Site Catalyst 13.5 User Manual

Omniture ®
SiteCatalyst
SiteCatalyst ®
V13.5
v 12.2 Admin Module
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USER MANUAL
USER MANUAL
OVERVIEW
No one has more experience than Omniture in helping large, complex web sites
answer the tough questions that drive their online success. SiteCatalyst by Omniture
has a time-tested technology that has resulted in an impressive portfolio of marquee
names, such as eBay, AOL Time Warner, Gannett, Microsoft, MediaNews Group,
and Autobytel. Get answers to the questions that drive you crazy.
© Copyright 2004 - 2007 Omniture, Inc.
All rights reserved.
Printed in the United States of America
Published by Omniture®
550 East Timpanogos Circle
Orem, UT 84097
Microsoft, Windows, Word, Excel and MSN are registered trademarks of Microsoft Corporation. Mac OS is a registered
trademark of Apple Computer, Inc. Adobe, Acrobat, Acrobat Reader and the Adobe PDF logo are registered trade-
marks of Adobe Systems Incorporated. Sun, Java and JavaScript are trademarks of Sun Microsystems, Inc. Images
used in this manual were taken from a fictitious, online electronics store. Products, names or other items included in
these figures, as well as any other product and company names mentioned in the text herein are the trademarks of
their respective owners.
Information in this document is subject to change without notice. Company and product data used in the examples
herein is fictitious unless otherwise noted. No part of the contents of this book may be reproduced or transmitted in
any form or by any means, electronic or mechanical, for any purpose, without the written permission of Omniture®.
CONTACT INFORMATION Omniture, Inc.

Orem, UT 84097
1.801.722.7000
1.801.722.7001
1.877.722.7088 (support, billing and sales)
support@omniture.com
sales@omniture.com
info@omniture.com
http://www.omniture.com
http://my.omniture.com
Browser Compatibility
13 02122007
Table of Contents
CHAPTER 1 - INTRODUCTION AND PURPOSE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
WELCOME AND SUPPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Welcome . . . . . . . . . . . . . . . .
..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
About the User Manual . . . . . . .
..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
System Recommendations . . . . .
..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .6
Account Support . . . . . . . . . . . .
..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Contact Information . . . . . . . . .
..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
Service and Billing Information . .
..... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
INTRODUCTION TO SITECATALYST® . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
SiteCatalyst® Overview . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .7
SITECATALYST® SETUP . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Basic Setup . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .8
Installing Secure Sockets Layer (SSL) Code . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
A Note About Testing Your Site . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
GETTING STARTED . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Login Information . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
Resetting your password . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
Generating Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 11
ACCESSING OTHER APPLICATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
CHAPTER 2 - GENERAL NAVIGATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

ANATOMY OF SITECATALYST® . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
SiteCatalyst® Navigation Layout . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Navigation Tabs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Account Information Header . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15
Report View Tabs . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Report Status Header . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Using the Report Toolbar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Managing Bookmarks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 29
Adding an Alert . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 31
Setting Display Options . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 32
Dashboards . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Adding To a Dashboard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Targets . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42
REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
A/B Comparison Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 49
Using the Calendar . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 50
Report Menus . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 52
Report Components . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57
Layout of Report — Explanation Sections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 58
CHAPTER 3 - CONVERSION REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
CONVERSION REPORT NAVIGATOR PAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 60
Explanation of Reporting Sections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
LAYOUT AND NAVIGATION OF “CONVERSION SUMMARY” REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Conversions & Averages Summary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61
Item Summary REPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 65
LAYOUT AND NAVIGATION OF “CONVERSION BASE” REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
“Most Popular” Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66
Over Time Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 71
CONVERSION REPORT FORMATS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
Purchases Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 72
Purchases Conversions & Averages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
Revenue Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
Orders Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
Units Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73
SHOPPING CART REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
SHOPPING CART CONVERSIONS & AVERAGES REPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
SITECATALYST 13.5 USER GUIDE 1

TABLE OF CONTENTS
Carts Report . . . . . . .
............. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Cart Views Report . . . .
............. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 74
Cart Additions Report .
............. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Cart Removals Report .
............. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Checkouts Report . . . .
............. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
CUSTOM EVENTS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Custom Conversions & Averages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 75
Custom X Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
User-defined Metrics Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
PRODUCTS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
Products Conversions & Averages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 76
Products Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
“Cross Sell” Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Categories Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
CAMPAIGNS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Campaigns Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 77
Manage Campaigns . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 78
SAINT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 80
Campaigns Conversions & Averages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
Tracking Code Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87
Creative Elements Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
Campaigns Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 88
Classification Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 89
CUSTOMER LOYALTY REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Customer Loyalty Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
SALES CYCLE REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Days Before First Purchase Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Days Since Last Purchase Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 90
Visit Number Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
Unique Customers Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
SearchCenter Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
FINDING METHODS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 91
Referring Domains Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Original Referring Domains Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Search Engines Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Search Keywords Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 92
Natural Search Page Ranking Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
VISITOR PROFILE REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Top Level Domains Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Languages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 93
Time Zones Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
States Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
ZIP/Postal Codes Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Domains Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
TECHNOLOGY REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 94
Browsers Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Operating Systems Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Monitor Resolutions Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
SITE PATH REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Page Value Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Entry Pages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 95
Original Entry Pages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
Pages per Visit Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
Time Spent on Site Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
Site Sections Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 96
CUSTOM INSIGHT: VARIABLE REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
Variable X Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
CLASSIFICATION HIERARCHIES REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 97
CHAPTER 4 - TRAFFIC REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101

TABLE OF CONTENTS
TRAFFIC REPORT NAVIGATOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101

Reporting Sections Description . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
SITE TRAFFIC REPORTS ............ . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
Page Views Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 102
Unique Visitors Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
Visits Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 103
File Downloads Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
FINDING METHODS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
Referring Domains Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
Referrers Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 104
Search Engines Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
Search Keywords Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 105
Return Frequency Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
Daily Return Visits Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
Return Visits Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
Visit Number Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 106
VISITOR PROFILE REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
Domains Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
Full Domains Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
Top Level Domains Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 107
Languages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
Time Zones Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
Visitor Detail Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 108
Last 100 Visitors Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
User Home Page . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 109
Key Visitors Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
Pages Viewed by Key Visitors Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
GEOSEGMENTATION REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
Countries Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 110
Regions Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
Cities Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
U.S. States Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 111
DMA® Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
TECHNOLOGY REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
Browser Types Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 112
Browsers Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113
Mobile Devices Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113
Browser Width/Browser Height Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113
Operating Systems Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 113
Monitor Color Depths Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
Monitor Resolutions Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
Netscape Plug-Ins Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
Java/JavaScript Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 114
JavaScript Version Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
Cookies Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
Connection Types Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
SEGMENTATION REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
Most Popular Pages Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 115
Most Popular Site Sections Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
Most Popular Servers Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
Most Popular Sites Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 116
A Note about Page Names . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 117
CUSTOM INSIGHT REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 118
Custom Links Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
Property X Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 119
HIERARCHIES REPORT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 120
CHAPTER 5 - PATHS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122

PATHS REPORT NAVIGATOR PAGE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122
Explanation of Reporting Sections . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122

TABLE OF CONTENTS
PAGES REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123

Summary Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123
Value Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 124
Most Popular Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Reloads Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Clicks to Page/Report Depth Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Time Spent on Page/Channel/Property Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 125
Pages Not Found Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
ENTRIES AND EXITS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
Entry Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
Exit Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
Exit Links Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 126
COMPLETE PATHS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Full Paths Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Longest Paths Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Path Length Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 127
Time Spent per Visit Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
Single-page Visits Report/Single Access Reports . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
ADVANCED ANALYSIS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
Previous Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 128
Next Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Previous Flow Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 129
Next Flow Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 130
PathFinder Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 132
Fall-out Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 135
CLICKMAP REPORTING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 136
Using ClickMap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 137
CHAPTER 6 - OTHER TABS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
SETTINGS TAB ............... . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
Administration . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 140
General Settings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 141
Campaign Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148
Target Management . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 148
TOOLS TAB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 151
ClickMap . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 152
Direct Access . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 153
Omniture Dashboard Player . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 155
Excel Client . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 160
Digital Signature Verification . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161
PERMISSIONS TAB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 161
Administrative Tasks . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162
Users . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 162
Groups . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 165
Report Suites . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 168
Usage & Access Log . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 169
Report Suite Change Log . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 171
ADVANCED ANALYSIS TAB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172
Custom Data Warehouse Report . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 172
ASI Segmentation Wizard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 174
Omniture Discover . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180
Multivariate Testing FRAMEWORK . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 180
DATA SOURCES TAB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 187
MESSAGE BOARDS TAB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 188
HELP TAB . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 190
Help Options Sub Tab . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 191
Release Notes Sub Tab . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192
Training Sub-Tab . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 192
APPENDIX A - ADVANCED TOPICS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
SITECATALYST® SECURITY – ENSURING THE SECURITY OF CUSTOMER DATA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194

TABLE OF CONTENTS
Network . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 194
Hosting Facility . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
Corporate Office . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
INTERNET EXPLORER 6.0 COOKIE HANDLING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
I. What is a cookie? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 195
II. How does SiteCatalyst® use cookies? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196
III. What’s new in Internet Explorer 6.0 and cookie handling? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 196
IV. How does IE 6.0 and Later affect SiteCatalyst®? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
V. If SiteCatalyst® is P3P compliant, why do I see the red warning icon on pages with SiteCatalyst®? . . . . . . . . . . . . . . . . 197
VI. Help, I'm still seeing the privacy warning after the first page load . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
VISITOR OPT-OUTS AND THE OMNITURE PRIVACY POLICY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 197
APPENDIX B - METRICS AND FORMULAS. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
METRICS AND FORMULAS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 199
OTHER CALCULATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 201
APPENDIX C - GLOSSARY OF TERMS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 203

CHAPTER 1
Introduction and Purpose
Welcome and Support

WELCOME
Thank you for choosing SiteCatalyst®– the only tool you’ll need for your site’s Web analytic and reporting needs! SiteCatalyst® is the
most easy-to-install and easy-to-use Web analytics solution available. Its next-generation Web analytics, accurate real-time reporting,
unparalleled flexibility, unmatched scalability and enhanced accessibility make it the industry’s most advanced Web analytics solution.
SiteCatalyst’s advanced reporting capabilities generate over 150,000 report combinations. Traffic reporting lets you analyze all aspects of
visitor activity, such as traffic patterns, popular channels, preferred technology and finding methods used. Customer data, including
customer loyalty, sales cycle, products purchased, promotional activity and affiliate programs, are identified by Conversion reporting.
Paths reports let you track and record entire browsing paths of both your visitors and customers, from start to finish. You can easily view
your site traffic as it flows from one page or item to the next, discover new patterns and popular paths, or search out the specific paths
that your visitors take. Additionally, Custom Insight reporting and a fully interactive calendar let you quickly identify and track any factors
you can identify, for any time period you choose.
These and other cutting-edge features present all the facts, trends, and insight you need to ensure your online success, empowering you
to make truly intelligent business decisions about your Web site and audience. With the answers to those questions that drive you crazy
firmly in your grasp, you can spend your time improving and executing your Web initiatives, rather than acquiring the information needed
to justify changes. In short, we believe this is the best Web analytics tool on the market, and we are confident that you will think so too.
ABOUT THE USER MANUAL
The SiteCatalyst® User Manual is intended to give comprehensive coverage of SiteCatalyst® by not only familiarizing you with the
product, but also by providing information on advanced navigational and reporting features not covered in the online Quick Help. This
manual begins with a system introduction and easy-to-follow setup instructions. General navigation and user interface tips follow.
Complete details for each reporting section and each report comprise the majority of the manual, which ends with a number of
appendices covering commonly used metrics, formulas and glossary terms. If you have questions about SiteCatalyst® code, using
SiteCatalyst® with your site technology or any other technical or programming issue, please contact your Account Support Manager.
As you read this manual, keep in mind that each report is just one step along the journey of discovering site patterns that need to be
acted upon. Though all reports contain useful and vital information by themselves, they should not be considered final destinations.
SiteCatalyst® was designed to provide multiple ways to navigate to your desired statistics. This openness not only helps you better
understand the reasons behind your site activity, but also presents this vital data in the most granular detail. Because there are literally
thousands of possible reports, we have not attempted to list each one or to cover all of the ways you can obtain and view your site data.
Instead, you should familiarize yourself with the basic reports and navigation concepts covered in this manual. Then you can use these
basics and your imagination to manipulate and drill down through the reports to discover even more information that is important for
your site.
NOTE: One document convention needs to be mentioned here. Due to the vast amount of information and data presentation methods inherent in
SiteCatalyst®, it is often not possible to mention all of the available options for a given utility. In these situations, a variable designation (<X>) has been
used to show that other options are possible. For example, trending views can be set for any number of values, including search engines, page views, etc.
The portion that covers trending refers to the Choose <X> to Trend dialog box. The use of this variable means that it could be the Choose Search
Engines to Trend dialog box, the Choose Page Views to Trend dialog box, etc., depending on the report you are viewing.
SYSTEM RECOMMENDATIONS
Though SiteCatalyst® reports should function appropriately with the most popular browsers, reports will look and function best on systems
that meet the following recommendations:
• Browser: Microsoft® Internet Explorer® version 5.5 and above

• Cookies: Required
• JavaScript: Enabled
• Operating System: Windows-based
• Macromedia Flash Player: version 6 or above
SITECATALYST 13.5 USER MANUAL 6

Chapter 1 Introduction and Purpose
• Monitor Resolution: 1024x768 (800x600 will work)

• Color Depth: 16-bit or higher
Additionally, visitors to your site will be tracked most accurately if their Web browsers have JavaScript enabled.
ACCOUNT SUPPORT
Omniture’s support team is here to:
• Help you properly install the SiteCatalyst® code.

• Answer specific product questions.
• Ensure that you can utilize the reports to their maximum capacity.
• Help resolve any technical difficulties you may have.
CONTACT INFORMATION
[corporate address] Omniture
Orem, UT 84097
[phone] 1.801.722.7000
[fax] 1.801.722.7001
[toll free] 1.877.722.7088 (support, billing and sales)
[support e-mail] support@omniture.com
[sales e-mail] sales@omniture.com
[information e-mail] info@omniture.com
[corporate URL] http://www.omniture.com
[log-in URL] http://my.omniture.com
SERVICE AND BILLING INFORMATION

Depending on the service level you have purchased, some of the reports described in this manual may not be available to you.
Additionally, each account has unique billing needs. Please refer to your contract for pricing, due dates, terms and conditions. If you
would like to add to or otherwise change your service level, or if you have questions regarding your current service, please contact your
Account Support Manager.
We welcome any suggestions or feedback you may have regarding SiteCatalyst® or this manual. Please send comments to your Account
Support Manager or through the Feedback link in the SiteCatalyst Navigation Tabs section (next to the Logout link).
Introduction to SiteCatalyst ®
SITECATALYST ® OVERVIEW
SiteCatalyst® is a remotely hosted, subscription-based solution for real-time Web site reporting and analysis. Much more advanced than
log file applications that only measure server activity, SiteCatalyst’s next-generation Web analytics captures visitor activity directly from
their browser. By uncovering the true facts about visitor and customer interactions with your site, you can finally receive precise answers
to the unique questions you struggle with every day.
SiteCatalyst® reports fall into three categories: Conversion, Traffic and Paths.
• Comprehensive Conversion reports give accurate and detailed analysis of customer activity. Metrics such as campaign
management, sales cycle, customer fallout and customer conversion let you accurately measure e-commerce transactions,

sources of sales, advertising effectiveness, customer loyalty and more. SiteCatalyst’s Conversion reporting includes real-time
statistics on all important customer activity, including:
• Which customers buy certain products
• Shopping cart metrics, including fallout
• Customer conversion rates
• Advertising and channel partner effectiveness
• Online and offline marketing campaign performance
• Customer loyalty metrics
• Insight into sales cycles
Powerful Traffic reporting gives you in-depth insight into visitors and how they interact with your Web site. SiteCatalyst® Traffic reports
give you the ability to:
• Analyze critical aspects of visitor behavior
• Monitor and understand traffic patterns
• Determine popular content groups
• Segment visitors by any measurable criteria
Paths reports are powered by Optimum Path™, the industry’s most advanced path analysis engine. This engine is the only one on the
market that is able to both record the entire path of your online visitors and customers, and dissect all paths to identify hidden patterns.
Paths reports include standard in-depth and optional advanced analysis reports that:
• Reveal the click-stream of pages viewed
• Uncover full paths, longest paths and most popular paths
• Explain page flow, fallout and dropout graphically
• Show new and changing patterns over time
• Allow entry and exit path analysis
SiteCatalyst ® Setup
BASIC SETUP
Installing SiteCatalyst® is as easy as embedding code onto the Web pages that you want to track. This code is provided by your Account
Support Manager, and is configured with all the features necessary to meet your needs. You can also further customize the code to fit
your Web site tracking and measurement requirements. This section explains basic setup and login procedures.
The following instructions cover steps that only need to be performed once by the department (or person) in charge of installing
SiteCatalyst® onto your Web site pages. If you are not responsible for installing and configuring SiteCatalyst®, you can skip ahead to the
“Login Information” section.
To Set Up Your Pages to Use SiteCatalyst ®
1. Paste the HTML code into the Web site pages you want to track.
NOTE: Be sure the code on your page appears exactly as it does in the file sent by your Account Support Manager, or it may not work properly. We
recommend placing the code in a header or footer in a master file, as an include file, or where it can be placed globally throughout your Web site. If
you would like details on how to do this, please contact your Account Support Manager.
2. Set up all variables, if any (contact your Account Support Manager for instructions).
3. Save the pages with the installed SiteCatalyst® code to your Web server.
4. Go online and browse a few of the pages containing the new code. If the code is working properly, your visit will generate page
view statistics in SiteCatalyst® reports.
5. Check your statistics by going to http://my.omniture.com and logging in.

NOTE: After logging in, be sure to check the accuracy of your account settings by clicking the Settings tab, and then clicking Site Information (only
available for System Administrators).
If your company has multiple accounts, your local SiteCatalyst® administrator will provide you with the information required to log in to
your account. (Administrators: See the instructions in the “Permissions Tab” section for instructions on granting and setting permissions.)
Setting up your site correctly can dramatically improve your reporting and tracking results. Our professional services team is available to
consult with you on the best deployment approach. For more information, please contact your Account Support Manager.
INSTALLING SECURE SOCKETS LAYER (SSL) CODE
SSL SiteCatalyst® code installation is the same as that for regular code. SSL code, however, should only be placed on pages requiring
secure tracking. Your Account Support Manager will provide you with the necessary SSL code upon request.
NOTE: You cannot modify the original non-SSL code to be SSL-compliant.
A NOTE ABOUT TESTING YOUR SITE
When you first set up your site with SiteCatalyst® code, you can test the code and reports on your internal servers. If you set the page
name variable within the code on your test servers the first time your account receives a page view, it records the test URL as the main
URL for that page. Once your tests are complete and you transition your pages to your live site, the test URL will continue as the main
URL. You can see the URL by holding your mouse pointer over the page name within the Most Popular Pages report.
For example, if your site were named “mysite.com,” the test servers would name your site “omniture.mysite.com.” In this case, rather
than the URL reverting to “mysite.com” when you roll your data over for client use, the page name URL remains “omniture.mysite.com.”
To update the URL to the new one on your live site, you should do one of the following:
• Send an e-mail message to your Account Support Manager, including 1.) the old URL, 2.) the desired new URL, and 3.) the
current page name.
• Call and speak with your Account Support Manager directly.
Getting Started
The following information is provided to help you log in to Site Catalyst and start viewing reports.
LOGIN INFORMATION
SiteCatalyst gives you two ways to log in. You can log in either with a standard username and password or using the single sign-on
system. To use the single sign-on, click Login Using Single Sign-On on the Login page.

Figure 1.1: Login Screen
To log in to SiteCatalyst ®
1. Once your Web site has been set up according to the setup instructions, open your browser and type http://my.omniture.com in
the address bar.
2. Type your company name in the Company field.
3. Type your username in the Username field.
4. Type your password in the Password field.
5. If you want the computer to remember your login information, click the checkbox next to Remember my login information.
NOTE: This setting remembers all login settings, which can be convenient. The company name appears automatically, and the
username and password appear when the first letter of the username is typed. However, using this option also makes it possible for
anyone with access to your computer to review statistics by visiting http://my.omniture.com and trying various first letters to discover
the remembered username and password.
6. Click Login.
The first time you log in, use the company, username and password you received from your SiteCatalyst® administrator or Account
Support Manager. After this first login you may be prompted to create a new password for future use. If you have forgotten your
username and password, please contact your SiteCatalyst® administrator or Account Support Manager.
SiteCatalyst® times out after thirty minutes of inactivity. If you log in to SiteCatalyst® and at some point do not use it for thirty minutes
straight, you will be automatically logged out. Then you will have to log in again to view reports.
To log in using single sign-on
1. From the login screen, click Login Using Single Sign-On.

2. Type your company name and user name, then click Login.
NOTE: You do not need to type a password with the single sign-on system because SiteCatalyst contacts servers on your local area
network to ensure that you have authenticated to your company’s network.

RESETTING YOUR PASSWORD

When you first log in to SiteCatalyst, choose a new password to ensure security. This is especially critical for an administrator logging in
for the first time.
To reset your password
1. If you have forgotten your password, click on Forgot Password on the Login page.
2. Type your company name in the Company field.Type your username in the Username field.
3. Click Continue.
4. You will receive an emailed link. Click on it and then re-enter your company and username.
5. When prompted, enter a new password.
NOTE: Passwords will not be emailed due to security concerns. Also, administrators cannot change passwords for security reasons.
Administrators who need assistance should contact the appropriate Omniture support representative.
GENERATING REPORTS
Generating a SiteCatalyst report is as easy as clicking a Web page link. The SiteCatalyst Home page is the first page you see after login.
From here you can access any Report Navigator page or any report, view new features, access online tutorials, change reporting dates or
access other system and Help options.
Figure 1.2: SiteCatalyst Home Page
To generate a report
1. Click any menu item in the left-side Report menus (Commerce, Traffic or Paths). The item expands to display a submenu.
2. Click the submenu to display individual reports. Then click the report you would like to view.

Figure 1.3: Report Generator Options
3. While the report is loading, the Status message shown in Figure 1.3 displays. From here you can:
• E-mail the Requested Report. Clicking this option will bring up the E-mail Report dialog box, allowing you to enter your email
address and choose other options to have SiteCatalyst® email the report to you rather than generate it in the original browser
window.
• Work while you wait. Clicking this link brings up a new browser window with the SiteCatalyst Home page. The requested report
continues to load in the original browser window.
• Cancel the Report. Clicking this item will cancel the report generation and load a Report Cancelled page.
After the report loads, you can change the reporting date, break down options and change any other parameters related to the
report you are viewing. Further instructions for changing these options are located in “General Navigation” on page 14.
Accessing Other Applications

SiteCatalyst gives you the option of accessing several other applications from the SiteCatalyst Interface. From a convenient tab bar, you
can access other Omniture applications to which you are subscribed. Figure x.x shows the tabs that you can click to access the other
applications.
Figure 1.4: Application Tabs
When you click these tabs, if you are a subscriber, you access the login screen, if not, you access a helpful information page that tells you
more about the products and what they can do for you. The following is a brief explanation of the applications and their functions.
• SearchCenter
SearchCenter lets you take control of all your online paid-search campaigns. It gives you the tools to optimize keyword searches,
bids, bidding customizations, and lets you use Web analytics to optimize your keyword bidding strategy.
• Discover
Omniture Discover allows users to perform instantaneous advanced analysis on data-warehouse information using an intuitive
graphical interface. Users can view multiple reports on the same canvas, apply segments across multiple dimensions like
campaigns, products, pages, and analyze the data from both micro and macro perspectives.
• TouchClarity
TouchClarity is a tool that lets you leverage the power of behavioral targeting. When implemented on your Web site, it serves
content for each user based on IP address, browser type, and past usage. For it tracks data for individual visitors and groups of

visitors and delivers messaging based on their interests. TouchClarity Clients consistently see 20-200% increases in sales revenue
and can expect a 300% return on investment in the first year.
• Genesis
Genesis is an easy-to-use interface that lets you use data from Omniture partners in the SiteCatalyst reports. You can place data
from all your third-party marketing solutions into one place for easy analysis.

CHAPTER 2
General Navigation
Anatomy of SiteCatalyst ®
SITECATALYST ® NAVIGATION LAYOUT
Figure 2.1: SiteCatalyst Navigation Layout
Navigation Tabs: Allow access the main sections in SiteCatalyst®, including Reports, Settings, Tools, Permissions,
Advanced Analysis, Data Sources and Message Boards. Also contains Help and Logout links.
Account Information Header: Shows the name of the company and the URL and Report Suite ID that is currently
viewed. Also lets you choose which report suite to view (for users with multiple report suite permissions).
Report View Tabs: Change the view of the current report. Options can include Ranked, Trended or Improved views
(Graphical and Tabular views are available for certain Paths reports and Map view is used in GeoSegmentation
reports). These different views can help you see the performance of portions of your site, performance trends or the
portions that have had the greatest- or least-improved performance for any time period

Chapter 2 General Navigation
Calendar: Changes the time period of the viewed report. Use the Range tab to view reports over any custom date
range. If you choose Select Presets from the Range drop-down menu, you can select an event from a list of preset
calendar events.
Report Toolbar: Gives you several tools including copy, print, display options, and download.
Report Menus: Click any of these menu items to view the desired report. This eliminates the need to return to the
Report Navigator page every time you would like to see a different report. Includes menus to navigate to
Dashboards, Bookmarks and Targets.
Graph: The graph shows a visual representation of your site data for that report. Quickly identify patterns or points
of interest, and then further explore the reasons behind those events in the main report body.
Report Details: The table provides yet another representation of your site data, allowing you to see a line-by-line
breakdown of the information represented in the graph.
The following sections explain each of these items.
NAVIGATION TABS
The tabs across the top of your screen allow you to access different areas of SiteCatalyst®. Click one of these tabs to switch SiteCatalyst®
areas at any time. For example, if you are in the Help area, click the Reports tab to return to the SiteCatalyst Home page.
Figure 2.2: Navigation Tabs
The following eight tabs compose the Navigation Tabs section:

• Reports: Returns to the SiteCatalyst Home page, from which you can access all available reports.
• Settings: Opens the Settings page, from which you can change report suite information, exclude computers or IP addresses from
your SiteCatalyst® report suite tracking, and name individual site pages and Custom Insight Traffic and Conversion variables.
• Tools: Takes you to the Tools page, which contains downloads and links to SiteCatalyst® utilities. These utilities include the
ClickMap plug-in, DirectAccess installation program, SiteCatalyst® Excel toolbar, and Digital Signature Verification.
• Permissions: Opens the Permissions page, from which you can view your personal contact information, as well as the e-mail
address of your company administrator. SiteCatalyst® administrators also use the Permissions page to set permissions and roles
for individual users and sites. Some of these permissions include the reports users are allowed to view, login names and
passwords, among other report privileges.
• Data Sources: Allows you to create new data sources to import data from external sources. It also displays all of the currently
activated data sources for your account.
• Message Boards: Provide an environment where clients can assist and learn from each other.
• Advanced Analysis: Provides access to three powerful tools that allow you to look even deeper into site performance: Custom
Data Warehouse Report, ASI Segmentation Wizard and Multivariate Testing. (Certain options are available based on the service
level purchased.)
• Help: Opens the Help page, which contains links to the knowledge base, client services, online user manual, message boards,
and training and consulting.
The Navigation Tabs section also displays the Logout link, which logs you out of SiteCatalyst®.
ACCOUNT INFORMATION HEADER

Just below the Navigation Tabs is the Account Information Header. This section displays the company and URL for the report suite you
are viewing. Here you can also change the report suite you are viewing (available based on permissions).

Figure 2.3: Account Information Header
To change report suite (multiple report suite companies only)
1. Click the drop-down box next to Site.

The drop-down box only displays report suites to which you have been granted access. See your local SiteCatalyst® administrator
if the box does not show all the report suites to which you have access.
2. Find and then click the name of the desired report suite in the list.
The report page you have been viewing displays statistics for the new report suite. If the new report suite you would like to view does not
include the currently viewed report, SiteCatalyst® will display the SiteCatalyst Home page instead.
REPORT VIEW TABS

Figure 2.4: Report View Tab
Just below the Account Information Header are the Report View tabs. These tabs change how data for the current report is displayed.
Options can include Ranked, Trended, Improved, Graphical, Tabular and Map views. These different views can show current
performance for portions of your site, performance trends or the portions that have had the greatest- or least-improved performance for
any time period.
Ranked
The Ranked view is the default view for most reports. It displays report data in tabular format, according to the selected time periods. The
report data contained can be considered “snapshots” in time, showing raw information for a selected timeframe.

Figure 2.5: Improved Report Views
Improved
The Improved view is only available for Conversion reports. It shows how various items performed between the previous and current time
periods based on Success Metrics such as Revenue or Checkouts (i.e., lets you identify the most and least effective performers).
This view provides another way of presenting the data contained in the Conversion reports based on other metrics. It shows raw numbers
for selected metrics (such as the revenue generated by individual products), as well as the number and percent change for those items
between two time periods.
The information you view in this report can be further customized in a number of ways:
• For any Top 5 group you can click the Show all <X>… link to show just the items in that group.
• Click the appropriate Sort ( ) button to sort items by the current time period, number change or percent change.
• Click the Showing option in the Report Navigation header to change report metrics (five are shown by default).
• Click Details ( ) to select a drill-down metric. Once you have selected a metric, SiteCatalyst® renders a “Most Popular” report
that shows statistics for that item broken down by the metric selected (such as the “Apple PowerBook G4 667” product broken
down by customer loyalty).
• Click any item name to generate an Item Summary report.

Trended
The Trended view offers an opportunity to view report trends over a given period of time. By doing so, you can identify data patterns.
Example patterns might be peaks during the week and valleys over the weekend, or vice versa. Other patterns may arise monthly,
quarterly or yearly.
Smoothing options allow you to view each report with varying degrees of granularity. Applying a moving average or linear algorithm to
the data smoothes the variations and shows patterns and trends more clearly. The smoothing method affects both the graph and the
data in the Details section of your report.
Figure 2.6: Choose Products to Trend Window
To change the items trended
1. Click Selected Items in the Report Status Header.

2. Click Select New <X>. The Choose <X> to Trend dialog box appears.
3. To search for a specific item, type the search keyword in the Search All <X> text box, or click Advanced to perform an advanced
search.
4. Select the item(s) you would like trended in the top frame. You can select multiple items by holding down the CTRL key while
selecting items with your mouse.
5. Click Add Item(s) to add them to the list in the bottom frame.
6. To remove trended items, click the item name(s) in the bottom frame and then click Remove Item(s).
7. Set the order of the trended items by highlighting an item in the bottom frame and then clicking the up ( ) or down ( )
arrows.
8. Click OK to save your settings and load the trended graph.
NOTE: You can reset the graph to the top <X> items by clicking Selected Items in the Report Status Header and then clicking
Reset to Top <X>.

To change smoothing options for trended reports
1. Click the linked text next to Smoothing Applied in the Report Status Header (explained previously) to bring up the Choose
Smoothing Method window.
2. Click the option button next to the method you would like to use. Available options include:
• None. Shows a point for the data value on the respective date or time, with a line connecting the points. This view is best for
viewing obvious peaks and valleys.
• Moving Average n Points. Calculates the current point by taking the average of the previous “n” points. If “n” is small, the
smoothing can be insignificant. If “n” is large, the smoothing is very noticeable.
• Linear. Applies an averaging algorithm to the report data. It then shows the general direction of data movement. A line going
up (from left to right) indicates improvement, whereas down indicates decline.
3. Click OK.
Figure 2.7: Moving Average 2 Points Trending (or No Smoothing)
Figure 2.8: Linear Trending

REPORT STATUS HEADER

Figure 2.9: Report Status Header
The Report Status header gives you complete control over the available report options by letting you choose to view data for a new page.
For more detailed listings of the options available for a specific report, see the “Report Options” tables in the individual report
explanations. The options used in this header for the various reports include (but are not limited to):
• Reporting Date. Shows the time period for which you are viewing statistics.
• Selected Page. Displays data not only for your entire Web site, but also for individual pages on your site (for reports that have
page-specific data). This link shows the Web page for which you are currently viewing statistics. You can change the page by
clicking the link next to this option. Information for the combined site pages (“Entire Site”) is shown by default.
NOTE: Data for the page you choose will be filtered out from data for all other pages within your site. All reports with page-specific
data show statistics for the chosen page until another page or the “Entire Site” option is selected (or a non-page-specific report is
chosen).
• Search. Lets you search for and view entries for specific search keywords or phrases. SiteCatalyst® filters out all entries that do not
include the specified term. Each report explanation contains a table indicating whether or not the report allows searching. Type a
search keyword into the Search text box, and then click Go to filter the report. You can also click Advanced to perform an
advanced search on the report. The following options are available in an advanced search:
• Match:
If any criteria are met: Filters the report by loading data for only those items that contain any of the words entered in this text
box (functions as an “and” search). Multiple words are separated by spaces.
If all criteria are met: Loads data for items that only match the exact phrase (similar to a “contains this and that” search,
where multiple words are enclosed by quotes). You should not type quotation marks here unless items you are searching for
have them.
• Criteria:
Contains: Filters based on search terms contained in the report.
Does not contain: Excludes data for any items that contain the searched word(s). Multiple words are separated by spaces. You
can also use several operators in these fields. Table x.x lists and describes these operators.
Table 2.1: Search Operators
OPERATOR FUNCTION EXAMPLE
"" surround a phrase "home page"
OR either of two terms (case sensitive) home OR checkout
* wildcard representing zero or more check*

characters
- exclude items containing this word or -section

phrase
Enclose exact phrases in quotation marks, use * as a wildcard, and insert OR to search on multiple strings. For example:
"home page" OR checkout* could return Home Page, Checkout Step 1, and Pre-Checkout.
• Add or remove Criteria rows by clicking the plus ‘+’ or minus ‘-’ button.
Click Search to perform the search and load the filtered report. Click Clear All to remove all entries.

Figure 2.10: Advanced Search Window
For reports that you have broken down, you can search by categort or product, as is shown in Figure 2.11.
Figure 2.11: Advanced Search for Reports that have been broken down
NOTE: Searches show totals only for those items searched and data for your search will be displayed (i.e., remain active) until they
are changed or until you change reports.
• Last Account Roll-up Date: Appears if your account (report suite) is a Multi-Site Roll-up. This option does not let you change
report settings, but is an informational area that displays the date your statistics were last aggregated. Click the date link next to
this text to see the date of the next scheduled roll-up, as well as other support information.
• Broken down by (Conversion reports): Appears for all Conversion reports in the “Ranked” view, and shows the breakdown options
you have used on the current Base Report Type. Breakdowns let you view your site data based on other reports and metrics, such
as products by loyal customers or products by campaigns. Clicking this link brings up the Break Down menu, which lets you select
different breakdown options. If you do not choose a Break down by option, “None” appears here.

• Selected <X> (Conversion reports): Appears if you are viewing a report by a Break down by option. With this version, the
Conversions and Averages reports now have a “filter” option, which allows the user to select a filter type and value. When you
have selected a breakdown option, you can choose to view a specific <X> on which to focus the report. Clicking this link brings
up the Select an <X> window, which allows you to change the items that have been broken down. For example, instead of
viewing all products by customer loyalty, you can use this option to show an individual product by customer loyalty.
• Success Metrics (Conversion reports): Appears for all Conversion reports in the “Improved” view, and is basically the same as the
Showing option in the applicable Ranked view. It allows you to choose the Success Metrics by which you view current report data
(for example, revenue or checkouts).
• Selected Events (Conversion reports): Lets you change the events in the Conversions & Averages reports in the Conversion
reporting section. Clicking this option brings up the Select Comparison Method window, which allows you to make the change
from the Success Events tab.
• Filter: Applies a filter to the report you are viewing. Enable the filter, and then choose an instance of the filter to apply. For
example, if you are viewing the Purchases Conversions and Averages report, you can filter the report by browsers. Then, you can
select a specific browser to filter by, so that the resulting report displays, for example, conversions and averages for purchases that
were transacted from Internet Explorer 6.0 browsers.
• Item Filter: Used in reports that have classifications (Gantt, Ranked, and Improved views), and allows you to filter these reports by
a specific classification. For example, if the Report Suite ID has implemented campaign management using the Classification
system, this option appears in the Tracking Code report. If classifications have been created for Creative Elements and
Campaigns, then this option appears in those reports. For instructions on applying an item filter, please refer to “Selecting a
Report Filter” on page 22.
• Flight-date Filter: Displays in the Gantt, Ranked and Improved views of the Campaigns report. The filter lets you view campaigns
that began, ended, or began and ended between certain time periods.
• Correlation Filter: Allows you to correlate custom data about your site’s visitors or attributes with page views, such as the number
of registered or unregistered users that viewed a page or the number of times a business partner led to a visit.
• Choose Server: Lets you choose and view data for a specific server (for example, the number of page views registered by that
server).
NOTE: The Choose Server option is only available when viewing the Server Views report. Access the Server Views report by clicking
on any server item listed in the Most Popular Servers report. See “Most Popular Servers Report” on page 116 for more information.
• Smoothing Applied: Applies a moving average or linear algorithm to the data to show patterns and trends more clearly. The
smoothing method affects both the graph and the data in the Details section of your report.
• Display Number | Percentages: Lets you display report data either in raw numbers or by percentages (for reports in the
“Trended” view).
NOTE:
• Many features mentioned in this section, including “Conversion Summary” reports, “Conversion Base” reports, Base Report
Types, Success Metrics and the Break Down and Details menus, are explained in Chapter 3. See “Conversion Reports” on
page 60.
• The number of options that appear in the Report Status Header depends on the account and report you are viewing.
Selecting a Report Filter

To apply a filter to the report you are viewing, click the link next to “Filter” in the Report Status header. Enable the filter, and then choose
an instance of the filter to apply. For example, if you are viewing the Purchases Conversions & Averages report, you can filter the report
by browsers. Then you can select a specific browser to filter by, so that the resulting report displays, for example, conversions and
averages for purchases that were transacted from Internet Explorer 6.0 browsers.
To select a filter
1. Click the link next to Filter in the Report Status header.

2. Click the Apply a Filter option button.
3. Choose a filter type from the Select Filter Type list.
4. Select a filter instance from the list below Select specific instance.
a. You can also perform either a simple or an advanced search in this section to find the exact instance you seek. For instructions
on performing these types of searches, please see the “Report Status Header” section. See “Report Status Header” on
page 20.

5. Click OK. The report will reload with the selected filter instance applied.
NOTE: To remove the filter, click the link next to Filter, select the No Filter option, and then click OK.
Correlation Drilldowns
On any report that shows a correlated data item, the Correlation Filter link will display in the Report Status header. If correlations have
been configured for your site, the applicable reports also display the Correlation Drilldown ( ) icon in the Details section. The link in
the header allows you to select custom correlation filters for your reports. For example, if you are viewing the Most Popular Pages report
for a report suite that has site sections correlated with pages, you can create a filter that would generate a report showing the most
popular pages within a selected site section. When a correlation filter has been applied, the link text in the header changes to “Active.”
The Correlation Drilldown icon lets you further drill down into your reports. For example, if you are viewing the Most Popular Pages report
for a report suite that has site sections, pages, and browsers correlated, you could view the Most Popular Pages report filtered by a
specified site section, as described in the earlier paragraph. Then, you could click the Correlation Drilldown icon next to “Home Page” to
generate and view a report that shows browsers where page = “Home Page” and site section = “Intro.” When you use the Correlation
Drilldown icon, you are basically asking SiteCatalyst® to show all main elements (such as browsers) where the item for which you clicked
the Correlation Drilldown icon occurred. To set up correlations, please contact your Account Support Manager.
Applying a Correlation Filter
To apply a correlation filter from the report status header
1. Click the link next to Correlation Filter in the Report Status header.
Figure 2.12: Select Correlation Filter Item
2. Select a category for the filter from the Category drop-down list.
3. Click Select Item.
4. Search for a specific item, or select one from the Available field.
5. Click OK. The new filter will display as a line in the Correlation Filter section.
6. Add other filters as desired, according to the instructions. You can also remove a filter by clicking the Remove (X) button next to
the filter.
7. Click OK when you are finished. The new correlated report will display.

To apply a correlation filter from the correlation drilldown icon ( )
1. Click the Correlation Drilldown icon in the Details section next to the desired drilldown item.
2. Navigate to a main menu item (such as Finding Methods) and then navigate to and click the submenu item with which you
would like to correlate (such as Search Engines). The new correlated report will display.
USING THE REPORT TOOLBAR

Figure 2.13: Report Toolbar
The Report Toolbar is located at the top of every report. Specific buttons shown may vary, depending on the report you are viewing.
Report Toolbar buttons allow you to perform the following tasks:
• Help: Displays the SiteCatalyst® electronic help. You can view help contents by clicking the various folders and topics in the left-
hand frame. Navigate to topics through the Index feature, as well as search for topics using search keywords.
• Print Report: Print online reports without having to download them first. Clicking Print Report opens a window with a printer-
friendly version of the report. In the Print dialog box, click Print.
• Download Report: Allows you to select the format in which you would like to download reports (Word, Excel, PDF or HTML).
Select the download format; then the report will either be sent to you via an e-mail attachment or downloaded directly to your
computer. See the instructions in the “Downloading a Report” on page 24 section for more details.
• Export Data: Either sends your reporting data in comma-separated value (CSV) format to the e-mail address you specify or
downloads it directly to your computer. CSV format is a text-only file, with all information separated by commas. It is typically
viewed in MS Excel, but can also be read in any other text editor or data analysis tool that supports the CSV format. See the
instructions in “Downloading a Report” on page 24 for more details.
• Realtime Data Extract ( Conversion and Traffic reports): Customize report axes any way you like for export and delivery. See
the section entitled “Realtime Data Extracts” on page 26 for instructions on performing these tasks.
• Bookmark Report: Bookmark any report and settings for viewing later. Bookmarking a report saves time because the parameters
are already set – you don’t have to choose them over and over again. See the section entitled “Managing Bookmarks” on
page 30 for instructions on performing this task.
• Add Alert: Allow a user to quickly select and define report parameters that SiteCatalyst® should monitor. An alert, when
triggered, is delivered in the form of an e-mail message sent to the user’s address.
• Add to Dashboard: Customize and set up your dashboard (a collection of thumbnail-view reports) with desired reports to give you
a quick overview of your site's performance.
• A/B Compare: Allow users to identify different data sets for side-by-side comparisons. Users can view different data segments
and/or different date ranges simultaneously on the same ranked report. These reports also provide Data Normalization, which
allows users to make valid comparisons between disparate data segments or time frames.
• Copy Graph: Easily save or copy a report graph images (in Macromedia® Flash® format by default). Click this button to open a
window displaying the graph in PNG format. The new window will have instructions for saving or copying the image to your local
machine. (This option is not available if Flash Graphs have been disabled.)
• New Window: Opens the report you are viewing in a new window, as a completely new session. This is especially useful when you
would like to compare multiple reports side-by-side or view reports covering two different time periods.
• Display Options: Allows you to configure how reports are presented in the browser. You can determine if the report will display
the Report Details section, use Flash Graphs, or use the Report Accelerator. See the section entitled “Setting Display Options” on
page 33 for details on using this feature.
Downloading a Report
When you choose to download a report (or export report data), you can either send it to a specific e-mail account or download it to your
computer. Keeping a local copy of a report can be useful for side-by-side comparison, data analysis and report presentation.
To download a report
1. Click the appropriate Download Report button:
a. Sends or downloads the report in Microsoft® Word® format (RTF).
b. Sends or downloads the report in Microsoft® Excel® format.

c. Sends or downloads in PDF format (you must have Adobe® Acrobat ReaderTM installed on your computer to view reports
in this format; version 5 is recommended).
d. Sends the report in HTML format. This will allow you to view the report either from your e-mail program (if HTML-format
e-mail messages are enabled).
e. Sends the report in comma-separated value format.

