What is the difference between sessions and users in Google Analytics?
A session is a collection of pageviews and tracked interactions of a user during one visit to the website. Sessions time out after a prolonged period of activity, which is 30 minutes by default.
- A user is a unique person that interacts with an app or website measured with Google Analytics.
- A user can initiate multiple sessions, but every session by rule will only have one user.
What is ‘engagement rate’ and how is it calculated?
Engagement rate is the percentage of views of a social post or website sessions where a user interacted with the content in engaging ways. The specific calculations for this rate vary because trackable behaviors vary by social channel and by website configuration. In general, they include the following:
Websites: At least 60 seconds on a single page, browsing image carousels, interactive elements with hot spots, video views and/or exiting via sharing links and other 3rd party links. For sites that do not track time on page via events, scroll depth to 75% can be leveraged. This introduces a larger margin of error and my obscure useful trends.
Social Channels: Video views, link clicks, interactive elements, comments, shares, likes. As available, social post engagement can be further classified based on the desired user behavior.
How is the social media data in my report found?
Social media data shown in reports are exported from the native channel platforms (Facebook, Instagram, LinkedIn and Twitter) and raw data is calculated find engagement rate per post.
What is a “content package?”
A “content package” represents a web page or BayerNet content piece and the various digital channels that promote that web page or content piece. Rather than measuring the vanity metrics such as total pageviews or sessions, a content package shown in a report will encompass the performance of the web page; the social media, BayerNet or other tactics that helped promote the content to report on its performance holistically.
How are benchmarks established?
Benchmarks are the average of performance for the last two quarters combined and updated on a quarterly basis. For example, if a report is delivered in January–March, the benchmarks shown are the average channel performance from July–December of the previous year, unless otherwise noted.
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