How Ceros Analytics Are Calculated

Every analytics platform tracks data and events in slightly different ways. This article explains how each of the key metrics in our Analytics Dashboard is calculated.

Table of Contents

Unique Visitors

Viewing Analytics Data

Basic KPIs

Engagement KPIs

Unique Visitors

We track users with a unique user token stored as a first-party cookie in the user’s browser. The cookie (and user token) will be cleared if the user clears their browser cookies or does not visit a Ceros Experience for 1 year. The user token is specific to the user and the root domain of the Experience (e.g. ceros.com). It is not Experience-specific. If a vanity domain is used to access the Experience, the cookie will be specific to the root of the vanity domain.

Smartphone vs. Tablet vs. Desktop Visits

A single user viewing an Experience from a combination of smartphone, desktop or tablet devices will count as individual users because they will have different user tokens.

Disabled Cookies

If a user has cookies disabled, they will be treated as a new visitor each time they open an Experience. However, all events logged during the session will be associated with the user token that was generated when the Experience was opened.

Viewing Analytics Data

Data Freshness

  • Data will be viewable in the Analytics Dashboard within a few seconds of an event being generated in a visitor’s browser.
  • The data in the Analytics Dashboard is automatically refreshed every 10 seconds.

Dates

Analytics can be viewed from any date range between the first publish date and current day.

  • Filter dates are inclusive, meaning data logged between the start of the start date and the end of the end date will be included in the results.
  • Filter dates and daily reports currently use Eastern Time. Additional time zone selections will be added in the near future.

Basic KPIs

See specific sections for more info on each metric.

  • Total Visitors: Number of unique visitors that view an Experience over the selected time period.
  • Total Opens: Total number of Experience opens over the selected time period.
  • Total Page Views: Total number of page views over the selected time period.
  • Average Visitors Per Day: Total Visitors / Number of Days.
  • Average Opens Per Day: Total Experience Opens / Number of Days.
  • Average Page Views Per Day: Total Page Views / Number of Days.

Visitors

We define a visitor as a unique user to an Experience. A user who visits an Experience multiple times is still considered to be a single unique visitor.

Average Visitors Per Day
Number of visitors that have viewed an Experience / number of days in date range. By selecting an appropriate date range for the lifetime of your experience, you can get an accurate depiction of how many users visited your experience each day on average.

Total Visitors
Number of unique visitors that view an Experience between the selected start and end dates. Each unique visitor will only be counted once in this calculation. Note that the sum of the Visitors By Day totals may not equal this value.

Visitors By Device
Breakdown of the specific devices used to view the Experience for each visitor. All non-device visitors will be added to the Desktop category. The top 10 devices are displayed with the sum of the remaining categories grouped in an “Other” category.

  • Total: Total unique visitors to view the Experience with a specific device.
  • Percent (%): Percentage of all visitors to view the Experience with a specific device.

Visitors By Device Type
Breakdown of the general type of device (Desktop vs. Smartphone vs. Tablet) used to view an Experience for each visitor.  All non-device visitors are grouped in the Desktop category.

  • Total: Total unique visitors who view the Experience from a specific device type
  • Percent (%): Percentage of all visitors who view the Experience from a specific device type.

Visitors By Browser
Breakdown of the specific web browser used to view the Experience for each visitor. The top 10 browsers are displayed with the sum of the remaining categories grouped in an Other category.

  • Total: Total unique visitors who view an Experience on a specific browser.
  • Percent (%): Percentage of all visitors who view an Experience on a specific browser.

Visitors By Country
Breakdown of the visitor’s country of origin. The top 10 countries are displayed and the sum of the remaining categories is grouped within the Other category.

  • Total: Total unique visitors who view the Experience from a specific country.
  • Percent (%): Percentage of all visitors who view the Experience from a specific country.

Opens

An Experience Open is recorded when the Experience is loaded into a user’s browser. It can be thought of as a session. If a user refreshes their browser, the Experience will reload and a new “open” event will be recorded.