A new dialog box appears, presenting the download options.
Figure 2.14: Download Options
2. Verify that the desired report format is selected in the File Format section. If it is not correct, click the option button next to the
desired report type.
3. An option may appear asking how many entries you would like to view in the downloaded report. If this option appears, type the
number of entries in the With this many entries text box (500 maximum).
a. To have the report sent as a WinZip file, select the Send Report as a Compressed file check box. Zipping a file can greatly
reduce the file size, shortening the download time.
b. To receive a digital signature file with the report, select the Send Digital Signature file check box. If you select this option, you
can use the SiteCatalyst Digital Signature Verification tool to verify SiteCatalyst® sent the file.
4. Type a name for the file and file comments in the File Options section.
5. Click the option next to Send Report.
a. To receive the report via e-mail:
i. Click Email.
ii. Type the destination e-mail address in the appropriate text box.
iii. Type an e-mail address in the From field. This address displays in the e-mail message as the address from which the
report originated.
iv. Type the e-mail subject and message in the Subject and Note fields.

b. To receive the report via FTP:

i. Click FTP.
ii. Type the FTP host name in the Host field.
iii. Type the FTP port in the Port field.
iv. Type the directory to which you would like the report loaded in the Directory field.
v. Type the FTP username and password in the appropriate fields.
NOTE: It is strongly recommended that you verify the contents of the Email tab. This is the address to which SiteCatalyst® will send
a courtesy message notifying you when the file was sent via FTP as requested.
6. Click OK. (If you did not mean to download a report, click Cancel.) The dialog box closes and your report should arrive within five
minutes.
NOTE: To download the formatted report immediately, click the option button next to Download this report immediately, and then
click OK. If you choose this option, a dialog box opens asking what you want to do with the data. Click Save to open the Save dialog.
Then navigate to and select the desired folder on your computer. Click Save to finish the download process. Please note that if the
report takes too long to generate, it will be e-mailed to the address provided.
Realtime Data Extracts

You can customize report axes any way you like for export and delivery. Data Extracts let you choose the parameters you will view on both
the x- and y-axes of the report, as well as the item by which the report will be filtered. For example, you could place products along the
left side of the report, dates across the top, and a metric as the overall data filter. Real-time data extracts function much like normal
bookmarks, and appear in the menu and manager.
To create a realtime data extract
1. Customize your realtime data extract by using the red and blue drop-down boxes to configure the two axes of the report.
2. Confirm the final "data filter" drop-down below the sample spreadsheet.
3. Choose to either bookmark the report or have it delivered immediately using the buttons at the bottom of the window.
a. Navigate to a report containing the Data Extract ( ) icon in the toolbar.

Figure 2.15: Real-Time Data Extract

NOTE: For Conversion reports, a drop-down list displays at the top of this window. This top-level drop-down allows you to change
the report type from “Products” to “Campaigns”, for example.
b. Select the construct for each report axis and the final “data filter” (in the Show only data for the drop-down) by clicking the
appropriate drop-down list, and then selecting a category.
NOTE: The same construct cannot be used in two locations in the Data Extract. Notice that the selected categories in the other list
boxes change according to the item you select.
4. Click the link next to each selected drop-down list to limit individual construct items.
a. In the example, you can choose to display either the top X products, or select the individual products you wish to use.
b. For metrics, you can choose all metrics or limit data to individual selected metrics. Please see the “Changing the Selected
Events” on page 64 for instructions on adding metrics to a Data Extract.
c. For dates, a dialog box appears, allowing you to select individual dates, date periods, or date ranges. Instructions for selecting
dates can be found in “Using the Calendar” on page 51.
5. Click Next.
6. Set bookmark options on the next page by following the instructions in “Managing Bookmarks” on page 30.
7. Click Not Scheduled to schedule the report for regular delivery. Follow the instructions outlined in the “Bookmark Report” topic to
complete the options on this page.
Bookmarking Reports
Much like your browser’s Favorites, bookmarks give you a convenient way to save your favorite reports and settings, allowing faster
access later. When you bookmark a report, SiteCatalyst® automatically saves the associated settings, including time period, page(s) and
search terms.
Bookmarks are report suite-specific. For example, if you have access to multiple report suites you may have a variety of bookmarks, some
associated with Site A and some associated with Site B. If you are viewing Site A and then click a bookmark associated with Site B,
SiteCatalyst® will jump to Site B to display that saved report. For this reason, if you have access to multiple sites, it is recommended that
you store bookmarks in report suite-specific folders to help organize your saved reports.
When you bookmark a report, you can also share the bookmark with other system users and schedule bookmarked reports for periodic e-
mail delivery or FTP upload. By sharing a bookmark, you place it in a public folder from which other users may use it. Public bookmarks
may not be scheduled, and may only be edited or deleted by the user who created them.
NOTE: You must be viewing the report you would like to save before you can bookmark it.

Figure 2.16: The Report Bookmark Window
To bookmark a report
1. Click Bookmark Report ( ). The Add/Edit Bookmark dialog box appears.

2. Type a name for the bookmark in the Name field.
3. Type a description for the bookmark in the Description field.
4. Choose a location for the bookmark by doing one of the following:
a. Clicking the drop-down box under Place in existing folder (select) and choosing a bookmark folder that already exists.
b. Typing the name for a new folder in the text box under or place in new folder named.
5. If you would like this report to appear each time you log in to SiteCatalyst® (instead of the SiteCatalyst Home page), select the
checkbox next to Display this bookmarked report upon login.
a. Click Not Scheduled to download the bookmark Delivery Options dialog box.
b. Complete the options on the page as you would for a downloaded report (see instructions in ““Downloading a Report” on
page 24”.
6. To schedule a regular delivery of the bookmark, follow the instructions outlined in “Managing Bookmarks” on page 30.

Figure 2.17: The Report Delivery Options Window
To schedule bookmark delivery
1. For a one-time delivery:

a. Click One Time.
b. Select either to deliver the alert now or on a specific date.
c. If you selected the Future Date option, type a date in the Future Date box, and then select the report processing start time
from the Hour drop-down list.
2. For a recurring delivery:
a. Click Recurring.
b. In the Start section, type the start date and start processing time for the first delivery of your bookmark.
c. Select the delivery frequency in the Frequency section (Hourly, Daily, Weekly, Monthly or Yearly) and configure the frequency
settings.
d. In the End section, select when the recurring deliver should stop. Options are Never, After X Occurrences or on a specific date.
3. Click OK.

Figure 2.18: The Manage Bookmarks Window
MANAGING BOOKMARKS
To open the Manage Bookmarks window, click Bookmarks & Alerts in the Reports menu, and then click Manage Bookmarks. From this
window, you can edit bookmark preferences, change the order in which they appear in the menus, share them with other users, etc. If
you are using Direct Access, you may select bookmarks that you wish to make accessible through the Windows Start Menu from this
window. You can also click any bookmark name to generate the bookmarked report.
To change bookmark preferences
1. Click the name of the bookmark or click Edit ( ) or Schedule ( ) to the right of the bookmark name. The Edit Bookmark
dialog box appears.
To move bookmarks
1. Select the checkbox next to the name of the bookmark you would like to move.
2. Click the drop-down box next to Move Selected Bookmarks to (located in the top toolbar).
3. Select the folder to which you would like to move the bookmark. It will be moved as soon as you select the folder name.
To create a new folder
1. Click the Create New Folder icon ( ).

2. Type the name for the new folder in the text box under Folder Name.
3. Click OK.
To delete a bookmark or folder
1. Select the checkbox next to the name of the bookmark you would like to delete.

2. Click the Delete Selected button ( ).
3. You can also click the Delete icon ( ) next to the bookmark name.
4. Click OK to confirm the deletion.
To share a bookmark
1. Click Share ( ) next to the bookmark you would like to share. The Share Bookmark dialog box appears (shown to the right).
Figure 2.19: Share a Bookmark
2. Select the location for the shared bookmark by either selecting a folder from the Place in existing folder drop-down box, or by
typing a new folder name in the place in a new folder named text box.
3. Click Share to copy the bookmark to the public folder, then Close to close the dialog box.
To remove shared bookmarks
1. Click Active Share ( ) next to the shared bookmark you would like to remove from the menu.
2. The Active Share icon changes to a Share icon ( ), indicating that the bookmark is no longer actively shared.
To copy shared bookmarks
1. Click the Copy icon ( ). The Add/Edit Bookmark dialog box opens.
2. Complete the fields on the page, according to the instructions in the “To Bookmark a Report” section.
3. Click OK when you are finished. The bookmark is copied to the personal folder you specified.
To add a bookmark to the Windows Start Menu
1. Click the Desktop icon ( ) to allow your bookmark to be accessed through Site Catalyst Direct Access.
2. The next time your DirectAccess application syncs up with SiteCatalyst®, it will make those bookmarks available in your Start
menu.
TIP: You can force a DirectAccess sync with SiteCatalyst® on-demand, by clicking the DirectAccess icon in your system tray, and selecting the
Synchronize Now option.
You can remove a bookmark that you have previously added to the Windows Start Menu.
To remove a bookmark from the Windows Start Menu
1. Go to your Bookmark Manager, and clear the Desktop checkbox ( ) for the bookmark(s) you no longer want to access via
DirectAccess.

2. The next time your DirectAccess application syncs up with SiteCatalyst®, it will remove those bookmarks from your Start Menu
that you have cleared in the Bookmark Manager DirectAccess column.
TIP: You can force a DirectAccess sync with SiteCatalyst® on demand by clicking the DirectAccess icon in your system tray, and selecting the Synchronize
Now option.
To change the order of folders or bookmarks
1. Click the up or down arrow ( ) to the left of the folder or bookmark name.
ADDING AN ALERT
Figure 2.20: The Add/Edit Alert Window
Alerts allow a user to quickly select and define report parameters that SiteCatalyst® should monitor. An alert is triggered when the
selected parameters are met, and is delivered in the form of an e-mail message sent to the user’s address. Alerts are added directly from
individual reports. You can manage (enable/disable, edit, or delete) your alerts from the Bookmarks & Alerts item in the Reports menu.
To add an alert
1. Navigate to the report you would like monitored.
2. Click ADD ALERT ( ) on the toolbar. The Add/Edit Alert dialog box appears.
3. Make sure the Enable this Alert checkbox is selected to make the alert active.

4. Type a name for the alert in the Alert Name textbox. This name should be descriptive enough to quickly understand the item
being monitored, as it will be included in the e-mail alert you receive.
5. Select a value from the Check at the end of each drop-down list. This option lets you set the frequency of the alert. You can have
the system check once per month, week, day or hour
6. Select a value from the Watch for a drop-down list. This drop-down list (x) lets you choose the option to monitor. Possible options
include “High Value,” “Low Value,” and “% Change.” Type the value for the alert threshold in the text box.
7. Complete the Delivery Options section items. These are:
a. Email. Select this checkbox if you would like your alerts sent to an e-mail address.
b. Wireless. Select this checkbox if you would like your alerts sent to a wireless device.
c. Address. Type your e-mail or wireless address in the respective Address text box.
NOTE: Type any notes you wish to include in your alert in the Note section.
8. Click Submit to save the new alert.
NOTE: You can quickly disable specific alerts to your e-mail address by clicking Unsubscribe at the bottom of the HTML alert e-mail
messages. Please note that doing so will not disable alerts to other users who may be receiving messages when the alert is triggered.
SETTING DISPLAY OPTIONS
The Display Options dialog box contains a number of options that let you customize the look and function of the SiteCatalyst® reports.
Simply select a checkbox to enable any option (or clear the checkbox to disable them).

Figure 2.21: Display Options
The options that appear in this dialog box include:

• Include details section: Shows a table containing detailed report information, including current and historical report data.
• Include related metrics section: Appears just above Quick Help. Related metrics are those that are closely related to the report
you are currently viewing (for example, the Top 5 Pages in the Page Views report).
• Include quick help section: Appears at the bottom of the report page and contains information about the report you are viewing.
• Show Internet average in details section: Expresses the average value for a given statistic, taken across several thousand business
Web sites. When enabled, this section appears as a separate column in the Report Summary and Report Details sections. This
feature is only used by the Traffic reports in the Technology group, as well as the Search Engines, Languages and Domains
reports.
• Highlight weekends on trending graphs: Places a vertical highlighting across the weekend dates of trended report graphs.
Trended reports can be much easier to evaluate when the weekends are identified.
• Include forecast in graph and summary: Gives an estimate of how much a particular statistic will occur in the future. The forecast
appears in the Report Summary section when enabled.
• Include Calendar Events in Reports: Allows you to track site performance relative to specific events. When enabled, these events
appear on your Reports.
• Use Flash Graph: Enables Flash graphs in your reports. Flash graphs provide sharper, more interactive images for reports, but do
not allow you to easily copy or save the images. For quick image copying or saving functionality, disable this option (images will
be in JPG format). If you deselect this option, the Copy Graph button will not appear in the Report Toolbar.
• Show “All Others” data in selected ranked bar charts: Displays all others below the top 5 grouped together in a single object.
(Bar charts show the top five Web pages or other data within your report.)
• Show Omnituire’s default menu and report names: Ignores the settings in the SiteCatalyst Administration Console where
administrators customize report menus to fit user preferences, returning the report menu to default Omniture settings.
• Display the reports menu in expanded mode: Displays all items in the Report submenus.

• Enable report accelerator to view reports more quickly: Enables the Report Accelerator, which uses a time-based algorithm to
cache recently requested reports and examines only the most frequently occurring unique items, resulting in even faster delivery
of reports. By caching (saving) requested reports for 15 minutes, the Report Accelerator can retrieve those same reports for
subsequent requests almost instantaneously. This is especially helpful when browsing back and forth, printing reports, or for
frequent access to the same reports. When disabled, SiteCatalyst® will re-generate reports each time they are requested.
• Enable Dashboard Accelerator and display available cached versions: Enables the Dashboard Accelerator, which stores a cached
version of your dashboard for subsequent viewing. By caching (saving) a view of your dashboard for 24 hours, the Dashboard
Accelerator is able to retrieve that view almost instantaneously because the intensive database querying and processing is done
ahead of time. If the available cached version is more than 24 hours old, a new dashboard will be generated and a new, cached
version created. Likewise, a new, cached version is created whenever you update the dashboard (or any reportlet displayed on the
dashboard). The cache is user-based. Other users viewing a shared dashboard will see a version based on their own use of
Dashboard Accelerator and updating of the dashboard.
• Force column widths when displaying reports: Forces report column widths to an aesthetically pleasing consistency. This is
especially useful when more than three metrics are being displayed.
• Enable network acceleration for improved report performance: Speeds delivery of the SiteCatalyst data to your location by
optimizing the path between the Omniture infrastructure and your environment.
• Currency display options: Converts currency either when the data is processed or when the data is displayed. This option within
the Display Options dialog box sets the conversion settings when the data is displayed. To change the currency settings, select a
separator for every “thousands” (decimal or comma). Many foreign countries use a decimal to separate the thousands number.
(Please note that this separator will be applied to all numbers throughout the system, not just currency.) You can then select a
foreign currency to which your data will be converted. When a value is selected in this setting, the data stored in the database is
not affected, but is shown as a converted value based on the current day’s currency conversion rate.
NOTE: When these options are not configured (set to the defaults) no currency conversion takes place, and all values are stored and
displayed in U.S. dollars (USD). To convert the currency when the data is processed (before it is displayed), please contact your
SiteCatalyst® Account Manager.
DASHBOARDS
The dashboard is a collection of summary-view reports, tables, and gauges (reportlets). You can customize and set up your dashboard
with the reportlets you would like to see to give you a quick overview of your site's performance. Target views (both graphs and details
table), can also be added to your dashboard. Reportlets can be rearranged to appear in the desired order in the dashboard. You can also
click the Refresh icon ( ) for a specific reportlet or for the entire dashboard to refresh the data in the dashboard.

Figure 2.22: The My Dashboard Window
Full SiteCatalyst® reports can be generated from the dashboard page by clicking the Full Report icon at the bottom-left of any reportlet.
NOTE: Dashboards can be downloaded and e-mailed to users in the same formats as any other system report.
Dashboard Accelerator
The Dashboard Accelerator displays the cached version of your dashboards. This substantially improves online dashboard performance
because the intensive database querying and processing is done ahead of time.
If you have enabled the Dashboard Accelerator (through the Display Options window), every time you view a dashboard in the online
interface, SiteCatalyst® will first check to see if there is a cached version available. If the cached version is less than 24 hours old,
SiteCatalyst® will display that version; otherwise, it generates and displays the dashboard from scratch.

PrePackaged Dashboards
In addition to the dashboards you may choose to create, the following two prepackaged dashboards are included for each new
SiteCatalyst®user.
Marketing Dashboard: This dashboard provides you an overview of key metrics related to your marketing initiatives. Besides what is
shown in Figure 2.23, other Reports on this Dashboard include:
• Campaign Conversions
• Paid Search Engines
• Natural Search Engines
• Monthly Unique Visitors
• Customer Loyalty
• Top Products
• Most Popular Products
Site Operations Dashboard: This dashboard provides you an overview of key metrics related to your web site operations. Besides what is
shown in the Figure 2.23, other Reports on this Dashboard include:
• Most Popular Pages
• Most Popular Site Sections
• Most Popular Servers
• Visitors by State
• Key Visitors
• Pages Viewed by Key Visitors
• Entry Pages
• Exit Pages
• Page Summary
Figure 2.23: SiteCatalyst® PrePackaged Dashboards
ADDING TO A DASHBOARD
To add a standard reportlet to the dashboard
1. Run the exact report you wish to add (including date range, search terms, etc.).
2. Click ADD TO DASHBOARD ( ) on the toolbar. The Add/Edit Reportlet dialog box appears.

NOTE: If the Add To Dashboard button does not exist for a particular report, then that report is not currently available for the
dashboard.
Figure 2.24: Add/Edit Reportlet
3. Type a title for the reportlet in the Title field.

4. Type a description for the reportlet in the Description field (if desired).
5. Do one of the following:
a. Choose the dashboard into which you would like to place the reportlet from the Dashboard drop-down list.
b. Type the name of a new dashboard in the text box below the drop-down list.
NOTE: By doing this, you can add as many dashboards as you like. This can be particularly useful to add dashboards containing
related reportlets that can give you complete overviews of certain aspects of your site, such as finding methods, visitor profiles, etc.
6. Select your Reportlet Orientation:

a. Choose the Size of the Reportlet. A Small reportlet will fit in a single column of the dashboard, a Medium reportlet will span
two columns and a Large report will span all three columns.
b. Choose the Location of the Reportlet. Small reportlets can be placed in the Left, Right, or Center columns of the dashboard,
while Medium reportlets can be placed to the Left or Right on the dashboard. Because Large reportlets stretch across all three
columns, you do not have the option to select their location.
7. Click Next to continue.
a. The Add/Edit Reportlet Element dialog box appears:

Figure 2.25: Add/Edit Reportlet
b. This dialog box contains a canvas which allows you to drag/drop the components you wish to see in the dashboard reportlet.
i. Graph (placed on the canvas by default)
ii. Summary table (you may also indicate the number of lines you wish displayed)
iii. Details table
iv. Related Metrics table
c. The available components will vary, depending on the reportlet you have chosen.
8. Drag the desired component(s) from the list onto the canvas. You can reposition elements on the canvas as desired, or remove
an element from the canvas by selecting it and dragging it to the Remove Item icon.
a. To remove all elements, click Clear Canvas.
To add a custom reportlet to the dashboard
1. Go to the dashboard to which you wish to add your reportlet.
2. Click Add New Reportlet ( ) on the toolbar. The Add/Edit Reportlet dialog box appears.
3. Type a title for the reportlet in the Title field.
4. Type a description for the reportlet in the Description field (if desired).
a. Choose the dashboard into which you would like to place the reportlet from the drop-down list.
b. Type the name of a new dashboard in the text box below the drop-down list.

6. Select the Reportlet Type and click Next to format the reportlet. The following table lists the available Reportlet types, and
provides a brief description of how each is formatted:
Table 2.2: Reportlet Types
TYPE DESCRIPTION
Metric Gauge Gauge reportlets show the performance of a specific metric according to a custom-defined
scale. You will have the option to select a dial, bar, or bulb visualization type, set the scale
(thresholds) and define other report details.
Text-based Text reportlets display custom text that can be formatted using XHTML. Click Explain for
instructions on formatting this reportlet.
Web API This reportlet type allows you to specify a URL for a Web page that SiteCatalyst® will parse
and display. These reportlets can be formatted using the following content types:
• CSV
• HTML
• Plain text
• Reporting XML
• RSS
• XHTML
After selecting a content type, click the Explain link for instructions on formatting this reportlet.
Company Summary The Company Summary type allows you to see specific metrics for multiple report suites. You
will have the option to select the date or date range, the report suites (up to 10), and the
metrics (up to 3) you wish to view.
Report Suite Summary This type lets you see total metrics for a selected report suite. You will have the option to select
the desired report suite, date or date range, and metrics you would like to view. You can also
choose to view total metrics or high/low dates and values.
Usage Summary The Usage reportlet displays data about user logins and SiteCatalyst® usage activity. You will
have the option to define the table title, select the date or date range, and specify the usage
data you wish to view. You can select the top or bottom number of users, reports viewed, or
report suites viewed, or unique users by report suite.
7. Choose the Size of the Reportlet. A Small reportlet will fit in a single column of the dashboard, a Medium reportlet spans two
columns, and a Large report spans all three columns. The options available will vary, depending on the type of report you have
selected.
8. Choose the Location of the Reportlet. Small reportlets can be placed in the Left, Right or Center columns of the dashboard, while
Medium reportlets can be placed to the Left or Right on the dashboard. Large reports fill up the whole width.
9. After selecting the desired reportlet type and formatting it, click Finish to add the reportlet to the selected dashboard.
To change dashboard options
1. Click the Edit icon ( ) in the dashboard title bar.

Figure 2.26: The Add/Edit Dashboard dialog box
Display this
Dashboard
upon login
Dashboard
management
buttons
Dashboard
reportlet
consoles
Specify
table rows
displayed
a. The Add/Edit Dashboard dialog box appears. Each reportlet on your dashboard is represented in miniature on the dialog box,
with a set of console buttons corresponding to each reportlet.
b. Using the console buttons, you can:
i. Edit the reportlet contents by clicking the Edit icon ( ) in the reportlet title bar and changing the reportlet settings in the
dialog box that appears.
ii. Remove the reportlet from the dashboard by clicking the Remove icon ( ).
iii. For reportlets displaying tables, you can specify the number of rows of data to be displayed (up to 15) by selecting it from
the drop-down list in the console. Alternatively, you can use your mouse to drag the lower edge of these reportlets to the
desired size.
iv. Adjust the reportlet position on the dashboard by clicking any of its Move buttons ( , , , or ( ).
c. In addition, a checkbox at the top of the dialog box allows you to Display this Dashboard upon login.
d. Additional buttons:
i. Add a New Reportlet. Opens a dialog box, allowing you to define a new Reportlet to add to this
dashboard.

ii. Clear Canvas. Removes all reportlets from the dashboard.
iii. Save Dashboard. Saves the changes you have made to this dashboard.
NOTE: If you do not save your changes, you will be prompted either to save or cancel your changes upon exiting.
Managing Dashboards
To open the Manage Dashboards window, click Dashboards in the Reports menu (explained subsequently), and then click Manage
Dashboards. From this window, you can edit dashboard preferences, share them with other users, and so forth. You can also click the
dashboard header to sort a dashboard alphabetically and you can open a dashboard by clicking it in the window.
Figure 2.27: The Dashboard Manager Window
To manage your dashboards
1. Click the DirectAccess button to allow your dashboard to be accessed through SiteCatalyst DirectAccess.
2. Click Edit ( ) or Schedule ( ) to the right of the dashboard name. The Edit Dashboard dialog box appears.
3. Click Share ( ) next to the dashboard you would like to share. The Manage Dashboards dialog box refreshes with the
dashboard copied to the shared dashboards folder, in the lower half of the page.
a. To remove the share, click Active Share (( ) next to the shared dashboard or click Unshare in the Shared Dashboards
section.
4. Click the On Menu button to add a shared dashboard to your own Dashboard menu.
Click the Copy icon to copy a shared dashboard ( ). The Add/Edit Dashboard dialog box opens. Complete the fields on the
page, following the same instructions found in “Bookmarking Reports” on page 27. Click the up or down arrow ( or ) to
the left of the dashboard name. Click OK when you are finished. The dashboard is copied to the personal folder you specified.

NOTE: The Copy Me and On Menu options are unavailable for Shared Dashboards that you own.
TARGETS
SiteCatalyst® allows you to define business targets for your Key Performance Indicators. Targets can be shown in reports, compared to
actuals. Targets can also be displayed in dashboards.
Figure 2.28: The Target Manager
Managing Targets
To access the Target Manager
1. From the Report Menus, click Targets to expand the menu, and click on Manage Targets. The Target Manager appears.
2. The Target Manager allows you to view or edit existing targets, as well as Add New targets and Import target information (see
Import Targets on the Settings tab for detailed information about importing targets).
Shared targets created by another user can be added to your Targets menu (using the On Menu option), or copied to your Targets list
(using the Copy Me option), where they may be modified. Targets you have copied appear in your “My Targets” list, and any
modifications you make to them will not be available to others unless you subsequently choose to share the modified target.
NOTE: The Copy Me and On Menu options are unavailable for Shared Targets that you own.
Add/Edit Target
Clicking Add New Target, or the target link from the Target Manager, or clicking Edit Target from a Target Report opens the Add/Edit
Target window.

Figure 2.29: Add/Edit Target
From this window, you can define the details of the target.
• Target Name: A short, descriptive name that will be displayed in the Target Manager and My Targets menu.
• Apply to: Select the supported dimension you wish to target, either Entire Site, or the desired dimension from the drop-down list,
such as “Categories,” as shown in the illustration. You can further refine this by clicking the Select Item link and choosing the
specific item from the dialog box that appears. Once selected, this item will be displayed to the right of Select Item.
• Metric: Select the desired Conversion, Traffic or Calculated Metric from the drop-down list.
• Date Range: Choose the desired date range for the target. Click the calendar to open an interactive calendar from which you
may select the date.
• Granularity: Select Daily, Weekly, Monthly, Quarterly, Yearly or Entire Period
from the drop-down list. Available granularity field values are based on the
Date Range selected (i.e., Quarterly and Yearly are unavailable if the date
range is less than a three-month period). If Entire Period is selected, the
Period table displays a single row.
Figure 2.30: Granularity
• Define Accountability Matrix: Clicking this link opens the Accountability Matrix definition window, allowing you to further refine
your target.
The Period table is dynamically populated with the period values, based on the chosen date range and granularity you have chosen.
Enter the target values for each period in the spaces provided.

Define Accountability Matrix

The Define Accountability Matrix screen allows you to set targets at multidimensional levels. For example, if an Orders target is set for
Campaigns in May 2008, you can use this screen to set targets for Orders during the month of May by Campaign and by Products.
To define the Accountability Matrix
1. Select the X-axis value by clicking on the corresponding link and selecting the value from the dialog box that appears.
2. Repeat this process for the Y-axis value.
Figure 2.31: Select the X and Y Axis for the Accountability Matrix
3. Next, select the actual dimension value for the X-axis by clicking on the dimension name (beside the arrow symbol) and selecting
the desired value(s) from the dialog box list.

Figure 2.32: Select the X- and Y-Axis dimension values
4. Repeat this process for the Y-axis dimension values.

5. Finally, define the targets. You can import the targets (see Import Targets for details) or type the targets directly into the cells.
a. As an option, you can select the color coding to be used when displaying your targets in reports (to show when actuals are
above and below the target values) or accept the default settings.
b. Totals are shown above the table, including the Accountability Period Total (from the table currently visible) and the
Accountability Matrix Total (a total of all target values from all periods). This allows you to see that your period totals add up
to the total Target value.
Figure 2.33: The Accountability Matrix
NOTE: You must define the values in the Accountability Matrix for each period. In the illustration shown, the values are for the week of
May 1; to complete the Accountability Matrix, values will also need to be defined for the weeks of May 8, May 15, May 22 and May 29
for the matrix to be complete. You can view or change the values for each period by selecting the period from the drop-down list.

Clicking OK returns you to the Add/Edit Target window, temporarily saving your settings. When you click Save from the Add/Edit Target
screen, your settings will be saved as part of the target definition.
NOTE: If your period totals do not add up to the total Target value, a warning message will be displayed when you attempt to leave this
screen. You will need to correct or complete the matrix before you can effectively or accurately use the reports.
Target Alerts
Target Alerts can be added to a report, so that you are notified when a target is met.
To Add a Target Alert to a Report
1. Create the desired target (see Add/Edit Target).

2. From the Menu, click on Targets to expand this menu.
3. Click the My Targets option to display the targets you have defined.
Figure 2.34: Select a Target
4. Click on the desired target. SiteCatalyst® generates the target report

Figure 2.35: Add a Target Alert to a Report
5. Click Add Alert at the top of the report to open the Add/Edit Alert window.
6. Type a brief, descriptive Alert Description.
7. In the Target Alert Criteria box, you may (optionally) enable forecasting so that you receive notifications when your targets are
unlikely to be met. If desired, select the checkbox to enable this feature.

8. Select your Delivery Options for alert notification via e-mail or wireless.
9. Select the box at the top of the dialog box to Enable this Alert, and click Submit.
NOTE: If you are not ready to enable the alert at this time, you can enable it later through the Manage Alerts window.
Show Targets vs. Actuals in Reports

When a specific target is chosen from either My Targets or Shared Targets, a report similar to the following is displayed, illustrating the
report targets together with the actual values for the current period.
Notice that the targets report consists of three views:
• Target
• Variance
• Accountability Matrix
Figure 2.36: Sample Target Reports
The Target view
shows how the
metric is performing
against the target
The Variance view uses

the target values as
baseline and shows how
the actual value varies
If you have defined

an Accountability
Matrix for the
metric currently
being viewed, you
can use the
Notice that you can choose the Accountability
granularity “rollup” option you Matrix view to see
wish to view. how the metric is
performing against
Granularity options include the targets for each
Daily, Weekly, Monthly,
Quarterly, and Yearly.
Available rollup options for a
particular Target report will
vary, based on the granularity
you have set for the target –
i.e., a target with a Monthly
granularity setting would have
Quarterly and Yearly rollup
The Target view is the default view. The appearance of each view may vary based on the selected granularity.

Reports
A/B COMPARISON REPORTS
A/B Comparison reports allow users to identify different data sets for side-by-side comparisons of any ranked report. Users can view
different data segments and/or different date ranges simultaneously on the same ranked report. These reports also provide Data
Normalization, which allows users to make valid comparisons between disparate data segments or time frames.
Figure 2.37: The Select Comparison Method Window
To generate an A/B Comparison Report
1. Navigate to any ranked report.
2. Click A/B Compare ( ). The Select Comparison Method dialog box appears.
3. Click any metric in the Available Metrics section (standard or calculated) and drag it to the location indicated in the Report Data
Columns Canvas section.
a. The Standard tab contains standard metrics such as cart metrics, clicks, orders, and product views.
b. The Lifetime tab contains standard metrics taken over the lifetime during which data for the site has been tracked.
c. The Calculated tab contains calculated metrics.
4. Remove a metric column by clicking the metric in the Report Data Columns Canvas section and dragging it to the Remove Item
area.
NOTE: You can change the order of the columns by selecting a column in the Report Data Columns Canvas section and dragging
it up or down.
5. Select the checkboxes for the graph in which you would like the respective metric to appear. Left or right graphs appear only if a
metric is selected to appear in that graph.
6. Select either the Site/Segment option to choose accounts to be compared, or the Date Range option to choose the accounts or
dates to be compared. If preset calendar events have been defined, you may select one from the list.

If you would like the data in column B normalized, select the Normalize “B” metrics checkbox. This means that data from the
secondary data set (column B) is adjusted to compensate for differences in scale between the two columns. When you run the
comparison report with normalization turned on, the normalized data appears in italics. You can view the actual non-normalized
numbers by holding your mouse over the normalized numbers.
NOTE: The Site/Segment option button is only available if you have more than one site in your account.
7. Click Run Comparison to generate the report. Or click Close Window to return to the current ranked report. To unset the
comparison and return to the standard ranked report, click Cancel Comparison.
NOTE: You can also change these options by clicking the appropriate item in the Report Status header (Compare to Date Range,
Compare to Site, and Normalize Data).
USING THE CALENDAR

The Calendar section lets you choose the time periods for which you view report statistics. The Calendar tab gives you an opportunity to
select standard periods of time, such as a day, week, month or year. The Range tab lets you select and view data over any other custom
time period.
Figure 2.38: Calendar
To change the report date from the Calendar tab
1. To change the year, click one of the arrows ( or ) next to the year at the top of the calendar. The year between the arrows
changes accordingly. When you have found the desired year, click the year text. The year text will be unavailable (gray) if
statistics are not available for that year.
2. To change the month, click one of the arrows ( or ) next to the month abbreviation. The month between the arrows
changes accordingly. When you have found the month you would like to view, click the month text. The month text will be
unavailable (gray) if statistics are not available for that month.
3. To view by quarter, click the MONTHS sub-tab and then click the left-arrow ( ) next to the desired three-month period.
4. To change the day, click the desired day in the main body of the calendar.
5. To view by week, click the DAYS sub-tab and then click the left-arrow ( ) next to the desired week.
NOTE: The Calendar always highlights the time period being viewed in yellow. Time periods that are available for viewing appear in
bold font.
To Change the Report Date From the Range Tab
1. Click Range.

Figure 2.39: Range Tab
2. To view a report for any of the preset time periods do one of the following:
a. Choose one of the options from the Select Preset drop-down box. The appropriate dates appear in the From and the To text
boxes.
b. Click Choose Event... option from the bottom of the Select Preset drop-down box. A dialog box appears, from which you may
select the desired event. (See “Add Calendar Events” on page 142 for instructions on setting up Calendar Events.)
Figure 2.40: Select Calendar Events
c. Choose the level of granularity from the Show By drop-down box (“Trended” view only).
d. Click Run Report.
3. To view a report for the time period you set:
a. Type a starting date in the From text box.
b. Type an ending date in the To text box.
c. You can also click Calendar ( ) next to either of these fields, then navigate to and choose the desired date from the pop-
up calendar window.
d. Choose the level of granularity from the Show By drop-down box (“Trended” view only).
e. Click Run Report.
4. If you have enabled the Display Calendar Events option in the Display Options dialog box, Calendar Events will be displayed in
reports as shown in the following illustration. (See Display Options for instructions on displaying Calendar Events.)

Figure 2.41: Calendar Event Displayed in Report
a. Multi-day events are indicated by a colored bar, while single-day events are indicated by a point.
b. Hovering the cursor over the event displays event details.
c. Click View Events (at the top of the page) to go to the list of all events.
5. Clicking View Events takes you to a list of Calendar Events displayed at the bottom of the report.
REPORT MENUS
The Report menus are located on the left of the SiteCatalyst® page and display all of the reports that are available in your SiteCatalyst®
account. Reports are divided into sections, or areas, of reporting, which are listed under each reporting module. The Report Menus
section is composed of the following areas:
• Report Builder: Provides a streamlined method to generate the report. In addition, it provides download, bookmark, data extract
and dashboard options for the report you build.
• Dashboards: Gives you a customized view of selected site reportlets designed to show a quick overview of site performance.
• Bookmarks and Alerts: Holds all saved report bookmarks and system alerts. Click this to select or manage favorite saved reports
and alerts.

• Targets: Allows you to view existing targets, add or edit targets, and share targets.
• Report Modules: Contain a list of Conversion, Traffic and Paths report modules. Clicking a module name causes a submenu
either to open or close, listing all reporting sections in that module. To navigate to the desired report, click the appropriate
reporting section, and then click the name of the desired report.
Figure 2.42: Report Menu
Module Submenus
Each module submenu is grouped into distinct main categories.
• The Conversion submenu is grouped into six main categories:
• The Conversion Report Navigator
• The Report Wizard (explained in “Report Wizard” on page 56.)
• Purchase-related reports
• Core Conversion reports (measure the basic conversion activities that occur on your site)
• The traffic-related Conversion reports (those that measure traffic characteristics in relation to your site’s conversion success
events)
• Custom Insight reports (generated through code modifications)
• The Traffic submenu is divided into three groups:
• The Traffic Report Navigator
• Base Traffic reports
• Custom Insight Traffic reports (generated through code modifications)
• The Paths submenu displays up to five groups:
• The Paths Report Navigator
• Page Path reports
• Channel Path reports
• Server Path reports
• Up to 25 Custom Insight Path reports (depending on service level purchased)

Figure 2.43: Module Submenus
Report Builder
As mentioned previously, the Report Builder allows you to build your reports in one dialog box at one time. As you familiarize yourself with
SiteCatalyst® and all of its reporting options, you can more readily create your reports from this feature.
Figure 2.44: The Report Builder
To create a report from the Report Builder
1. Click the Report Builder item from the main navigation menu.
2. Select a category from the Report Category drop-down list. This is the same thing as the Report Module discussed previously. See
“Report Menus” on page 53.
3. Select a specific report within that category from the Select Report drop-down list.
4. If multiple views are available for the selected report, choose one from the Select View drop-down list. View instructions on the
different views available in the “Report View Tabs” section. See “Report View Tabs” on page 16.
5. Select a date or date range from the Date sections, according to the instructions in the “Calendar” section. See “Using the
Calendar” on page 51.

6. If the Display Options section displays, click None to configure smoothing and graph options according to the instructions in the
“Setting Display Options” section. See “Setting Display Options” on page 33.
7. To filter the report results, enter the appropriate search options in the Filter Options section, if available. The Search option lets
you search for and view entries for specific search keywords or phrases. SiteCatalyst® filters out all entries that do not include the
specified term. Each report explanation contains a table indicating whether or not the report allows searching. Type a search
keyword into the Search text box, and then click Go to filter the report.
8. To change the metrics shown in the selected report, click the link next to Showing in the Metrics section, if available.
9. Select your desired breakdowns from the Breakdowns section, if available.
10. Select a link in the Advanced Options section to download, bookmark, set up a data extract, or add to a dashboard. For
instructions on these tasks, see “Downloading a Report” on page 24, “Managing Bookmarks” on page 30, “Realtime Data
Extracts” on page 26, and “Managing Dashboards” on page 42.
11. Click Run Report to generate your report with the configured settings.
Report Wizard
Thousands of Conversion reports are possible with all of the customization and breakdown options that SiteCatalyst® provides. The
Report Wizard was designed to help you quickly create focused reports that contain the exact information you need. It walks you through
a series of steps designed to help you select the items and options. When you are finished with the wizard, you can bookmark the defined
report for easier access later.
Figure 2.45: Report Wizard
To create a unique report with the Report Wizard
1. Click Report Wizard… near the top of the Conversion menu. The Report Wizard appears.
2. Click Next to begin the process. The Select Report Type dialog box displays.
3. Click the option button next to the Report Type you would like to view. Click Next to save your choice and to move on to the
Select Success Metric window.
NOTE: Notice that the Report Progress section of the Select Success Metric dialog box now displays the selection you made in this
step. This section updates after each step of the Report Wizard to show the chosen report options.
4. Select up to three Success Metrics you would like to view in the report. Click Next to move on to the Break Down window.
5. Click the option button next to the desired Break down by option. Then click Next to bring up the Selecting All Items or an
Individual Item window. If you do not want to break down your report by any other metric, click Next without selecting an option
button. This opens the Finished dialog box (and you can move on to Step 7).


a. Click the option button next to Include All Items to include all Base Report Type items in your report.
b. Click the option button next to Report on a Specific Item to view statistics for an individual Base Report Type item.
7. Click the linked Report Type name (such as “Products”) to open the Select an Item window.
8. Click the linked name of the item you would like to view in the report.
9. When you are finished, click Next to move on to the Finished dialog box.
10. The Finished dialog box gives you an opportunity to review the parameters that will be used in your unique report. When you are
done reviewing, click Finish to generate the report.
NOTE:
• You can click Back at any time to return to the previous step.
• Click Cancel at any time to exit out of the Report Wizard.
• Clicking Finish along the report builder process ends the Report Wizard and generates a report based on the chosen information.

REPORT COMPONENTS
Figure 2.46: Report Components
Header
Graph
Details
Events
All information you need is found in the main report body. Here you find graphical and textual representations of your site statistics, as
well as a few easy-to-use navigational elements to help you drill down through the data. Most reports are divided into the following
sections: Report Header, Graph, Report Summary, Report Details, Related Metrics, Events, Custom Notes and Quick Help. These
sections are described in the following sections.

Report Header
The Report Header gives you the main navigational and summary elements for the current report, and is composed of the following sub-
elements:
• Report Name: Displays the name of the report you are viewing.
• Report Status Header: Lists the current time period, site page and account roll-up period (if enabled) for the report you are
viewing. See the “Report Status Header” section for more information.
• Report Toolbar: Contains tools that let you download, bookmark and print your reports. See the “Report Toolbar” section for
more information on this section.
Graph
The graph depicts the data contained in the viewed report. Graphs are shown in Flash format by default, but can also be displayed in
PNG format, which can be viewed with any Web browser. Flash graphs provide for sharper, more interactive images, but do not allow you
to easily copy or save the images. You can enable or disable the Flash Graphs option through the Display Options button in the Report
Toolbar.
Report Summary
Depending on the report, a Report Summary section may appear just below the report graph, and expands upon the information
displayed in the graph. Where enabled, this section also shows a “Forecast” statistic and an “Internet Average” for even greater site data
comparison and prediction.
Report Details (if enabled)

This section gives a detailed breakdown of the information contained in the Report Summary section. The Report Details section breaks
the information down to the next smallest element. For example, if you are viewing monthly report data, Report Details shows
information by day. Daily report information is shown by hour. This section also shows this information for the two previous time periods.
Related Metrics (if enabled)

This section, if enabled, displays metrics closely related to the report you are currently viewing (such as Page Views and Top 5 Pages).
These metrics help present a more complete picture of the information you are trying to evaluate.
Events (if enabled)

This section, if enabled, displays Calendar Events occurring during the selected date range for the report you are currently viewing. These
events help present a more complete picture of the information you are trying to evaluate.
Custom Notes
This section lets you add custom notes to any report in SiteCatalyst®. Each company has different ways to use the data contained in
these reports, or different instructions for processing the report data. This setting allows you to place any custom instructions or
information in any report to better help those responsible for acting on the report data.
Quick Help (if enabled)

The Quick Help section presents a brief explanation of the report you are viewing. It also gives a short list of report uses.
NOTE: Report components that are not available for the viewed report will not appear. You can hide the Report Details, Related Metrics,
Events and Quick Help sections by setting the appropriate options from the Display Options button in the Report Toolbar.
LAYOUT OF REPORT — EXPLANATION SECTIONS
The next three sections explain each SiteCatalyst® report in detail. The reports are grouped and presented by reporting section, as listed
on the respective Navigator pages. Individual report explanations begin with comprehensive report details. These details include
information the report can present, break down options available and some of the additional reports you can view using those breakdown
or details options. Some report descriptions may include related screen shots. Outlines of other report-specific features are then included.
These features appear in the following order:
• Report Uses: Lists some common uses for the report.

