    level: v3 note: check built: 2022 process: TSMC n6 (7nm) family: 0x19 (25)&#xA;    model-id: 0x21 (33) stepping: 0 microcode: 0xA201016&#xA;  Topology: cpus: 1x cores: 16 tpc: 2 threads: 32 smt: enabled cache:&#xA;    L1: 1024 KiB desc: d-16x32 KiB; i-16x32 KiB L2: 8 MiB desc: 16x512 KiB&#xA;    L3: 64 MiB desc: 2x32 MiB&#xA;  Speed (MHz): avg: 4099 high: 4111 min/max: 2200/6358 boost: disabled&#xA;    scaling: driver: acpi-cpufreq governor: schedutil cores: 1: 4099 2: 4095&#xA;    3: 4102 4: 4100 5: 4097 6: 4100 7: 4110 8: 4111 9: 4083 10: 4099 11: 4100&#xA;    12: 4094 13: 4097 14: 4101 15: 4100 16: 4099 17: 4100 18: 4097 19: 4098&#xA;    20: 4095 21: 4100 22: 4099 23: 4099 24: 4105 25: 4098 26: 4100 27: 4100&#xA;    28: 4092 29: 4103 30: 4101 31: 4100 32: 4099 bogomips: 262520&#xA;  Flags: 3dnowprefetch abm adx aes aperfmperf apic arat avic avx avx2 bmi1&#xA;    bmi2 bpext cat_l3 cdp_l3 clflush clflushopt clwb clzero cmov cmp_legacy&#xA;    constant_tsc cpb cpuid cqm cqm_llc cqm_mbm_local cqm_mbm_total&#xA;    cqm_occup_llc cr8_legacy cx16 cx8 de decodeassists erms extapic&#xA;    extd_apicid f16c flushbyasid fma fpu fsgsbase fsrm fxsr fxsr_opt ht&#xA;    hw_pstate ibpb ibrs ibs invpcid irperf lahf_lm lbrv lm mba mca mce&#xA;    misalignsse mmx mmxext monitor movbe msr mtrr mwaitx nonstop_tsc nopl npt&#xA;    nrip_save nx ospke osvw overflow_recov pae pat pausefilter pclmulqdq&#xA;    pdpe1gb perfctr_core perfctr_llc perfctr_nb pfthreshold pge pku pni popcnt&#xA;    pse pse36 rapl rdpid rdpru rdrand rdseed rdt_a rdtscp rep_good sep sha_ni&#xA;    skinit smap smca smep ssbd sse sse2 sse4_1 sse4_2 sse4a ssse3 stibp succor&#xA;    svm svm_lock syscall tce topoext tsc tsc_scale umip v_spec_ctrl&#xA;    v_vmsave_vmload vaes vgif vmcb_clean vme vmmcall vpclmulqdq wbnoinvd wdt&#xA;    x2apic xgetbv1 xsave xsavec xsaveerptr xsaveopt xsaves&#xA;  Vulnerabilities:&#xA;  Type: itlb_multihit status: Not affected&#xA;  Type: l1tf status: Not affected&#xA;  Type: mds status: Not affected&#xA;  Type: meltdown status: Not affected&#xA;  Type: mmio_stale_data status: Not affected&#xA;  Type: retbleed status: Not affected&#xA;  Type: spec_store_bypass mitigation: Speculative Store Bypass disabled via&#xA;    prctl&#xA;  Type: spectre_v1 mitigation: usercopy/swapgs barriers and __user pointer&#xA;    sanitization&#xA;  Type: spectre_v2 mitigation: Retpolines, IBPB: conditional, IBRS_FW,&#xA;    STIBP: always-on, RSB filling, PBRSB-eIBRS: Not affected&#xA;  Type: srbds status: Not affected&#xA;  Type: tsx_async_abort status: Not affected&#xA;Graphics:&#xA;  Device-1: NVIDIA GA104 [GeForce RTX 3070] vendor: ASUSTeK driver: nvidia&#xA;    v: 525.89.02 alternate: nouveau,nvidia_drm non-free: 525.xx&#x2B;&#xA;    status: current (as of 2023-02) arch: Ampere code: