KPIs & Metrics Explained
What are Key Performance Indicators (KPIs)?
Section titled âWhat are Key Performance Indicators (KPIs)?âKPIs are specific, quantifiable measures used to evaluate the success of an organization in achieving its business objectives. They are critical for understanding performance in key areas. KPIs are usually SMART, i.e.: Specific, Measurable, Achievable, Relevant and Time-bound.
Dialogue helps you track your storeâs KPIs with conversion, engagement, and overall revenue growth metrics.
Contribution Metrics
Section titled âContribution MetricsâContributed Revenue
Revenue from Customers who interacted with Dialogue assets.
Generated only when your customer purchased a product during the same session in which they interacted with a Dialogue asset, without necessarily being redirected.
âNot Contributed Revenue: If your customer interacts with a Dialogue asset > Leaves the website without buying > Returns > buys without interacting with any Dialogue assets.
Contributed Transactions
The number of transactions from customers who interacted with Dialogue assets.
Counted only when your customer purchased a product during the same session in which they interacted with a Dialogue asset, without necessarily being redirected.
Not Contributed Transactions - If your customer interacts with a Dialogue asset > Leaves the website without buying > Returns > Buys without interacting with any Dialogue assets.
Engagement Metrics
Section titled âEngagement MetricsâAverage session time
Time spent on site by visitors who engage with one of Dialogueâs assets. A session ends after30 minutes of inactivity or when a user leaves the website.
Average Page Views
The average number of times a visitor who engage with one of Dialogue asset has viewed a page in one session. This metric captures the total page views of all visitors who have engaged with Dialogue, regardless of how many times they have interacted with one of the Dialogue assets. As long as a user has interacted with a Dialogue asset at least once, their page views will be counted in this metric.
Asset Loads, Views & Clicks
Section titled âAsset Loads, Views & ClicksâAsset Views
Number of times visitors viewed Dialogue Assets.
A view is counted when two conditions are met:
- The asset has loaded on the page.
- Your customer scrolled and viewed the asset.
Not counted as a view - If the asset loaded on the page, but your customer didnât scroll and view it.
Asset Loads
The number of times that users visited pages that have active Dialogue assets on them.
Assets may load on pages but not be viewed by your customers. This happens when a Dialogue asset is located at the bottom of the page and your customer didnât scroll down to view it. In this case, the asset load will be counted, but the asset view will not be counted.
Asset Clicks
Number of times visitors clicked on Dialogue Assets.
Asset clicks refer to the number of times your customer clicked on an asset link that redirected them to another page. Every time a link is clicked, and your user is redirected to a new page, is an Asset Click.
Average Order Value
Section titled âAverage Order ValueâAverage Order Value (AOV)
The average order value of customers who engage with a Dialogue asset on your store.
AOV is a metric used to measure the average amount spent per purchase in an online store. In order to calculate Dialogue AOV, we divide Contributed Revenue by Contributed Transactions.
Average Order Value Beta (AOV Beta)
AOV of Customers who engage with a Dialogue asset on your cart, mini cart or checkout pages.
AOV Beta is calculated by dividing the total revenue from customers who interacted with assets located on your cart page, checkout page, or with the Booster, a cross-sell asset featuring products, by the total number of transactions from those customers.
Direct & Pure Metrics
Section titled âDirect & Pure MetricsâDirect Sales
Total sales from users who clicked on a product through Dialogue assets, and purchased the exact same product.
Sales generated through Dialogue assets as a result of your customers clicking on a product and then purchasing the exact same product within the period of 24 hours.
Pure Transactions
Pure Transactions refer to the number of transactions generated through Dialogue assets.
The number of transactions from your customers who clicked on a product through a Dialogue asset, and purchased the exact same product within the period of 24 hours.
CTR & CVR
Section titled âCTR & CVRâClick Through Rate (CTR)
Clicks/Views = The rate of visitors that clicked on Dialogue Assets out of the number of times visitors viewed Dialogue Assets.
CTR is a measure of how successful an asset is at encouraging users to take a desired action. It is calculated by dividing the number of Asset Clicks by the number of Asset Views. For example, if an asset is viewed 100 times and receives 5 clicks, its CTR would be 5%.
Dialogue Conversion Rate (CVR)
The rate of users who interacted with a Dialogue asset and purchased during the same session. Calculated by dividing the number of Contributed Transactions by Dialogue Contributed Sessions.
