Out-of-the-box Web Analytics

Amplitude’s Out-of-the-box Web Analytics acts as a centralized hub where you can track page engagement and session-based metrics using common KPIs, such as page views, session duration, and bounce rate. Custom settings are available to:

• Filter by domain: Filter metrics by a specific domain to target a specific website for analysis.
• Track conversions: Easily define a conversion funnel, enable detailed tracking, and visualize conversion metrics with data tables and charts.
• Uncover deeper insights with nested group-bys: Add additional detail to your top-level channels or campaigns analytics with nested group-bys.

Feature availability

This feature is available to users on all Amplitude plans. See the pricing page for more details.

Permissions

Your ability to edit views in Web Analytics depends on your role within the project.

Before you begin

If you haven’t already read up on the basics of building charts in Amplitude, you should do so before proceeding.

Configure Out-of-the-box Web Analytics

Before you begin, configure Out-of-the-box Web Analytics to ensure the provided analysis meets your needs.

Read the sections below to get started configuring Web Analytics. If your organization has more than one team, consider using views to enable each team to customize their settings.

Views

Out-of-the-box Web Analytics uses Views to set and maintain settings. Views enable the different teams that use your project to ensure they can view the data that's most important. To create a view:

1. In the Web Analytics breadcrumbs, locate the current view to the right of the project. If this is your first time using Web Analytics, the profile is Default.
2. Click the current view, and click + Create New View.
3. Update the settings on each tab to meet your team's needs.

Analyze industry-standard metrics

Out-of-the-box Web Analytics offers four sets of insights with default metrics, as well as optional goals or key outcomes, that you are driving users to:

• Traffic by Channel: Provides an overview of users visiting your product by channel. Metrics include visitors, bounce rate, session totals, average session duration, sessions per user, and web analytics views.
• Traffic by Campaign: Provides an overview of the users visiting your product by campaign. Metrics include visitors, bounce rate, session totals, average session duration, sessions per user, and any defined goals.
• Page Engagement: Details user engagement by page. Metrics include visitors, page views, bounce rate, page views per session, entry rate, exit rate, and any defined goals.
• Conversion: Provides over-time and aggregated analyses of user conversion based on your defined funnel. Metrics include overall conversion and step-by-step conversion.

Each insight displays a time series chart and an aggregated data table below it.

Follow these steps to analyze metrics in Out-of-the-box Web Analytics:

1. Click Web Analytics in the left-hand sidebar and select the insight you’d like to view.
2. If desired, click Add segment > Amplitude segments to filter your analysis by user type:
   • All users: Users who triggered any event during the selected date range.
   • Active users: Users who triggered at least one active event during the selected date range.
   • New users: Users who triggered at least one new user event during the selected date range.
   • Mobile web: Users who triggered events on a web platform from an Apple iPad or Android device.
   • Desktop web: Users who triggered events on a web platform from a Mac or Windows device.

From there, use the data table to further your analysis:

• Click Open in Data Table to view your results in a separate chart.
• For traffic by channel or conversion insights, select the channel you'd like to analyze from the Default Channels dropdown.

For conversion insights, you can also:

• View the data table fields by channel or campaign.
• Display total conversions or conversion rate.

Modify settings and create goals

Out-of-the-box Web Analytics uses default events and properties from the Browser SDK, but admins or managers can modify them in settings.

Follow these steps to manage settings, create goals, or customize tracked events:

1. Click Customize.
2. Select the type of setting you’d like to modify:
   • If Page View and Filter, choose the event and property that you’d like to use. This will affect all page-related metrics.
   • For Breakdown, choose the default channels you want to display, as well as your campaign and page engagement properties.
   • Set Conversion Funnel settings by choosing the events that make up your funnel.

If Goals, choose the key events or metrics you'd like to set up as additional metrics. Goals can be broken down by channels, campaigns, or pages.