GAxxx&#xA;    process: TSMC n7 (7nm) built: 2020-22 pcie: gen: 4 speed: 16 GT/s lanes: 8&#xA;    link-max: lanes: 16 bus-ID: 0b:00.0 chip-ID: 10de:2484 class-ID: 0300&#xA;  Device-2: AMD Cape Verde PRO [Radeon HD 7750/8740 / R7 250E]&#xA;    vendor: VISIONTEK driver: radeon v: kernel alternate: amdgpu arch: GCN-1&#xA;    code: Southern Islands process: TSMC 28nm built: 2011-20 pcie: gen: 3&#xA;    speed: 8 GT/s lanes: 8 link-max: lanes: 16 ports: active: DP-3,DP-4&#xA;    empty: DP-1, DP-2, DP-5, DP-6 bus-ID: 0c:00.0 chip-ID: 1002:683f&#xA;    class-ID: 0300 temp: 54.0 C&#xA;  Device-3: Microdia USB 2.0 Camera type: USB driver: snd-usb-audio,uvcvideo&#xA;    bus-ID: 9-2:3 chip-ID: 0c45:6367 class-ID: 0102 serial: <filter>&#xA;  Display: x11 server: X.Org v: 21.1.7 with: Xwayland v: 22.1.8&#xA;    compositor: kwin_x11 driver: X: loaded: modesetting,nvidia dri: radeonsi&#xA;    gpu: radeon display-ID: :0 screens: 1&#xA;  Screen-1: 0 s-res: 5760x2160 s-dpi: 80 s-size: 1829x686mm (72.01x27.01")&#xA;    s-diag: 1953mm (76.91")&#xA;  Monitor-1: DP-1 pos: 1-2 res: 1920x1080 dpi: 93&#xA;    size: 527x296mm (20.75x11.65") diag: 604mm (23.8") modes: N/A&#xA;  Monitor-2: DP-1-3 pos: 2-1 res: 1920x1080 dpi: 82&#xA;    size: 598x336mm (23.54x13.23") diag: 686mm (27.01") modes: N/A&#xA;  Monitor-3: DP-1-4 pos: 1-1 res: 1920x1080 dpi: 93&#xA;    size: 527x296mm (20.75x11.65") diag: 604mm (23.8") modes: N/A&#xA;  Monitor-4: DP-3 pos: primary,2-2 res: 1920x1080 dpi: 82&#xA;    size: 598x336mm (23.54x13.23") diag: 686mm (27.01") modes: N/A&#xA;  Monitor-5: DP-4 pos: 2-4 res: 1920x1080 dpi: 82&#xA;    size: 598x336mm (23.54x13.23") diag: 686mm (27.01") modes: N/A&#xA;  Monitor-6: HDMI-0 pos: 1-3 res: 1920x1080 dpi: 93&#xA;    size: 527x296mm (20.75x11.65") diag: 604mm (23.8") modes: N/A&#xA;  API: OpenGL v: 4.6.0 NVIDIA 525.89.02 renderer: NVIDIA GeForce RTX&#xA;    3070/PCIe/SSE2 direct-render: Yes&#xA;Audio:&#xA;  Device-1: NVIDIA GA104 High Definition Audio vendor: ASUSTeK&#xA;    driver: snd_hda_intel bus-ID: 5-1:2 v: kernel chip-ID: 30be:1019 pcie:&#xA;    class-ID: 0102 gen: 4 speed: 16 GT/s lanes: 8 link-max: lanes: 16&#xA;    bus-ID: 0b:00.1 chip-ID: 10de:228b class-ID: 0403&#xA;  Device-2: AMD Oland/Hainan/Cape Verde/Pitcairn HDMI Audio [Radeon HD 7000&#xA;    Series] vendor: VISIONTEK driver: snd_hda_intel v: kernel pcie: gen: 3&#xA;    speed: 8 GT/s lanes: 8 link-max: lanes: 16 bus-ID: 0c:00.1&#xA;    chip-ID: 1002:aab0 class-ID: 0403&#xA;  Device-3: AMD Starship/Matisse HD Audio vendor: ASUSTeK&#xA;    driver: snd_hda_intel v: kernel pcie: gen: 4 speed: 16 GT/s lanes: 16&#xA;    bus-ID: 0e:00.4 chip-ID: 1022:1487 class-ID: 0403&#xA;  Device-4: Schiit Audio Unison Universal Dac type: USB driver: snd-usb-audio&#xA;  Device-5: JMTek LLC. Plugable USB