This article helps you:
Use Amplitude charts to analyze common marketing metrics
Amplitude Analytics provides a multitude of insights into the success of your product's marketing efforts. This article highlights the ingredients needed to recreate common marketing metrics using Event Segmentation or User Sessions charts.
If you haven’t already read up on the basics of building charts in Amplitude, you should do so before proceeding.
Some of the setup instructions in this article require the use of custom formulas. See this article to read more about custom formula metrics, syntax, and definitions.
The examples in this section provide a starting point for setting up each metric. As with other analyses, use filters, group-bys, or segmentation to refine results.
Session totals | Visitors | Sessions per user |
Average session duration | Page views | Page views per session |
Bounce rate | Entry rate | Exit rate |
The setup instructions for session totals, visitors, page views, bounce rate, entry rate, and exit rate can also be applied to Data Tables analyses.
The session totals metric provides a sum of sessions.
Use the following setup for each module in your User Sessions chart to create the session totals metric:
Sessions: Count
sessions for all sessions
If desired, filter results by a specific domain or URL:
Contains Event
. Search for the Page Viewed
event. Set the count to greater than or equal to one.Page URL
.Measured as: Total Sessions
Segmented by: All users
The visitors metric gives a count of unique users who trigger a specific event.
Use the following setup for each module in your Event Segmentation chart to create the visitors metric:
Events: Page View
If desired, filter results by a specific domain or URL:
Page URL
. Select the checkbox next to your desired domain and click Apply.Measured as: Uniques
Segmented by: All users
The sessions per user metric gives an average count of sessions by unique user.
Use the following setup for each module in your User Session chart to create the sessions per user metric:
Count
sessions for all sessionsIf desired, filter results by a specific domain or URL:
Click Filter by and choose Contains Event
. Search for the Page Viewed
event. Set the count to greater than or equal to one.
Page URL
.Measured as: Avg Per User
Segmented by: All users
The average session duration metric gives an average length of sessions.
Use the following setup for each module in your User Sessions chart to create the average session duration metric:
Count
sessions for all sessionsIf desired, filter results by a specific domain or URL:
Click Filter by and choose Contains Event
. Search for your desired Page View
event. Set the count to greater than or equal to one.
Page URL
.Measured as: Avg length
(counting in days, hours, minutes)
Segmented by: All users
The page views metric gives a sum of page views events.
Use the following setup for each module in your Event Segmentation chart to create the page views metric:
Page View
If desired, filter results by a specific domain or URL:
Click Filter by and choose Page URL
. Select the checkbox next to your desired domain and click Apply.
Measured as: Event Totals
Segmented by: All users
The page views per session gives an average count of Page View
events per session.
Use the following setup for each module in your User Session chart to create the page views per session metric:
Count
events performed within sessions for all sessions
By Event Count
of the Page View
eventIf desired, filter results by a specific domain or URL:
Click Filter by and choose Contains Event
. Search for the Page Viewed
event. Set the count to greater than or equal to one.
Page URL
.Measured as: Avg events per session
Segmented by: All users
The bounce rate metric compares the count of sessions with a single Page View
event to the total number of sessions as a percentage.
Use the following setup for each module in your User Sessions chart to create the bounce rate metric:
Sessions: Count
sessions
Contains Event
= Page Viewed
with a count of oneIf desired, filter results by a specific domain or URL of each session:
Click Filter by and choose Contains Event
for session B. Search for the Page Viewed
event. Set the count to greater than or equal to one for session B.
Page URL
for sessions A and B.Measured as: Formula %:SESSIONTOTALS(A)/SESSIONTOTALS(B)
Segmented by: All users
This User Sessions chart is set up to calculate the 30-day bounce rate for the Page URL
ampli.com/home. The bounce rate for March 4th was 97.3 percent.
The entry rate metric gives the comparison of sessions with a Page View
event grouped by the first property value of the specified event property to the total number of sessions as a percentage.
Use the following setup for each module in your User Sessions chart to create the entry rate metric:
Sessions: Count
sessions
First Property Value
of the Page View
event property Page Title
If desired, filter results by a specific domain or URL of sessions A and B:
Click Filter by and choose Contains Event
. Search for the Page Viewed
event. Set the count to greater than or equal to one.
Page URL
.Measured as: Formula %:SESSIONTOTALS(A)/SESSIONTOTALS(B)
Segmented by: All users
This User Sessions chart is set up to calculate the 30-day entry rate for the Page URL
ampli.com/home. The chart’s group-by property value Page Title
is seen as different colored lines in the chart. The entry rate for March 3rd was 35.5 percent for the Home
property value.
The exit rate metric gives the comparison of sessions with a Page View
event grouped by the last property value of the specified event property to the total number of sessions as a percentage.
Use the following setup for each module in your User Sessions chart to create the exit rate metric:
Sessions: Count
sessions
Last Property Value
of the Page View
event property Page Title
If desired, filter results by a specific domain or URL of sessions A and B:
Click Filter by and choose Contains Event
. Search for the Page Viewed
event. Set the count to greater than or equal to one.
Page URL
.Measured as: Formula %:SESSIONTOTALS(A)/SESSIONTOTALS(B)
Segmented by: All users
This User Sessions chart is set up to calculate the 30-day exit rate for the Page URL
ampli.com/home. The chart’s group-by property value Page Title
is seen as different colored lines in the chart. The exit rate for March 4th was 16.1 percent for the Log In
property value.
Amplitude supports the use of several common performance marketing metrics. Create these metrics by following the recipes in this section.
Formula
Daily ad metric
ad_metrics.clicks
PROPSUM(A)
Formula
Daily ad metric
ad_metrics.impressions
PROPSUM(A)
Formula
Daily ad metric
ad_metrics.costs
PROPSUM(A)
Formula
Complete purchase
Revenue
Daily ad metric
ad_metrics.cost
PROPSUM(A) / PROPSUM(B)
Formula
Daily ad metric
ad_metrics.cost
User Sign Up
PROPSUM(A) / TOTALS(B)
Formula
Daily ad metric
ad_metrics.impressions
Daily ad metric
ad_metrics.clicks
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September 12th, 2024
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