Screen metrics quick guide
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Views
Number of times the screen was viewed. Identify top viewed screens.
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Sessions
Number of sessions where the screen has been seen at least once.
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Views/session
Average number of times the screen was viewed during a session. See how many times the average user is seeing the same screen during a single journey on your app. If you compare, for example, category screens to product screens, you see what screen users are viewing the most.
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Landing screen
Ratio between users that landed on this screen and the total number of users. Identify top screen landing screens in-app.
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Bounce
Ratio between users that landed on this screen and left the app without seeing a second screen and the total number and the total number of users who landed on this screen. Note that a user can scroll, tap through images and read content, but if he/she doesn't see a second screen, it counts as a bounce.
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Exit
Ratio between the number of users that ended their navigation on this screen (the screen can be viewed at any time during the session, including before exit) and the total number of users. Note that an exit can take place anytime in the journey from the second page view (a user leaving the app on the first screen is called a "bounce").
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Time spent
Average time spent on the screen - from screenview event to last event sent. Understand which screens users are spending the most time on, and identify if this was expected or not. Perhaps there is a screen users are spending more time on than expected?
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Conversion
Ratio between the number of users that viewed the screen and reached the objective during their navigation and the total number of users that viewed that screen. The conversion rate is tied to the specific behavior you are looking at. Remember, this can be based around views, taps or ecommerce.
Note: For more details on screen metrics, download the Experience Analytics Mobile Booklet |
Understanding a screen by comparing its metrics
1. Is my screen attractive?
- is it viewed?
- does it generate lots of bounces?
- is it present among the sessions?
2. Is my screen engaging?
- is there activity on it?
- is it viewed for long?
- is it scrolled (calculated according to height)?
3. Does my screen perform well?
- does it achieve its goal(s)?
- is it displayed quickly?
Using screen metrics, you can also identify whether it provokes a different behavior when it is viewed as the landing screen of a session, or during a session: is its Bounce rate higher than its Exit rate?
These questions give you pointers – hypotheses to uncover positive and/or negative anomalies which you then need to compare with other screens on your app.
Understanding a screen by comparing it to others
When you have identified a screen in the Journey Analysis module and analyzed it in-depth in the Screen Metrics module, you need to weigh your analysis of the page against all screens on your site: "my screen is viewed a lot, but it is, on average, viewed as much as my home screen, my list screen, and my sales screen."
Take your analysis further by supplementing these questions with an understanding of your screen relative to others: attractiveness, interaction and performance.
An anomaly exists when a difference is significant enough relative to its environment!
Understanding a screen according to different visitors and period
When you have identified one or more positive and/or negative anomalies, you can extend your analysis to different periods and segments.
It's important to understand the source of anomalies, and your users, before beginning an analysis of the elements on the screen:
- are they caused by one or more particular user?
- are they repeated over time or do they occur sporadically?
- are the anomalies the same?
Once you have asked (and answered) these questions, you will have identified your screens' strengths and weaknesses. You now have the key data (periods, segments, anomalies and hypotheses) you need to continue your analysis of elements on your screen using Zoning analysis.