Audio Device type: USB&#xA;    driver: hid-generic,snd-usb-audio,usbhid bus-ID: 5-2:3 chip-ID: 0c76:120b&#xA;    class-ID: 0300 serial: <filter>&#xA;  Device-6: ASUSTek ASUS AI Noise-Cancelling Mic Adapter type: USB&#xA;    driver: hid-generic,snd-usb-audio,usbhid bus-ID: 5-4:4 chip-ID: 0b05:194e&#xA;    class-ID: 0300 serial: <filter>&#xA;  Device-7: Microdia USB 2.0 Camera type: USB driver: snd-usb-audio,uvcvideo&#xA;    bus-ID: 9-2:3 chip-ID: 0c45:6367 class-ID: 0102 serial: <filter>&#xA;  Sound API: ALSA v: k6.1.12-1-MANJARO running: yes&#xA;  Sound Interface: sndio v: N/A running: no&#xA;  Sound Server-1: PulseAudio v: 16.1 running: no&#xA;  Sound Server-2: PipeWire v: 0.3.65 running: yes&#xA;Network:&#xA;  Device-1: Intel I211 Gigabit Network vendor: ASUSTeK driver: igb v: kernel&#xA;    pcie: gen: 1 speed: 2.5 GT/s lanes: 1 port: f000 bus-ID: 07:00.0&#xA;    chip-ID: 8086:1539 class-ID: 0200&#xA;  IF: enp7s0 state: up speed: 1000 Mbps duplex: full mac: <filter>&#xA;  IP v4: <filter> type: dynamic noprefixroute scope: global&#xA;    broadcast: <filter>&#xA;  IP v6: <filter> type: noprefixroute scope: link&#xA;  IF-ID-1: docker0 state: down mac: <filter>&#xA;  IP v4: <filter> scope: global broadcast: <filter>&#xA;  WAN IP: <filter>&#xA;Bluetooth:&#xA;  Device-1: Cambridge Silicon Radio Bluetooth Dongle (HCI mode) type: USB&#xA;    driver: btusb v: 0.8 bus-ID: 5-5.3:7 chip-ID: 0a12:0001 class-ID: e001&#xA;  Report: rfkill ID: hci0 rfk-id: 0 state: up address: see --recommends&#xA;Logical:&#xA;  Message: No logical block device data found.&#xA;  Device-1: luks-c847cf9f-c6b5-4624-a25e-4531e318851a maj-min: 254:2&#xA;    type: LUKS dm: dm-2 size: 3.64 TiB&#xA;  Components:&#xA;  p-1: sda1 maj-min: 8:1 size: 3.64 TiB&#xA;  Device-2: luks-swap maj-min: 254:1 type: LUKS dm: dm-1 size: 12 GiB&#xA;  Components:&#xA;  p-1: nvme0n1p2 maj-min: 259:2 size: 12 GiB&#xA;  Device-3: luks-disk maj-min: 254:0 type: LUKS dm: dm-0 size: 919.01 GiB&#xA;  Components:&#xA;  p-1: nvme0n1p3 maj-min: 259:3 size: 919.01 GiB&#xA;RAID:&#xA;  Message: No RAID data found.&#xA;Drives:&#xA;  Local Storage: total: 9.1 TiB used: 2.79 TiB (30.6%)&#xA;  SMART Message: Unable to run smartctl. Root privileges required.&#xA;  ID-1: /dev/nvme0n1 maj-min: 259:0 vendor: Western Digital&#xA;    model: WDS100T3X0C-00SJG0 size: 931.51 GiB block-size: physical: 512 B&#xA;    logical: 512 B speed: 31.6 Gb/s lanes: 4 type: SSD serial: <filter>&#xA;    rev: 111110WD temp: 53.9 C scheme: GPT&#xA;  ID-2: /dev/nvme1n1 maj-min: 259:4 vendor: Western Digital&#xA;    model: WDS100T2B0C-00PXH0 size: 931.51 GiB block-size: physical: 512 B&#xA;    logical: 512 B speed: 31.6 Gb/s lanes: 4 type: SSD serial: <filter>&#xA;    rev: 211070WD temp: 46.9 C scheme: GPT&#xA;  ID-3: /dev/sda maj-min: 8:0 vendor: