Metrics in LRB

this page has been created to inform you of the differences between old historical report metrics and LRB metrics.

Attributions metrics

Conversion metrics are closely related to the attribution concept. One of the main aims of MixCommander module is to see whether each of your channels is attributed more or fewer conversions by changing your attribution model. To access your attribution models and see their impact on your conversions, click the “Attribution model”, edit the report, click on the attribution model (1) choose one or severals models and validate (2):

The following “Conversion” metrics are available:


How should these ads metrics be interpreted?

Ads metrics are a way of analyzing whether your campaigns are adequately rolled out (“impressions” metric) and bring enough traffic to your site (“clicks” metric).

A small number of impressions or clicks may reveal a problem regarding the relaying of your campaign or a message that is not optimized enough as to convince people to visit your site.

Conversely, a campaign generating a lot of impressions and clicks but few conversions (see metrics concerning conversion) may be symptomatic of the fact that your campaigns are aimed at the wrong target, or of a bad user experience on your site (in which case the “attributed analytics” metrics will help you determine the root cause of the problem).

Ads metrics are therefore extremely important for measuring the visibility and effectiveness of your campaigns, and for analyzing the performance of your partners who relay them.

Attributed Analytics


  • When a user proceeds browsing after having been inactive for 30 minutes, a new visit is counted and is associated to the “Direct access” channel and the “Continuous Visit” source.

  • If during a same browsing session 2 channels are recognized (ex: “SEM + Affiliation”), the visit will be attributed to the first one (SEM) but two clicks will be taken into account. One for SEM and one for Affiliation. Each new entry point leads to a new session.

  • Counters are reset every night at 00:00, so if a user is browsing in between 23h45 and 00h45, two visits will be counted even through they never left the site.

  • Counters are not reset every night at 00:00 anymore, so if a user is browsing in between 23h45 and 00h45, it will be counted one time.

  • A session can't last more than 4h

How should these attributed analytics metrics be interpreted ?

Attributed Analytics metrics are a way of analyzing the behavior of your visitors on your site.The “bounce rate” for instance may be high if site browsing is hard or the landing page is inappropriate.In such cases, certain visitors will quit the site after viewing the first page.

However, a high bounce rate does not always point to a problem on your site. It may also mean that your site is extremely optimized and that web users only need to view one page to find the information they are looking for. This figure can therefore be interpreted positively or negatively, depending on the context.

Another example, the “number of pages viewed per visit” and “Average visit duration” metrics are indicators of time spent and pages viewed by your visitors: a high number of pages viewed and a long time spent may mean that your users like to browse and spend time on your site, but it may also mean that they can’t find their way around the site and are forced to spend a long time there before finding what they are looking for.

There again, these figures should be analyzed alongside the conversion figures to check whether or the viewed pages lead the user to convert.Attributed analytics attributed metrics therefore help you better understand the behavior of visitors on your site, and help you improve certain aspects of the site: campaign home page, internal searches, site organization, etc.

Costs Metrics

Is a session metric the same as a visit metric ?

Analytics tools on the market use the term "visit" or "session" and have each their own way of calculating more or less closely. Nevertheless, a visit is often associated to a metric which cannot spill over into the next day (i.e. a visit is cut at midnight), whereas a session is generally only link to the browser activity (eg: a session is generally not cut at midnight)

Here are the specification of our session metric :

  1. The session ends after 30 minutes’ inactivity

  2. The session ends when the user close its browser

  3. A session can't last more than 4h.

  4. After 30 min of inactivity, if the user start again the session the source will be Direct Access continuous session

  5. No midnight cut-off : A 10mn session started at 23h59 will not be closed at 0h00. It will continue until 0h09 without generating 2 sessions (Some analytics tools cut will generates 2 visits in this cas, one from 23h59 to 0h00 and one from 0h00 to 0h09)

  6. Each new entry point leads to a new session

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