Browse all the metrics available inside the Zoning Analysis for Digital Experience Analytics Mobile.
Read more about the gestures analyzed with each metric
Types of gestures availableTapThe tap gesture is the same as the click but for apps. It's the action of a single or multiple taps on the device’s screen. Tapping is one of the most usual gestures that users make.
SwipeA Swipe is the action of dragging a finger towards a direction (right, left, top and down) on the devices screen. It’s an app gesture that has no web equivalent. A characteristic example of the swipe gesture exists in Photos applications where the users uses their finger to swipe from one photo to another. We capture the direction and the speed of each swipe. See the section below.
Long PressThe act of using one finger to press down on an icon or other part of the screen for several seconds (typically 1.5 to 2 seconds), in order to activate a task or access additional features in the App. Note that this gesture is captured but not leveraged in the Contentsquare platform.
Swipe GesturesWhen you choose a swipe metric in Zoning, you have the ability to choose the direction of the swipe. See the guide below for each swipe gesture: Speed & Finger Direction MetricsTo add more context to your analysis, you can parameter the speed by choosing fast, slow or both, and choose the finger direction between 6 different swipes as mentioned above.
|
Attractiveness rate - iOS Only
Attractiveness rate lets you analyze if users are attracted to the content on your screen. It shows if users click on a zone after they have been exposed to it.
How it is calculated
Attractiveness rate = Number of views with zone displayed and at least one tap ÷ Number of views with zone displayed.
When is a zone considered exposed?
How to interpret it
Are users drawn to engage with the content after they’ve seen it?
Example: The product promotion on our home screen has rather low visibility and low engagement - could its performance increase if it’s given more visibility?
The Attractiveness rate shows that more than half of all users click on the promotional display after seeing it. This indicates that there is interest in the content, and that giving it more visibility could increase its performance.
Conversion rate per tap
Of users that tapped on the zone, the percentage that also completed the selected goal during the same session.
This metric allows you to determine whether interaction (tap) with a zone encourages or prevents users from exhibiting the behavior.
How it is calculated
Conversion Rate per tap = Sum of sessions that achieve the goal and have interaction in the zone ÷ Sum of sessions with interaction of the zone
How to interpret it
It allows you to quickly see which zones on a screen are contributing to conversions when they are tapped on. This can be useful to prioritize a screen based on the tapped zones that led to conversions.
Exposure rate - iOS Only
Exposure rate shows what content, on average, a user is exposed to on a screen. It provides an indication of how far down a screen users on average scrolls, and gives insight into if the content further down on your screen is being seen by users.
How it is calculated
Exposure Rate = Number of screenviews that displayed the mid-height pixel line of the zone for at least 150 millisecs ÷ Number of screenviews.
When is a zone considered exposed?
How to interpret it
What percentage of my traffic sees the content all the way to the bottom of my home screen? Do visitors see the cross-sell at the bottom of my product screen?
Example: There is a low Click Rate on my home screen promotion display— is this due to a lack of attractiveness, or is it because visitors are not exposed to it?
Using the Exposure rate, we can see that only 17.1% of users are exposed to the zone. To test if the engagement increases with more visibility, the display should be moved higher up.
Exposure Time - iOS Only
Exposure time indicates how long a user, on average, is exposed to a zone on your screen.
How it is calculated
Exposure Time = The amount of time the mid-height pixel line of the zone is visible when it is displayed after having at least spent 150 milliseconds on the zone.
Note: We collect and show exposure metrics based on 100% of traffic.
Good to know: Data increase or decrease depending on time spent. “0 seconds” will be displayed if you spent less than 150 milliseconds on the zone. If you scroll fast from the top to the bottom of the screen, the middle screen will not be taken into account as the scroll movement is too fast to consider the zones in the middle have been exposed.
When is a zone considered exposed?
How to interpret it
How long do visitors spend consuming a piece of content — irrelevant of whether they tap on it or not?
Example: There’s a low tap rate on my home screen promotional display - are users actually reading the content?
On average, users spend less than 2 seconds considering the zone. This could mean that they either aren’t interested enough in the content to spend time on it, or that the content isn’t eye-catching enough for users to be drawn to it.