Western Digital&#xA;    model: WD4005FZBX-00K5WB0 size: 3.64 TiB block-size: physical: 4096 B&#xA;    logical: 512 B speed: 6.0 Gb/s type: HDD rpm: 7200 serial: <filter>&#xA;    rev: 1A01 scheme: GPT&#xA;  ID-4: /dev/sdb maj-min: 8:16 vendor: Western Digital&#xA;    model: WD4005FZBX-00K5WB0 size: 3.64 TiB block-size: physical: 4096 B&#xA;    logical: 512 B speed: 6.0 Gb/s type: HDD rpm: 7200 serial: <filter>&#xA;    rev: 1A01 scheme: GPT&#xA;  ID-5: /dev/sdc maj-min: 8:32 type: USB vendor: SanDisk&#xA;    model: Gaming Xbox 360 size: 7.48 GiB block-size: physical: 512 B&#xA;    logical: 512 B type: N/A serial: <filter> rev: 8.02 scheme: MBR&#xA;  SMART Message: Unknown USB bridge. Flash drive/Unsupported enclosure?&#xA;  Message: No optical or floppy data found.&#xA;Partition:&#xA;  ID-1: / raw-size: 919.01 GiB size: 919.01 GiB (100.00%)&#xA;    used: 611.14 GiB (66.5%) fs: btrfs dev: /dev/dm-0 maj-min: 254:0&#xA;    mapped: luks-disk label: N/A uuid: N/A&#xA;  ID-2: /boot/efi raw-size: 512 MiB size: 511 MiB (99.80%)&#xA;    used: 40.2 MiB (7.9%) fs: vfat dev: /dev/nvme0n1p1 maj-min: 259:1 label: EFI&#xA;    uuid: 8922-E04D&#xA;  ID-3: /home raw-size: 919.01 GiB size: 919.01 GiB (100.00%)&#xA;    used: 611.14 GiB (66.5%) fs: btrfs dev: /dev/dm-0 maj-min: 254:0&#xA;    mapped: luks-disk label: N/A uuid: N/A&#xA;  ID-4: /run/media/sarah/ConvergentRefuge raw-size: 3.64 TiB&#xA;    size: 3.64 TiB (100.00%) used: 2.19 TiB (60.1%) fs: btrfs dev: /dev/dm-2&#xA;    maj-min: 254:2 mapped: luks-c847cf9f-c6b5-4624-a25e-4531e318851a&#xA;    label: ConvergentRefuge uuid: 7d295e73-4143-4eb1-9d22-75a06b1d2984&#xA;  ID-5: /run/media/sarah/MSS_EXtended raw-size: 475.51 GiB&#xA;    size: 475.51 GiB (100.00%) used: 1.48 GiB (0.3%) fs: btrfs&#xA;    dev: /dev/nvme1n1p1 maj-min: 259:5 label: MSS EXtended&#xA;    uuid: f98b3a12-e0e4-48c7-91c2-6e3aa6dcd32c&#xA;Swap:&#xA;  Kernel: swappiness: 60 (default) cache-pressure: 100 (default)&#xA;  ID-1: swap-1 type: partition size: 12 GiB used: 6.86 GiB (57.2%)&#xA;    priority: -2 dev: /dev/dm-1 maj-min: 254:1 mapped: luks-swap label: SWAP&#xA;    uuid: c8991364-85a7-4e6c-8380-49cd5bd7a873&#xA;Unmounted:&#xA;  ID-1: /dev/nvme1n1p2 maj-min: 259:6 size: 456 GiB fs: ntfs label: N/A&#xA;    uuid: 5ECA358FCA356485&#xA;  ID-2: /dev/sdb1 maj-min: 8:17 size: 3.64 TiB fs: ntfs&#xA;    label: JerichoVariance uuid: 1AB22D5664889CBD&#xA;  ID-3: /dev/sdc1 maj-min: 8:33 size: 3.57 GiB fs: iso9660&#xA;  ID-4: /dev/sdc2 maj-min: 8:34 size: 4 MiB fs: vfat label: MISO_EFI&#xA;    uuid: 5C67-4BF8&#xA;USB:&#xA;  Hub-1: 1-0:1 info: Hi-speed hub with single TT ports: 4 rev: 2.0&#xA;    speed: 480 Mb/s chip-ID: 1d6b:0002 class-ID: 0900&#xA;  Hub-2: 1-2:2 info: Hitachi ports: 4 rev: 2.1 speed: 480 Mb/s&#xA;    chip-ID: 045b:0209 class-ID: 0900&#xA;  