• Report Options: Shows the customization options that are available for this report.
• Metrics and Formulas: Lists the names of formulas and metrics that are used by this report.
• Other Calculations: Lists other formulas that may be derived from this report, but that are not listed in the report body.
NOTE:
• Unless otherwise stated, data for these reports can be viewed for all preset time periods (hourly, daily, weekly, monthly, quarterly
and yearly).
• Report-specific features that do not apply to the viewed report do not appear in the report description.
• Although most of the report explanations give only one or two possible drill-down report examples, please keep in mind that
hundreds of other reports are possible.
• Please refer to the glossary for terms not defined in the report descriptions.

CHAPTER 3
Conversion Reports
Conversion Report Navigator Page

The Conversion Report Navigator page contains a complete list of Conversion reports that are available in your SiteCatalyst® account,
divided into the areas shown in Figure 3.1. Although these sections are also listed in the Conversion Reports menu, this page presents a
comprehensive view of all available Conversion reports. To view a Conversion report, simply click the report name or use the Conversion
Reports menu.
Figure 3.1: Conversion Navigator

Chapter 3 Conversion Reports
NOTE: To set a specific report as the first page after login, see the instructions in the “To Bookmark a Report” section. See
“Bookmarking Reports” on page 27.
EXPLANATION OF REPORTING SECTIONS
SiteCatalyst® Conversion reports are divided into the following reporting sections:
• Calculated Metrics: Creates new metrics out of existing SiteCatalyst® metrics. This section displays reports for each calculated
metric you have created. These reports can also be used as alternate metrics in other reports. For example, if you create a new
metric and call it “Popularity,” a Popularity report will be placed in the Calculated Metrics section.
• Purchases: Let you view reports related to standard purchasing metrics over selected time periods. Examples could include
revenue during the month of March, orders made last week or units sold today.
• Shopping Cart: Help you discover patterns and data for events related to customers’ shopping carts over selected time periods.
Information presented by these reports could include yesterday’s cart views, product removals from shopping carts that occurred
last month or checkouts during the last quarter.
• Custom Events: Identify and track success events of your choice. The number of reports available in this section depends on your
service level. Examples of Custom Insight Events could include bids for an item or steps along a customer registration process.
• Products: Help you identify how individual products and groups of products (categories) contribute to your various conversion
metrics, such as revenue or checkouts.
• Customer Loyalty: Reveal purchasing patterns of customers within three categories of loyalty (new, return and loyal).
• Sales Cycle: Uncover purchasing patterns as they occur along the sales path. This information includes the number of days that
pass between customers’ first visits and their first purchases and the number of unique customers that purchased within a certain
time period (such as day, month or year).
• Campaigns: Show how your campaigns influence your site’s success metrics. Campaigns can be mapped to external campaigns,
such as an advertisement that appears on another site, or internal campaigns, such as a promotional popup that is displayed
when visitors reach your site.
• SearchCenter: Reports originating in the SearchCenter are accessible here, including Keyword, Text Ad, Brand, Product Line,
Category and others. See the SearchCenter™ User Manual for more details.
• Finding Methods: Reports in the Finding Methods section help you understand how customers discover your site and how those
customers contribute to your site’s conversion metrics. Tracked methods include referring domains, search engines and search
keywords.
• Visitor Profile: Help you see purchasing patterns of customers from various profile categories, including countries, states, postal
codes and domains.
• Technology: Help identify the purchasing behaviors of customers according to their technology preferences, such as Internet
browsers, operating systems and monitor resolutions. These purchasing behaviors reveal how customers using these technologies
influence the conversion activities on your site.
• Site Path: Reveal the areas of your site that customers viewed at various stages of the purchasing process, as well as customer
purchasing behaviors. Information tracked includes entry pages, original entry pages, time spent on the site and visit depths.
• Custom Variables: Allows you to define the variables that you would like to track. The number of reports in this section depends
on your service level. Examples of Custom Variables include a promo code used during a purchase or customer registration
status. These sections are further divided among three sections of custom eVars.
The SiteCatalyst Conversion module employs two basic report formats: “Conversion Summary” reports and “Conversion Base” reports.
The “Layout and Navigation of ‘Conversion Summary’ Reports” and “Layout and Navigation of ‘Conversion Base’ Reports” sections in
this chapter explain the layout and navigation of these two basic Conversion report types.
Layout and Navigation of “Conversion Summary” Reports

“Conversion Summary” reports present an executive overview of assorted conversion information. Each reporting section uses at least
one “Conversion Summary” report, which presents a synopsis of the information contained in the other reports in that group. For
example, the Purchases Conversions & Averages report shows summary data for information contained in the Revenue, Orders and Units
reports. SiteCatalyst Conversion employs two distinct versions of the “Conversion Summary” report: Conversions & Averages and Item
Summaries.

CONVERSIONS & AVERAGES SUMMARY

The Conversions & Averages summary report is used in the Purchases, Shopping Cart, Products, Campaigns and Custom Events (if
implemented) reporting sections. The purpose of this report is to give summaries for the data in the respective reporting sections by
showing conversions from one metric to another, as well as averages for the same metrics.
Each Conversions & Averages report has standard metrics that it displays, based on the reporting section to which it belongs. You can
change the metrics presented in these reports by clicking the Selected Events option in the Report Status header (explained
subsequently). Data in this report is presented for the current time period by default. To compare different time periods or different
Report Suite IDs, run an A/B Comparison report. Each Conversions & Averages report is divided into three basic sections: Overview,
Conversions, and Averages.
NOTE: Data in the Conversions & Averages reports (and in the “Improved” view) may initially indicate downward trends when they
display data for the current time period (such as the current month, current week or current day). Because the current time periods are
not yet completed when you view the data, all information for equivalent lengths of time will not have been collected. Thus the report
may accurately represent that there are fewer visits today than yesterday, but only because the rest of the time period’s statistics have yet
to occur.
Options that can be found in the Report Status header:

• Reporting Date
• Selected Events
Overview Section
The Overview section gives a visual summary of information contained in the rest of the report. This information is presented in a funnel-
shaped image to show how data from the first steps of the purchasing process affect the results achieved in the final steps.
In Figure 3.2, for example, you can see how the numbers of Visits funneled down to Carts, then to Orders and finally to Revenue. The
funnel gives you a quick visual reference to all of your critical conversions. You can also see the percentages representing the conversion
statistics for these metrics (gray in the funnel). In this example 26,421 visits resulted in:
• 24,254 carts being opened
• 1,271 orders
• $921,687 in revenue
• 91.8% visits to carts conversion
• 5.2% carts to orders conversion
When an A/B comparison is applied, the Change column that appears to the right of the Overview section lets you quickly see the
percentage change in each overview metric between columns A and B. Numbers in green indicate a positive change, while red numbers
indicate a negative change. Black numbers indicate no change. The term “n/a” is used when the amount for the previous time period
was zero.
NOTE:
• The numbers in the Change column for the conversion statistics represent the difference between the number for column A and
that of column B (not a percentage change from one to the other).
• All averages are displayed to two decimal places. Percentages are carried to one decimal place.

Figure 3.2: Purchases Conversions & Averages Report
Conversions Section
The Conversions section shows conversion information for all events in the Overview section based on the last event. In this example
(Figure 3.2), the last event is actually Orders. Note that Revenue and Units are associated with Orders, but Orders represents the actual
purchase event. The Conversions section therefore shows conversions for all preceding selected events (Visits and Carts) with Orders. For
example, the Conversions section presents one conversion that is already available in the Overview section: Carts to Orders. It also shows
one other conversion metric that is not available anywhere else in the report: Visits to Orders. When an A/B comparison is applied, the
Change column in this section functions much like that of the previous section, and shows the difference between the numbers for
columns A and B.

Averages Section
The Averages section presents various averages for the events displayed in the Overview section based on Orders, Revenue, and Units (if
selected). For example, in Figure 3.2 the Averages section shows averages for all three statistics, including Average Revenue per Visit,
Average Revenue per Order, Average Units per Order and Average Orders per Cart. And, like the Conversions section, the Change
column compares this data by presenting the percentage change between them for the two time periods.
Changing the Selected Events

As mentioned previously, you can change the Success Events that are displayed in your Conversions & Averages reports. By changing the
Success Events, you can see much more than just the “standard” metrics contained in each reporting section. For example, the
Purchases Conversions & Averages report shows data for Visits, Carts, Orders, Revenue and Units by default. You can add additional
events to this report (such as Checkouts) to see how they compare to the standard events (up to eight total). You can even add any
Custom Events you have defined. Additionally, SiteCatalyst® lets you select the order in which these events are displayed in the Overview
section to see different combinations of conversions between events.
Figure 3.3: Specify Included Success Events
To Add Success Events
1. Click the Selected Events option in the Report Status header. The Select Comparison Method dialog box appears.
2. Click Success Events. This tab is composed of three main sections: Available Metrics, Selected Events and Order Event Attributes.
3. Add events that you want to view in the report by selecting the item in the Available Metrics section and clicking Add Item(s). The
event moves to the Selected Events box. You can choose up to eight events total.
4. If you would like to remove items from the report, select the appropriate event in the Selected Events box and click Remove
Items.
5. Re-order events in your report by selecting an event in the Selected Events box and clicking the appropriate arrow ( or ).
NOTE: Because you will usually have many more visits than you will have orders, the funnel shape of the Conversions & Averages
graph is intended to show how these more common events “funnel” down to those that are less common. So, to accurately see how
the events with larger statistics translate to those with smaller numbers, it is usually best to order your events as they occur in the
purchasing process.
6. Choose the Order Event Attributes you would like to display by selecting the appropriate options.
a. Display Revenue associated with Orders shows the Revenue metric in the Overview and Averages sections of the report, based
on the orders that were placed.
b. Display Units associated with Orders shows the Units metric in the Overview and Averages sections of the report, based on the
orders that were placed.

NOTE: These (Revenue and Unit) associations will only apply to the report if Orders is one of the “Selected Events.”
7. Click OK when you are finished. The Conversions & Averages report will reload with the events and settings you selected.
ITEM SUMMARY REPORT

The Item Summary report is another version of the “Conversion Summary” report format. The Item Summary report lets you quickly see
how individual items, such as a single product, campaign or new customer contribute to various success metrics across your site. Each
metric displays data for that item as a percentage of all, as well as the numeric total that the item generated.
Figure 3.4: Item Summary Report
For example, the report shows how the “Sony VAIO RX650 Minitower” product has performed during the month of June based on
success metrics in the four main success metric groups: Purchases, Shopping Cart, Custom Events and Report Specific. You can quickly
see that:
• “Sony VAIO” contributed 1.1% of the site’s entire revenue
• 1 unit of this product was sold
• 1.3% of all cart checkouts occurred with this product.
You can see data for other success metrics, including Orders, Cart Opens and Product Views. Each success metric (except for Report-
specific, mentioned subsequently) also has the Details button ( ) next to it. Clicking this allows you to generate a “Most Popular”
breakdown report that shows how that item contributed to the breakdown success metric based on other metrics. One example would be
the amount of Revenue generated by the “Sony VAIO” product by Customer Loyalty.
Options available in the Report Status header include:
• Reporting Date

Report-specific Success Metrics

Report-specific success metrics appear at the bottom of the Item Summary report and are also displayed in the “Conversion Base”
reports when selected from the Success Metrics menu. Report-specific success metrics refer to events that apply only to the report you are
viewing. They can also be described as “happens” events, such as the number of times a product is viewed (Product Views) or a
campaign is clicked (click-throughs).
These metrics give you another level of detail to help you better evaluate the conversion events that occur on your site.
For example, without the report-specific success metrics you can see how many times a product is ordered or added to a shopping cart,
but not how many times a product was viewed leading up to adding the product to the shopping cart. The report-specific success metrics
that are used for each report or reporting section are listed in the following list.
Report-specific Success Metrics by Reporting Group

• Purchases reports: None
• Shopping Cart reports: None
• Products reports: Product Views
• Campaigns reports: Click-throughs
• Customer Loyalty reports: Visits
• Sales Cycle reports: Visits
Except:
Unique Customers reports: None
• Finding Methods reports: Visits
• Visitor Profile reports: Visits
• Technology reports: Visits
• Site Path reports: Visits
Except:
Content Groups report: Page Views
• Custom Events reports: None
• Custom Variables reports: Visits
NOTE: Displayed report-specific success metrics will automatically change according to the report you are viewing. For example, if you
view the Products report (which uses the Product Views success metric), and then change to the Campaigns report, the metric will
automatically change to Click-throughs. If the new report does not use a report-specific success metric, the metric shown will revert to the
default, such as Revenue.
Layout and Navigation of “Conversion Base” Reports

The second main Conversion report format is the “Conversion Base” report. “Conversion Base” reports are used by the majority of the
Conversion reports and show data for various Base Report Types. Base Report Types are the basic conversion statistics that are tracked
on your site, such as Products, Campaigns or Visit depths. There are two versions of the “Conversion Base” report: “Over Time” reports
and “Most Popular” reports. The “Over Time” format is used for reports in the Purchases, Shopping Cart and Custom Events reporting
sections. The “Most Popular” format is used for reports in the other reporting sections. Because these two versions are so similar, only a
short explanation of the differences between the two is needed, and can be found in the “Over Time” reports.See “Over Time Reports”
on page 71.
“MOST POPULAR” REPORTS

“Conversion Base” reports are typified by the Products report shown in the Figure 3.5. As with the other reports, this report type consists
of a Overview and a Details table. The graph in the “Conversion Base” reports presents the information in a horizontal bar chart format,
with the vertical axis showing the items being tracked and the horizontal axis presenting the values for those items. Depending on your
selection in the Report Header Graph section, these values may be either raw numbers or percentages (as displayed).

Figure 3.5: Sample “Conversion Base” Report
Options available in the Report Status header:

• Reporting Date
• Search Term
• Graph (numbers or percents)
• Showing
• Broken down by
• <X> Selected (for broken-down “Most Popular” reports)
• The Details portion of the report has two major features: Base Report Type (with its individual items) and Success Metrics.
Base Report Type

The Base Report Type is the main category under which the graphed items fall. In the case of the report shown in Figure 3.5, the Base
Report Type is Products. Other examples of Base Report Types include Campaigns, Loyal Customers and Browsers. (A list of items
belonging to a Base Report Type appears under the Base Report Type name(s).) In the report in Figure 3.5, individual items include
“Sony VAIO RX670 Minitower,” “Apple PowerBook G4 550” and “Apple PowerBook G4 867.” It is these items for which statistics are
shown.
All Base Report Types have the Break Down button ( ) next to them. Individual items have a Details button ( ) next to them.
Clicking one of these buttons brings up either the Break Down or Details menu, which let you break down the respective information by
other metrics, allowing you to see such information as Products by Campaigns, Categories by Customer Loyalty or the “Wheels” product
broken down by Customer Loyalty. You can also click the name of any member to generate an Item Summary report for that member.
Break Down and Details Menus

The Break Down and Details menus present options that allow you to break down the Base Report Type and individual items by other
conversion metrics. The ability to break down elements of each report gives SiteCatalyst Conversion its true power and flexibility. This
functionality enables you to generate literally hundreds to thousands of different reports, each giving you information that is vital to help

you evaluate your conversion efforts. For example, if you choose to break down products by country, a new report appears showing how
customers from various countries contributed to the success metrics for all items in the Products report. In this case, you could see how
much revenue came from the top five revenue-generating countries for each product item. The options and sub-options that are
available in these menus are listed in the following table.
Figure 3.6: Break Down Menu - Extended Version
Table 3.1: Menu Options
MENU OPTION MENU SUB-OPTION
Cross Sell: Products

OR Categories
Products:
Campaigns: Campaigns
Customer Loyalty: Customer Loyalty
Sales Cycle: Days Before First Purchase

Days Since Last Purchase
Visit Number
Finding Methods: Referring Domains

Original Referring Domains
Search Engines
Search Keywords
Visitor Profile: Top Level Domains

Languages
Time Zones
States
Zip/Postal Codes
Domains
Technology: Browsers
Operating Systems
Monitor Resolutions
Site Path: Entry Pages

Original Entry Pages
Visit Depths
Time Spent on Site
Content Groups

MENU OPTION MENU SUB-OPTION
Custom Variables Custom Variables (Properties) of Your

Choosing
None (Only appears if the report has already

been broken down by a certain option)
NOTE:
• When you mouse over a category, all the available sub-categories appear as shown in the “Breakdown Menu - Extended Version”
graphic, just before the preceding table.
• Depending on the report you are viewing, some options in the Break Down menu may not be available. For example, because
you can’t break down a campaign by other campaigns, that option will not be available in the Break Down menu in the
Campaigns report.
• The Break Down menu only affects the information in the section of the report that explains the graph (unless a selected <X> is
chosen, at which point the graph shows the top breakdown performers). The graph for breakdown reports will continue to show
the information for the no-breakdown data.
Success Metrics
“Conversion Base” reports show how individual items contribute to various success metrics. These metrics appear at the top-right of the
Details section. The default success metric used by most Conversion reports is Revenue. However, if you come to a “Most Popular” report
from another “Over Time” report, the default success metric will be that of the report from which you came. For example, if you come
from the Checkouts report, the success metric that will appear in the next report you generate will be Checkouts.
Clicking the linked metric name brings up the Select Comparison Method dialog box, which allows you to select up to three success
metrics to be shown side-by-side for comparison in the report you are viewing. You can also create and define new metrics here. Multiple
success metrics appear in the order they occur in the purchasing process. Once you have chosen a success metric for a report, that
metric will be used for all other “Most Popular” reports you view until changed again.
NOTE: Where enabled, you can also generate an A/B Comparison report here. See “A/B Comparison Reports” on page 50.
If you have selected more than one success metric to appear in the report, you can sort the graph explanation lists by the metric of your
choice. For example, if you have Revenue, Orders and Units all appearing, you can click the Sort button ( ) next to the metric name to
sort the list by that metric in descending order (the item with the greatest number of that metric appearing at the top of the list). The
Active Sort button ( ) identifies the column that is currently sorted.
NOTE: When you sort by a different success metric, the report may appear to change significantly. This is because the top five items in
terms of revenue may not be the same top five items in terms of the new metric. The number of items displayed will also change because
the sort is performed on the raw numbers rather than the percentages (for example, items with zero orders show <1% of all; a sort on the
Orders metric will exclude those items since none of those items was purchased).
To select multiple success metrics
1. Click either the metric in the Report Details section, or Showing in the Report Status header.

Figure 3.7: Select the Comparison Method Dialog Box
2. Click any metric in Available Metrics (Standard, Lifetime or Calculated) and drag it to the location indicated in Report Data
Columns Canvas (up to ten metrics).
a. -Lifetime contains standard metrics taken over the lifetime during which site data has been tracked.
b. -Calculated contains calculated metrics that have been set up through the Settings tab.
NOTE: The Standard tab contains standard metrics such as cart metrics, clicks, orders and product views.
3. To remove a metric column, click the metric in Report Data Columns Canvas and drag it to the Remove Item area.
4. Select the options for the graph in which you want the respective metric to appear. Left or right graphs appear only if a metric is
selected to appear in that graph.
5. Click Run Comparison Report when finished.
NOTE: While a maximum of three metrics are still recommended for viewing and report distribution, you can force SiteCatalyst® to
change column widths to an aesthetically pleasing consistency through the Display Options page (see Setting Display Options).
To work with new metrics
1. Click either the metric in Report Details, or Showing in the Report Status header.

Figure 3.8: Define New Calculated Metric
2. Click Calculated and then click Define New Metric. A dialog box opens.
3. Type a name for the metric in the Name field.
4. Select one of the options next to Metric Type. The metric can be numeric, a percentage or currency.
5. Type the number of decimal places that you would like shown in the metric column in the Decimal Places box. For example, if
“2” is typed, two digits appear to the right of the decimal.
6. Select a metric in either of the Available Metrics sections. Standard metrics are those that apply to individual lines on a report.
Total metrics are values that represent the total value of a metrics across all lines in a report (usually at the bottom of the Details
section). Total Metrics are usually used when calculating percentages of the whole.
7. Click Add Item. The metric is added to the Formula box.
8. Click the button of the operator you would like to use in your new metric. For example, to calculate the number of page views per
visit each page on the site received one would use the division (/) symbol in the metric.
9. Click Clear Form to clear the Formula box and start over.
10. Click Save Formula As New Metric when you are finished.
11. Add the new metric to your report according to the instructions in “Success Metrics” on page 69.
12. To edit a custom metric, click either the metric in the Report Details section, or Showing in the Report Status header, select the
metric you want to change, click Edit Metric, and then follow the steps outlined. To delete a metric, click Delete Metric rather
than Edit Metric.
OVER TIME REPORTS

“Over Time” reports are used in the Purchases, Shopping Cart and Custom Events reporting sections. Similar to the Page Views report,
each of these reports displays data for one success metric over a specific time period, such as a day, week, month, etc. For this reason
they could be considered “Success Metric” reports themselves, as they show full statistics for one success metric at a time. Though “Over
Time” and Products reports are very similar, there are a few differences that need to be explained here. An example of an “Over Time”
report (like Revenue) can be found in Figure 3.9.

Figure 3.9: The Over Time Report
The first difference between these two “Conversion Base” reports is that the “Over Time” reports show Success Metric statistics for time
periods and individual dates, rather than for Base Report Types and individual items. In the image here, the main time period is Week.
The individual dates are each day within that week.
Second, using the Details menu generates a Products-type report for the Details option you selected during individual dates or times. For
example, if you show customer loyalty details for June 2, 2002, the Customer Loyalty report loads, showing loyalty data for June 2, 2002.
Finally, the Break Down menu is not available.
Options available in the Report Status Header:
• Reporting Date
• Smoothing Applied (if a custom date range is applied)
Conversion Report Formats

Each of the report-format explanations in the following pages has an “Options in the Report Status Header” section. These sections list
the options that are available in the Report Status header of each report, and are intended to be a quick reference to show how you can
further customize each major report type.
PURCHASES REPORTS
The reports in the Purchases section help you understand the individual metrics associated with your site’s purchase events. Most of the
reports in this section are “Over Time” reports and can be considered launching pads to other reports and data. They are intended to
show you success metrics over specific date ranges, allowing you to view the peaks, valleys and driving causes behind events that occur
on your site. By telling you how much revenue, the number of orders and the number of units that move over time on your site, you can
see how your business is performing and see how individual items contribute to your overall conversion activity.

Reports in the Purchases section can also be considered Purchase success metric reports, as they show data for the various purchase
metrics on your site. Additionally, the report you view in this section will determine the default success metric that will be used for “Most
Popular” reports. In other words, if you view the Orders report and then change to the Customer Loyalty report, the default success metric
for that report will be Orders.
All data tracked in these reports is user-defined, meaning you modify the SiteCatalyst® code on your Web site to define the purchase
events recorded. For more information on setting the parameters for these reports, please check with your Account Support Manager,
who will provide more information and implementation assistance.
PURCHASES CONVERSIONS & AVERAGES REPORT

The Purchases Conversions & Averages report shows summary data for metrics in the Purchases reporting section, as well as conversions
from one metric to another. As explained in the “Conversions & Averages” section, this report shows conversion and average statistics for
five metrics by default: Visits (Buying Opportunities), Carts, Orders, Revenue and Units.See “Conversions & Averages Summary” on
page 61.
The funnel graph in the Overview section shows raw numbers for each of these metrics. It also shows conversion percentages for Visits to
Carts and Carts to Orders. The Change column helps you see how these metrics have changed from the previous time period to the
current time period.
The rest of the report presents the information in the Overview section in greater detail. The Conversions section shows how the chosen
events convert to Orders (here, Visits to Orders and Carts to Orders). The Averages section gives averages for Revenue, Units and Orders,
such as Average Revenue per Visit or Average # of Orders per Customer. Data for this report may be viewed for all but the “Hourly” time
period.
NOTE: You can change these standard metrics by clicking the Selected Events option in the Report Status header.
REVENUE REPORT
The Revenue report shows total revenues for your Web site during the selected time period. For example, if you view the Revenue report
for the February date range, this report shows you revenue for each day in that month. If you choose to view data for a single day, it
shows the revenue generated during that day by the hour. Additionally, you can break down individual time periods by other metrics to
show how much revenue individual products, campaigns, etc., generated during that time frame. This report uses the long Details menu
and does not have a report-specific success metric.
The information in this report can be useful to help you determine patterns, peaks or valleys in the revenue generated on your site. You
can single out and drill down through time periods that seem to have been particularly successful or difficult to pinpoint metrics that
contributed to revenue performance. For instance, if one day in February had poor revenue performance, you can click Details for that
day and view such things as revenue generated by specific products or revenue generated by certain campaigns.
ORDERS REPORT
The Orders report shows the number of orders made on your Web site during the selected time period. For example, if you view the
Orders report for 2002, this report displays how many orders were made on your site for each month in that year. If you choose a week,
it shows the orders placed each day in that week. Additionally, you can break down individual time periods by other metrics to show the
items (such as Products or Campaigns) that contributed to the most orders during that time frame. This report uses the long Details
menu and does not have a report-specific success metric.
The information in this report can be particularly useful in determining events or other metrics that influenced the number of orders that
were placed during various time periods. By identifying the contributors to the high and low points of order activity on your site, you can
remedy or enhance those patterns.
UNITS REPORT
The Units report shows the total units that were ordered for a selected time period. Because you can have many units purchased per
order, Units is a vital metric that reveals general inventory movement. This report is set up the same way as the Revenue and the Orders
reports, and allows you to identify the same highs or lows of unit movement. Additionally, you can show details for individual time periods
the same way as in other reports, allowing you to identify events or properties that contributed to the inventory flow. This report uses the
long Details menu and does not have a report-specific success metric.

Shopping Cart Reports

The Shopping Cart reports show you cart-related events along the purchasing path. For example, you can see how many shopping carts
were opened, and then see how many of those shopping carts actually resulted in checkouts. This can help you identify problem areas or
patterns such as the cart abandonment rate or the number of customers that started, but never finished, a purchasing process. Most of
the reports in this section are “Over Time” reports, and can be considered launching pads to other reports and data. They are intended
to show you success metrics over specific date ranges, allowing you to view the peaks, valleys and driving causes behind the cart-related
events that occur on your site.
Reports in the Shopping Cart section, like those in the Purchases section, can also be considered success metric reports, as they show
data for the various cart-related success metrics on your site. Additionally, the report you view in this section will determine the default
success metric that will be used for “Most Popular” reports. In other words, if you view the Cart Additions report and then change to the
Campaigns report, the default success metric for that report will be Cart Additions.
Shopping Cart Conversions & Averages Report

The Shopping Cart Conversions & Averages report shows averages for the metrics in the Shopping Cart reporting section, as well as
conversions from one metric to another. This report shows conversion and average statistics for five metrics: Visits, Carts, Checkouts,
Orders and Revenue.
The funnel graph in the Overview section shows raw numbers for each of these metrics. It also shows conversion percentages for Visits to
Carts, Carts to Checkouts and Checkouts to Orders. The Change column helps you see how these metrics have changed from the
previous time period to the current time period.
The rest of the report gives greater detail to the information presented in the Overview section. The Conversions section shows how the
events converted to Orders, including Visits to Orders, Cart Opens to Orders and Checkouts to Orders. The Averages section gives
averages for Revenue and Orders, such as Average Revenue per Visit or Average Orders per Cart Open. Data for this report may be
viewed for all but the “Hourly” time period.
NOTE: You can change these standard metrics by clicking the Selected Metrics option in the Report Status header.
CARTS REPORT
The Carts report shows you the number of shopping carts that were opened during the chosen time period. A shopping cart is usually
opened when a customer selects an item for purchase, but it can occur without an item as well. As with the other reports, you can view
details of the cart opens for a specific time period. For example, if you want to see the number of carts opened during the last quarter,
this report shows you the number of carts opened each month in that quarter. If you choose a day, it shows the number of carts opened
each hour. Additionally, you can break down individual time periods by other metrics to load a Products report for that time frame. This
report uses the long Details menu and does not have a report-specific success metric.
This information can be particularly useful to help you determine patterns, highs or lows in the number of carts opened on your site. By
singling out those time periods that had high or low performances, you can then drill down on that specific time period to find out more
information about the metrics that specifically contributed to the cart opens. For instance, if one day in February had a particularly low
number of carts opened, you can click the Details button for that time and view such things as carts opened by new, return or loyal
customers or carts opened within specific campaigns.
CART VIEWS REPORT

The Cart Views report lets you see the number of times shopping cart contents were viewed by your customers. It is in the same format as
the Carts report, allowing you to view this information for specific time periods and to break down each time period by other site metrics.
This can help you identify such things as whether people from particular states view their carts more often than others or if people using
certain monitor resolutions view the shopping cart more often.
By detecting this information you can identify problems along the purchasing process that are working well or that need to be changed.
For instance, if customers are viewing their shopping carts often, you may want to think about either including a shopping cart summary
on each page they view or optimizing your site for monitor resolutions that seem to be having the most problems. This report uses the
long Details menu and does not have a report-specific success metric.

CART ADDITIONS REPORT

The Cart Additions report reveals the number of products that were added to customers’ shopping carts. Because adding a product is
one step closer to a purchase, the key information provided by this report is the sheer number of products that have been added. The
report is in the same format as the Carts report, allowing you to view this information for specific time periods, and to break down each
time period by other site metrics. This can help you identify such things as which product was added the most or which campaign drove
the most traffic that resulted in cart additions, regardless of whether the campaign resulted in a purchase. This report uses the long
Details menu and does not have a report-specific success metric.
CART REMOVALS REPORT

The Cart Removals report shows you how many products were removed from shopping carts during a selected time period. By knowing
this information, you can better understand what factors lead customers to choose not to purchase items in their carts. The report is in
the same format as the Carts report, allowing you to view this information for specific time periods, and to break down each time period
by other site metrics. By doing so, you can further understand the rationale behind these customer decisions by discovering possible
removal causes, such as how long a customer was on the site when they made a cart removal or the page depths at which removals were
made. This report uses the long Details menu and does not have a report-specific success metric.
CHECKOUTS REPORT
The Checkouts report reveals the number of times your customers arrived at the checkout stage of a purchase. Although the checkout
stage usually occurs just before a purchase is finalized, and usually involves the customer entering personal information (such as their
shipping and billing information), you have complete control over which events on your site qualify as checkouts. The report is in the
same format as the Carts report, allowing you to view this information for specific time periods and to break down each time period by
other site metrics.
One of the many uses for this report can be to compare the number of checkouts to the number of orders. If there are an unusually high
number of abandonments at this stage of the process, there could be problems with your checkout procedure, such as too much
information being required or server problems. This report uses the long Details menu and does not have a report-specific success metric.
Custom Events Reports

The Custom Events reports help you understand the individual metrics associated with those events that are unique to your site. While
Conversion tracks “standard” site events, such as cart opens, checkouts and orders, no system can possibly track every type of success
event that occurs on every Web site in the world with only their “out-of-the-box” reports. So, custom success events have been created to
allow you to define and track events that are unique to your site.
Custom Event reports are “Over Time” reports (like Purchase or Shopping Cart reports), and can be considered launching pads to other
reports and data. They are intended to show you success metrics over specific date ranges, allowing you to view the peaks and valleys
and driving causes behind the events that occur on your site.
Reports in the Custom Events section could also be considered “Success Metric” reports, as they show data for the various custom
success metrics on your site. Each success event is, in fact, a custom success metric. Additionally, the report you view in this section will
determine the default success metric that will be used for other reports. In other words, if you view the Custom 5 report and then change
to the Customer Loyalty report, the default success metric for that report will be Custom 5.
Custom Event reports are one of the unique features that give SiteCatalyst Conversion its true power and flexibility. By letting you track
events that are unique to your site you empower yourself to find vital site statistics that no other site has, and that no other “canned”
analytics solution could generate. For example, you could track such custom events as steps in a sign-up process, bids or demo views. It
could also be used to augment other reports, such as tracking additional steps in your checkout process that are not covered by the
Shopping Cart reports.
events recorded. For more information on setting parameters for these reports, please check with your Account Support Manager, who
will provide more information and implementation assistance.
CUSTOM CONVERSIONS & AVERAGES REPORT

The Custom Conversions & Averages report shows summary data for metrics in the Custom Events report submenu, as well as
conversions from one metric to another. This particular Conversions & Averages report shows conversion and average statistics for all five
of your Custom Events.

The funnel graph in the Overview section shows raw numbers for each of these metrics. It also shows conversion percentages for
adjacent events. The Change column helps you see how these metrics have changed from the previous time period to the current time
period.
The rest of the report presents the information in the Overview section in greater detail. The Conversions section shows how the chosen
events convert to the last event in the list. This report can also show an Averages section, but only if specified by clicking the Selected
Metrics option in the Report Status header. Data for this report may be viewed for all but the “Hourly” time period.
NOTE: As mentioned previously, by default this report shows all five of your custom events. However, you are not limited to just these.
You are free to mix and match any of the standard success events with the custom events. An example of such a report could show Carts
to Checkouts to Billing Information (Custom Event #1) to Shipping Information (Custom Event #2) to Orders. You can change these
standard metrics by clicking the Selected Metrics option in the Report Status header.
Custom Event data is obtained by your company’s customization of the SiteCatalyst® code on your Web site pages. For help installing
and customizing the SiteCatalyst® code on your Web site pages, please contact your Account Support Manager.
CUSTOM X REPORTS
The Custom X reports are identical in function and appearance to the Carts report in the Shopping Cart reports, and show how your
custom events affect other site metrics. For example, you could see if loyal customers or new customers view a product demo more often.
By identifying this information, you can see how your unique events are affecting the conversion properties and events on your site. This
report uses the long Details menu and does not have a report-specific success metric. Data for this report may be viewed for all but the
“Hourly” time period.
USER-DEFINED METRICS REPORTS

You can create user-defined metrics on reports that support multiple standard metrics. If you have created user-defined metrics that are
applicable to the entire site, “Over Time” reports for each user-defined metric will appear in this section. The reports are identical in
function and appearance to the other “Conversion Over Time” reports (Orders, for example). Additionally, the Calculated Metrics
submenu displays a link to the Calculated Metrics Manager, to aid you in managing the metrics shown in this section.
NOTE: Calculated Metrics that involve campaign-specific metrics will not appear in this section, as they apply to specific campaigns, and
not the entire site. For more information about Calculated Metrics, please contact your Account Support Manager.
Products Reports
The reports in the Products section help you understand how individual products and product categories contribute to your overall
business. Through these reports you can quickly identify high-performing products, unprofitable product categories, and so forth.
Products refer to individual sale items, such as televisions or radios, whereas Categories refer to similar groups of products, such as
electronics or music (much like channels or content groups in the Traffic reports). While Categories can contain multiple products,
individual products can only belong to one category. For example, the electronics category can contain many products including
televisions, radios and computers. However, televisions cannot belong to both the electronics and clothing categories. Additionally, you
cannot nest categories, such as a personal computing category within the electronics category. For more complicated category
structures, please contact your Account Support Manager.
PRODUCTS CONVERSIONS & AVERAGES REPORT

The Products Conversions & Averages report shows averages for the metrics in the Products reports, as well as conversions from one
metric to another. This report shows conversion and average statistics for five metrics: Product Views, Cart Additions, Orders, Units and
Revenue.
The Overview section shows raw numbers for each of these metrics, and shows conversion percentages for Product Views to Cart
Additions and Cart Additions to Orders. In A/B Compare mode, the Change column helps you see how these metrics have changed.
The rest of the report gives greater detail to the information presented in the funnel graph in the Overview section. The Conversions
section shows how Product Views and Cart Additions converted to Orders. The Averages section gives averages for Revenue, Units and

Orders, such as Average Revenue per Unit or Average Orders per Product View. Data for this report may be viewed for all but the
PRODUCTS REPORT
The Products report shows how various individual products affect your site’s success metrics. For example, you can find out how many
units are being ordered for a particular product or see how carts are opened for individual products.
This report uses the long Break Down and Details menus, and uses the Product Views report-specific success metric. Using these drill-
down menus shows such things as Products by Top Campaigns or units sold of an individual product broken down by top search engines.
Data for this report may be viewed for all but the “Hourly” time period.
“CROSS SELL” REPORT

A Product report that is broken down by “Cross Sell” shows sales relationships between products. It answers the question, “If visitors
purchased Item A during an order, what else did they purchase in the same order?” Totals shown for the cross-sold items are totals for
purchases associated with the master item during the specified timeframe.
down menus displays such things as Products Cross-Sold by Top Campaigns or units sold of individual products broken down by top
search engines. Uses could include understanding product sales in relation to each other, identifying purchasing patterns, viewing
whether a promotion for one product successfully generated sales for another related item, etc. Data for this report may be viewed for all
but the “Hourly” time period.
CATEGORIES REPORT
The Categories report shows how various product categories affect your site’s success metrics. For example, you can find out how many
orders are being made within a category or see how revenue compares for similar categories. The report is very similar to the Products
report, except that instead of seeing individual items, you can see how groups of products impact site metrics.
down menus let you see such things as most visited Categories by Customer Loyalty or Orders by Campaigns for an individual Category,
such as electronics. Data for this report may be viewed for all but the “Hourly” time period.
Campaigns Reports
The reports in the Campaigns submenu give you the information you need to help evaluate the effectiveness of your various campaigns,
whether they are on your site or through another service. For example, the basic Campaign report can show how many units are being
ordered as a result of a campaign or the number of checkouts that occur for your campaigns. All of this can help you to evaluate and
improve your advertising and promotion initiatives.
Campaigns can be mapped to external campaigns, such as an advertisement that appears on another site, or internal campaigns, such
as a promotional popup that is displayed when visitors reach your site. All data tracked in these reports is user-defined, meaning you
define the events for which Conversion will record data by modifying the SiteCatalyst® code. For more information on setting the
parameters for these reports, please check with your Account Support Manager, who will provide more information and implementation
assistance.
CAMPAIGNS MANAGEMENT
The Campaigns reporting section now includes a Campaign Manager, which allows you to create new campaigns and manage existing
campaigns, as well as import and export campaign attributes and classifications and create or edit campaign classifications.

Figure 3.10: Campaign Manager
MANAGE CAMPAIGNS
To create a new campaign
1. Click New Campaign under Create a New Campaign.

2. Type a name for the new campaign in the Name field.
3. Select start and end dates for the campaign duration under Dates. To set start and end dates, you must select the appropriate
option and set the date in the Start and End boxes.
Figure 3.11: Create a New Campaign
4. Select values for the available campaign classifications from the appropriate lists below Dates.
5. Enter values for custom item-specific metrics (on the right side) by:
a. Typing a value in the first text field (a number representing a number, dollar amount or percentage).
b. Selecting a Per modifier from the associated list.
6. Click Next. Link Creative Elements displays.

Figure 3.12: Link Creative Elements
7. Add creative elements to the campaign from the Link Creative Elements dialog. You can add existing creative elements, create
new elements, or upload creative elements from a SAINT template file.
NOTE: A creative element is anything from the creative department such as banners, graphics, etc. Hits on these elements are
recorded via a unique key ID in the SAINT table.
To create a new creative element
1. Type a name for the element in the Name field in the New tab.
2. Select the values for the creative element classifications from the appropriate lists below the Name field.
3. If you want SiteCatalyst® to automatically assign a Code ID to the new creative element, select the Auto Assign option in the
Code ID section. If you want to specify the Code ID, select the Customize option, and then type a value in the Customize text
box. You can also choose an unassigned Code ID by clicking Choose Existing, selecting the appropriate Code ID, and then
clicking OK.
4. Click Add in Link Creative Elements to add the new creative element.
To add, remove, and edit creative elements
1. Create a new creative element according to the instructions (covered previously), or click Existing and select an existing creative
element.
2. Click Add.
3. To remove elements, select the element you want to remove in the Creative Elements section and then click Remove.
4. To edit an element that has been added, select the element you want to edit in the Creative Elements section and then click Edit.
5. Follow the instructions in steps 1 through 3 in the “To Create a New Creative Element” section (discussed previously), and then
click Next.

Figure 3.13: Confirm Campaign Dialog Box
6. Click Back to return to previous steps.

7. Click Finish to upload the new Campaign.
To upload creative elements from a SAINT Template
1. Click Upload and select an existing creative element.

2. Click Upload Creatives.
3. Click Browse to locate and choose the SAINT file you want to use.
4. If the system encounters existing creative elements and uploaded elements with the same name, you can have the system
overwrite the existing entities. To do so, select the Overwrite data on conflicts option.
a. If you want to download the SAINT file again once the upload is complete, select the option next to Automatically download
SAINT file after upload is complete.
NOTE: Selecting this option is not recommended.
5. Click Import File. The upload status displays in the Import Status field.
6. When you are finished, click Return to Campaign Manager.
NOTE: Uploaded creative elements must be in a file that follows the SAINT format. You can download a template file that is in the
SAINT format by clicking Get Template in the Upload tab. Then follow the instructions in the “SAINT” section, for creating the
creative element file.
7. Click Next. The Confirm Campaigns page displays.

8. Review the campaign configuration to verify that all parameters have been configured correctly.
a. If they have been configured correctly, click Finish.
b. If not, click Back and change the appropriate information.
9. Click Finish when finished.
10. Click Close Window at the top-right to close the Campaign Manager.
NOTE: You can also create a new campaign while viewing the Campaign Manager.
SAINT
The SiteCatalyst® Attribute Importing and Naming Tool (SAINT) allows users to bulk-import additional data attributes, or dimensions, to
the data collected about web site activity. By augmenting the data elements collected by SiteCatalyst® with these attributes, the user can
access much deeper and more complex reporting capabilities. Once this information has been placed in a SAINT file, you can import the
data directly into the system.

Figure 3.14:
You can download a SAINT template from the Download SAINT Templates section of the main SAINT page in Settings (or from the
Campaign Manager). Downloading a SAINT Template gives you a SAINT file that contains the available headers. This can be
particularly helpful when first learning to use SAINT, or if you want to view the headers that are possible but don’t want to export the
data. For instructions on creating and using SAINT templates, please refer to the SAINT tutorial, or contact your Account Support
Manager. Steps for downloading SAINT files follow.
Figure 3.15: Download a SAINT Template
To download a SAINT Template
1. Click Settings.
2. Click SAINT.
3. Click Download Template in the top toolbar or the Download Template button in the Templates section of the main SAINT
page. The preceding page appears.

4. Select the Data Set from the list.

5. Select an existing Report Suite from the list.
6. Select Encoding from the drop-down box. You will probably keep the Default setting.
7. Click the Download Template button.
To import SAINT data
1. Click Settings.
Figure 3.16: Import a SAINT File
2. Click SAINT.
3. Click Import File. The neighboring page appears.
To do a browser import
1. Click on Browser Import.

