Webtrends Site Reports

You can access Webtrends analytics reports within the Ektron Workarea by selecting Reports > Traffic Analytics > Webtrends.

Display Options

All Webtrends reports provide the following display options.

Data table (default)

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Bar chart (Only available in Version 8.5 SP1)

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Heat map (Only available in Version 8.5 SP1)

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Pie chart (Only available in Version 8.5 SP1)

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List of Reports

NOTE: The following text was adapted from Webtrends Analytics Help Center (https://insight.Webtrends.com/Help/en/). Check that site for additional details on the reports.

Overview Dashboard—An overview of the data in the report template. You can click a graph title to navigate to the corresponding report.

Key Metrics Summary—Key measures of your site's growth and performance over time. The trend intervals displayed depend on the selected report period.

Marketing Reports

Campaigns

Report	Description
Purchase Conversion Funnel by Campaigns	Shows how successfully individual campaigns led visitors to purchase engagement and conversion by showing the number of visits referred by each campaign for each step of the purchase process.
Campaigns	Shows the visitors' most recent campaigns during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is "credited" with the conversion. Drilldown levels may be the result of a custom dimension definition or from an applied campaign translation file.
Demand Channels	Shows activity occurring during the report time period segmented according to the demand channel of the most recent campaigns. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion.
Partners	Shows the partner of the most recent campaigns that drove traffic to your site during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion.
Marketing Programs	Shows the marketing programs for the most recent campaigns that drove traffic to your site during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion.
Marketing Activities	Shows the marketing activities for the most recent campaigns that drove traffic to your site during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion.
Creative Types	Shows activity occurring during the report time period segmented according to the creative type of the most recent campaigns. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion.
Creatives	Shows activity occurring during the report time period segmented according to the creatives of the most recent campaigns. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion.
Offers	Shows the offers for the most recent campaigns that drove traffic to your site during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion
Placements	Shows the offers for the most recent campaigns that drove traffic to your site during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion.
Campaign Ids	Shows activity occurring during the report time period segmented according to the campaign ID of the most recent campaigns. For the report time period, all conversions and other activities are tracked and attributed to the last campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is credited with the conversion.
Same Visit Campaign IDs	Shows activity from campaign IDs that drove traffic to your site during this time period. Only Campaign IDs seen during the period of the report are tracked.
Same Visit Campaign Names	Shows activity from campaigns that drove traffic to your site during this time period. Only names of campaigns seen during the period of the report are tracked.

Segments

Report	Description
Campaigns by New vs. Returning Visitors	Shows how effective your most recent campaigns are at generating new vs. returning visitors. With drilldown the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing new vs. returning visitors by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description
Campaigns by New vs. Repeated Buyers	Shows how effective your most recent campaigns are at generating new and repeat buyers. With drilldown, the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing new vs. repeat buyers by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description. All activities are tracked and attributed to the last campaign to which visitors responded, even if this most recent campaign was seen prior to the current visit.
Campaigns by Customer Value	Shows the lifetime value of buyers for the most recent campaign they responded too, and displays it in a drilldown. A drilldown enables users to examine this information at a highly summarized level, and navigate to successively more detailed levels of campaign data; for example, viewing lifetime value of buyers by demand channels, partners, marketing programs, marketing activities, campaign IDs, campaign descriptions and more.
Campaigns by Countries	Shows campaign activity originating from various countries over a certain time period. With drilldown, the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing revenue from various countries by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description. All activities are tracked and attributed to the last campaign to which visitors responded, even if this most recent campaign was seen prior to the current visit.
Campaigns by Regions	Shows campaign activity originating from various regions over a certain time period. With drilldown, the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing revenue from various countries by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description. All activities are tracked and attributed to the last campaign to which visitors responded, even if this most recent campaign was seen prior to the current visit.
Campaigns by States	Shows campaign activity originating from various States/Provinces over a certain time period. With drilldown, the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing revenue from various countries by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description. All activities are tracked and attributed to the last campaign to which visitors responded, even if this most recent campaign was seen prior to the current visit.
Campaigns by MSA	Shows campaign activity originating from various Metropolitan Statistical Areas (MSAs) over a certain time period. With drilldown the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing revenue from various countries by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description. All activities are tracked and attributed to the last campaign to which visitors responded, even if this most recent campaign was seen prior to the current visit.
Campaigns by DMA	Shows campaign activity originating from different Designated Marketing Areas (DMAs) over the report time period. With drilldown the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing revenue from various DMAs by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description. All activities are tracked and attributed to the last campaign to which visitors responded, even if this most recent campaign was seen prior to the current visit.
Campaigns by Time	Shows the activity over time resulting from the most recent campaign that visitors responded to during the report time period. With drilldown, the user can examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, identifying campaigns that had both a high number of daily and monthly visitors, and then examining that by Demand Channel, Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description.

