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      Analyses 4 – Referrer Analyses
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      Contents

      Analyses 4 – Referrer Analyses

      • 4 Minutes to read
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      Article summary

      This training chapter shows the analysis of referrer information, which is measured automatically by Mapp Intelligence.

      1 Overview

      Referrer analyses allow the following questions to be answered:

      • From which websites do your customers access the page?

      • Which search phrases are used?

      Campaign analyses and configuration are introduced in other training chapters.

      2 Where does the Information come from?

      The source of the visits is retrieved by the Intelligence pixel from the referrer.

      Disclosure of the referrer:

      To exclude referrers from Mapp Intelligence analysis, they must be denoted in the Mapp pixel or Tag Integration. The respective own domain should be listed there.

      3 Referrer Types

      Mapp Intelligence differentiates various types of referrers:

      Types

      Origin

      Search Engines

      All known search engines (e.g. Google, Yahoo)

      Social Media Sources

      All social media referrers entered in the marketing configuration
      (e.g. Facebook, LinkedIn)

      Other Sources

      Any other referrers, neither search engines nor social media referrer.
      (e.g. Blogs, private websites)

      No Referrer

      No referrer recorded
      (e.g. direct entry via the URL, browser bookmark, newsletter access without webmailer)

      Entering the social media referrers:

      Mapp Q3 > Configuration > Marketing Configuration > Social Media Referrer

      4 Entry Referrers and Referrer Analyses

      Mapp Intelligence provides two methods for analyzing referrers:

      • Entry referrer analyses
        Shows the referrer to the entry page.
        e.g. the analyses Entry Sources, Entry Sources Type

      • All referrer analyses
        Shows all referrers, including entry referrers.
        e.g. the analyses Referrer, Search Engines

      4.1 Entry Source Tree

      From which sources were the site entered?

      Analysis: Marketing > Entry Source Tree

      Reading Example

      Visits

      For 15,115 visits the entry source was the search engine "www.bing.com".

      Page Impr. per Visit Avg

      On average 3.64 pages were accessed during visits whose entry source was the search engine "www.bing.com".

      New Visit Rate %

      82.07 % of all visits whose entry source was the search engine "www.bing.com" were made by new visitors.

      4.2 Entry Sources

      Which referrers were used as entry sources?

      Analysis: Marketing > Traffic Origin > Entry Sources

      Reading Example

      Visits

      In 36,880 visits was the entry source.

      New Visit Rate %

      90.92 % out of all visits with "www.google.com" as an entry source was done by new visitors.

      Page Impr. per Visit Avg

      2.42 pages have been viewed on average if the entry source was "www.google.com".

      All referrer types are shown (Search Engines, Social Media Referrer, Other Sources, No Referrer).

      How do entry sources develop over time?

      Analysis: Individual Analysis

      Reading Example

      Visits

      In 2016 in CW 42 "www.google.com" was the entry source for 8,965 visits.

      New Visit Rate %

      In 2016 in CW 42 90.64 % out of all visits with "www.google.com" as an entry source was done by new visitors.

      Page Impr. per Visit Avg

      In 2016 in CW 42 2.52 pages have been viewed on average if the entry source was "www.google.com".

      4.3 Traffic Source - Organic vs. Campaign

      How much traffic was generated by a marketing campaign?

      Analysis: Marketing > Traffic Origin > Traffic Source – Organic vs. Campaign

      Reading Example

      Visits

      In 13,139 visits a campaign led to the entry page.

      Visits %

      In 14.48 % out of all visits a campaign led to the entry page.

      New Visit Rate %

      84.11 % out of all visits where a campaign led to the entry page was done by a new visitor.

      The basis for this analysis is the Intelligence campaign analysis. This means the marketing campaigns need to be configured and tracked in Mapp Intelligence for this analysis to be available.

      All traffic that was recorded with an URL parameter/Mediacode count as "campaign".

      4.4 Entry Pages per Referrer

      Which other referrer URLs linked to which pages?

      Analysis: Individual Analysis

      Reading Example

      Qty Sources

      In 110 visits the page en.home has been accessed through the URL "com.google.android.googlequicksearchbox".

      Bounce Rate %

      In 5.88 % out of all visits, the entry page was the only page accessed during the visit.

      Referrer URLs are the complete URLs for "Search Engines", "Other Sources" and "Social Media Sources".

      No entry page was measured in a visit?

      If a visit starts with an (onsite) click (e.g. click on a link, video, or form), no entry page will be recorded. This often happens when a click takes place after a session timeout (30 minutes).

      Optionally, the session opening click can be discarded. This results in the entry page being recorded. Contact your respective consultant for activating this option.

      This only happens if action, form or media tracking has been activated.

      How often is no entry page recorded?

      Compare the metric "Entries" in the pages and the traffic analysis.

      Analysis: Individual Analysis

      Reading Example

      Entries

      904 entries on pages have been tracked, in total there were 922 entries. That means that the entry page has been measured in 98% out of all cases.

      5 External Search Phrases

      Which search terms are used in search engines?

      Analysis: Marketing > Search Phrases > External Search Phrases

      Reading Example

      Visits

      For 425 visits the search phrase "jeans" was entered in search engines in order to get to the website.

      Bounce Rate %

      During 42.86 % of all visits with the search phrase "jeans" only one page was viewed.

      For a large proportion of search requests, it is not possible to measure the search phrase ("not provided"). This is due to the suppression of terms with https search requests by Google.

      5.1 Search Phrases vs. Search Words

      In Intelligence it is possible to analyze search phrases and search words. "Search phrase" shows the complete search request, "Search word" shows the search request split up into individual words.

      Example:

      5.2 Brand Search

      What are the most used non-brand and brand search requests?

      Analysis: Individual Analysis

      Reading Example

      Qty External Search Phrases

      In 37 visits jeans has been entered into a search engine leading to the website. This was no brand search.

      Organic Source %

      No visit took place through an organic search which means that all visits were triggered by paid ads in search engines that were booked on the keyword.

      How often is a brand term used in each individual search engine?

      Analysis: Marketing > Referrer > Search Engines

      Reading Example

      Qty Sources

      The website was accessed 3,281 times through "www.google.com".

      Brand Search %

      11.70 % of all visits took place through a brand search word.

      Brand terms must be entered in the marketing configuration.

      Mapp Q3 > Configuration > Marketing Configuration > Brand Search

      How does Mapp Intelligence deal with suppressed search phrases ("not provided")?

      • The booked Goodle Ads keyword can be used for mapping when the Ads interface is activated.

      • URLs from the section "Brand URLs" are measured as brand as soon as an entry with a surpressed search phrase is detected.

      Adjustments do not have a retroactive effect on data.

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