work sample 1 - omniture sitecatalyst basics - prepared by brad ferguson
TRANSCRIPT
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Adobe SiteCatalyst Basics
Table of Contents LOGGING IN ................................................................................................................................ 1
SITE SELECTION ....................................................................................................................... 4 Basic Site Selection ........................................................................................................................... 4 Advanced Site Selection .................................................................................................................. 5 Narrowing Site Selection – The If-‐All-‐Criteria-‐Are-‐Met Option .................................................. 5 Expanding Site Selection – The If-‐Any-‐Criteria-‐Are-‐Met Option ................................................ 6
DATE RANGE SELECTION ....................................................................................................... 8 Basic Date Selection ......................................................................................................................... 8 Compare Dates Selection ............................................................................................................... 9
REPORT TYPES ...................................................................................................................... 11 Ranked Reports ............................................................................................................................... 11 Trended Reports ............................................................................................................................. 12
METRICS ................................................................................................................................... 14 Ranked Report Metrics ................................................................................................................. 14 Trended Report Metrics ............................................................................................................... 18
LOGGING IN Begin by following this link, xxxxxxxxxxxx , to the Adobe SiteCatalyst login page, shown in Image 1.
(Image 1)
By Brad Ferguson
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To log in, enter the company name (xxxxxxx), username (xxxxxxx) and password (xxxxxxxx). Choose Version 15 from the dropdown menu, and select the Standard login option. Check the Remember me box and click Sign In. **If you are unable to log in, do not immediately retry. Instead, close the tab and use the link above to open a new sign-‐in page. Then, carefully reenter the login information. If you fail to log in a second time, do not try again. Close the tab and contact your editor. Three failed logins will lock the entire Content Department out of SiteCatalyst. **
After you click Sign In, you will be taken to the SiteCatalyst homepage, shown in Image 2. To generate a report, select the dropdown menu indicated by the arrow.
(Image 2)
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Select the TTR & Hermanstreet Production suite from the indicated dropdown menu in Image 3.
(Image 3) Then, using the navigation options on the left side of the page, go to Conversion Content > Site/Category Reports > Friendly Name, as shown in Image 4.
(Image 4)
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SITE SELECTION
Basic Site Selection At this point, SiteCatalyst will have pulled data for all TMN properties. To narrow the selection, type the site name in the field indicated by the arrow in Image 5. In this example, we will use the Tablets review site.
(Image 5) You have now created a Ranked Report for the site you have selected. By default, the initial report pulls five metrics, indicated by the stars in Image 6, from data collected about the site (Arrow 2) over the last seven days (Arrow 1.)
(Image 6)
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Advanced Site Selection
Narrowing Site Selection – The If-‐All-‐Criteria-‐Are-‐Met Option Some site names include similar words. To find data for only a single site that you want to focus on, you have to use the Advanced Search function. To do so, select Advanced, indicated by both Arrow 3 in Image 6 and the arrow in Image 7.
(Image 7) In the case of Image 7, we are interested in viewing data for the standard Desktop Publishing Software Review site only, not including data for the Mac version of the site. To single out data for the non-‐Mac site, we must use the Advanced Search feature, which is shown in detail in Image 8.
(Image 8)
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Using the Match dropdown menu indicated by Arrow 1 in Image 8, you can select whether you want to filter the search based on whether all or any of the criteria are met. In this case, we want to use If all criteria are met and then specify those criteria in the Friendly Name Criteria field. Selecting the "+" or "-‐" buttons indicated by Arrow 2 adds or subtracts criteria, respectively. We want our results to contain data for the Desktop Publishing Software Review site, but not for the Mac Desktop Publishing site. The initial field should already be set to Contains and should be populated by the text "desktop publishing software." Click "+" to add another field and select the Does not contain option from the dropdown menu indicated by Arrow 3. Type "mac" in the field to restrict the appearance of that word in the search results. Now we are left with only data for the standard Desktop Publishing Software Review site, as shown in Image 9:
(Image 9)
Expanding Site Selection – The If-‐Any-‐Criteria-‐Are-‐Met Option Alternatively, you may be interested in comparing multiple sites' data using the same report. You can again use the Advanced Search function to do so.
