Metrics - Overview

Need a refresher on how to build metrics and dashboards? Check out our enablement course at learn.fullstory.com

Metrics are a way for you to track key interactions and KPIs on your site or mobile application. Metrics can be plotted in Dashboards and sliced and diced in the Metrics tab.

What is a Metric?

Metrics are an Event (click, page visit, error, or Custom Event), aggregation type and a format (%, $, etc…). The aggregations available include count of the event itself, the number of users who performed the event, the number of sessions in which the event was performed, or a calculation of Custom Event properties. 

Metrics give you the power and flexibility to track the specific digital experience interactions that are meaningful to your business. The process for creating Metrics is based on FullStory Search. If you have used Search before, then creating your first Metric will be a breeze. New to FullStory or need a refresher on Search? Head over to our Getting Started guide.

Types of Metrics and how to use them

For all events

Count of Unique Users - the unique number of users to perform the event (learn more about how FullStory determines a user)

Count of Events - the number of times the event happened

Count of Unique Sessions - the number of sessions in which the event happened

Count of Unique Property - the number of unique properties for a specific event or user variable. (for example, a count of the unique accounts - property: AccountName - that performed a specific event.)
Note: unique properties are limited to properties sent via API for a userVars or custom events.

Example:

Session 1: User A from Account 1 clicks Add to Cart 3 times

Session 2: User B from Account 1 clicks Add to Cart once

Session 3: User C from Account 2 visits the homepage and bounces

Session 4: User A from Account 2 clicks Add to Cart twice

 

If your event looks like this:

Sample Metric 1.png

Then your calculations will return:

Count of Unique Users

2

User A + User B

Count of Events

6

3 + 1 + 2

Count of Unique Sessions

3

Session 1 + S 2 + S 4

Count of Unique Property (Account ID)

2

Account 1 + Account 2

 

For numeric event properties

If you are sending Custom Events with numeric event properties to FullStory, then you will have many new ways to analyze them with Dashboards. The aggregation types highlighted below are specifically for these types of event properties, and not the events themselves (that is where you use Users/Events/Sessions as described above).

Aggregate Metric by Property.png

When you select one of these aggregation types, you will be required to choose the 'Property' that you want to calculate:

Measure Metric Property.png

 

In this case above, we have a Custom Event called 'Order Completed' that has three numeric properties that describe the event (revenue associated with the order, the shipping, and the tax).  By selecting the 'Average of' and 'Revenue' I can track my Average Order Value in FullStory.

Average Order Value Metric.png

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Not sending any Custom Events to FullStory?

No problem, you can still use these aggregation types on the Event Properties FullStory is collecting automatically. A popular one for our customers is to track the average page load time using data captured by FullStory.

Tracking Average Page Load Time.png

All time related data that FullStory captures are in milliseconds (ms) so we automatically select that format for you. We will also automatically autoscale the display on the visualization to our best time value guess, but clicking off Autoscale will keep the visualization in milliseconds.

The configuration above would create a Metric reflecting the average First Contentful Paint time experienced by users who visited the`/cart` page of our example site. We can visualize this with a Trend card to track page speed over time:

FullStory 2022-02-04 at 2.23.53 PM.jpg

 

Digging into a Metric

FullStory lets you explore the Metric by plotting different Segments of users, Dimensions like Browser Type or Element/CSS Selector, and Time Ranges.

If you Group by Element or CSS Selector, FullStory aggregates all Named Elements into single elements, removing all potential duplicates. You also have the ability to Hide CSS Selectors from your results via checkbox.

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When you adjust these toggles on the data visualization, you are not altering a saved metric i.e. if you come back later, your Dimension and Time range will be reset. If you find something interesting while exploring a Metric, we recommend creating a Dashboard Card with those settings. 

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Additionally, you have an option to visualize the data that is important to you in a Period-Over-Period analysis by using the Compare to past button. For example, maybe you're interested in weekly site visits based on a specific campaign you're running or how a promotional holiday sale performed this year versus the year prior. With Compare to past, FullStory offers the tool for you to see this data up close and learn what worked before and/or what is working now.

Start by simply clicking the Compare to past button and selecting your date range. The date picker will show two colors representing the date ranges you are comparing - blue for current and red for previous. Once you've made your selections, click apply to see the results displayed in a trend chart.

You will see two superimposed lines overlapping that represent each date range. Hover over the dots to see further detail.

Lastly, keep in mind when applying segments, if new users are included in these, it will not be able to show past data as there won't be anything to report.

Note: The ability to use this feature at its fullest potential, heavily depends upon your Product analytics retention plan. Read more about that here.

Combining Quantitative Metrics with Qualitative Sessions

FullStory will provide the sessions applicable to Metrics right below the data visualization. If you add an operator (e.g. ÷ × + −) to your metric, you can use the Event 1 and Event 2 toggles to focus on which experience you want to watch in a session replay. If you click on a session, it will take you right to the point in playback that the Event in your Metric occurs. This is important to (1) validate that your metric is capturing the interaction you care about and (2) understand why something might be happening.

 

Saving a Metric to a Dashboard

Once a Metric has been saved in the 'Metrics' tab, all users can add it directly to Cards in Dashboards. This can help ensure all users are using consistent Metrics when reporting data.

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Need to adjust a Metric slightly? No problem. You can click "Edit Metric Definition" right from your Dashboard card. That way if you need to make a small adjustment, you don't have to start from scratch.

Edit Metric Definition.png

 

 

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