Introduction
This document details the various metrics used to analyze the performance of stories, widgets, and products on our platform. The metrics are organized by categories to facilitate understanding and analysis.
Site Visitors
The calculation of website visitors is based on data collected from user interactions with the site. However, several factors can influence these calculations, which may lead to discrepancies between recorded data and reality (e.g., ad blockers, bots).
Session data
To retrieve session data (Stories Viewers, Avg. per Viewer, session duration…), you can:
• Connect your store if you use Shopify by following step 2
• Integrate the Global script if you use another CMS
1. Definition of sessions taken into account
To make the data more relevant for your analyses, we apply two filters:
Only engaged sessions are considered, using the same standard as GA4 to filter out non-relevant sessions:
Session duration > 10 seconds
OR number of clicks/scrolls on the page ≥ 1
OR number of page views ≥ 2
Only sessions exposed to JOIN assets are considered. Our analytics are designed to estimate the performance of the JOIN solution on your site, so only sessions that had the opportunity to see a story or a widget are taken into account. This ensures a balanced comparison:
If a PDP has widgets and a good conversion rate, it wouldn't make sense to compare it to a page without widgets that has a low conversion rate, and vice versa.
To be included, sessions must meet both criteria: (1) be engaged and (2) have visited a page containing a widget or a story.
2. Stories metrics
Name | Description |
Stories views | Total number of story views over the period. If a visitor leaves the story and returns (e.g., by swiping between stories), it counts as 2 views |
Stories viewers | Total number of unique visitors who have viewed stories |
Avg. per viewer | Average number of stories viewed per visitor. Calculated by dividing the total number of story views by the number of unique visitors |
Total sessions | Total number of sessions from visitors who viewed at least one story. A session ends as soon as the viewer is inactive for 30 minutes (GA4 standard) |
Completion rate | Average percentage of story completion. Indicates how far viewers progress through the story on average (advancing through the video or tapping to the next) |
Avg. watch time | Average time (in seconds) viewers spend on stories. In case of pauses or rewinds, the viewing time may exceed the story’s duration |
Engagement rate | Percentage of visitors who click at least once on a story interaction. Ratio calculated only among stories that include interactions. |
Total interacted Stories | Total number of stories where there was an interaction |
ℹ️ An interaction refers to a clickable element within a story, such as CTAs (Call to Action), Forms, Polls, Quizzes, etc.
3. Widgets metrics
Name | Description |
Widget loaded | Total number of widgets loaded on the site |
Avg. per viewer | Average number of widgets loaded per site visitor. Calculated by dividing the total number of widgets loaded by the number of unique visitors |
Widgets views | Total number of widgets viewed (75% of the height visible on the screen) |
Viewability rate | Widget visibility rate |
Widgets clicks | Total number of clicks on widgets |
Click rate | Widget click-through rate |
Avg. Stories views | Average number of stories viewed when a user clicks on a widget |
Avg. Stories per widget | Average number of stories in a widget. Allows comparison to the average number of stories viewed in a widget |
4. Products metrics
Name | Description |
Product view | Among stories with shopping interactions, the number of products viewed out of the products displayed. |
Viewability Rate | Product visibility rate: Number of products viewed / products displayed in stories |
Product clicked | Products clicked in shopping interactions |
Product engagement rate | Product engagement rate in stories: Number of product clicks / number of products viewed |
5. Engagement metrics
Sessions considered are those that are engaged (as defined by GA4) and exposed to widgets. See Step 1.
For these metrics, the impact of the JOIN solution is calculated. We compare a cohort that viewed at least one story to a cohort that did not, using the following formula:
(JOIN viewer metric / non-viewer metric) - 1
to obtain an uplift as a percentage.
Name | Description |
Session duration | Average duration of sessions from visitors who viewed at least one story. A session ends when the viewer is inactive for 30 minutes |
On-site uplift | Measures JOIN’s impact on session duration, i.e., the impact on the time spent by visitors who viewed stories compared to those who did not |
Bounce Rate | Measures the bounce rate of visitors who viewed at least one story : session with one page view / total number of session |
Exit drop | Measures JOIN’s impact on the bounce rate, i.e., the impact on the bounce rate of visitors who viewed stories compared to those who did not. |
6. Conversion Metrics
Attribution models assign credit to interactions throughout the customer journey.
Revenue attribution
Post-click (7-day window): the visitor purchased a product after clicking on the shopping component within the story
Post-view (2-day window): the visitor purchased a product after seeing it in the story
Indirect (1-day window): the visitor purchased a product after viewing at least one story
Name | Description |
Revenue | Sum of the amounts of purchased carts for which JOIN contributed (post-click, post-view, and indirect) |
Orders | Number of orders placed for which JOIN contributed (post-click, post-view, and indirect) |
Avg. order value
| Average value of orders to which JOIN contributed (post-click + post-view + indirect)
|
Conversion rate | Conversion rate of sessions that viewed at least one story. ⚠️ Not correlated with revenue attribution. The conversion must occur during the same session in which the story is viewed. |
Conversion uplift | Measures JOIN’s impact on the conversion rate, i.e., the impact on the conversion rate of visitors who viewed stories compared to those who did not |
7. Custom Conversion Metrics
ℹ️ A custom conversion is a user action considered key within the purchase funnel, without being a conversion in the strict sense. This could be booking an appointment, clicking on a specific CTA, or submitting a form. For more information, see Custom Conversion
Name | Description |
Conversion name | Name of the conversion defined by the user |
Conversions | Number of sessions with custom conversions |
Converted visitors | Number of unique users with custom conversions |
Conversion rate | Custom conversion rate per session: Number of sessions with custom conversions / total number of sessions |