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(Image 10) Use the Match dropdown menu indicated by Arrow 1 in Image 10 to select If any criteria are met. This will allow you to add multiple criteria to expand the number of sites included in the search results. In the image above, we have created two filters and selected the Contains option for both, as indicated by Arrow 2, which allows us to include multiple keywords – in this case, "smartphones" and "android phones." This selection will allow you to pull a single report for multiple sites, which can be helpful for comparisons, running the same report for multiple sites and any number of other reasons. The results of this type of search will include data for more than one site, as you can see in Image 11.
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(Image 11)
DATE RANGE SELECTION
Basic Date Selection To change the date ranges included in your report, click on the date range in the top right corner of the Reports & Analytics screen, as shown in Image 6 above, indicated by Arrow 1. This will open the Date Range Selection tool. You can use the Month | Year tool, indicated by Arrow 1 in Images 12 and 13 below, to select a date range by specific months within a year (Year), or by specific days within a month (Month).
(Image 12) View by Month
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(Image 13) View by Year You can click and drag to select the start and end dates for your report, as indicated by Arrow 2 in Images 12 and 13. Or, to be as specific as possible, you can manually enter the dates in the fields below the calendar indicated by Arrow 3. You can also select a preset date range from the Select Preset dropdown menu indicated by Arrow 4. Once you have selected your desired date range, double check to make sure you haven't included a date you didn't want to include or omitted a date you want to include. Then click Run Report, indicated by Arrow 5.
Compare Dates Selection To see how a site has performed over two distinct periods, which we generally use to compare site performance before a major change (such as a full refresh) to site performance following the change, it is best to use the Compare Dates option indicated by the arrow in Image 14.
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(Image 14) Date selection using the Compare Dates option is the same as the basic date selection option (drag select, manual entry or Select Preset). Again, you can use either the View by Month option or the View by Year option. Image 14 shows the View by Year option. The resulting report, shown in Image 15, displays comparative data for the site's performance, including the percent change from one period to the other.
(Image 15)
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This report indicates that the number of page views for the site decreased by 40.5% from the first quarter to the second. In other words, there were 1,752,514 fewer page views between April and June of 2013 than there were between January and March of 2013. It is important to remember that a number of factors affect a site's performance over a given time period. These include both controllable factors (such as matrix design, image selection, etc.) and uncontrollable factors (such as seasonality, market dynamics, etc.).
REPORT TYPES You have the option to run two different types of reports: Ranked Reports, which are the default, or Trended Reports. Arrow 1 in Image 16 indicates where to choose the report type. There are a number of differences between the two, but the most important differences are:
• Trended Reports pull data that is broken down over a period of time by intervals of an hour, day, week, month, quarter or year.
• Trended Reports pull data for only one metric, whereas Ranked Reports can pull data for up to ten metrics.
Ranked Reports You can use Ranked Reports to return data for a number of different metrics, which will give you a good overview of a site's performance. In Image 16 below, we have created a report that pulled data for the five default metrics over the default period (the last seven days). The bottom section, indicated by Arrow 3, will be the most useful to you. It lists the statistics for the selected metrics over the determined date range. The numerical figures will provide information that is more valuable to you than the percentages listed next to the figures.
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(Image 16) To change the metrics reported, you must select the Add Metrics button indicated by Arrow 2 in Image 16 above. We will discuss how to add and subtract metrics in the Metrics section below.
Trended Reports Although Trended Reports are limited to one metric, they are helpful for observing one metric over a specified time interval. In Image 17 below, we have selected the Trended Report option for the Tablets site's page views from September 2012 through August 2013. This report is broken down by day, but by using the View by option indicated by Arrow 1, you can break a Trended Report down by: hour, day, week, month, quarter or year. Use the Configure Graph option to optimize your report. The initial Trended Report will graph your data based on its percentage of all TechMediaNetwork performance data. You will instead want to create a graph that shows only the numerical data for the Tablets site. Select Configure Graph and then choose the Show Numbers option indicated by Arrow 2.
