Marketing KPIs, Pivots & Measures | Germain Documentation

GermainUX provides preconfigured KPIs, pivots and measures for analyzing marketing performance and its impact on adoption, conversion and retention.

💡 These analytics help teams understand:

Topic
Which campaigns attract and convert users
Where prospects or customers abandon their journeys
How new and returning users behave
Which landing pages, traffic sources and audience segments perform best
How errors, performance and user experience affect campaign outcomes
Whether an A/B test or experience change improves results

Preconfigured analytics can be used as provided or customized for your campaigns, applications and business objectives.

Watch the marketing analytics overview.

📋 Preconfigured KPIs

GermainUX includes several KPIs that support campaign, journey and experience analysis.

KPI	What it measures	Example use
Outbound Document Request	Requests made by a monitored page for documents or resources, including successful, slow or failed requests.	Detect broken campaign links, unavailable landing-page resources or failed calls affecting conversion.
User Session Replay	A recorded session from an application accessed through a browser.	Understand what users experienced after arriving from a campaign and why they converted or abandoned.
User Click	A user click or interaction within a monitored web application.	Analyze engagement, navigation, calls to action, ineffective elements and interaction performance.
Website Audit	Website quality, accessibility, performance and SEO findings.	Identify issues that reduce discoverability, landing-page quality or campaign effectiveness.

Additional or custom KPIs can be created to monitor conversions, campaign goals, feedback, experiments, product interest and other organization-specific outcomes.

🔍 Marketing Campaign Insights

GermainUX can capture campaign parameters and connect them with user behavior, application performance, errors, feedback, conversion and drop-off data.

This makes it possible to evaluate campaigns beyond traffic volume. Teams can determine whether a campaign attracts the right users, produces meaningful engagement and leads to the intended business outcome.

🗂 Campaign analysis can include:

Attribute
Campaign name, source, medium, content and term
Landing and exit pages
Referrer URL and referrer classification
New versus returning users
Session engagement and duration
User feedback and sentiment
Errors and performance degradation
Drop-offs and completed conversions
Audience, device and geographic segments

See Marketing Campaign Insights and configuration.

🧭 Pivots

A pivot segments a KPI result by a selected dimension. Pivots help teams determine which campaigns, audiences, pages or technologies are associated with strong or weak outcomes.

The available pivots depend on the selected KPI and its data model.

🏷️ Campaign Pivots

Pivot	What it helps analyze
Campaign Name	Performance of each campaign.
Campaign Source	Results by traffic source, such as a search engine, social network, partner or newsletter.
Campaign Medium	Results by marketing channel, such as paid search, organic search, social or email.
Campaign Content	Performance of different advertisements, links or creative variants.
Campaign Term	Performance associated with paid-search terms or other tracked keywords.

📤 Journey and Page Pivots

Pivot
Landing page path, query and title
Exit page path, query and title
Referrer URL
Referrer type and subtype
Returning user
Drop-off and non-drop-off counts
Session ID and correlation ID
End time, status and provenance

These pivots help identify which entry points create engagement, where users leave and how acquisition sources affect downstream behavior.

👥 Audience and Geographic Pivots

Pivot
User, role, type, group and department
User city, region, country and continent
Client IP
Client city, region, country and continent

These dimensions help compare campaign outcomes across customer, employee, prospect, organizational and geographic segments.

⚙️ Application and Technology Pivots

Pivot
Application name and component
Browser and browser family
Device and operating system
Access method
System name, type and environment
Target name, type, hostname and environment
Target city, region, country and continent

These pivots help reveal whether campaign performance is affected by a specific application, device, browser, environment or supporting technology.

🧮 Measures

A measure is the numerical calculation applied to a KPI. GermainUX provides measures for traffic, engagement, campaign reach, feedback, errors, drop-offs and user segments.

👥 Audience and Session Measures

Measure	Purpose
Sessions for New Users	Number of sessions generated by users who have not previously been identified as visitors.
Sessions for Returning Users	Number of sessions generated by returning users.
Percentage of Sessions from New Users	Share of sessions associated with new users.
Percentage of Sessions from Returning Users	Share of sessions associated with returning users.
Count	Total number of KPI instances.
Unique Session Count	Number of distinct sessions represented in the result.
Unique User Count	Number of distinct users represented in the result.

