Adding Scenario Analysis to Campaigns Reporting

You can create a campaign scenario to get a closer look at the specific page sequences that result in campaign conversion.

Scenario analysis focuses closely on how well visitors are completing predetermined sequences like purchases, registrations, or shopping cart additions. For example, you may want to create a scenario that examines how many users navigate from the landing page to view a particular product and then add it to a shopping cart. You can then use the Webtrends Custom Reports settings to create reports that group these scenario results by Campaign ID, allowing for easy comparison of how effectively each campaign resulted in user conversion. These reports use the Campaign ID as the primary dimension (that is, the first column in the report) and the scenario funnel as the secondary dimension.

For example, the standard campaign scenario report (included in the Zedesco sample and the Complete template) is the Purchase Conversion Funnel by Campaigns, which shows how the visitors who responded to each campaign moved through a purchase scenario from the product page to the checkout page. In the following graphic, Purchase Conversion Funnel by Campaigns provides a graphical overview of campaign visits, and then compares the number of visitors to each campaign to the number of campaign visitors who actually completed each step in the scenario. It also provides overall scenario conversion rates for visitors to each campaign.

A bar graph showing visits for each color coded campaign ID corresponds to a campaign drilldown by campaign IDs and purchase conversion funnel in table format below.
  1. Configure a scenario, or modify one of the existing scenario funnels configured in Webtrends. To create or modify a scenario, click Administration > Web Analysis > Report Configuration > Scenario Analysis in the left pane. You can configure a scenario by specifying either the URLs of each step or the META tags used to identify each scenario step on your website. For more information and detailed instructions, click the Help icon.
  2. Click Administration > Web Analysis > Report Configuration > Custom Reports in the left pane.
  3. Copy and modify the Purchase Conversion Funnel by Campaigns report, or create a new custom report that uses the following settings:
    • In the Dimensions dialog, choose the following settings:

      Primary Dimension

      Most Recent Campaign ID

      Column Name (for Primary Dimension)

      %%CD_Campaign_ID%%

      Secondary Dimension

      Your conversion funnel

      Exclude Default Strings

      Enabled

    • In the Measures dialog, use the following measures:
      • Visits
      • Percent of All Visits
      • Percent of Previous Scenario Step Visits
      • Percent of First Scenario Step Visits

    Disable column totals for each measure.