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(Image 17) Arrow 3 in Image 17 shows the breakdown of the Trended Report. Because we selected Day in the View by option next to Arrow 1, the information below the graph is the daily breakdown of Page Views over our selected date range. (It is helpful to note the percentages listed next to the numerical data on the right-‐hand side. These percentages are based on the page views of the Tablets site in relation to the page-‐view performance of all other TechMediaNetwork webpages. This could be helpful information to include in a report, but you will likely only be concerned with the numbers for the purposes of your reports, which is why you will want to select the Show Numbers option under Configure Graph, indicated by Arrow 2 above.)
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METRICS At this point, you will have learned how to select a site or sites (Site Selection), set the date range for your report (Date Range Selection), and choose your report type (Report Types). You are now ready to run a report for your site using specific metrics. Concerning metrics, the main difference between Ranked Reports and Trended Reports is the number of metrics you can select. Ranked Reports, which provide a broader summary of a site's performance, allow you to choose as many as ten metrics per report. Trended Reports, which essentially provide a time-‐lapse summary, only allow you to select one metric. The most important metrics are:
• Page Views • Visits • Buy Button Clicks • PV Per V – Calculated (Page Views per Visit). This is the number of page views divided by the number of visitors.
• BB CTR – Calculated (Buy Button Click Through Ratio). The ratio of visitors to buy button clicks, which is determined by dividing the number of buy button clicks by the number of visitors.
Ranked Report Metrics We will begin with a Ranked Report (see Report Types). To access the Metrics Selection tool, click the Add Metrics button indicated by the arrow in Image 18.
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(Image 18) Image 19 shows the Metric Selector tool. Within the Metric Selector tool is the Report Data Columns Canvas, indicated by Arrow 1 in Image 19 below, which contains the active metrics. For the report shown in Image 18, the five metrics reported on are those found in the Report Data Columns Canvas selections in Image 19. To remove unwanted metrics from a report, simply drag them out of the Report Data Columns Canvas and drop them in the Remove Item field indicated by Arrow 2 in Image 19.
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(Image 19) Arrow 3 in Image 19 points to the Available Metrics field. Note that the Metric Type is currently set to Standard. The Standard metrics selections are the most straightforward. This is where you will find the metrics for Page Views, Visits and Buy Button Clicks, among others. There is also a selection of Calculated metrics, as indicated by Arrow 1 in Image 20.
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(Image 20) For the report that we started in Image 18, we are interested in Page Views, Visits and Page Views per Visit. Comparing Image 19 with Image 20, you can see that we removed our unwanted metrics and are ready to drag and drop the PV Per V metric indicated by Arrow 2 in Image 20 into the Report Data Columns Canvas. After we have done this, we will press the OK button next to Arrow 3 to generate our report.
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(Image 21) The arrow in Image 21 points out the metrics we've chosen for our Ranked Report. Corresponding with the steps we took in Image 20, including adding the PV Per V metric, the report returned data for Page Views, Visits and Page Views per Visit.
Trended Report Metrics To run a Trended Report, select a desired date range, and then select Trended for the Report Type. For the purpose of this training, we will create a report for the Best Antivirus Software Review site for the period from September 2012 through August 2013. If you don't remember how to change the report type to Trended, refer to Arrow 1 in Image 16 above. Once you have selected a site, determined a date range and chosen a report type, you are ready to select your metrics. To open the Metric Selector tool, refer to the arrow in Image 18. As you can see in Image 22 below, the Metric Selector tool for Trended Reports has only one metric option available in the Report Data Columns Canvas. For this example, we will look at the Buy Button Click Through Ratio per day for Best Antivirus, from September 2012 to August 2013.
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(Image 22) The resulting report, shown in Image 23 below, provides the graph, indicated by Arrow 2, along with the breakdown of the ratio of visits to buy button clicks BB CTR per day, indicated by Arrow 3, for the Best Antivirus Software Review site over the selected date range.
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(Image 23) Concerning Arrow 1 in Image 23, note that we have selected Day for the View by option, BB CTR as the metric and an advanced data filter to narrow our selection to Best Antivirus Software. (Refer to the Narrowing Site Selection section of this training document for information about setting up advanced search filters.) The Day selection means that our data is being returned over daily intervals. We could easily change the interval to hour, week, month, quarter or year, as needed, by clicking View by next to Arrow 1. At this point, you should be comfortable enough with the basic functions of SiteCatalyst to generate a report for any site, over any date range or multiple date ranges, using either of the two available report types and any of the available metrics.