Google Analytics KPI Tree

KPI > Google Analytics > KPI Tree

Summary

This report page shows the performance of the business across important metrics and identifies the key metrics influencing their overall sales, helping users quickly pinpoint growth areas and areas requiring attention from a Google Analytics perspective.

Questions the report answers

• What key metrics from Google Analytics are influencing my sales growth or decline?
• What are the key metrics driving my sales growth or decline?
• Which areas of the business need attention and optimization?
• How can I determine whether to focus on customer acquisition or customer retention to improve a particular metric?

How to read the report

The KPI Tree structure visualizes the relationships between the key performance indicators (KPIs) tracked in Google Analytics and how they contribute to the Sales Amount, which is the core metric.

Understanding the Structure of the KPI Tree

• Sales Amount is the core business metric that is broken down into Tracked Revenue and Untracked Revenue. The tree breaks down further from Tracked Revenue into Tracked Average Order Value (AOV) and Tracked Number of Orders, which are the First-Level KPIs.
• Each of these high-level metrics provides a fundamental view of how the business is performing.
• The tree branches out further from the first-level KPIs into second-level KPIs.
  • Number of Orders is influenced by key digital metrics such as Engaged Sessions, Conversion Rate.
• The tree branches out further from the second-level KPIs into third-level KPIs providing granular insights.
  • Engaged Sessions is influenced by Sessions and Engagement Rate. Sessions is further influenced by Number of Site Users.
  • Page Views are influenced by Sessions and Pageviews per Session.
• The low-level metrics are the storytelling metrics that help you understand why behind the performance of the high-level metric. For example, if the Sales Amount is down compared to the prior year, the KPI Tree helps determine whether the decline is due to a decrease in the Number of Orders, Average Order Value, or both. The tree allows for further analysis by breaking down these high-level metrics into more detailed insights, offering a top-down view of the business.

Understanding the KPI Card

• Metric Title: Displayed at the top left corner which defines what the KPI is measuring. Examples include “Sales Amount”, “Number of Orders”, “Average Order Value (AOV)”, etc.
• Time frame: Just below the metric title you’ll see a time filter label providing you context for the period being analyzed in the KPI.
• Actual Value: The most prominent figure on the card is the Actual Value of the KPI for the selected period.
• YoY Variance: On the right side of the KPI card you’ll see the absolute YoY Variance and YoY Variance % for the metric on the first row. Just below the metric variance, you’ll see the variance for the New and Repeat Customers. This breakdown helps you pinpoint whether to focus on customer acquisition or retention.
• Color Coding
  • Green: Indicates a positive change — increase the metric value.
  • Red: Indicates a negative change — decrease in the metric value.
  • Yellow: Indicates no change in the metric value
• Color Coding and Icons of the Title :
  • Green: If both New and Repeat Customer YoY Variance % is positive. Both the sub-categories are green.
  • Red: If both New and Repeat Customer YoY Variance % is negative. Both the sub-categories are red.
  • Yellow: If the trends for New and Repeat Customer YoY variance percentages differ, the sub-categories will be represented with different colors.
• Tooltip: A tooltip appears when hovering over the KPI card, providing a detailed view of the data. It includes a table comparing New and Repeat customers and a 13-week trend chart that compares the current period with the previous one for the selected metric.

Glossary

Conversion Rate (Google Analytics)

The percentage of website sessions tracked by Google Analytics (GA) that result in a purchase. It is calculated by dividing the number of orders by the number of sessions.

Engagement Rate

The percentage of sessions that resulted in meaningful user interactions on the website, as defined by Google Analytics. It is calculated by dividing the number of engaged sessions by the total number of sessions.

Engaged Sessions

The total number of sessions where users interacted meaningfully with the website, as tracked by Google Analytics. It is calculated by summing the number of engaged sessions.

Number of Site Users

The total number of unique users who visited the website, as tracked by Google Analytics. It is calculated by summing the total number of unique users recorded by Google Analytics.

Pageviews

The total number of pages viewed on the website during the specified period, as tracked by Google Analytics. It is calculated by summing the total number of page views recorded in Google Analytics.

Pageviews per Session

The average number of pages viewed per session. It is calculated by dividing the total number of pageviews by the total number of sessions.

Tracked Revenue

The total revenue generated from orders is tracked by Google Analytics (GA). It is calculated by summing the sales amounts from all orders that are tracked by Google Analytics.

Tracked Number of Orders

The total number of orders tracked by Google Analytics. It is calculated by counting all orders that are tracked by Google Analytics.

Tracked Average Order Value

The average amount a customer spends per order, as tracked by Google Analytics(GA). It is calculated by dividing the total revenue from GA-tracked orders by the total number of GA-tracked orders.

Sales Amount

Total revenue generated from the sales. It is calculated by summing sales amount values.

Untracked Average Order Value

The average amount a customer spends per order, which are not tracked by Google Analytics(GA). It is calculated by dividing the total revenue from GA-untracked orders by the total number of GA-untracked orders.

Untracked Number of Orders

The total number of orders not tracked by Google Analytics. It is calculated by counting all orders that are not tracked by Google Analytics.

Untracked Revenue

The total revenue generated from orders not tracked by Google Analytics (GA). It is calculated by summing the sales amount from all orders that are not tracked by Google Analytics.

Sessions (Google Analytics)

The total number of sessions recorded in Google Analytics.