The KPIs (Key Performance Indicators) query type inside Factors helps you analyze key marketing metrics and their performance over a period of time.

Here are some of the metrics and their definitions that you can access today as part of KPI.

A. Website Sessions:

These KPIs pertain to the key metrics analyzed as part of sessions that take place on the website

  • Total Time On Site: The total number of seconds spent on the website across all user sessions

  • Average Session Duration: The average time spent in a session, calculated by considering all the sessions in the specified time period

  • Average Page Views Per Session: The average number of pages viewed in a session, calculated by considering all the sessions in the specified time period

  • Unique Users: The number of individual users who have visited the website. This metric will only be counted once per user

  • New Users: The number of users who are visiting the website for the very first time.

  • Repeat Users: The number of users who have visited the website at least once before and have visited the website once again (via a new session)

  • Bounce Rate: This is calculated by dividing the number of single page sessions by total number of sessions

  • Average Initial Page Load Time: The average time it took for the first page (or the landing page) to load in a session, calculated by considering all the sessions in the specified time period

  • Total Sessions: The total number of sessions that have taken place on the website across users.

  • Engaged Sessions: Sessions with total session time ≥ 10 sec or ≥ 2 more page_views

  • Engaged Users: Users who had at least one engaged session

  • Engaged Sessions Per User: This is calculated by dividing the number of Engaged Sessions by the number of Engaged Users

  • Engagement Rate: This is calculated by dividing the number of Engaged Sessions by the Total Number of Sessions

  • Session Per User: The average number of sessions a user has had on the website, calculated by considering all the sessions across users in the specified time period

B. Page Views:

These KPIs pertain to the key metrics analyzed as part of a specific page selected as part of the query

  • Entrances: The number of Sessions with the specified page as the ‘Landing Page

  • Exits: The number of Sessions with the specified page as the ’Exit Page URL’

  • Pageviews: The number of Pageviews for specified page

  • Unique Users: The number of users who have viewed the specified page

  • Pageviews per User: This is calculated by dividing Pageviews by Unique Users for the specified page

  • Avg page load time: This is calculated by considering the average of the page load time for the specified page across all pageviews

  • Avg vertical scroll %: This is calculated by considering the average of the vertical scroll % for the specified page across all pageviews

  • Avg time on page: This is calculated by considering the average time on page for the specified page across all pageviews

  • Engaged Pageviews: The pageviews with time on page >= 10 sec OR vertical_scroll >= 50 %

  • Engaged Users: Users who had at least one Engaged Pageview for the specified page.

  • Engagement Rate: This is calculated by dividing Engaged Pageviews by Pageviews for the specified page

C. Form Submission:

These KPIs pertain to the key metrics analyzed as part of a Form Button Click on the website

  • Count: The number of times a ‘form button click’ event has been recorded across all forms on the website

  • Unique Users: The number of users who have clicked on a form submit button atleast once

  • Count Per User: This is calculated by dividing ‘Count’ by the number of ‘Unique Users’

Note: Form Button Click is an event that is triggered whenever a form with an email/phone number field is populated and the user clicks on the submit button

D. Adwords Metrics:

These KPIs pertain to the key metrics analyzed as part of Google Ads. Factors fetches this data from Google Ads for further analysis

  • Impressions: An impression is counted each time your ad is shown on a search result page or other site on the Google Network. Column fetched: ‘Impressions’

  • Clicks: When a user clicks your ad, Google Ads counts that as a click. Column fetched: ‘Clicks’ column in

  • Spend: The amount you have spent in a specific time period on Google Ads (currency will be the one you have set in your Google Ads account). Column fetched: ‘Cost’’

  • Conversion: The value present under the ‘Conversions’ column in Google Ads

  • Cost Per Click: The amount you’re charged for a click. The value present under ‘Avg. CPC’ in Google Ads is fetched for this. For operations like ‘filter by campaign’, Factors will calculate the average by taking weighted metrics into consideration

  • Cost Per Conversion: The amount it costs you to obtain a conversionThe value present under ‘Cost/Conv.’ in Google Ads. For operations like ‘filter by campaign’, Factors will calculate the division by taking weighted metrics into consideration

  • Click Through Rate: A measure of Clicks/Impressions. Column fetched: ‘CTR’

  • Conversion Rate: A measure of Conversions/Clicks. Column fetched: ‘Conv. Rate’

  • Search Impr Share: Search Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Column fetched: ‘Search Impr. Share’

  • Search Abs Top Impr. Share: Search absolute top impression share, is the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the absolute top location .Column fetched: ‘Search Abs. Top IS’

  • Search Top Impr Share: Search top impression rate is the percent of your ad impressions that are shown anywhere above the organic search results. Column fetched: ‘Search Top IS’

  • Search Budget Lost Top Impr. Share: Search lost top impression share (budget), helps you to understand how often your ad didn't show anywhere above the organic search results due to a low budget. Search lost top IS (budget)

  • Search Rank Lost Top Impr. Share: Search lost top impression share (rank), estimates how often your ad didn't show anywhere above the organic search results due to poor ad rank. Search lost top IS (rank)

