Web Analytics Cookbook

I just completed a report which might interest many marketers but isn’t available by default in WebTrends. It is a report showing distribution of traffic origin among Organic, Paid Search and Paid Referral (Marketing Campaigns):

Here is how to create it:

1. Create a dimension called traffic origin
2. Base it on Entry request
3. Click Advanced
4. Override Default String to “Organic”
5. Apply regular expression “.*(WT\.mc_id|WT\.srch)=.*”
6. Translate with a translation file containing
   SOURCE,LABEL
WT.srch,Paid Search
WT.mc_id,Paid Referrer
7. Save
8. Create a custom report
9. Use the dimension you defined beforehand
10. Add any visit based measure (Visits, Pages/Visit, Orders, Product Views, etc.)
11. That’s it

Remarks:

1. The regular expression extracts either “WT.mc_id” (if present) or “WT.srch” (if present) or <empty string> (which then is set to “Organic” by the overridden Default String.
2. The Lookup Table then translates “WT.srch” to “Paid Search” and “WT.mc_id” to “Paid Referral”.
3. As the custom dimension is itself based on a standard visit based dimension, all visit based measures (Visit Duration, Visit Page Views, etc.) are available in the Measures tab.
4. This assumes that incoming links (first hit in a visit) never contain WT.srch and WT.mc_id paremeters at the same time.
5. You shouldn’t, unless you know what you are doing, use visitor based measures with this report.

Any remarks or questions are welcome!

This entry was posted on Tuesday, April 21st, 2009 at 11:30 and is filed under Configuration, WebTrends. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.