1. Home
  2. Analytics
  3. Campaign Tools Analytics
  4. Analytics for a Specific Target Track

Analytics for a Specific Target Track

Want a video walkthrough? Check out this video from our client success team.

There are two ways to view Target Analytics:

For all Target Tracks: view data from all of your Target Tracks. This is useful for comparing the performance of your tracks.

For a specific Target Track: view data from a single Target Track. This allows you to drill down into the specifics of how a track is performing.

This article covers Analytics for a specific Target Track.

  1. Click on Target in the lefthand navigation panel.
    image
  2. Click on the specific Target Track you want to view data for.
    image
  3. Click Analytics in the top right corner.
    image
  4. You are now on the analytics page for the chosen Target Track.
    image
  5. For definitions of the Analytics fields see below.

Understanding Target Analytics: Single Track View

This article provides detailed definitions to help you understand the analytics of a single Target Track. If you want definitions to understand the analytics from all of your Target Tracks, click here.

Notes

  • Scroll horizontally on any table to view all fields.
  • Sort tables according to any field by clicking on the column header.
  • Download any of the tables in CSV format by clicking Download CSV underneath the bottom right corner of the table.

Overview Tab

  • Headline – Provides a high level summary of how your Target Track is performing. Includes information on total unique visitors, total asset views, average binge rate, increase from single asset views to multiple asset views, and the total amount of time visitors viewed additional assets beyond the first.
  • Unique Visitors – Total number of unique visitors that have engaged with your Target Content Track.
  • Total View Time – This is the total amount of time your audience has spent engaging with your Target Track.*
  • Total Sessions – Total number of times your Target Tracks has been visited.
  • Incremental View Time – Total amount of time your audience spent viewing assets beyond the first asset in the Target Track.
  • Form Submissions – Total number of PathFactory standard forms submitted by visitors while engaging with your Target Track. If you are using PathFactory’s Capture Tag, this number will be the total number of PathFactory standard forms as well as external and custom forms.
  • Average View Time – Average amount of time that each visitor spent within the Target Track.
    image
  • Views to Content
    • First Content Asset: Total number of times the first asset in the Target Track was viewed.
    • Incremental Content Assets: Total number of additional content assets viewed beyond the first asset in the Target Track.
    • Total Content Asset Views: Total number of times any content asset was viewed in the Target Track.
    • More Views of Your Assets: Percentage of content viewed beyond the first asset, calculated by dividing Incremental Content Assets by the First Content Assets in a session.
  • Engagement Time
    • First Asset View Time – Total time your visitors spent viewing the first asset in the Target Track.
    • Incremental View Time – Total time your visitors spent viewing any assets beyond the first in the Target Track.
    • Total Engagement – Total time your visitors spent viewing your Target Track.
    • More Time Spent on Your Assets – Percentage of additional time your visitors spent viewing content assets beyond the first asset, calculated by dividing Incremental View Time by First Asset View Time.
  • Visitors Distribution – Chart showing the total known and unknown visitors, and known and unknown bingers.
  • Visitor Activities Chart – Chart showing up to the top 8 Visitor Activities whose conditions were met from your Target Track during the specified time period.
  • Attribution – If you have been using UTM parameters in your Target Track URL, this section will display where your traffic is coming from, and is sortable by the various UTM parameters (ie. Source, Content, Campaign, Term, Medium).
    image
  • 5 Most Viewed Assets – Based on aggregated views, this shows you the top 5 viewed assets in the Target Track.

Content Tab

The Content tab provides a table detailing engagement with specific content assets.
image

  • Internal Name – The name given to a content asset which is only visible within your PathFactory instance, and is not visible to the public.
  • Public Title – The public-facing title of a content asset.
  • Total Views – The total number of times each content asset was viewed in the Target Track.
  • Average View Time – This is the average amount of time that visitors spent on each content asset in the Target Track.
  • Captures – The total number of visitors who identified themselves by filling out a form on a given content asset within the Target Track.
  • Emails – The total number of emails sent sharing a given content asset within the Target Track.
  • Likes – The total number of likes each content asset generated within the Target Track.
  • Shares – The total number of times each content asset was shared from the Target Track.
  • Click Rate – The percentage of how often each content asset was clicked on after being promoted to a visitor. This number is calculated by dividing the total number of clicks from visitors selecting that content asset by the total number of impressions (an impression is counted as every time a content asset was shown to a visitor in a promoter).