Device-1: 1-2.4:3 info: Microsoft Xbox One Controller (Firmware 2015)&#xA;    type: <vendor specific="specific"> driver: xpad interfaces: 3 rev: 2.0 speed: 12 Mb/s&#xA;    power: 500mA chip-ID: 045e:02dd class-ID: ff00 serial: <filter>&#xA;  Hub-3: 2-0:1 info: Super-speed hub ports: 4 rev: 3.0 speed: 5 Gb/s&#xA;    chip-ID: 1d6b:0003 class-ID: 0900&#xA;  Hub-4: 2-2:2 info: Hitachi ports: 4 rev: 3.0 speed: 5 Gb/s&#xA;    chip-ID: 045b:0210 class-ID: 0900&#xA;  Hub-5: 3-0:1 info: Hi-speed hub with single TT ports: 1 rev: 2.0&#xA;    speed: 480 Mb/s chip-ID: 1d6b:0002 class-ID: 0900&#xA;  Hub-6: 3-1:2 info: VIA Labs Hub ports: 4 rev: 2.1 speed: 480 Mb/s&#xA;    power: 100mA chip-ID: 2109:3431 class-ID: 0900&#xA;  Hub-7: 3-1.2:3 info: VIA Labs VL813 Hub ports: 4 rev: 2.1 speed: 480 Mb/s&#xA;    chip-ID: 2109:2813 class-ID: 0900&#xA;  Hub-8: 4-0:1 info: Super-speed hub ports: 4 rev: 3.0 speed: 5 Gb/s&#xA;    chip-ID: 1d6b:0003 class-ID: 0900&#xA;  Hub-9: 4-2:2 info: VIA Labs VL813 Hub ports: 4 rev: 3.0 speed: 5 Gb/s&#xA;    chip-ID: 2109:0813 class-ID: 0900&#xA;  Hub-10: 5-0:1 info: Hi-speed hub with single TT ports: 6 rev: 2.0&#xA;    speed: 480 Mb/s chip-ID: 1d6b:0002 class-ID: 0900&#xA;  Device-1: 5-1:2 info: Schiit Audio Unison Universal Dac type: Audio&#xA;    driver: snd-usb-audio interfaces: 2 rev: 2.0 speed: 480 Mb/s power: 500mA&#xA;    chip-ID: 30be:1019 class-ID: 0102&#xA;  Device-2: 5-2:3 info: JMTek LLC. Plugable USB Audio Device type: Audio,HID&#xA;    driver: hid-generic,snd-usb-audio,usbhid interfaces: 4 rev: 1.1&#xA;    speed: 12 Mb/s power: 100mA chip-ID: 0c76:120b class-ID: 0300&#xA;    serial: <filter>&#xA;  Device-3: 5-4:4 info: ASUSTek ASUS AI Noise-Cancelling Mic Adapter&#xA;    type: Audio,HID driver: hid-generic,snd-usb-audio,usbhid interfaces: 4&#xA;    rev: 1.1 speed: 12 Mb/s power: 100mA chip-ID: 0b05:194e class-ID: 0300&#xA;    serial: <filter>&#xA;  Hub-11: 5-5:5 info: Genesys Logic Hub ports: 4 rev: 2.0 speed: 480 Mb/s&#xA;    power: 100mA chip-ID: 05e3:0608 class-ID: 0900&#xA;  Device-1: 5-5.3:7 info: Cambridge Silicon Radio Bluetooth Dongle (HCI mode)&#xA;    type: Bluetooth driver: btusb interfaces: 2 rev: 2.0 speed: 12 Mb/s&#xA;    power: 100mA chip-ID: 0a12:0001 class-ID: e001&#xA;  Hub-12: 5-6:6 info: Genesys Logic Hub ports: 4 rev: 2.0 speed: 480 Mb/s&#xA;    power: 100mA chip-ID: 05e3:0608 class-ID: 0900&#xA;  Hub-13: 6-0:1 info: Super-speed hub ports: 4 rev: 3.1 speed: 10 Gb/s&#xA;    chip-ID: 1d6b:0003 class-ID: 0900&#xA;  Hub-14: 7-0:1 info: Hi-speed hub with single TT ports: 6 rev: 2.0&#xA;    speed: 480 Mb/s chip-ID: 1d6b:0002 class-ID: 0900&#xA;  Device-1: 7-2:2 info: SanDisk Cruzer Micro Flash Drive type: Mass Storage&#xA;    driver: usb-storage interfaces: 1 rev: 2.0 speed: 480 Mb/s power: 200mA&#xA;    