Purchase - CR per tap (multi session)
Of users that tapped on the zone, the percentage that also completed an ecommerce transaction during the same session or any future sessions.
For multi-session metrics, a "future" session describes a subsequent session in which the user visited your app, and in this case completed a purchase.
To empower you to analyze a user's behavior in their current and any subsequent session, a user's multi-session journey is tracked using a user identifier, according to your Product Analytics setup. Learn more about user identity tracking with Heap powered by Contentsquare.
How it is calculated
Purchase: Conversion Rate (CR) per tap (multi-session) = number of users that completed an ecommerce transaction (during the multi-session conversion window) ÷ number of users that tapped on the zone.
Retention rate after tap
Retention rate after tap shows you the percentage of users who returned in a new session after clicking on each zone.
A "new" session describes a subsequent session in which the user visited your app.
To empower you to analyze user behavior in their current and any subsequent session, a user's multi-session journey is tracked using a user identifier, according to your Product Analytics setup. Learn more about user identity tracking with Heap powered by Contentsquare.
How it is calculated
Retention after tap = number of users who returned in a new session ÷ number of users who tapped on the zone.
Revenue
Total revenue generated by the segmented users after they tapped on an element. This metric ranks elements based on their contribution to revenue.
How it is calculated
Total purchase amount of all sessions that tapped on the zone.
How to interpret it
When analyzing a screen, you can use this metric to see which zones are generating the most revenue.
Revenue per tap
Average revenue per tap generated by users after they tapped on an element. This metric ranks elements based on their contribution to revenue.
How it is calculated
Sum of the revenue for zones which has revenue and has at least one tap on the zone ÷ Sum of views there was at least one tap on the zone
How to interpret it
A zone with a high total revenue may just be caused by a high number of visitors tapping. Revenue per tap lets us see which zones are both attractive and have a high contribution to ROI.
Similar to purchase conversion rate per tap, with this metric you are able to think about ranking zones by exact revenue.
Tap rate (Screenview level)
Percentage of users that tapped on the zone at least once. This metric allows you to rank zones according to their attractiveness.
How it is calculated
Number of taps on the zone ÷ Number of views of the page
Note: A screen view is collected from the moment the SDK fires a screenviewEvent. When the app is put in the background and then brought back to the foreground, it fires another screenviewEvent.
How to interpret it
This metric is useful when analyzing zones that can be tapped several times (like a carousel) because it does not inflate the tap rate. (If during a screen view a user taps twice on a zone, the tap rate just considers one tap. So even if the zone is tapped hundreds of times by one user, and once by another user, the metric is not «inflated»).
Tap rate (Session level)
Percentage of sessions with a tap on the zone from all sessions matching the analysis context selected.
How it is calculated
How to interpret it
This metric helps identify how many users tapped at least once, or never tapped on a CTA during their session. You can also check which navigation element is more used, the menu or the search bar, and how many users used them at least once during their navigation.
Tap recurrence
Average number of times an element was tapped when engaged with during a screenview.
This metric measures engagement and frustration.
How it is calculated
Total number of taps on the zone ÷ Total number of screen views with at least one tap on the zone
How to interpret it
This metric can help you identify if users are trying to engage with non-tappable elements. If users are repeatedly tapping on a banner with the expectation to be brought somewhere but then are not, it is a negative experience.
A high tap recurrence could indicate a banner to be removed or a banner that should be linked to another screen.
Time before first tap
Average number of seconds between screenview event and first tap on an element.
This metric identifies which elements were interacted with first. Caution: you can only use the time before first tap on those zones that display a high enough tap rate to be significant (tap rate ≥ 1%).
How it is calculated
Total time before first tap ÷ Views with at least one tap on the zone
How to interpret it
Time before the first tap is very useful in relation to form field completion. It allows you to see if forms are being filled out in the correct order.
This metric also shows you which areas of the screen are most immediately attractive to users and where people are tapping first.
If a visitor has a CTA in view, the time before the tap should be low, but if there is text on the screen, we can expect a longer time before the first tap.