email Campaigns

Report	Description
email Campaigns	This report refers to the visitors' most recent email campaigns during the report time period. For the report time period, all conversions and other activities are tracked and attributed to the last email campaign to which visitors responded. Thus, even if the conversion does not happen on the first visit generated by the most recent campaign, the appropriate source is "credited" with the conversion. Drilldown enables users to examine this information at a highly summarized level and navigate to successively more detailed levels of campaign data; for example, viewing visits, page views, revenue, and average order size by Partner, Marketing Program, Marketing Activity, Campaign ID, and Campaign Description.
email Conversion Funnel	This report shows each step in the Email Conversion Funnel and the number of visits that reached that step as a result of an email campaign.

Onsite Advertising

Report	Description
Onsite Ad Impressions	Shows the number of times visitors viewed ads displayed on your site. Use this report to help measure the exposure of your on-site ads.
Onsite Ad Clickthroughs	Shows the number of clicks generated by ads served on your site. It can help measure the relative effectiveness of your onsite ads in generating traffic to a specific destination.

Referrers

Report	Description
Referring Site	Identifies Web sites that refer visitors to your site. The top referrers are your site's primary acquisition channels, and may include a partner sites, search engines, portals or marketing program
Referring Domain	Identifies domains that refer visitors to your Web site. The top referring domains are your site's primary acquisition channels and may include partner sites, search engines, portals or marketing programs.
Referring Page	Shows the pages from which visitors accessed your site. You can use this report together with the Top Referring Domains report to identify which pages on your top domains are sending the most traffic to your site.
Initial Referrers	Shows activity occurring in the current report time period organized according to visitors' first referrer on record

Search Engines

Report	Description
Most Recent Search Engines (All)	Displays the most recent search engine and phrases that visitors used to access your site with measures evaluating those visits.
Most Recent Search Engines (Paid)	Displays the most recent paid search phrase and engine that a visitor used to access your site with measures evaluating those visits.
Most Recent Search Engines (Organic)	Displays the most recent organic search phrases and search engines that visitors used to access your site with measures evaluating those visits.
Most Recent Search Phrases (All)	Displays the most recent search phrase and engine that visitors used to access your site with measures evaluating those visits.
Most Recent Search Phrases (Paid)	Displays the most recent paid search phrase and engine that a visitor used to access your site with measures evaluating those visits.
Most Recent Search Phrases (Organic)	Displays the most recent organic search phrase and engine that visitors used to access your site with measures evaluating those visits.
Initial Search Engines	Shows activity occurring in the current report time period organized according to the very first search engine and phrases visitors used to access your site. This report includes both paid and organic phrases.
Search Phrases	Identifies search phrases that led the most visitors to your site, and for each phrase, which search engines led visitors to the site.
Search Keywords	Identifies keywords that led the most visitors to the site and, for each keyword, which search engines led visitors to the site.

