In the Divvit app, there are a lot of features and a lot of moving parts to follow. We’ve broken down each feature and KPI so that you’ll know exactly what you’re looking at while using our app:

Divvit Dashboard: Where it all begins

Your Divvit Dashboard will give you a bird’s eye view of your data and your ecommerce store’s performance. You’ll see 4 main graphs with your traffic, order count, cost, and revenue overview for your selected time period. You can select week, month, or  year for your time period. 

  • Traffic: Total traffic by day over the time period (week, month, or year) with its comparison over the previous time period. (Learn more about driving traffic)
  • Order Count: The total amount of orders over this time period compared with the previous time period. 
  • Cost: The total costs that you have connected and tracked through your Divvit app during this time period. (Learn more about connecting costs)
  • Revenue: The total amount of revenue earned over this time period compared with the previous time period. 

Your current progress is shown in blue with its comparison from the previous time period in a lighter gray shade. Where you’re performing better during this time period will be shown in green, and where you’re performing worse will appear in a light red color.  

Hovering your mouse over any of the lines will give you the exact numerical comparison between the two time periods with their date. 

Scrolling down will allow you to see your channels in more detail with the latest orders coming from those channels. You can see average visits per day and average orders per day per each channel. 

Traffic Trends, Orders, & Costs:

The Traffic, Orders, and Costs tabs are set up the same way, and offer you the opportunity to visualize your progress across these three metrics easily. 

As with all features in the Divvit app, you can change your time period to compare between two time periods. You can also click on the metrics to the right to change how the list appears, either biggest to smallest or vice versa. 

  • Visits/Orders/Costs: the actual number that you’ve earned or spent during this time period
  • Change: the amount of change over the previous time period
  • % Change: the percentage of change over the previous time period

*What’s new: You can now filter your orders in the Orders Tab by attribution model:

  • Last Click: attribution model that counts only the last click before purchase
  • Linear: attribution model that gives equal credit to each channel in the customer journey
  • Divvit: Divvit’s customized attribution model that uses machine learning to determine value among your channels before a purchase is made

The Analytics Explorer: Diving Deeper into Data

The Analytics Explorer allows you to examine all of your KPIs in closer detail, with full customization across the platform to customize your view. 

Start by selecting a Dimension to display: 

You can also drag and drop Dimensions and Metrics to reorder the list, and you can remove any filter or KPI by simply clicking the X on the right of the KPI’s button. 

The Dimensions you can choose:

  • Merchant site: To compare each site in your aggregated account, it will list each separate domain in your account which you can then filter if you’d like to look at certain accounts. 
  • Channel Group: This view will break down which of the channel groups your customer used to get to your site: Direct, Social organic, Referral, Organic, Social Paid, Search Paid, Email, Retargeting, and Price Comparison. 
  • Channel: This will add the channel from where the user came to your site. You can also filter each of these to examine one channel in particular. This takes Channel Group a bit further by examining the exact channel. We recommend using them together to get a complete view. 
  • Device: This dimension will show you what device your customers are using - desktop, mobile or tablet. You can use this to compare performances of your marketing campaigns cross device. 
  • Bounced vs Not Bounced: This view is useful when combined with other views, like device for example. This will show you what conditions cause customers to bounce from each of your sites. 
  • Visitor Type: With this view, you can get a breakdown of each of your customer types, whether they are signed up and registered as customers, whether they’re repeat visitors, or whether they’re new visitors. 
  • Repeat vs. New Order: This will show you which purchases were from first-time customers and which were repeat customers. 

Once you’ve decided which dimensions you want, you can select which metrics you’d like to measure. 