  • Search Budget Lost Abs Top Impr. Share: An estimation of how often your ad wasn’t the very first ad above the organic search results due to a low budget. Column fetched: Search lost abs top IS (budget)

  • Search Rank Lost Abs Top Impr. Share: An estimation of how often your ad wasn’t the very first ad above the organic search results due to poor ad rank. Column fetched: Search lost abs top IS (rank)

  • Search Rank Lost Impr. Share: This is the percentage of time your ad didn't appear because your budget is too low. Column fetched: Search lost IS (budget)

  • Search Budget Lost Impr. Share: This is the percentage of time your ad didn't appear because of poor ad rank, which is determined by your bid relative to your competitors and by your ad quality. Column fetched: Search lost IS (rank)

  • Search Click Share: Click share is the estimated share of all achievable clicks that you have received, and is available only for Search, Shopping, and Hotel campaigns. Column Fetched: ‘Click Share’

E. Hubspot Contacts:

These KPIs pertain to the key events analyzed as part of Hubspot Marketing

  • Contact Created: A metric that tracks the number of contacts created in Hubspot. This can further be filtered and broken down by the contact’s properties as present in Hubspot

  • Contact Updated: A metric that tracks the number of times any property associated with a contact has been updated in Hubspot. This can be further filtered and broken down by the contact’s properties as present in Hubspot

F. Salesforce Users:

These KPIs pertain to the key events analyzed as part of Salesforce

  • Lead Created: A metric that tracks the number of leads created in Salesforce. This can further be filtered and broken down by the lead’s properties as present in Salesforce

  • Lead Updated: A metric that tracks the number of times any property associated with a lead has been updated in Salesforce. This can be further filtered and broken down by the lead’s properties as present in Salesforce

G. LinkedIn Metrics:

These KPIs pertain to the key metrics analyzed as part of LinkedIn Ads. Factors fetches this data from LinkedIn Ads for further analysis

  • Impressions: Number of times your ad was displayed. Column fetched: ‘Impressions’

  • Clicks: Number of times your ad was clicked. Column fetched: ‘Clicks’

  • Spends: Amount spent on LinkedIn Ads. Column fetched: ‘Spent’

H. All Channels Metrics:

These KPIs pertain to the key metrics analyzed as part of all channels put together i.e., Google, Facebook & LinkedIn

  • Impressions: Number of times your ads were displayed across channels

  • Clicks: Number of times your ads were clicks across channels

  • Spends: The amount spent across all channels

I. Google Organic Metrics:

These KPIs pertain to the key metrics analyzed as part of Google Search Console. Factors fetches this data from Google Search Console for further analysis

  • Impressions: How many links to your site a user saw on Google search results. Impressions are counted when the user visits that page of results, even if the result was not scrolled into view. Column fetched: ‘Impressions’

  • Clicks: Count of clicks from a Google search result that landed the user on your property. Column fetched: ‘Clicks’

  • Click Through Rate: The click count divided by the impression count. Column fetched: ‘CTR’

  • Position Avg: The average position of the topmost result from your site. Column fetched: ‘Average Position’

  • Position Impression Weighted Average:

J. Facebook Metrics:

These KPIs pertain to the key metrics analyzed as part of Facebook Ads Factors fetches this data from Facebook Ads for further analysis

  • Impressions: Number of times your ad was viewed. Column fetched: ‘Impressions’

  • Clicks: Number of times your ad was clicked. Column fetched: ‘Clicks (all)’

  • Spends: Amount spent on Facebook Ads. Column fetched: ‘Amount spent’

  • Link Clicks: The number of clicks on links within the ad that led to advertiser-specified destinations, on or off Facebook. Column fetched: ‘Link clicks’

  • Reach: The number of users who saw your ads at least once. Column fetched: ‘Reach’

  • Cost Per Link Click: The average cost per link click. Column fetched: ‘CPC (cost per link click)’

  • Click Through Rate: The percentage of times that people saw your ad and performed a click. Column fetched: ‘CTR (all)’.

  • Link Click Through Rate: The percentage of times people saw your ad and performed a link click. ‘CTR (link click-through rate)’

  • Cost Per Thousand Impressions: The average cost per thousand impressions. Column fetched: ‘CPM’.

  • Frequency: The average number of times that each person saw your ad. Column fetched: ‘Frequency’.

  • Video P 25 Watched Actions: The number of times your video was played at 25% of its length, including plays that skipped to this point. Column fetched: ‘Video plays at 25%’

  • Video P 50 Watched Actions: The number of times your video was played at 50% of its length, including plays that skipped to this point. Column fetched: ‘Video plays at 50%’

  • Video P 75 Watched Actions: The number of times your video was played at 75% of its length, including plays that skipped to this point. Column fetched: ‘Video plays at 75%’

  • Video P 100 Watched Actions: The number of times your video was played at 100% of its length, including plays that skipped to this point. Column fetched: ‘Video plays at 100%’

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