Visitors

Report	Description
Top Visitors	Identifies the IP address, domain name, or cookie of each visitor, and identifies the visitor's activity level on the site. If you use cookies to track visits, Webtrends can differentiate between hits from different visitors with the same IP address
New vs. Returning Visitors	Helps evaluate the loyalty of repeat visitors as well as measure new visitor acquisition. In order to maintain the highest accuracy when counting new visitors, visitors who do not accept cookies are counted separately under Visitors Not Accepting Cookies.
Customer Value	This report shows visitor activity metrics by customer value segments, providing insight into the use of your site by different customer segments.

Domain

Report	Description
Domain Names	Lists the domain names that generate the most activity to your Web site. Because the data for this report is obtained solely from DNS lookups, it can differ from the data presented in the Organizations report, which is based on both GeoTrends and DNS lookups

Geography

Report	Description
Geography Drilldown	Provides a view of the geographic distribution of visitors. Hot spots may represent a central location of a service provider if more specific geographic information on the visitor is unavailable
Countries	Identifies the top countries of the visitors to your site. Use this report to understand how broadly your site is used
Cities	If the Webtrends GeoTrends Database is enabled for this profile, shows visits to your site segmented by the originating city of the visitor
Designated Marketing Areas	Shows the activity that originated within a designated marketing area
Metropolitan Statistical Areas	Shows the activity that originated within a metropolitan statistical are
Primary Metropolitan Statistical Areas	Shows the activity that originated within a primary metropolitan statistical area.
Area Codes	Shows the activity that originated within a given area code

Commerce Reports

Commerce

Report	Description
Customers and Non-Customers	Information about the buying cycle, buyer loyalty, and a quick view of purchase conversion trends.
New vs. Repeat Buyers	Compares the activity of new and repeat buyers during the selected time period. Repeat buyers are visitors that have already made a purchase before the selected report period.

Merchandising

Report	Description
Products	Evaluates visitor activity to products, and displays it in a drilldown. A drilldown enables users to examine this information at a highly summarized level, and navigate to successively more detailed levels of product data; for example, viewing visits, page views, revenue, and average order size by Product Group, Product Family, Product Category, Product Sub-category, Product Name, and Product SKU.
Product Categories	Provides information about activity, sales and revenue for products organized by product category. Product category analysis allows for high-level evaluation of profit centers in your merchandising mix.
Product Sub-Categories	Provides information about activity, sales and revenue for products organized by product sub-category. Product category analysis allows for high-level evaluation of profit centers in your merchandising mix.
Products by Suppliers	Shows product activity organized by supplier.
Products by Manufacturers	Displays the product hierarchy drilldown categorized by manufacturer. You can compare product views, sales, revenue and average order size across manufacturers at any product drilldown level.
Product SKUs	Displays performance details, sales and revenue for each product, broken down by SKU or (if you use a translation file) by product name. This report is especially useful if you plan to integrate external data with product reporting in an Excel file using Excel SmartReports or a Webtrends ODBC driver query.

Campaigns

Report	Description
Products by Demand Channels	Helps you compare how effectively each campaign channel drives product interest and purchase conversions. The relative success of each channel can help you allocate ad spending for future campaign efforts or prioritize search engine optimization.
Products by Partners	Helps you determine your most valuable partner relationships by comparing levels of product interest and conversion rate. To compare merchandise interest, you can drill down on product category, group or SKU across each referring partner site.
Products by Marketing Programs	Helps you compare how effectively your marketing programs drive product interest and purchase conversions. The relative success of each marketing program can help you allocate ad spending for future campaign efforts.
Products by Marketing Activities	Helps you compare how effectively each marketing activity drives product interest and purchase conversions. The relative success of each marketing activity such as direct mail or keyword purchases can you allocate ad spending for future campaign efforts.
Products by Creative Types	Helps you compare how effectively each ad creative type drives product interest and purchase conversions. The relative success of a creative type can show which ad types are most engaging and help you optimize creatives for future campaign efforts.
Products by Creatives	Helps you compare how effectively each ad creative drives product interest and purchase conversions. The relative success of a creative can show which ad creatives are most engaging and help you optimize creatives for future campaign efforts.
Products by Offers	Helps you determine which offers are driving product interest and purchase conversions. Viewing product interest by special offer helps you quickly optimize offers to increase sales and average order size. This report also helps reveal product affinity when other products are purchased as a result of an offer on a particular produc
Products by Search Engines	Helps you evaluate how effectively search engines promote sales of products. You can drill down into product categories to the level of individual product SKUs.

