Traffic analysis

2025-04-02 08:33

The traffic dashboard offers two key insights: a summary of page views and visitors, and an in-depth analysis of user behaviors, including exposures, clicks, and click-through rates (CTR) categorized by SPM name and space name. This tool helps you understand user activity and assess the performance of display spaces, finding main traffic drivers and areas for improvement.

Access the dashboard

Go to Data Center > Data Analysis > Traffic Analysis > Traffic Performance to access the dashboard.

Core metrics overview

Component	Metric	Description	Filter & Dimension
Traffic Conversion	Exposures_PV	Total views of the advertising module.	Report Date: Cross-calendar box, default to T-7~T-1. Filter Options: spm name (only d component is available). spm code (only d component is available).
	Clicks_PV	Total clicks on the advertising module.
	PV_CTR	Calculate as (Clicks_PV / Exposures_PV) * 100%.
	Exposures_UV	Unique visitors who viewed the advertising module.
	Clicks_UV	Unique visitors who clicked on the advertising module.
	UV_CTR	Calculate as (Clicks_UV / Exposures_UV) * 100%.
	（UV, PV, PV_CTR, UV_CTR） Week-over-Week Comparison Rate	Change percentage compared to the previous week.
	（UV, PV, PV_CTR, UV_CTR） Month-over-Month Comparison Rate	Change percentage compared to the previous month.
	Content UV_CTR	Time series chart of Exposure_PV, Exposure_UV, Clicks_PV, Clicks_UV, PV_CTR, UV_CTR.
	Content Click Conversion Details	Exposure_PV, Exposure_UV, Clicks_PV， Clicks_UV, PV_CTR, UV_CTR based on report date, display space name.	Report Date: Cross-calendar box, default to T-7~T-1. Filter Options: spm name (only d component is available) spm code (only d component is available) Dimension: report date, display space name
Traffic Overview	UV (Unique Visitors)	Total unique visitors within a specific time.	Report Date: Cross-calendar box, default to T-7~T-1. App: Tracking user behavior with wallet user ID. H5: Tracking user behavior with session ID.
	PV (Page Views)	Total page views within a specific time.
	New UV	Unique visitors who first visited within the last 30 days.
	Avg Length of Stay per User - min	The average duration of a user session in minutes.
	(UV, PV, New UV, Avg Length of Stay per User) Week-over-Week Comparison Rate	Change percentage compared to the previous week.
	(UV, PV, New UV, Avg Length of Stay per User) Month-over-Month Comparison Rate	Change percentage compared to the previous month.
	User Access Distribution	Tracks unique visitor distribution over a 7x24-hour period to identify peak visit times.

Sample views

Traffic overview sample

Traffic conversion sample