Opens By Day
Number of times the Experience was opened in each day. If a user loads the Experience multiple times in a single day, each load will count as an “open.”

Total Opens
The total number of Experience Opens between the selected start and end dates.

Average Opens Per Day
Computed as Total Opens / Number of Days.

Page Views

A Page View is recorded when a user views a single page of an Experience. A Page View is recorded when the Experience is initially opened (viewing the first page). If a user navigates from page 1 to page 2 and then back to page 1, 3 page views will be recorded.

Page Views By Day
Number of times a single page was viewed each day.

Total Page Views
The total number of page views recorded between the selected start and end dates.

Average Page Views Per Day
Computed as Total Page Views / Number of Days.

Page Views By Page
The following metrics are computed for each page:

  • Total Page Views: Total page views for a specific page.
  • Percentage of Total Page Views: Percentage of all page views recorded for this page (i.e. number of page views for the page divided by the total number of page views across all pages).

Visitors by Page

This metric is the number of unique visitors who view each page of an Experience. If a visitor views the same page on multiple days, they will only be counted as a single visitor to the page.

Total Visitors
The total visitors who open an Experience (and view any page) over the time period.

Average Visitors Per Day
Computed as Total Visitors / Number of Days.

Visitors By Page

  • Total Visitors: Total Visitors to visit the specific page over the selected time period.
  • Percentage of All Visitors: Total Visitors (for page) /  Total Visitors (overall)
  • Percentage Difference: The +/- % column shows the percent difference of page visitors between the current and the previous page.

Inbound Referrals

Inbound referrals show how visitors are navigating to an Experience by URL domain. For example, if a user navigates to an Experience from a Google search results page, the referring domain would be www.google.com. The referring URL would be the full URL of the google search results page. If a user navigates directly to an Experience either from a bookmark or typing the Experience URL, no referrer information will be logged and these referrals will be displayed as Direct.

Note: If you’re looking at analytics for an embedded Experience, the recorded Inbound Referral data will not be very useful, as it will point to the host page as the referrer. Instead, you should look at the referral data to the container page in your Google Analytics account or other analytics platform.

Referring Domains
The top 10 inbound referral domains are displayed with the sum of the remaining domains grouped within an “Other” category.

  • Domain: The domain of the page the user navigated from to view the Experience.
  • Total: Total visitors who navigate to the Experience from a specific domain.
  • Percent (%): Percentage of all visitors who navigate to the Experience from a specific domain.

Referring URLs
The top 10 inbound referral URLs are displayed with the sum of the remaining URLs grouped within an Other category.

  • Domain: The domain of the page that the user navigated from to view the Experience.
  • Total: Total visitors who navigate to the Experience from a specific URL .
  • Percent (%): Percentage of all visitors who navigate to the Experience from a specific URL.

Engagement KPIs

See the individual sections for more info on each metric.

  • Total Time Spent for All Visitors: Total time spent by all users on all pages.
  • Average Time Spent By a Visitor: Total Time Spent / Total Visitors.
  • Average Time Spent on a Page: Total Time Spent / Total Page Views.
  • Total Shares: Number of times a user clicked a link to share the Experience on a social network.
  • Total Interaction Clicks: Number of times a user clicked a component with a “on click” interaction.
  • Total Video Plays: Number of times a video started playing.
  • % of Visitors Shared Socially: Percentage of all visitors who click on a sharing link.
  • % of Visitors Clicked an Action: Percentage of all visitors who click on at least one component with an “on click” interaction.
  • % of Visitors Played a Video: Percentage of users to start playing a video.
  • Total Outbound Link Clicks: Number of times a user clicked a component with an “on click” interaction with a “open url” target.
  • % of Visitors Clicked an Outbound Link: Percentage of the total visitors to click on an outbound link.

Time Spent

Time spent (e.g. page dwell) is tracked differently before and after April 1, 2016.