2. Select the Data Set you want classified from the first drop-down list.
3. Select the Report Suite from which you want the classification from the Select Report Suite drop-down list.
4. Click Browser and use the resulting file-selection dialog to locate your SAINT data file.
5. If you want the data in this file to alter or update previously classified data with the data in your import file, select the Overwrite
data on conflicts option.
NOTE: If you are only adding to your SAINT classifications, selecting this option is not recommended. If you are updating existing
SAINT classifications, check this setting to ensure they are all updated.
6. If you want to download a tab-delimited file that represents the data after it has been processed, select the Automatically
download SAINT file after upload is complete option.

NOTE: If SiteCatalyst® generates any unique IDs or if any errors occur the file will always be returned to you.
7. Click Import File. Watch the status dialog box for processing messages.
8. If you have selected the Automatically download SAINT file after upload is complete option, when processing is complete the
browser will prompt you to download the resulting file.
For an FTP import
1. Set up a SiteCatalyst FTP account that maps to a selected report suite (instructions follow).
2. Type the FTP information in your FTP application (found by clicking View FTP Info) and upload the desired file.
Figure 3.17: FTP Import
To add a new FTP account
Figure 3.18: Add a New FTP Account
1. From the Import File/FTP Import tabs in SAINT, click Add New. The following dialog box appears.
2. Type a Name for the account.
3. Select the Data Set you want classified from the first drop-down list.
4. Add a report suite from which you want the data classified by selecting the desired suite(s) from the Available Report Suite list
and clicking the Add Suite button. The classifications for the selected report suites must be identical.

5. If you want the data in this file to overwrite duplicate data, select the Overwrite data on conflicts option.
NOTE: If you are only adding to your SAINT classifications, selecting this option is not recommended. If you are updating existing
SAINT classifications, check this setting to ensure they are all updated.
6. If you would like the SAINT file to be exported to the same FTP location once the import is complete, select the After import is
complete option.
7. Type the e-mail address you wish to use for notifications in the field in the Notification Recipient section.
8. Select the Authorize option to authorize SiteCatalyst® to automatically import all files sent to the new FTP account.
9. Click Save. A message appears stating the FTP account will be available in about 15 minutes.
10. Edit or delete FTP accounts by clicking the appropriate link next to the desired FTP account.
a. You can also export all campaign information in a tab-delimited file.
NOTE: Additional information and instructions for using SAINT can be found in the “SiteCatalyst® Attribute Importing & Naming
Tool: Campaign Tracking with SAINT” white paper, available from the Omniture Web site.
To export SAINT data
1. Click Settings.
2. Click SAINT.
3. Click Export File.
Figure 3.19: Export File

To do a browser export
1. Select the data set you want classified from the first list.
2. Select the report suite with data you want to classify from the Select Report Suite list.
3. Select an option button in the Select Number of Rows section. All returns all campaign information up to 50,000 rows. Limit
Data limits the amount of data exported to the first x rows that you determine (up to 50,000). If you need more than 50,000
rows, use the FTP export option.
4. Select a data filter to apply to the export. You can choose no filter, rows that meet specific criteria (you must select an item from
the Download rows list, and then type a value), or rows with empty classification columns. See Note that follows for more
information about Filters.[X=REF]
5. Wild cards such as * and ? are acceptable for query text. For unassigned codes, this should download anything that doesn’t have
a classification for ANY of the columns. Use * to match 0 or more characters, and ? to match exactly 1 character.
6. Select a date filter to apply to the export. You can choose no filter, only active campaigns (current during today’s date), or a
specific time period during which campaigns were active.
NOTE: There are some things to be aware of with the Data Filters, as described here.
• If only one option is selected, only that filter is applied.
• An asterisk (*) will match zero or more characters. A question mark (?) will match any single character. Use ?* to match one or
more characters.
• In most cases, when both Data Filter options are selected, only rows that match both rules are downloaded. Exceptions are noted
here.
• If both options are selected, the following logic is used:
• If All empty columns are being downloaded, then all columns BUT the column specified in the first rule are checked for
emptiness. This way, any row with a column that matches the first rule AND has all other columns empty will be downloaded.
• Likewise, if any empty columns are being downloaded, any column BUT the column in the first rule is checked for emptiness.
• If the same column is specified in both rules (it is almost impossible to meet both criteria) then only rows that match the first
rule will be downloaded.
• If both are checked and different columns are specified in each rule, then only rows that match both rules will be downloaded.

To do an FTP export:
Figure 3.20: SAINT FTP Export
1. Select the data set you want classified from the first drop-down list.
2. Add a report suite from which you want the data classified by selecting the desired suite(s) from the Available Report Suite list
and clicking Add Suite. You can export as many report suites as you want.
3. Select an option button in the Select Number of Rows section. All returns all campaign information. Limit Data limits the amount
of data exported to the first x rows that you determine.
4. Select a data filter to apply to the export. You can choose no filter, rows that meet specific criteria (you must select an item from
the Download rows drop-down list, and then type a value in the associated text field), or rows with empty classification columns.
See Note that follows for more information about Filters.
5. Wild cards such as * and ? are acceptable for query text. For unassigned codes, this should download anything that doesn’t have
a classification for ANY of the columns. Use * to match 0 or more characters, and ? to match exactly 1 character.
6. Select a date filter to apply to the export. You can choose no filter, only active campaigns (those that are current during today’s
date), or a specific time period during which campaigns were active.

Figure 3.21:
a. Click Choose an FTP Location.

b. Type a host name in the Host field.
i. Do not include “FTP://” in the host address. Only specify the domain information.
c. Change the Port, if necessary.
d. Enter a file path in the Path field.
e. Type your username and password in the Username and Password fields.
f. Type an e-mail address to which you would like to receive notifications in the Notification Email field.
7. Click Save.
8. Click Export File.
9. Click Close Window at the top-right when you are finished working within SAINT dialog boxes.
CAMPAIGNS CONVERSIONS & AVERAGES REPORT

The Campaigns Conversions & Averages report shows averages for the metrics in the Campaigns report submenu, as well as conversions
from one metric to another. This report shows conversion and average statistics for four metrics: Click-throughs, Checkouts, Orders and
Revenue.
The Overview section shows raw numbers for each of these metrics, and shows conversion percentages for Click-throughs to Checkouts
and from Checkouts to Orders. The Change column helps you see how these metrics have changed from the previous time period to the
current time period.
The rest of the report gives greater detail to the information presented in the Overview section. The Conversions section shows how Click-
throughs and Checkouts converted to Orders. The Averages section gives averages for Revenue and Orders, such as Average Revenue
per Checkout or Average Orders per Click-through. Data for this report may be viewed for all but the “Hourly” time period.
You can change these metrics by clicking the Selected Events option in the Report Status header.
TRACKING CODE REPORT
The Tracking Code Report is the equivalent of the Campaigns Report in previous SiteCatalyst® versions. As in previous SiteCatalyst®
versions, this report shows the value passed into the JavaScript “s_campaign” variable on the web site’s pages. This report shows how
your campaign tracking code elements affect your site's various success metrics, and is available whether or not you have set up your
Campaigns or Creative Elements classifications.
Campaign tracking codes are set through the campaign variable in the JavaScript code on the web site. The campaign tracking code is
then associated with purchases and other events that happen later. SiteCatalyst® keeps track of the time that a campaign tracking code
was set for a visitor. If no new campaign tracking code has been set for that visitor within seven days (exactly 604,800 seconds), the
campaign tracking code will expire and will be removed from the visitor's cookies. All subsequent purchases and other events for this
visitor will not have a campaign tracking code associated with them until a new campaign tracking code is set. Campaign tracking codes
also expire after purchase events, or when a new campaign tracking code overwrites an older campaign tracking code. For more
customizable campaign tracking, please see “Custom Insight: Variable Reports” on page 97 or contact your Account Support Manager.

Use this report to:

• See how tracking code helps or hinders your site's initiatives, such as which campaigns are generating the most revenue or which
code has the most cart removals.
CREATIVE ELEMENTS REPORT

The Creative Elements Report allows you to report on Creative Element performance, and shows how your advertising campaigns’
creative elements affect your site's various success metrics. This report is created for all accounts. Creative Elements are specified using
the campaign management tools provided. One or more tracking codes are assigned to a Creative Element in the Manage Campaigns
tool. Additionally, you can break down the Creative Elements by Tracking Code and other available items.
Use this report to:
• See how creative elements are affecting your site's initiatives, such as which elements are generating the most revenue or which
have the most cart removals.
CAMPAIGNS REPORT
The Campaigns report shows how your advertising campaigns affect your site’s various success metrics. For example, you can find out
which campaigns are generating the most revenue or see which campaigns have the most cart removals. You can directly associate
attributes with your Campaign data, providing very powerful reporting capabilities. For example, you can now associate flight dates with
your Campaigns, as well as any customizable classifications or metrics. To add this data to your Campaigns, see Manage Campaigns.
This report uses the long Break Down and Details menus, and uses the Click-throughs report-specific success metric. Using these drill-
down menus will help you find even more granular information such as the number of units that were ordered from a campaign as a
result of various finding methods or the number of carts that were abandoned by loyal customers within a campaign. Data for this report
may be viewed for all but the “Hourly” time period.
NOTE: Be careful when implementing campaign tracking, especially when dealing with external and internal campaigns. Campaigns
can be a powerful tool in your business efforts, but placement, style, layout or front-page presence of multiple campaigns could cause
you to override externals with internals, or vice-versa.
Gantt View
The Campaigns report supports an additional report view: the Gantt Report. The Gantt report provides a quick view of when your site
campaigns began and when they ended (flight-date), and how they affected your site’s success metrics. You can see the day each
campaign began, as well as the day the campaign ended, as illustrated by the darker green box. To the right of each campaign box is a
tapered shadow, which shows how long metrics were being influenced by those campaigns beyond the ending flight date. In the image
that follows, the “Buy Sony Today” campaign continued to generate revenue well into the month of August.
The Gantt View also provides additional “lifetime” metrics, which display the total amount of that metric that were achieved over the
lifetime of the campaign. These metrics include Lifetime Revenue, Lifetime Orders, Lifetime Units, Lifetime Carts, etc. You can also
break down each campaign in the graph by other site metrics, such as products, customer loyalty, or creative elements. Additionally, you
can click the campaign name in either the Overview or Details sections to bring up a submenu and generate an item-specific summary or
to edit the campaign details.

Figure 3.22: Gantt View of the Campaigns Report
Flight-date Filter
The flight-date filter lets you view reports for campaigns that began, ended, or began and ended during a specified time period. You can
change the flight-date filter so you can view metrics on a campaign basis.
To change the flight-date filter
1. Click Flight-date Filter in the Report Status header.

a. To show campaigns that began during a time period, select the Began option, and then select the beginning and ending time
period dates from the first between and date fields.
b. To show campaigns that ended during a time period, select the Ended option, and then select the beginning and ending time
period dates from the first between date fields.
2. Click Submit to run the report with the new flight dates.
CLASSIFICATION REPORTS
For each classification created by the local SiteCatalyst® administrator, a corresponding report appears in the Conversion Campaigns
section. For example, if the administrator created a Campaign classification called Campaign Owner, a Campaign Owner will

automatically appear in your report suite. This report would then provide the ability to compare the performance of “Sue Johnston”
campaigns with “Beth Jones’” campaigns, for instance.
Customer Loyalty Reports

The Customer Loyalty reports help you understand how New, Return and Loyal Customers contribute to various site success metrics. New
Customers are those who purchase a product for the first time from your site. Return Customers are those who have made two to three
purchases, and Loyal Customers are those visitors who have made more than three purchases on your site.
Knowing customer loyalty is core to many businesses. Businesses often spend great amounts of energy trying to discover how loyal their
customers are to them, what most attracts new customers and what helps turn return customers into loyal customers. The Customer
Loyalty reports let you see the areas of Customer Loyalty that have improved the most, and how the different loyalty groups affect your
site’s events (such as discovering the amount of revenue generated by new customers vs. loyal customers, etc.). By seeing patterns in
your customers’ behaviors, you can better decide how to tailor your site and Web initiatives to help you gain an even more loyal
purchasing customer base.
All data tracked in these reports is automatically obtained from the SiteCatalyst® system and your customers’ browsers, but is purchase-
dependent, meaning a purchase must be made for data to be recorded under these categories.
CUSTOMER LOYALTY REPORT

The Customer Loyalty report shows how much new, returning and loyal customers contribute to the standard success metrics. For
example, you can find out how new customers contribute to your overall revenue, orders or checkouts as compared to loyal customers. By
identifying this information, you can help target each audience to help them contribute more positively to your business.
This report uses the long Break Down and Details menus, and uses the Visits report-specific success metric. You can use the Break Down
menu to compare all customer loyalty categories against other metrics, such as revenue by customer loyalty for individual products or
orders by customer loyalty for different finding methods. The Details menu will allow you to compare individual loyalty categories against
other metrics, such as units by new customers for certain categories, or checkouts made by loyal customers that have spent X time on
your site. Data for this report may be viewed for all but the “Hourly” time period.
Sales Cycle Reports

The Sales Cycle reports help you better understand success metric results during different stages of the sales cycle, such as the number of
days that pass between a first and a purchasing visit and the number of unique customers that visited your site in a day. Such information
can help you see trends in purchasing behavior and identify site effectiveness in attracting unique customers.
All data tracked in these reports is automatically obtained from the SiteCatalyst® system and your customers’ browsers.
DAYS BEFORE FIRST PURCHASE REPORT

The Days Before First Purchase report shows the number of days that pass between the first time customers visit your site and when they
finally make a purchase. By comparing the most common time periods, you can see which ones contribute most to your revenue, number
of orders, or other custom events. By better understanding the length of time it usually takes for visitors to make their first purchases, you
can better tailor your site content, information, promotions, etc., to target those audiences or accelerate the process.
This report uses the short Break Down and Details menus, and uses the Visits report-specific success metric. You can use these menus to
drill down through and uncover even more granular information, such as revenue by days before first purchase for the top five products,
and orders by days before first purchase for the top five campaigns. Data for this report may be viewed for all but the “Hourly” time
period.
Purchases that are made the same day as the first visit appear as “Same Day.”
DAYS SINCE LAST PURCHASE REPORT

The Days Since Last Purchase report shows the most common number of days that pass between customers’ repeat purchases and
allows you to view the time periods that contributed most to your site’s key success metrics, such as revenue and orders. For example, you
see if you received more revenue from customers who made multiple purchases the same day, or went three days between purchases.
You can do the same for the number of orders or the number of units purchased.
view your information at an even greater level of granular detail, showing such things as revenue by repeat purchases according to

customer loyalty, and cart additions by repeat purchases by top five products. You could also see if the size of the customer’s last
purchase affects the time that lapses before their next purchase. Data for this report may be viewed for all but the “Hourly” time period.
Purchases that are made the same day as the first visit appear as “Same Day.”
VISIT NUMBER REPORT

The Visit Number report shows which customer visit numbers on your site most impacted your success metrics. For example, this report
could answer questions such as: Did customers who purchased on their fourth visit generate more revenue than those who purchased on
their first visit?
see the most common visits on which various loyal customers made orders, or the most common visits that customers added certain
products to their shopping carts. Data for this report may be viewed for all but the “Hourly” time period.
UNIQUE CUSTOMERS REPORTS

The main purpose of the Unique Customers reports is to identify the number of different people that make purchases from your site
during different time frames. There are five different Unique Customers reports, (daily, weekly, monthly, quarterly and yearly). Unique
Customers reports reveal the number of different people who purchased from your site during your chosen time period. While one person
may make a purchase from your site multiple times during a specific time period, the Unique customers reports record that person as one
“unique visitor” so you can tell exactly how many individual people are coming to your site.
SiteCatalyst® uses a patent-pending “cookie-handshake” technology to distinguish a unique customer from a return customer. The
cookie handshake overcomes limitations in Internet browser cookie technology.
You can access the different Unique Customers reports either through the Reports menu, or by clicking the desired time period on the
Calendar (from within a Unique Customers report). Time periods in which no purchases were made are left blank (no data is reported).
Unique reports do not use the Details or the Break Down menus, and do not have report-specific success metrics. Data for this report
SEARCHCENTER REPORTS
The following reports are available from the SearchCenter function (now accessible from a tab; for further details, see the SearchCenter
User Manual.
• Conversions & Averages
• SearchCenter
• Keyword
• Search Engine
• Campaign
• Text Ad
• Ad Group
• Landing Page
• Brand
• Divisional Rollup
• Product Line
• Region
• Type
• Season
• Category
Finding Methods Reports

The reports in the Finding Methods section are similar to the Finding Methods reports in the Traffic module and help you understand
how customers (not visitors) found your site. For example, you can see which domains referred your customers or which search engines
they used to find you. By showing you the most and least effective finding methods, you can make better decisions as to where to direct
marketing campaigns, better evaluate the effectiveness of your META tags for search engines, etc. The Finding Methods reports are the
most important of the Traffic-related Conversion reports.

REFERRING DOMAINS REPORT

The Referring Domains report shows the domains that referred the customers that most impacted your site’s success metrics. For
example, you can see which referring domains were responsible for the most revenue, orders or checkouts. By identifying this
information, you can further target effective domains for campaigns, concentrate your marketing efforts on less effective referring
domains, etc.
Referrers fall into two main categories: Domains and URLs. Domains refer to the domain name, and appear as the base domain without
the query string or subdirectories attached. Examples of a domain referrer could include “aol.com,” “yahoo.com” or “google.com.”
URLs include the base domain name, as well as any query strings or subdirectories. Examples of a URL referrer could include “aol.com/
subdirectory,” “aol.com/search string,” or “aol.com/subdirectory/search string.” Because the number of unique referring URLs is huge
and therefore less valuable than referring domains, the Referring Domains report references referrers only by their base domain.
show the effects of referring domains on other metrics, such as revenue for individual products by referring domains or orders by
customer loyalty by referring domains. You can show this data for all referring domains, or for individual referring domains of your
choice. Data for this report may be viewed for all but the “Hourly” time period.
ORIGINAL REFERRING DOMAINS REPORT

The Original Referring Domains report shows the original referrers that produced the customers on your site. Customers can visit your site
multiple times, and have a different referrer for each visit. This report shows how they were referred the first time they arrived at your site.
This can help you see if they continued to use the same referrer and view patterns in how customers are referred to your site. You can
view the number of visitors generated by an original referrer or discover how much revenue each original referrer was responsible for
producing.
As explained in the report, referrers can fall into two main categories: Domains and URLs. Because the number of unique referring URLs
is huge and therefore less valuable than referring domains, the Original Referring Domains report references referrers only by their base
domain.
This report uses the short Break Down and Details menus, and uses the Visits report-specific success metric. You can use the Break
Down menu to further drill down through your reports, allowing you to compare all original referring domains against other metrics, such
as revenue for individual products by original referring domains or visitors to different campaigns by original referring domains. The
Details menu will allow you to compare individual domains against other metrics, such as units ordered by new customers from domain
X or orders made from site categories specific domains. Data for this report may be viewed for all but the “Hourly” time period.
“External Frame” may appear as a referrer in this report. This type of referrer refers to your page being loaded from a referrer using
frames. For example, Ask.com lets you run a search. When you click one of their linked answers, a portion of the Ask.com page remains
in the top frame, while the requested page is loaded in the bottom frame. If the requested page contains SiteCatalyst® code, the referrer
will be tracked as an External Frame. Internet protocols prohibit the gathering of information resulting from frames.
SEARCH ENGINES REPORTS

The Search Engines reports show the search engines that your site customers used to find your Web site, and how they affected your
various site success metrics. This can help clarify the specific search engines customers used to arrive at your site, allowing you to tailor
various Web initiatives to that information. You can see the amount of revenue generated by customers from certain search engines or
discover whether customers from a particular search engine are responsible for more cart removals than those from other search
engines.
The All Search Engines report was formerly the Search Engines report, and shows all search engines that were used to arrive at your site.
The Paid Search Engines report shows statistics for search engines to which you paid to list your site. Results appear in the Paid Search
Engines and Natural Search Engines reports once rules have been defined in the Paid Search Detection tool in the Settings tab.
These reports use the short Break Down and Details menus, and use the Visits report-specific success metric. You can use these menus
to compare all search engines against other metrics, such as the number of units of individual products sold to customers from various
search engines, or you can compare individual search engines against other metrics, such as orders made by new customers from one
particular search engine. Additionally, you can break down all or individual search engines by search keywords, allowing you to view the
relationship between the two.
Results are ranked by popularity (higher number of searches), as determined by a percentage breakdown. Data for these reports may be
SEARCH KEYWORDS REPORTS

The Search Keywords reports show the search keywords (or search phrases) that customers used to arrive at your site, and how those
customers affected your site’s success metrics. This can help you determine how to better tailor your site code, such as META tags, or

which keywords to register with search engines. You can see if certain keywords resulted in more orders or if other keywords caused
higher instances of cart additions.
The All Search Keywords report was formerly the Search Keywords report, and shows all search keywords that were used to arrive at your
site. The Paid Search Keywords report shows statistics for search keywords used on search engines to which you paid to list your site.
Results appear in the Paid Search Keywords and Natural Search Keywords reports once rules have been defined in the Paid Search
Detection tool in the Settings tab. For instructions on setting up paid search detection rules, see the “Settings” section.See “Settings Tab”
on page 140.
These reports use the short Break Down and Details menus, and use the Visits report-specific success metric. You can use the Break
Down menu to compare all search keywords against other metrics, such as orders made by new customers by the keywords they used, or
the number of visitors that viewed a particular campaign using different keywords. The Details menu will allow you to compare individual
keywords against similar metrics, such as discovering if one keyword produced more checkouts for various products or if another keyword
caused more units to be sold from a particular category. Additionally, you can break down all or individual search keywords by search
engines, allowing you to view the relationship between the two.
Data for these reports may be viewed for all but the “Hourly” time period.
NATURAL SEARCH PAGE RANKING REPORT

The Natural Search Page Ranking report shows the results pages on which your site links were located in the user’s searches that were
performed. For example, a user who came to your site from a search engine may have seen you on the third of one hundred pages of
results. This can help you quickly see and optimize search engine efforts.
Visitor Profile Reports

The reports in the Visitor Profile section are similar to the Visitor Profile reports in the Traffic module, and help you understand how
customers (not visitors) fitting various profiles influence the various metrics associated with your site. Profile categories include languages
spoken, countries, states and domains used to access the Internet.
All data tracked in these reports is automatically obtained from the SiteCatalyst® system and your customers’ browsers. The exceptions
are the States and Zip/Postal Codes reports, which obtain their data from information you provide to the SiteCatalyst® tracking code. For
more information on setting the variables for these two reports, please check with your Account Support Manager, who will provide more
information and implementation assistance.
TOP LEVEL DOMAINS REPORT

The Top Level Domains report shows the number of customers from different top-level domains that most impacted your success metrics.
This can be helpful to allow you to tailor content on your site to people from the top-level domains that generate the majority of your
revenue, or could convince you to even create different instances of your entire site.
The Top Level Domains report identifies world regions that visitors come from based on their originating domain extension. Domains
ending in Commercial (.com), Network (.net), Education (.edu), Government (.gov) and Organization (.org) are usually based in the
United States, and are listed separately from the rest of the countries. All countries have specific domain extensions, such as Brazil (.br)
and the United Kingdom (.gb). SiteCatalyst® recognizes all of these country extensions.
further break down the top-level domain information according to your desires and needs. Data for this report may be viewed for all but
the “Hourly” time period.
LANGUAGES REPORT
The Languages report shows your customers’ preferred languages and the effect those customers have on your site’s success metrics.
Information in this report can be useful to help you decide how to tailor your site in other languages. For example, if you notice that a
large number of German-speaking customers generate shopping cart activity on your site, you can translate your site into that language
and implement a marketing campaign to drive traffic to your German site. Then, refer to this report to see if more German-speaking
customers actually complete the purchasing process. If the numbers are substantial, a permanent additional language to present your
site in may be advisable.
Internet browser programs are automatically set to a default language, which users can change according to their preferences (people
usually browse in their most natural or comfortable language). The Languages report captures the default browser language and

displays those most used by your site’s customers. If a browser does not have a language specified, or if the browser returns a language
ID=0, the report shows “Unspecified” in the graph.
view any number of additional reports to further identify the demographics behind the purchasing activities on your site. Data for this
report may be viewed for all but the “Hourly” time period.
TIME ZONES REPORT

The Time Zones report displays the time zones your customers are located in while they view and purchase from your site. Time zones
are listed according to Greenwich Meridian Time (GMT), which is the international time zone standard. GMT is five hours ahead of
United States Eastern Standard Time (EST) (1:00 A.M. EST is 6:00 A.M. GMT).
further break down the time zones information according to your desires and needs. Data for this report may be viewed for all but the
STATES REPORT
The States report shows which states produced those customers who had the greatest effect on success metrics such as revenue, orders,
checkouts, cart additions, etc. The State information is obtained during the purchase process, when the customer knows the state from
which the purchase is being made. Because the values for these reports are passed in with a purchase event and not stored in a cookie,
this information is not available with shopping cart info or custom events.
This report uses the short Break Down and Details menus, and uses the Visits report-specific success metric. Additionally, only the
Purchases success metrics are available. You can use these menus to view any number of additional reports to further identify the state
demographics behind the purchasing activities on your site.
As mentioned at the beginning of this section, information for the States report is obtained from information that you (the SiteCatalyst®
user) pass into the system through the tracking code. Data for this report may be viewed for all but the “Hourly” time period.
ZIP/POSTAL CODES REPORT

The ZIP/Postal Codes report shows the zip and postal codes that produced the customers that had the greatest effect on purchase
success metrics. With this information, you can determine the success of a localized advertising campaign down to a specific town or city.
The information for this report is obtained during the purchase process, when the customer knows the zip or postal code from which the
purchase is being made. Because the values for these reports are passed in with a purchase event and not stored in a cookie, this
information is not available with shopping cart info or custom events.
This report uses the short Break Down and Details menus, and uses the Visits report-specific success metric. Additionally, only the
Purchases success metrics are available. You can use these menus to view any number of additional reports to further identify the zip/
postal code demographics behind the purchasing activities on your site.
As mentioned, information for the ZIP/Postal Codes report is obtained from information that you (the SiteCatalyst® user) pass into the
system through the tracking code. Data for this report may be viewed for all but the “Hourly” time period.
DOMAINS REPORT
The Domains report lists the organizations and ISPs that customers browsed the Internet under as they engaged in various conversion
activities on your site. Similar to the Domains report in the Traffic group, this report lists the secondary domain rather than the full
domain (for example, in the full domain "http://proxy02.sko.aol.com," the secondary domain is “aol.com”). This information helps you
see which general organizations or companies provide ISP service to your site customers. This report can help you choose where to direct
your marketing or promotional campaigns, etc.
further break down your customers’ domain information according to your desires and needs. Data for this report may be viewed for all
Technology Reports
The reports in the Technology section help you understand some of your customers’ technology preferences as they complete the various
purchase events on your site. By identifying such things as the browsers customers prefer to use on your site or preferred monitor
resolutions, you can identify the effectiveness of your site in driving traffic through the conversion processes. You can also understand

where site design needs to be improved or changed to make your customers’ purchasing experience on your site as pleasant as possible,
helping to create a more loyal customer base.
BROWSERS REPORT
The Browsers report identifies the types and versions of browsers that are used by each of your customers. This data can give you an
understanding of your audience's Web sophistication level. For example, 80% of your customers may be using an antiquated browser, or
perhaps 90% uses a very recent release. Information in this report can be used to justify site optimization for particular browser features.
view any number of additional reports to further break down the browser preferences behind the purchasing activities on your site. Data
for this report may be viewed for all but the “Hourly” time period.
OPERATING SYSTEMS REPORT

The Operating Systems report shows you which operating systems are being used by your site customers. This report covers most
operating systems including Windows® 95, Windows 98, Windows NT, Mac OS®, Linux, WebTV (now MSN® TV) and Sun™, among
others. Because different operating systems tend to display Web pages differently, this report can be used to help you optimize your site
to the most common operating systems.
further break down your customers’ domain information according to your desires and needs. Data for this report may be viewed for all
MONITOR RESOLUTIONS REPORT

The Monitor Resolution report shows the screen resolutions your Web site’s customers most commonly use, as configured on their
computers. Resolution refers to the number of pixels that can be displayed going across and down the screen. Settings include 640 x
480, 800 x 600, 1024 x 768, 1152 x 864 and 1280 x 1024, among others. By seeing, for example, if certain monitor resolutions resulted
in more cart views, you can help identify such things as problems with your cart view page or how you alert customers as to what their
carts currently contain as they shop.
view any number of additional reports to further break down the monitor resolution preferences behind the purchasing activities on your
site. Data for this report may be viewed for all but the “Hourly” time period.
Site Path Reports

The reports in the Site Path section help you discover some of the browsing patterns of your customers during their visits to your site. By
discovering the pages that were visited by customers first, the amount of time they spent on your site, and the site categories they viewed
most, you can determine the effectiveness of and justify changes to your site layout and organization.
All data tracked in these reports is automatically obtained from the SiteCatalyst® system and your customers’ browsers. The exception is
the Content Groups report, which obtains its data from the Channel report in the Traffic group. This information is provided through the
channel variable in the SiteCatalyst® tracking code. For more information on setting values for the channel variable, please check with
your Account Support Manager, who will provide more information and implementation assistance.
PAGE VALUE REPORT

The Page Value report shows how pages within your site affected your site’s various success metrics. You can use this report to see such
things as how much revenue or orders that were generated on each site page.
Down menu to compare all page values against other metrics, such as revenue for products by page or orders on pages by customer
loyalty. The Details menu allows you to compare individual pages against other metrics, such as cart views for pages by category. Data
ENTRY PAGES REPORT

The Entry Pages report shows how customers entering your site through various “entry pages” affected your site’s various success
metrics. An entry page is the first page accessed by a person on the same visit a success event occurred. You can use this report to see

such things as how much revenue was generated from customers that came through these pages or how often these pages were the
entry pages for the different loyal customer groups.
Down menu to compare all entry pages against other metrics, such as revenue for products by entry page or cart removals by customer
loyalty for entry pages. The Details menu allows you to compare individual entry pages against other metrics, such as units purchased by
new customers for certain pages or products purchased by different visitors from individual entry pages. Data for this report may be
ORIGINAL ENTRY PAGES REPORT

The Original Entry Pages report shows the original entry pages that visitors to your site viewed. Whereas an entry page is the first page
accessed by a person on the same visit a success event occurred, an original entry page captures the first page accessed by a person on
their first (original visit) to the site. The Original Entry Pages report lets you see things like the amount of revenue generated by customers
who came through common original entry pages or the number of visitors that came through the different original entry pages.
compare original entry page statistic against other conversion metrics, such as viewing the amount of revenue generated by loyal
customers from various original entry pages or the number of checkouts made by customers who visited various campaigns from different
original entry pages. Data for this report may be viewed for all but the “Hourly” time period.
PAGES PER VISIT REPORT

The Pages per Visit report helps you discover the most common depths to which customers to your site browse. For example, if a
customer views three pages on your site before making a purchase, that visit depth would be three. In this sense, a page view is an event
that occurs on that visit. It is not just page views. Rather than divide the visit depths into categories, as does the Traffic Visit Depth report,
this report tracks and shows all depths tracked for your customers. You can then use this report to identify if customers spend too little or
too much time on your site, and see if that has a positive or negative effect on your site’s success metrics.
Down menu to show the visit depths at which loyal customers generate the most revenue or the visit depths at which the most units are
sold by campaigns. The Details menu allows you to view comparisons for individual visit depths, such as whether a particular visit depth
produced more revenue by campaigns or by customer loyalty. Data for this report may be viewed for all but the “Hourly” time period.
TIME SPENT ON SITE REPORT

The Time Spent on Site report shows the most common time periods that customers spend on your site before they complete your various
success events. You can see if customers who spent more time on your site generate less revenue, or see how time spent on site affects
the number of orders for specific products. This information can help you see possible problems in the purchasing process, or target
certain advertisements or promotions to those who spend the most time on your site. The time spent is divided into the following ten
categories, with the graph showing the top five:
• <1 minute
• 1-5 minutes
• 5-10 minutes
• 10-30 minutes
• 30-60 minutes
• 1-2 hours
• 2-5 hours
• 5-10 hours
• 10-15 hours
• >15 hours
further drill down through these statistics to show you many other things, such as the number of units purchased during different time
periods by customer loyalty or the number of cart removals within campaigns for individual time periods. Data for this report may be
SITE SECTIONS REPORT

The Site Section report is similar to the Most Popular Site Sections report in the Traffic group. It shows the areas of your site that were
visited most by your site customers. Site Sections could include (but are not limited to) groups of products, similar to Categories. Site
Sections can include much more, however, including such groups as Help, Support or Registration.

Data for the Site Sections report is imported from the Channel report in the Traffic group, which receives its information from the channel
variable in the SiteCatalyst® tracking code. For more information on setting values for the channel variable, please check with your
Account Support Manager, who will provide more information and implementation assistance.
This report uses the short Break Down and Details menus, and uses the Page Views report-specific success metric. You can use these
menus to show how many page views occurred for pages in certain site sections by customer loyalty or identify the greatest number of
cart additions that were generated with products in varying content groups. Data for this report may be viewed for all but the “Hourly”
time period.
Custom Insight: Variable Reports

Both the property variables from the Traffic module and Conversion variables allow you to tailor SiteCatalyst® to your specific business
requirements. The difference between the two is how they associate your custom data with other site properties or events. Traffic property
variables allow you to correlate custom data about your site’s visitors or attributes with page views, such as the number of registered or
unregistered users that viewed a page or the number of times a business partner led to a visit. Conversion variables go beyond just
counting the number of page views that your custom data generates. They let you correlate your custom data with specific conversion
events, such as the number of registered or unregistered visitors that opened a shopping cart or the amount of revenue generated by
business partner leads.
To illustrate, assume you want to use both Traffic properties and Conversion variables to track the effects of business partners on your
site. With Traffic properties you can discover the number of visits generated by various business partners. However with Conversion
variables, you can determine how business partners affect specific site events (for instance, if business partner “A” contributes to 60
percent of all revenue versus only 5 percent from business partner “B”). The value of this information is even more apparent in situations
where, using the preceding example, business partner “B” generates more visits, meaning those visitors apparently do not make
purchases as often.
Values are given to variables through code customization. For more information on setting these values, please contact your Account
Support Manager.
VARIABLE X REPORTS
The Variable X reports allow you to correlate custom properties with the standard and custom conversion events on your site. Conversion
variables come in two types: text strings and counters.
Text string variables let you track properties such as the last search term used before a purchase. Text string variable X reports are similar
in appearance and function to the Campaigns report, and can help you identify such things as which original partners generated the
most revenue or the percentage of purchases that came from registered versus unregistered users.
Counters tell you how many times a user does “x” before he or she does “y.” Counter variable X reports are similar in appearance and
function to the Visits, Visit Depths and Time Spent on Site reports. These reports can help you identify, for example, the number of times
customers view the site’s tutorial in addition to making a purchase.
further drill down through your custom site data to compare these custom properties against other metrics, such as revenue by customer
loyalty or orders by campaigns. Data for this report may be viewed for all but the “Hourly” time period.
Classification Hierarchies Reports

Classification hierarchies let you classify your products, Web pages, campaign information, or other data into a hierarcical order that you
can view in your reports. For example, if you sell shirts on a Website, you can create a report that displays data by classifications such as
size, color, gender, and so forth as a hierarchy or tree. For example, consider the following hierarcy for shirts:
Mens Shirts
Large
Green
Blue
Red
Medium
Green
Blue
Red

Small
Green
Blue
Red
Womens Shirts
Large
Green
Blue
Red
Medium
Green
Blue
Red
Small
Green
Blue
Red
A Classification Hierarchies report can show the revenue, the number of items purchased, or other data for each level in the hierarchy.
Of course, the hierarchy can be rearranged to show shirt color as the first level and gender as the second level or in any other way.
Another example of a way to use this report is with Web pages. Perhaps a company has copies of the same Web page translated into
several languages. It can create a report to show the number of hits for each Web page in German, English, Japanese, French,and each
of its other languages.
Classification Hierarchy reports are available for conversion reports and are set up in the Administration Console. For detailed
instructions configuring these reports, see the SiteCatalyst 13.5 Administration Console User Manual. The following figure shows an
example of what the interface in the Aministration Console Manual looks like:
Figure 3.23: Classification Hierarchies Configuration

In this figure, classifications are named ‘Hierarchy X’, but it you will set them up to be shirts, pants, Web pages, and so forth. Assume
that Hierarchy 1 is pants, and Hierarchy 2 is shirts. The other classification might be color or size. Notice that each top-level
classification has a sub-classification.
When you run the report for this hierarchy, it appears as is displayed in Classification Hierarchies Report.
Figure 3.24: Classification Hierarchies Report
This report is configured to show revenue. It has a bar chart, a table, and an area that you can use to add notes about the report and
why it is set up in a specific way. In the table, you can see a plus (+) icon that you can use to expand the data. In the previous example,

it would say ‘Shirts’, and you could expand it to see revenue for mens shirts and womens shirts. These are expandable to display size and
again for color.
If you click the link labeled Add Your Notes, you see a box where you can write additional information about the report.
Figure 3.25: Notes Box
Simply name the note, write information about the report, and click OK. The note appers in place of this pane, along with icons for
editing and deleting the note. You can only have one note per report.
You Classification Hierarchies reports can be located anywhere in the Conversion reports menu, depending on how they are set up in the
Administration Console. All of these reports have a small icon to the right of their names to indicate that they are Classification Hierarchy
reports.
Figure 3.26: Classification Hierarchy Reports Menu

CHAPTER 4
Traffic Reports
Traffic Report Navigator

The Traffic Report Navigator page contains a complete list of the Traffic reports, divided into sections. This page provides a portal to any
Traffic report.
To set a specific report as the first page you see after login, see the instructions in See “Bookmarking Reports” on page 27.
Figure 4.1: Traffic Report Navigator

Chapter 4 Traffic Reports
REPORTING SECTIONS DESCRIPTION
SiteCatalyst® reports are divided into up to nine major reporting sections, each of which measures different aspects of your Web site.
These nine sections are:
• Calculated Metrics: Create metrics out of existing SiteCatalyst® metrics. This section displays reports for each Calculated metric
you have created. These reports can also be used as alternate metrics in other reports. For example, if you create a new metric
and call it “Popularity,” a Popularity report will be placed in the Calculated Metrics section.
• Site Traffic: Provide detailed information about your site’s traffic patterns, such as the number of page views, unique visitors and
pages that visitors reloaded.
• Finding Methods: Helps you discover where your visitors are coming from and how often they return.
• Visitor Profile. Help you understand the dynamics of your Web audience, including the countries, languages and time zones from
which they are browsing.
• GeoSegmentation: Help you understand the geographic dynamics of your Web audience, including the countries, states and
cities from which they are browsing.
• Technology: Give insight to the technology preferences of your Web audience, revealing such things as their preferred browsers,
operating systems and plug-ins.
• Segmentation: Allows you to use predefined customizable reports to compare and drill down through site-specific information,
including most popular channels and key visitors to your site.
• Custom Insight: Let you set your own variables for SiteCatalyst® to track, more fully customizing your reports to your business’
specific needs and your site’s unique features.
• Hierarchies: Allows users to view reports on individual sections or subsections into which they have grouped their site.
Together, the information presented in these reports will present a complete picture that helps you accurately evaluate all of your Web
initiatives.
Site Traffic Reports

SiteCatalyst® uses Site Traffic reports to provide detailed information about your site's traffic patterns. This information will help you:
• Monitor overall traffic patterns, revealing the busiest hours, days, weeks and even months.
• Measure the effectiveness of marketing campaigns by monitoring traffic increases.
• Gain a concise picture of the popularity of individual promotion pages on your site.
• Determine your server needs.
• Learn which times during the day are best to perform site maintenance.
Reports in this section include Page Views, Unique Visitors, Visits and File Downloads. Each of these reports is explained next.
PAGE VIEWS REPORT

The Page Views report displays the number of times your Web site pages were viewed for the selected time period (hour, day, week,
month, quarter or year). This report allows you to track page views for each individual page on your site, as well as an aggregate of page
views for your Web site as a whole. The Page Views report displays statistics for your entire site by default, and obtains its information
from the system.
The Report Summary section contains a forecast formula that lets you predict what your traffic is most likely to do next. This is a common
feature across many SiteCatalyst® reports. The Report Details section of this report compares the number of page views for the current
time period to the number of page views that occurred during two previous time periods (usually the most recent time period and the
same time period one year before).
Statistics such as those covering the current week will also show information for the last week, and the same week one year prior.
Individual dates within a month will differ because SiteCatalyst® compares days (Monday, Tuesday, etc.) rather than dates (1st, 2nd, etc.).
For example, if you view this report for October 2001, the third column displays data for 52 weeks prior. SiteCatalys® will compare the
first Monday in October 2001 with the first Monday in October 2000. The data will still allow you to see growth or decline in the number
of page views.
The fourth option in the Related Metrics section is the Opt-out Page Views. Metrics for this item are generated when visitors have chosen
to be excluded from tracking. Consistent with P3P guidelines published by the W3C, SiteCatalyst® grants visitors to your Web site the
option of opting out of being tracked during their site visits via the company Privacy Policy. Data from these visitors is not tracked in any
SiteCatalyst® report. For more information on Omniture’s Privacy Policy and how to provide the opt-out option to your site visitors, please
refer to “Visitor Opt-outs and the Omniture Privacy Policy” on page 197.

