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.