Segments

Report	Description
Products by New vs. Returning Visitors	Compares product interest and sales activity for returning visitors with the results for first-time visitor
Products by New vs. Repeat Buyers	Compares product interest and sales activity for frequent buyers with the results for first-time customers.
Products by Countries	Shows product activity organized by country of origin.
Products by Regions	Shows product activity organized by geographic region
Products by States	Shows product activity organized by state or province.
Products by MSA	Shows product activity organized by Metropolitan Statistical Areas as defined by the US Office of Management and Budget.
Products by DMA	Shows product activity organized by Designated Marketing Area

Sales Cycle

Report	Description
Sales Cycle (New Buyers)	Shows the number of days between a new buyer’s initial visit and first purchase.
Sales Cycle by Product (New Buyers)	Shows the number of days between a new buyer’s initial visit and first purchase based on individual products.
Sales Cycle by Product Category (New Buyers)	Shows the number of days between a new buyer’s initial visit and first purchase based on product category, like DVD players.
Sales Cycle by Campaign (New Buyers)	Shows the number of days between a new buyer’s initial visit and first purchase based on campaign.
Sales Cycle	Shows the number of days between a new buyer’s initial visit and first purchase.
Sales Cycle by Product	Shows the number of days between a new buyer’s initial visit and first purchase for each product.
Sales Cycle by Product Category	Shows the number of days between a new buyer’s initial visit and first purchase for each product.
Time between Purchases	Shows the number of days between a visitor's previous purchase and most recent purchase in this report period.

Content Reports

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Report	Description
RSS Subscriptions Summary	Provides a summary of the total number of Really Simple Syndication (RSS) subscriptions by feeds, the names of feeds visitors are subscribing to, and the percentage for each feed
RSS Feed Usage	Shows the breakdown of specific articles delivered for each type of Really Simple Syndication (RSS) feed and the number of times the RSS feed was requested.
.Geography by RSS Feeds	Provides information about the geographical location of visitors when they subscribe to a specific RSS feed
Media Type Summary	Shows what type of media visitors are using when accessing the site. This report shows the types of media visitors have accessed, the total number of media (clip) events, the number of pages visited, and the amount of time the visitor spent at the site
Media Usage	Shows which clip content visitors are using when they access the media offerings on your site. This report illustrates the most popular media content consumed by visitors.
RIA Content Usage	Shows which Rich Internet Applications (RIA) features are used most often by visitors. The information in this report can assist customers in understanding the usage and effectiveness of their RIA applications at the feature (micro) level to improve their RIA application designs
RIA Feature Usage	Shows which Rich Internet Applications (RIA) features are used most often by visitors. The information in this report can assist customers in understanding the usage and effectiveness of their RIA applications at the feature (micro) level to improve their RIA application designs
Consumer Generated Media	Shows the consumer-generated media (CGM) that visitors engage with when accessing the site
Purchase Conversion Funnel by Test Variant	Shows each test variant that visitors had been exposed to, and their completed steps in a purchase conversion funnel. The information in this report is useful in determining which test variant is most effective in moving a visitor through each step of the Purchase Conversion Funnel

Site Design Reports

Pages and Files

Report	Description
Pages	Identifies the most popular pages on your site and shows you key metrics for each page such as Visits, Page Views and Average Time Viewed.
Page Views Trends	Shows activity trends on your site based on the total page view volume for the report period. You can use this information to determine high and low points of visitor activity.
Content Groups	This report shows patterns of traffic to related groups of pages on your site. Content groups can show how visitors are accessing information categories that may not reflect the organization of your Web site. For example, you may want to look at visits by content area, or find out how many visitors use summaries or abstracts of site content
Content Groups and Sub-Groups	Identifies the most popular groups of Web site pages and how often they were visited
Content Group Duration	Provides insight into which areas of the site are most attractive to your visitors. Analyze the content groups for possible cross-promotions, or analyze over time to interpret content popularity.