Visitors Tab

The Visitors tab provides multiple configurations to view visitor data.

Visitor Journeys per Session

Visitor Journeys per Session presents visitor data for each session. The number of rows in this table reflects the number of sessions for the Target Track. Additional configuration is available, as you can choose to view details of the session, details of the visitors, or UTM parameters.

Click the arrow to the left of a visitor ID to see a visual representation of the visitors journey during their session. Click Show All Visitor Journeys in the top right for this view of every session.

All Visitor Journeys per Session tables have two CSV options available to download.

  • Sessions – Provides session-based information such as total assets viewed during a given session, and total and average session durations.
  • Asset Views – Provides content asset-based information such as time spent on a given asset, and tags associated with each content asset.

image

Session Details

  • Visitor – The individual who is viewing your content track. If the visitor has been identified this field will display their email address. If they are an anonymous visitor this field will display their unique ID. Using cookies, we are able to give the same ID to returning visitors, even though they are anonymous.
  • Visit Time – The time and date stamp of the beginning of each session.
  • Engagement Score – The engagement score achieved by the visitor in the given session. The engagement score is a number of points you give to visitors once they have interacted with a content asset in the way which you have already defined as significant. The engagement score on this table is the sum of points a visitor has achieved from the content assets they engaged with.
  • Total Views – The total number of content assets the visitor viewed during the session. If the visitor viewed a particular content asset multiple times, each of those views will be counted here.
  • Assets Viewed – The total number of unique content assets the visitor viewed during the session.
  • Total Time – The total time the visitor spent in your content track.
  • Average View Time per Asset – The average time the visitor spent on content assets during their session. Calculated by dividing the Total Time by the Assets Viewed.

image

Visitor Details

  • Visitor – The individual who viewed the content track. If the visitor has been identified this field will display their email address. If they are an anonymous visitor this field will display their unique ID. Using cookies, we are able to give the same ID to a returning visitor, even though they are anonymous.
  • Visit Time – The time and date stamp of the beginning of each session.
  • Account – The name of the account from which the visitor accessed your content track.
  • Email Domain – If the visitor has been identified this field will display the domain of that email address. For example, for the email abc@example.com this field would display “example.com”
  • City – The city the visitor was in when they accessed the content track.
  • Country – The country the visitor was in when they accessed the content track.
  • Device – The type of device the visitor used to access the content track. Examples include desktop and mobile.
  • Browser – The name and version of browser used to access the content track. Examples include Chrome, Firefox, and Safari.
  • Operating System – The name and version of operating system used to access the content track. Examples include Mac, Windows, and Linux.

image

UTM Parameters

  • Visitor – The individual who is viewing your content track. If the visitor has been identified this field will display their email address. If they are an anonymous visitor this field will display their unique ID. Using cookies, we are able to give the same ID to returning visitors, even though they are anonymous.
  • Visit Time – The time and date stamp of the beginning of each session.
Warning
The following fields will only display values if you have set up UTM Parameters:
  • Source – Captures the value provided in the UTM source parameter in the PathFactory content track URL.
  • Medium – Captures the value provided in the UTM medium parameter in the PathFactory content track URL.
  • Term – Captures the value provided in the UTM term parameter in the PathFactory content track URL.
  • Content – Captures the value provided in the UTM content parameter in the PathFactory content track URL.
  • Campaign – Captures the value provided in the UTM campaign parameter in the PathFactory content track URL.

Visitor Engagement Summary

The Visitor Engagement Summary sorts visitor data by individual visitors. The number of rows in the table reflects the number of unique visitors to the Target Track.
image

