Clarity Attribution Data Capture and Charts Explained
Clarity and the Journey Visualizer are built on a custom process for tracking sessions, interactions, and leads via the application and enabled modules.
All of the data (application metrics) originates from the application, so those processes that do not originate from the application
will not be reflected in either Clarity or the LJV.
Application Metrics
There are two distinct types of metrics that the application captures:
- Session Data
- Event Data
Session Data
Every website visit registers a new visit unless one already exists for the user. Events, discussed below, belong to a specific session.
The first time a user visits a company site and loads the application a machine_guid or Globally Unique Identifier (GUID) is created. This identifier does not track any personally identifiable information (PII). This GUID never expires and is only reset if the user clears their local storage. Clearing the cache of a browser does not reset the GUID. The GUID follows the device, so the user will have the same GUID across all sites they visit, regardless of the company or community.
The GUID, Urchin Tracking Module (UTM) parameter(s), website referrer, Internet Protocol address (IP address), and user agent information are sent to the application API creating a new session. The session GUID is sent from the API to the application where it becomes stored in the user's browser.
Application Events
After a session has been established, a variety of events related to the application on a per-module basis are recorded:
LOADED: An event is recorded for each module loaded.
OPENED: An event is recorded when the user clicks on the application to maximize/interact with a specific application.
LEAD_CREATED: An event is recorded when the user completes the lead process.
All application events are linked to an application session. By linking the application event to the session, UTM information, such as the UTM source, can be displayed in the Journey Visualizer.
Touch Attribution
The First Touch, Last Touch, and Multi-Touch charts displayed in Clarity are derived from the UTM source data:
First Touch: Regardless of when the user converted (first session, last session, or somewhere in the middle), this is the UTM source from the user's first session.
Last Touch: The UTM source of the session where the user converted. This will always be the last session because the application stops tallying the user's new sessions after the user converts unless the user converts again.
Multi-Touch: All of the UTM sources from every session leading up to the conversion, including the first and last touch.
Scenarios for illustration
User visits site one time with a digital marketing agency as the UTM source and converts immediately
First Touch source is the digital marketing agency
Last Touch source is the digital marketing agency
Multi-Touch source is the digital marketing agency
The user above visits the site but does not convert until the second site visit. The first visit UTM source is the digital marketing agency and the second visit UTM source is GoogleLocalListing.
First Touch source is the digital marketing agency
Last Touch source is GoogleLocalListing
Multi-Touch sources are the digital marketing agency, GoogleLocalListing
Clarity Reports
Reports can be generated to provide more visual data to determine the best marketing and advertising strategies. Choose a date range to view more granular data.
By default, the previous 30-days are shown. A PDF can be downloaded by clicking the Save To PDF button at the top left.
For best results, set the browsers' zoom to 100% before exporting to PDF.
Sessions Report
Leads per Application: Displays the number of leads or conversions associated with each app during the time frame selected.
Sessions per Category: Displays the percentage and number of visits to a page with an application based on the advertising category, such as Search, Display, Social, and Direct.
Sessions per Source: Displays the percentage and number of visits to a page with an application present based on the URL referrer or marketing agency.
Leads per First Touch Source: Displays the percentage and number of leads generated by the related page source.
Leads per Last Touch Source: Displays the percentage and number of leads generated by the related page source.
Leads per Multi-Touch Source: Displays the percentage and number of leads generated by the related page source.
Lead Metrics Report
Leads per Application: Displays the number of leads or conversions associated with each app during the time frame selected.
Leads Converted per Interaction by Day: This graph displays the number of sessions, time the application was opened, and the number of leads generated by day.
New Leads per Module Type: Displays the percentage of leads generated by each app or module.
New Leads per City: Displays the city in which a user was located at the time a lead was generated. Note: Internet connections may not display the exact city depending on where a server is located or if a Virtual Private Network (VPN) is in use.
Conversion Rates Report
Leads per Application: Displays the number of leads or conversions associated with each app during the time frame selected.
Leads per Touch: Displays the number of leads generated based on the number of touches (the number of times the page was loaded).
Conversion Rates per Day of Week: Displays the percentage of conversions per app by day of the week.
Conversion Rates per Module Type: Displays the percentage of conversions by each app or module over the past day, week, and month.
Daily Interactions and Leads for [App or Module]: Displays the number of times an application was opened and the number of leads generated by day.
Sessions to Module Interactions to Leads by Source: Displays the number of interactions by sessions. These are groups and displayed by the associated lead source.
Top 25 Module Interactions and Leads per Company Over Past 30 Days: Displays the number of times an application was opened and the number of leads generated by the company over a rolling 25 day period.
Devices Report
Leads per Application: Displays the number of leads or conversions associated with each app during the time frame selected.
Sessions to Module Interactions to Leads by Device Type: Displays the number of interactions by sessions grouped by the device type.
Matchback Report
Leads per Application: Displays the number of leads or conversions associated with each app during the time frame selected.
Matchback Summary: Displays the apps used by prospects, the number of total Matchbacks, leads, and the lead to Matchback conversion rate.
Matchbacks per First Touch Source: Percentage of leads based on the first touch source.
Matchbacks per Last Touch Source: Percentage of leads based on the last touch source.
Matchbacks per Multitouch Touch Source: Percentage of leads based on all touches and sources.
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