Path Analyzer maps

Last updated Monday, May 23, 2016 in Sitecore Experience Platform for Marketer
Keywords: Path Analyzer, Reports

The Path Analyzer is an application that allows you to view the various paths that contacts take as they navigate through your websites. You can see the paths that contacts take when they convert goals and interact with campaigns, giving you an insight into which paths provide the best engagement value per conversion, and which paths are less efficient and could use optimization.

Maps are a visual representation of the paths that contacts take through your website. Maps consist of three basic elements:

  • Tree
  • Path
  • Nodes

The tree is the basic structure of a Path Analyzer map. A tree consists of many paths, or branches, radiating out from the map's central node. This central node is also known as the tree node.

Paths consist of groups of nodes that represent the sequential pages that contacts have interacted with on their way from specific channels or campaigns, or to particular goals or events. Two or more contacts must have had the same sequence of interactions for a path to be created.

cms_PathAnalyzer_homemap

Understanding paths

Paths provide you with information about how efficiently your website works. This information can give you insight into which content generates the highest engagement value, and which content is not performing as efficiently as it could.

Path length refers to the length of the connecting line between nodes. Path length signifies the amount of traffic that the node receives. The longer the shaded portion of the path between nodes is, the more traffic that particular node receives. If, for example, you have a node that receives a lot of traffic but does not generate much engagement value, it would be a candidate for closer examination and optimization.

cms_PathAnalyzer_pathdetail

Paths and efficiency

You can measure the efficiency of your website using Path Analyzer maps. On a map, the nodes along the map show you the relative engagement value for that particular page. Nodes range in color from dark red to dark green. The greener the nodes along a path are, the more efficient the path is at generating engagement value. A path containing red nodes indicates that the pages generate low engagement value and could be candidates for optimization

Another key to understanding path efficiency is node size. Node size increases as the engagement value generated by contacts who pass through the node increases.

For example, you could view a Path Analyzer map that has a high traffic path with dark red nodes. This would indicate that the path received a lot of contact traffic, but had low engagement value levels. You could see that other paths that contained certain types of pages, such as employee biographies, lead to higher conversion rates than the more frequently used paths.

By examining what works on your website and then steering visitors towards the most efficient paths, you have a greater chance of generating more engagement value. This helps you make your website and your marketing strategies more efficient.

cms_PathAnalyzer_pathefficiencydetail

Analyzing maps

To the left of every Path Analyzer map, you can view analytics details. You can filter the analytics to view different types of Path Analyzer reports using the Metrics panel on the Path Analyzer map.

cms_PathAnalyzer_analyticsmetrics

The Metrics panel contains the following categories:

Item

Description

Subtree value

The sum of the engagement value points accumulated by contacts who have visited this path.

Subtree visits

The number of visits to this path.

Subtree value per visit

The average engagement value points per visit to this path.

Exit value

The sum of the engagement value points that contacts have accrued before exiting at this node.

Exit visits

The number of contacts that left the website at this node.

Exit value per visit

The average engagement value points per visit of contacts who exited the website at this node.

Exit potential gain

The engagement value a path could potentially gain through optimization.

Average time spent (sec)

The average amount of time contacts have spent on a node.

Depth

The number that describes where this node appears in its subtree or path.

If you have not selected a node within a path, the Metrics panel will show information about the Internet root node. To select a new node, hover or click on it. This will show analytics information, such as subtree visits and value, for both the node and the path leading up to the node.