Advanced Session and Source Options
Beyond just tracking traffic volume from various sources, it's crucial to assess the quality of that traffic. The advanced Session and Source options provide metrics to help you evaluate how users from different sources engage with your platform, how effectively their sessions lead to conversions, and their contribution to revenue.
- Average sessions/user: Average sessions per user gives you the mean number of times a single user visits a website or app within a given period across the selected source properties. It is determined by dividing the total session count by the number of unique users. This report type helps you analyze user loyalty and engagement frequency.
- Average conversions/session: Average conversions per session provides information on the efficiency of your website or app in achieving desired actions. It is calculated by dividing the total number of conversions by the total number of sessions across the selected source properties. This metric reveals how effectively each user visit contributes to your conversion goals.
- Revenue: Revenue report shows the total revenue for the selected source properties. For the Revenue report calculation, MoEngage takes Conversion activity/event and Revenue attribute present in the MoEngage dashboard in Settings > Account > General settings.
When to Use Advanced Session and Source Options
While standard source analysis often focuses on the volume of traffic from different channels (for example, "How many users came from Facebook?"), the Advanced Session and Source Options allow you to delve deeper into the quality and effectiveness of that traffic.
Use these advanced features when your analysis requires understanding:
- Engagement Levels by Source: You need to know how frequently users acquired from different sources return and engage with your platform.
- Conversion Efficiency by Source: You want to measure how effectively sessions originating from specific sources lead to desired conversion events.
- Revenue Contribution by Source: You need to attribute monetary value directly to your acquisition channels or campaigns to understand their financial impact.
Here’s how each specific option helps evaluate the quality of your traffic sources:
Average Sessions/User
- What it does: Calculates the mean number of sessions per unique user within a specific period, segmented by source properties (like source, medium, campaign). It essentially measures repeat visit frequency based on origin.
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When to use it:
- When you need to compare user loyalty and engagement frequency across different acquisition channels or campaigns.
- To identify sources that drive more habitual usage or repeat visits versus those driving primarily one-off visits.
- To assess the "stickiness" of users acquired from various sources.
Example Use Cases
Some of the use cases that you can solve using this option:
- Channel Loyalty: Compare the average sessions per user for traffic acquired via Organic Search versus Paid Social Media over a month to see which channel brings back users more often.
- Campaign Engagement: Analyze if users acquired through Email Campaign A have a higher average session count than those from Email Campaign B.
- Referral Quality: Evaluate different referral partners by comparing the average sessions per user for traffic originating from each partner.
Average Conversions/Session
- What it does: Measures the efficiency of sessions by calculating the total number of specified conversion events divided by the total number of sessions, segmented by source properties. It shows how likely a session from a particular source is to result in a conversion.
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When to use it:
- When you need to evaluate how effectively different traffic sources convert visitors within their sessions.
- To identify high-intent sources that drive efficient conversions versus sources that generate volume but low conversion rates per session.
- To optimize marketing spend towards channels delivering sessions that are more likely to convert.
Example Use Cases
Some of the use cases that you can solve using this option:
- Campaign Efficiency: Compare the Average Purchases per Session for users coming from Google Ads Campaign X vs. Google Ads Campaign Y.
- Content Marketing ROI: Assess if sessions originating from specific blog posts (tracked via UTM parameters) have a higher Average Newsletter Signups per Session.
- Channel Performance: Determine which source (for example, Direct, Organic Search, Referral) yields the highest Average Demo Requests per Session.
Revenue
- What it does: Reports the total revenue generated, attributed to specific source properties.
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When to use it:
- When you need to directly measure the monetary value driven by different acquisition channels, campaigns, or sources.
- To calculate Return on Investment (ROI) for marketing activities.
- To make budget allocation decisions based on the revenue contribution of various sources.
Example Use Cases
Some of the use cases that you can solve using this option:
- Marketing ROI: Track the total revenue generated from users whose first touchpoint was Paid Search Campaign Z to evaluate its profitability.
- Channel Value: Compare the total revenue attributed to users acquired via Affiliate Marketing versus Email Marketing over a quarter.
- Content Contribution: If tracking revenue events, determine the revenue generated by users who initially landed on a specific product marketing page (using source tracking).
By utilizing these options, you can move beyond simple traffic counts to assess the true quality, engagement, efficiency, and financial contribution of your various acquisition channels and campaigns.