chip-ID: 0781:5151 class-ID: 0806 serial: <filter>&#xA;  Device-2: 7-4:3 info: ASUSTek AURA LED Controller type: HID&#xA;    driver: hid-generic,usbhid interfaces: 2 rev: 2.0 speed: 12 Mb/s power: 16mA&#xA;    chip-ID: 0b05:18f3 class-ID: 0300 serial: <filter>&#xA;  Hub-15: 8-0:1 info: Super-speed hub ports: 4 rev: 3.1 speed: 10 Gb/s&#xA;    chip-ID: 1d6b:0003 class-ID: 0900&#xA;  Hub-16: 9-0:1 info: Hi-speed hub with single TT ports: 4 rev: 2.0&#xA;    speed: 480 Mb/s chip-ID: 1d6b:0002 class-ID: 0900&#xA;  Hub-17: 9-1:2 info: Terminus FE 2.1 7-port Hub ports: 7 rev: 2.0&#xA;    speed: 480 Mb/s power: 100mA chip-ID: 1a40:0201 class-ID: 0900&#xA;  Device-1: 9-1.1:4 info: Sunplus Innovation Gaming mouse [Philips SPK9304]&#xA;    type: Mouse driver: hid-generic,usbhid interfaces: 1 rev: 2.0 speed: 1.5 Mb/s&#xA;    power: 98mA chip-ID: 1bcf:08a0 class-ID: 0301&#xA;  Device-2: 9-1.5:6 info: Microdia Backlit Gaming Keyboard&#xA;    type: Keyboard,Mouse driver: hid-generic,usbhid interfaces: 2 rev: 2.0&#xA;    speed: 12 Mb/s power: 400mA chip-ID: 0c45:652f class-ID: 0301&#xA;  Device-3: 9-1.6:7 info: HUION H420 type: Mouse,HID driver: uclogic,usbhid&#xA;    interfaces: 3 rev: 1.1 speed: 12 Mb/s power: 100mA chip-ID: 256c:006e&#xA;    class-ID: 0300&#xA;  Hub-18: 9-1.7:8 info: Terminus Hub ports: 4 rev: 2.0 speed: 480 Mb/s&#xA;    power: 100mA chip-ID: 1a40:0101 class-ID: 0900&#xA;  Device-1: 9-2:3 info: Microdia USB 2.0 Camera type: Video,Audio&#xA;    driver: snd-usb-audio,uvcvideo interfaces: 4 rev: 2.0 speed: 480 Mb/s&#xA;    power: 500mA chip-ID: 0c45:6367 class-ID: 0102 serial: <filter>&#xA;  Device-2: 9-4:11 info: VKB-Sim &#xA9; Alex Oz 2021 VKBsim Gladiator EVO L&#xA;    type: HID driver: hid-generic,usbhid interfaces: 1 rev: 2.0 speed: 12 Mb/s&#xA;    power: 500mA chip-ID: 231d:0201 class-ID: 0300&#xA;  Hub-19: 10-0:1 info: Super-speed hub ports: 4 rev: 3.1 speed: 10 Gb/s&#xA;    chip-ID: 1d6b:0003 class-ID: 0900&#xA;Sensors:&#xA;  System Temperatures: cpu: 38.0 C mobo: 41.0 C&#xA;  Fan Speeds (RPM): fan-1: 702 fan-2: 747 fan-3: 938 fan-4: 889 fan-5: 3132&#xA;    fan-6: 0 fan-7: 0&#xA;  GPU: device: nvidia screen: :0.0 temp: 49 C fan: 0% device: radeon&#xA;    temp: 53.0 C&#xA;Info:&#xA;  Processes: 842 Uptime: 3h 11m wakeups: 0 Init: systemd v: 252&#xA;  default: graphical tool: systemctl Compilers: gcc: 12.2.1 alt: 10/11&#xA;  clang: 15.0.7 Packages: 2158 pm: pacman pkgs: 2110 libs: 495 tools: pamac,yay&#xA;  pm: flatpak pkgs: 31 pm: snap pkgs: 17 Shell: Bash v: 5.1.16&#xA;  running-in: yakuake inxi: 3.3.25&#xA;</filter></filter></filter></filter></filter></filter></vendor></filter></filter></filter></filter></filter></filter></filter></filter></filter></filter></filter></filter></filter></filter></filter></filter></filter></superuser>