  • Visitor – The individual who is viewing your content track. If the visitor has been identified this field will display their email address. If they are an anonymous visitor this field will display their unique ID. Using cookies, we are able to give the same ID to returning visitors, even though they are anonymous.
  • Known – If the visitor was identified before viewing the given content track (ie. identified while viewing a different content track) this field will display “Yes.”
  • Binger – If the visitor consumed 2 or more content assets during any given session while viewing the given content track this field will display “Yes.”
  • Captured – If the visitor was identified during the given content track this field will display “Yes.”
  • Score – The total engagement score earned by a visitor across all of their sessions.
  • Total Views – The total number of content asset views by a visitor across all of their sessions. If the visitor viewed a specific content asset multiple times this will be reflected in this number.
  • Sessions – Total number of sessions in the content track of a visitor.
  • Total Time – The total time a visitor has spent in the content track across all of their sessions.
  • Views/Session – The average number of content asset views per session.
  • Average Session Time – The average amount of time a visitor has spent viewing the content track across all sessions. This is calculated by dividing the total view time by the number of sessions.
  • First Visit – The time and date stamp of the beginning of the visitor’s first session.
  • Last Visit – The time and date stamp of the beginning of the visitor’s last session.

Events Tab

The Events tab is divided into 6 sections to show you detailed data for each event type: Email Submissions, Form Captures, CTAs, Likes, Shares, and Visitor Activities.
image

Email Submissions

Table showing each instance of a visitor sharing a content asset from a content track using email.

  • Emailed On – The time and date stamp of the sent email.
  • Visitor Name – The individual who is viewing your content track. If the visitor has been identified this field will display their email address. If they are an anonymous visitor this field will display their unique ID. Using cookies, we are able to give the same ID to returning visitors, even though they are anonymous.
  • Emailed To – Email address of the message recipient.
  • Email Content – Name of the content asset which was shared by email.

Form Captures

Table showing each instance of a visitor submitting a form.

  • Captured On – The time and date stamp of the form submission.
  • Email – Email address of the visitor.
  • First Name – First name of the visitor.
  • Last Name – Last name of the visitor.
  • Company – Company of the visitor.
  • Job Title – Job title of the visitor.
  • Phone – Phone number of the visitor.
  • Opt In – If the visitor agreed to receive additional communication this field will display “Yes.”

CTAs

  • Clicked On – The time and date stamp of when the visitor clicked on the CTA.
  • Visitor – The email of the visitor (if they are a known visitor), or the unique ID of the visitor (if they are unknown).
  • CTA Name – The name of the CTA which was clicked.
  • Clicked Content – The name of the content asset the visitor was viewing when they clicked the CTA.
  • CTA Type – The type of CTA (either Form or Link).
  • Promoter – The promoter type used in the Content Track.

Likes

Table showing each instance of a visitor liking a content asset.

  • Liked On – The time and date stamp of when the visitor liked a content asset.
  • Visitor Name – The individual who is viewing your content track. If the visitor has been identified this field will display their email address. If they are an anonymous visitor this field will display their unique ID. Using cookies, we are able to give the same ID to returning visitors, even though they are anonymous.
  • Liked Content – Name of the content asset which was liked.

Shares

Table showing each instance of a visitor sharing a content asset using either a social media platform or email.

  • Shared On – The time and date stamp of when the visitor shared a content asset.
  • Visitor Name – The individual who is viewing your content track. If the visitor has been identified this field will display their email address. If they are an anonymous visitor this field will display their unique ID. Using cookies, we are able to give the same ID to returning visitors, even though they are anonymous.
  • Shared With – The social media platform used to share a content asset.
  • Shared Content – Name of the content asset which was shared.
Note
Although Email Submissions is available as a stand-alone table, the Shares table also includes email submissions as instances of sharing.

Visitor Activities

Table showing triggered visitor activities.

  • Time – The time and date stamp of the visitor activity.
  • Visitor – The individual who is viewing your content track. If the visitor has been identified this field will display their email address. If they are an anonymous visitor this field will display their unique ID. Using cookies, we are able to give the same ID to returning visitors, even though they are anonymous.
  • Activity Name – The name given to the activity, as defined during the creation of that Visitor Activity.
  • Activity Type – The type of Visitor Activity.

