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• How Media Analytics for Piwik gives you the insights you need to measure how effective your video and audio marketing is – Part 2

  
  2 février 2017, par InnoCraft — Community

  In Part 1 we have covered some of the Media Analytics features and explained why you cannot afford to not measure the media usage on your website. Chances are, you are wasting or losing money and time by not making the most out of your marketing strategy this very second. In this part, we continue showing you some more insights you can expect to get from Media Analytics and how nicely it is integrated into Piwik.

  Video, Audio and Media Player reports

  Media Analytics adds several new reports around videos, audios and media players. They are all quite similar and give you similar insights so we will mainly focus on the Video Titles report.

  Metrics

  The above mentioned reports give you all the same insights and features so we will mainly focus on the “Video Titles” report. When you open such a report for the first time, you will see a report like this with the following metrics :

  

  • “Impressions”, the number of times a visitor has viewed a page where this media was included.
  • “Plays”, the number of times a visitor watched or listened to this media.
  • “Play rate”, the percentage of visitors that watched or listened to a media after they have visited a page where this media was included.
  • “Finishes”, the percentage of visitors who played a media and finished it.
  • “Avg. time spent”, the average amount of time a visitor spent watching or listening to this media.
  • “Avg. media length” the average length of a video or audio media file. This number may vary for example if the media is a stream.
  • “Avg completion” the percentage of how much visitors have watched of a video.

  If you are not sure what a certain metric means, simply hover the metric title in the UI and you will get a detailed explanation. By changing the visualization to the “All Columns Table” in the bottom of the report, you get to see even more metrics like “Plays by unique visitors”, “Impressions by unique visitors”, “Finish rate”, “Avg. time to play aka hesitation time”, “Fullscreen rate” and we are always adding more metrics.

  These metrics are available for the following reports :

  • “Video / Audio Titles” shows you all metrics aggregated by video or audio title
  • “Video / Audio Resource URLs” shows you all metrics aggregated by the video or audio resource URL, for example “https://piwik.org/media.mp4”.
  • “Video / Audio Resource URLs grouped” removes some information from the URLs like subdomain, file extensions and other information to get aggregated metrics when you provide the same media in different formats.
  • “Videos per hour in website’s timezone” lets you find out how your media content is consumed depending on the hour of the day. You might realize that your media is consumed very differently in the morning vs at night.
  • “Video Resolutions” lets you discover how your video is consumed depending on the resolution.
  • “Media players” report is useful if you use different media players on your websites or apps and want to see how engagement with your media compares by media player.

  Row evolution

  At InnoCraft, we understand that static numbers are not so useful. When you see for example that yesterday 20 visitors played a certain media, would you know whether this is good or bad ? This is why we always give you the possibility to see the data in relation to the recorded data in the past. To see how a specific media performs over time, simply hover a media title or media resource URL and click on the “Row Evolution” icon.

  

  Now you can see whether actually more or less visitors played your chosen video for the selected period. Simply click on any metric name and the chosen metrics will be plotted in the big evolution graph.

  This feature is similar to the Media Overall evolution graph introduced in Part 1, but shows you a detailed evolution for an individual media title or resource.

  Media details

  Now that you know some of the most important media metrics, you might want to look a bit deeper into the user behaviour. For example we mentioned before the “Avg time spent on media” metric. Such an average number doesn’t let you know whether most visitors spent about the same time watching the video, or whether there were many more visitors that watched it only for a few seconds and a few that watched it for very long.

  One of the ways to get this insight is by again hovering any media title or resource URL and clicking on the “Media details” icon. It will open a new popup showing you a new set of reports like these :

  

  The “Time spent watching” and “How far visitors reached in the media” bar charts show you on the X-Axis how much time each visitor spent on watching a video and how far in the video they reached. On the Y-Axis you see the number of visitors. This lets you discover whether your users for example jump often to the middle or end of the video and which parts of your video was seen most often.

  

  The “How often the media was watched in a certain hour” and “Which resolutions the media was watched” is similar to the reports introduced in Part 1 of the blog post. However, this time instead of showing aggregated video or audio content data, they display data for a specific media title or media resource URL.

  Segmented audience log

  In Part 1 we have already introduced the Audience Log and explained that it is useful to better understand the user behaviour. Just a quick recap : The Audience Log shows you chronologically every action a specific visitor has performed on your website : Which pages they viewed, how they interacted with your media, when they clicked somewhere, and much more.

  By hovering a media title or a media resource and then selecting “Segmented audience log” you get to see the same log, but this time it will show only visitors that have interacted with the selected media. This will be useful for you for example when you notice an unusual value for a metric and then want to better understand why a metric is like that.