These are divided into different types for easy navigation:

TRAFFIC

  • Visits: Track how many visits you had to your site, which you can combine with any of the Dimensions for a better idea for which devices, types, and channels are performing the best.
  • Unique visits: This data shows you how many different people (or IPs) visited your site, as opposed to total visits which shows you the total of those who visited your site, repeat or not.
  • Pageviews/visit: The amount of pages that are being viewed during a visit. 
  • Avg visit length: The amount of time spent on average during a visit.
  • Value/visit:
  • Linear: The value per visit when an equal % is attributed to each touch point. 
  • Last Click: The value per visit when 100% is attributed to the last click. 
  • Divvit: The value per visit when a % is attributed based on touch points, moments in the customer journey, time spent, pages viewed etc.
  • Bounce Rate: The bounce rate indicates the percentage of visitors that have left your website with only visiting one page. The visitor decided to not browse any further. A high bounce rate can indicate that your visitor did not find what he or she was looking for and thus decided to move to another website. There are many solutions to reduce your bounce rate. 
  • Failed Discovery Rate: The failed discovery rate indicated the percentage of visitors that have come to your website and looked around but that did not continue to the checkout. A high percentage in failed discovery rate might indicate that there are no clear call to actions for customers to proceed to the checkout.
  • Checkout Abandonment Rate: The checkout abandonment rate is also known as cart abandonment. This indicates the percentage of visitors that have browsed your website, added product to their cart and moved to the checkout process but decided to leave at that moment. So they never made the actual purchase. There are also many solutions to reduce your checkout abandonment rate such as cart abandonment emails. 
  • Conversion Rate: The conversion rate will show you the percentage of visitors that have turned into your customer through purchasing. 

ORDERS

  • Order Count: Order count will tell you how many orders you received. This is useful when combined with any of the Dimensions and visits to get an idea of your most profitable visits.
  • Linear: The order count when an equal % is attributed to each touch point. 
  • Last Click: The order count when 100% is attributed to the last click. 
  • Divvit: The order count when a % is attributed based on touch points, moment in the customer journey, time spend, pages viewed etc.
  • Revenue:
  • Linear: The revenue when an equal % is attributed to each touch point. 
  • Last Click: The revenue when 100% is attributed to the last click. 
  • Divvit: The revenue when a % is attributed based on touch points, moment in the customer journey, time spend, pages viewed etc.
  • Visits before order: Average amount of visits before a customer has placed an order. 
  • Average order value: While order value shows you the total value of orders on your site, the average order value shows you how much each customer spends on average. (Learn more about AOV)
  • Linear: The average order value when an equal % is attributed to each touch point. 
  • Last Click: The average order value when 100% is attributed to the last click. 
  • Divvit: The average order value when a % is attributed based on touch points, moment in the customer journey, time spend, pages viewed etc.

COSTS

  • Marketing cost: An overview of costs made for each marketing channel of a selected period of time. 
  • Cost/Visit: The cost per visit metric details the average cost you’re spending on marketing vs how many visits that marketing channel is getting you.
  • Cost/Order: Like the cost per visit metric, the cost per order is showing the real fruits of your marketing efforts by showing you how much you’re spending on each channel to get conversion.
  • Linear: The average cost per order when an equal % is attributed to each touch point. 
  • Last Click: The average cost per order when 100% is attributed to the last click. 
  • Divvit: The average cost per order when a % is attributed based on touch points, moment in the customer journey, time spend, pages viewed etc.
  • Marketing ROI: This shows a clear calculation of your return on investment in your marketing efforts.
  • Linear: The marketing ROI when an equal % is attributed to each touch point. 
  • Last Click: The marketing ROI per order when 100% is attributed to the last click. 
  • Divvit: The marketing ROI per order when a % is attributed based on touch points, moment in the customer journey, time spend, pages viewed etc.
  • Cost/Sale: The cost per sale will give you an overview of how much you are spending to get orders in through each marketing channel. 
  • Linear: The cost per sale when an equal % is attributed to each touch point. 
  • Last Click: The  cost per sale when 100% is attributed to the last click. 
  • Divvit: The  cost per sale when a % is attributed based on touch points, moment in the customer journey, time spend, pages viewed etc.

