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Strategic Overview

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Important

If you’ve used workspace arenas in the past, you’ll see that Competitive Trackers are the next generation of this feature, bringing a new level of smart insights and commentary to the table. 

Workspaces and arenas will only be available to users who have previously created them. You'll find them within the Competitive Trackers module.

The Strategic Overview section gives you an overview of key visit and engagement metrics to better understand your website's performance compared to your competition.

Arena Marketing Highlights

Arena Marketing Highlights are displayed in the Strategic Overview section of your Arena and will give you clear sign-posts when a competitor experiences a significant increase/decrease (jump or drop) in traffic to one of its digital marketing channels via the Arenas they have setup in their personal workspace.

Arenas_Highlights.png

Arena Marketing Highlights surface insights based on your personal preferences and minimizes the time to get them. Marketing channel ‘jumps’ or ‘drops’ will display if there is a significant increase or decrease in traffic over the previous seven days. Marketing channel trends will appear if there has been a significant increase or decrease in the weekly average traffic trend over the previous four weeks

**Important**

Arena Marketing Highlights will only appear under certain circumstances:

  • Highlights will only appear when the arena is set to display its default selected country. 

  • Highlights will only appear if there are significant changes in the traffic of the marketing channels.

  • Highlights will only appear when viewing Desktop only or All traffic data.

  • Highlights are not available for mobile-only data. 

  • Highlights are only available when viewing three months or fewer data sets. Any great timeframe and they will not appear.

Visits Over Time

This graph shows your visits to the domains in the arena. You can display this information on a daily, weekly, or monthly basis as well as the actual numbers or percentages. This allows you to see how you stack up against your competitors.

Note: You can filter by Unbounced Visits - to show pages that were visited more than once.

In the table, you can see:

  • Domain: Website, including all subdomains. Hovering over the domain will give you more details, such as Global Rank, Country Rank, and Last Month Visits.

  • Traffic Share: Percentage of traffic out of the overall arena sent to the website

  • Visits: Total visits sent to the domain over a selected period.

  • Change Over Period: Change in visits between the earliest month and most recent month in this period.

  • Avg. Visit Duration: Average duration of the visit in hours, minutes, and seconds. Longer visits may suggest that visitors interact more extensively with the website, which may mean they find it a rich source of relevant information and knowledge. The more time a visitor spends on the website, the more likely they are to convert. Note: This average includes bounced visits. For more information, see our Glossary.

  • Pages/Visit: Average pages per visit for the selected time period. Remember that for most sites, the goal is to keep users engaged, nurture their interest, and encourage them to take the next step - therefore the greater the Pages/Visit is the more engaged their audience is with their brand.

  • Bounce Rate: Percentage of visitors who enter a site and then leave after visiting only one page. For more information, see our Glossary.

Engagement Metrics

This shows you a comparison of engagement metrics between the websites in the arena.

In the table, you can see:

  • Domain: Website, including all subdomains. Hovering over the domain will give you more details, such as Global Rank, Country Rank, and Last Month Visits.

  • Desktop / Mobile traffic split: Percentage of traffic split by device

  • Visit Duration: Average duration of the visit in hours, minutes, and seconds (this average includes bounced visits).

  • Pages/Visit: Average pages per visit for the selected time period. Remember that for most sites, the goal is to keep users engaged, nurture their interest, and encourage them to take the next step - therefore the greater the Pages/Visit is the more engaged their audience is with their brand.

  • Bounce Rate: Percentage of visitors who enter a site and then leave after visiting only one page. For more information, see our Glossary.

Marketing Channels Overview

In this section, you can see the Channels Overview, which is the percentage of incoming traffic from each marketing channel. You can display this information with numbers or percentages. This helps you see what is working and what isn't, allowing you to focus on what is important to increase traffic to your site.

In the graph, you can see:

  • Direct: Traffic from users directly entering the URL, using a bookmark or saved link, etc. Direct traffic can be used as a barometer for brand strength (awareness and demand).

  • Email: Website that receives a large amount of traffic from email is likely to have a large loyal customer base that engages via an owned mailing list.

  • Referrals: Website that receives a large amount of traffic from referrals is likely to have a strong affiliate strategy or enjoy significant media coverage.

  • Social: A website that generates high and consistent traffic from social networks is likely to have a loyal community of users. Note: Traffic from Facebook, via the Facebook Ad Network, is tracked as social traffic.

  • Organic vs Paid: Distribution of organic traffic (visits to your website as a result of unpaid "organic" search results) versus paid traffic (visits to your website after you have paid for advertising promotions).

  • Paid Search: Website that generates a large amount of traffic from paid search is spending advertising budgets on increasing brand awareness or targeting relevant audiences for specific products.

  • Display Advertising: A website that generates a large amount of traffic from display ads. You can see how competitors are using advertising budgets on increasing brand awareness or targeting relevant audiences for specific products.

    Note: You can benchmark the results to the main domain you are analyzing or to the category, and you can filter to show only Unbounced Visits - pages that were visited more than once.

Dashboards

This shows you data visualizations that are automatically updated with the most current data available. To get started, click the Dashboard Gallery or select a predefined dashboard for your convenience.

With this feature, you can:

  • Create a separate dashboard with unique metrics for each of your business needs

  • Customize and organize your dashboards with a simple drag & drop capability

  • Easily reach the tables from your dashboard to further investigate the data

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