Navigation

Report	Description
Entry Pages	Focuses on pages that were most often the first or “entry” page of a visit. Each visit can have only one entry page. You can use this report to determine whether visitors are entering your Web site using the pages you expect.
Exit Pages	Focuses on pages that were most often the final or "exit" page of a visit. You can use this report to determine whether visitors are exiting your Web site using the pages you expect, such as a specially designed Thank You page, or whether certain pages are causing visitors to abandon the visit prematurely.
Single-Page Visits	Focuses on pages that were most often viewed during a visit consisting of exactly one page view. You can use this report to determine the success of certain pages designed to provide visitors with all needed information on a single page, or whether certain pages are causing visitors to abandon the visit prematurely

Browsers and Systems

Report	Description
Browsers	Identifies the most popular browsers used by visitors to your site. You can use this information to improve your understanding of which technologies your visitors use so you can configure your Web site to optimize their visit experience.
Spiders	Identifies robots, spiders, crawlers and search services that visit your site. This information can help you block spiders that use your server resources and understand the kind of automated attention you have attracted to your site.
Platforms	Identifies the operating systems most used by the visitors to the site. This information will only be displayed if your server is logging the browser/platform information.

Client Details

Report	Description
Languages	Provides statistics about the top languages spoken by the visitors to your Web site. You can use this information to tailor your site content to visitor preferences
Screen Resolutions	Provides statistics about the most common screen resolutions used by your visitors. You can use this information to improve your understanding of which technologies your visitors use so you can configure your Web site to optimize their visit experience
Color Palettes	Provides statistics about the most common color palettes in use on your visitors' computers. You can use this information to improve your understanding of which technologies your visitors use so you can configure your Web site to optimize their visit experience
Java Support	Provides statistics about the proportion of your site activity generated by visitors whose browsers have Java enabled. You can use this information to improve your understanding of which technologies your visitors use so you can configure your Web site to optimize their visit experience.
JavaScript Support	Provides statistics about the proportion of your site activity generated by visitors whose browsers have JavaScript enabled. You can use this information to improve your understanding of which technologies your visitors use so you can configure your Web site to optimize their visit experience
JavaScript Versions	Shows the JavaScript versions in use by your visitors with JavaScript enabled. You can use this information to improve your understanding of which technologies your visitors use so you can configure your Web site to optimize their visit experience.
Third Party Cookie Support	Tracks visitors' activity based on whether their browser accepts third party cookies or not.
GMT Offsets	Shows the GMT offset of the time zones where your Web site visitors are located.
IE Connection Type	Identifies the visitor’s connection type.

Wireless

Report	Description
Mobile Devices	Identifies the WAP (Wireless Application Protocol) devices most commonly used by visitors to your site. This information will only be displayed if your server is logging the browser/platform information.
Mobile Browsers	Identifies the WAP (Wireless Application Protocol) browsers most commonly used by visitors to your site. This information will only be displayed if your server is logging the browser/platform information.

Site Performance Reports

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Technical Statistics	Bandwidth: Kbytes Transferred Trend	Shows the bandwidth requirements of your site by tracking kilobytes transferred over the course of the report period
Activity	Browsing Hours	Shows the number of visits with activity in each hour of the day during the reporting period. Use this information to identify periods of high and low activity on your site, which may be useful in selecting system maintenance periods or in selecting campaign or promotion times.