Prior to April 1, 2016

  • Time spent is recorded as the time between page transitions. If the user does not transition between pages, no time is recorded.
  • Single page dwell times greater than 30 minutes are excluded (assuming the user was not actively engaged for that long).
  • The time spent for single page Experiences will be zero because there are no page transitions.

After April 1, 2016

  • We track the user view time in 5s increments while the user interacts with the page.
  • Interactions include clicking, scrolling, and video playing. Note that this does NOT include videos with the “Loop Forever” option checked.
  • If a user has not interacted with the page for 30 seconds, we stop accumulating dwell time for the user. If the user resumes interaction with the page, we resume the tracking.
  • We stop tracking immediately if the page is hidden in a tab or is not the window in focus. Likewise, we resume tracking when the tab or window has focus again.

Time Spent by Day
The total time spent on all pages of the Experience on each day.

Total Time Spent for All Visitors
Total time spent time on all pages over the time period.

Average Time Spent by a Visitor
The average amount of time visitors view the Experience. This metric is calculated as the Total Time Spent for All Visitors / Total Visitors.

Average Time Spent on a Page
The average amount of time visitors spend during each page view. This metric is calculated as the Total Time Spent For All Visitors / Total Page Views.

By Page Breakdown

  • Average Time Spent: Average time spent on the page per page visitor (e.g., the total time spent on the page / number page visitors).
  • Total Time Spent: Total time spent on the page across all visitors.

Social Shares

Social shares are recorded when a visitor clicks one of the preset social sharing options in the header menu of an Experience. Shares are also recorded when a user clicks a component with a sharing interaction assigned.

Note: We only track whether the user clicked the sharing links. We do not track whether a user actually shared the Experience.

Social Shares by Day
Number of times a social sharing link was clicked each day.

Total Shares
Total number of times a sharing link was clicked.

Shared Through
A breakdown of sharing clicks by social platform.

  • Shares: Number of times a user clicked a sharing link in an Experience.
  • Percent % of Total: Number clicks on a specific social share / total number of sharing link clicks.
  • Shared by: Number of unique visitors to click a sharing link.
  • Share Rate: Percentage of visitors to click a link to a specific social platform.

Interaction Clicks

Interactions clicks are recorded when a visitor clicks a page component that has an “on click” interaction.

Interaction Clicks by Day
Number of times an interaction link was clicked each day.

Total Interaction Clicks
Total number of times an interaction link was clicked over the time period

Interaction Clicks by Page

  • Page Number: Page number of the Experience. Pages with no interaction clicks will be omitted.
  • Interaction Clicks: Number of interaction clicks on the page.
  • Percent % of Total: Percentage of all the interaction clicks that occurred on this page (i.e. interaction clicks on the page / total interaction clicks across all pages).
  • Clicked by: Number of unique visitors who click a interaction link on the page.
  • Click Rate: Percentage of visitors who click an interaction link on the page.

Interaction Clicks by Object
A breakdown of clicks per interaction link. The top 100 interaction click objects will be displayed with the sum of the remaining interaction links grouped within the Other category.

  • Object Name: The name of the component (set in the Studio).
  • Page: Number of the page that contains the object.
  • Clicks: Number of clicks of the interaction link.
  • Clicked by: Number of unique visitors to click the interaction link.
  • Click Rate: Percentage of visitors to click the interaction link.

Video Plays

Prior to June 8, 2016

A Video Play is recorded every time a video is started. Resuming a paused video or seeking the video forward while it’s playing will generate additional Video Play events. Auto-play videos record a video play when the video is started.

After June 8, 2016

A Video Play is recorded when the video plays initially either by automatic or user-initiated play. The play event is only triggered once per video per session.

  • If a user stops/starts or seeks to a different spot in the video, or switches pages no additional play events will be recorded.
  • If the user refreshes the browser, a new Session will be started.

