Enhanced Conversion Products Report: FAQs

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When should I use the Enhanced Conversion - Products report?

Use this report to access all historical conversion data Syndigo collected that is associated with the products for which there is published enhanced content. The five metrics - visits, units, value, conversions, and conversion rate – provide a general sense of overall product performance, not restricted to the context of enhanced content performance specifically.

Do not utilize Enhanced Conversion – Products to answer questions about attribution, i.e. “Did shoppers who viewed enhanced content add-to-cart or purchase products?”. Instead, reference the Enhanced Conversion – Lift report for attribution-related insights.

Is the metric Conversions referencing the same concept in all cases?

No, the definition of a conversion depends on the site where the enhanced content was published. Approximately one quarter of the sites track the completed transactions and the remaining track clicks on the add to cart buttons as the conversion metric. The list of sites from which Syndigo is able to obtain conversion data is continues to grow with time.

Also, the data in Enhanced Conversion – Products makes all visit and conversion metrics available regardless of whether shoppers viewed or engaged with enhanced content. In some rare cases, conversions reflect completed transactions from all shoppers who visited a retailer website – not only those who visited the URLs where enhanced content was published. Conversions in this report cannot be expected to be identical in any other report, such as Lift.

Why is there no $ sign for the conversion value?

The conversion being measured is not always in US Dollars (USD). We track conversions on sites from around the world so we do not place the currency sign in the conversion value metric. Use the locale and/or currency filters to isolate conversion value for a specific region and/or currency.

Why is Conversion Rate over 100%?

Conversion Rate is calculated using the formula: Conversions / Sessions.

The metric Sessions is always derived in one way: A shopper must load a URL and the Syndigo tracking script must load during their visit.

However, in the following case, this results in Conversions representing a larger portion of visits than the Sessions that were tracked: A retailer may provide Syndigo with all transactions completed on the site – regardless of whether a Session was tracked. This includes purchases made in order history, shelf pages, search pages, and more. A Session may only be counted if a shopper visits the product details page specifically. The end result is that Sessions is only counting the shoppers who visited the product details page URLs, and Conversions is counting all product purchases the retailer provided.

When encountering a Conversion Rate over 100%, a two-step analysis is recommended:

• First, review the Retailer Summary where the retailer providing the high KPI can quickly be identified. For the site that is providing the high Conversion Rate, focus on the count of Conversions and Value metrics instead of the Visits, Units, or Conversion Rate. The same applies to all products associated with the site in the Product Summary section. This information speaks to total product sales for the entire retailer site, and should be treated as a separate story of performance resulting from the analysis: Sitewide Conversions.
• Secondly, apply a site filter and generate the report again, filtering out the data from the specific retailer that offers all conversions observed sitewide. This provides the second story of performance that can be derived: Conversions that occurred on the Product Detail Pages.

Why do Visits seem much lower than expected?

In order to track a Visit, Syndigo tracking script must be loaded when shoppers land on Product Detail Pages where enhanced content is present. In rare instances, a site does not load the Syndigo tracking script immediately upon page load. Certain sites require that shoppers scroll down to where enhanced content is located below-the-fold before providing tracking data. This is a restriction enforced by retailer’s chosen web technology. When encountering a site that is not providing all expected Visits for this reason, the following approach is recommended:

• The analysis that is derived from these sites guarantees that the shoppers had an opportunity to view enhanced content during their visits and prior to conversion. This should be considered a separate story of product performance: Conversions that occurred on the Product Detail Pages when there was an opportunity to view enhanced content.

Syndigo encourages all subscribers to contact retail representatives to help communicate the need to optimize their implementation with manufacturer provided content.

Why is Incremental Revenue on the Lift report a different number than the Value in the Enhanced Conversion – Products report?

Incremental revenue, sometimes referred to as incremental value, is derived from a formula commonly used across many industries to estimate or project the value of sales that can be directly attributed to a specific strategy or solution. Syndigo’s Incremental Revenue KPI utilizes the conversion rate of the Treatment Group, including the revenue associated with Treatment Group conversions, to estimate the value of conversions that can be attributed to the presence of enhanced content during the shoppers’ experience. Incremental Revenue is generally a smaller number than the total Value as presented in the Enhanced Conversion – Products report. The Enhanced Conversion – Products report is agnostic of the impact of enhanced content and provides all available conversion information from all sources Syndigo has accumulated, resulting in Value being greater than Incremental Revenue.

Why are there websites missing in the Retailer Summary?

Only the websites for which there is conversion data available are included in the Enhanced Conversion – Product report. This applies to all visualizations, not only the Retailer Summary. Below are the reasons why a website is not represented in the report generation:

• The website does not provide tracking data.
• At least 1 visit must be tracked against any URL on the site for the given timeframe and other filters applied when the report was generated. If no visit was observed, enhanced content may not have been available or the volumes of traffic are very low. Perform an audit using the Enhanced Coverage report to ensure content is live for URLs on the site and that content was viewed recently.

Why are there products missing in the Product Summary? Why do products disappear when I change the timeframe, but reappear when I change the timeframe again?

Only the product pages for which there was at least 1 visit observed, given the timeframe and other filters applied, are included in the Enhanced Conversion – Product report. This applies to all visualizations, not only the Retailer Summary. If no visit was observed, enhanced content may not have been available at the time or the volumes of traffic are very low. Perform an audit using the Enhanced Coverage report to ensure content is live for the product URLs and that content was viewed recently.

What should I do when data is missing or KPIs are not available?

First, perform an audit using the Enhanced Coverage report to ensure enhanced content is available for the expected URLs. If the URL can not be found in the audit, this means enhanced content was not available at the time the Coverage snapshot was taken. This indicates the content or the URL is either pending some additional action or is in an error status. Navigate to the Product record directly and ensure the URL status is “Available”, paired with a green dot. If any other status is observed, click the status to view the details.

Next, if the status of the enhanced content URLs is “Available”, click on the Page ID to launch the URL in a new browser tab. Perform an audit of the URL on the retailer site, checking that all expected enhanced content is visible and loading successfully on the page.

If enhanced content is visible on the page, very low volumes of traffic is the most likely reason that data is not available as expected. This can be further confirmed by continuing to visit and view enhanced content on all URLs and returning to the Enhanced Conversion – Products report the following business day to view the tracking events triggered.

Contact Syndigo support for additional assistance with investigations.

What is the difference between Conversion Rate and “Cart Rate”?

There is no difference – these are two representations of the same KPI across Syndigo. In visualizations where this is too little real estate for the term “Conversion Rate”, the abbreviated “Cart Rate” term may be used in its place.