Metrics Explained


Table of Contents

  1. Pageviews
  2. Unique Visitors
  3. Unique Accounts
  4. Plus
  5. Average Page Depth
  6. Bounce Rate
  7. Mobile Users
  8. Average Page Load Time
  9. Pages
  10. Referrers
  11. Campaigns
  12. Sources
  13. Landing Pages
  14. Exit Pages
  15. Weekly retention
  16. Right now

Pageviews

Pageviews is the total number of pages that have been visited in the selected timeframe. In case your website is a Single Page Application that is using client side routing, a pushState event will trigger a new page view.

Unique Visitors

This metric is only displayed to operators.

Unique Visitors is the total number of unique visitors in the selected timeframe. A visitor is identified by a cookie set after opting in to data collection by Offen. In case a visitor deletes their cookies (either manually or in the Auditorium) without revoking consent, they will generate an additional entry on top on their next visit.

Unique Accounts

This metric is only displayed to users.

Unique Accounts is the total number of accounts visited by a user. These accounts need to be served by the same instance of Offen, so in most cases this value will be 1.

Plus

This metric is only displayed to operators.

Offen has the concept of an anonymous visit which means that when a user has disabled cookies, either completely or only for third parties, it will only record an anonymous visit that does not contain any data.

This way we can respect the user’s wish for privacy while still giving the operator a Plus value, which represents a percentage of additional users with unknown behavior on top of the values displayed.

This means if an operator sees a Pageviews metric of 2.500 with a Plus of 10%, they can assume that they had roughly 2.750 pageviews in that period.

Average Page Depth

Average Page Depth is the average session length in the given timeframe. A session is composed of all the pages linked to an account that a user visits during a single browser session.

Bounce Rate

The Bounce Rate is the percentage of sessions that only contain a single visit. Visit length is not collected by Offen, so the definition of a bounce is fluid here. A website containing of a single page would always have a bounce rate of 100%. This metric will likely be relevant for you if you have a higher number of small pages that are connected in a well defined flow.

Mobile Users

Mobile Users is the percentage of users (not pageviews) that Offen considers using a mobile device. We want to respect users privacy and therefore do not use the browser’s User Agent String for this in any way. Instead, we check if the device thinks it can change its orientation. In case it does we consider the user to be placed in the mobile bucket.

Average Page Load Time

Average Page Load Time is the average time it took for served pages to become interactive. In case you use a Single Page Application with client side routing only the initial page load will be measured. Subsequent navigation via pushState will be excluded as this metric does not apply in this scenario.

Pages

Pages displays a list of pages that counts the number of pageviews per URL. These URLs are stripped off any querystring or hash parameters.

Referrers

Referrers is a list of referrer values that directed users to pages using the Offen instance. Referrers will display only their domain and will also exclude referrals that are coming from the same host domain.

Campaigns

Campaigns is a list of referrer values that directed users to pages using the Offen instance. For this metric, referrers will be grouped by the utm_campaign values contained in their querystring parameters.

Sources

Sources is a list of referrer values that directed users to pages using the Offen instance. For this metric, referrers will be grouped by the utm_source values contained in their querystring parameters.

Landing Pages

Landing Pages lists and counts the entry pages for each session in the selected timeframe. Subsequent pageviews from these sessions are dropped, leaving the list with the URLs only that users first interacted within a session. Note that this is collected on session level, so a unique returning user might create multiple landing pages.

Exit Pages

Exit Pages lists and counts the exit pages for each session in the selected timeframe. Only sessions with more than one pageview are taken into account, counting the event with the most recent timestamp. Note that this is collected on session level, so a unique returning user might create multiple exit pages.

Weekly retention

Weekly retention displays a matrix visualizing user retention over the course of the last 4 weeks. For each of the previous weeks, the percentage of this week’s users that have visited the account is calculated and displayed.

A week is defined as a sequence of 7 days (as opposed to a week in the calendar) in this scenario, so updates are rolling.

Right now

This metric is only displayed to operators.

The Right now panel displays metrics that are only looking at the last 15 minutes. The active pages metric will display only pages that users are currently interacting with, so this will fluctuate with users progressing in their session’s flow.