  

  Applying segments

  Media Analytics lets you apply any Piwik segment to the media reports allowing you to dice your visitors or personas multiplying the value that you get out of Media Analytics. For example you may want to apply a segment and analyze the media usage for visitors that have visited your website or mobile app for the first time vs. recurring visitors. Sometimes it may be interesting how visitors that converted a specific goal or purchased something consume your media, the possibilities are endless. We really recommend to take advantage of segments to understand your different target groups even better.

  The plugin also adds a lot of new segments to your Piwik letting you segment any Piwik report by visitors that have viewed or interacted with your media. For example you could go to the “Visitors => Devices” report and apply a media segment to see which devices were used the most to view your media. You can also combine segments to see for example how often your goals were converted when a visitor viewed media for longer than 10 seconds after waiting for at least 20 seconds before playing your media and when they played at least 3 videos during their visit.

  Widgets, Scheduled Reports, and more.

  This is not where the fun ends. Media Analytics defines more than 15 new widgets that you can add to your dashboard or export it into a third party website. You can set up Scheduled Reports to receive the Media reports automatically via email or sms or download the report to share it with your colleagues. It works also very well with Custom Alerts and you can view the Media reports in the Piwik Mobile app for Android and iOS. Via the HTTP Reporting API you can fetch any report in various formats. The plugin is really nicely integrated into Piwik we would need some more blog posts to fully cover all the ways Media Analytics advances your Piwik experience and how you can use and dig into all the data to increase your conversions and sales.

  How to get Media Analytics and related features

  You can get Media Analytics on the Piwik Marketplace. If you want to learn more about this feature, you might be also interested in the Media Analytics User Guide and the Media Analytics FAQ.

• How to configure and validate a Funnel in Piwik Analytics

  16 janvier 2017, par InnoCraft — Community

  In the last blog post we have covered how the conversion Funnel plugin enriches your Piwik experience. This post will focus on how to configure and validate your funnel in Piwik so you get the correct data when you view the funnel reports. When you set up a funnel, it is crucial to have it configured correctly as the funnel report will be only as good as its configuration. When we built this Funnel feature, we focused on making the configuration and validation real simple because it is so important to get it right.

  To recap quickly : A Funnel defines a series of steps that you expect your visitors to take on their way to converting a goal or a sale. Funnels, a premium feature for Piwik developed by InnoCraft, lets you define funnels so you can improve your websites and mobile apps based on this data. Learn more about Funnel.

  Configuring a funnel

  As you will notice Funnels integrates nicely into the Piwik Goals management. You can configure a funnel whenever you create or update a goal. You can access the Goals Management either via “Administration => Goals” or via the reporting menu “Goals => Manage”. Then click on either “Add a new goal” or select an existing goal to edit it. At the bottom of the goal form, you will see a new row letting you configure a funnel. As with all our premium features we focused on displaying lots of inline help and explain directly in the UI what a funnel is about, what the steps are in order to configure a funnel, how a funnel helps you and more. This lets you use the Funnel feature even if you have never created or analyzed a funnel before.

  Preparing your Funnel configuration

  Before starting to configure a Funnel we usually have a brainstorm session identifying the funnels on a website or app and the paths we expect users to take there. Once we have identified each step, we click through those identified pages in our website and we note the URLs for each page as the URLs will be needed when you configure a funnel.

  Setting up a Goal

  Once we have finished the planning phase it is time to log into Piwik. We start by either adding a new goal or selecting an existing goal. If you are unfamiliar with setting up goals, have a look at the Piwik Goals user guide. At the bottom of a goal form when you create or update a goal, you can configure your funnel. The UI will first explain you everything about Funnels, what they are, how they help you and which steps you need to take in order to configure it.

  Configuring Funnel steps

  We start by configuring the steps we have identified in the planning phase. Those are the steps we expect our users to take when they convert a goal or purchase something. Now we need to add a step for each page we expect users to take, each step consists of a name and a pattern.

  The name will be shown to you in the funnel reporting so think of a good name that describes each step best, for example “Product”, “Cart”, “Checkout” and “Order”.

  The pattern is needed to define when a visitor will enter this step. Here it comes in handy to have already notes for each URL from the planning phase. You can select lots of different patterns based on “URL Path”, “URL” and “URL parameter”. For example “URL starts with”, “Path ends with”, “URL contains”, “URL matches the regular expression”, and more. Most tools make this configuration unnecessarily hard because they only allow you to choose from one or two patterns (only complicated pattern like regular expressions) and they don’t let you validate whether the URL you have in mind actually matches the pattern. There are three ways to validate your step configurations.

  

  Validating funnel steps

  When we configure a funnel, we validate our steps in the following three ways.