⚡ Engagement Measures

Measure	Purpose
Active Duration	Time during which the user actively interacts with the application.
Inactive Duration	Time during which the session remains open without active interaction.
Session or Event Duration	Total duration of the monitored session, interaction or event.
Pages Visited	Number of pages viewed during a session.

💬 Experience and Feedback Measures

Measure	Purpose
Error Count	Number of errors associated with a user, session, page or campaign.
Feedback Comment Count	Number of comments submitted by users.
Positive Feedback Count	Number of positive feedback responses.
Negative Feedback Count	Number of negative feedback responses.
Color Threshold	Configured status or severity value used in reporting and visualization.

Drop-Off Measures

Measure	Purpose
Drop-Off Count	Number of users or sessions that abandoned the expected journey.
Non-Drop-Off Count	Number of users or sessions that continued or completed the expected journey.
Drop-Off Percentage	Percentage of eligible users or sessions that dropped off.
Non-Drop-Off Percentage	Percentage of eligible users or sessions that did not drop off.

📊 Statistical Measures

For duration, engagement, errors, feedback, pages visited and other numerical values, GermainUX can calculate:

Statistic
Minimum
Maximum
Average
Total
Standard deviation
50th percentile
90th percentile
95th percentile
99th percentile
99.9th percentile

Percentiles are useful because averages can hide smaller groups of users experiencing serious performance or experience problems.

#️⃣ Distinct-Count Measures

GermainUX can count the distinct values of available pivots, including:

Category	Examples
Campaigns	Campaigns, sources, media, content and terms
Pages & Referrers	Landing pages, exit pages and referrers
Users & Groups	Users, sessions, roles, groups and departments
Applications	Applications and application components
Clients	Browsers, devices and operating systems
Systems	Systems, targets and environments
Geography	Countries, regions, cities and continents

🔗 Combining KPIs, Measures and Pivots

KPIs, measures and pivots work together to answer a specific marketing question.

Business question	KPI	Measure	Pivot
Which campaigns generate the most engaged sessions?	User Session Replay	Average active duration	Campaign name
Which traffic sources have the highest abandonment?	User Session Replay	Drop-off percentage	Campaign source
Which landing pages attract users but fail to retain them?	User Session Replay	Average pages visited	Landing page title
Which campaign variants generate the most interaction?	User Click	Count	Campaign content
Which browsers experience the most campaign-related errors?	Outbound Document Request	Error count	Browser family
Are campaigns attracting new users or retaining existing users?	User Session Replay	Percentage of sessions by user type	Campaign name

Teams can drill from aggregate campaign results into individual sessions, user interactions, errors and Session Replay to understand why a segment performs well or poorly.

🧪 A/B Test Analysis

Campaign content, page variants or experiment identifiers can be captured as pivots. GermainUX can then compare each variant using measures such as:

Measure
Engagement duration
Click volume
Drop-off percentage
Error count
Feedback and sentiment
Conversion or completion rate

Results should be compared across equivalent populations and sufficiently large sample sizes. Technical or performance differences should also be reviewed before attributing an outcome solely to content or design.

📉 Drop-Off Analysis

A drop-off occurs when a user abandons a page, journey or workflow before completing the intended action.

Drop-off filters are available across GermainUX dashboards and can be used to:

Quantify drop-offs at scale on an Aggregate Dashboard.
Identify the journey stage where users abandon using a Focused Flow or flow visualization.
Examine affected segments and individual instances on a Drill-through Dashboard.
Open the Analysis Dashboard to investigate leading factors, related activity, errors and technical causes.
Replay relevant user sessions to understand what users experienced before abandoning.

This workflow connects marketing performance with direct evidence of user, journey and technology friction.

🔧 Customize the Analytics

GermainUX can support custom:

Customizable item
Campaign and conversion KPIs
Marketing attributes and pivots
Measures and formulas
Drop-off and completion rules
Audience and cohort definitions
A/B test dimensions
SLA thresholds and statistical baselines
Dashboards, alerts, reports and automated actions

This allows teams to analyze marketing performance according to their actual acquisition, engagement, conversion and retention goals.

Service: Analytics

Feature Availability: 2021.3 or later