Integrating with Google Analytics only takes a few minutes, but will provide you valuable insights into how your Creator Studio Experiences are performing. This article will demonstrate how you can measure the success of your Creator Studio Experiences, based on 2 kinds of metrics.
Behavior Metrics (Engagement)
Conversion Metrics (eCommerce)
But before going through the metrics, make sure that you have integrated Creator Studio with your Google Analytics account. HERE is how it is done.
Behavior Metrics (Engagement)
These metrics offers an insight into how users are engaging with your Zmags Creator Studio content. Key metrics are:
- Bounce Rate:
The percentage of users who navigate away from the site after viewing only one page.
The lower this percentage, the better
The number of pages a user views per session.
The more pages, the higher the engagement
- Avg. Session Duration:
Length of time (in minutes/seconds) a user spends on your site.
The longer the session, the more likely the user is to purchase
- Zmags experience interaction:
These are the events that are tracked when a user interacts with the various widgets within your Creator Studio Experience.
Use this to measure the effectiveness of your Call-to-Actions, navigation elements etc.
Conversion Metrics (E-Commerce)
These metrics are used to measure the success of your shoppable Creator Studio Experiences. Key metrics include:
- Average Order Value:
Total purchase / Transactions
The higher this number, the better
- Conversion Rate:
Total purchases / Total visits
The higher the percentage, the better the site performance
- Per Session Value:
How much revenue that is generated off of each visitor
The higher this number, the lower the cost to acquire a customer
To see the above metrics, we recommend using Segments in Google Analytics. This will make it easier for you to find the data, and offers a simple way of comparing the performance of different pages on your website. HERE is how to setup Segments.
After setting up your Segments, go to Audience > Mobile > Overview.
Here you will find an overview of metrics, Behavior & Conversion metrics are displayed as default.
Notice the breakdown of data comparison for mobile, desktop and tablet traffic.
To find the Zmags experience interaction events, go to Behavior > Events > Overview.
The Overview will display the Event Category, with its Actions and Labels. When clicking on any of them, you will get a detailed view for Event Category or Action or Label.
How to find a specific event
For example, if you want to see what URL that was opened when clicking one of the links in your Creator Studio Experience, select the Event Action "Click on link", and click the Event Label tab.
Shown now is the experience name, scene number, and the URL for all the links that were clicked in your experience.
A full overview of the events that are tracked in your Creator Studio Experiences can be found HERE.
How to find a specific experience
Creator Studio Experiences will now be segmenting events by experience, instead of showing events in one event stream. To view experience analytics, go to Google Analytics. Click Behavior, then Events, then Overview. In addition to the Zmags Experience Events, you may also see any customized events set by your organization.
The experience name will show in the ‘Event Category’ list. This list will contain all variants of each of the experiences you’ve created. To see more specifics about the experience interactions, click one of the experiences in the list.
The format of the list will be ‘[Zmags] experience name interaction’, where ‘experience name’ is the title of the experience in Creator Studio.
Please note, prior to August 17, 2021 all events were triggered into the same category ‘Zmags experience interaction’, so you’ll see this for all experiences prior to August 17.
Click on the experience name and then select the Primary Dimension of ‘Event Action’ or ‘Event Label’.
- Event Action
- All customized actions from Zmags included ‘Experience Viewed’ and others.
- Event Label
- Indicates scenes and clicks of either links or navigation.