The “Conversion Details” report shows the winning channel(s) and source(s) for each conversion according to the selected attribution model.
The attribution model selected by default is “Last Touch Point” (= the conversion is attributed to the last channel in the customer journey, just before conversion). So the “Attribution” column shows the name of the winning channel with the “Last Touch Point” vision (1):
You can view the customer journey of your conversion in greater detail by clicking the magnifying glass next to the order ID.
A window pops up, listing the following elements:
– The “Conversion Details” section: it gives the date and user agent of the conversion (1).
– The “Customer journey” tab itemizes the contents of the customer journey to conversion (2):
- The “Position” column indicates the position of the touchpoint in the customer journey.
- The “Type” column indicates whether the touchpoint is a click or an impression.
- The “Touch point” column mentions the name of the channel and the source.
- The “Date event” column indicates the date and time of the touchpoint.
- The “Weight attribution” indicates the percentage of the sale the touchpoint is given.
Note: The “Touchpoint” on the first row (1) indicates the winning touchpoint according to the selected attribution model. In the screenshot below, given that the selected attribution model is “Last Click”, the winner of the conversion is the last touchpoint on the customer journey, namely the “SEO/google” click of 13/12/2015 at 00:44:03
To show attribution results conversion by conversion according to another attribution model, select the model of your choice in the “Attribution Model” dropdown menu (1).
If a single channel/source pair wins the conversion, you see it directly in the “Attribution” column. Otherwise, a message tells you how many channels/sources won the conversion (2):
The Conversion Details area allows you to:
Filter your data on the order ID (1)., and choose several other filters (below)
Click “PREVIEW” to apply your filters(2):
When the filter is applied, the five boxes to the right and the conversion details data underneath will automatically refresh and yield the filtered results.
Exporting the “conversion details” report:
Click the “Export” button to transfer all data from the report as an Excel file:
These are the options available:
1) – You can create a “simple” report that will contain the following elements:
- Identifier ID: TCID cookie (user identifier)
- Order ID: conversion ID
- Date: conversion date
- Amount: conversion amount
- Fraud Score: fraud score to measure the conversions reliability
- Winner channel: channel the conversion is allocated to according to the selected attribution model
- Winner source: source the conversion is allocated to according to the selected attribution model
- Winner campaign: campaign the conversion is allocated to according to the selected attribution model
- Winner device: device the purchase was made on (detected automatically)
- Click: number of clicks in the customer journey prior to the conversion
- Impression: number of touchpoints in the customer journey prior to the conversion
- Touchpoint: number of touchpoints in the customer journey
- Time to convert: time elapsed since the first touchpoint in the customer journey and the conversion
- Browser: browser used when the conversion happened
- IP: conversion IP
- Conversion segments: segment(s) associated to(s) the conversion (ex: “known/new client”, “pays”, etc.)
2) – You can create an “advanced” report containing data from “simple” reports and new information related to the customer journey’s touchpoints:
- Date: conversion OR touchpoint time and date
- Channel: touchpoint’s channel
- Source: touchpoint’s source
- Campaign: touchpoint’s campaign
- Device: Touchpoint’s device (detected automatically)
- Type: touchpoint’s contact (click or view)
- Page views: number of page views generated after the touchpoint intervened
- Win %: winning (“1”) or losing (“0”) touchpoints according to the selected attribution model.
3) – You can include duplicated conversions (conversions we received the same order ID for more than once) and excluded conversions (those the IP addresses are excluded for) in your exports.
4) – You can choose to create a “one shot” export or a scheduled export.
There are additional metrics available in the “Conversion Details” report, whose purpose is to give you a deeper understanding of your conversions.
The metrics are displayed in the table under the main Conversion Details area (1).
The “Conversion” metrics available are:
- Order ID: ID of the conversion.
- Date: Date of the conversion.
- Amount: Amount of the conversion.
- Fraud Score: Fraud score. This indicator identifies conversions that were potentially generated fraudulently. The detection criteria used are: IP address, User Agent, conversion ID and the date and time. 10 (maximum score) means that the sale is very reliable and 1 (minimum) means that the conversion may be fraudulent.
The “Customer journey” metrics available are:
- Attribution: Conversion attributed to one or more channel(s)/source(s).
- Click number: Number of clicks logged in the customer journey before conversion (the default data retention period is 90 rolling days).
- View number: Number of impressions logged in the customer journey before conversion (the default data retention period is 90 rolling days).
- Touchpoint number: Number of touchpoints in the customer journey before conversion (the default data retention period is 90 rolling days).
- Time to convert: Time elapsed between the first touchpoint of the customer journey and the conversion (the default data retention period is 90 rolling days).
- Post click/Post view:Conversion attributed as Post-Click or Post-Impression.
The “Visitor” metrics available are:
- Browser : Name and version of the browser used for conversion.
- IP: IP address of the conversion.
The additional metrics in the “Detailed conversions” report let you track data concerning a particular conversion.
The “Fraud score” metric for instance can be very useful for sites where the conversion is lead-generated, because providers can more easily create fictitious leads fraudulently. An analysis of this metric lets you ascertain that the conversions on the provider’s site are reliable, and where applicable, apprise your partner of the problem.
The “Clicks”, “Views” and “Touchpoints” metrics let you analyze the contents of the customer journey by conversion. These metrics give you an idea of the length and composition of customer journeys (mainly “click” or “impression” actions).
The “Time to convert” metric lets you analyze how long users take to convert on your site from the first point of contact with your brand. You can thus see whether the purchase cycle on your site is fast or slow. If it is very slow and your products impose too many restrictions, this may highlight campaigns that are rather weak.
Finally, the “Browser” metric tells you what browsers are used for conversions. If a very popular browser is under-represented, that may point to a browsing problem on your site for that particular browser.