Understanding Site Analytics

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The Site Analytics page in Analytics helps you understand who’s visiting your website. Using Site Analytics, you can learn about the accounts that are visiting your website and the pages they are viewing. This allows you to tailor your content and messages based on what accounts are researching on your website. For more information about using Site Analytics, see Site Analytics Use Cases.

The information on the page differs if you select an account list versus an account.

  • For an account list, you can see metrics for account visits, unique visitors, and page views, a website visits graph, the accounts that visited your website, and the pages they viewed.
  • For an account, you can see metrics for the account's page views and unique visitors, a website visits graph, and the pages the account viewed.

Page Visit Types

Site Analytics reports on two types of page visits:

Customers who have synced MAS data might see more page visits per account than customers who haven’t integrated an MAS. To only view data about page visits from unknown visitors, create an activity filter from the Type field as shown in the following screenshot.

Filter_Criteria.png

Page Visit Counts

Demandbase and the MAS use very different technologies for identifying visitors, hence the likelihood of counting duplicates for page visits is low. Demandbase will sometimes identify a visitor to a website when the MAS will not and vice versa. Demandbase and the MAS will sometimes both identify a visitor, while sometimes neither system will identify a visitor. 

In the few cases when both Demandbase and the MAS identify a similar page visit to a website, Demandbase counts the visit detected by the Demandbase tag as a page visit from an unknown visitor. If the MAS later associates the same page visit to a known contact and syncs the data to Demandbase, the visit ends up being double-counted.

To get a complete picture of onsite engagement, the best practice would be to assign Engagement Minutes for both unknown and known site visitors. See Set Up Engagement Minutes for Activities.

URL/UTM Parameters

Site Analytics leverages URL/UTM parameters to track channel performance. For more information, see Landing Page URL and UTM Parameters and Reference: UTM Parameters to Use in Landing Page URLs.

Site Analytics for Account Lists

To view Site Analytics for an account list, from the left navigation bar, go to Analytics2.png Analytics > Site Analytics. Select an account list and specify a date range. 

To filter the page, use quick filters or click More Filters and use Selectors to define your filter criteria.

Select Account List.png

You can also toggle Engagement Minutes and Trending Onsite Engagement on or off to update the information displayed.

  • Engagement Minutes: By default, Demandbase only shows page visits that have Engagement Minutes assigned. Toggle off Site Analytics EM Toggle.png to show all page visits.
  • Trending Onsite Engagement: Toggle on Site Analytics TE Toggle.png to show accounts with a recent increase in page visits. When you toggle the option on, Demandbase shows the accounts that have more website visits in the past week than in the two months leading up to that week. The 7-day and 2-month time frames that Demandbase uses to find accounts with a surge in website activity is based on the end date that you select. For example, if you select September 30th as the end date, Demandbase compares website activity for the seven days ending on September 30th to the two months ending on September 24th.

Toggles 2.png

The Site Analytics page includes the following sections for the selected account list and date range:

KPI Cards (Account List)

The following cards are available that show information about the performance of your website for the selected account list and date range:

  • Accounts visited and change in accounts visited
    • The number on the card represents the total number of accounts that have visited. 
    • The percent and up or down arrow to the right of the number represents the increasing or decreasing percentage change in accounts that have visited.
  • Unique visitors and change in unique visitors:
    • The number on the card represents the total number of unique website visitors.
    • The percent and up or down arrow to the right of the number represents the increasing or decreasing percentage change in unique website visitors. 
  • Total page views and change in page views
    • The number on the card represents the total number of page views.
    • The percent and up or down arrow to the right of the number represents the increasing or decreasing percentage change in page views.

Tip: Demandbase calculates the percentage change shown on the cards by comparing the selected date range to the preceding equivalent date range.

Info Cards Account List.png

Website Visits Graph (Account List)

The Website Visits graph shows page view, new on-site, and returning account data for the selected account list and date range. 

In this section, you can:

  • Change the time period increments to view the data by days, weeks, or months.
  • Hover over a time period increment to show the data for that period.
  • Click Export to export the data in CSV format.

Website Visits Graph Account List.png

Accounts and Pages Tables (Account List)

For the selected account list and date range, the Accounts and Pages tables show details about the accounts that visited your website and the web pages they viewed. You can also use the table visualizer to see a graphical representation of the data in the tables, update the columns shown, and export the data in CSV format.

Tip: To see the new on-site and returning accounts from the Website Visits graph in the Accounts table, add the New Accounts and Returning Accounts columns. Yes or No appears in these columns for each account in the table to indicate if it is a new on-site or returning account.

For more information, see Use Tables in Site Analytics.

Site Analytics for Accounts

To view Site Analytics for an account, from the left navigation bar, go to Analytics2.png Analytics > Site Analytics. Select an account and specify a date range. 

To filter the page, click More Filters and use Selectors to define your filter criteria.

Select Account .png

The Site Analytics page includes the following sections for the selected account and date range:

KPI Cards (Account)

The following cards are available that show information about the performance of your website for the selected account and date range:

  • Total page views and change in page views
    • The number on the card represents the total number of page views.
    • The percent and up or down arrow to the right of the number represents the increasing or decreasing percentage change in page views.
  • Unique visitors and change in unique visitors:
    • The number on the card represents the total number of unique website visitors.
    • The percent and up or down arrow to the right of the number represents the increasing or decreasing percentage change in unique website visitors. 

Tip: Demandbase calculates the percentage change shown on the cards by comparing the selected date range to the preceding equivalent date range.

Info Cards Account 2.png

Website Visits Graph (Account)

The Website Visits graph shows page view and unique visitor data for the selected account and date range. 

In this section, you can:

  • Change the time period increments to view the data by days, weeks, or months.
  • Hover over a time period increment to show the data for that period.
  • Click Export to export the data in CSV format.

Website Visits Graph Account .png

Pages Table (Account)

For the selected account and date range, the Pages table shows the web pages the selected account viewed. You can also use the table visualizer to see a graphical representation of the data in the table, update the columns shown, and export the data in CSV format.

For more information, see Use Tables in Site Analytics.

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