Geolocation Tab

The Geolocation tab sorts visitor data according to different location specifications: Cities, Countries, Domains, and ISPs.
image

  • City – Name of the city from which individuals accessed your content track.
  • Country – Name of the country from which individuals accessed your content track.
  • ISP – Internet Service Provider used by individuals to access your content track.
  • Visitors – Total number of visitors from a given location.
  • Bingers – Total number of bingers from a given location.
  • Known Visitors – Total number of known visitors from a given location.
  • Total Views – Total number of content asset views from a given location.
  • Sessions – Total number of sessions from a given location.
  • Views/Session – The average number of views per session by visitors from a given location. This is calculated by dividing the total views by the number of sessions.
  • Average Session Time – The average session time from a given location. This is calculated by dividing the total view time by the number of sessions.
  • Average View Time – The average time spent viewing a content asset by visitors in a given location. This is calculated by dividing the total view time by the total number of content asset views.
  • Capture Rate – A percentage representing the frequency of visitors from a given location being identified by submitting a form. This is calculated by dividing the number of forms submitted by the number of times a form was presented to visitors.
  • Like Rate – A percentage representing the frequency of visitors from a given location liking content assets. This is calculated by dividing the number of likes by the total content asset views.
  • Share Rate – A percentage representing the frequency of visitors from a given location sharing content assets. This is calculated by dividing the number of shares by the total content asset views.

Technology Tab

The Technology tab sorts visitor data according to the type of technology used by visitors to access the content track.
image

  • Browsers – The browser type used by visitors to view the content track. Examples include Chrome, Firefox, and Safari.
  • Devices – The device type used by visitors to view the content track. Examples include desktop and mobile.
  • Operating Systems – The operating system used by visitors to view the content track. Examples include Mac, Windows, and Linux.
  • Visitors – Total number of visitors using a given technology.
  • Bingers – Total number of bingers using a given technology.
  • Known Visitors – Total number of known visitors using a given technology.
  • Total Views – Total number of content asset views by visitors using a given technology.
  • Sessions – Total number of sessions from visitors using a given technology.
  • Views/Session – The average number of views per session by visitors using a given technology. This is calculated by dividing the total views by the number of sessions.
  • Average Session Time – The average session time of visitors using a given technology. This is calculated by dividing the total view time by the number of sessions.
  • Average View Time – The average time spent viewing a content asset by visitors using a given technology. This is calculated by dividing the total view time by the total number of content asset views.
  • Capture Rate – A percentage representing the frequency of visitors using a given technology being identified by submitting a form. This is calculated by dividing the number of forms submitted by the number of times a form was presented to visitors.
  • Like Rate – A percentage representing the frequency of visitors using a given technology liking content assets. This is calculated by dividing the number of likes by the total content asset views.
  • Share Rate – A percentage representing the frequency of visitors using a given technology sharing content assets. This is calculated by dividing the number of shares by the total content asset views.

Attribution Tab

The Attribution tab sorts engagement data by traffic source and UTM Parameters.
image

  • Traffic Source (Referrals) – The domain name (web address) of the webpage a visitor was on immediately before entering a content track. This is automatically gathered data, and does not require any manual configuration to collect.
  • Visitors – Total number of visitors associated with a given attribute.
  • Bingers – Total number of bingers associated with a given attribute.
  • Known Visitors – Total number of known visitors associated with a given attribute.
  • Total Views – Total number of content asset views by visitors associated with a given attribute.
  • Sessions – Total number of sessions from visitors associated with a given attribute.
  • Views/Session – The average number of views per session by visitors associated with a given attribute. This is calculated by dividing the total views by the number of sessions.
  • Average Session Time – The average session time of visitors associated with a given attribute. This is calculated by dividing the total view time by the number of sessions.
  • Average View Time – The average time spent viewing a content asset by visitors associated with a given attribute. This is calculated by dividing the total view time by the total number of content asset views.
  • Capture Rate – A percentage representing the frequency of visitors associated with a given attribute being identified by submitting a form. This is calculated by dividing the number of forms submitted by the number of times a form was presented to visitors.
  • Like Rate – A percentage representing the frequency of visitors associated with a given attribute liking content assets. This is calculated by dividing the number of likes by the total content asset views.
  • Share Rate – A percentage representing the frequency of visitors associated with a given attribute sharing content assets. This is calculated by dividing the number of shares by the total content asset views.
Warning
The following fields will only display values if you have set up UTM Parameters:
  • UTM Source – Captures the value provided in the UTM source parameter in the PathFactory content track URL.
  • UTM Medium – Captures the value provided in the UTM medium parameter in the PathFactory content track URL.
  • UTM Term – Captures the value provided in the UTM term parameter in the PathFactory content track URL.
  • UTM Content – Captures the value provided in the UTM content parameter in the PathFactory content track URL.
  • UTM Campaign – Captures the value provided in the UTM campaign parameter in the PathFactory content track URL.