Report uses:
• Discover how many people view your site and the success of your site pages.
• See recent traffic patterns for your entire site and each individual page.
• Learn how many visits promotional, sign up or order pages received to measure marketing effectiveness.
• See when peak and off-peak times are so you know when to make changes to your page (when people are least likely to view
your site).
Metrics and formulas:
• Average Page Views per (Timeframe) Unique Visitor
• Forecast
• Page Views for Top 5 Pages
• Total Unique Visitors
UNIQUE VISITORS REPORTS

There are six different Unique Visitors reports: hourly, daily, weekly, monthly, quarterly and yearly. Unique Visitors reports reveal the
number of different people who visited your site during your chosen time period. While one person may visit your site and within that visit
view the home page three times, a contact page twice, and several other pages once during a desired time period, the Unique Visitors
report records that person as one "unique visitor" so you can tell exactly how many individuals are coming to your site (use the Related
Metrics section at the bottom of these reports to compare the number of your unique visitors to the number of page views).
SiteCatalyst® uses a patent-pending “cookie-handshake” technology to distinguish a unique visitor from a return visitor. The cookie
handshake overcomes limitations in Internet browser cookie technology.
Time periods in which you received no visitors are blank (no data is reported). Data for these reports can be displayed over all standard
time periods.
Report uses:
• See the number of different people that viewed your Web site during any given time period.
• View recent traffic patterns and learn how promotions are bringing unique visitors to your site.
• Average Page Views per (Timeframe) Unique Visitor
• Page Views for Top 5 Pages
• Total Unique Visitors
Other calculations:
• Site Penetration Ratio (SPR)
VISITS REPORT
The Visits report displays the number of visits made to your Web site during the selected time period. Content has a great influence on
the total number of visits your site receives. For example, if your site provides e-mail capabilities or updated news, the average number of
visits would probably be higher because visitors often return multiple times to check for updated e-mail or news. Conversely, if your site
does not change on an hourly basis, the average number of visits would probably be lower. Data for this report may be viewed for all but
the “Hourly” time period.
Report uses:
• See the total number of visits to your site during a selected time period.
• Identify the impact of site modifications, such as changes to total number of visits, average number of pages viewed per visit and
average time visitors stayed per visit.
• Average Pages Viewed per Visit
• Average Time Spent per Unique Visitor (min)
• Average Time Spent per Visit (min)
• Average Visits per (Timeframe) Unique Visitor
• Total Usage Minutes

FILE DOWNLOADS REPORT

The File Downloads report is a new report that displays the files that have been downloaded from your Web site. These files can be any
type of document you wish to track, including user manuals, presentations, audio or video files. You can easily see which downloads are
the most popular and understand why. This report requires that link tracking code to be installed on the site. For more information on
installing this code, please contact your Account Support Manager.
Report uses:
• Determine the files that are downloaded most frequently from your site.
• Understand if certain files are downloaded more often during specific time periods.
Finding Methods Reports

Finding Methods reports build on Site Traffic reports, giving you even more robust insight into your site statistics. This information will
help you:
• Learn from where your site visitors are coming.
• See how often individuals come to your site.
• Discover how long it takes visitors to return.
• Gain more frequent visits from prior customers.
• Achieve your specific marketing objectives.
• Give marketers the insight needed to help them achieve larger average order sizes.
• Lower the incidence of product returns.
The reports in the Finding Methods section include Referrers, Search Engines, Search Keywords, Return Frequency, Daily Return Visits
and Return Visits, and are explained next.
REFERRING DOMAINS REPORT

The Referring Domains report shows the domains that referred customers to your site. Referrers fall into two main categories: Domains
and URLs. Domains refer to the domain name, and appear as the base domain without the query string or subdirectories attached.
Examples of a domain referrer could include “aol.com,” “yahoo.com” or “google.com.” URLs include the base domain name, as well as
any query strings or subdirectories. Examples of a URL referrer could include “aol.com/subdirectory,” “aol.com/search string,” or
“aol.com/subdirectory/search string.” Because the number of unique referring URLs is huge and therefore less valuable than referring
domains, the Referring Domains report references referrers only by their base domain.
REFERRERS REPORT
The Referrers report shows where your visitors came from before they arrived at your site, the methods visitors use to find your Web site,
and the number of visits to your site that came from these referring locations. By tracking and recording the visitors’ referring sites for
each visit, you can determine how visitors found out about your site during each visit.
The types of referrers that are tracked by this report include:
• E-mail: Registers e-mail referrers when individuals arrive at your site by clicking links in e-mail messages they receive.
• Hard Drive: Lists referring link off an HTML document located on an individual’s hard drive.
• Other Web Sites: Happen when a visitor clicks a link located on a page in another Web site. These can be plain text links,
advertisements and even search engines, as they are also considered to be Web sites that are not part of your site.
• Search Engines: Is registered when a visitor has used a search engine (such as Google or Excite) to find and arrive at your site. If
a search engine was used to find your site, the data will also be registered on the Search Engine report.
• Typed/Bookmarked: Is tracked if visitors use their browser’s bookmarks or “Favorites” to visit your site. A reference is also tracked
under this category if visitors type your site’s URL directly into their browser’s Address bar, or if SiteCatalyst® is unable to
determine the referring page.
• Usenet: Are tracked when individuals arrive at your site by clicking a link that was posted to a newsgroup.
Click a column title in the Report Details section to sort the details list by referrers or by the number of visits. You can also click a URL in
this section to view the referring pages your visitors browsed before coming to your site. This report also allows you to view referrers for
individual pages on your site.
Referrers coming from within your site (for example, using a link on one of your site pages to arrive at another of your site pages) are not
included in this report. To view referrer information from inside your own site, please see the Previous Page report.

Report uses include:

• See where people come from to visit your site.
• Analyze the effectiveness of search engine placements, press releases, news articles, banner ad buys, links from other sites, and
so forth.
• Get hard data on marketing click-throughs.
• Determine if your ad placements are working.
• Understand your Web audience’s interests by learning where they came from before they viewed your site.
• Analyze the areas of your marketing campaign that are referring the most people.
• Judge which online initiatives create a larger and more loyal customer base by tracking, over time, the behavior of individuals
that originate from each source.
SEARCH ENGINES REPORTS

The Search Engines reports show which search engines visitors use the most to find your Web site. The search engines are ranked by
popularity (higher number of searches), as determined by a percentage breakdown. Data for this report may be viewed for all but the
“Hourly” time period. The Search Engines Report now has a magnifying glass option that will display the URLs used from that search
engine to get to your site (similar to Search Keywords report).
The All Search Engines report was formerly the Search Engines report, and shows all search engines that were used to arrive at your site.
The Paid Search Engines report shows statistics for search engines to which you paid to list your site.
Results will appear in the Paid Search Engines and Natural Search Engines reports once rules have been defined in the Paid Search
Detection tool in the Settings tab. For instructions on setting up paid search detection rules, refer to “Settings Tab” on page 140.
Report uses::
• See which search engines are performing best for you.
• Watch for drop-offs indicating when search engines stop listing you, so you can resubmit your URL.
• Optimize your META tags for better search engine performance.
• Replicate the exact searches used by your visitors to see where you're listed.
• Internet Average
• Most Popular Search Keywords
SEARCH KEYWORDS REPORTS

The Search Keywords reports show a list of the search keywords (or search phrases) that visitors used to find your site. The number of
searches made using that word or phrase is also shown. SiteCatalyst’s proprietary technology pulls this data directly from the visitor’s
browser, ensuring the most accurate data possible is retrieved.
The All Search Keywords report was formerly the Search Keywords report, and shows all search keywords that were used to arrive at your
site. The Paid Search Keywords report shows statistics for search keywords used on search engines to which you paid to list your site.
Results will appear in the Paid Search Keywords and Natural Search Keywords reports once rules have been defined in the Paid Search
Detection tool in the Settings tab. For instructions on setting up paid search detection rules, “Settings Tab” on page 140.
Click a column heading in this section to sort the list by keywords or by the number of searches. You can also use the Search Report
function to filter report results for a particular search keyword. Notice that the Magnifying Glass button appears to the left of each
keyword. Click it to display variations of the main search keyword that were also used in searches. You can then click a URL in the
resulting window to view the results generated by the respective search engine for that search keyword. Data for this report may be
The Magnifying Glass is used to expand a specific section of a report, or to duplicate your visitors’ experiences, and is only available on
the Search Keyword, Browser Width, Browser Height, Previous Page, Next Page and Pages Not Found reports.
Report uses:
• Get an in-depth look at the keywords people use to find your site.
• Find out which keywords are most effective in finding your site.
• Optimize your META tags for better search engine performance.
• Duplicate the searches that were used by your visitors to see where you're listed.


• Most Popular Search Engines
RETURN FREQUENCY REPORT

The Return Frequency report shows the number of visitors who returned to your site within one of the following categories (representing
the time lapse between visits): less than 1 day, 1-3 days, 3-7 days, 8-14 days, 14 days to 1 month and longer than 1 month.
SiteCatalyst® measures this statistic by using cookies to gauge the amount of time that has elapsed between an initial visit and any return
visits to your site (30 minutes must pass between browsing events for visitors to be considered as returning to your site). Data for this
report may be viewed for all but the “Hourly” time period.
Report uses:
• Identify the number of visitors that returned within a certain time period and the frequency of their return visits.
• Assess your marketing goals against visitor return frequency.
• Evaluate your Web site's appeal and relevance to visitors over time.
• Know how sticky your site is to visitors and how often they feel compelled to return.
• Identify the impact your Web site's content and promotions has on your visitors.
Other Calculations
• Average Times a Visitor Returns
DAILY RETURN VISITS REPORT

The Daily Return Visits report displays the number of visitors that visited your site more than once on a given day. A day is defined as the
last 24-hour period. For example, if you view statistics during the 2:00 hour, the previous day would occur between 2:00 yesterday and
2:00 today. Data for this report may be viewed for all but the “Hourly” time period. Additionally, the “Weekly,” “Monthly,” “Quarterly”
and “Yearly” views are collections of daily returns over those time periods.
Report uses:
• Determine visitor loyalty to your site.
• Identify the impact of your Web site's content on your visitors.
• Measure your visitors’ interest in your site's content and their seriousness about purchasing your product or service. For example,
if a small number of visitors return to your site, you may decide to redesign your site content or update it more often.
RETURN VISITS REPORT
The Return Visits report shows how many individuals have visited more than once since SiteCatalyst® began tracking your site. These
visits are not for a specified time, but are all those that have viewed your site once and have then returned. For example, if a person came
to your site on January 1 for the first time and then came again on July 1, 2 and 3, she would be a return visitor for each of the three days
in July she visited. This report differs from the Daily Return Visits report in that the Daily Return Visits report shows how many visitors
viewed your site more than once on a given day. The Return Visits report, however, shows the number of visitors that see your site more
than once over any time period. Data for this report may be viewed for all but the “Hourly” and “Weekly” time periods. The “Quarterly”
view is also a collection of returns by day for the quarter.
Report uses:
• Determine visitor loyalty to your site.
• Identify the impact of your Web site's content on your visitors.
• Measure your visitors’ interest in your site's content and their seriousness about purchasing your product or service. For example,
if a small number of visitors return to your site, you may decide to redesign your site content or update it more often.
VISIT NUMBER REPORT

The Visit Number report provides yet another method for gauging visitor loyalty by displaying the visit number for each visitor that comes
to your site. For example, when visitor “X” comes to your site for the first time, the Visit number is one (1). The next time he visits your
site, the visit number is two (2). If your site has a very loyal audience that returns frequently, a large percentage of high visit numbers will
appear in this report. If people generally come to your site and don’t return, a larger percentage of small visit numbers will be registered.
Report uses:
• See how many times repeat customers visit your site.

• Understand the factors that contribute to customer loyalty.

• Identify problems with your site that may be deterring visitors from returning to your site.
Visitor Profile Reports

The reports in the Visitor Profile section help you understand the physical demographics of your Web audience, such as the languages
spoken and the geographic regions in which they live. This will help you:
• Effectively make key decisions for your site, such as language presentation.
The reports in the Visitor Profile section include Domains, Full Domains, Top Level Domains, Languages, Time Zones, Visitor Detail, Last
100 Visitors and User Home Page.
DOMAINS REPORT
The Domains report lists the organizations and ISPs your visitors use to browse your site. This report differs from the Full Domains report
in that the Full Domains report registers the full ISP domain, whereas this report lists the secondary domain (for example, in the full
domain "http://proxy02.sko.aol.com," the secondary domain is “aol.com”). This information helps you see which general organizations or
companies provide ISP service to your site visitors. Data for this report may be viewed for all but the “Hourly” time period.
Report uses:
• See where people are coming from and which domains people travel through to get to your site.
• Identify top ISP organizations to target with marketing efforts.
• Identify the most popular groups that are visiting your site.
• Establish a partnership or affiliation with more popular domains.
• Measure the effectiveness of an established partnership or affiliation.
• Monitor the traffic you receive from the groups to which you are marketing.
FULL DOMAINS REPORT

The Full Domains report displays the full domains visitors use for their Internet access. When you log on to the Internet, your Internet
Service Provider (ISP) assigns you an IP address. Each IP address usually has a domain name (such as http://ac800f5f.ipt.aol.com)
assigned to it. This domain name is tracked and displayed in the Full Domains report. If a domain name for an IP address cannot be
found, the IP address will be shown instead. Data for this report may be viewed for all but the “Hourly” time period.
Report uses:
• Understand where your audience comes from by locating the most popular visiting domains.
• Identify visitor hosts and locations, including competitors, internal customers or others who are viewing your site.
• Contact and extend promotions to the most popular domains.
TOP LEVEL DOMAINS REPORT

The Top Level Domains report identifies world regions that visitors come from, based on their originating domain extension, and shows
how many visitors come from these countries. Domains ending in Commercial (.com), Network (.net), Education (.edu), Government
(.gov) and Organization (.org) are usually based in the United States, and are listed separately from the rest of the countries. Each
country also has specific domain extensions, such as Brazil (.br) and the United Kingdom (.gb). SiteCatalyst® recognizes all of these
country extensions. While this report cannot show the individual site pages that are viewed by people from each top-level domain, you
can use this report in conjunction with the Property reports in the Segmentation section to do so. Data for this report may be viewed for
all but the “Hourly” time period.
Report uses:
• See the parts of the world from which visitors are coming.
• Track your international exposure.

LANGUAGES REPORT
The Languages report displays your visitors’ preferred languages. Internet browser programs are automatically set to a default language,
which users can change according to their preferences (people usually browse in their most natural or comfortable language). The
Languages report captures the default browser language and displays those most used by visitors to your site. While this report cannot
show the individual site pages people view in each language, you can use this report in conjunction with the Property reports in the
Segmentation section to do so.
Information on this report can be useful to help you know if other languages should be used on your site. For example, if you notice that
a large number of visitors viewing your site speak German, you can translate your site into that language and implement a marketing
campaign to drive traffic to your German site. Then, refer to this report to see if more German-speaking visitors came to your site as a
result of the campaign. If the numbers are substantial, a permanent additional language site presentation may be advisable. Data for
this report may be viewed for all but the “Hourly” time period.
Report uses:
• Identify additional languages to use on your site.
• Effectively monitor promotions or target visitors from a particular culture.
TIME ZONES REPORT

Figure 4.2: Time Zones Report
The Time Zones report displays the time zones your visitors are located in when they view your site. This report superimposes a bar graph
(indicating the number of visitors) on a map of the world so you can quickly see what part of the world your visitors are from. The time
zones are listed according to Greenwich Meridian Time (GMT), which is the international time zone standard. GMT is five hours ahead of
United States Eastern Standard Time (EST) (1:00 A.M. EST is 6:00 A.M. GMT). Data for this report may be viewed for all but the
Report uses:
• See which part of the world generates most of your traffic.
• Identify the time zones from which most of your site traffic comes.
• Accommodate or customize site content to visitors from the most popular areas.
VISITOR DETAIL REPORT

By default, the Visitor Detail report shows detailed information for up to the last 250 visitors to your site. Each visitor is identified by an IP
address. Information collected for each visitor is presented in an easy-to-read table (not a graph) with details for five customers listed per
page. Data recorded for each visitor includes: IP Address, Domain, Host, Language, Cookies, Browser, Entry Page, Referrer, Date
Visited, JavaScript, JavaScript Version, Java, Operating System, Monitor Resolution, Monitor Color Depth, Country and Monthly Unique
Visitor.

In accordance with our privacy policy and to be qualified as a third-party auditor, Omniture does not report any personally identifiable
information such as customer names or the amount purchased.
Figure 4.3: Visitor Detail Report
Report uses:
• Identify audience makeup during specific time segments.
• Understand complete visitor makeup from random sampling.
• View real-time information detailing visitors that are currently viewing your site.
LAST 100 VISITORS REPORT

The Last 100 Visitors report shows information for the last 100 visitors to your site. This report could be considered an abbreviated
version of the Visitor Detail report. Information is presented in a table (not a graph) that displays the date and time of the visit, and the
visitor’s domain and IP address. Visitors that viewed your site most recently are listed first in the table. This feature is particularly useful for
low traffic or small business sites. The IP and Domain columns are left blank if the respective information is unknown.
Figure 4.4: Last 100 Visitors Report
Report uses:
• See who is visiting your site and evaluate your site’s popularity with different visitors. For example, a person or company that
frequently visits to your site may be interested in your products or services.
• Identify audience makeup during specific time segments.
• View real-time information about visitors that are currently viewing your site.
USER HOME PAGE

The User Home Page report is used as another method for gauging visitor loyalty and assessing the perceived value your visitors place on
your Web site’s content. The report shows how often your visitors mark a page on your Web site as their “Home Page” in their browser. It
shows the frequency with which this happens, as well as the exact pages on your Web site that visitors marked as their Home Page.
This report tracks only visitors using Internet Explorer browsers, version 5.0 or greater.
Report uses:
• Understand how often users store pages on your site as their home page.
• Identify whether users save your site's Home Page or a different page more often.

KEY VISITORS REPORT

The Key Visitors report allows you to single out and monitor up to five different visitor groups that visit your Web site. Key visitors are
defined by the name or IP address of the groups you want to track. These visitor groups are then listed in order of popularity. You can
also see which pages each visitor saw by viewing the Pages Viewed by Key Visitors report.
This information can be very useful, for example, to identify when your competition visits your site, if you want to see how much traffic
your employees generate or if you would like to pay special attention to a group you are trying to target.
Report uses:
• See how often competitors visit your site.
• Monitor traffic from internal groups or groups to which you are marketing.
• Find out if known advertisers or business clients are visiting your site.
PAGES VIEWED BY KEY VISITORS REPORT

The Pages Viewed by Key Visitors Report lists all of your site pages that have been visited by the key visitors you specified in the Edit Key
Visitors tool in the Settings tab, in order of popularity.
When you change a key visitor, this report will start tracking information for that visitor after you make the change. Additionally, when
you change Key Visitor A to Key Visitor B, all previous data will be lost from key visitor A.
Report uses:
• Find your most popular pages for your key visitors.
• Identify important pages that are being missed so you can highlight them more prominently.
• Measure marketing effectiveness by seeing page views to promotional, sign up or order pages. Highlight promotions, news, ads,
etc., that are specifically tailored to key visitors.
GeoSegmentation Reports
The reports in the GeoSegmentation section give you important insight into the technology and preferences of your Web site's audience.
This information can help you:
• Know how to optimize your site to meet the technological preferences of your visitors.
The reports in the GeoSegmentation section include Countries, States, DMA®, and Cities.
COUNTRIES REPORT
The Countries Report shows you the countries from which visitors are accessing your site. In addition to the standard Ranked and
Trended views available on most reports, there is also a Map view that color-codes the countries according to their relative contribution to
your total traffic. Darker colors indicate greater numbers of daily unique visitors from that country visiting your site.
To drill down and see which international regions visitors are coming from, either click the country on the map or click the magnifying
glass next to the desired country in the table below the map or chart. To drill down and see which U.S. states visitors are coming from,
either click on the United States in the map or on the magnifying glass next to "United States" in the table below the map or chart.
While this report cannot show the individual site pages that were viewed by people from each country, you can use this report in
conjunction with the Property reports in the Segmentation section to do so. Data for this report may be viewed for all but the “Hourly”
time period.
This data is provided via a partnership between Omniture and Digital Envoy.

Figure 4.5: Countries Report Map
Report uses:
• See the parts of the world from which visitors are coming.
REGIONS REPORT
Previously, only U.S. regions (states) were available. With the Regions report, users can view all regions throughout the world. To drill
down and see which cities within the regions visitors are coming from, click the magnifying glass next to the desired region in the table.
You can also click Geographic Filter in the Report Status header to select another region.
Report uses:
• See the international regions from which visitors are coming.
CITIES REPORT
The Cities Report shows you the all cities from which visitors are accessing your site. By clicking the link next to State in the Report Status
header, you may optionally restrict the report to showing only cities within a particular state.
Report uses:
• See the parts of a state from which visitors are coming.
• Track your intrastate exposure.
U.S. STATES REPORT

The U.S. States Report shows you the U.S. states from which visitors are accessing your site. In addition to the standard Ranked and
Trended views available on most reports, there is also a Map view that color-codes the states according to their relative contribution to
your total traffic. Darker colors indicate greater numbers of daily unique visitors from that state visiting your site.
By clicking on Visitors Per Capita next to Display in the Report Status header, you can adjust the data by the relative population of each
state. Enabling this option shows both the number of daily unique site visitors per 10,000 people living in the state as well as the percent
above or below the national average value. You can also drill down and see which cities visitors are coming from by clicking on either a
state in the map or the magnifying glass next to any state in the Details table.

Population data is based on 2000 U.S. census data. Data in this report is provided via a partnership between Omniture and Digital
Envoy.
Figure 4.6: States Report Map
Report uses:
• See the parts of the Unites States from which visitors are coming.
• Track your national exposure.
DMA ® REPORT
The DMA (Designated Market Area) Report shows you the marketing areas within the United States from which visitors are accessing
your site. By clicking the link next to State in the Report Status header, you may optionally restrict the report to showing only marketing
areas within a particular state.
This data is provided via a partnership between Omniture and Nielsen Media Research, Inc.
By clicking Visitors Per Capita next to Display in the Report Status header, you can adjust the data by the relative population of each
marketing area. Enabling this option shows both the number of daily unique site visitors per 10,000 people living in the market area as
well as the percent above or below the national average value. You can also generate a Correlation report by clicking the Correlation
button next to one of the market areas and selecting the item you want to correlate the data with. For more information on Correlation
reports, please refer to “Correlation Drilldowns” on page 23.
The DMA boundaries and DMA data for this report are effective for the period 2004-2005.
Report uses:
• See the major marketing areas from which visitors are coming.
• Identify the top market areas in which your site is used.
Technology Reports
The reports in the Technology section of the Commerce Navigator give you important insight into the technology and preferences of your
Web site's audience. This information can help you:
• Know how to optimize your site to meet the technological preferences of your visitors.
Reports in this section include Browser Types, Browsers, Mobile Devices, Browser Width, Browser Height, Operating Systems, Monitor
Color Depths, Monitor Resolutions, Netscape Plug-ins, Java, JavaScript, JavaScript Version, Cookies and Connection Types.
BROWSER TYPES REPORT

The Browser Types report identifies the types of browsers that are used by each of your visitors. This data can give you a quick overview
of the specific browser products that your site visitors prefer. Because different browsers display Web code differently, this can be valuable
information when determining the level of cross-browser support to provide on your site, the browser types for which to optimize your site,
etc. Data for this report may be viewed for all but the “Hourly” time period.
Report uses:
• Identify your audience's browser preferences.
• Design your site pages to meet your audience's needs.

• Know which browsers you should include when testing your pages.
BROWSERS REPORT
The Browsers report identifies the types and versions of browsers that are used by each of your visitors. This data can give you an
understanding of your audience's Web sophistication level. For example, 80% of your traffic may be using an antiquated browser, or
perhaps 90% uses a very recent release. Information in this report can be used to justify site optimization for particular browser features.
Report uses:
• Design your site pages to meet your audience's needs.
• Know which browsers you should include when testing your pages.
MOBILE DEVICES REPORT

The Mobile Devices report shows the number of visitors that accessed your site using mobile devices – such as devices running the Palm
OS or Windows CE. It also identifies the types and versions of mobile devices that are used by your visitors. Information in this report can
be used to justify site optimization for particular browser features and evaluate the impact of current mobile initiatives. Data for this report
Report uses:
• Develop strategies that address mobile users.
• Identify your audience’s preferences.
• Track the immergence of wireless and mobile users.
BROWSER WIDTH/BROWSER HEIGHT REPORTS

The Browser Width and Browser Height reports show you the most common widths or heights of the browsers (in pixels) your visitors use
to view your site. This information can be used to help you adjust your site design to conform to the most popular settings.
The magnifying glass button also appears next to the browser width or height. Click this to load your Web site in a new window that is the
width or height you choose. This functionality enables you to see your site exactly as your visitors see it. Data for this report may be
Report uses:
• Test your pages at common widths.
• Maximize your advertising presence by customizing advertisements to your visitors’ preferences.
• Design your pages to meet your audience's needs.
OPERATING SYSTEMS REPORT

The Operating Systems report shows you which operating systems are being used by your site visitors. This report covers most operating
systems including Windows® 95, Windows 98, Windows NT, Mac OS®, Linux, WebTV (now MSN® TV) and Sun™, among others.
Because different operating systems tend to display Web pages differently, this report can be used to help you optimize your site to the
most common operating systems. Data for this report may be viewed for all but the “Hourly” time period.
Report uses:
• Find out more about your audience’s operating system preferences.
• Test your site pages using those operating systems.

MONITOR COLOR DEPTHS REPORT

The Monitor Color Depths report shows your visitors’ most popular color-depth settings as configured on their computer. Color-depth
refers to the number of colors that can be displayed on the screen. Settings include 16, 256, 65,356 and 16 million colors, among
others. Data for this report may be viewed for all but the “Hourly” time period.
Report uses:
• Identify your audience's monitor capabilities.
• Design your pages to meet audience needs.
• Test images on your site using the most common settings.
• Most Popular Monitor Resolutions
MONITOR RESOLUTIONS REPORT

The Monitor Resolution report shows the screen resolutions visitors to your Web site most commonly use, as configured on their
computers. Resolution refers to the number of pixels that can be displayed going across and down the screen. Settings include 640 x
480, 800 x 600, 1024 x 768, 1152 x 864 and 1280 x 1024, among others. Data for this report may be viewed for all but the “Hourly”
time period.
Report uses:
• Identify your audience's monitor capabilities.
• Design your pages to meet their needs.
• Test images on your site using the most common settings.
• Most Popular Color Depths
NETSCAPE PLUG-INS REPORT
The Netscape Plug-Ins report displays the plug-ins that your visitors have enabled while they view your site. SiteCatalyst® only tracks the
plug-ins that are used by Netscape browsers. This information is especially useful if your Web page has content that requires a specific
plug-in. Plug-in information is displayed in both graph and list formats. Click the plug-in name in the list to see information about that
plug-in. Data for this report may be viewed for all but the “Hourly” time period.
Internet Explorer extensions are called ActiveX controls. These can be tracked as well, but must be done so on a case-by-case basis. If
you need to track specific ActiveX controls, please contact your Account Support Manager to discuss your needs and to set up a
Professional Services engagement.
Report uses:
• Discover your audience's technical aptitudes.
• Design richer site content based on visitor plug-ins.
• Learn what percentages of visitors to your site were able to view plug-in-specific content.
JAVA/JAVASCRIPT REPORT
Almost all Web browsers allow users to enable or disable JavaScript™ functionality. Many operating systems also make use of Sun™
Corporation’s Java™ technology. The Java and JavaScript reports show you the percentage of visitors to your site that make use of Java
or have JavaScript enabled or disabled. Data for this report may be viewed for all but the “Hourly” time period.
Report uses:
• Measure the technological capabilities of your visitors.
• See if you should include Java or JavaScript technology on your site.


JAVASCRIPT VERSION REPORT

The JavaScript Version report displays the versions of JavaScript your visitors’ browsers use while viewing your site. There have been a
number of JavaScript versions since it was first released. Each version includes new functionality that older versions do not have. Different
versions of Web browsers have different JavaScript version capabilities. For those visitors who have JavaScript enabled, this report will
show you the percentage used for each JavaScript version. Data for this report may be viewed for all but the “Hourly” time period.
Report uses:
• Measure the technological capabilities of your visitors.
• Identify the versions of JavaScript with which your site should be compatible.
COOKIES REPORT
Almost all browsers allow users to enable or disable cookies. The Cookies report shows you the percentage of your visitors that prefer to
use cookies while browsing. The main use of the Cookies report is to identify the visitors that use cookies so you can prepare customized
or dynamic site content for them. Data for this report may be viewed for all but the “Hourly” time period.
Report uses:
• Determine the percentage of visitors to your site that have cookies disabled and are unable to use your site’s cookie functionality,
if used.
• See if you should include cookie technology on your site based on the percentage of visitors that have cookies enabled.
• Compare your site audience’s sensitivity to advanced technologies with the Internet average.
• Gauge the technological sophistication level of your audience using this report in conjunction with others like the Browsers report,
and then compare with the Internet average.
CONNECTION TYPES REPORT

The Connection Types Report displays the percentage of your site’s visitors that utilize high-speed Internet connections versus slower dial-
up connections. Generally speaking, you will see a distinct pattern where dial-up users generate a larger percentage of the traffic on the
weekends. This is because the visitors during the week visit from work, which typically have high-speed connections. This report only
works for visitors using Internet Explorer browsers.
Report uses:
• Understand your site's audience in terms of their connection speed.
• Use this information when designing site changes.
Segmentation Reports
The reports in the Segmentation section provide the capability to drill down in the data and make important comparisons between
popular site sections. SiteCatalyst® allows you to see the most and least visited pages and sections of your Web site. Up to two
Segmentation reports come “out of the box,” meaning you can use them without any code modifications. These are the Most Popular
Pages and Most Popular Sites (for Multi-Site Roll-up accounts) reports. The other three Segmentation reports – Most Popular Site
Sections, Most Popular Servers and Pages Not Found – require code modification. Please contact your Account Support Manager for
instructions on enabling these reports. You can refer to the Help tab to obtain the contact numbers for your Account Support Manager.
MOST POPULAR PAGES REPORT

The Most Popular Pages report ranks the pages on your site based on those that receive the most traffic. By default, pages are ranked by
the number of times they were viewed, with the pages receiving the most page views listed first. With the latest release of SiteCatalyst®,

however, you can now view the Most Popular Pages report by visits, meaning you can now see which pages are most popular on a per-
visit basis.
For example, a page may be reported as the most popular because some of your visitors view the page 20 or more times each visit. But
not all visitors view the page. By viewing this report by visits, you can see that there may be a page that each visitor to your site views, and
it will be reported correctly as the Most Popular page in terms of visits. In other words, while one page is most popular because it is
viewed more often than the rest, another page may be the most popular because more people view it.
This report also lists all of your site pages being tracked by SiteCatalyst® so you can verify that the SiteCatalyst® code is indeed on the
pages you want to monitor.
Occasionally SiteCatalyst® cannot identify the page visited, such as when someone visits your site with a non-standard browser, or when,
for some reason, the page data that's passed is corrupted. Those pages are placed in the "Other" category. When your account is
created, URL "filters" are created that help define your internal and external pages. These filters are used for this report as well as the
Referrers report. If you have either a high (greater than one percent) “Other” page count, or a lower than expected referrer count, please
contact your Account Support Manager.
Report uses:
• Identify important pages that are being missed so you can highlight them more prominently.
• Evaluate marketing effectiveness by comparing page views between promotional, sign up or order pages.
• Monitor traffic to all pages in one easy-to-read report.
• Discover the pages or products in which your visitors are most interested.
MOST POPULAR SITE SECTIONS REPORT
The Most Popular Site Sections reports list all of your Web site’s channels that are being tracked by SiteCatalyst® and shows you those
that are being accessed the most, as determined by the number of page views.
You can click the name of any of your site sections to view a report specific to that item. You can use the Choose Channel option in the
Report Options menu once you are viewing a report for a specific channel.
Report uses:
• Identify your most popular site sections and those that are being missed.
• Measure the interest levels of visitors to different sections of your site.
• Compile customer information and correlate data to understand visitor preferences and buying patterns that are unique to
specific groups of visitors.
• Forecast (when viewing a specific Channel)
MOST POPULAR SERVERS REPORT
The Most Popular Servers reports list all of your Web site’s servers that are being tracked by SiteCatalyst® and shows you those that are
being accessed the most, as determined by the number of page views.
You can click the name of any of your servers to view a report specific to that item. You can use the Choose Server option in the Report
Options menu once you are viewing a report for a specific server.
Report uses:
• Find out which servers are being used the most.
• Determine better ways to balance server loads.
• Forecast (when viewing a specific Server)
MOST POPULAR SITES REPORT

The Most Popular Sites report is similar to the Most Popular Pages report, but on an aggregated level. This report falls under the
Segmentation section and lists your Web sites according to those that are visited the most, as determined by the number of page views

for the entire site. With the latest release of SiteCatalyst®, you can also view this report by the number of visits. This report appears only if
you have multi-site aggregation.
Multi-Site Roll-up reports present a picture of customer behavior across a complete network of sites by aggregating your metrics
geographically (e.g., country, region, state), organizationally (e.g., conglomerate, subsidiary 1, subsidiary 2), or by some other method
that mirrors your organization’s needs.
If you are a large organization with multiple Web properties or divisions you may want to track your statistics on a detailed level and then
aggregate them into larger groups to obtain the “big picture.” Our example case involves a multinational car manufacturing company. If
this company tracked each of their sites separately they would have many accounts, spreading across multiple brands and countries.
Figure 4.7 presents an example of what those branches may look like, and how Multi-Site Roll-ups would function for such an
organization.
Figure 4.7: Multi-Site Roll-ups in Action
Individual site tracking would let you know how many page views or visits each store received as well as the segments of each store that
were the most popular. However, as Figure 4.7 shows, roll-ups help you determine cross-branding information such as the number of
page views or visits all your sites had together and which were the most popular segments in the collection of your sites. By using the
Multi-Site Roll-ups feature you can easily create a single account that shows information for the entire group.
Multiple sites are enabled during SiteCatalyst® installation, and data roll-ups occur on a nightly basis. Please contact your Account
Support Manager to enable your account for roll-ups or to get more information. Data for this report may be viewed for all but the
Report uses:
• Identify important sites that are not receiving as many page views as anticipated.
• Monitor traffic to all sites in one easy-to-read report.
• Discover the sites in which your visitors are most interested.
A NOTE ABOUT PAGE NAMES
SiteCatalyst® gives you the ability to name individual site pages for tracking. This is done through the pageName variable, which
influences more reports than any other variable within the SiteCatalyst® reporting system. By default, SiteCatalyst® identifies pages by
their URLs without the query string attached (such as http://www.testsite.com/index.html). However, the SiteCatalyst® user can override
this and identify pages by a unique name using the pageName variable.

Proper use of the page name will enable you to have more organizational control over your reports. It also provides many other benefits,
including:
• Easier to use, friendlier looking reports
• More descriptive names: Any user looking at a report would know that the name “Home Page” refers to the home page of your
site, but http://www.testsite.com/index.html might confuse users that are not familiar with the site layout.
• More accurate reports: Due to the nonconformity of the Internet, the URL http://www.testsite.com/index.html could show up as
www.testsite.com, testsite.com/index.html or any other number of variations. To obtain an accurate page view count for that
page you would have to manually sum the count for all URL variants. By using the pageName variable the URL is ignored and
aggregation on the page name is automatic.
• Aggregate page views: If you have a site that spans multiple domains you might have one page that is located on each domain
(for example, www.testsite.com/index.html and www.mytestsite.com/index.html). With proper use of the pageName variable you
can accurately aggregate all of these page views for easy, accurate reporting.
• Dynamic page identification. Proper use of the pageName variable will make the distinction between, for example,
“product.html?productID=1” and “product.html?productID=2” on dynamic Web pages easy.
For more information on setting this variable, please contact your Account Support Manager.
Custom Insight Reports

Custom reporting is one of SiteCatalyst’s premier, cutting-edge features, allowing you to track and drill down through more than just the
“average” site statistics. The reports in the Custom Insight section give you the capability to do additional data drilldowns and make
important comparisons between popular site sections. By giving values to a number of customizable variables, you can track just about
any standard or parameter on your site. For an explanation of how to set up Custom Variables and reports, please contact your Account
Support Manager.
Custom Variables can be used to define page grouping parameters and compare page views among groups of pages on any level. By
grouping common sections of your site into distinct categories, you can track the site statistics that you choose. You can also use custom
variables to group page views by page settings, such as site navigation preferences, etc. This type of grouping could be used to answer
other questions, such as:
• What search terms are my visitors searching for while they are on my site?
• Which of my two domains is more popular?
Chances are if you have a question about your site, SiteCatalyst’s custom variables can answer it for you.
To illustrate the usefulness of Custom Insight reporting, imagine that you operate a car sale Web site. The site has GMC, Lexus and
Honda sections. As the owner of this site, you might like to know which pages are viewed most often as determined by manufacturer.
After modifying the code to track these vehicle types as Channels, you could then use the Most Popular Site Sections report to compare
the popularity of these different sections as is shown next.
Figure 4.8: Most Popular Site Sections Report
Perhaps you would like to know which years and models of cars are the most popular. You could further customize the code to track these
parameters using Property 1. The Property 1 report would then show the most popular years and models of cars, as illustrated in Figure
4.9.

Figure 4.9: Report Filtered by Model and Year
You can also use the search option to further filter this Property 1 report to compare the relative popularity of only 2001 models for all
manufacturers, (Figure 4.10) Honda Accord cars only, (Figure 4.11) and so on.
Figure 4.10: Report Filtered by Make, Model, and Year
Figure 4.11: Report Filtered by Make and Model (Honda Accord)
You could continue to segment your site in other categories. For example, using a property variable to compare year, color and
transmission of car pages viewed. The number of properties you have available is dependent upon the service level you have purchased.
CUSTOM LINKS REPORT

The Custom Links report is designed to show you the popularity of links on your site, helping you better understand the navigation
patterns within your site. For example, the Home page for your site likely has multiple links that land on the same page. Perhaps there is
both a graphic and text link that both link to the same page. The Custom Links report shows what percentage of visitors used the graphic
link versus the text link.
As the name implies, Custom Links are very specific to your Web site. The specific links that you would like to be tracked must be
modified with special tags (requires that SiteCatalyst® 8.0 or higher link tracking code be used). If you have any questions regarding
these special link tags, please contact your local SiteCatalyst® administrator or your SiteCatalyst® Account Support Manager.
Report uses:
• Optimize your site design by knowing which types of links your visitors prefer.
• Validate the need for redundant links to single pages.
PROPERTY X REPORTS
The Property X reports rank customized properties or sub-groups on your site by traffic volume. You can click the name of any of your
properties to view a report specific to that item. Once you are viewing a report for a specific property you can use the Choose Channel or

Choose Server option in the Report Options menu. You can also filter your properties reports further by typing a search keyword in the
Search Report text box.
Report uses:
• Measure the interest levels of visitors to different sections of your site.
• If you run your site off of multiple domains, use the Property X reports to distinguish which domains are accessed most often.
• Determine popular site features, such as color schemes, etc. (if you have features on your site that can be customized to fit users’
preferences).
• Forecast (when viewing a specific Property over time)
Hierarchies Report
SiteCatalyst® also provides a built-in capability to track hierarchies within a site. By specifying the hierarchy “depth” (the default is ten
levels), users may view the overall hierarchy, as well as the position and data for specific pages in the selected hierarchy. You may specify
names for your hierarchies and, depending on the service level you have purchased, view hierarchies according to Page Views, Visits and/
or Visitors. Additionally, specific hierarchy levels may be correlated with other relations. For information on setting up hierarchies for your
site, please contact your SiteCatalyst Account Manager.

Figure 4.12: Hierarchy Report Details
In Figure 4.12, you can see the first level in the selected hierarchy report. By clicking Next Level ( ) next to any of the items in the list,
you can drill down through that level to view the next level of items. Once expanded, you can click Previous Level ( ) to move up a
level and drill down through another path. Additionally, where available, you can click Correlation ( ) next to any item to view data
correlation with any relations.
Report uses:
• View how content groups within your site are doing, based on Page Views, Visits or Visitors.
• Compare the performance of one sublevel against another.
• Correlate level data with other segments or finding methods.

CHAPTER 5
Paths Reports
Paths Report Navigator Page
The Paths Report Navigator page contains a complete list of Paths reports that are available in your SiteCatalyst® account, divided into
up to four main sections (explained in this chapter). These sections are also listed in the Paths Reports menu. This page is your portal to
any Paths report. To view a Paths report, simply click the report name or use the Paths Reports menu.
Figure 5.1: Paths Report Navigator Page
The Optimum Path ClickMap reporting is found in the Paths section of the Reports menus.
To set a specific report as the first page after login, see the instructions in “Bookmarking Reports” on page 27.
EXPLANATION OF REPORTING SECTIONS

Paths reports use the patent-pending OptimumPath™ sequence engine. This engine and associated reports help you visually analyze and
understand the click-stream of pages viewed or the sequence of content groups viewed by a visitor. The engine can also be extended to
track other sequences, such as the order of items added to a shopping cart.
Paths reporting is grouped in up to 28 main sections:
• Paths: Let you view your site traffic as it flows from one page or item to the next, break down visits to discover new patterns and
popular paths, or go far beyond traditional metrics to search out the specific paths your visitors take from a selected page.
• Site Sections: Provide content group analysis, allowing you to track things such as most popular content groups, entry and exit
content groups, time spent on a content group, the flow from previous or next content group, etc.
• Servers: Provide content group analysis, allowing you to track things such as most popular content groups, entry and exit content
groups, time spent on a content group, the flow from previous or next content group, etc.
• Traffic Custom Insight Variables: The Pathed Custom Insight Variable reports allow you to perform group analysis on other
custom categories that you define.

Chapter 5 Paths Reports
Each of these main reporting sections has their reports grouped into the following four subgroups:
• Pages/Channels/Properties: Help you analyze visitors' browsing behavior when viewing your site. These reports show visitor
interaction with specific pages or page types on your site. Information such as the most popular pages, how often specific pages
are reloaded, how much time each page is viewed, etc. The new Page Summary report combines all page-specific information
and presents it in a single report.
• Entries & Exits. Shows common entry and exit pages, as well as exit links used on your site, enabling you to analyze where your
visitors most often entered your site and where they left your site.
• Complete Paths. Presents all information relating to the complete browsing paths visitors take while on your site, as well as the
length of time they spend on your site.
• Advanced Analysis. Advanced Analysis reports help you dissect your visitors’ complete paths to reveal valuable patterns in the
way your visitors navigate your site. These reports answer the questions of what the users do next and what the users did
previously. With this information, you can optimize your site path flows to direct your visitors away from undesired locations, and
to desired locations.
Paths reports are presented according to their sub-grouping (i.e. by Pages, Entries & Exits, etc.) Reports that are unique to a reporting
category or subcategory are identified in the main body of the report explanations.
Pages Reports
Reports in the Pages section help you analyze visitors' browsing behavior when viewing your site. Each time a page is viewed, various
statistics are gathered about the page. For example:
• How often was this page viewed?
• How much time was spent on the page?
• How many clicks did the user perform before viewing this page?
SUMMARY REPORTS
The Summary reports are, essentially, tell-me-everything-you-can-about-this page/channel/category reports. They organize specific
information about a single page or group and present it in a single report. These reports have three main sections: Navigation, Graph,
and Page Metric. The Navigation section identifies where your visitors were before viewing the selected item, and where they went after
viewing the selected item. The Page Metric section displays numerous metrics related to the selected page/channel/category.

Figure 5.2: Page Summary Report
The entire report has links to the reports that are being summarized. If the Page Summary shows something interesting and you wish to
view more details, you’re only a click away from the full report.
When the report is first run, the selected page or group is the one with the most views for the current time period.
Report uses:
• Perform in-depth analysis on a specific page or group.
VALUE REPORT
The Page Value report shows how pages within your site affected your site’s various success metrics. You can use this report to see such
things as how much revenue or how many orders were generated on each site page.
Down menu to compare all page values against other metrics, such as Revenue for Products by Page or Orders on Pages by Customer
Loyalty. The Details menu allows you to compare individual pages against other metrics, such as Cart Views for Pages by Category. Data
Report uses:
• Identify important groups that are being missed so you can highlight them more prominently.
• Evaluate marketing effectiveness by comparing views between promotional, sign up or order pages.
• Monitor traffic to all pages/channels/categories in one easy-to-read report.
• Identify the pages, products, channels or categories in which your visitors are most interested.