Video Plays by Day

Number of times a video was played by day.

Total Video Plays

Total number of times a video was played.

Video Plays per Video

A breakdown of video plays per video. Top 50 videos will be included with the sum of the remaining video plays grouped within the Other category.

  • Video: Original filename of the video when it was added the Canvas. If a video appears multiple times in the Experience, there will be a separate row for each instance.
  • Plays: Number of times the video was played.
  • Percent % of Total: Percentage of all plays that occurred for this video (i.e. video plays / total video plays across all videos).
  • Played by: Number of unique visitors to play the video.
  • Play Rate: Percentage of visitors to play the video.

Outbound Link Clicks

Outbound links are a special “on-click” interaction link with a target that redirects the user to a page outside of the Experience (“Go To URL” interaction target). Clicks on these links will also appear in the Interaction Clicks analytics data.

Outbound Link Clicks by Day
Number of times an outbound link was clicked by day.

Total Clicks
Total number of times an outbound link was clicked.

Outbound Link Clicks by Page
Top 50 URLs will be included with the sum of the remaining outbound link clicks grouped within the Other category.

  • Outbound Link URL: The URL of the outbound link interaction. If an outbound link URL occurs multiple times in the Experience, the total click count will be aggregated together in a single row.
  • Clicks: Number of outbound link clicks for the URL.
  • Percent % of Total: Percentage of all clicks that occurred for this outbound link (i.e. outbound link clicks for the URL / total clicks across all outbound links).
  • Clicked by: Number of unique visitors to click a outbound link for the URL
  • Click Rate: Percentage of visitors to click an outbound link for the URL.

How to Implement Analytics Tracking in Ceros Content

With the right interactive storytelling approach and Ceros’ design Studio to bring your vision to life, you’re going to have some awesome content to use for your marketing program. Once that content goes live, you’ll want to track how it’s performing.

Ceros has an analytics dashboard that tracks activity inside your content. However, you can also integrate third-party analytics to track performance of Ceros content in your existing systems.

The majority of our clients integrate Google Analytics and their marketing automation platform’s tracking into their Ceros content. You can also utilize a tag management system like Google Tag Manager or Tealium. Let’s walk through how to implement tracking for these three types of analytics programs.

Google Analytics

Google Analytics is used by millions of companies to monitor website traffic and goals. Now you can use it to monitor the same metrics on your Ceros content. To get the most out of your integration, start by asking a few questions.

What Are You Trying to Track?

Before everything else, it’s important to know which metrics are important to you and the goals you want to hit by using Ceros.

Establish your objective, and the key performance indicators associated with it. Then, you can identify the best metrics to track, and can set up your analytics to fit your needs. By creating a focused analytics plan, you ensure that the most important items get measured.

Key Differences

Should you use the basic Google Analytics integration or drop the entire tracking code into the Custom HTML? Here are the key differences.

Built-in Integration

When you use the built-in Ceros integration, you simply input your Google Analytics tracking ID into the Integrations Panel at the Account or Experience level.

With this configuration, the following occurs:

  • A separate pageview fires for each experience page visited.
  • Time on page is calculated for each individual experience page.

Custom HTML (Full Tracking Code or Google Tag Manager)

Alternatively, you can drop your tracking code or Google Tag Manager pixel into the Custom HTML section of your Experience.

With this configuration, the following occurs:

  • Only one page view will fire for the entire experience, regardless of number of pages visited.*
  • Time on page is calculated from the time the experience is first loaded to the last hit.

Although it is possible to combine both methods, you normally won’t need to. When doing so, be sure to use a separate Property ID for each. Otherwise, you could get conflicting information.

*It is possible to fire Google Analytics events in the Custom HTML panel via javascript or Google Tag Manager. More on this later.

Property ID or Tracking Code?

Depending on whether you want to see metrics for each individual page or just know that people viewed the Experience, you’ll implement tracking differently.

