Event Analysis enables Marketers to answer the following questions regarding the occurrence of a specific event or a combination of events
Trend over time of the number of occurrences of an event
Trend over time of the number of distinct users who have performed an event
Trend over time of the frequency of occurrence of an event (number of event occurrence / number of unique users)
Aggregate count of the number of occurrences or users who have performed a specific event, grouped by event or user properties
Aggregate count of users who have performed ANY one of a set of events
Aggregate count of users who have performed ALL events in a set of events
For each event, you can apply filters on Event or User properties as required
The questions that a marketer can answer using this feature include
How has my website sessions been trending over the last 6 months? How is the trend by Channel - Organic vs Paid vs Referral?
How many total new users did we get on to the website in the last 3 months?
What are my top landing pages in terms of sessions? How is this different for device model = smartphone vs desktop?
How is the website engagement (measured by session time or page count) different in New York vs San Francisco?
Do users submit website forms multiple times on the website? If so what is the average frequency of form submission per user? How is this trending over time?
How many users visit 'www.acme.com/pricing' in their 1st session vs 2nd session?
In which session are the users most likely to submit the 'Schedule Demo' form? How is this distribution different by industries or job titles of the prospect?
Building an Event Analysis Report
In this section, we will provide step by step screenshots for building a sample Events Analysis Report.
Which are the top landing pages for New Website Visitors in the United States over the last month?
Step 1 : Select the Event
In this case the event of interest would be a website visit or a session.
Step 2 : Apply the relevant filters
The filter icon comes up on hovering over the event and provides a drop down for selecting event or user properties in the filter condition. In this case, the filter conditions can be modelled as
On Event Property of Session,
is_first_session = true
On User Property,
country = United States
Step 3 : Apply the Group By conditions
Group By conditions can be thought of being similar to breakdowns in a pivot table and can be done on Event or User Properties. Further for User Properties, the Group By can be done on the value of the user property at the time of occurrence of the Event (Event Level) or the value of the user property at current time (Global Level). For this analysis, this nuance is not material as the first landing page of a new user does not change over time. Event Level Group By are available on hovering over the event name and the Global Level Group By is available as a section below the list of events.
Step 4 : Apply the Criteria and Select the Time Range
Criteria for aggregating the event can be set to any of the following
Total Events : count of event occurrences
Total Users : count of unique users who performed the event
Active Users : count of unique users who performed the event divided by count of unique users who performed the 'session' event
Frequency : count of event occurrences divided by the count of unique users who performed the event
For this analysis, we shall set the criteria as 'Total Users'.
The Time Range for the query can be set to any of the pre-defined time ranges or a Custom Range. Please note that the analysis would take longer if run for a larger time duration.
Step 5 : Visualise the Results
On clicking on 'Run Query', Factors would compute the analysis and take you to the report screen. This article provides a deep dive into the Report Screen and the options available for customisation of the analysis.
You can learn more about the Event Analysis feature and use cases it can solve for by reviewing these Examples