MOST POPULAR REPORTS

The Most Popular reports rank the pages or groups on your site based on those that receive the most traffic. Items receiving the most
views are listed first. These reports also list all of your site pages being tracked by SiteCatalyst® so you can verify that the SiteCatalyst®
code is indeed on the pages you want to monitor. The Most Popular reports can be accessed both from the Traffic/Segmentation
reporting section and the Navigation/Pages reporting section. Data for these reports may be viewed for all but the “Hourly” time period.
Occasionally SiteCatalyst® cannot identify the page visited, such as when someone visits your site with a non-standard browser, or when,
for some reason, the page data that's passed is corrupted. Those pages are placed in the “Other” category. When your account is
created, URL “filters” are created that help define your internal and external pages. These filters are used for this report as well as the
Referrers report. If you have either a high (greater than one percent) “Other” page count, or a lower than expected referrer count, please
contact your Account Support Manager.
Report uses:
• Identify important groups that are getting missed so you can highlight them more prominently.
• Evaluate marketing effectiveness by comparing views between promotional, sign up or order pages.
• Monitor traffic to all pages/channels/categories in one easy-to-read report.
• Identify the pages, products, channels or categories in which your visitors are most interested.
RELOADS REPORT
The Reloads report shows the number of times individual pages were reloaded by page visitors. SiteCatalyst® defines a reload event as
any time the same page is viewed twice in a row in less than 30 minutes, and without any intervening pages.
Some events that would cause SiteCatalyst® to register a page reload include:
• A visitor views a page and then clicks Refresh, causing a page reload (the first page view is not a reload).
• A person visits a site page, clicks a link to an external site, and then clicks Back to see your site page again, resulting in two page
views and one reload. This is because the visitor saw no intervening site pages between the two loads of the front page.
• The pageName variable is used to identify unique pages by name, rather than URL. If a person views two different pages that are
identically named, the Reloads report could register these two page views as one reload.
Report uses:
• Help locate problems with connectivity and server capacity.
• Discover problem areas that arise when your visitors load your Web pages.
• Identify pages that may be too large or need to have images optimized.
• Maintain rapid download speeds for your entire Web site.
CLICKS TO PAGE/REPORT DEPTH REPORTS

The Clicks to Page Report identifies the depth to which each page within your site is visited. Depth for a page is measured by counting
the number of pages viewed before it. For example, if your "About Us" page is the third page visited by a given visitor, its depth for that
visit is three. This report is laid out similarly to the Previous and Next Page reports, except the sub-items show the percentage of visitors
that saw that page first, second, etc. Data for this report may be viewed for all but the “Hourly” time period. The Clicks to Page report
appears only in the Paths reporting section. The Depth reports appear in the Channel, Site Categories, and Site SubCategories sections.
Report uses:
• Identify which pages compel your visitors to travel the deepest into your site.
• Optimize content and navigation to make key content more accessible.
TIME SPENT ON PAGE/CHANNEL/PROPERTY REPORT

This report displays the length of time that visitors browse individual pages, channels, or properties in your site. The time spent is divided
into ten categories: less than 15 seconds, 15-30 seconds, 30-60 seconds, 1-3 minutes, 3-5 minutes, 5-10 minutes, 10-15 minutes, 15-
20 minutes, 20-30 minutes and greater than 30 minutes. The top six categories are shown in the graph. Data for this report may be
Report uses:
• Identify the length of time that visitors remain viewing on your individual Web site pages.
• Identify site content or promotions that trigger visitor interest.

PAGES NOT FOUND REPORT

The Pages Not Found report lists the number of times a Page Not Found (404-error) page is displayed to your site visitors and lists the
URLs of the pages that were not found. This report also provides additional functionality: Click any page name to bring up a Drill-Down
menu.
Notice that this report shows the magnifying glass button next to page URLs in the Report Details section. Clicking this button brings up
a dialog box listing the referrers that sent visitors to that URL. If you click the referrer link, another dialog appears showing the referring
page. Data for this report may be viewed for all but the “Hourly” time period. This report appears only in the Paths reporting section.
This report requires code customization. Please contact your Account Support Manager for details and assistance.
Report uses:
• Find out how often visitors are not getting to pages they are requesting.
• Help troubleshoot Web site problems.
Entries and Exits Reports

The Entries & Exits reports show the entry and exit points on your site, as well as exit links for your site, enabling you to analyze where
your visitors most often entered your site and where they left.
ENTRY REPORT
The Entry report shows you, by percentage and by total visits, which pages/channels/categories on your site are the first ones seen by new
visitors.
The Entry report also provides additional functionality: Click any item name to bring up a Drill-Down menu. Data for this report may be
Report uses:
• Identify which of your Web pages are the most frequent points of entry.
• Optimize the primary entry points on your site.
• Drive entry traffic to your key messages.
EXIT REPORT
The Exit report shows you, by percentage and by total visits, which locations on your site were the last that visitors viewed before leaving
your site.
The Exit report also provides additional functionality: Click any item name to bring up a Drill-Down menu. Data for this report may be
Report uses:
• Identify which of your Web pages are the most frequent exit points.
• Determine where adjustments can be made to increase visitor retention.
EXIT LINKS REPORT

The Exit Links report shows you the links that your visitors click to leave your site and go to another site. Exit links are those links that take
your visitor to another site. Most common examples of exit links are links to partners, affiliates, etc.
Without the Exit Links report, you may know that 5% of your visitors exit from the Partners page, but you will not know which partner was
chosen most often. With the Exit Links report, you may see that visitors chose Partner A 40% of the time and Partner B only 2% of the
time. This report only appears in the Paths reporting section.
Use of this report requires that SiteCatalyst® 8.0 or later link tracking code be installed.
Report uses:
• Determine the most commonly used link on a Partner's page.
• Determine which exit link from your entire site is most frequently used.
• Validate the number of referrals that your partners' state you provided.

Complete Paths Reports

The Complete Paths report presents all information relating to the paths visitors took while on your site, as well as the length of time they
spent on your site.
FULL PATHS REPORT

The new Full Paths report replaces and is very similar to the old Site Paths report. Key differences include:
• The Full Paths report shows complete paths, from when visitors enter site to when visitors exit site. The Site Paths report showed
the first five pages of entry paths.
• Full Paths now includes single-page paths, which are typically the most common paths. The Site Paths report excludes single-
page paths.
The Full Paths report shows you the most popular paths visitors take through your site. Pages in the site paths are tracked by their URL
and then displayed in a text table. The page names in the table have a green arrow, a red arrow or a letter next to them. Green arrows
indicate the entry page for that path. Red arrows indicate when visitors left your site. Letters indicate the order in which the pages were
viewed.
For example, the first page name in the report has a green arrow next to it, and is assigned the letter “A.” The second page name in the
report is assigned the letter “B,” and so on. These labels make it easier to detect a pattern than if you had to read the complete URL of
a page.
This report also has three other options in the Report Status header: Selected Entry Page, Showing paths containing and Path Lengths.
The Selected Entry Page option lets you choose the specific beginning point for browsing paths. Showing paths containing lets you
choose which site page the paths shown must include. Path Lengths lets you limit the lengths of paths that are shown in the report. Data
Report uses:
• See exactly how each visitor browses through your site, from start to finish.
• Determine not only entrances and exits, but also every page between to better evaluate your site's size and relevance in relation
to initial customer interest.
• Understand the way visitors navigate your site and the paths they take so you can tailor your messaging and sales delivery to elicit
favorable results.
Other calculations:
• Site Penetration Index (SPI)
LONGEST PATHS REPORT

The Longest Paths report displays the longest paths taken by visitors to your site during the selected time period. It helps identify the
recurring patterns exhibited by the visitors that spend the most time on your site. You can view the complete path, including each page
visited, for the longest paths.
Report uses:
• Identify the page-viewing patterns that lead to the longest paths.
• Gauge your site's stickiness by assessing whether your longest paths are closer to 50 pages or 1500 pages.
PATH LENGTH REPORT

The Path Length report shows you how deep visitors browse into your site (both by percentage and by total count). In other words, the
report indicates how many pages the average visitor to your site views before leaving. Below this information is the average pages per visit
statistic, which displays the average number of pages visitors view during the specified time period. Data for this report may be viewed for
all but the “Hourly” time period.
Report uses:
• Determine how many of your visitors are willing to explore to your desired site depth.
• Optimize your messaging to reach visitors before they exit.
• Average Visit Depth

TIME SPENT PER VISIT REPORT

This report reveals the length of time visitors spend viewing your site as a whole during each visit. It also has an “Average Time Spent on
Site” statistic that shows the average time that was spent viewing your site, taken across all visitors. The time spent is divided into the
same ten categories as the Time Spent per Page report, with the graph showing the top six categories. Data for this report may be viewed
for all but the “Hourly” time period.
Report uses:
• Identify the amount of time that visitors stay on your site.
• Discover why your site has high traffic but low page depth penetration.
• Identify site content or promotions that trigger visitor interest.
• Average Time Spent on Site
Other calculations:
• Total Usage Minutes
SINGLE-PAGE VISITS REPORT/SINGLE ACCESS REPORTS

The Single-page Visits report shows pages that are most often both the entry and exit page for visitor browsing sessions. This means that
visitors view just this page without browsing to any other page in your site. Data for this report may be viewed for all but the “Hourly” time
period.
Report uses:
• Identify the entry pages that are least likely to compel a visitor to explore your Web site further.
• Get an overview of pages that are affected by single access pages.
• Optimize the content and navigation of Single Access Pages to reduce visitor exits.
Advanced Analysis Reports

Advanced Analysis reports show the true power of the Optimum Path engine, taking the other Paths reports one step farther by showing
the entire flow for user visits to your site. Reports in this section can show, for example, the top five previous pages up to three steps back
from the page in question.
PREVIOUS REPORT
The Previous Page report provides detailed site path analysis by showing you the pages on your site that visitors viewed prior to seeing a
selected page on your site. For example, the report will show you the top pages (in bold).
Following each landing page is a subsection that lists up to the five most common pages that were viewed prior to the landing page. For
example, you may want to know which pages brought visitors to the Home Page. You can do a search for “Home Page” or scroll down
until you find it listed in bold. The pages that were viewed before “Home Page” are listed underneath. In the Figure 5.3, 3.3% of “Home
Page” views came from “Affiliates.”
Figure 5.3: The Previous Page Report Details
You can also view conversion metrics for each of the Path Analysis reports. For example, in this image, you can see that 2.4% of site
revenue participation was contributed by the View Cart page. To customize the participation metrics shown for these reports, click either
Instances, or the Showing item in the Report Status header. Select Comparison Method then displays. The Success Metrics section
contains additional instructions for adding participation and custom metrics.

Figure 5.4: Drill-Down Popup Menu
The Previous Page report also provides additional drill-down functionality: Click any page name to bring up a Drill-Down menu, which
contains the following eight items:
• Open URL in a new window: Opens that site page in a new browser window.
• Site Traffic: Shows statistics for this page based on Page Views or Visits.
• Finding Methods: Shows statistics for this page based on Referring Domains or Visitors.
• Pages: Displays statistics for this page based on Page Summary, Clicks to Page or Time Spent on the page.
• Complete Paths: Review statistics for this page based on Full Paths.
• Advanced Analysis: Peruse statistics for this page based on Previous Page, Next Page, Previous Page Flow or Next Page Flow.
• Correlations: Shows statistics for this page based on Most Popular Channels, Referring Domains, Site Categories or Site
SubCategories.
• Rename Page: Quickly renames the selected page, perhaps for more intuitive page reference, etc.
Sometimes a page name or URL in the report table may not appear as a link, meaning you cannot use the Drill-Down menu. Many
things could cause this, including the fact that there may not be one URL associated directly with that page name (you may have several
URLs with the same page name) or the URL is no longer available (you have completely removed that page from the site).
Report uses:
• Identify the routes visitors take within your site.
• Learn fall-out information for a desired path by analyzing the Previous and Next Page reports for the pages in the desired path.
• Determine which pages feed visitors to important pages on your site.
• Analyze a signup page, for example, in order to understand which of your site pages is most effectively driving your visitors to sign
up or subscribe to your services.
NEXT REPORT
The Next Page report provides detailed site path analysis by showing you the pages on your site that visitors viewed after seeing a
selected page on your site. For example, the report will show you the top ten landing pages (in bold) to your site, with the five most
popular next pages listed below each landing page. This data can help you understand which content, features, etc., most often compel
your visitors to move through your site. The Next Page report has the same layout as the Previous Page report.
The Next Page report also provides additional drill-down functionality: Click any page name to bring up a Drill-Down menu.
Report uses:
• Identify the routes visitors take within your site.
• Learn fall-out information for a desired path by analyzing the Previous and Next Page reports for the pages in the desired path.
• Determine which pages feed visitors to other pages on your site.
• Understand which content, features, etc., are drawing the attention of your visitors.
PREVIOUS FLOW REPORT

The Previous Page Flow report graphically illustrates two levels of the most popular pages that your visitors view prior to the selected
page. The report also highlights when visitors enter your site.
When viewing this report, you will typically read from right to left, beginning with the selected page on the far right of the graph. The
pages that were viewed prior to the selected page are illustrated as a branch extending to the left of the selected page. The percentage

each page was viewed prior to the selected page is displayed beside the name of the page. The width of the line connected to each
previous-page graphically depicts this relative percentage.
The term "path views" is used to indicate the number of times a page was viewed, given the constraints of the displayed paths. For
example, the Privacy Policy page may have 10,000 total page views, but only 500 of those page views occurred immediately before the
Home Page, and so would have 500 “path views.”
Figure 5.5: Previous Page Flow Report
Continuing from right to left, a branch extends from each of the pages in the middle column, denoting the pages that were viewed
previously. Similarly, the relative percentage is depicted by the relative width of the line.
By default, this report displays five second-level branches and five third-level branches for each of the second-level branches. You can
expand the number of branches to view up to ten second-level branches and six third-level branches. Doing so will increase the height of
the report and most likely require scrolling to view the entire graph. If you want to see even more detail, you can switch to the Tabular
view, which shows you all of the previous pages, and all of the previous-previous pages. You can also invoke the page-specific popup
menu to reset the report.
Report uses:
• Understand what steps are taken most frequently prior to viewing a selected page.
• Optimize your site path design to funnel your traffic to a desired goal page.
NEXT FLOW REPORT

The Next Page Flow report graphically illustrates two levels of the most popular pages that your visitors view after the selected page. The
report also highlights when visitors exit your site.

Figure 5.6: Next Page Flow Report
When viewing this report, you will typically read from left to right, beginning with the selected page on the far left of the graph. The pages
that were viewed after the selected page are illustrated as a branch extending to the right of the selected page. The percentage each
page was viewed after the selected page is displayed beside the name of the page. The width of the line connected to each next-page
graphically depicts this relative percentage.
The term "path views" is used to indicate the number of times a page was viewed, given the constraints of the displayed paths. For
example, the Privacy Policy page may have 10,000 total page views, but only 500 of those page views occurred immediately after the
Home Page, and so would have 500 “path views.”
Continuing from left to right, a branch extends from each of the pages in the middle column, denoting the pages that were viewed next.
Similarly, the relative percentage is depicted by the relative width of the line.
By default, this report displays five second-level branches and five third-level branches for each second-level branch. You can expand the
number of branches to view up to ten second-level branches and six third-level branches. Doing so will increase the height of the report
and most likely require scrolling to view the entire graph. If you want to see even more detail at the different levels, you can switch to the
Tabular view, which shows you all of the next pages, and all of the next-next pages. You can also invoke the page-specific popup menu
to reset the report.
Report uses:
• Understand what steps are taken most frequently after viewing a selected page.
• Optimize your site path design to funnel your traffic to a desired goal page.
• Identify where visitors are going instead of your desired goal pages.

PATHFINDER REPORT
The PathFinder report uses Optimum Path technology to enable you to dissect your full site paths and look for trends, patterns and
fallout points. The PathFinder report reveals valuable navigational patterns, allowing you to analyze path fragments such as paths that
begin with a certain page, end with a certain page, contain a certain page or even ones that begin with one page and end with another.
The PathFinder report helps you discover the precise patterns that are instrumental to optimizing your site.
To generate a pathFinder report
1. Select the type of pattern you want to use. The first screen of the PathFinder report allows you to choose a predefined pattern
that can be used as a starting point. Alternatively, you can choose the custom pattern to being with a clean canvas. The
predefined patterns are:
• Precede Pattern: Analyzes the page(s) preceding a selected page.
• Follow Pattern: Analyzes and identifies the page(s) following a selected page.
• Bookends Pattern: Analyzes what happens before and after a selected page.
• Sandwich Pattern: Identifies and analyzes the page(s) between two pages.
• Custom Pattern: Allows you to build a custom pattern.
Figure 5.7: PathFinder Welcome Screen
2. Customize the pattern definition with the Pattern Builder: Drag and drop pattern objects onto the canvas to create custom
patterns that extract very detailed path fragment results.
3. There are two basic types of pattern objects: anchors and wild cards.
• Anchors: Constrain the result set to only those path fragments that match the anchor. For example, only entry paths are
shown if you specify "Entered Site" as the first step in your pattern.
• Wild Cards: Allow you to see varying elements within your path fragments. For example, all of the entry pages are shown if you
specify "Entered Site" as the first step and "Anything" as the second step in your pattern.

Figure 5.8: The PathFinder Builder
When you are satisfied with your pattern definition, click Run Report. The PathFinder will find all path fragments that meet the criteria
you specified in your pattern definition. The path fragments are listed in order of popularity, with the most frequently occurring path listed
first.
The objects that never change (anchors) are displayed in gray text, while the varying objects (wild cards) are displayed in black text.
Similarly, the wild card columns are emphasized with a white background to highlight the variations.
Examples of questions that can be answered with these reports:
• What are the most popular entry paths fragments following the home page?
• What are the most popular path fragments prior to exiting the site?
• What about when the privacy policy is the exit page?

Figure 5.9: Example of a PathFinder Report

Report uses:
• Discover the most popular paths following the home page.
• Identify whether or not the home page was an entry page.
• Uncover the most popular path fragments that lead to a specific page, such as the Shipping Policy page.
FALL-OUT REPORT
The Fall-out Report shows the number of visitors that successfully visited a set path of pages in order. It also shows conversion and fall-
out rates between each step. The Fall-out Report Builder allows you to define the specific order of pages that you want to include in a
path process. After running the Fall-out Report Builder, the resulting report displays information for visitors who enter the first page (or
node) and continue unconstrained through each subsequent page. Users successfully traverse defined paths when they successfully visit
all steps in the path in the correct order within a single session (without regard for the pages that were visited between steps).
Figure 5.10: Fall-out Report Builder
To generate a Fall-out Report
1. Click Launch the Fall-out Report Builder.

2. Customize the pattern definition with the Process Builder.
a. Drag and drop available site pages onto the canvas to create custom processes that you want to track. Dragging a page
above a canvas page inserts it before that location, and dragging a page below a canvas page inserts it after.
b. Dragging a page on top of another canvas page replaces the page on the canvas.
3. To narrow down the number of pages in the Select from Available section, type a page name or portion of a page name in the
Search All Available text box, and then click Search.
4. When you are satisfied with your pattern definition, click Run Report. The OptimumPath engine retrieves the data that meet the
criteria you specified in your process definition.
5. You can also click Clear Canvas to rebuild from a new canvas.

Figure 5.11: Fall-out Report Screen
The resulting report graphically displays the traffic your checkpoints received in the specified order. The Visits portion of the Process
Summary section displays the numbers of visitors who followed the defined path, as well as percentages of those who started the process
who continued on to each subsequent step. In the preceding figure, 2.6% of the visitors who entered the site made it to the View Cart
page by first visiting the Add Product to Cart page. While 56% of site visitors viewed the Add Product to Cart page, 95% of those visitors
never went back to view their cart and check out through the Billing process.
The Process portion of the Process Summary section shows the percentages of your site visitors that continued on to the next step, and
the percentage of those who fell out of the defined process. The Process Summary section also gives total conversion and total fallout
statistics, both in raw numbers and in percentages. In the preceding image, you can see that 168 out of 58,096 (or 0.3%) original site
visitors made it completely through the defined process during the selected time period. You can also see that 57,930 out of the original
58,096 (or 99.7%) fell out of the process before they made it to the end.
Conversion and fall-out rates are analyzed separately in the Conversion and Fallout Summary section. The two charts in this section
normalize conversion and fall-out percentages to allow the success rate of the various steps to be compared with each other. You can
also click any of the page names to show details for that page based on other site data (such as Site Traffic or Finding Methods).
Report uses:
• Understand where visitors are leaving a critical process.
• Analyze the affect of process changes.
• Identify process pitfalls and make changes to improve conversion.
ClickMap Reporting
The Optimum Path ClickMap represents a whole new way of viewing your Web analytics. In fact, this report is not a report at all, but
rather a method of understanding visitor behavior in line with your site. After installing the ClickMap browser plug-in you can browse your
site and see graphical click-stream information superimposed over the pages of the site. Each link is marked with a transparent, colored
"click-tag". The greater the intensity of the link color, the more often visitors have clicked it.
Not only does the ClickMap represent a new, more intuitive way to view your data, but it also opens access to behavior data to new
audiences who might not feel comfortable running and interpreting classic Web analytics reports.

USING CLICKMAP
Once you are logged in to the ClickMap Plug-in, you can browse your site with the click-stream data superimposed over any clickable
HTML element on your site’s pages. Holding your mouse over any element displays a yellow flag showing the metrics associated with it,
including the raw metric number and the rank among all elements on the page.
Figure 5.12: ClickMap Sidebar
You can click the pushpin in the top-right corner to make the respective flag sticky and display the conversion metrics for the respective
HTML element, or click the Close button ( X ) in the same corner to close the flag. When conversion metrics are being tracked and are
enabled in ClickMap by the account manager, you can click the Funnel button in the bottom-right corner of the flag to view a conversion
report for the element. Once in the conversion report, you can also click Edit to change the metrics that are displayed in the conversion
report. For instructions on changing these metrics, please see “Changing the Selected Events” on page 64.
The ClickMap report in the browser’s sidebar allows you to change the reporting options, and provides quick visual interpretation of the
results. The ClickMap report is divided into the following sections: Site/Segment, ClickMap Options, Page Metrics, and Related Reports.
Site/Segment
This section acts as the Account Information header and provides the same functionality. From here you can change the site you are
viewing, view the title of the page you are visiting, and log out of the plug-in.
You can hover over the Page section to see the entire page name or URL.

ClickMap Options
This section acts much like the Display Options button in the Report toolbar, and allows you to change the metric reported, modify the
appearance of the ClickMap overlay, and select the items that are marked. Available options include:
• Date: Acts as the Calendar section of the other SiteCatalyst® reports. Clicking the linked date brings up a Calendar with Calendar
and Range tabs, where you can select the time period for which the report displays data.
• Reporting Metric: Allows you to change the metric for which the report displays data. For example, if you change the selection in
this section to Revenue, the overlays on the page change to show the revenue each link generated. You can select standard
(Revenue, Orders, Units, Carts, Clicks, and Checkouts) or conversion (Dollars Per Click, Orders Conversion, Units Per Click, Carts
Conversion, and Checkouts Conversion) metrics. Items with a gray background are category headings, not selections.
• Color Key: Lets you choose the color you want to use for your click-tags. It also provides a color intensity legend and opacity
selector. Links are shaded by a selected color variation. The darker the shade, the more clicks that occurred on that link. The
color intensity legend provides a guide by which you can judge the percentage of total page clicks that were made on each link.
The Overlay slider allows you to determine the relative opacity (transparency) of the click-tags on the page.
• Display Conversions/Total Value: Appears when you have selected a reporting metric other than “Clicks.” When a standard
metric has been selected, this becomes the Display Conversions section, and when a conversion metric has been selected, this
becomes the Total Value section. Selecting the first checkbox in the section allows you to see both metrics for each link. For
example, if you selected Revenue as the selected metric, selecting the Display Conversions checkbox lets you view Revenue per
Click for the selected link.
• When the Display Conversions/Total Value checkbox is selected, you can also choose to make the yellow metrics flag sticky and
view a graphical report of the conversions associated with the link (such as Clicks to Orders to Revenue). If the first checkbox is
selected, you can also choose to display enhanced flags. Enhanced flags display a darker “rule” to the right of the click-tag, to
visually show the rank of the conversion or value.
• Auto Flag: Makes the top X metric flag sticky on the Web page you are viewing. Select the links next to this item to choose the
number of items you want to make sticky as well as the items you want to identify (such as top values, bottom values, or top
converters). Even with this item enabled, you can place your mouse over unmarked elements to view the respective metrics.
• Display Page: Causes your Web page to disappear when it is disabled, leaving only the click-tags. This can be especially useful to
reveal clicking patterns, such as if links at the top of a page are clicked more than those at the bottom, etc.
Page Metrics
The Page Metrics section shows additional information about the page you are viewing. The following table explains the data contained
in this section.
Table 5.1: Page Metrics
METRIC DESCRIPTION
Total Site Metrics The total of the selected metric for the entire site you are viewing.
(Orders, Revenue, etc.)
Total Page Metrics The total of the selected metric for the page you are viewing.
(Orders, Revenue, etc.)
Page Participation The percentage participation of the page you are viewing to the entire site for the
selected metric.
Total Page Views The number of page views that were generated by the page you are viewing.
% of all Page Views The percentage of total site page views that occurred on the page you are viewing.
Entry Count The number of page views on this page that were the first page views on the site.
Exit Count The number of page views on this page that were the last page views on the site.
Single Page Visits The number of visitors that did not visit any other page on your site (only viewed the
page for which you are viewing statistics).
Avg. Clicks to Page The average number of pages that were viewed before arriving at the one you are
viewing.
Avg. Time Spent on Page The average amount of time that visitors spent on the current page.

METRIC DESCRIPTION
Number of Reloads The number of reload requests that were made by visitors on the current page.
Related Reports
The Related Reports section provides links to reports that may be useful when analyzing your ClickMap data. Clicking any of these report
links causes the requested report to load in a new browser window with the same date and site options. By opening the report in a new
window, you can evaluate your click-stream data side-by-side with the requested report data. This section also contains a Links Not
Found option. Clicking this option brings up the Links Not Found page, which shows the links that SiteCatalyst® is no longer able to
identify. SiteCatalyst® may be unable to locate some links because they no longer exist on the page, or because the link has moved too
much due to content changes. Complex scripting may also make it difficult for SiteCatalyst® to locate links. You can change the search
intensity on this page to identify a greater number of links that are missing or broken.
Increasing the Links Not Found search intensity may fail to correctly track duplicate links that point to the same page, causing some links
to be incorrectly assigned to each other.

CHAPTER 6
Other Tabs
Settings Tab
The following figure displays the settings page.
Figure 6.1: Settings Page
The Settings tab takes you to the Settings Manager page, where administrators set SiteCatalyst® options, such as general settings and
page naming. Settings options are divided into the following major areas:
• Administration
• General Settings
• Campaign Management
• Target Management
Each of these areas is discussed on the following pages.
ADMINISTRATION
Administration functions have been grouped in a central administration console that can be accessed by administrators by clicking the
Administration Console link. These functions can also be found in the top right corner of the product by clicking the Admin tab.

Chapter 6 Other Tabs
GENERAL SETTINGS
Name Your Pages

The Name Your Pages setting enhances how you view your SiteCatalyst® reports by letting you create user-friendly names, instead of
identifying pages by their (usually long) URL strings. By default, SiteCatalyst® tracks the pages of your Web site using the exact URLs
(without the query string). Naming your pages enables SiteCatalyst® to track statistics according to page names instead. To do so, we
recommend that you name your pages as soon as you start using SiteCatalyst®. The page names will start appearing on reports as soon
as the page names are saved.
NOTE:
• URLs of pages to be named do not appear on this page until they have registered at least one page view.
• SiteCatalyst® will not retroactively change the reported URL strings to the new names.
To name your pages
1. Click Name Your Pages in the Settings page.

2. Click Continue on the page that notifies you that any changes you make will affect the way SiteCatalyst® processes and stores
your data.
3. Type the names for the corresponding pages in the text box below each page URL.
4. If you give the same name to multiple pages, the data for those pages will have the same name in SiteCatalyst® Reports but will
show up as different line items.
5. When you have finished naming your pages, click Save Changes at the bottom of the page.
6. Click Continue to confirm the changes you made and return to the Settings page.
The most effective way to name your Web site pages is through the SiteCatalyst® code itself. Two benefits of naming your pages through
the code are:
• You can dynamically name your pages instead of manually naming your pages on an individual basis (as is done on the Name
Your Pages function), and
• Differing domains connecting to the same page automatically aggregate all the page views to one.
For example, if the page name is “Test Home” and the URLs are www.test.com/page.html, www.site.com/page.html, and
www.testsite.com/page.html, page views would be combined under the name “Test Home.”
Remove Pages
The Remove Pages option lets you change the status of undesired pages to the “Other Pages” category (see the “Most Popular Pages
Report” section for more information on “Other Pages”). This simplifies your SiteCatalyst® reports and make them easier to read.
Examples of pages you may want to remove include:
• Temporary test pages onto which you pasted SiteCatalyst® code.

• Pages that no longer exist on your site.
• Occasional bad information returned to SiteCatalyst® by older browsers.
To view statistics generated in the “Other Pages” category, go to the Most Popular Pages report and do a search by “other.”
Pages cannot be taken out of the “Other Page” category once they have been removed. If you are unsure if certain pages should be
moved to the “Other Page” category, check with your Account Support Manager.
To remove pages
1. Click Remove Pages in the Settings page.

2. Select the checkbox next to the name or URL of the page you want to remove. You can make sure you are removing the proper
page record by clicking the page name or URL. This opens a new window displaying that page.
3. You can also click Check All to select all your pages for removal. (This might be useful if you need to reset the statistics for your
entire site.)

4. When you have finished selecting the pages to remove, click Delete Checked Pages at the bottom of the page.
Removed pages containing SiteCatalyst® code reappear on your reports whenever they are viewed again. To prevent this, completely
remove the SiteCatalyst® code from the page(s) you removed.
Add Calendar Events

Calendar Events allow you to specify events that either have occurred or will occur and are of importance to the company when
measuring metrics before, during or after the event.
Calendar Events are displayed in the Presets list on the Range tab, and can be selected when viewing trended and over-time reports
whose data includes the event. Calendar Events can also be used for A/B comparison of any two events.
When you select Add Calendar Events from the Settings tab, the following screen is displayed:
Figure 6.2: Calendar Events Manager
From this screen, you can perform the following tasks:

• View existing events: Listed on this screen.
• Enable/disable an event: Toggle the event on/off.
• Share/unshare an event: Share/unshared the event. Shared events are moved to the lower section of the Calendar Events
Manager.
• Edit an event: Opens the Add/Edit Event dialog box to modify the event.
• Delete an event: Deletes the event from the list.
• Add New: Opens the Add/Edit Event dialog box to create a new event.
• View shared events: Listed in the lower frame.
• Receive a copy of the shared event: Places a copy of the event in your Events list, which you may then modify for your own
use. (This option is not available for the event owner, as it is enabled by default.)
• View the shared event on a report: Toggle On Reports on/off to view the shared event on reports. (This option is not available
for the event owner, as it is enabled by default.)
NOTE: This setting differs from the Display Options Show calendar events on reports setting, as it applies only to the selected event.
The Display Option setting applies to all calendar events.
• Unshare the event: Unshares the event.
Clicking Add New… or Edit displays the following screen:

Figure 6.3: Add/Edit Calendar Event
From this screen, you can create new calendar events or update existing events.
• Title: Enter a brief, descriptive event title.
• Event Date: Enter the date(s) of the event. For a single-day event, enter the same date in both fields.
• Note Text: (optional) If desired, you may enter a brief, descriptive note about the event.
• Display Icon: From the drop-down list, you may select the icon you wish to use to represent this event on reports.
• Highlight Color: From the drop-down list, you may select the color of the icon to be used to represent this event on reports.
Displaying Calendar Events

If you have enabled the Display Calendar Events option in Display Options, any Calendar Events occurring during the date range selected
for the report (including default date ranges) will be displayed as shown in the following illustration. (See Display Options for instructions
on displaying Calendar Events in reports).

Figure 6.4: Calendar Events Within a Report
You can see the following in Figure 6.4:

• Multi-day events are indicated by a colored bar, while single-day events are indicated by a point.
• While events are not displayed in Ranked report graphs, if events occur during the selected date range, they will be listed in the
lower portion of the report.
You can do the following within Figure 6.4:
• Click View Events (above the graph) to go to the list of all events.
• Hover the cursor over an event to display event details.
• Click View Events (above the graph) to go to a list of Calendar Events displayed at the bottom of the report.
To view a report for a specific Calendar Event date (or date range)
1. Click the Range tab.

Figure 6.5: Select Calendar Events
2. From the Select Preset box, choose “Calendar Event”. A dialog box appears, from which you may select the desired event.
3. Select the desired event, and click OK.
4. Click Run Report.
SiteCatalyst® generates the report. As illustrated in the following sample report, the report is generated for the specific date range
corresponding to the Calendar Event that was selected. Other Calendar Events occurring during the same date range are also
shown.
Figure 6.6: Report for Specific Calendar Event Date Range
Add Your Notes

This section lets you add custom notes to any report in SiteCatalyst®. Each company has different ways to use the data contained in
these reports, or different instructions for processing the report data. This setting allows you to insert those instructions, information or
procedures in any report to better help those responsible for acting on the report information.

To add a note
1. Click the Add Note button ( ) next to the report you want to modify. The Add/Edit Notes dialog box displays.
Figure 6.7: Edit Notes Screen
2. Type a title for the note in the Notes Title field.

3. Type the text of the note in the Notes field.
4. Click OK.
If a note is associated with a report, the Add Note button ( ) is replaced with the Edit Note ( ) and Delete Note ( ) buttons,
allowing you to read/edit a note, or remove it.
Administrators also see an Add Note button in the main report bodies, allowing them to add notes interactively while viewing reports.
Exclude by IP Address
The Exclude by IP Address option lets you use IP addresses to prevent SiteCatalyst® from recording site data registered by certain visitors.
All devices connected to the Internet are assigned numerical IP addresses (typically through Internet service providers) that act as
electronic identifiers. Page views are counted and unique page visitors are identified through IP addresses as well as by cookies.
By excluding an IP address from being counted, you prevent SiteCatalyst® from tracking statistics registered by that address. This can be
used, for example, to allow you and your colleagues to visit your site without skewing traffic data. You may exclude up to five different IP
addresses or ranges of addresses. Exclude by IP Address works only if you have a static connection to the Internet (e.g. a dedicated
Internet connection, like a LAN or T1 line). This option will not work for individuals who use a dial-up Internet connection.
To exclude an IP address
1. Click Exclude by IP Address from the Support Manager page.

2. If you know the IP address you want to exclude, type it into the IP Address Exclusion fields.
You can use wildcard indicators (*) to exclude a range of addresses. For example, 0.0.*.0 would exclude all IP addresses
between 0.0.0.0 and 0.0.255.0.
Figure 6.8: Exclude by IP Address Range

3. If you do not know the numerical IP address, do one of the following:

a. Find out the IP address through Windows Settings (contact your local network administrator).
b. Exclude statistics by a specific computer. (See “Exclude by Computer” on page 147.)
4. Click Exclude this IP. Your IP address is added to the list just below this button. Any data generated by the addresses in this list
will not be included in the SiteCatalyst® reports.
5. When you have finished, click Return to Settings.
6. Click Reactivate to allow SiteCatalyst® to track data generated from that corresponding IP address.
Exclude by Computer
The Exclude by Computer option lets you prevent SiteCatalyst® from recording site data registered by a certain visitor. SiteCatalyst®
remembers excluded computers through the use of cookies stored on the user’s computer. The Exclude by Computer option must be
enabled from the computer you wish to exclude. In addition, exclusion by computer works only if 1) you access your Web site from the
same workstation, 2) your cookies are enabled in the browser you are using, and 3) your cookies are not deleted (if cookies are deleted,
you must exclude yourself again).
To exclude by computer
1. Click Exclude by Computer from the Settings Manager page. Remember, this must be done from the computer you want to
exclude.
2. Click Exclude this Computer.
3. Click Return to Settings to return to the Settings Manager page.
If you want to reactivate an excluded computer, follow the preceding steps, clicking the Reactivate this Computer button in step
2 rather than Exclude this Computer. Reactivation must also be done from the computer you want to reactivate.
Key Visitors
The Key Visitors option lets you track up to five (5) key visitors. Key visitors may be competitors or potential investors that you are
interested in monitoring. Visitors are tracked by URL, meaning that all visitors originating from particular URL are tracked in the Key
Visitors category.
To edit key visitors
1. Click Key Visitors from the Settings Manager page.

2. Type the URL of the visitor you want to track. For example, if you want to track visitors from ABC company, you could type
“www.abc.com” in the Key Visitor text box.
3. Click Update to save the key visitor you entered.
4. Click Return to Settings to return to the Settings Manager page.
Account Activity
The Account Activity tool provides an online summary of the key activity on your site, which is based on page views and links. It provides
the grand total of page views and the three different types of links (Exit Links, Custom Links, and File Downloads) in a single location.
Change the date for which you view these statistics by clicking the drop-down box next to Select Date, and then choosing the desired
time period (by month).
If you have multiple report suites within your company, the same information is displayed on a per-report-suite basis.

Figure 6.9: Account Activity Page
CAMPAIGN MANAGEMENT
Set Up Campaign Classifications

The Campaign Classification Manager allows you to easily and quickly configure attributes available in campaign reporting.
Classifications allow you to group data in multiple ways, augmenting the data tracked by SiteCatalyst® to suit your company’s needs.
SiteCatalyst® provides two domains in Campaign reporting: “Campaigns” and “Creative Elements”. You can create and edit
classifications for both domains using this tool. In addition, you can also create Item-specific Metrics for Campaigns. You can create and
edit Campaign Classifications, Campaign-specific Metrics and Creative Element Classifications.
Campaign Classifications have been relocated to the Administration Console; please go to the Admin tab, click the Report Suites button,
click Edit Settings, browse down to the Conversion link, and select Conversion Classifications. You may also use the SAINT tool,
discussed next.
Create or Edit Campaigns

The Create or Edit Campaigns portion of the Settings page has been discussed earlier; see Campaign Management, found in Section 3.
SAINT
The SiteCatalyst Attribute Importing and Naming Tool (SAINT) allows users to bulk-import additional data attributes, or dimensions, to
the data collected about web site activity. By augmenting the data elements collected by SiteCatalyst® with these attributes, the user can
access much deeper and more complex reporting capabilities. Download a template from SAINT by going to the Settings tab, clicking
SAINT, and then clicking Download Template. For instructions on creating and using SAINT templates, please refer to the SAINT
tutorial, or contact you Account Support Manager.
For instructions on working with SAINT, please refer to “SAINT” on page 80.
TARGET MANAGEMENT
Import Targets
You may find it more convenient to import your target data from a previously defined spreadsheet. SiteCatalyst® provides you with
templates for organizing this data, as well as the tools for importing it.
To download Target templates:

• From the SiteCatalyst Settings Tab, select Import Targets.
• From the Target Manager, click Import.

Figure 6.10: Import Targets

• Click Download Template.
• Click the Download Template tab at the top.
Figure 6.11: Download Template Screen
3. To import your target data, you must use the correct format. Select the desired format from the drop-down list and click
Download Template.
4. Select the Target format for importing Target data.
5. Select the Accountability format for importing Accountability Matrix data.
6. Save the template to your system. You can then open the file in a spreadsheet application, and use it to enter your target data.
When importing Target data, use a format similar to that shown in Table 6.1:

Table 6.1: Target Data Format
BREAKDOWN TARGET
TARGET NAME METRIC BREAKDOWN GRANULARITY START DATE END DATE
TYPE VALUE
2005 Revenue Revenue Category Electronics Monthly 01/01/05 01/31/05 10000
NOTE: The values in the first five columns must be identical. Be aware that if the target will be applied to your Entire Site, the
“Breakdown Type” column should be left blank.
When importing Accountability Matrix data, use a format similar to that shown in Table 6.2.
Table 6.2: Accountability Matrix Data
TARGET NAME 2005 GOALS

X-AXIS BREAKDOWN TYPE SALES
Y-AXIS BREAKDOWN TYPE PRODUCTS
START Y-AXIS TARGET

END DATE X-AXIS BREAKDOWN
DATE BREAKDOWN VALUE
01/01/05 01/31/05 Jeremy A Monitor 1735 5000
02/01/05 02/28/05 Victor A Monitor 2100 5000
To import target data
1. From the SiteCatalyst Settings Tab, select Import Targets.

The Import Targets dialog box opens.
• Click on Import Data.
• Click on the Import File tab at the top.

Figure 6.12: Import a File
3. Select the Type of Import you wish to perform (Target or Accountability).

4. Select the Report Suite into which you wish to import the data.
5. Identify the Target File. If you do not know the filename and path, you may use the Browse button to locate it.
6. If you have previously entered data into your target, you will need to select the Replace Existing Targets option for the new data
to replace the current target data. Import cannot edit target data – it only replaces via mass delete-and-insert.
7. When you are finished, click Import File to import the target data.
Tools Tab
The Tools tab takes you to the Tools page, which contains downloads and links to SiteCatalyst® utilities. These utilities include ClickMap,
Direct Access, Dashboard Player, Excel Client and Digital Signature Verification.

Figure 6.13: The Tools Page
CLICKMAP
The ClickMap plug-in lets you view the SiteCatalyst® ClickMap overlays on your site. With this plug-in, when viewing your site you can log
in and view statistics for the various sections of your site, such as clicks, orders, or units for site elements such as links and menu items.
The Optimum Path ClickMap has the following SiteCatalyst® code and system requirements:
• Code Requirements
• SiteCatalyst® Tracking code version G or later (contact your Account Support Manager to upgrade)
• System Requirements
• Windows 98, ME, NT4, 2000 or XP
• Microsoft Internet Explorer 5.5 or later
To install the ClickMap Plug-in
1. Click the Tools tab.

2. Click the ClickMap Installation page link.
3. Click Install the ClickMap Plug-in.
4. Click Yes in the message that appears to confirm the installation. The ClickMap plug-in installs.
5. Restart your computer
6. Open a Web browser, and then navigate to the Web site containing the SiteCatalyst® Tracking code
7. Click the SiteCatalyst ClickMap ( ) button in the browser’s toolbar. The login page appears in the Explorer sidebar.
8. Log in as you would to SiteCatalyst®, entering your company name, user ID and password, and then click Login to SiteCatalyst.
The data for each page you visit appears in the browser sidebar. Link data also appears superimposed on your Web site pages

DIRECT ACCESS
SiteCatalyst DirectAccess provides desktop access directly to your personal dashboards and bookmarks, or dashboards and bookmarks
that have been shared through your company.
To install and configure DirectAccess

2. Click DirectAccess Installation Page.
3. Click the Download DirectAccess button for the Operating System you are running. There is support for either the Windows or
Mac operating systems.
Installation for Windows Users
1. Save the installer to your computer. After the file has saved, double-click the installer file.
2. Follow the instructions in the installer program to complete the installation.
3. In the SiteCatalyst Login page that appears when you complete the installation, enter your SiteCatalyst® login information.
DirectAccess uses this login information when it syncs your dashboards and bookmarks.
4. Click the DirectAccess ( ) button in the Windows system tray.

