A metric is based on an event and helps to analyze the number of collected events (or their mean/average) and compare it to a baseline, generally the total number of unique visitors or the total number of sessions. For more information about definitions, please refer to the following article.
The event “click”
This event is sent via our tag from every page where the tag is displayed and an “action tracking” has been set up.
- It’s displayed as “unique” in the column “unique conversions” in the reports, conversions meaning “click done” when the type of data is “visitor”
In this case, it represents the number of clickers, the number of unique visitors who have clicked at least one time (if a unique visitor clicks three times, the total number of clicks will still be one)
- It’s displayed as “total” in the reports, conversions meaning “click done” when the type of data is “session”.
In this case, it represents the total number of clicks (if a unique visitor clicks three times, the total number of clicks will be three)
Click rate
Visitor scope
The click rate or conversion rate represents the percentage of clickers (unique visitors who performed at least one click) on a certain element vs. the total traffic on the variation.
Calculation
Example
88 unique visitors have clicked
Total traffic is 880
Click rate = 88 / 880 * 100 = 10%
Session scope
The click rate or conversion rate represents the percentage of clicks (all the clicks) on a certain element vs. the total number of sessions on the variation.
Calculation
Example:
100 clicks have been performed
Total number of sessions is 900
Click rate = 100 / 900 * 100 = 11.11%
Click rate growth
In a testing campaign, this metric compares two conversion rates (at a visitor level or at a session level) and helps to identify the best performer between two variations (the variation is compared to the baseline, which is the original version).
The growth metrics are always displayed on all variations except on the one which is used as the baseline. See this article to learn how to change the baseline in a report.