CTR on a product listing page

[matteucc]

Hi all,

Does anyone know  how to check the click through rate on the product listing page?

Thanks,

Matteo

[VaniBhemarasetty · Accepted solution]

Spoiler

@matteucc you would need to fire a custom event whenever the product list page loads and then create a calculated metric which would be some thing

CTR = (Custom event/Total Page views)%100

This is just a workaround, because Adobe analytics does not have CTR metric by default

[matteucc]

Thanks for providing this answer!

[Jennifer_Dungan]

You can also create a "proxy" for this... if you can identify the product page with a segment, you can get the "product page views".

If you are using Activity Map, and can identify product pages by the Activity Map Page values, you can use the Activity Map Link Instances where Activity Map Page = Product Page, and use that in conjunction with the pages your "clicks" land on... 

Then you can do the "clicks" divided by the product page views.

Having custom events is obviously easier... but if you need to pull historical data and don't have those in place.. this can work for now.

[Jennifer_Dungan]

I forgot to mention, if you aren't using Activity Map... you can create a segment at Hit Level looking for:

-------

[Container at Visit Level]
    Product Page
    then within 1 hit
    Page where the click goes
[end container]

AND

Page where the click goes

----------

This will look for Hits on your "clickthrough page" that had a sequence of Product Page to Click-through Page (it might overcount slightly if users tend to bounce around a lot and come back to the click-through page... but again, this is a proxy until you have events being triggered) 

[SusiePo1]

Hi Jennifer,

What metrics would you use with this segment to calculate CTR? Page views?

[Jennifer_Dungan]

In my sample above I had suggested Page Views (but page views that were specifically segmented to your Product Listing Pages.

This would be somewhat of a fallback to get historical data before implementing a proper click event... but even after an explicit click is tracked, you would still want to divide by Page Views on your Product Listing Pages (to get a CTR for the pages that have the option to click) rather than the full number of Page Views on your site.

You could even trigger (if you don't already) an event on just your Product Listing Pages, then you would have two specific metrics to divide to get your CTR.

Above, the solution says "/Total Page views" but I don't really think that is a good CTR to be honest... if the links appeared on every page, sure... that would make sense... but if the link only appears on some pages, why would you calculate the clicks against all pages where it doesn't even exist?

Example:

• Page 1 (no link)
• Page 2 (no link)
• Page 3 (link)
• Page 4 (link)
• Click on link

In this scenario there are 4 total page views, 2 page views where the link exists, and 1 click...

Do you want your CTR to be 1/4 = 25% (even though 50% of those pages would never be able to provide a click, since the link never appears... which means no matter how good your link performs, in this example you could never get above a 50% CTR.

Or, you could do 1/2 = 50% (2 page views where the link is present, and 1 click). 50% of the times the link was available resulted in a click.

[SusiePo1]

I'm trying to configure the custom event and I am having an issue where it is showing as 0. I am trying to calculate click through rate from a product listing page (PLP) to a product detail page (PDP).

• I tried to create the custom event to fire when an item (PDP) is clicked from a PLP, however, the event is showing as 0.
• Should the event fire in the product string upon the product detail page load? Or should the custom event fire outside of the product string?
• Originally, I had the event firing in the product string so I could tie click through behavior back to an individual product as well as a specific listing page.

Thanks!

[Jennifer_Dungan]

If you are tracking a click, it should fire on the click.. it shouldn't have to be stitched into the s.products unless the click is specifically related to the product, but even then it might not be needed.

So basically, any normally triggered event (if s.products is part of the call) the event will apply equally to all products listed... So for instance, a "scView" event (viewing the cart) would apply equally to all the products in the cart (and not be counted for each item).

If you have a click on a product page, you may only have a single product, so a regular event would be fine.... or maybe on your product page you have the main product and multiple "recommended" products, if the click only pertains to the main product, then you would have to add the event into s.products to keep it isolated.

I don't know why your event is showing 0 without seeing your implementation... when you test, are you seeing the event in your tracking call? Can you check the configuration of the event, is it possible when you first had it as part of s.products, you configured it to be numeric (and therefore requiring it to be send as "eventx=1" instead of just "eventx")? If your event is numeric, and you don't pass what to increment by, it will increment by 0... this sounds like the likely scenario.....