  


• 7 Ecommerce Metrics to Track and Improve in 2024

  12 avril 2024, par Erin

  You can invest hours into market research, create the best ads you’ve ever seen and fine-tune your budgets. But the only way to really know if your digital marketing campaigns move the needle is to track ecommerce metrics.

  It’s time to put your hopes and gut feelings aside and focus on the data. Ecommerce metrics are key performance indicators that can tell you a lot about the performance of a single campaign, a traffic source or your entire marketing efforts. 

  That’s why it’s essential to understand what ecommerce metrics are, key metrics to track and how to improve them. 

  Ready to do all of the above ? Then, let’s get started.

  What are ecommerce metrics ? 

  An ecommerce metric is any metric that helps you understand the effectiveness of your digital marketing efforts and the extent to which users are taking a desired action. Most ecommerce metrics focus on conversions, which could be anything from making a purchase to subscribing to your email list.

  You need to track ecommerce metrics to understand how well your marketing efforts are working. They are essential to helping you run a cost-effective marketing campaign that delivers a return on investment. 

  For example, tracking ecommerce metrics will help you identify whether your digital marketing campaigns are generating a return on investment or whether they are actually losing money. They also help you identify your most effective campaigns and traffic sources. 

  Ecommerce metrics also help you spot opportunities for improvement both in terms of your marketing campaigns and your site’s UX. 

  For instance, you can use ecommerce metrics to track the impact on revenue of A/B tests on your marketing campaigns. Or you can use them to understand how users interact with your website and what, if anything, you can do to make it more engaging.

  What’s the difference between conversion rate and conversion value ?

  The difference between a conversion rate and a conversion value is that the former is a percentage while the latter is a monetary value. 

  There can be confusion between the terms conversion rate and conversion value. Since conversions are core metrics in ecommerce, it’s worth taking a minute to clarify. 

  Conversion rates measure the percentage of people who take a desired action on your website compared to the total number of visitors. If you have 100 visitors and one of them converts, then your conversion rate is 1%. 

  Here’s the formula for calculating your conversion rate :

  Conversion Rate (%) = (Number of conversions / Total number of visitors) × 100

  

  Using the example above :

  Conversion Rate = (1 / 100) × 100 = 1%

  Conversion value is a monetary amount you assign to each conversion. In some cases, this is the price of the product a user purchases. In other conversion events, such as signing up for a free trial, you may wish to assign a hypothetical conversion value. 

  To calculate a hypothetical conversion value, let’s consider that you have estimated the average revenue generated from a paying customer is $300. If the conversion rate from free trial to paying customer is 20%, then the hypothetical conversion value for each free trial signup would be $300 multiplied by 20%, which equals $60. This takes into account the number of free trial users who eventually become paying customers.

  So the formula for hypothetical conversion value looks like this :

  

  Hypothetical conversion value = (Average revenue per paying customer) × (Conversion rate)

  Using the values from our example :

  Hypothetical conversion value = $300 × 20% = $60

  The most important ecommerce metrics and how to track them

  There are dozens of ecommerce metrics you could track, but here are seven of the most important. 

  Conversion rate

  Conversion rate is the percentage of visitors who take a desired action. It is arguably one of the most important ecommerce metrics and a great top-level indicator of the success of your marketing efforts. 

  You can measure the conversion rate of anything, including newsletter signups, ebook downloads, and product purchases, using the following formula :

  

  Conversion rate = (Number of people who took action / Total number of visitors) × 100

  You usually won’t have to manually calculate your conversion rate, though. Almost every web analytics or ad platform will track the conversion rate automatically.

  Matomo, for instance, automatically tracks any conversion you set in the Goals report.

  

  As you can see in the screenshot, your site’s conversions are plotted over a period of time and the conversion rate is tracked below the graph. You can change the time period to see how your conversion rate fluctuates.

  If you want to go even further, track your new visitor conversion rate to see how engaging your site is to first-time visitors. 

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  Cost per acquisition

  Cost per acquisition (CPA) is the average cost of acquiring a new user. You can calculate your overall CPA or you can break CPA down by email campaign, traffic source, or any other criteria. 

  Calculate CPA by dividing your total marketing cost by the number of new users you acquire.

  

  CPA = Total marketing cost​ / Number of new users acquired 

  So if your Google Ads campaign costs €1,000 and you acquire 100 new users, your CPA is €10 (1000/100=10).

  It’s important to note that CPA is not the same as customer acquisition cost. Customer acquisition cost considers the number of paying customers. CPA looks at the number of users taking a certain action, like subscribing to a newsletter, making a purchase, or signing up for a free trial.

  Cost per acquisition is a direct measure of your marketing efforts’ effectiveness, especially when comparing CPA to average customer spend and return on ad spend. 

  If your CPA is higher than the average customer spend, your marketing campaign is profitable. If not, then you can look at ways to either increase customer spend or decrease your cost per acquisition.

  Customer lifetime value

  Customer lifetime value (CLV) is the average amount of money a customer will spend with your ecommerce brand over their lifetime. 

  Customer value is the total worth of a customer to your brand based on their purchasing behaviour. To calculate it, multiply the average purchase value by the average number of purchases. For instance, if the average purchase value is €50 and customers make 5 purchases on average, the customer value would be €250.

  Use this formula to calculate customer value :

  

  Customer value = Average purchase value × Average number of purchases

  Then you can calculate customer lifetime value using the following formula :

  

  CLV = Customer value × Average customer lifespan

  In another example, let’s say you have a software company and customers pay you €500 per year for an annual subscription. If the average customer lifespan is 5 years, then the Customer Lifetime Value (CLV) would be €2,500.

  Customer lifetime value = €500 × 5 = €2,500

  Knowing how much potential customers are likely to spend helps you set accurate marketing budgets and optimise the price of your products. 

