Customer Engagement Analytics: Metric Glossary
A simple guide to understanding the insights you’ll see inside your dashboard.
👥 Visitors & Users
Users
The number of unique people who interacted with your website, signage, or QR experiences during the selected date range.
New Users
People who visited for the very first time. If you’re viewing a specific campaign, this shows users whose first-ever interaction came from that campaign.
Returning Users
People who have visited before and came back again.
🕒 Sessions & Engagement
Sessions
A session is a visit. It begins when someone arrives and ends after a period of inactivity. Think of it as “one visit with multiple actions.”
Pages per Session
How many pages the average visitor views during a single session.
Average Session Duration
How long visitors stay engaged during a session, measured in seconds.
Bounce Rate
The percentage of sessions where a visitor arrived but didn’t interact further. Lower bounce rates mean more engaged visitors.
💰 Conversions & Revenue
Conversions
The number of purchases made during the selected period.
Conversion Rate
The percentage of sessions that resulted in a purchase.
Conversion Value
Total revenue generated from purchases.
Average Value
Average revenue per purchase.
🛒 Ecommerce Performance
Purchasers
Unique customers who completed a purchase.
Items Purchased
Total number of items sold.
Revenue
Total sales generated.
Average Price
Average price per item sold.
Purchase‑to‑View Rate
How often product views lead to purchases.
Ecommerce Funnel
Track how customers move through your buying journey:
- Item View – Someone views a product
- Add to Cart – They add it to their cart
- Checkout – They begin checkout
- Purchase – They complete the order
This helps you spot drop‑off points and optimize your funnel.
📄 Content & Page Insights
Page Views
How many times a page was viewed.
Unique Page Views
How many sessions included at least one view of the page.
Top Pages
Your most popular content based on views and engagement.
🧭 Channels & Attribution
Channels
Where your visitors came from:
- Organic Search
- Paid Search
- Direct
- Referral
- Social
- Other
Owned Channels
Traffic you control directly (email, direct, organic search, etc.).
Paid Channels
Traffic you pay for (ads, paid search, paid social).
UTM Parameters
Tags used to track marketing campaigns:
- utm_campaign – the campaign name
- utm_source – where the traffic came from
- utm_medium – the marketing medium
Note: For time‑based charts, use UTM Campaign instead of Campaign ID.
⭐ Why you may not see all channel options at first
When your site or landing pages are brand new, most traffic comes from direct visits, QR scans, or internal navigation — so only a few channel types appear. As your pages start receiving real traffic from search engines, social platforms, ads, email campaigns, and external websites, Xathari automatically detects and adds new channel categories like Organic Search, Paid Search, Referral, Email, and Social.
Your channel list grows naturally as your audience grows.
🎯 Interactions & Events
Events
Any action a visitor takes — page views, clicks, scrolls, searches, purchases, QR scans, and more.
Interactions
Meaningful engagement actions such as:
- Scrolls
- Clicks
- Searches
- QR scans
- Page views
- User engagement events
Scrolls
How often visitors scroll on your pages — great for measuring content depth.
Clicks
How often visitors click buttons, links, or CTAs.
Searches
How often visitors use your site’s search feature.
QR Scans
Number of times your QR codes were scanned — perfect for phygital campaigns.
🌍 Geo & Device Insights
Country / Region / City
Where your visitors are located.
Device Type
What device they used:
- Mobile
- Desktop
- Tablet
- Smart TV
- Other
