Over time tile
The Page views Over Time tile displays your number of pages viewed over a selected amount of time. You can view the information either as a single total figure, or divided into multiple line graphs of device type or operating system. Page views over time serves as the top level look at your website’s performance and serves as a high-level healthcheck.
For more information about exactly what constitutes a page view, see Definitions.
The current market intelligence is that almost all websites should expect to see a rising trend of mobile devices hitting their website. It would also be expected to see tablet segmentation growing faster than smartphone growth, due to less saturation and other factors. It’s also true to say that feature phone usage will be small, and probably falling. If you are currently supporting feature phones on your website, it may be worth evaluating whether it is worth continuing to do so.
Viewing the Page Views over Time tile, it’s worth noting when the device types that are peaking. Is there a weekend increase in tablet use? This could indicate a good time to target an ad campaign at these segments.
Top Devices tile
This tile allows you to see the type of devices that are causing page views on your website most frequently. This information is invaluable for determining how best to tailor your user experience and where to focus developmental effort.
From this tile, it is also possible to view more information about any of the individual devices. Simply hover your mouse cursor over any of the blue lines to open a temporary pop-up that shows additional information. Alternatively, you can show additional KPIs, which will give a more thorough breakdown of the top devices.
The Page Views by Devices tile is used to determining the trend of specific devices. The growth rate of these devices can be used to tell you about the uptake of these technologies, but also related technologies like NFC or wearable devices.
The Devices tile can also give you an idea of the type of visitor your website is attracting and possibly give you insight into the type of advertising that might be the most effective. For instance, you might want to target iPhone 6 users with higher price items on banner ads due to assumptions you may make about their spending habits. If your mobile traffic is particularly diverse, this type of segmentation may benefit your targeting strategy.
The Personas tile gives an indication of the type, or group, that your visitors belong to. The Netbiscuits Personas have been created to help you make sense of the data in a meaningful way and to categorise your visitors.
Read more about the Netbiscuits Personas on the Personas topic. If Persona information is not displaying, it may be because bandwidth detection is not turned on. Bandwidth detection is required for the Personas Tile to obtain information. To ensure that your bandwidth detection is turned on, please check your settings here.
Like the Bandwidth Tile, the Personas Tile only shows those profiles to which a persona was able to be attached (personas use some dynamic parameters to determine the type of user). The percentage of captured personas compared to the total page views is shown below the graph.
It is also possible to view more information about any particular persona by hovering your cursor over a section of the Persona Tile.
The Persona tile is the heart of the segmentation process and getting to know your audience. This tile is dedicated to trying to see your audience as people, not numbers. The first step is to get familiar with the Netbiscuits Personas, which can be seen here. These Personas are based on the technology, time and bandwidth of the users accessing your websites. Using this separate data points, a profile can be created that enables a marketer to then decide how to track user behaviour. For instance, you can see how particular campaigns attract a certain type of Persona and target resources efficiently at a desired segment.
It’s also possible to prioritize or target content based on this customer segmentation. It’s possible you might decide that a Sofa Surfer (comfortable with a good internet connection) might respond better to longer content and multiple different calls to action, whereas a Weekday Explorer may well be in a rush or with poor connectivity and want simple, short content and a quick route to buy.
Operating System tile
The Page views by Operating Systems chart shows the breakdown of the operating systems (iOS, Android etc.) of the devices hitting your website. These can then be further broken down into specific versions and viewed as a line graph of the top 5 operating systems.
From this tile, it is also possible to view more information about any of the individual operating systems. Simply hover your mouse cursor over any of the segments to open a temporary pop-up that shows additional information. Alternatively, you can show additional KPIs (see below), which will give a more thorough breakdown of the top operating systems.
This tile can give the marketer a lot of information about the potential growth of market segments. Are there any growth patterns in new operating systems that might alter the mobile web? Always online Chromebooks (running Chrome OS) may highlight a shift in the way webpages are consumed.
It’s worth knowing how you stack up against the industry when it comes to operating system weighting. The operating system that your users favour will help build a picture of your average user, alongside their Persona.