  1. Via the help icon next to the step configuration

  When you click on the help icon, you will receive valuable tips about configuring steps, what “required” means and how to match popular pages. It will also show you a list of all URLs that were tracked in your Piwik in the past and match your specified pattern. For example say you specify a pattern “Path starts with /products”, then Piwik will list all URLs that were tracked in the past matching this pattern. This lets you validate whether your pattern actually matches the URLs you had in mind. It will also show you if the pattern doesn’t match any known URL which can indicate that your configuration may be wrong.

  

  2. Via the URL validator

  Below the steps configuration you find a form field that lets you enter any URL.

  

  We recommend to enter each URL that you have noted before in the planning phase. Once you enter a URL, the configurations will be validated immediately and the result will be shown to you in the step configuration. When a step matches your specified URL, the background will become green, when a step does not match the URL, the background will be red.

  

  If the URL does not match the expected step, simply change your step configuration and the steps will be re-validated as you change the configuration. This way you will see instantly as soon as you got the configuration right.

  What you don’t want is that either all of your steps don’t match (red background) or that several steps match a certain URL (green background). When several step match one URL, then one visitor might enter several funnel steps on just one page. This usually indicates a problem with the step configuration.

  3. Manual funnel validation

  After we have created or updated the goal (more about this soon), we always test a funnel configuration manually. This means we now open our website and click through the pages that we hand in mind and check afterwards whether the steps we took actually appear in the funnel report as expected. This is just another safety net to make sure your funnel configuration is right.

  It is really crucial to have a correct funnel configuration as otherwise the shown data in the funnel reports might not be as helpful. That’s why we focused so much on making the validation part real easy.

  Activating and saving the funnel

  Once you are happy with your configuration, it is time to activate your funnel. As soon as you activate your funnel, a report for this funnel will be generated and the links and reports for this funnel will be visible in the UI. If you are later no longer interested in the funnel, simply deactivate the funnel so it won’t appear in the reporting UI anymore.

  

  To save your funnel configuration simply click on either “Add goal” or “Update goal”. The funnel will be automatically saved whenever you update your goal.

  Goals Management

  The funnel plugin also enriches the list of goals in the Piwik goal management. At a glance you can see whether a funnel for a goal is configured and activated (green tick in the funnel column), whether a funnel is configured but not activated (grey tick in the funnel column) or whether no funnel is configured for a goal (no tick at all).

  

  How to get Funnels and related features

  You can get Funnels on the Piwik Marketplace. If you want to learn more about Funnels you might be also interested in the Funnel User Guide and the Funnel FAQ.

  Similar to Funnels we also offer Users Flow which lets you visualize the flow of your users and visitors across several interactions.

• How Funnel for Piwik Analytics enriches your Piwik experience giving you ultimate insights and debugging capabilities

  13 janvier 2017, par InnoCraft — Community

  No matter what type of website or app you have, whether you are trying to get your users to sign up for something or sell products, there is a certain number of steps your visitors have to go through. On every step you lose visitors and therefore potential revenue and conversions. Therefore it is critical to know where your visitors actually follow those steps in your website or app, where you lose them and where your visitors maybe get confused. By defining a funnel, you can improve your conversion rates, sales and revenue as you can exactly determine where you lose your visitors in converting your goal or a sale.

  A Funnel defines a series of steps that you expect your visitors to take on their way to converting a goal. Funnels, a premium feature for Piwik developed by InnoCraft, lets you create funnels to get the data you need to improve your websites and mobile apps. Learn more about Funnel.

  In this blog post we will cover the reports the Funnel plugin provides. The next blog post shows you how to configure and validate your funnel in Piwik.

  

  Integration in Goal reports

  At Piwik and InnoCraft, we usually start looking into our goal reports. Funnel integrates directly into each goal reporting page giving you a quick overview how your funnel is doing. This saves us a lot of time as we don’t have to separately look into each funnel page and only takes us maybe an additional second to keep an eye on our funnels. By clicking on the headline or “View funnel report” link, you can directly go to the funnel report to get a more detailed report if you notice any spike in the evolution of the conversions or conversion rate.

  

  Getting an overall Funnel overview

  Next we usually go to the “Funnel Overview” page where it shows a list of all activated Funnels and their performance over time. You will find the look familiar as it is similar to the “Goals Overview” page. If we find something unusual there, for example any spikes, we usually directly click on the headline of the Funnel to go to the detailed Funnel report. You can also choose a funnel from the left reporting menu or search for a funnel by entering the shortcut “f”.

  

  Viewing a funnel report

  A funnel reporting page looks very similar to a Goal reporting page. It starts with an evolution graph and sparklines showing you the performance of your funnel over time.

  

  In the evolution graph you can select the metrics you want to plot. We usually have an eye on the funnel conversion rate and the number of “Funnel entries” or the number of “Funnel conversions”. The conversion rate alone does not show you how your funnel is performing. Imagine the rate is always stable at around 20% and you might think everything is alright, but if the number of visitors that take part in your funnel goes down, you might have a problem as the number of funnel conversions actually decreases even though the rate is the same. So we recommend to not only have a look at the conversion rate. The report will remember the metrics you want to plot each time you open it so you don’t have to re-select them over and over again.