Accounts Tab

The Accounts tab allows you to view engagement data according to the account which viewed your content track.

Note
This table is only visible to clients who have purchased the ABM Analytics upgrade.

image

  • Account – Account name from which individuals accessed your content track.
  • Visitors – Total number of unique visitors who viewed the given content track.
  • Known Visitors – Total number of unique visitors who have an email address associated with them who viewed the given content track.
  • Bingers – Total number of visitors who consumed two or more content assets during any of their sessions for the given content track.
  • Engagement Score – Total engagement score earned by visitors from a given account when interacting with the given content track.
  • Total Views – Total number of content asset views by account-specific visitors across all of their sessions. If visitors viewed a specific content asset multiple times this will be reflected in this number.
  • Sessions – Total number of times the given content track was visited by the specific account.
  • Views/Session – Average number of content asset views per session. This is calculated by dividing the total number of views by the total number of sessions.
  • Total Time – Total amount of time spent by all account-specific visitors in the given content track.
  • Total Incremental Time – Total amount of time the account-specific visitors spent viewing assets beyond the first asset in the given content track.
  • Average Session Time – The average amount of time a visitor has spent viewing a content track across all sessions. This is calculated by dividing the Total Time by the number of sessions.
  • Average View Time – The average amount of time a visitor has spent viewing a content asset. This is calculated by dividing the Total Time by the Total Views.
  • Captures – Number of times visitors from the given account were identified by submitting a form.
  • Likes – Number of times visitors from the given account liked content assets.
  • Shares – Number of times visitors from the given account shared content assets.

Explore Pages Tab

The Explore Pages tab provides engagement data from the Target page. This tab reports on the performance of the Explore page itself, not the underlying content track.

image

  • Explore Page – The name of the Explore page visitors viewed.
  • Visitors – Total number of visitors who viewed the Explore page.
  • Known Visitors – Total number of known visitors who viewed the Explore page.
  • Unknown Visitors – Total number of unknown visitors who viewed the Explore page.
  • Page Views – Total number of Explore page views.
  • Sessions – Total number of sessions from visitors who viewed the Explore page.
  • Click to Content – Percentage of visitors who clicked on a content asset on the Explore page.
  • Bounce Rate – Percentage of visitors who exited the content track from the Explore page.
  • Emails – The number of times the Explore page was shared by a visitor using email.
  • Likes – The number of times the Explore page was liked by a visitor.
  • Shares – The number of times the Explore page was shared by a visitor using one of the social media platform buttons.

Filters

Audience Filters

The Audience Filters can be used to filter any of the displayed engagement data according to known audience traits. You are able to select multiple values for each field.

image

  • Account – The name of the account from which visitors accessed your content track.
  • Domain – The name of the domain from which visitors accessed your content track.
Note
Account and Domain fields are only visible to clients who have purchased the ABM Analytics upgrade.
  • Company Revenue – The revenue of the company from which visitors accessed your content track.
  • Company Size – The size of the company from which visitors accessed your content track.
  • Industry – The industry of the company from which visitors accessed your content track.
  • Country – The country from which visitors accessed your content track.
  • Region – The region from which visitors accessed your content track.
  • City – The city from which visitors accessed your content track.
  • Intent – The inferred topic of interest of visitors when accessing your content track.
  • Route – The route used to access your content track.

Only from Explore

The Only from Explore filter can be used to filter any of the displayed engagement data according to specific Explore track.
image

Only Known Visitors

The Only Known Visitors filter can be used to filter any of the displayed engagement data to only reflect data from known visitors.
image

Show Excluded Visitors

The Show Excluded Visitors filter can be used to filter any of the displayed engagement data to also reflect visitors from email addresses and IP addresses which you have whitelisted. To learn more about whitelisting click here.
image

Date Range

The Date Range filter can be used to filter any of the displayed engagement data according to a specified time period. You can either select any of the preset values (Last 7, 30, or 60 Days), or you can specify your own date range. Click Apply to apply the date range to your displayed data.
image

Updated on July 10, 2022

Was this article helpful?

Need Support?
Can't find the answer you're looking for? Don't worry we're here to help!
CONTACT SUPPORT