You can see how quickly users adopt the latest Operating System releases from Apple. If your users are generally quick to pick up on new technology, you need to ensure your development team/agency are always on the look out for news of the latest Apple upgrade and that the site is tested in time.
This can also have an impact on testing. When thinking about and testing new features, knowing the breakdown of the most commonly used operating systems can help direct your development or shape your testing environments.
The Page views by Browser tile gives an insight into the internet browsers that are most commonly accessing your website.
The main applications of the browser tile is mainly technical, but there is marketing information to be taken as well. Looking for growth patterns is important because it can tell you which browsers are worth supporting: are you still getting visitors using Internet Explorer 6 or 7? These browsers are notoriously tricky to support so removing them from your development can save you time to work on other features and may save money with external agencies & developers. You can also see if there are new browsers that are now hitting your site often enough to warrant their own support.
Time of Day tile
The Page views by Time of Day tile is an excellent resource for getting a detailed idea of when in the day your website is getting the most page views, either for load balancing issues or the best time to launch campaigns. The Time of day tile can be viewed by total number of sessions, or split into individual devices or operating systems.
Please be aware that the clock is in the 24 hour format, so data points to the far left of the graph are recording 6pm.
By default, the Time of Day tile shows data as the Visitor’s Local Time. This means that the data is relevant to the country a user is in (and not to the country where the website is based). A website visit at 13:00 in Germany and a website visit at 13:00 in Argentina will both be incorporated under 13:00. In the contextual menu (….) you can change this to UTC (Coordinated Universal Time) so that it instead takes the time from the country of the website. For example, if the website is based in the UK, the German visit above would be displayed as 12:00 while the Argentinian visit would be displayed as 15:00.
The Time of Day tile can altered to display in either your local timezone or UTC. To switch between the two options, open the contextual menu () and select your desired timezone.
The Time of Day tile allows you to see the ebb and flow of your site on a daily basis. Viewing it with device type (see below) allows you to understand the type of people that are visting at any given time, and how this might effect campaign performance at different times of the day.
Low traffic at particular times could be a warning sign or a potential oppotunity. Some times are bound to just be less popular than others due to work and sleep patterns, but if there is a particularly weak time that seems unusual compared to the adjacent hours, what can be done to increase traffic at these times? For example, an email drop or other targeted promotion.
Screen Sizes tile
The Screen Size tile shows the number of page views by the size of the accessing device’s screen. This can be an excellent indication of future trends; as you see various screen sizes lose and gain popularity, you can ensure the best possible experiences on the most popular screen sizes.
On the vertical-axis is Page views (you can set the time scale used for page views via Dates) and the horizontal-axis shows screen size.
Why is some of my Screen size data unknown?
When viewing the Screen Size tile, a proportion of the screen sizes displayed are unknown. There are two main reasons why you might have a high level of unknown screen sizes:
- If many of your hits are from Desktop personal computers, the level of unknown screen sizes will be higher. This is because there is no way to tell the size of monitor attached to a Desktop PC. Filtering the data by smartphones, tablets and feature phones will remove these anomalies. For more information on filtering, see the Filtering topic.
- If many of your hits are from iOS devices and you have not activated Advanced iOS Detection, then the screen sizes of those devices may not be available. You can read more about activating iOS detection at the Setting up the Detection Code Generator topic.
Device types tells you very clearly defined groups of devices that are accessing your site (Tablet, Phone, etc..) but Screen size gives you a more nuanced view. Here you can see the emergence of new devices (for example, Phablets). You can also see the trend of devices sizes, be that moving towards larger, like the Phablets, or smaller, like wearables.
On the more technical side, the Screen Sizes by Page Views can be used to determine the best break points in a responsive site or the number of templates required in an adaptive site. It can show you which screen sizes to ensure you are perfectly optimized for.
The Bandwidth tile gives a quick overview of the type of connection speeds your website visitors are achieving, from very slow (2g, EDGE connection) to very fast (4G, Broadband). The graph is shown by page views.
If you are not seeing any bandwidth information, it may be because you have not set up bandwidth detection on your site. Please ensure that the Bandwidth detection is turned on in your detection code. See Setting up the Detection Code Generator for more information.
