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Performance Monitor deep dive

 

PERFORMANCE MONITOR DEEP DIVE

  

Following up on the first two sections, we now have set up channel categorisation, loaded additional costs and defined events. All these activities have a direct impact on the Performance Monitor, the main native dashboard of Roivenue, which is now fully set up and ready for your analysis. As it will probably be your most visited section, we have devoted this whole chapter to it.

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The Dashboard tiles give you a high level look at what is happening, so if you want to inspect one of them in particular and explore, click on it and the tile will be expanded into the PM. For example, after clicking on the Marketing Investment tile, we are taken to the PM, which displays a combination of investment and mRomi. Other tiles are transformed to the PM combinations accordingly.

This setup of the PM – investment as bars and mRomi as line graph in the combined bar and line chart – is its default setup. It combines both ends of the funnel – how much are we investing and how much comes back in terms of profit. What we mean by default setup is that these metrics are selected when you access the PM via the left pop-up menu.

 

 

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As the PM is comprised of data from several data sources categorised on several levels, there are many control tools to help you navigate your selection. The first two tools can be seen on the gif below:

1. Account and business unit – selected on the top of the screen by the two drowpdown menus. If you leave the business unit filter set to "all assets", data for the whole account will be set up. In this definition, you can still filter data by site. This filter is present in all sections of Roivenue. 

2. Views - there are 4 four possible views in the PM, which can be changed via switching panes above the PM graph.


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In the Totals view, you can mark a selected value and compare it to other weeks. Marking is possible by clicking on a data point and selecting “Mark value” in a context menu that pops up. This draws a line across the whole PM as a benchmark and enables you to compare values in other weeks to this benchmark. Comparison is presented both in absolute numbers as well as in percentages. The Context menu also enables you to record an event.

 

 For sites, channels and platforms, this context menu enables two extra options:

  • Show only – shows only the selected site, channel, platform
  • Hide – excludes the selected site, channel, platform from PM.

 

 

 

 

 

 

3. Right side filtration

The right side of the screen shows a pop-up filter with a date range filter and three drop-down filters – Sites, Marketing Channels, Marketing Platforms. These filters have a direct effect on the data displayed in the PM. To select a single option filter, click on the text, doing so will deselect all the filters in that section and select the one you clicked on. To deselect a single option, click on the checkmark next to the text, this will leave the rest of the filters selected and this one unselected.

There is a pin symbol in the top right of this pop-up filter. It lets you pin and unpin the filter from the screen. An unpinned filter will disappear after few seconds after hovering the cursor away.

 


 In the Totals view, you can use both column and line charts to display metrics and performances. To select values for columns, you can use the left drop-down menu (4), for the line chart use the right drop-down menu (5).

Data to be displayed can also be selected by clicking on the funnel itself, which is above the column and line data selection drop-down menus. A single click selects the start of the funnel to display, another click closes it. For example, clicking on “investment” and “cost per conversion” selects marketing investment for columns and cost per conversion for lines. To select a single metric, double click on a single section of the funnel. For example, double clicking on the “visits” bubble selects the “visits” metric for columns and leaves the line empty. This workflow is presented in the video attached to this section.

 
In other Performance monitor views (Sites, Marketing Channels and Marketing Platforms), only one metric or performance can be displayed, as this is compared across the selected category (site, channel or platform).

It is important to note that the selected attribution model in attribution analysis has an impact on data displayed in the Performance Monitor. The active attribution model is displayed at the top of the screen (6). To change the model, either click on this ribbon (6), or navigate to the Attribution Analysis feature to make your selection there. The selected model does not impact total values and costs, it impacts distribution of conversions, deliveries, revenue and profit across marketing channels.

In case no Transaction feed is connected, information about Deliveries, Gross Profit and performances connected to them will not be available. In this case, all Revenue data is extracted from the web analytics platform.

 

After you log in to Roivenue, the first page you see is the “Dashboard”. This displays eight common definitions of the Performance Monitor (PM), giving you a quick overview of your current situation. These eight tiles are oriented down the marketing funnel – from investment at the top left to marketing profit at the bottom right.

 

Feel free to take advantage of the right-hand side pop-out filter, which enables you to zoom in on specific sites, channels or platforms as well as to define the time period displayed. Sections of the filter are interconnected - therefore, if you select a specific site, only channels and platforms which relate to this site will be displayed. This easy-to-operate filter will accompany you along your journey with Roivenue, so it makes sense to get to know it well.

 

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It is easy to notice that the PM presents data on a weekly granularity. This level has been chosen for two main reasons, and those are that it is homogenous - each week is seven days long and that is an optimal reporting time period for most e-commerce businesses. A month is too long, a day might be useful during the peak season, but probably not so much for the whole year. Nevertheless, Roivenue connectors load data on a daily level, so if you need daily evaluation, you can access daily data via the Exports section.

 

 

 

 

  • Totals - displays the total value for the selected metric or performance for all the selected sites, channels and platforms.
  • Sites - compares selected metric or performance across the selected sites - the site now serves as a category in the monitor, therefore, each site has its own line.
  • Marketing channels - same as sites, but categorization is based on marketing channels. A marketing channel is a channel into which we have mapped traffic and ad data during the traffic and ad classification process. Run your cursor over a channel in the filter on the right and it will be highlighted in this view.
  • Marketing platforms - same as sites and channels, but categorization is based on marketing platforms. A marketing platform is one source of cost data into Roivenue. The usual rule is that one connector (except web analytics platforms) is one platform. Same as with channels and sites, run your cursor over a platform in the filter to highlight it in the PM graph.

 

 

 

 

 

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4. & 5. Selecting data to be displayed

To select the data to be displayed in the monitor, several options are available. These are divided into two groups:

  • Metrics – such as Visits or Revenue
  • Performances – calculated from metrics, such as CPC, CPA or mRomi

 

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Step-by-step video instructions:

 https://youtu.be/DlVNsjVwoJg