Reading your analytics
Overview is the screen you land on. It opens with What needs attention — a short list of things that look wrong, each with a button that takes you to the view that explains it. Start there.
Below it, the numbers are grouped so you can read them in a sensible order rather than scanning a wall of tiles. Then comes Sessions worth watching: a few visits from the last 48 hours, each with the reason it was picked, such as a purchase, an abandoned checkout, a search or a long browse. Open one to see the journey behind the numbers (see Session detail). Snapshots of Where sessions start, Referrer quality and Meaningful actions close the screen.
The groups
Section titled “The groups”In the order they appear:
| Group | Answers |
|---|---|
| Commerce KPIs | What visits were worth |
| Traffic | How many people and visits arrived, and how much they viewed |
| Engagement | How much of your storefront they actually looked at |
| Session Quality | Whether visits were meaningful or glancing, and how many came back |
| Data Quality | Whether to trust the rest of it |
| Conversion | How many moved toward buying |
Start at Data Quality if a number looks surprising. It is quicker than investigating a figure that was never reliable.
Metrics worth understanding
Section titled “Metrics worth understanding”Most are familiar from any analytics tool. A few are specific to a swipe-first storefront, and those are the ones that tell you something new. The names below are exactly as they appear on screen.
Details Opened Rate. How often someone went past a Feed card into the cube behind it. The closest thing to “did the card do its job” — a card that looks good but is rarely opened is not working.
Detail Retention Score. How far into a cube people typically get: of the sessions that opened a cube, the average share still there at each card. Low retention means your detail loses people; the session view shows where.
Avg Swipes (Mainfeed / Details). How many detail cards people swipe for every Feed card they swipe. Higher means people go deeper instead of skimming the Feed.
Swipe Back Rate. How often people go back. Occasional is normal browsing. A lot of it can mean people are overshooting something they wanted.
Product Interaction Rate and Gatekeeper Interaction Rate. The share of sessions that opened a product cube, and the share that opened any other kind of cube, such as editorial.
Bounce Rate and Single-Cube Vertical Sessions. Visits that did essentially nothing. Lower is better for both.
Tracking Users Without Events. A data-quality measure — visitors recorded with no activity attached. If it climbs, treat the other numbers with suspicion and check your setup.
Comparing periods
Section titled “Comparing periods”Every metric can be compared against the previous period, and the change is coloured by whether it is good news — which is not always “up”. Bounce Rate, Single-Cube Vertical Sessions and Tracking Users Without Events all count as improvements when they fall. Conversion funnels use the same comparison: ordered steps, journey reach, and browse depth all show the change against the compared range. Drop-off falling is an improvement.
A comparison tells you a number moved, not when. Most cards also show a small graph of the selected range, one point per Granularity step, so you can tell a single spike from a change that held all period. The graph is the selected range only. A range that fits in one step, such as a single day by Day, has no graph.
Total Sales, Average Order Value and Average Basket Size have a graph when the range had sales. Unique Visitors counts people in each step, so the points can add up to more than the number on the card. These cards have no graph: Products Viewed, Product Interaction Rate, Gatekeeper Interaction Rate, Returning Visitors, Detail Retention Score and Tracking Users Without Events.
Date ranges
Section titled “Date ranges”Pick a range long enough to mean something. On a storefront with modest traffic, a single day tells you very little, and two days rarely differ for reasons worth acting on.