CUSTOMERS

  • Customer Acquisition Cost (CAC): This view details how much you’re spending in marketing to gain a new customer on average. (Learn more about CAC)
  • Last click: CAC attributing 100% of a new customer count to the last click.
  • Linear: CAC when attributing an equal % of new customer count to each touch point in the customer journey.
  • Divvit: CAC when attributing a % of a new customer based on touch points, moment in the customer journey, time spend, pages viewed etc.
  • New customer count: The new customer count shows how many new customers you gained during the time period.
  • Last click: The new customer account when attributing 100% of a new customer count to the last click.
  • Linear: The new customer account when attributing an equal % of new customer count to each touch point in the customer journey.
  • Divvit: The new customer account when attributing a % of a new customer based on touch points, moment in the customer journey, time spend, pages viewed etc.

Each of the metrics that are related to revenue, orders, and ROI are able to be separated by attribution model so you can choose better attribution for your online store. 

The Orders Explorer: Examining Each Order in Detail

The Orders Explorer is a great feature to dive into your customer journey and examine each order touchpoint by touchpoint. 

There are parts to the Orders Explorer that you can customize:

FILTERS:

  • Order Time: filter through the times of day to examine the orders during your peak times, or your slower times. 
  • Product Count: this is the number of products that were purchased in each individual order
  • Visits Before Order: this allows you to filter by the number of touchpoints in the customer journey. Visits before order will tell allow you to see which of your customers visited the most and which needed less convincing. 
  • Customer Type: this filter will show you which visitors are customers, repeat visitors, or new visitors (who purchased on the first visit)

VISIT SEQUENCE:

Visit sequence will allow you to customize your view by customer journey:

  • First: Choose to filter your orders by which channel was the first touchpoint
  • Second: filter your orders by which channel was the second touchpoint (useful for combining the first and second touchpoints to look for patterns in your customer journey)
  • Includes: if you want to just look at all orders that contained a touchpoint from a certain channel or channel group, you can use this filter.
  • Before Last: this will allow you to filter for orders with a certain channel as the 2nd to last touchpoint before purchase
  • Last: this will filter your order list by which channel was the last touchpoint

For example, the filters I’ve applied here are:

  • Order Time: orders from 19:00 to 00:00
  • Product Count: orders which contained between 3 and 9 products
  • Visits Before Order: for customer journeys with between 5 and 14 touchpoints
  • Customer Type: new customers only
  • Visits Sequence: With the first touchpoint as organic Google, the second touchpoint as Direct, and including newsletter touchpoints.

ORDERS STATISTICS: 

Orders statistics will allow you to see at a glance how the filters you’ve applied compare to your total orders:

  • Order Count: the number of orders
  • Orders Value: the amount you earned from these orders
  • Avg # Products: this shows you the average number of products customers with your filters purchased
  • AOV: average order value shows you how much your customers spend on an average purchase with you
  • Avg % Visits: this displays the number of touchpoints on average a customer needed before purchasing
  • Avg Time to Buy: this shows you the amount of time that elapsed between the first visit and the purchase
  • % New Customers: this shows you how many of these customers are new (if you’ve selected to filter for new customers, it should read 100% for your filtered results).

Once you’ve filtered the results that you want, you can examine these customer journeys by each touchpoint for more information by hovering over the touchpoint with your mouse:

  • Channel: This will show you the channel group and the channel. So for a visit coming from organic Google, it will show “organic/google”
  • Device: See which device your customer used to visit your site
  • Landing Page: this will show you the slug of the page your customer first visited
  • Page Views: how many pages your customer viewed during this touchpoint
  • Session Start: this shows you the timestamp of when your customer’s session started
  • Duration: this will show you how long the customer spent on your site during their visit (Immediate indicates a bounced visit)

This Divvit Dictionary should help you understand the tool and your data a bit better. We hope you’ve found it helpful!

Anything we’ve missed? Let us know!

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