It is important to note that within the Bandwidth visualisation, only the devices that returned a bandwidth are included (that is to say, there is no ‘unknown’ category). This makes the graph easier to read and conclusions about the data easier to draw.
The main issue with bandwidth is ensuring all your customers have the highest level of experience possible. Keep an eye out for the Bounce Rate as well – this is the most accurate indicator of satisfaction depending on bounce rate.
When creating specific domains for campaigns, it’s possible they will differ in complexity or include several media items (for example, video). Knowing the average bandwidth of users’ devices can make decisions like this easier and you can keep an eye on whether some campaigns make sense in particular demographics (i.e. by country).
What do the Bandwidth speeds equate to?
|Bandwidth Speed||Equates to…|
|Very Slow||This is comparable to a GPRS or slow EDGE connection.|
|Slow||This is comparable to a fast EDGE or slow 3G connection.|
|Medium||This is comparable to a 3G connection.|
|Fast||This is comparable to a 3.5G/HSDPA connection.|
|Very Fast||This is comparable to a 4G/WiFi connection|
The Page Views by Screen Orientation tile allows you an insight into the behaviour of your mobile users. Displayed on this graph is the percentage of page views taken from portrait devices and landscape devices. Optimising your site to look good on both orientations is important, but this graph gives you an idea of exactly how important it may be. It’s not unusual for more than 50% of your page views to come from devices viewing your site in portrait mode.
For the purposes of the graphic, we have excluded all desktop computers (as these use landscape displays in the vast majority of cases).
The Screen Orientation tile can help you to know your users. Being aware of how the majority of your users are viewing your site, portrait or landscape, can be useful when designing a new page or creating templates. Making information as clear as possible on the page for the accessing device can have a huge impact in terms of engagment of user. It is also useful information when considering a site which uses a lot of video – because it can help you make decisions about the correct resolution or video ratio (4:3 vs 16:9).
Viewing the Trend Over Time
In the Context menu () is the option to view the graph as a Trend Over Time graph. This will then show the number of page views per orientation over the last month (by default). This date range can be changed from the blue date range bar.
The Trend Over Time graph will show you if there are any changes in the trend that your site is seeing, and give you possible insights into the data going forward.
Viewing the detailed data
To view the actual figures of the Screen Orientation graph, select the Detailed Data option. You will be presented with a table of all the landscape and portrait user numbers for the date range selected in the date range. This date range can be changed from the blue date range bar.
The Location tile shows a heat map of the world, showing the concentration of your website users by country.
By moving your cursor around the countries, you can quickly get an overview of the number of page views per country from the slider along the bottom of the map.
To view more information, hold you cursor over any of the available countries and wait for the data pop-up to appear.
Select the Set as region Filter option to change the filter for the all analytics to the selected country.
From the lower left of the screen, it is possible to zoom in for a better view of crowded sections of the map.
The Location by Page View tile is another important factor in determining your marketing strategy. Here are some of the questions and decisions that the Location tile can answer or inform:
- Are the traffic patterns in line with the expectations in your vertical? Your expectations as a business?
- How do the country markets compare in size? Are you getting international traffic? Would you expect to?
- Which countries would benefit from translating your website to another language? Using the volumes of traffic from the Locations tile is a good way to determine this.
To reveal more data about the individual pages of your website, select the View Detailed Data option from the contextual menu. The detailed data, organised by screen size, includes:
- Page views
- Percentage of page views for each country
- Number of sessions
- Bounce rate
- Number of Bounced Sessions
- Average Time on Site
- Average number of Pages per Session
- Conversion Rate and Value
- Total Number of Conversions
The Pages tile can show you which of your webpages are pulling in the most hits, as well as which are losing the most customers or gaining the most conversions.
The tiled pages show the different pages of your website, organised by page views. The larger the segment, the more page views that page has received.
The Pages per Page view tile allows you to view campaigns as they lead visitors to a specific page, and thus the success of the campaign. For instance, if you promote a page featuring product information, you can easily see if that page is performing better than your current landing page. It’s also possible to witness other unexpected benefits from campaigns or advertisments – are pages you wouldn’t expect getting a higher amount of web traffic? Get to the bottom of what is working and do more of it!