5. Select if you want DirectAccess to start when Windows starts.
To use DirectAccess for Windows users
1. Set up and configure any dashboards and bookmarks you wish to view.
a. In the Dashboard Manager in the reporting interface, specify which dashboards you would like to be available through
DirectAccess.
b. In the Bookmark Manager in the reporting interface, specify which bookmarks you would like to be available through
DirectAccess.
2. Click the DirectAccess ( ) button in the Windows system tray.

3. Select the Synchronize Now option. Enter your login information, if requested.
4. To test your DirectAccess setup:
a. Click the Windows Start button, then point to Programs, then Omniture SiteCatalyst®, then dashboards, and click the
dashboard you wish to view. You can view personal dashboards or shared dashboards, if configured. Your browser will start
and automatically log you in to SiteCatalyst® to view your selected dashboard.
b. Click the Windows Start button, then point to Programs, then Omniture SiteCatalyst®, then Bookmarks, and click the
bookmark you wish to view. You can view personal bookmarks or shared bookmarks, if configured. Your browser will open and
automatically log you in to SiteCatalyst® to view your selected bookmark.
5. To log in to SiteCatalyst®, click SiteCatalyst Login from the Omniture SiteCatalyst menu.
Installation for Mac users
1. Save the downloaded file to your computer. After the file has saved, extract the file. You now have the DirectAccess widget on
your computer.
2. Double-click the Direct Access.wdgt file.
3. When prompted, click Install.

Figure 6.14: Install DirectAccess Widget
4. After the installation finishes, select Keep to put the DirectAccess widget in your dashboard.
To use DirectAccess for Mac users
Figure 6.15: Set Up Dashboards
1. Set up and configure any dashboards and bookmarks you wish to view.
a. In the Dashboard Manager in the reporting interface, specify which dashboards you would like to be available through
DirectAccess.
b. In the Bookmark Manager in the reporting interface, specify which bookmarks you would like to be available through
DirectAccess.
2. Click the ( ) button at the bottom right corner to configure the widget.
3. Upon clicking the ( ) button, the widget flips over and you can enter your SiteCatalyst company name, user name and login
and click Done.
Figure 6.16:

4. Select the dashboard or bookmark you wish to see.

Figure 6.17: Select a Dashboard or Bookmark
5. If you choose a Dashboard, select which reportlet you wish to see.

Figure 6.18: Select a Dashboard Reportlet
6. You now see the DirectAccess widget in your dashboard.

Figure 6.19: Widget Icon
OMNITURE DASHBOARD PLAYER

Omniture Dashboard Player is a Flash-based tool that displays the reportlets from selected dashboards in slide show fashion on your
screen.

Figure 6.20:
If you move the mouse over the slide show while it is playing, the Player Controls appear. These controls allow you to:
• Go to the next or previous slide.
• Pause on the current slide or Play next.
• Open the Player Console.
The Player Controls fade away after the mouse is still for five (5) seconds. Any mouse movement restores the Player Controls.
The Player syncs periodically with SiteCatalyst® for real-time data. If it has been unable to sync for 24 hours (meaning that the data
being shown is now more than 24 hours old), the application displays a slide at the end of the play loop indicating that the application
has been unable to connect to the server.
This feature is available as a standalone application and also as a screensaver.
To install the Omniture ® Dashboard Player
1. From the Tools tab, select Dashboard Player.

2. The Dashboard Player Installation dialog box appears.

Figure 6.21: Dashboard Player Installation
3. Click Install the Omniture Dashboard Player and save the file to a location on your computer. Then, when given the option, click
Run the program. Alternatively, you may navigate to the file location and double-click the setup file to launch the installation
wizard.
The Dashboard Player Setup Wizard screen appears:
Figure 6.22: Welcome Screen
4. Click Next.
5. Read through the license agreement, and click I Agree.
6. Optionally select Screensaver to install the screensaver. Click Next.

Figure 6.23: Select Components
7. Type or browse to set an installation location in Choose Install Location.

Figure 6.24: Set Installation Location
8. Select or type the name of the Start menu folder. Click Install.
Figure 6.25: Choose Start Menu Folder
9. Check the appropriate box if you want to run the Dashboard Player, then click Finish.
NOTE: You may run Dashboard Player at any time from the Windows Start menu by pointing to Programs, then Omniture
SiteCatalyst, and then click Omniture Dashboard Player.

To launch the Omniture Dashboard Player
1. Click on the Dashboard Player desktop icon or choose the Dashboard Player option from the Windows Start menu by selecting
Programs > Omniture SiteCatalyst > Omniture Dashboard Player.
The Omniture Dashboard Player processes your request through SiteCatalyst®. You must log in to SiteCatalyst to continue.
2. Type your login information, using the same credentials you use to login to SiteCatalyst®, and click Submit.
Dashboard Player Console

The first time you launch the Dashboard Player, the Dashboard Player Console appears, allowing you to select the dashboards to be
displayed and customize the display options.
• You may select any or all of your available dashboards (including Shared dashboards) to be included in the Dashboard Player.
• You may choose a “skin” to further customize the appearance of your display.
• You may select the Play Speed, to adjust the frequency of the slide-swap.
• If you wish to display your corporate logo in the header, you may select that option and click the Click to configure link to browse
for the logo icon you wish to display.
Figure 6.26: The Dashboard Player Console
After you configure the Dashboard Player, the console does not appear at login, but you can access it at any time from the Dashboard
Player by clicking the Tools button on the Player Controls.
Figure 6.27: Tools Button
Dashboard Player Menu Options

Dashboard Player has three menu options, which allow you to perform the following tasks:
• File Menu: Allows you to exit (close) the Dashboard Player. You may also close the Dashboard Player by clicking the Close button
(X) in the upper-right corner.

• Tools menu options allow you to:

• Edit Your Login: Opens the login dialog box, allowing you to log in as a different SiteCatalyst® user.
• Edit Your Dashboards: Opens the currently playing SiteCatalyst® Dashboard, allowing you to make modifications to the
dashboard.
• Update the Current Slide: Updates the current slide with the most recent data.
• Update All Slides: Updates all slides with the most recent data.
• Help Menu: Provides version information about SiteCatalyst® Dashboard Player.
EXCEL CLIENT
SiteCatalyst® has an Excel integration tool that allows you to install the SiteCatalyst® Excel Client toolbar. Once installed, you can log in
and then build data blocks from within Excel. These data blocks can then be refreshed to get real-time updates. You can also
dynamically reference spreadsheet cells in the data definition, utilize breakdowns where available, and exchange workbooks through the
Workbook Library.
To download the Excel Toolbar

2. Click Excel Client Download Page.
3. Click Install the SiteCatalyst Excel Client. You must have a valid license for this tool for this button to appear.
4. Save the installation file to your computer.
5. Navigate to and double-click the file you downloaded.
6. Click the option button stating you accept the terms of the license agreement and click Install.
To log in to the Excel Client
1. Start Microsoft Excel.

2. Click Login.
3. Enter your login information and click Login.
NOTE: If your version of the client is outdated, a message appears, informing you that an updated version is available. Click
Download Now to download and install the newer version.
4. Click Close Window in the Login Success page.

5. Click Logout.
To insert a data block
1. Click Insert Data Block.

2. Select a Data Extract Bookmark, if available. If not, click New Data Block.
3. Click Next.
4. Choose the reporting suite you want to use from the Select a Report Suite drop-down list. You can also select an Excel cell that
contains a Report Suite ID.
5. Click Next.
6. Build a data block, and then click Next. (“Realtime Data Extracts” on page 26)
7. Complete the options in the Format Options section:
a. To display headers, select the Display filter, row, and column headers checkbox.
b. To change the headers to Excel drop-downs, select the Change column headers to Excel filter drop-downs checkbox.
c. To generate an auto-outline, select the Perform Auto Outline checkbox. You can click Sample to view how these options will
look in Excel.
8. Type a name for the data block in the Data Block Name field.

9. Type or select the location where you want the data block placed in Excel in the Select Insert Location field.
10. You can click Select next to this field to select the beginning cell of the cell block in which you want the data placed.
11. Click Insert.
12. Click Done.
13. Save your new Excel worksheet.
To update your worksheet
1. Open a saved Excel worksheet containing a data block.

2. Click Refresh Worksheet.
3. Refresh all inserted data blocks by clicking Refresh All.
To share your worksheet
1. Click the Workbook Library button in Excel, or click Excel Workbook Library from the Tools tab in SiteCatalyst®.
2. Click Browse next to the File field.
3. Navigate to and select the worksheet you wish to share.
4. Enter a description for the worksheet in the Description field.
5. Click Upload Now.
6. Edit or delete a shared worksheet by clicking the appropriate link in the Workbook Library page. Download a shared worksheet by
clicking the file name or Download in the Workbook Library page.
You can upload your current worksheet without having to browse to it by saving the worksheet and clicking Add to Library.
DIGITAL SIGNATURE VERIFICATION
This feature allows you to validate the authenticity of a data file from SiteCatalyst® by verifying the companion Digital Signature file.
To verify a SiteCatalyst ® file digital signature
1. After you receive the file, save the main file and the digital signature file to your computer.
3. Click Verify Digital Signature File.
4. Click Browse next to the Report File field and navigate to and select the report file you received.
5. Click Browse next to the Signature File field and navigate to and select the signature file you received.
6. Click Verify Signature.
7. Click Verify another to verify another file.
Permissions Tab
The Permissions tab allows SiteCatalyst® users to change their contact information and see who their SiteCatalyst® administrator is. For
administrators, the Permissions tab takes you to the Permissions page, which allows administrators to set and modify User, Group and
Report Suite settings, as well as view the Security & Access Log and the Report Suite Change log.
NOTE: The Permissions function is available via the Administration Console. All administrators are redirected to the Administration
Console. The following illustrates functions performed by those with Administrator access. Without it, you cannot perform the steps
described.

ADMINISTRATIVE TASKS
The Permissions page can be navigated in one of two ways:
• Click any of the Edit buttons at the bottom of each main section.
• Click any of the linked tabs on the top of the Permissions page.
The administrator controls Users, Groups and Sites from the Permissions page.
• From the Users section, administrators add, delete or modify SiteCatalyst® users. The administrator also assigns site roles to each
user when they are created.
• From the Groups section, the administrator creates groups that allow a certain level of access to one or more SiteCatalyst® report
suites.
• From the Report Suites section, the administrator can view the sites that are being tracked by SiteCatalyst®, as well as the users
that have access to each site’s statistics.
• The Usage Report link takes administrators to the Usage report where you can view, search on, and download system usage
statistics, such as who logged in and when, and what was viewed.
For first-time setup, you should first create the groups (which determine the level of access) and then assign users to the appropriate
groups.
Figure 6.28: The Permissions Page
USERS
From the Users section, administrators add, delete or modify SiteCatalyst® users, including temporary user accounts. The administrator
assigns groups to each user when they are created. Administrators can also search for specific users and download a report of all system
users.

Figure 6.29: User Permissions
To search for a user
1. Click the Users tab from the Permissions page.

2. Select the field on which you want to search from the Search by drop-down list.
3. Enter a search value in the text box next to the Search by drop-down list.
4. Click Go to perform your search. The list displays only the user accounts that match your search parameters. Searches are
performed on “contains” logic, meaning all users containing the value you entered will display.
5. Click Clear to reset your search and display all user accounts.
To create a user

2. Click Add New User. The View/Edit User page appears.
3. Enter the new user’s first name, last name, job title and e-mail address in the appropriate text boxes under the Contact
Information section.
4. Type the user’s user name in the User Name field under the Login section.

Figure 6.30: Add a New User
5. Type the user’s password in both the Set Password and the Confirm Password fields.
6. If you want to force the user to change the password the first time they log in to SiteCatalyst®, select the checkbox next to
Require User to change password on next login.
7. To create a temporary login, select the Login valid from checkbox, and then enter the dates for which you want the account to be
active in the from and the to fields. You can also select dates for these fields by clicking the Calendar button next to each field.
8. When the checkbox is selected, the default time period for the account is two weeks. Additionally, users with temporary accounts
will be notified ten days prior to expiration that their account is about to expire, and will be notified that the account has expired
at login attempt. Expired user accounts remain valid accounts that can be re-activated until an administrator specifically deletes
them.
9. Under the Access section, select the level of permissions the user will have: either Administrator or User.
10. Administrator permissions give the user full access to all reports, sites and pages in SiteCatalyst® for your company, as well as
add, edit or delete other users. User permissions give the user access only to the portions of SiteCatalyst® that you set.
11. If the User option was selected in the last step you must assign him/her to the group(s) that grant the desired level of access in
order for the user to have access to any data in SiteCatalyst®.
12. Assign the new User to groups by selecting the desired groups in the Define Group Membership box, and then click Add.
13. Remove group assignments by selecting those you wish to remove in the box to the right, then click Remove. The Group is
returned to the left-side box.
14. If none of the listed groups meet your needs, you may save the user without assigning a group. You can then go to the Groups
section, create a group granting the desired level of access, and then add this user to the new group. (See the following Groups
section for instructions on creating and managing groups.)
15. Click Save Changes to save the new user and settings.
To edit a user’s permissions

2. Click Edit in the Manage column next to the name of the user you want to modify. You can also click the linked login of the user
account you want to modify (in the Login column).

3. Change the settings you want to modify, according to the instructions in the “To Create a User” section (discussed previously).
4. Click Save Changes to save your changes.
To download user report details

2. Perform a search to limit the users displayed to your desired settings.
3. Click Download Report at the right of the User Logins header.
4. Click Save to save the report to your computer.
5. Open the report in any program that will display delimited files (such as Excel or Notepad).
To Delete a User

2. Click Delete next to the name of the user you want to remove. A delete confirmation screen appears.
3. Verify that the user listed in the delete confirmation page is the user you wish to remove.
4. Click Delete.
GROUPS
From the Groups section, the administrator has complete control to create and configure user permissions, including available report
suites, access to the reports in the selected report suites, and user logins associated with each group.
Figure 6.31: Group Permissions
To search for a group
1. Click the Groups tab from the Permissions page.

2. Select the field on which you want to search from the Search User Groups drop-down list.
3. Enter a search value in the text box next to the Search User Groups drop-down list.
4. Click Go to perform your search.
5. The list displays only those groups that match your search parameters. Searches are performed on “contains” logic, meaning all
groups containing the value you entered will display.
6. Click Clear to reset your search and display all groups.

To download group report details
1. Click Groups from the Permissions page.

2. Perform a search to limit the users displayed to your desired settings.
3. Click Download Report at the right of the Groups header.
5. Open the report in any program that will display tab-delimited files (such as Excel or Notepad).
To edit a group
1. Click Groups from the Permissions page.

2. Click Edit in the Manage column next to the name of the role you want to modify.
3. Change the settings you want to modify, according to the instructions in the “To Create a New Group” section (discussed
subsequently).
4. Click Save Group to save your changes.
Figure 6.32: Edit Group Permissions
To create a new group

2. Click Add New User Group. The View/Edit Group page appears.
3. Enter the group name and a short group description in the appropriate text boxes under the Define Group section.
4. To enable access to one or more report suites, select those you want from the Available Report Suites section, and then click
Add. To disable access to report suites, select the suite(s) you want removed from the Report Suites Included in Group section,
and then click Remove.

5. You can search for specific report suites or users by entering search text in the appropriate search text box, and then clicking Go.
Clear search results by clicking the appropriate Clear button.
6. Select the level of access you want to assign to the group by selecting the appropriate option button in the Conversion Reports,
Traffic Reports, Path Reports, Custom Path Reports, and Tools sections. The default is All Reports.
Figure 6.33: Define New User Screen
7. If you selected a Customize option, the Define Report Access dialog box appears after you have clicked Save Group; you should
then complete these sub-steps:
a. Select the checkboxes next to the reports or tools you want to allow users belonging to the group to view and use. Any item
that is not checked on this page will not be accessible to the users who are assigned this role.
You can use Check all and Uncheck all to select or clear all report checkboxes.
b. Click OK.

8. Select the users you want to add to the group in the Available Users field, and then click Add. Remove users by selecting those
you want in the Group Members field, and then clicking Remove. You can create a group without assigning users to that group.
Groups without users will be saved as usual for future use.
9. Click Save Group to save the new group.
To delete a group

2. Click Delete next to the name of the group you want to remove. A Delete Confirmation dialog box appears.
3. Verify that the group listed in the Delete Confirmation page is the one you wish to remove.
4. Click Delete.
REPORT SUITES
Report Suites settings allow administrators to view which sites are being tracked by SiteCatalyst®, as well as the users that have access to
each site’s statistics. It also lets you access and view statistics for individual account sites.
To manage role assignments by report suite
1. Click Report Suites from the Permissions page. The Manage Report Suites page appears, listing the sites that are associated with
your company.
2. View and even change the groups that are associated with a report suite by clicking the link in either the Report Suite or #
Groups column. The View Groups For page appears.
Figure 6.34: Report Suite Permissions
3. Click on a Report Suite ID to bring up the next screen.

Figure 6.35: Report Suite Permissions Management
4. Assign user groups by selecting the desired groups in the Available Groups field, and then clicking Add.
5. Remove this report suite from groups to which it currently belongs by selecting those you wish to remove in the Groups containing
field, and then clicking Remove. See the “Groups” section for instructions on creating and managing groups.
6. Click Save Changes to save the report suite settings.
To search for a report suite
1. Click the Report Suites link from the Permissions page.

2. Select the field on which you want to search from the Search by drop-down list.
3. Enter a search value in the text box next to the Search by drop-down list.
4. Click Go to perform your search. The list will display only those report suites that match your search parameters. Searches are
performed on “contains” logic, meaning all suites containing the value you entered will display.
5. Click Clear to reset your search and display all report suites.
To download report suite details
1. Click the Report Suites link on the Permissions page.

2. Perform a search to limit the report suites displayed to your desired settings.
3. Click Download Report at the right of the Report Suites header.
USAGE & ACCESS LOG

Now located under the Logs tab of the Administration console, the Usage & Access Log provides administrators a tool by which they can
evaluate SiteCatalyst® usage at the login level. Administrators can limit the usage statistics displayed by date, user login, IP address,
report suite, event type, and event. They can also download the Security & Access Log in a tab-delimited file.
To view and filter report details
1. Click Usage & Access Log from the Permissions tab. The Security & Access Log displays with the last fifty events that occurred in
your implementation of SiteCatalyst®. Navigate to other events using the Page links at the bottom of the page.
a. Limit results by date by entering the desired usage period dates in the From and To fields. You can also click the Calendar
buttons and select dates from the pop-up calendar.
b. Limit results by user login by entering search parameters in the Login field.
c. Limit results by IP address by entering search parameters in the IP field.

d. Enter a reporting suite you want to limit results by in the Report Suite field.
e. Limit results by event type by selecting the desired type from the Event Type list.
f. Limit results by event by entering search parameters in the Event field.
2. When all filter parameters have been entered, click Search. All events meeting your criteria display in the Security & Access Log
section.
3. Reset the search so all system events display by removing the values in the Search Security & Access Log section, and clicking
Search.
Figure 6.36: Usage and Access Log
To download the Usage & Access Log
1. Click Usage & Access Log from the Logs page under the Admin tab.
2. Perform a search to limit the details displayed to your desired settings.
3. Click Download Report at the right of the Usage & Access Log header.

Figure 6.37: Report Suites Log
REPORT SUITE CHANGE LOG

The Report Suite Change Log is a companion to the Security & Access Log, and provides an historical account of all changes made to
your report suites, including changes made on the Settings tab. Administrators can limit the changes displayed by date, company, user
login, IP address and event. They can also download the Report Suite Change Log in a tab-delimited file.
To view and filter report details
1. Click Report Suite Change Log from the Logs tab. The Report Suite Change Log displays the last fifty events that occurred in your
implementation of SiteCatalyst®. Navigate to earlier events using the Page links at the bottom of the page.
a. Limit results by date by entering the desired usage period dates in the From and To fields. You can also click the Calendar
buttons and select dates from the pop-up calendar.
b. Limit results by company by entering search parameters in the Company field.
c. Limit results by user login by entering search parameters in the Login field.
d. Limit results by IP address by entering search parameters in the IP field.
e. Limit results by event by entering search parameters in the Event field.
2. When all filter parameters have been entered, click Search. All events meeting your criteria display in the Report Suite Change
Log section.
3. Reset the search so all system events display by removing the values in the Search Report Suite Change Log section, and clicking
Search.
To download the Report Suite Change Log
1. Click Report Suite Change Log from the Permissions page.

2. Perform a search to limit the details displayed to your desired settings.
3. Click Download Report at the right of the Report Suite Change Log header.

Advanced Analysis Tab

In addition to the wealth of information available through the SiteCatalyst® online reports, the Advanced Analysis Tab replaces the
previous Data Warehouse tab, and provides you access to four powerful tools that allow you to look even deeper into your site’s
performance:
• Custom Data Warehouse Report
• ASI Segmentation Wizard
• Omniture Discover
• Multivariate Testing
Each of these tools is explained on the following pages.
Figure 6.38: Advanced Analysis Tab
CUSTOM DATA WAREHOUSE REPORT
Custom Data Warehouse Report allows SiteCatalyst® users to generate custom reports filtered by any available segmented variable. The
Data Warehouse provides the user the ability to request advanced data relationships specific to the needs of their company. It’s a
powerful tool provided to companies upon request (by service level). Using the Data Warehouse, for example, you could discover
information such as exit pages for visitors who made a purchase on your site using the Internet Explorer 5 browser and monitor
resolutions greater than 1024x768. Generated reports are e-mailed directly to you, rather than generated on the screen. Some reports
may take up to 72 hours to generate, due to the amount of information required for the report.

Figure 6.39: Define the Report
To generate a Custom-Path Report
1. Click the Advanced Analysis tab.

2. Select the Custom Data Warehouse Report option.
3. Select a time period for the report. You can either use a preset time period (such as last month, last 2 weeks, etc.), or choose
your own custom date range.
a. To select a preset range, select the Use Preset option button, and then select a value from the associated list.
b. To select a custom date range, select the Or choose a Custom Range option button, and then enter the custom dates in the
From and To fields.
c. You can also click the Calendar buttons and select the dates from the calendar pop-up.
4. Select the granularity for which you want the report to display data, if desired, from the Time Granularity list. This is interval for
which data will be reported (hourly, daily, weekly, etc.) and do done of the following:
a. Select a Segment Filter from the list in the Define a Segment section. This is the variable on which your report is based.
b. Click New to launch the Segment Definition Builder and generate your own filter. (See “ASI Segmentation Wizard” on
page 174.)
You can also edit or delete existing segment filters by selecting a segment and then clicking Edit or Delete.

Figure 6.40: Data Warehouse Setup
5. In Step 3, add the report breakdown parameters you would like to include in the report by selecting the checkboxes next to the
desired options in the Breakdowns box.
6. The selected items will display in the Report Preview section in the order in which you selected them. You can also drag and drop
the parameters to the Report Preview section, and then arrange the order of these parameters by moving the headers left or
right.
7. Remove parameters by clearing the respective checkboxes. You can add either standard breakdowns or Custom Insight
breakdowns by clicking the appropriate tab in the Breakdowns section.
8. Select the checkboxes of the metrics you would like to see your report data in (such as the number of units, amount of revenue,
etc.) using the same steps outlined in the previous step. As with breakdowns, you can select either standard metrics or Custom
Insight metrics by clicking the appropriate tab in the Metrics section.
Figure 6.41: Delivery Options
9. Click Advanced Options in the Select Delivery Options section to configure delivery and scheduling settings. For instructions on
setting these options, see “Bookmarking Reports” on page 27.
10. To view the status of requested reports, click the Previous Requests tab in the Data Warehouse area.
ASI SEGMENTATION WIZARD
The SiteCatalyst® Segmentation Wizard allows customers with the Data Warehouse feature to define a set of criteria that make up a
particular segment and then build out a complete suite of reports only for the data that meets the segment’s requirements. Examples of
these custom segment reports might include only the visits where at least 20 minutes was spent on the site with no purchase made during

those visits, or visitors that purchased over $200 in merchandise in the last three months. Once the segment is defined and saved,
SiteCatalyst® can then be requested to build out a suite of reports focused solely on the behavior of those individuals. Additionally,
SiteCatalyst® can be instructed to either keep this new segment current each day as the new data comes in or treat the reports as a
“snapshot” of activity.
Though segments created using the Segment Wizard are not available in real time (they must be built the day after the data has been
collected) you will still be able to log in and view the data as it is added to the reports for preliminary results.
To create a new segment
1. Click Segmentation Wizard from the Advanced Analysis tab.

2. Select an available ASI Slot to set up. The Segment Wizard page displays.
Figure 6.42: Manager Segments
3. Click Set Up.

Figure 6.43: Segment Wizard
4. Type a name for the report suite segment in the Name field.
5. Select a data source and destination from the Data Source and Destination drop-down lists.
6. To remove any existing data from the ASI slot, select the Purge Data checkbox.
7. To copy your report suite settings to match the Data Source report suite settings, select the Copy Settings checkbox.
8. Settings such as VISTA and Data Warehouse will not be copied.
9. Select a segment definition from the list in Step 2. To add a new definition, click New, and then follow the instructions in the
Segment Definition Builder section. You can also edit or delete segments by clicking the segment definition and then clicking
Edit or Delete.
10. Select the date preferences you want for the segment by selecting either the Time Slice or the Daily Recurring option button.
Then enter a date in the From and To fields (for Time Slice) or the Start from field (for Daily Recurring). You can also click the
Calendar button next to any of these fields and select the dates from the Calendar pop-up.
11. Select the checkbox in the Authorization section to authorize Omniture to create the segment and assess the estimated fees on
the next invoice.
12. To receive e-mail notification when the segment has finished processing, select the Notify me checkbox, and then enter your e-
mail address in the Send my notification text box (multiple e-mail addresses may be entered, separated by commas).

13. Click Submit Request to submit the request for processing.

14. The Tasks section of the Segment Wizard shows the active and completed SiteCatalyst® tasks that must occur or have already
occurred for the segment data to become populated.
Segment Definition Builder

You can use the Segment Definition Builder to create new segment filters, or to edit an existing filter. This tool allows you to define visitor
segment filters based on visitor behavior. When submitting a Data Warehouse request, you can apply a segment filter to the result set,
which can be a significant advantage in analyzing your Web site traffic. A simple example of a segment filter would be the segment of
visitors that purchased $300 during a sales promotion held during the past eight days. Segments created in the Data Warehouse
interface are also available for use in the ASI feature (and vice versa).
Figure 6.44: Segment Definition Builder
To build a new segment
1. Click Add New, or Define a New Segment Definition from the Segment Wizard.
2. Drag an item from either the Components or the Library tab to the Drag and Drop Here item in the Include tab on the right side
of the page.
The Library tab is a repository of frequently used elements (defined or undefined events or containers). To add items to the
Library tab, select an element from the Events or Containers sections, or from the Include or Exclude tabs, drag it to the Library
tab, and then to the Available Components section.
If you added a container (Page View, Visit, or Visitor) to the canvas on the right side, you will need to add at least one event to
that canvas. Additionally, the Visitor container may also contain Visit and Page View containers, with their respective events. The
Visit container may also contain the Page View container with its respective event. The Page View container may only contain
events.
3. Click Define for each element you added to the canvas.

Figure 6.45: Define Component View
4. Type a name for the canvas element in the Name field.

5. Select an item from the This Visit must match drop-down list. You can choose to have the element match either all or at least
one of the rules you set.
6. Select a value from the Item drop-down list.
7. Select an operator value from the middle drop-down list. The table below explains all of the options that are available:
Table 6.3: Operators
OPERATOR DESCRIPTION
equals The selected item must exactly equal the value you enter.
is greater than The value of selected item must be greater than the value you enter.
is less than The value of the selected item must be less than value you enter.
is greater than or equal to The selected item must equal or be greater than the value you enter.
is less than or equal to The selected item must equal or be less than the value you enter.
contains The item must contain the value you enter.
contains all of The selected item must contain all of the values you enter.
contains at least one of The item must contain at least one of the values you enter.
8. Enter a value for the filter parameter in the Value field. You can also click Select Item to select from a list of values.

Figure 6.46: Choose Item Screen
9. Click Add.
In the example given in the opening paragraph of this section, to create a segment identifying visitors who purchased $300, you
would add “Visitor” to the canvas, click the Define Visitor link, select “Total Revenue” from the Item field, select “is greater than
or equal” from the Operator list, enter “300” in the Value field, click Add, and then click OK. You would then click Save Segment
to save the segment you just defined.
10. Repeat steps 7-10 for each filter parameter you want to enter.
11. You can edit or delete parameter rows by clicking Edit or Delete next to the row you want to modify.
12. Click OK when you are done.
13. To exclude components, click the Exclude tab and repeat all of the preceding steps.
14. Click the Expand/Collapse ( ) button at the top-right of the element you added to show or hide element contents.
15. Remove elements by clicking the Close (X) button in the top-right of the element frame, or by clicking the top-left of the
element and dragging it to the Remove Item section of the left side of the page. You can also click Clear Canvas above the
canvas to remove all segment elements and start over.
16. Click Save Segment above the canvas to save the new segment.
17. Type a segment name in the Name field, and then click OK to complete the save.
18. Click Exit Builder at the top-right to leave the Segment Definition Builder.
To edit a segment
1. Click Add New, or Define a New Segment Definition from the Segment Wizard.
2. Click Load Segment above the Builder canvas.
3. Select a segment from the Available Segment Definitions list, and then click OK.
4. Make any changes, if desired, and then click Save Segment. The system notifies you that a segment already exists with the
specified name.
5. Click OK to save over the previous segment definition, or Cancel to specify a new segment name. If you choose Cancel, the
segment will be saved with a new name, and the segment you loaded for editing will remain unchanged.
6. Click Exit Builder to leave the Segment Definition Builder.

OMNITURE DISCOVER
Omniture Discover allows for advanced analysis on data warehouse data using an intuitive graphical interface. Users can view multiple
reports on the same canvas, apply filters to multiple dimensions (like campaigns, products, pages, etc.) at the same time, and view their
impact on the target metrics instantly.
For more information about Omniture Discover, or to add Omniture Discover to your account, contact your account representative.
MULTIVARIATE TESTING FRAMEWORK

Multivariate Testing allows you to measure the influence of multiple factors on your Web site simultaneously, saving significant amounts
of time and effort. To begin your experiment, you will identify the success metric (such as conversion rate or revenue per visitor) by which
you’ll measure positive or negative influences. You will also define the “variables” in your test – those page elements, attributes, or items
that you think influence your success metric. SiteCatalyst® will employ the Taguchi method to narrow down the number of unique
combinations of those variables to a few statistically valid combinations (called “recipes”). All you need to do is verify that your team will
be able to create each recipe.
The Taguchi Method is a technique for designing and performing experiments to investigate processes where the output depends on
many factors (variables, inputs) without having to tediously and inefficiently run the process using all possible combinations of values of
those variables. By systematically choosing certain combinations of variables it is possible to separate their individual effects.
To Access Multivariate Testing
1. Login to SiteCatalyst® and select the Advanced Analysis Tab. Click on Multivariate Testing. If there are other multivariate tests
running, the Experiment Manager opens, listing the test(s) and their status.
Figure 6.47: Multivariate Testing Experiment Manager
2. To design a new experiment, click Create New at the lower left corner. The Multivariate Testing main page appears, briefly
describing the three phases of conducting an experiment.

Figure 6.48: Multivariate Testing Main Page
3. If you wish to review existing experiments, click Return to Experiment Manager. To design a new experiment, click Start.
Phase 1: Design Your Experiment

4. Complete the fields on the Phase 1 page, as described in the instructions.
Figure 6.49: Design Your Experiment
5. When you have completed this page, click Save and Continue (>>) to continue.

SiteCatalyst® analyzes the page elements you identified and creates a set of unique variations (also called “recipes”)
consisting of those page elements.
Figure 6.50: Multivariate Testing: Unique Variations
6. Review the recipes.

SiteCatalyst®® also provides the details of your experiment in PDF format that you can download for review and distribution to
your design and IT staff for implementation.
NOTE: Each recipe page must be involved in your experiment for the Taguchi method to accurately measure the influence of your
page elements. If you see a recipe listed on this page that you do not feel can be created on your site, you may wish to edit the
experiment.
7. Click Edit Experiment to return to the previous page and edit your page elements, Cancel to terminate the experiment definition,
or Save to continue.

Figure 6.51: Multivariate Testing: Completion
SiteCatalyst® returns you to the Multivariate Testing Framework main screen, where your new experiment is listed in the Phase 1
box.
Figure 6.52: Multivariate Testing: Phase 1 Complete
8. When you are ready to continue to Phase 2, click Start.
Phase 2: Implement the Experiment

In Phase 2, you will select your eVar to identify recipes, set up a test structure and deploy your recipes. An important part of Phase 2 is
assigning milestones (dates) by which each aspect of the test should be completed. Each of these tasks is outlined in detail on the Phase
2 page, as illustrated here:

Figure 6.53: Multivariate Testing: Phase 2
Optionally, you may also choose to download the technical white paper describing the multivariate test process, and to have an e-mail
notification sent to a responsible individual at each milestone date.
To implement the experiment
1. Type the milestones and optional e-mail address, and click Save when you are ready to continue.
Again, SiteCatalyst® returns you to the Multivariate Testing Framework page, where the status of your experiment is displayed:

Figure 6.54: Multivariate Testing: Phase 2 In Progress
When your experiment is complete, the message in the Phase 3 panel changes. You may view the results by clicking Start.
Figure 6.55: Multivariate Testing: Experiment Complete
Phase 3: Analyze the Results

As your experiment runs, SiteCatalyst® collects the data, analyzes it, and makes recommendations about the optimal variation. You may
review the experiment configuration, view a detailed report, and download a document containing a detailed profile of the experiment
from the Phase 3 page.

Figure 6.56: Multivariate Testing: Phase 3 Complete
NOTE: If you choose to view the results of your experiment while it is still in progress, the following message appears:
Figure 6.57: Status Message
The following sample report illustrates the information available at the conclusion of your multivariate experiment. SiteCatalyst® records
and presents all the data you need to make informed choices about the most effective presentation of your site elements.

Figure 6.58: Multivariate Test Report
Data Sources Tab

SiteCatalyst’s Open Data platform allows you to import data from a variety of external sources. This data can then be viewed in
conjunction with the online data collected via the standard SiteCatalyst® methods. This functionality can allow you to add powerful

custom reports such as “Ad Impressions,” “Offline Revenue,” or “Returns” to your standard set of reports. The Data Sources tab (Data
Sources Manager) allows you to create new data sources. It also displays all of the currently activated data sources for your account.
Examples of possible integration points include:
• Data from sales taking place on sites that cannot be tagged (partners)
• Call center data
• Activity from non-Web interactions (such as with a machine)
• CRM tools
• Internally built tools
For a complete discussion of data sources, see the SiteCatalyst 13.5 Data Sources Guide.
Message Boards Tab

SiteCatalyst® Message Boards are available to members of the Omniture community. They provide an environment where clients can
assist and learn from each other. In addition to interaction with other SiteCatalyst® users, the message boards may also feature
appropriate input from Omniture Client Services.
To use the Message Board
1. Click the Message Boards tab (you can also access message boards from the SiteCatalyst® Home Page or the Help tab).
2. If it is your first time accessing the message boards, read the usage agreement, select the I Agree checkbox, and click Continue.
After agreeing to the terms, you can view the agreement at any time by clicking the Terms of Use button in the Message Boards
toolbar.
3. Any user that wishes to access the message boards must accept the terms of this license agreement. Two particularly important
rules of this agreement are: 1) Users may not access, use, share, or disclose the Site or its Contents if the user is a competitor or
an employer, officer, director, shareholder, contractor, agent, or affiliate of a competitor of Omniture, Inc.; 2) Users may not use
any personal information (including names and e-mail addresses) found here for any purposes outside the functionality provided
by the Message Boards.
4. Click the title of any of the message boards on the tab.
5. Message boards are divided into two types: company-specific message boards and public Omniture message boards. The
company message board contains messages specific to your company. Omniture message boards contain messages from all
SiteCatalyst® users, regardless of the companies to which they belong.
6. Messages posted to the company-specific message boards are viewable to all company users, even if the company uses multiple
report suites.
7. From the selected message board page, you can:
a. Jump to another message board: Make a selection from the Jump to list and then click Go.
b. Limit the number of message displayed by selecting a time period from the Display topics from previous list and then click Go.
c. Return to the Message Board Index by clicking SiteCatalyst Message Board Index.
d. Mark all messages in the message board read by selecting Mark all topics read below the Jump to list.
e. View posting user profiles by clicking the user name in either the Author or the Last Post column.
f. View the last post from a specific user by clicking View latest post in the Last Post column.
8. To view a specific message, click the linked text in the Topics column. From here you can:
a. Return to the topic index by clicking either the linked index name next to SiteCatalyst Message Board Index, or Topic Index at
the top of the message.
b. Navigate to previous or next topics by clicking Previous topic or Next topic at the top of the message.
c. Post a new topic by clicking New Topic.
d. Reply to a message by clicking either Reply or Quote at the bottom of the message.
When replying using the Quote link, the original message is included as a quote in your reply.

To post a new topic or reply to a message
1. To post a new topic:

a. Navigate to a message board or message according to the instructions earlier in this section.
b. Click New Topic.
2. To reply to a message:
a. Navigate to a message according to the instructions.
b. Click either Reply or Quote at the bottom of the message.
3. Enter a subject for the message in the Subject field.
4. Type your message text in the Message Body field.
5. Add text markup by selecting the text you want to modify and clicking the appropriate BoardCode button.
6. For details on the BoardCode options, please click the Tips link in the lower left corner to access the BoardCode FAQ.
An overview of the BoardCode options includes those described in the following table:
Table 6.4: BoardCode Options
OPTION DESCRIPTION
B Defines bold text.
i Italicizes the selected text.
u Underlines the selected text.
Quote Places quotation marks around the selected text.
Code Sets the selected text apart to identify it as computer code.
List Creates an unordered list.
List= Creates an ordered list.
img References an image URL.
URL Marks the selected text as a hyperlink that can be clicked.
If you don’t select text before clicking the BoardCode button, clicking the button inserts the beginning “tag” or text markup code.
When you click the next BoardCode button, the closing “tag” is automatically inserted.
7. Select an emoticon you want to include in the message from the Emoticons section. Clicking one of these icons inserts the
emoticon code in the message body.
8. If you want to disable BoardCodes, select the Disable BoardCodes in this post checkbox.
9. If you want to disable emoticons, select the Disable Smilies in this post checkbox.
10. To receive an e-mail notification when a reply to your message is posted, select the Notify me when a reply is posted checkbox.
11. To preview your message before submitting it, click Preview.
12. Click Submit to submit your message to the message board.
To search for messages
2. Click Search in the toolbar.
3. Enter a keyword in the first text box.
4. Choose whether to search on any word entered or on all words by selecting the appropriate option button below the first text box.
5. To search for a person who posted a message, type text in the Search for Author box.

6. Select the desired criteria from the Search Options section.

7. The following table describes the options:
Table 6.5: Search Options
OPTION DESCRIPTION
Message Board Allows you to select one or all message boards in which you wish
to search.
Search Previous Enables limiting messages searched by a specific time period, as

well as to search on the subject and message, or just the
message.
Category Limits searches to all message board categories, or just company-

specific or Omniture message boards.
Sort by Allows you to choose how to sort the retrieved messages. Options
include post time, subject, title, author, or message board, as well
as specify to sort in either ascending or descending order.
Display results as Allows you to display search results as messages or topics.
Return first Limits the number of messages that will be displayed.
8. Click Search.
To set user settings
2. Click User Settings in the toolbar.
3. Select whether or not you want to receive notifications to all replies to your posts by selecting the Yes or the No option button.
4. Click Submit.
Help Tab
The Help tab takes you to the Help page, which contains other sub-tabs containing various help options available to you. The Help
Options tab presents three main categories of help for your assistance: Help Desk, SiteCatalyst Resources, and Omniture University. The
Release Notes tab provides quick access to the release notes for the latest SiteCatalyst® version. The Training tab takes you to the
Omniture University On-demand Training Center, which provides such training options as features training, case studies and industry
reports. The Feedback tab provides a location where you can send your ideas, comments and input to Omniture.

Figure 6.59: The Help Page screen
HELP OPTIONS SUB TAB
Many assistance options are available to help you use and understand SiteCatalyst®. From the Help Options tab, these include:
• Knowledge Base: Allows you to easily view and search among the questions that have been posed to Omniture Client Services.
Designated users can also enter ticket items into the knowledge base.
• Omniture Client Services: Gives you the contact phone number and e-mail address for your Account Support Manager, who was
assigned to you when you signed up for SiteCatalyst®. Your ASM is available to help you maximize your SiteCatalyst® experience.
• Online Help: Each SiteCatalyst® report has a distinct Quick Help section to help you make the most of every report. Additionally,
all SiteCatalyst® user manuals are available in electronic download format (PDF only). Click one of the links in the Online Help
section to view or download this manual.
• Message Boards: SiteCatalyst® Message Boards are available to members of the Omniture® community. They provide an
environment where clients can assist and learn from each other, as well as view appropriate input from Omniture® Client
Services. See “Message Boards Tab” on page 188 for instructions on using the message boards.

• Training & Consulting: Training and consulting customized to your unique needs are also available. If you are interested in these
services, please contact your Account Support Manager.
RELEASE NOTES SUB TAB
This tab provides quick access to the release notes for the latest SiteCatalyst® version.
TRAINING SUB-TAB
The Training sub-tab provides various on-demand training features. Users can receive tutorials and presentations on SiteCatalyst®
features, customer case studies and industry reports. To view or hear any Training presentation, click the Training tab, then click the
button for the training you wish to receive. Finally, click the link to the presentation you wish to view or hear.
The Features Training section contains a legend for each subject, indicating the difficulty level of the training (Beginner, Intermediate or
Advanced).

