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Computed data

Now that your event types, statistics and states are configured, they can be used in the various Webmarketer reports.

You will find:

  • the number of events, broken down by event type
  • the sum of your statistics
  • the number of states reached

Each of those can be used as is in reports, but it is common for some data to need computing, based on other available data or on arbitrary values.

Computed data editor​

Webmarketer lets you create computed data by providing an arbitrary formula that will be used to compute the value.

Those formulas let you combine data such as the number of interactions and the number of events, so they can only be computed on attributed data (as opposed to event data, which can be displayed in your dashboard widgets).

Computed data can therefore be used in the performance explorer and in your dashboard widgets.

Creating a computed metric in Webmarketer

Recipes​

Here are a few examples of computed data you can create in Webmarketer:

  • ROAS — return on ad spend {Revenue} / {Ad spend}
  • Average cart value {Revenue} / {Number of orders}
  • Conversion rate {Number of events} / {Number of interactions}
  • Average interaction duration {Cumulative interaction duration} / {Number of interactions}
  • Average number of page views per interaction {Cumulative number of page views} / {Number of interactions}
  • Average time to signature {Cumulative time before Signed} / {Number of Signed states}
  • Signature rate {Number of Signed states} / {Number of Quotation events}
  • Average gross margin rate {Gross margin} / {Revenue}

Available data​

  • Data retrieved from ad platforms
    • Ad spend
    • Number of impressions
    • Number of clicks/swipes
  • Webmarketer data
    • Number of events (filterable by event type)
    • Number of interactions
    • Cumulative interaction duration 1
    • Cumulative number of page views 2
    • Interpolated ad spend 3
    • Each of your statistics (filterable by event type)
    • Each of your states (filterable by event type)
    • Cumulative time before each state4

1 See the "Average interaction duration" recipe.

2 See the "Average number of page views per interaction" recipe.

3 To learn more about ad spend interpolation, see the Ad spend interpolation page.

4 See the "Average time to signature" recipe.