Out-of-the-box Marketing Analytics

Amplitude’s Out-of-the-box Marketing 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 Marketing 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 Marketing Analytics

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

Read the sections below to get started configuring Marketing 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 Marketing 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 Marketing Analytics breadcrumbs, locate the current view to the right of the project. If this is your first time using Marketing 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 Marketing 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 marketing 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.
• Ad Performance: Provides an overview of your ad campaigns (for example, Google Ads and Facebook Ads) with key metrics like Impressions, Clicks, Click-Through Rate (CTR), Cost Per Click (CPC), Customer Acquisition Cost (CAC), and Return on Ad Spend (ROAS), plus flexible settings for acquisition and revenue tracking.
• 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 total 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 Marketing Analytics:

1. Click Marketing 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, Apple iPhone, 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.

Ad metric definitions

Here are the default Ad metrics available in Out-of-the-box Marketing Analytics, along with the high-level formulas and definitions:

Modify settings and create goals

Out-of-the-box Marketing Analytics uses default events and properties from the Browser SDK or Ad Networks, 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 affects 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.
   • For Ad Performance, select events and properties to calculate CAC and ROAS metrics, along with properties such as ad source, campaign, and content.

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

Advertising metrics and properties

To view insights on ad performance, you need to connect to an ad network (for example, Google or Facebook). For more information, see the Source Catalog.

Amplitude associates advertising metrics with an event called Daily Ad Metrics.

The following user properties are set with the Daily Ad Metrics event and display by default in the breakdown table on the Ad Performance tab:

• UTM Campaign
• UTM Content
• UTM Medium
• UTM Source
• UTM Term

The Daily Ad Metrics event also includes several important event properties:

• Ad Impressions, Ad Clicks, Ad Cost, Ad Conversions, Ad Interactions

• Ad Group ID, Ad Group Name, Ad Group Type, Ad ID, Ad Name, Ad Platform, Ad Segment Device, Campaign Advertising Channel Type, Campaign End Date, Campaign ID, Campaign Name, Campaign Start Date, Final URL, Tracking URL Template

The first set of event properties includes numeric values you can use to compute advertising metrics. The remaining event properties describe the advertising metrics in the same way as the ad network. (This example uses Google Ads, but the process is similar for other advertising networks, although property names may vary.)

Configure UTM properties

To ensure your UTMs end up in Amplitude:

1. Add UTM parameters to your ad campaign URLs.
2. Instrument those UTMs as user properties in Amplitude.
3. Ensure the UTM values match between your advertising URLs and the event data you see in Amplitude.

If you don't see results, ensure the following:

• You ran an ad campaign during the selected date range.
• You added UTM parameters to your ad campaign URLs.

Create a web experiment for specific URLs

On the Page Engagement tab of Marketing Analytics, when you breakdown your data by Page URL, you can create a web experiment from the table.

Click the flask icon in the Action column of the table, and the New Web Experiment dialog appears pre-populated with the targeted page URL.