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Working With Metrics in VWO

Sakthi R
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In this article, you’ll learn:

About Metrics

INFO: This feature is applicable for VWO Testing (except Mobile App testing), and VWO Personalize.

A metric is a tool to track the accomplishment of a said event on your website during a campaign. This is similar to the conversion goals that you apply in your VWO campaigns. The Conversion Goals aim to assess the behavior of the visitors on your website. For example, tracking the clicks on an offer banner, tracking the number of page visits, etc. However, these goals are limited to the scope of a given campaign and cannot be applied to multiple campaigns. This means you need to create goals anew each time for each campaign. This could be a bit challenging if you are looking to measure the same aspects repeatedly. To overcome this, you can create a metric.

Metrics are custom-created conditions that can be used as a goal across campaigns. You can simply create one by supplying a name and description and define it with an objective and the corresponding URL, where the objective is to be carried out - just like setting up a goal in your campaign. However, for creating a metric to track a custom event or revenue, you need to apply a custom event and the corresponding property too. Besides tracking cumbersome events, metrics allow you to track the multiple conversions performed by a visitor, i.e., you can now track the number of times a visitor has purchased the same product repeatedly, the number of times he has attempted to make a payment, etc.

Creating Metrics in VWO

Let’s say you want to focus on the conversion rate of low-value purchases in your campaign. To do this, you first need to create a metric where you would track the cart addition events that have a value of, say, 50 or lower. To do this, from the main menu panel, access Data360 > Metrics. Click +Create and enter the details in the following fields:

Create_a_Metric.png

Field Input
Metric Name Enter the name of the Metric
Definition This allows you to customize the way the conversions are to be accounted for in your reports. This dropdown features the following options:
  • If an event is triggered - Each visitor, upon triggering the event, can be counted as converted only once, irrespective of the number of times the event is triggered by the same visitor. E.g. You can use this option to track if a visitor has clicked on a link.

  • Value of an event property - Calculates the conversion of the event based on the property that you define. This can be used for those events that involve properties with numerical values, such as tracking revenue and time spent on a page. To apply this, you need to define the event property and its corresponding value type (Sum, Average, Max, Min, First value, and Last value).
NOTE: In case of tracking revenue, select the Format this metric as currency checkbox. This populates the values in the currency (as configured in your account-level campaign settings. Read more) in your reports.
  • Number of times an event is triggered - The event is counted as converted every single time a visitor triggers it. This way, it also populates multiple conversions made by the same visitor. E.g. You can use this option to track the total clicks on a CTA button, such as Add to Cart.
NOTE: The Number of times an event is triggered option is not included with the VWO Data360 Growth plan.
for event Select an event to track from the Custom Events that you have created or from the following Standard Events:
  • Page visit - Helps to track the number of page visits on a given URL. Select this option, and click +where… to define the page URL. Select a URL matching condition, and enter the target URL in the text field. To add more URLs for metric tracking, use the Included URL option. You can as well exclude any specific webpage from metric tracking by using the Exclude URL option.

  • Engagement - Helps to track the visitor engagement on your website. Select this option, and click +where… to define the page URL. Select a URL matching condition, and enter the target URL in the text field.

  • Form submit - Helps to track the form submits on the campaign URLs. Select this option, click +where… to define the page URL, and click + and where… to define the target URL. Select a URL matching condition, and enter the value of the action attribute of the respective <form> tag.
  • Click - Helps to track the clicks made on a given link on a page. Select this option, and click +where… to define the page URL. Select + and where…, to define the target URL and in the text field, enter the destination URL of the link, i.e the value of the href attribute of the anchor tag or the selector path.
INFO: To know more about the functionality of these options, refer to this article.

Once the metric is in place, you are good to go with creating a campaign to apply the metric for tracking.

Managing Metrics in VWO

Once a metric is created, you can modify or clone the same based on your need. In addition to that, you can also archive a metric that you no longer use. To do these operations, click on the metric that you wish to work on and perform the required action as follows:

NOTE: A metric, once created, cannot be deleted; it can only be archived. Altering the definition for an existing metric will result in a data flush for all the campaigns linked to the metric.

Procedure

  • To Edit - Click on the vertical ellipsis > select Edit, make the required changes, and click Save.
    Edit.png
  • To Clone - Click on the vertical ellipsis > select Clone, enter the metric name, apply the required changes, and click Save. The cloned metric appears on the left.

  • To Archive - Click on the vertical ellipsis > select Archive. In the confirmation popup that appears, click on the Archive button. Upon archiving, the metrics appear under the ARCHIVED METRICS section. The number of archived metrics will also be displayed along with the section name in parentheses.
    NOTE: Any existing campaign that has been using these archived metrics will continue to use them. These archived metrics will appear in the Metrics section of the existing campaigns with an ‘ARCHIVED’ tag. However, these metrics will not be available for a new campaign or any existing campaign that hasn’t yet used them.
    An archived metric can be edited just like any other metric, cloned into a new metric, or unarchived to be used again in your campaigns.

    To unarchive, select the archived metric, click on the vertical ellipsis icon that appears at the top-right, and select the Unarchive option. In the confirmation popup that appears, click on the Unarchive button. Now, the metric will be moved from the ARCHIVED METRICS section to MY METRICS.

Applying Metrics in VWO

Metrics can be applied to campaigns to track the conversions of events. They can be applied to multiple campaigns at once and will be accessible to all users of the account with campaign creating/editing access.

NOTE: Metrics will be applied as a replacement for Goals in the regular processes of creating an A/B test campaign and creating a Personalize campaign.

Perform the following steps to apply the metrics to your A/B test or Personalize campaign:

After setting up the campaign URL(s), applying the changes to your webpage(s) using the VWO Editor, and targeting your experiences (in the case of a Personalize campaign), you arrive at the METRICS page, which looks like this:

Screenshot_2022-07-21_at_8.55.12_PM.png

  • All the Metrics that you have created in the Data360 module are populated on the METRICS page.
  • You can search a metric by entering the metric name.
  • If you require creating a Metric right at the moment of creating a campaign, click on the Create a new metric option and enter the details as mentioned in this section. Once done, click Create. The created metric will appear in the list.

After applying the required changes, click NEXT.

 

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