  

  The funnel overview

  In the funnel overview we are giving you more details about the funnel and goal related conversion metrics so you don’t have to switch between the goal and funnel report and compare them easily.

  When you analyze a funnel report, you might not always remember how the funnel is configured. Even though you specify names for each step you sometimes need to know on which pages a certain step will be activated. By clicking on the funnel summary link you can quickly look into the funnel configuration and also see all important metrics at a glance in a simple table without having to scroll.

  

  You might also notice the Visitor Log link which will show you all actions for all visitors that have entered this funnel. This lets you really understand how your visitors navigate through your website and how they proceeded, exited or converted your funnel on a visitor level.

  

  The Funnel visualization

  Below the funnel overview you can visually see where your visitors entered, proceeded, converted and exited your funnel. We kept the UI clean so you can focus on the important things.

  Most tools only give you the pages where visitors have entered your funnel but we do better and also show you the list of external referrers used by visitors to enter your funnel directly (marketing campaigns, search engines or other websites). Also we do not only show only the top 5 pages but up to 100 pages and 50 referrers (more can be configured if needed). When you hover a row, you will not only see the number of hits but also the percentage each row has contributed to the entries. Here you want to look and understand how your visitors enter your funnel and based on the data maybe invest in successful referrers, campaigns and pages. If the pages or referrers you expect to see there don’t show up, your users might not understand the path you had in mind for them.

  

  Next you may notice how many visits have gone through each step, in this case 3487 visits. The green and red bar lets you quickly identify how many of your visitors have proceeded to the next step (green) compared to how many have exited the funnel at this step (red). Ideally, most of the bar is green and not red indicating that more visitors proceed to the next step than they exit.

  

  Now the next feature is really valuable. When you hover the step title or the number of visits, you will notice that two icons appear :

  

  Those two little icons are really powerful and give you even more insights to really dig into all the data. The left icon shows you the visitor log showing all actions of each visitor that have participated in this particular funnel step. This means for each step you get to see all the details and actions of each visitor. This lets you really debug and understand problems in your funnel.

  At InnoCraft, we understand that plain numbers are often not so valuable. Only the evolution over time, when you put the numbers in relation to something else you can really understand how your website is doing. The icon to the right lets you do exactly this, it lets you view the row evolution for each funnel step. We are sure you will enjoy this feature. It lets you explore how each funnel step is doing over time. For example the number of entries for a step or how many proceeded to the next step from here over time. Here you ideally want to see that the “Proceeded Rate” increases over time, meaning more and more visitors actually proceed to the next step instead of exiting it.

  

  We are sure you will really love those features that give you just those extra insights that other tools don’t give you.

  On the right you can find out where your visitors went to, if they did not proceed any further in the funnel. This lets you better understand why they left the funnel and did not proceed any further.

  

  At the end of the funnel report you find again the number of conversions and the conversion rate. Here we recommend looking into the visitor log when you hover the name of the last step as you can analyze how each visitor converted this funnel in detail.

  

  Applying segments

  Funnels lets you apply any Piwik segment to the Funnel report allowing you to dice your visitors multiplying the value you get out of Funnel. For example you may want to apply a segment and analyze the funnel for visitors that have visited your website or mobile app for the first time vs. recurring visitors. Sometimes it may be interesting how visitors from different countries go through your funnel, the possibilities are endless. We really recommend to take advantage of segments to understand your different target groups even better.

  The plugin also adds some new segments to your Piwik letting you segment any Piwik report by visitors that have participated in a funnel or participated in a particular funnel step. For example you could go to the “Visitors => Locations” report and apply a segment for your funnel to see which countries have participated or converted most in your funnel.

  Widgets, Scheduled Reports, and more.

  This is not where the fun ends. Funnels defines new widgets that you can add to your dashboard or export it into a third party website. You can set up scheduled reports to receive the Funnel report automatically via email or sms or download the report to share it with your colleagues. It works also very well with Custom Alerts and you can view the Funnel report in the Piwik Mobile app. You can manage Funnels via HTTP API and also fetch all Funnel reports via the HTTP Reporting API. The plugin is really nicely integrated into Piwik we will need some more blog posts to show you all the ways Funnels advances your Piwik experience and how it lets you dig into all the data so you can increase your conversions and sales based on this data.

  How to get Funnels and related features

  You can get Funnels on the Piwik Marketplace. If you want to learn more about Funnels you might be also interested in the Funnel User Guide and the Funnel FAQ.

  Similar to Funnels we also offer Users Flow which lets you visualize the flow of your users and visitors across several interactions.