Why to integrate with analytics platforms?
Track performance of key business metrics for Ascend experiences
Analyze experiment performance across custom and standard metrics such as
- Time on page
- Bounce rate
- Average Order Value (AOV)
Streamlined data investigation
- Analyze experiment data in a common analytics system
- Split experience results by custom attributes to identify possible audience trends
What not to use the analytics integration for
Evaluating experience performance
Whilst we do make available enough information available for calculation of basic conversion rates, Ascend uses advanced statistics to calculate the performance of each experience - the data required for these calculations is not available in external analytics tools. Additionally, comparison of an experience to control must be done carefully to ensure the correct time period is used.
Exact matching of user and conversions counts
Whilst the data should be similar across both systems, there are a variety of reasons why numbers are rarely exact - from definition differences to integration related issues. For a more detailed article on comparison of data see here.