Period over period comparison measures changes in website traffic and engagement to help you identify growth and trends in website traffic.
Analyze period over period (PoP) or year over year (YoY) comparisons for your website and for your competitors' websites.
What is the Value?
By comparing traffic patterns and engagement metrics of your site and your competitors across different time periods, you can:
- Identify trends and patterns over time to help inform your marketing and content strategies
- Highlight quarterly growth (PoP), yearly growth (YoY)
- Understand how your business is performing over time in the context of your competitive landscape to help identify areas for improvement
When analyzing website traffic, the period comparison option is available within the date-picker, found in the filter bar.
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Within the Website Analysis module, go to the Traffic and Engagement page.
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Using the filters in the upper right, set the time period to be analyzed.
Click the Compare to filter. Select previous year or previous period.
Total Visits Growth
The Total Traffic Growth graph will be presented above the Traffic and Engagement Growth graph.
View PoP or YoY growth in two different ways:
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View by website: View PoP growth per competitor to analyze the growth of a particular website compared to their competitive set over time. Easily identify the players who are growing the most and the fastest.
Below we see that all visits to all the fast fashion sites in the set declined YOY in Q2 2019. However, visits to forever 21.com decreased the most YOY, -27.25%, and visits to hm.com decreased the least YOY, -8.6%. -
View by period: View PoP growth by time period to analyze the growth trajectory of a set of websites over time. Evaluate whether traffic to the group is growing, stagnating, or decreasing.
Note: The average change is displayed in the top left of the graph, in both website and period views. It shows the weighted average growth of the sum of all visits across the group of websites in period 1 versus period 2.
Traffic and Engagement Over Time
Traffic and Engagement over time is presented in the form of a line graph and provides more granularity on trends over time. This feature allows you to easily understand if a website is growing in monthly visits, monthly unique visitors, average visit duration, pages per visit, and bounce rate - compared to its main competitors.
Tip: The default graph shown is monthly visits, but you can easily switch tabs to view the growth of the other engagement metrics.
The feature is located within the Website Analysis module > Traffic and Engagement.
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