Figure 6.60: Online Training

APPENDIX A
Advanced Topics
SiteCatalyst ® Security – Ensuring the Security of Customer

Data
Customer data security is of paramount importance to Omniture. To ensure your data security, Omniture employs a highly qualified
Information Systems and Network Operations staff. This group has identified three important areas around which our security efforts are
focused: the network, the hosting facility and the corporate office. This section describes the proactive approach and procedures
followed by Omniture to maximize the security of each of these areas.
NETWORK
The Internet connects millions of users to millions of machines scattered across the globe. This allows unprecedented access to
information. Unfortunately, it also presents a security problem. Correct individuals need access to information, but unauthorized parties
should not. Additionally, software being run on machines that are connected to the Internet is often vulnerable to exploitation by hackers.
Omniture addresses these issues with the following policies. (While a much smaller combination of these policies would likely be
sufficient to keep intruders from the system, Omniture believes that strong, redundant systems are the best way to prevent unauthorized
access.)
• Intrusion detection system. All servers run intrusion detection software which detects "unauthorized" or "irregular" connections
such as port scans and common back door attempts. It responds to these attempts by making the server appear to be a "black
hole" to the offending machine. Any network connections attempted by the machine in question will be completely ignored, and
the server will appear not to exist to the machine making the connections. This system works in real-time, blocking attacks
immediately as they occur.
• Non-routable, off-net addressing. Omniture maintains all servers containing customer data on IP addresses that are not routable
across the Internet. Because all connections must be made through a network bridge or proxy server, this severely limits the ability
of individuals to connect to these machines.
• Load balancers. In addition to distributing Web traffic among the servers in the cluster, the load balancers perform important
security-related tasks. All connections other than those to allowed ports (80 and 224 for HTTP and SSL respectively) are filtered
out, never even reaching the servers they are destined for. The load balancers also perform Network Address Translation (NAT).
NAT is a process that masks the true IP address of a server from the client connecting to it. The true IP address of the machine is
never revealed, thus limiting the attacks that can be performed against it.
• Secure management. All management connections to the servers occur over encrypted protocols such as SSH. Access via these
protocols is denied by default unless the connection originates from a list of "trusted" IP addresses. Telnet, FTP and other non-
encrypted protocols are not allowed from any Internet address.
• Private management line. Omniture has deployed a private T1 connection from the corporate offices to the main data center in
Sunnyvale, CA. Not only is this line completely private, connecting the Omniture offices directly to the production machines, but
all data transmitted over this private connection is also encrypted.
• Password protected user access. Customers wanting to access their data must authenticate their identity with a username and
password. All users are required to transmit this information over SSL-encrypted channels to prevent it from being intercepted.
• Service monitoring. All servers, routers, switches, load balancers and other critical network equipment are monitored 24 hours a
day. The software responsible for monitoring this system performs over 6,000 health checks per hour, probing for security, data
integrity and service interruptions and automatically sends notifications to the on-call staff member. Should the on-call member
fail to acknowledge the problem, it is automatically escalated to other members of the Network Operations staff. Omniture also
employs ASP monitoring services such as Keynote and Webmaster Solutions to provide several layers of monitoring redundancy.
• Denial of service attacks. Rather than attempt to compromise a machine, sometimes an individual will launch an attack
designed to prevent others from legitimately accessing a site. These Denial Of Service (DOS) attacks and Distributed Denial of
Service (DDOS) attacks typically flood a group of servers with illegitimate traffic to bog them down and prevent them from
responding to legitimate requests. DDOS attacks can be very complicated, as are the methods of protecting servers from them.
Omniture servers have enabled SYN cookies (prevents DOS from SYN packet flooding) and have "delayed-binding" enabled in
the load balancers. In addition, Omniture’s network provider has deployed special rate-limiting filters designed specifically to filter
out DOS traffic. Finally, the T1 line connecting our data center with the corporate office is a direct, private connection. In a worst-
case scenario it would still allow us to access the servers to diagnose the problem. This is true even if the DDOS attack should
successfully disallow alternative means of access.

Appendix A
HOSTING FACILITY
Omniture uses the strictest security standards when choosing data-hosting partners. The security measures we look for (and achieve)
when choosing a partner include:
• Physical facility security. Items in this area include: 24-hour on-site security personnel who require credentials for facility
admittance, biometric scanners that authorize data center access, remotely monitored video cameras that provide continuous
surveillance and equipment racks located such that another ID check and signature with security personnel are required for entry.
• Fire suppression. The standard use of oxygen-consuming chemicals to extinguish a fire is preferable because they are dry and
"computer safe.” A backup wet sprinkler system must be available, but should also be kept dry until the last minute to prevent
accidental deployment.
• Controlled environment. The facility must be environmentally controlled for temperature, humidity and fluid detection. An HVAC
system that is completely redundant, with environmental response teams available 24 hours a day to deal with irregularities are
also necessary.
• Backup power. A facility that can provide 100% of the power necessary to run independently of any other power supply is desired.
Fail-over systems, such as battery backup systems that continue to supply power until the power generators come online, should
be automatic, occurring in a matter of seconds.
• Data backups. Data backups must be taken every night, and should be stored and secured on a drive on the local network as
well as on a tape system. Backup tapes should be removed from the data center and stored in an off-site vault by security
personnel only. Mission-critical data is also sent to Omniture’s corporate office nightly via an encrypted connection.
CORPORATE OFFICE
Omniture’s corporate offices are currently located in Orem, Utah. Many companies adequately secure both their hosting facilities and
network, but fail to recognize the importance of adequate security at the corporate offices. The following procedures represent the
processes that Omniture has implemented to protect against security threats:
• Virus protection. Omniture has taken an extremely aggressive position in eliminating virus infections and preventing the
introduction of new viruses. All incoming and outgoing e-mail messages must pass through two independent virus filters. These
filters block and quarantine all known viruses as well as any attachments with suspicious extensions (such as .VBS). Virus
databases are updated automatically each night. All workstations run real-time virus scanning software to provide yet another
layer of protection. This software works as an ASP and automatically updates itself with new virus definition files nightly. The
system requires no intervention from IS staff nor end users.
• Facility access. All employees are issued key cards for building access, which also log access events. Each employee's access
requirements are individually evaluated, and structured to allow access to the building during the necessary times only. Visitors
must enter through the front entrance and pass the receptionist. Visitors must sign in and out and must be accompanied by an
employee at all times. Server equipment, development machines, phone systems, file and mail servers and other sensitive
systems are kept locked at all times in an environment-controlled server room accessible only to IS staff and members of the
executive team.
• Alarm system. An alarm system is activated during periods where no employees are in the building. Both door and motion
sensors are deployed. The alarm system will automatically call authorities when tripped. Authorized employees must have both a
key card and a security code to enter the building during non-business hours.
• Backups. All data contained on file servers, finance servers and mail servers is backed up to tape each night. Copies of backup
data are periodically taken and stored off-site to guard against all backups being destroyed with the originals in case of a disaster.
Permanent (CD-ROM) copies are made of employee's e-mail messages and files upon any termination events. All employee e-
mail is also retained for 30 days after being deleted by the employee.
Internet Explorer 6.0 Cookie Handling

I. WHAT IS A COOKIE?
A cookie is a small piece of information that a Web server can give to a Web browser. The browser then returns this information to the
Web server with every additional request that is made.
Cookies are most commonly used to differentiate between users and to personalize Web sites. For example, Amazon.com can
differentiate between shopper accounts (shopping carts) thanks to the cookie it sets on your computer. This cookie identifies you as a
unique anonymous visitor, distinguishing you from all other anonymous visitors browsing their site at the same time, and allows
Amazon.com to correctly assign you to the correct shopping cart.
Cookies cannot be used to magically identify you as an individual by your e-mail address, street address or any other personal
information. The only exception to this is information that you explicitly give a particular Web site. If you give a Web site your name, the

Appendix A
Web site can then store your name or some other identifier that links you to your name, so that the next time you visit your name will be
known to the site. Cookies cannot discover any information that you did not already give to the site. However, if you do disclose personal
information to a site, a cookie can then be used to link you to that information on all subsequent visits.
For security purposes, a cookie can only be returned to the domain that set it. This means that cookies set by Yahoo.com cannot be read
when you are visiting Microsoft.com. In fact, if you pull up Microsoft.com in your browser, there is no way for the Web servers to even see
that you have Yahoo.com cookies, or that Yahoo.com has ever been visited. More importantly, Microsoft.com cannot recover private
information you may have disclosed to Yahoo.com through the use of cookies.
II. HOW DOES SITECATALYST ® USE COOKIES?
SiteCatalyst® uses cookies to anonymously distinguish unique visitors from one another, as well as determine the last time that customer
visited the site. SiteCatalyst® does not use cookies to link Web site visitors with any personally identifiable information.
While cookies are not essential for SiteCatalyst® to function correctly, they increase the accuracy of the data. For example, if two users
are surfing from behind a firewall they will both have the same IP address. Without cookies, these two users share an IP address and
would be indistinguishable as two unique users. Setting cookies allows SiteCatalyst® to accurately determine that there are two different
users visiting the site.
III. WHAT’S NEW IN INTERNET EXPLORER 6.0 AND COOKIE HANDLING?

Customer concern about Internet data privacy has been steadily growing. As a result, an emerging standard called P3P (Platform for
Privacy Preferences) has been introduced to give end-users automated control over which cookies the browser will accept or reject. P3P
ties the privacy policy of an organization to the cookies that the organization sets on your machine and allows you to create rules that will
accept or reject cookies.
P3P-compliant cookies include a summary of the privacy policies of the Web site with every request to set a cookie. If the cookie complies
with the rules set by the user, the browser allows the cookie to be set. If it does not, the cookie is rejected.
Figure A.1: Internet Options Window
Microsoft's Internet Explorer 6.0 is the first browser to implement the P3P standard, and has been available since the end of August
2001.
Microsoft's implementation includes a new "Privacy" tab in the Internet Options window. The privacy option can be set to one of six
settings. The default setting is "Medium.” Additional advanced options are available to the user to fine-tune P3P policies.
Should a user encounter a site where a cookie is being set that either lacks a P3P policy, or where the privacy rules set by the customer
do not comply with the summary of the privacy policy, a small red notification icon is displayed in the IE 6.0 status bar.
Figure A.2: IE Status Bar
Double-clicking this icon will show a list of URLs that attempted to set a cookie that either did not have a privacy policy, or where the
privacy policy conflicted with a user's P3P settings.

Appendix A
IV. HOW DOES IE 6.0 AND LATER AFFECT SITECATALYST® ?

Privacy is an important issue to us at Omniture. We have long anticipated the inclusion of the emerging P3P standard in IE 6.0 and later
and have worked with Microsoft to ensure that the cookies set by SiteCatalyst® are fully P3P compliant.
Additionally, since SiteCatalyst® does not attempt to uniquely identify a user by name or other personally identifiable attribute, the
SiteCatalyst® P3P privacy policy is fully compliant with IE's default privacy settings. The introduction of P3P technology in IE should not
adversely affect tracking accuracy or the end-user's experience.
V. IF SITECATALYST® IS P3P COMPLIANT, WHY DO I SEE THE RED WARNING ICON ON PAGES WITH
SITECATALYST ® ?
Cookies set on a machine before it was upgraded to IE 6.0 have been termed as "Legacy Cookies.” Microsoft has decided to block all
legacy cookies because they were set before P3P, and therefore have no privacy policy associated with them. Adding to the confusion is
the fact that the privacy report that appears when you double-click the icon fails to identify the fact that only legacy cookies are being
blocked. As a result, visitors returning to your site who have installed IE 6.0 since their last visit will see a red warning icon in the status
bar. After the first page is loaded, the legacy cookie will be replaced with a P3P compliant cookie, and the privacy warning will not show
up again.
VI. HELP, I'M STILL SEEING THE PRIVACY WARNING AFTER THE FIRST PAGE LOAD
It is possible that a few of our customers who have slightly older tracking code on their Web sites AND who have logged into the
SiteCatalyst® site will continue to see the privacy warning even after the first page load. This is due to an interaction between a cookie
that was set on your machine when they logged in to SiteCatalyst® and the cookie set to track their visit to the Web site. Please realize
that this is affecting only users who have visited your Web site AND logged into SiteCatalyst®. Your customers will not see this problem. If
you have any questions about this issue, please contact your Account Support Manager.
Visitor Opt-outs and the Omniture Privacy Policy

A link to Omniture’s Privacy Policy can be placed in your own Web site’s privacy policy statement, which allows visitors to exclude
themselves from SiteCatalyst® tracking. When users click the link in Omniture’s Privacy Policy, they have the option to be excluded from
site statistics (enabled by installing a cookie in their browser that identifies them as one not to be tracked). They can also click a link that
allows their actions on your site to be tracked, or to remove the opt-out cookie if it was set during a previous visit.
The following is Omniture’s privacy policy with respect to tracking information about your site visitors. The same policy can be found at
www.omniture.com/policy.html.
Privacy Policy for Visitors to Sites Tracked by SiteCatalyst® – a Web Analytics Product by Omniture, Inc.
Omniture® considers privacy one of our highest priorities. In order to honor that priority, and to maintain the confidence of our
customers, Omniture® conducts its SiteCatalyst® business in accordance with the following policies.
We Do Not Collect Personal Information

SiteCatalyst® does not collect any personal information such as names, ages, phone numbers, addresses or e-mail addresses from
visitors to our customer's Web sites.
We do not Aggregate Individual Visitor Traffic Patterns

SiteCatalyst® does not collect individual profile information for visitors across multiple sites and does not aggregate information from
other sources about browsing patterns of individual visitors across multiple sites.
Collection of Non-Personally Identifiable Information

SiteCatalyst® collects anonymous visitor information like IP addresses, browser types (such as Internet Explorer or Netscape), referring
pages, pages visited and time spent on the Web site. SiteCatalyst® collects this non-personally identifiable information for the following
purposes: (1) to provide anonymous statistical analysis of Web page traffic patterns to our customers for their Web sites; (2) to administer
our Web site and servers, (3) to allow for auditing of our services by third parties, and (4) to improve our services.

Appendix A
Anonymous Use of Cookies

It is Omniture’s policy to use cookies only for more accurate anonymous traffic analysis. We use cookies to more accurately track the
time/date of the visit, the page viewed, the referrer, and transaction information for Conversion pages. The cookie information does not
include personal data such as name, age, phone number, e-mail address or mailing address. In addition, SiteCatalyst® does not link
cookies to personal data such as name, age, phone number, e-mail address or mailing address.
As we do not build a database of individual visitors, the data that we do collect is never stored in any individual user profile; the data
collected serves only to update aggregate counts allowing our customers to monitor traffic on their site. Most browsers are initially set up
to accept cookies. If you would prefer, you can set your browser to reject cookies.
SiteCatalyst® customers use customized JavaScript tracking code provided by Omniture® to track anonymous information about their
Web site visitors' activity. This code contacts Omniture's servers, receives a response, and loads a 1x1 clear pixel image on the page. This
JavaScript tracking code does not collect personal information such as name, age, phone number, mailing address or credit card
numbers from visitors to our customers' Web sites. Visitors may elect to opt out of receiving tracking cookies for all sites using
SiteCatalyst® services.
We do not Create Individual Profiles

SiteCatalyst® does not create individual profiles of visitors. We do not have a database of individual profiles of each visitor. SiteCatalyst®
collects data in aggregate form and data is not recorded or stored about individual visitors.
Third-Party Access
Our customers control access to SiteCatalyst® traffic reports. SiteCatalyst® anonymous traffic data for a customer's Web site may be
provided to an auditing service upon request from such customer.
Opt Out of Tracking Cookies

You may elect to opt out of receiving tracking cookies for all sites using SiteCatalyst® services. To do so, you will need to accept a cookie
indicating your choice. Please visit our opt-out page for more information.
For More Information

If you have any questions or comments about this policy, our services, or your experience with SiteCatalyst®, you can use the Feedback
link on our site, send an email to support@omniture.com, or write to us at:
Omniture Corporation
Attn: Customer Service
1358 W Business Park Dr.
Orem, UT 84058
(801) 722-7000

APPENDIX B
Metrics and Formulas
Metrics and Formulas

This section describes some of the metrics and formulas used in generating reports.
Average Page Views per (Timeframe) Unique Visitor

This is used to see how many page views on average each unique visitor is seeing, and is used as a related metric by the Page Views and
all Unique Visitors reports.
Calculation:
# Page Views for Month X

# Monthly Unique Visitors
Average Pages Viewed per Visit

Average Pages Viewed per Visit shows how many pages your visitors view with each visit. It is used as a related metric by the Visits report.
Calculation:
# Page Views for Month X

Total # of Visits for Month X
Average Time Spent on Site

This metric gives you a mean of how long visitors stay on your site. It can help you determine how sticky your site is or if your visitors are
staying long enough to get any value of the information on your site, and is used by the Time Spent on Site report and by the Time Spent
on <property> reports in the Paths section.
Calculation:
Sum of Daily Unique Visitors for the Month

∗ Average Time Per Session
Unique Monthly Visitors
Average Time Spent per Unique Visitor (min)

This metric is used as a related metric by the Visits report.
Calculation:
Average Time Spent per Visit ∗ # of Visits per Unique Visitor
Average Time Spent per Visit (min)

This metric lists the average of the midpoint of a grouped series as taken directly from the Time Spent on Site Report. It is used as a
related metric by the Visits report.
Average Times a Visitor Returns

This metric is used by the Return Frequency report.

Appendix B
Calculation:
Total # of Visits for Month X
# of Monthly Unique Visitors
Average Visit Depth

This equation is used by the Path Length report.
Calculation:
# of Page Views
# of Visits for [timeframe]
Average Visits per (Timeframe) Unique Visitor

This metric is used as a related metric by the Visits report.
Calculation:
# of Visits
# of (Timeframe) Unique Visitors
Forecast
Omniture uses this formula to predict the number of page views and visitors your account will receive during the current day, month or
year based on the information that comes into your account. The Page Views, Most Popular Pages and Pages Not Found reports use this
metric.
Calculation:
Hourly:
% of Hour Remaining ∗ Hits Already Received During this Hour
Daily/Monthly:
% of Page Views Occurring During Same Time One Week or Month Ago
Since traffic varies throughout the day, the forecast for daily and monthly data is more complex than it is for hourly. To predict the
number of page views you will receive for a given day, SiteCatalyst® first examines the hourly data from the same day one week ago (if
your account is new and data from the previous week is not available, SiteCatalyst® will use yesterday’s data). A percentage determining
the percentage of page views received the same time one week ago is then calculated. That percentage is then applied to the current
day’s total to predict the end result. The same formula is used for monthly calculations, using days instead of hours.
Internet Average
This column contains the average data percentage collected from several thousand business Web sites. This is a private list of businesses
that when combined provide an accurate Internet average. This average provides you with a baseline against which you can compare
the data for your site. Areas where your site's data differs significantly from the Internet Average may indicate marketing opportunities, or
designate opportunities for improvement. Use the Internet Average column in the Report Summary section as a baseline value against
which you can compare the data for your site. Areas where your site's data differs significantly from the Internet Average may indicate
marketing opportunities or designate opportunities for improvement. The Internet Average metric is used by the Search Engines,
Countries, Languages, Domains, Browsers, Operating Systems, JavaScript Version, Monitor Color Depths, Monitor Resolution, Netscape
Plug-in, Java, JavaScript and Cookies reports.

Appendix B
Most Popular Color Depths

This metric lists the top five color depths used by your visitors and what percent they are used, as taken from the Color Depth report. It is
used as a related metric in the Monitor Resolutions report.
Most Popular Monitor Resolutions

This metric lists the top five monitor resolutions used by your visitors and what percent they are used, as taken from the Monitor
Resolutions report. Used as a related metric in the Monitor Color Depths report.
Most Popular Search Engines

This metric lists the top five search engines used to get your site and the percentage they are used, as taken directly from the Search
Engines report. It is used as a related metric in the Search Keywords report.
Most Popular Search Keywords

This metric lists the top five search keywords to your site and what percent they are used to get to your site, as taken directly from the
Search Keywords report. It is used as a related metric in the Search Engines report.
Page Views for Top 5 Pages

This figure lists the top five most frequently visited pages of your site with their page views in corresponding timeframes, as taken directly
from the Most Popular Pages report. It allows for easy comparison of overall page views and the most popular pages, and is used as a
related metric in the Page Views report.
Total Page Views

Displays the Page Views for the selected time period and prior time periods, as taken directly from the Page Views report. Compare your
page views to your unique visitors without flipping back and forth between the reports. Used in all Unique Visitors reports.
Total Unique Visitors

This figure is the number of unique visitors in the time frame specified (i.e. day, month, or year) in relation to the page views report as
taken directly from the Unique Visitors report. Compare your page views to your unique visitors without flipping back and forth between
the reports. Compare total number of unique visitors to data in the report. Used as a related metric in the Page Views and all Unique
Visitors reports.
Total Usage Minutes

This metric gives you a mean of how long visitors stay on your site and is used in the Time Spent on Site report and as a related metric in
the Visits report.
Calculation:
Average Time Spent per User ∗ # of Unique Visitors
Other Calculations
The metrics and formulas listed in this section are those that are not included in SiteCatalyst® reporting, but that might be useful to
calculate for your purposes.
Site Penetration Index (SPI)

The number of interior page views per visitor. This ratio enables you to measure how well your site keeps visitors once they have been
brought in (the bigger number the better). Used in the Site Paths report.

Appendix B
Calculation:
Total # of Page Views to Interior Pages
# of Unique Visitors
To get the number of page views to any interior page, take the total number of page views minus the number of page views to the home
page.
Site Penetration Ratio (SPR)

This ratio enables you to know how many people leave your site after the home page. If the number is significant, you may want to adjust
some content to keep and propel visitors through your site. You can also use the Next Page report to further drill down and see the next
pages visitors go to after they visit your home page. From this you can determine if they are on track to making a purchase or signup.
Used in all Unique Visitors reports. An interior page is a non-home page, not a non-entry page.
Calculation:
(Page Views - Visits)
Visits

APPENDIX C
Glossary of Terms
404-Error
See Pages Not Found.
Acquisition
The attraction, enticement, gain or addition of new visitors to your site. SiteCatalyst® calculates a Cost Per Acquisition report, which
determines the cost required to acquire each new visitor.
ASP (Application Service Providers)

Third-party providers of software-based services and solutions. Distribution is made from one central data center across a wide area
network. ASPs are a common tool companies use to outsource their various information technology needs.
Base Report Type

The basic conversion statistics that are tracked on your site, such as products, campaigns or visit depths. Base Report Types appear in
“Products” reports as the main category under which the graphed items fall.
Browser
An application that provides a way to look at and interact with all the information on the World Wide Web (also called a Web browser). It
is technically a client program (such as Microsoft Internet Explorer or Netscape Navigator) that uses Hypertext Transfer Protocol (HTTP)
to send requests to Web servers throughout the Internet on behalf of the user.
Cache (pronounced CASH)

A temporary storage location from which data can be retrieved. Data retrieval from cache is usually much faster than from the server.
The Internet makes predominant use of the following two caching mechanisms:
• The Web browser stores recently downloaded pages in a temporary location on your hard drive. When you return to a page
you've recently viewed, the browser quickly retrieves it from this local cache rather than the original server. You can usually
change the size of your cache, depending on the browser you use.
• Most ISP’s utilize caching servers on their network. When a browser requests a page, the page is downloaded to the individual’s
computer and also saved on the caching server. If a different user then requests the same page, it is then retrieved from one of
the caching servers rather than the site servers.
Many analysis tools (especially log file analyzers) fail to count page views from cached pages. SiteCatalyst’s proprietary cache-busting
technology counts cached page views the same way it counts page views that have not been retrieved from cache, resulting in much
more accurate Web site usage data.
Cart Open
Events in which the cart object is created for a customer. Cart opens usually occur when a customer selects an item for purchase, but can
occur without an item as well.
Cart View
Event in which contents of the shopping cart are viewed by customers.
Categories
Similar groups of products, such as electronics or music (much like channels or content groups in the Traffic reports). Categories can
contain multiple products. For example, the electronics category can contain many products including televisions, radios and computers.
Channel
Defined sections, or categories, of your site. Web sites that have two main categories, such as weather and news, have two channels.
SiteCatalyst® enables you to group statistics for all page views that occur within any channel in your site.

Appendix C
Checkout
An event where customers arrived at the checkout stage of a purchase. Though the checkout stage usually occurs just before a purchase
is finalized, and usually involves the customer entering personal information (such as their shipping and billing information), you have
complete control over which events on your site qualify as checkouts.
Click-through
Occurs when a user clicks on a link (the event takes the customer to a new place). Click-throughs are typically used with promotional
activities. They may originate internally, such as for a site composed of many different areas, or they may originate on partner sites that
have ads for your site or your product.
Click-through Rate
Occurs when a user follows a hyperlink (usually a Web advertisement). The click-through rate is a measurement of the effectiveness of a
Web advertisement.
Color-depth
The number of colors that can be displayed on the screen: most commonly 256, 65,536, or 16 million colors.
Content Group
Similar to the Traffic channels. They show the areas of your site that were visited most by your site customers. Content groups could
include (but are not limited to) groups of products, help, support, or registration pages.
Conversions
The translation of one metric to another.
Cookie
A text file that uniquely identifies and is stored in the user’s browser. Cookies are most commonly used to identify individuals and
remember general user preferences. Web sites using cookies often ask users to complete a form providing information such as their
name and interests. This information is packaged into a cookie and stored in the Web browser for later reference. When the same Web
site is viewed again, the browser sends the cookie to the Web server, which uses the data to present Web pages customized to the user’s
preferences (such as a welcome page with your name on it).
CPM
An acronym standing for Cost Per Thousand (the “M” is the roman numeral for 1000).
CSV (comma-separated value)

Stores information in text format, allowing for more data at a much smaller file size. If you are trying to download your data for analysis,
CSV is definitely the preferred method. For example, you can get up to 5000 rows of information in CSV, but only 2000 in Excel (due to
file size).
Customer
A Web site visitor who has completed a transaction on your site.
Domain
A group of computing devices on a network that share common IP ranges.
Domain Name
The text-named mask for an individual IP address. Every computer that is connected to the Internet has a unique IP address associated
with it. When you log on to the Internet, your ISP assigns you an IP address. This number is a four-part number such as 207.159.140.20
(SiteCatalyst®’s IP address). Each IP address usually has a Domain Name that is assigned to it. The Domain Name for 207.159.140.20
happens to be SuperStats.com. The SiteCatalyst® statistics program will always try to match an IP address with its Domain Name so you

Appendix C
can see who is visiting your pages. For example, john.pr.ibm.com is probably a person working at IBM in their Public Relations
department. If the server cannot find an associated Domain Name for an IP address, then the IP address will be shown instead.
Encryption
Any method used to scramble data into secret code. It is the best way to achieve high levels of security. Data that is encrypted cannot be
decrypted unless a special key or password is used.
Entry Page
The first page viewed by a person on the same visit a success event occurred. Whereas an entry page is the first page accessed by a
person on the same visit a success event occurred, an original entry page captures the first page accessed by a person on their first
(original visit) to the site.
Exit Page
The last page customers viewed before leaving your site.
Expiration Trigger
Sets the lifetime of a variable value by letting you tell the system when to "expire" the variable’s value. Until a value expires, it will be used
as a modifier to the purchase events. Expiration triggers can be dates, time periods or conversion events.
Expire
Termination of variable values. Until a value expires, it will be used as a modifier to purchase events.
Firewall
A program or device used to filter and block information as it passes through an Internet connection, according to security rules set by
the network administrator.
Frequency
How often an event occurs. In SiteCatalyst®, the number of times a visitor returns to your site. This information is used in the Return
Frequency report, which shows how often unique visitors return to your site.
FTP (File Transfer Protocol)

Used to upload or download files to and from servers on the Internet.
GMT (Greenwich Meridian Time)

The international time zone standard. GMT is five hours ahead of Eastern Standard Time (EST). For example, 1:00 A.M. EST would be
6:00 A.M. GMT.
Hit
Every time a server is called to retrieve an image, text, frame, or other information for a Web site, a hit is registered. Depending on site
content, you could have 10 hits or more for one full-page view.
HTTP (HyperText Transfer Protocol)

A protocol that determines how Web servers and Web browsers should respond to various commands. For example, when you enter a
URL in your browser, your browser sends an HTTP command to the Web server instructing it to retrieve the requested Web page.
HVAC (Humidity, Ventilation, Air Conditioning)

An acronym used to describe a building’s environmental control systems.

Appendix C
Impression
Similar to a hit, though most commonly used in advertising. Every time a server is called to retrieve a Web page advertisement, an
impression is registered. In the case of sites monitored by SiteCatalyst®, the words hit and impression are used almost synonymously.
Instance
The number of times a unique event occurs, such as the number of times any visitor spends X amount of time viewing one page on your
site. For example, 10,000 visitors spending between 10 and 15 minutes on a specific page would be 10,000 instances of people visiting
for that duration.
Internet Average
The average value for a given statistic, taken across thousands of business Web sites. It provides a baseline against which site data is
compared. SiteCatalyst® uses the Internet Average for all reports in the Technology Section, as well as the Search Engines, Countries,
Languages, and Domains Reports.
IP (Internet Protocol) Address

Every computer or device that connects to the Internet has a unique identifier (IP address) associated or assigned to it. IP addresses are
four-part numbers separated by periods. Each number ranges from 0 to 255. An example of a valid IP address is 207.159.140.20, which
is SiteCatalyst’s IP address.
ISP (Internet Service Provider)

Companies that provide end-user Internet access via dial-up, cable modem or other accounts. Some ISPs also provide other services
such as Web site hosting, domain name registration, etc.
Java
A programming language used for Internet applications. It is often used to create complete applications, increase animation detail and
real-time updates and allow visitor interaction with Web pages through small applications called Java applets.
JavaScript
An interpreted programming or scripting language used to do many things such as:
• Automatically change a formatted date on a Web page
• Cause a linked-to page to appear in a popup window
• Cause text or a graphic image to change during a mouse rollover
Keyword
See Search Keyword.
Load Balancer
Any device or software package that balances the load of incoming or outgoing items to maintain an even server load distribution. For
the Web, a load balancer is a computer that sits between the Internet and two or more Web servers and processes the incoming requests
to balance the load to each.
Log File
Text files used by server software to store data relating to when files are retrieved from a Web site. Some of the information that is
collected include: date/time stamp, URL served, IP address, status of the request, etc.
Module
Though not consistently used, generally refers to new areas within the product, such as the e-commerce module. In this sense, it
combines the reports but also all of the database and backend stuff required to generate the reports. The user usually sees reports and
sections of reports, but isn’t exposed to "module" anywhere else.

Appendix C
Network
A group of two or more computer systems linked together. There are many types of computer networks, including:
• Local-Area Networks (LANs), where the computers are geographically close together (in the same building).
• Wide-Area Networks (WANs), where the computers are farther apart and are connected by telephone lines or radio waves.
Computers on a network are sometimes called nodes. Computers and devices that allocate resources for a network are called servers.
Node
In networks, a node is a processing location. A node can be a computer or some other device, such as a printer. Every node has a unique
network address.
Object-Oriented Programming
A programming model in which data structures become objects that include both data and functions. Programmers can also create
relationships between multiple objects.
One of the principal advantages of object-oriented programming over procedural programming is that programmers can create modules
that do not need to be changed when a new type of object is added. They can simply create a new object that inherits many of its
features from existing objects. This makes object-oriented programs easier to modify.
Operating System (OS)

The program that is initially loaded into the computer when it first starts up and manages all other programs in a computer. Examples
include Microsoft Windows, Unix and Linux.
Original Referrer
Customers can visit your site multiple times, and have a different referrer for each visit. The original referrer is the referrer customers used
the first time they arrived at your site.
Outsource
To use an outside provider or manufacturer to provide services (work, for example) in order to cut costs.
Over Time Report

Used in the Purchases, Shopping Cart and Custom Events reporting sections. Similar to the Page Views report, each of these reports
displays data for one Success Metric over a specific time period, such as a day, week, month, etc.
P3P (Platform for Privacy Preferences Project)

Developed to provide a simple, automated way for individuals to gain more control over the use of personal information on Web sites
they visit. P3P enhances user control by putting privacy policies where users can find them, in a form users can understand, and in a way
in which they can act on what they see. (See http://www.w3.org/P3P for more information.)
Page View
One complete Web page load in a user’s browser. Page Views count the number of times an entire page has been accessed rather than
individual site elements.
Page Not Found

Commonly referred to as a "404-error." A 404-error page is a default page that Web servers display when a page or file that has been
requested does not exist. This means that the server did not find anything matching the requested URL. No indication is given of whether
the condition is temporary or permanent.
Plug-ins
Programs that work together with the Web browser to increase functionality and add special features that are otherwise unavailable. The
Netscape Plug-Ins report displays the plug-ins being used by site visitors.

Appendix C
PNG
An image format similar to GIF.
Property
Sub-groups or subsections of channels. For example, assume a Web site has two channels: news and weather. The news channel may
then have the following four sub-groups, or Properties: national, local, sports and politics.
Protocol
A standard procedure or format for transmitting data between devices. Computer protocols typically determine procedures for the type of
error checking to be used, the data compression method (if any), how the sending device will indicate that it has finished sending a
message, and how the receiving device will indicate that it has received a message.
Proxy Server
A server located between a user’s browser and Web site servers. By intercepting all requests to the actual Web server, the proxy server
can:
• Improve performance by saving all requested Web pages during a set time period (see cache, above).
• Filter requests, such as to prevent certain people from accessing certain Web sites.
Referrer
Locations from which visitors to your site come. They can be Web sites with search engines or advertisements, e-mail messages, Web
sites with links to your site, or a shortcut on your own computer. For example, if a visitor clicks on an ad banner or link of any kind from
site A and arrives at site B, site A “refers” you to site B. Site B’s SiteCatalyst® account will register site A as a referrer and log one page
view for site B.
Referrers fall into two main categories: Domains and URLs. Domains refer to the domain name, and appear as the base domain without
the query string or subdirectories attached. Examples of a domain referrer could include “aol.com,” “yahoo.com” or “google.com.”
URLs include the base domain name, as well as any query strings or subdirectories. Examples of a URL referrer could include “aol.com/
subdirectory,” “aol.com/search string,” or “aol.com/subdirectory/search string.”
Reload
Instead of merely repainting the Web page on your screen (refresh), reloading a page sends a fresh request to the server to retrieve a
new copy of the Web page you are currently viewing.
Report-specific Success Metrics

Refer to elements that apply only to the report you are viewing. They can also be described as "happens" events, such as the number of
times a product is viewed (Product Views) or a campaign is clicked (Click-throughs). These metrics appear at the bottom of the Item
Summary report and are also displayed in the “Conversion Base” reports when selected from the Success Metrics menu.
Resolution
The fineness of detail with which images are displayed on your monitor, and is determined by the total number of pixels that can be
displayed on your screen horizontally and vertically. Generally speaking, the more pixels displayed on your screen, the finer (and smaller)
the image.
Router
The computers on the Internet that direct packets of information to the correct destinations. For example, when a user types in
www.omniture.com, this request goes first to a router which finds the physical location of the address typed in and directs that user’s
request to the appropriate servers.
Scalability
The capacity of a system to adapt to increased demands. A highly scalable system is one that can easily grow with a company.

Appendix C
Search Engine
A coordinated set of programs that receive a search request, compare it to the entries in the index, and return results to the visitor. These
coordinated programs include:
• A spidering program (also called a "crawler" or a "bot") that reads each page or representative pages on every Web site that wants
to be searchable. The spider uses hypertext links on those pages to read every page in those sites.
• A program that creates a huge index (sometimes called a "catalog") from the pages that have been read.
• A program that receives your search request, compares it to the entries in the index, and returns results to you.
An alternative to using a search engine is to explore a structured directory of topics. Yahoo, which also lets you use its search engine, is
the most widely used directory on the Web. A number of Web portal sites offer both the search engine and directory approaches to
finding information.
Search Keyword
Used by search engines as reference points for finding other words or information. For information on how this works, read the text under
Search Engine.
Server
A computer program that provides services to other computer programs in the same or other computers. When taken in the context of
the World Wide Web, a server “serves” Web pages to the requesting computer.
Spider
A program that reads individual pages within a Web site in order to create entries for a search engine index. It is also known as a
"crawler" or a "bot." Spiders are typically programmed to read sites that have been submitted by their owners as new or updated. Entire
sites or specific pages can be selectively visited and indexed. Spiders are called spiders because they usually read many sites concurrently,
their "legs" spanning a large area of the "Web."
SiteCatalyst® does not track spiders since they do not load images. Spiders that do happen to slip through appear in the “Other”
category.
SSL (Secure Sockets Layer)

A protocol that uses a private key to encrypt and transmit private documents over the Internet. Many Web sites use SSL to securely obtain
confidential visitor information, such as credit card numbers. URLs of Web pages that use an SSL connection usually begin with https:
instead of http:.
Sticky (Stickiness)
The tendency of a Web site to influence a person to increase the amount of time they spend browsing the site, and to increase the
visitor's desire to repeatedly return to the site. It is usually measured by the duration of a visit.
Success Event
Allow you to define and track events that are unique to your site. For example, you could track such custom events as steps in a sign-up
process, bids or demo views. Success events can also be used to augment other reports, such as tracking additional steps in your
checkout process that are not covered by the Shopping Cart group.
Summary Report
Present an executive overview of assorted conversion information. Each reporting section uses at least one “Conversion Summary”
report, which presents a synopsis of the information contained in the other reports in that group. SiteCatalyst® Conversion employs three
distinct versions of the “Conversion Summary” report: Conversions & Averages, Most Improved and Item Summaries.
Switch
Operates within LANs and is used to filter and forward packets to their correct LAN segments.
T1
A dedicated Internet connection that supports data transfer rates of up to 1.54 megabits per second.

Appendix C
TCP/IP (Transmission Control Protocol/Internet Protocol)

Represents the suite of communications protocols used to connect hosts to the Internet. TCP/IP is the de facto standard for transmitting
data over networks. Even network operating systems with their own protocols, such as Netware, support TCP/IP.
Telnet
A terminal emulation program for TCP/IP networks which runs on your computer and connects to servers on the network. The Internet is
a large TCP/IP network. A telnet session is initiated as the user types in the host and the host’s port and enters a valid username and
password. Once connected the telnet user can run commands as if he/she were physically at that server.
Transaction
Any process set by the Web site owner that begins with an order variable and ends with a success variable. This could mean a product
purchase, newsletter signup or e-mail request for information after going through a preset process.
Unique Customer
A unique customer is registered when a person makes a purchase from your site for the first time within a specified period of time. In
other words, while one person may buy from your site three times, this person would be recorded as one "unique customer" so you can
tell exactly how many individual people are purchasing from your site.
There are five different time frames SiteCatalyst® uses to define unique customers: daily, weekly, monthly, quarterly and yearly. A daily
unique customer may purchase from your site twice on February 7th, and then again on February 8th. This customer will register as two
daily unique customers, because only the first purchase on the 7th and the purchase on the 8th would count as unique purchases for their
respective days. This same standard is used to determine monthly and yearly unique customers for their respective time frames. It can be
helpful to ask the following question to see how SiteCatalyst® determines who is a unique customer: “How many different people
purchased from my site during this time period?”
NOTE: The sum of all daily unique customers is not equal to the total monthly unique customers for that month. This is because a customer who
purchases twice in a given month will count as two daily unique customers – one for each day they purchased – but only as a single monthly unique
customer. The same relationship holds true for monthly unique customers and yearly unique customers.
Unique Visitor
Registered when a person visits a site for the first time within a specified period of time. In other words, while one person may visit your
site and view the front page three times, a contact page twice, and several other pages once each, this person would be recorded as one
"unique visitor" so you can tell exactly how many individual people are coming to your site.
There are six different time frames SiteCatalyst® uses to define unique visitors: hourly, daily, weekly, monthly, quarterly and yearly. An
hourly unique visitor may visit your site at 2:01, 2:45, and then again at 3:24. This visitor will register as two hourly unique visitors,
because only the 2:01 and 3:24 visits would count as unique visits for their respective hours (2:00-3:00 and 3:00-4:00). This same
standard is used to determine daily, weekly, monthly, quarterly and yearly unique visitors for their respective time frames. It can be helpful
to ask the following question to see how SiteCatalyst® determines who is a unique visitor: “How many different people saw my site during
this time period?”
NOTE: The sum of all daily unique visitors is not equal to the total monthly unique visitors for that month. This is because a visitor who returns twice in a
given month will count as two daily unique visitors – one for each day they visited, but only as a single monthly unique visitor.
URL (Uniform Resource Locator)

The method used to give an address to documents and other resources on the World Wide Web. The first part of a URL indicates what
protocol to use, and the second part specifies the IP address or the domain name where the resource is located. For example, the first
section of the URL http://www.Omniture.com specifies that the Web page that should be fetched using the HTTP protocol. The second
section directs the main page in the Omniture domain to be retrieved.
Usenet
A worldwide bulletin board system with over 14,000 newsgroups.

Appendix C
Variable
User-defined variables that allow you to correlate your custom data with specific conversion events, such as the number of registered or
unregistered visitors that opened a shopping cart or the amount of revenue generated by business partner leads. Variables go beyond just
counting the number of page views that your custom data generates.
Visit
The number of times a visitor browses to your site. A visit begins when a person first views a page on your company’s Web site, and lasts
until that person stops all activity on the site for a period of 30 minutes (Web analytics general industry standard). The industry assumes
that, given the length of time, the person likely closed their browser and reinitiated a separate “visit.” A unique visitor could be
responsible for multiple visits (or sessions) during a day, month, and year.
Visit Depth
The depth to which customers to your site browse. For example, if a customer views three pages on your site before making a purchase,
that visit depth would be three.
Visitor
Registered each time a person visits your site. For example, if three people visit your site, three visitors are recorded.

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Omniture ®

CONTACT INFORMATION Omniture, Inc.

CHAPTER 2 - GENERAL NAVIGATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14

SITECATALYST 13.5 USER GUIDE 1

CHAPTER 4 - TRAFFIC REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101

SITECATALYST 13.5 USER GUIDE 2

TRAFFIC REPORT NAVIGATOR . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 101

CHAPTER 5 - PATHS REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 122

SITECATALYST 13.5 USER GUIDE 3

PAGES REPORTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 123

SITECATALYST 13.5 USER GUIDE 4

SITECATALYST 13.5 USER GUIDE 5

Welcome and Support

ABOUT THE USER MANUAL

• Browser: Microsoft® Internet Explorer® version 5.5 and above

SITECATALYST 13.5 USER MANUAL 6

• Monitor Resolution: 1024x768 (800x600 will work)

• Help you properly install the SiteCatalyst® code.

[corporate address] Omniture

550 East Timpanogos Circle

[toll free] 1.877.722.7088 (support, billing and sales)

[support e-mail] support@omniture.com

[sales e-mail] sales@omniture.com

[information e-mail] info@omniture.com

[corporate URL] http://www.omniture.com

[log-in URL] http://my.omniture.com

SERVICE AND BILLING INFORMATION

SITECATALYST 13.5 USER MANUAL 7

To Set Up Your Pages to Use SiteCatalyst ®

SITECATALYST 13.5 USER MANUAL 8

INSTALLING SECURE SOCKETS LAYER (SSL) CODE

NOTE: You cannot modify the original non-SSL code to be SSL-compliant.

A NOTE ABOUT TESTING YOUR SITE

SITECATALYST 13.5 USER MANUAL 9

Figure 1.1: Login Screen

To log in using single sign-on

1. From the login screen, click Login Using Single Sign-On.

SITECATALYST 13.5 USER MANUAL 10

RESETTING YOUR PASSWORD

To reset your password

SITECATALYST 13.5 USER MANUAL 11

Figure 1.3: Report Generator Options

Accessing Other Applications

SITECATALYST 13.5 USER MANUAL 12

SITECATALYST 13.5 USER MANUAL 13

SITECATALYST 13.5 USER MANUAL 14

The following sections explain each of these items.

The following eight tabs compose the Navigation Tabs section:

ACCOUNT INFORMATION HEADER

SITECATALYST 13.5 USER MANUAL 15

Figure 2.3: Account Information Header

To change report suite (multiple report suite companies only)

1. Click the drop-down box next to Site.

REPORT VIEW TABS

SITECATALYST 13.5 USER MANUAL 16

Figure 2.5: Improved Report Views

SITECATALYST 13.5 USER MANUAL 17

To change the items trended

1. Click Selected Items in the Report Status Header.

SITECATALYST 13.5 USER MANUAL 18

To change smoothing options for trended reports

Figure 2.8: Linear Trending

SITECATALYST 13.5 USER MANUAL 19

REPORT STATUS HEADER