Merge pull request #678 from plausible/metrics-and-benchmarks

metrics and benchmarks

Author: metmarkosaric

docs/dashboard-faq.md

@@ -60,3 +60,7 @@ For more details, see our full [troubleshooting guide](troubleshoot-integration.
 ## How quickly will I see data after installing the script?
 
 Data appears in real-time. As soon as the first visit is counted after installing the Plausible snippet, your dashboard will start displaying stats with no delays. If you see a blinking green dot instead of the dashboard, it means we haven't recorded any visits yet. Our testing tool will launch automatically to help you verify the installation.
+
+## Where can I learn what each metric means?
+
+See the [metrics definitions page](metrics-definitions.md) for a full explanation of every metric in your dashboard, including typical ranges and guidance on how to interpret them.

docs/ecommerce-revenue-tracking.md

@@ -14,6 +14,8 @@ When you create a new custom event, you can optionally assign a monetary value t
 * Total revenue
 * Average revenue
 
+Total revenue shows your overall performance. Average revenue helps you identify which sources or campaigns drive high-value customers rather than just high volume. A source sending fewer but higher-value orders can be worth more than a high-volume source with a low average order value.
+
 <img alt="Ecommerce revenue goal top graph" src={useBaseUrl('img/plausible-ecommerce-revenue-top-graph.png')} />
 
 The revenue metrics are fully filterable. For instance, you can see the total or average revenue for a particular custom event per any dimension such as a specific date, referral source, marketing campaign, entry page, country or device.

docs/funnel-analysis.md

@@ -8,8 +8,8 @@ You can follow the visitor journey from a landing page to a conversion with our
 
 * Funnels allow you to analyze the user flow through your website and the different pages
 * You can go beyond pageviews and use any custom events to build a funnel
-* With the conversion rate you understand the percentage of visitors who started the user flow and ended with a conversion event
-* With the percentage drop-off between the individual funnel steps, you can spot where you lose the most visitors
+* With the conversion rate you understand the percentage of visitors who started the user flow and ended with a conversion event. End-to-end funnel conversion rates vary widely but even small improvements at a high-traffic step can have a large impact on total conversions
+* With the percentage drop-off between the individual funnel steps, you can spot where you lose the most visitors. A step with an unusually large drop-off is usually the best place to start optimizing
 * You can get more granular by [using filters](filters-segments.md) to segment your audience. Filter conversion funnels by marketing campaign, referral source, landing page, device or location for more insights
 
 <img alt="Funnels demo" src={useBaseUrl('img/funnels-demo.png')} />

docs/goal-conversions.md

@@ -8,7 +8,7 @@ import useBaseUrl from '@docusaurus/useBaseUrl';
 
 Goals allow you to track actions that you want your visitors to take on your site. Actions such as signing up to a newsletter, clicking on a "**Download**" button, registering for a trial account, purchasing a product, clicking on an external link, downloading a file or completing a checkout form of an ecommerce store.
 
-By setting up custom events or pageviews as goals, you can track the number of conversions, conversion rate, referrer sources and entry pages that are driving conversions and the top pages that people convert on. You can also follow the visitor journey using funnels.
+By setting up custom events or pageviews as goals, you can track the number of conversions, conversion rate, referrer sources and entry pages that are driving conversions and the top pages that people convert on. You can also follow the visitor journey using funnels. For definitions of conversion rate, unique conversions and total conversions, see the [metrics definitions page](metrics-definitions.md).
 
 Once a goal is configured, it appears in the "**Goals**" section of your dashboard after the first conversion is recorded. Then you can click on the particular goal to filter your dashboard by it and get all the insights on the traffic that has converted on that specific goal.
 

docs/metrics-definitions.md

@@ -48,4 +48,10 @@ Next, click on the "**Add goal**" button to return to the goals page. When you n
 
 Scroll Depth goals only display the "Uniques" and "CR (conversion rate)" metrics, and not the "Total" metric like the pageview goals and custom event goals do. This is because scrolling is an action that gets measured continuously during a pageview and it's not possible to count the total number of "scroll depth events" that occurred.
 
+## What's a good scroll depth?
+
+This varies by content type and page length. For most pages, an average above 50% suggests visitors are engaging meaningfully with your content. Blog posts and long-form articles typically see 50-70%. Landing pages often run lower since visitors make quick decisions near the top of the page.
+
+If your scroll depth is low on a page with an important call-to-action, the most direct fix is moving that element higher. If it's low on a long article, the content itself may not be holding attention past the introduction.
+
 If you'd like to learn more about what scroll depth is, what's a good metric to have, and more, you can check out our blog post [here](https://plausible.io/blog/scroll-depth-tracking).

docs/scroll-depth.md

@@ -4,7 +4,7 @@ title: Top content, landing pages and exit pages
 
 import useBaseUrl from '@docusaurus/useBaseUrl';
 
-Your "**Top Pages**" report shows which pages your visitors are visiting the most often. You can use it to identify the most popular content on your site. Click on any page to segment your audience by those who visited that particular page. You can also click the "**Details**" button to see the full list of pages with additional metrics. The number of pageviews, bounce rate, time on page and scroll depth for the individual pages are included too. Click on any metric heading to sort and arrange your data in ascending or descending order.
+Your "**Top Pages**" report shows which pages your visitors are visiting the most often. You can use it to identify the most popular content on your site. Click on any page to segment your audience by those who visited that particular page. You can also click the "**Details**" button to see the full list of pages with additional metrics. The number of pageviews, bounce rate, time on page and scroll depth for the individual pages are included too. Click on any metric heading to sort and arrange your data in ascending or descending order. For an explanation of what each of these metrics means, see the [metrics definitions page](metrics-definitions.md).
 
 You can also see the traffic flow by looking at the "**Entry Pages**" and "**Exit Pages**" reports. You can click the "**Details**" button to see the full list with additional details. For entry pages, details include visit duration for visits that started on a specific page and for exit pages, details include the exit rate percentage. Click on any metric heading to sort and arrange your data in ascending or descending order.
 

docs/top-pages.md

@@ -8,6 +8,8 @@ The "**Top Sources**" report displays acquisition channels, referral sources and
 
 You can click on any individual entry within the "**Top Sources**" report to segment your audience by that source and view the best performing landing pages or highest converting goals. Click the "**Details**" button to access additional insights such as the visit duration and bounce rate for the individual entry. In the "**Details**" view, you can sort and arrange your data in ascending or descending order by clicking any metric heading.
 
+These metrics help you assess traffic quality beyond raw visitor counts. A source with a high bounce rate or very short visit duration may be sending visitors who aren't finding what they expected. A source with a low bounce rate and longer visit duration suggests strong alignment between that audience and your content.
+
 Using [the "**Filter**" button on the top of your dashboard](filters-segments.md), you can filter the stats by multiple channels, sources or UTM tags simultaneously for more powerful traffic segmentation. You can also exclude traffic from a specific channel, referral source or UTM tag.
 
 <img alt="Top Referrers - multiple filters" src={useBaseUrl('img/top-referrers-filtering-multiple-filters.png')} />