To track each individual page, simply plug your Google Analytics ID into the Integrations Panel, either for your full account or for a specific Experience.

Analytics Popup

If you’re more interested in a high-level overview, then plug your GA tracking code into the Custom HTML field.

GA Tracking Code

Together or Separate?

Do you want to see Ceros stats alongside the rest of your web pages or set apart?

  • For standalone Experiences, you typically want to track with the same property as the rest of your website. This option will treat your Ceros content like another page of your site.
  • For embedded Experiences, you’ll want to use a separate Google Analytics property.  Otherwise, you could end up with some pages counted twice (parent page and embedded content).
  • When using a separate Google Analytics property, make sure clicks from your experience to your website are being tracked properly. For example, add UTM parameters to URLs that click to other website pages or simply track referrals from view.ceros.com.
  • To preserve session and acquisition metrics, it’s preferred for your Ceros Experience to share the same Google Analytics property as your other pages.

What metrics can I see in Google Analytics?

Regardless of which method you use, you’ll be able to see any metrics typically available in Google Analytics. This includes:

  • Audience Intelligence – number of sessions, page views, visitors, bounce rate, session duration, pages/session.
  • Traffic Acquisition – channels that drive traffic to your Experience.
  • Visitor Behavior – pages of your Experience that receive traffic.
  • Goal Conversions – if you’ve set up goals, you’ll be able to see how Ceros Experiences impacted conversions.
  • Real-time Analytics – live report of users on your site. Real-time dashboard is also good for debugging your installation.

Marketing Automation Tracking

In order to track interactions with Ceros content in a per-user basis, you’ll need to include the tracking script or pixel for your marketing automation platform (MAP). We support every major MAP, including:

  • HubSpot (which we use ourselves)
  • Marketo
  • Eloqua
  • Pardot
  • Act-On
  • InfusionSoft
  • and more

You can drop your tracking script into the Custom HTML field in the Settings section of your Experience, or use the Integrations Panel to input your marketing automation system’s tracking code (if we support it).

This will allow you to track who’s viewed specific Experiences hosted on Ceros’ default subdomain (view.ceros.com).

Marketing Automation Tracking Pixel

If you want to push more granular analytics into your marketing automation platform, you may be able to using our Software Development Kit (SDK) and your in-house development team. You can also push javascript events to your MAP via Google Tag Manager.

Google Tag Manager

Google Tag Manager (GTM) is a popular free tool for managing website tags like Google Analytics, ad pixels, and marketing automation scripts. Before you get started, here are some important tips for connecting GTM to your Ceros Experiences.

Sending GTM Events

You can send Google Analytics or MAP events — including clicks, timers, and form submissions — by adding your GTM code to the Custom HTML field in the Settings Panel. Before deploying to a live audience, we recommend that you test how the container and any events fire by using Google Tag Assistant. Watch this video by Kissmetrics if you’d like to learn the basics about Google Tag Manager events.

Pageview Triggers Only Fire on Experience Load

Google Tag Manager works simply enough for single page Ceros Experiences. Just add your GTM code in the Custom HTML panel to track events with no loss in data.

For multi-page Experiences where you want to track each page separately, you’ll most likely be better off using the built-in Google Analytics integration. Simply add your Google Analytics property ID to track metrics on each individual page of your Experience.

Advanced Pageview Tracking in Multi-Page Experiences

For experienced coders, using GTM in a multi-page Ceros Experience is possible. However, you’ll need to use a custom JavaScript tag to do it.

Although Ceros Experiences are hard-wired to change the URL when switching pages, everything actually resides within a single HTML document. Unless you’re using the built-in integration, Google Analytics will only register one pageview for each multi-page Experience.

To record a pageview for every page, you can set up a JavaScript listener event for window.location (here’s a jQuery script to get you started). Then use that to trigger a separate Google Analytics pageview tag. Finally, add your code to the Custom HTML field of the Settings Panel of your Experience.