SiteCatalyst, or Reports & Analytics as it’s now known, provides for quite a few standard metrics. Of course you can add up to 100 of your own custom metrics (success events) and then you can create an unlimited supply of calculated metrics. Below are some of the more common calculated metrics, as documented within the Adobe platform.
Traffic Calculated Metrics
| Name | Formula | Metric Type | Description |
|---|---|---|---|
| Bounce Rate | Single Access/Entries | Percent | When a given page is the entry page, this calculated metric shows how often visitors leave the site without accessing any other pages. |
| Weighted Bounce Rate | (Single Access/Entries) * (Page Views/Total Page Views) | Percent | Same as Bounce Rate, but gives a higher value to pages that are viewed more often on the site, thus pushing your most popular pages with this problem to the top of the list. |
| Page Views per Visit | Page Views/Visits | Numeric | When applied at a site level: shows the average number of pages per visit. When applied in the Most Popular Pages report: shows the average number of times a specific page was viewed per visit. |
| Page Views per Visitor | Page Views/Daily Unique Visitors, etc. | Numeric | Shows the average number of pages per unique visitor (daily uniques, weekly uniques, monthly uniques, and so on.) |
| Exit Rate | Exits/Visits | Percent | In the Most Popular Pages report, when a certain page is part of a visit, shows how often it is an exit page. |
| Entry Rate | Entries/Visits | Percent | In the Most Popular Pages report, when a certain page is part of a visit, shows how often it is an exit page. |
| Multi-Page Visit Entry Rate | (Entries – Single Access) / Entries | Percent | In the Most Popular Pages report, when a page is the entry page, this shows how often it leads to at least one other page. |
| Visits per Visitors | Visits/Daily Unique Visitors, etc. | Numeric | Shows the average number of visits per unique visitor (daily, weekly, monthly, and so on.) |
| Page Views/No Reloads | Page Views – Reloads | Numeric | shows how many page views a page gets counting Back button or additional path views to the page, but not reloads. |
| Reload Percentage | Reloads/Page Views | Percent | Shows the percentage of the page views that were reloads of that page. |
Conversion Calculated Metrics
|  Name | Formula |  Metric Type |  Description |
|---|---|---|---|
| Average Order Value | Revenue/Orders | Currency | Shows average revenue per order. |
| Order Conversion | Orders/Visits | Percent | Shows the percentage of visits that result in an order. |
| Buyer Conversion | Orders/Visitor | Percent | Shows the percentage of visitors that place an order. |
| Checkout Conversion Rate | Orders/Checkouts | Percent | Shows the percentage of checkouts that result in an order. |
| Checkout Initiation Rate | Checkouts/Visits | Checkouts/Visits | Shows the percentage of visits that result in a checkout. |
| Average Order Size | Units/Orders | Numeric | Shows how many items are purchased in an order on average. |
| Event Conversion | Orders/Event | Percent | Usable for any custom conversion event; shows the percentage of visits that result in that conversion event. (For example, registrations per visit, form completion per visit, download per visit, and so on.) |
| Product View Conversion | Orders/Product View | Percent | Available in the product reports only. Shows the percentage of product views that result in an order. |
| Abandoned | Cart Adds – Orders | Numeric | Shows how many cart additions did not result in an order. (Effective at a product level as well as a site level.) |
| Abandonment Rate | 1 – (Orders/Cart Adds) | Percent | Shows the percentage of visitors who added an item to their cart and then did not purchase it. |
| Abandoned Revenue | (Revenue/Orders) * (Cart Adds – Orders) | Currency | Shows the general amount of revenue loss due to abandonment. (Revenue is based on the value of the average order.) |
| Custom eVar Conversion Rate | Orders/Instances | Percent | In a custom eVar report, shows the percentages of instances (or setting the variable) that resulted in an order. For example, when using a custom eVar to track internal searches, it can show the percentage of searches on a keyword that resulted in an order. |
| Campaign Conversion Rate | Orders/Click-throughs | Percent | (Available in Campaign reports.) Shows the percentage of click-throughs that resulted in an order. (Can also be used with any conversion event, not just orders. When using Event 1 for registrations, Event 1/Clickthroughs gives you the percentage of campaign click- throughs that resulted in a registration). |
| Revenue per “Action” | Revenue/Instances | Currency | In an eVar report, when an eVar is set when someone clicks something (like an internal promotion or specific navigation), this metric shows the amount of revenue that was a direct result of the click. |
| Average Item Value | Revenue/Units | Currency | Shows the average revenue per item purchased. |
| Event to Event Ratio | Event to Event Ratio | Percent | Shows the percentage of custom events that resulted in a different custom event. (For example, if you have a sign-in that may lead to a download, and they were set to Event 1 and Event 2 respectively, this shows you downloads per sign-in.) |
| “Unrounded” Revenue | “Unrounded” Revenue | Currency to the second decimal place | Revenue by default rounds to the dollar. If you want to see Revenue to the cent, create a calculated metric with two decimal places. |
Only some of these calculated metrics might be useful to you, which is why they’re not included as standard calculated metrics when you create a new report suite.
Remember though, with new calculated metrics, you need to educate your users on how to use the metrics (which reports to add them to) and how to interpret the results.
Tell us if you have any calculated metrics that you use.
