How it's calculated
The average number of taps on the zone, for pageviews with at least one tap on the zone.
Tap Recurrence = Total number of taps on the zone ÷Total number of screenviews with at least one click on the zone
How to interpret it
This metric helps you analyze user engagement and frustration. Whether the metric indicates frustration or engagement depends on the context of the zone it appears on.
Positive engagement
If there's a high tap recurrence on a carousel of images, it most likely means that users are tapping through the content. This is a positive sign, and indicates user engagement.
Negative frustration
If there's a high tap recurrence on a CTA or a menu entry, this indicates that users are frustrated. They are tapping several times on a zone, which should only require one or two taps if working properly.
The room availability zone (top image) has a Tap Recurrence of 2.92, which indicated engagement as searching for a room requires multiple taps. The restaurant banner (bottom image) has a Tap Recurrence of 3.39. As the restaurant banner isn't tappable, this indicates frustration and confusion.
Diving deeper
If you notice a high, negative Tap recurrence, it's recommended to analyze it further in other modules, such as:
- Impact Quantification: Quantify the impact of the Tap recurrence and understand its effect
- Workspace: After implementing a solution, monitor the zone's Tap recurrence to see if it improves
- Alerts: Get alerted if the Tap recurrence increases