  Return on investment

  Return on investment (ROI) is the amount of revenue your marketing efforts generate compared to total spend. 

  It’s usually calculated as a percentage using the following formula :

  

  ROI = (Revenue / Total spend) × 100

  If you spend €1,000 on a paid ad campaign and your efforts bring in €5,000, then your ROI is 500% (5,000/1,000 × 100).

  With a web analytics tool like Matomo, you can quickly see the revenue generated from each traffic source and you can drill down further to compare different social media channels, search engines, referral websites and campaigns to get more granular view. 

  

  In the example above in Matomo’s Marketing Attribution feature, we can see that social networks are generating the highest amount of revenue in the year. To calculate ROI, we would need to compare the amount of investment to each channel. 

  Let’s say we invested $1,000 per year in search engine optimisation and content marketing, the return on investment (ROI) stands at approximately 2576%, based on a revenue of $26,763.48 per year. 

  Conversely, for organic social media campaigns, where $5,000 was invested and revenue amounted to $71,180.22 per year, the ROI is approximately 1323%. 

  Despite differences in revenue generation, both channels exhibit significant returns on investment, with SEO and content marketing demonstrating a much higher ROI compared to organic social media campaigns. 

  With that in mind, we might want to consider shifting our marketing budget to focus more on search engine optimisation and content marketing as it’s a greater return on investment.

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  Return on ad spend

  Return on ad spend (ROAS) is similar to return on investment, but it measures the profitability of a specific ad or campaign.

  Calculate ROAS using the following formula :

  

  ROAS = Revenue / Ad cost 

  A positive ROAS means you are making money. If you generate €3 for every €1 you spend on advertising, for example, there’s no reason to turn off that campaign. If you only make €1 for every €2 you spend, however, then you need to shut down the campaign or optimise it. 

  Bounce rate

  Bounce rate is the percentage of visitors who leave your site without taking another action. Calculate it using the following formula :

  

  Bounce rate = (Number of visitors who bounce / Total number of visitors) × 100

  Some portion of users will always leave your site immediately, but you should aim to make your bounce rate as low as possible. After all, every customer that bounces is a missed opportunity that you may never get again. 

  You can check the bounce rate for each one of your site’s pages using Matomo’s page analytics report. Web analytics tools like Google Analytics can track bounce rates for online stores also. 

  

  Bounce rate is calculated automatically. You can sort the list of pages by bounce rate allowing you to prioritise your optimisation efforts. 

  Don’t stop there, though. Explore bounce rate further by comparing your mobile bounce rate vs. desktop bounce rate by segmenting your traffic. This will highlight whether your mobile site needs improving. 

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  Click-through rate

  Your clickthrough rate (CTR) tells you the number of people who click on your ads as a percentage of total impressions. You can calculate it by dividing the number of clicks your ad gets by the total number of times people see it. 

  So the formula looks like this :

  

  CTR (%) = (Number of clicks / Total impressions​) × 100

  If an ad gets 1,000 impressions and 10 people click on it, then the CTR will be 10/1,000 × 100 = 1%

  You don’t usually need to calculate your clickthrough rate manually, however. Most ad platforms like Google Ads will automatically calculate CTR.

  What is considered a good ecommerce sales conversion rate ?

  This question is so broad it’s almost impossible to answer. The thing is, sales conversion rates vary massively depending on the conversion event and the industry. A good conversion rate in one industry might be terrible in another. 

  That being said, research shows that the average website conversion rate across all industries is 2.35%. Of course, some websites convert much better than this. The same study found that the top 25% of websites across all industries have a conversion rate of 5.31% or higher. 

  How can you improve your conversion rate ?

  Ecommerce metrics don’t just let you track your campaign’s ROI, they help you identify ways to improve your campaign. 

  Use these five tips to start improving your marketing campaign’s conversion rates today :

  Run A/B tests

  The most effective way to improve almost all of the ecommerce metrics you track is to test, test, and test again.

  A/B testing or multivariate testing compares two different versions of the same content, such as a landing page or blog post. Seeing which version performs better can help you squeeze as many conversions as possible from your website and ad campaigns. But only if you test as many things as possible. This should include :

  • Ad placement
  • Ad copy
  • CTAs
  • Headlines
  • Straplines
  • Colours
  • Design

  To create and analyse tests and their results effectively, you’ll need either an A/B testing platform or a web analytics solution like Matomo, which offers one out of the box.

  

  Matomo’s A/B Testing feature makes it easy to create and track tests over time, breaking down each test’s variations by the metrics that matter. It automatically calculates statistical significance, too, meaning you can be sure you’re making a change for the better. 

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