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Visitor micro and macro status
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Visitor micro and macro statuses are used to analyze both short- and long-term goal achievement by visitors. These predefined statuses in Mapp Intelligence help track the progression of users from their first interaction to purchase and beyond, across multiple visits.
1 Understanding Micro Status
The micro status tracks the user’s progression through multiple visits, starting from their first interaction with your website or app. In most cases, users are assigned to a status beginning with “Onsite”, as this is the first tracked interaction. Users always belong to one micro status within the cycle, which updates based on their actions over time.
Predefined Statuses: The statuses “Unknown” and “Offsite” are only assigned if data is imported (e.g., offline data, campaign views). If no data is imported, tracking begins with the “Onsite” status when a visitor first accesses the website.
Cycle-Based Status Assignment: Users always belong to one status within the cycle. As they interact with the website or app, they move to higher-priority statuses (e.g., product view, purchase). If they return in later visits without progressing to a higher status, they remain in their current status.
Reset After Purchase: Once a purchase is made, the cycle resets, and the user’s status is reassigned based on their actions in the next visit.
Priority | Micro Status | Description |
---|---|---|
1 | Unknown | Visitors for whom data were imported into Mapp Intelligence (e.g. offline data, data from call centers) |
2 | Offsite | Visitors with campaign views |
3 | Onsite | Visitors who accessed the website or app |
4 | Product view | Visitors with product views (based on product state) |
5 | Abandoned basket | Visitors who added a product to their shopping cart (based on product status) |
6 | Customer | Visitors who bought a product or completed an order (based on product status or order value) |
2 Understanding Macro Status
The macro status tracks a user’s long-term progression, from their first interaction until they become repeat purchasers. Users are always assigned to a macro status, which updates as they move through the customer lifecycle. Like with micro statuses, “Unknown” and “Offsite” can only be assigned if data is imported.
Predefined Statuses: The statuses “Unknown” and “Offsite” are only assigned when data is imported. Otherwise, users start at the “Onsite” status, and macro statuses are tracked as they engage with your website or app.
Lifetime Status Assignment: Users always belong to one macro status. They retain the highest macro status they achieve across their visits, even if they don’t progress further in subsequent visits.
Tracking Long-Term Engagement: Macro statuses reflect users’ progress over multiple visits, showing how they move from new visitors to repeat buyers.
Priority | Macro Status | Description |
---|---|---|
1 | Unknown | Visitors for whom data were imported into Mapp Intelligence (e.g. offline data, data from call centers) |
2 | Offsite | Visitors with campaign views |
3 | Onsite | Visitors who accessed the website or app |
4 | Product view | Visitors with product views (based on product state) |
5 | Abandoned basket | Visitors who added a product to their shopping cart (based on product state) |
6 | Registration | Visitors who supplied their Customer ID or email address (based on Customer ID or User – Email Receiver Id) |
7 | New customer | Visitors who bought a product or completed an order (based on product state or order value) |
8 | Returning buyer | Visitors who bought products or completed orders more than once (based on product state or order value) |
3 How Micro and Macro Statuses Are Assigned
Visitors always belong to one micro or macro status within a cycle. These statuses are assigned based on the highest-priority action the user has performed.
Example: Micro and macro status of a visitor
Analyzing Current vs. Historical Visitor Statuses
In Mapp Intelligence, there are four key dimensions that allow you to track user engagement over time: Micro status, Profile Micro status, Macro status, and Profile Macro status. These dimensions help you understand both the current and historical behavior of your users.
Micro status and Macro status: These provide a snapshot of where a user was during a specific visit, showing their actions and progress at that point in time.
Profile Micro status and Profile Macro status: These reflect the most recent status of the user, indicating their current position in the engagement cycle, based on their latest visit.
This distinction allows you to analyze both the most up-to-date status of a user (profile statuses) and track how they progressed at specific moments in time (non-profile statuses).
Example Micro status: Micro VS. profile micro status
Example Macro status: Macro VS. profile macro status
4 Use Cases
Visitor micro and macro statuses can be analyzed across several use cases.
A) Micro Statuses Achieved by Visitors
This analysis shows the highest micro status achieved by visitors in their sessions.
Analysis: Visitors > User - Relationship Management > User - Micro Status
Reading Example
Reading Example | |
---|---|
Visits | In 1.462.698 visits users reached the status "Abandoned basket". |
Visits % | In 54.05 % of all visits users did have the status "Abandoned basket". |
B) Micro Status in the Last Visit
This reveals the final micro status a user achieved during their most recent visit.
Analysis: Visitors > User - Relationship Management > User - Micro Status
Filter: Limit analysis to the last visit of a user
Analysis:
Reading Example
Reading Example
% of All Visitors
8,12 % of all users did have the status "Abandoned basket" in their last visit.
C) Macro Status Over Time
This shows the macro status users reached by the conclusion of the selected period.
Analysis: Visitors > User - Relationship Management > User - Macro Status
Reading Example
Reading Example | |
---|---|
Visitors | 16.322 visitors did make at least 2 orders so far. |
% of All Visitors | 1,20 % of all visitors did make at least 2 orders so far. |
Please note: A user who reaches several macro statuses in different visits is shown multiple times in the analysis!
D) Current Macro Status
This analysis focuses on the current macro status of users, showing their progress through the customer lifecycle.
Analysis: Individual Analysis
Reading Example
Reading Example | |
---|---|
% of All Visitors | 1.86 % of all users currently have the macro status "New Customer". |
User Profile - Visits per Visitor* | On average "New Customers" made 10.26 visits in total in their lifetime. |
*This is a custom formula.
E) Micro and Macro Statuses in the Last Visit
This shows the micro status reached by users in relation to their macro status during their most recent visit.
Analysis: Individual Analysis
Filter: Limit analysis to the last visit of a user
Analysis:
Reading Example
Reading Example
% of All Visitors
0.62 % of all users did have the macro status "New Customer" in their last visit and at the same time the micro status "Product view".
Visits %
0,95% of all "New Customers" did have the micro status "Product view" in their last visit.
F) Orders by New vs. Returning Customers
This helps distinguish between orders placed by new customers and those placed by returning buyers, helping analyze customer loyalty and purchase patterns.
Analysis: Visitors > User - Relationship Management > User - Macro Status
Reading Example
Reading Example | |
---|---|
Qty Orders | 2165 orders were made by "Returning buyers". |
Order Value Avg | The average order value of orders by "Returning buyers" was 92.09 Euros. |