Mobile Web Zoning Metrics

When analyzing a mobile device on a web zoning, there are some metrics that change names- for example, Click Rate is called Tap Rate.

Below, you'll find what the metrics are called when analyzing a mobile device, and which metric they correspond to when analyzing a desktop.

ⓘ Notes:

1. The metrics are calculated in the same way for all devices. What changes is the name of the user action: When analyzing a mobile device, the wording tap is used. When analyzing a desktop, the wording click is used.

2. The Hover Rate and Engagement Rate metrics are not available on mobile. There is no hover in mobile view, and for this reason, we don't display this metric. Because the calculation of the Engagement Rate depends on the Hover Rate, we don't display this metric either.

Conversion Rate per Tap

This metric shows if tapping on a zone impacts a behavior or conversion goal.

Conversion Rate per Tap = Number of visitors who tapped on the zone and accomplished the behavior ÷ Number of users who tapped on the zone

Purchase - CR per Tap

This metric shows the percentage of all users that tapped on the zone and also completed an ecommerce transaction during the same session.

Purchase - CR per Tap = Number of users who tapped the zone and made a purchase ÷ Number of users who tapped the zone

Revenue per Tap

Total revenue generated by users who tapped at least once on the zone divided by this number of users.

Revenue per Tap = Total purchase amount from all sessions where visitors tapped on the zone ÷ Total sessions where the zone was tapped

Swipe rate

Swipe rate shows the percentage of users who have swiped in a selected direction on a zone during a screen display.

Swipe rate = Number of pageviews containing at least one swipe on a specific zone ÷ Total number of pageviews

Tap Rate (pageview level)

The percentage of pageviews with at least one tap on a specific zone.

Tap Rate (pageview level) = Number of pageviews where the zone was tapped ÷ Total number of pageviews

This metric is called Click Rate (pageview level) when analyzing a desktop

Tap Rate (session level)

The percentage of sessions with at least one tap on a specific zone.

Tap Rate (session level) = Number of sessions where the zone was tapped ÷ Total number of sessions

This metric is called Click Rate (session level) when analyzing a desktop

Tap Recurrence

Average number of times an element was tapped when engaged with during a pageview. This metric measures engagement and frustration.

Tap Recurrence = Total number of taps on the zone ÷ Total number of pageviews with at least one tap on the zone

Time Before First Tap

Average number of seconds between when our tag is loaded and the first tap on the zone, for screenviews with at least one tap on the zone.

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