Salesforce B2C Commerce 19.6 > Merchandising Your Site > Marketing Analysis > Analytics

Analytics Metrics Definitions

This page describes the metrics elements as defined and used in the Salesforce B2C Commerce analytics reports.

Note: When a site supports multiple currencies, active data raw values are collected across all sessions, regardless of session currency. B2C Commerce converts currency values into the site's default currency. The analytics reports described on this page reflect the converted values.

Terms and Definitions

These are general terns and their definitions.

Term Definition
A/B testing (visit-based)

A visit can take part in A/B testing with one or more tests. Each test has a name and several segments (for example, name FastCheckout and segments one step and two step).

  • The base number is the total number of visits.
  • The A/B test result number is the sum of all visits that took part in a certain test and test segment.

A visit can be part of multiple segments within a test and can take part in multiple tests at once. It will be counted for all tests in which it took part.

Basket / Cart

A basket or cart is a shopping cart created by a user during an add to cart operation.

  • A visit can have zero or more carts (usually zero or one cart).
  • Multiple carts occur when a user has checked-out a cart but continues to use the open visit and creates another cart. Each cart has a unique identifier and is counted separately. The counting time is the start time of the visit.
  • A cart is counted multiple times when the cart spans two or more visits (persistent cart feature).

For example:

A customer goes to iDemand.com, thus creating a visit or session. The session ID is 1234 with time stamp March 20, 2015 12:20:37. The customer adds a product to a cart. The new cart has Cart ID 99999 with time stamp March 20, 2015 12:24:19. The customer doesn't check out the cart but leaves the store, ending the visit/session. At 20:56:44 in the evening, the customer returns.

Because the customer allows cookies, the cart still exists. The system detects this, counts the cart as a new cart, and sets the time stamp of the cart to the time stamp of the new visit/session, that is, March 20, 2015 20:56:44. The customer adds one more product, checks-out and leaves. The end result is two visits, two carts and one checkout.

Buyer A customer who has an account in the store, and who has made at least one purchase.
Checkout The process of ordering what is in the cart. This process can be stopped at any time and doesn't necessarily end with an order. A visit can have more than one checkout process for the same cart. Each checkout is counted separately. The counting starts from the start time of the visit.
Customer A buyer; a visitor who registered an account in the storefront and who might or might not have made a purchase.
External search Any search that led to the storefront, regardless of source. Phrases are not separated or reordered. B2C Commerce maintains a list of recognized search engines. If you know of a search engine that should be added to the list, contact Commerce Cloud Support.
IP address The IP address of the sender of the request. The real IP address of the sender can be masked by proxies or network address translation.
Order

The final result of a completed checkout process. Each order is counted separately. The order time is the start time of the visit. A visit can have more than one order (that is, a new cart for each order).

All reports use orders as they were captured by B2C Commerce at the time they were placed. Any subsequent changes to orders are not captured by B2C Commerce.

Page request An http-request to the system. Only HTML requests are counted, no media requests (for example, images, CSS, or Flash) are counted. This is also called a page hit.
Product An item with a unique ID (SKU). Each variation of a product is a product while individual options of a product are not a product.
Quantity The number of items sold of a specific product.
Referrer When visiting a web page, the referrer or referring page is the URL of the previous web page from which a link was followed. More generally, it's the URL of a previous item which led to this request. The referrer of an image, for example, is generally the HTML page on which it's to appear.
Registered buyer A registered customer who has made at least one purchase.
Revenue The sum of all merchandise totals, including shipping and tax.
Robot

Also known as a web crawler or spider; a program that browses the World Wide Web in a methodical, automated manner.

Web crawlers are mainly used to create a copy of all the visited pages for later processing by a search engine that will index the downloaded pages to provide fast searches. Crawlers can also be used for automating maintenance tasks on a web site, such as checking links or validating HTML code.

A list of recognized robots is maintained by B2C Commerce.

Runtime Time needed to deliver a response back to the client. This includes the time needed by B2C Commerce to create and send the response.
Search

Any search performed in the storefront. A search can contain one or more search words. For example Apple iPod represents one search and one search phrase. Phrases are not separated into single words or reordered.

For analytics, only the 10,000 most recent search phrases are used.

Unique page A unique B2C Commerce URL, for example, /Link-Category?catalog=StandardCatalog&name=226.
Unregistered buyer An unregistered user who makes a purchase. Given the nature of being unregistered, the same user will be counted for each purchase.
User agent/browser The client application used with a particular network protocol. The phrase is most commonly used in reference to those that access the World Wide Web. web user agents range from web browsers to search engine crawlers (spiders), screen readers and Braille browsers. When internet users visit a web site, a text string is generally sent to identify the user agent to the server.
Visit

A session by a registered/unregistered person or robot as indicated by a unique session ID that spans all requests.

  • The start time of the visit determines the time of the count. If a visit spans more than 1 hour or day, it's counted once for its start time (time and date).
  • All registered and unregistered visits are listed separately in certain reports.
  • All non-customer visits are listed separately in certain reports.
  • The start time of a visit is also the start time for all subactivities, such as orders, checkout, and carts.
  • For analytics, only the first 1000 requests are counted. The limit prevents robots from biasing reports.
  • The maximal lifetime of a visit is determined by the session ID lifetime. The B2C Commerce Web Server session ID lifetime is currently set to 6 hours (security) and the session expiration (application server) session timeout is set to 30 minutes (resource and run-time performance).
  • The session timeout is fired if a session is inactive for this period of time (there are no requests during this time).
  • A session times out after 6 hours even if the session is active. A new session is automatically created and all active entities are recounted.
Visit duration The time between the first request that started the visit and the full delivery of the last request of the visit.
Visitor A visitor to the storefront, registered or unregistered.

Conversion Report

Because carts and checkouts can occur multiple times, the conversion report can have unexpected values when using the B2C Commerce metrics. These metrics relate to the Conversion report:

Visits Conversions

Order Conversions

Cart Conversion

Purchase Report

These metrics relate to purchases:

Orders and Revenues

Average Revenues

Average Orders

Ordered Products

Catalog Report

This metric relates to the catalog.

Search and Navigation Report

These metrics relate to search and navigation.

Top Search Terms

Search engine Hits

These metrics relate to search engine hits:

Customer Reports

These metrics relate to customers:

Customers and Buyers

Traffic Reports

Traffic metrics relate to client navigation.

A/B Testing Report

This report is ordered by test and test segment name. This test lists:

Related Links

Analytics

Analytics Reporting Integration

Multi-Currency Sites