Search Insights utilizes Searchspring's search tracking data, while also analyzing some supplemental Google Analytics data to present important metrics breakdowns for searches performed on your site. You can use this report to analyze how shoppers are interacting with the various search queries on your site, and you can take action directly from this report.
Known Issues / Caveats
- There are some cases where Google Analytics doesn't return all the data we ask for. We saw this in one case where Page Value was off because we weren't getting a specific casing of a search query from GA, even when maxing out the GA request limit.
- Because we only fetch 5,000 rows of GA data, sometimes a specific casing with lower numbers of unique views may be dropped in our aggregations. Even if we increased it to Google's max of 10,000, this would sometimes happen.
- “dress” (with 100 views) is row 1 of the data we get from GA
- “Dress” (with 50 views) is row 4,900
- “DRESS” (with 2 views) is row 5,002
Date Range
The date selector at the top right of the page is used to change the range of dates for which you'd like to view details of this report. This reporting can be viewed up to two years back from the current date.
Highlights
The Highlights section at the top of the page gives you a quick, high-level view of metrics related to your site search performance.
Popular Searches (What People Want)
Shows a quick summary of the most popular search queries on your site within the currently selected date range. The pie chart can be hovered over to see more details.
Top Grossing Searches (What People Spend)
Shows a quick summary of the search queries with the highest Page Value (See "Page Value" below) on your site within the currently selected date range. The pie chart can be hovered over to see more details.
Top Converting Searches (What People Buy)
Shows a quick summary of the highest-converting (see "Conversion" below) search queries on your site within the currently selected date range. The pie chart can be hovered over to see more details.
Search Terms Tree
The Search Terms Tree provides a valuable interactive way to explore the common associations that search terms have when shoppers are looking for products. Here you can infer how your customers typically infer words together, such as brands that are commonly searched with the item name. Exploring can also help to identify potential synonyms, common misspellings, and popular product type demand at a high level.
Jump to a popular search word
You can begin or change your exploration by selecting any of the top "popular search words" above the tree.
Interacting with the tree
The word in the center is the current reference point to focus on. Words branched to the left are those that are typed before the center word, such as "floral print". Words branched on the right are those typed afterwards, such as "print dress". You can click any of the branched words to make it the new focus point.
Breakdown
The breakdown table gives you direct insight into your store's search history at a granular level. Here you can view specific analytics related to each search query.
Note: For performance, this report has data limits that only allow up to 5,000 results to be shown in this table. Because of how data is merged for presenting, it likely will usually be under 3,000 results.
Presets
There are a few helpful preset buttons above the table that configure the table into specific views that hides/shows various columns, and sorts some columns as well.
Search Query
The query that was searched for.
Requests
Requests can help you gauge how engaged shoppers are when searching for this query. It shows the total number of times a product set was requested by and shown to a shopper on this search results page. This includes when a shopper originally performed the search, as well as each time a shopper clicks a filter and changes pagination (goes to page 2 of results, etc).
Products
The number of products that were shown for this search query.
Total Unique Searches
The total number of sessions in which this query was searched. This excludes multiple searches on the same query during the same session. A unique search is counted once for each session this search was performed during, regardless of how many times it was viewed during that session. Whether a single session included 1 search for this query or 20 searches, it will still count for a single Unique Search.
% Search Exits
The ratio of how often this search query was the last page a shopper viewed during their session. This can be used to gauge the number of times shoppers end their browsing on this search query.
Calculation: Search Exits / Total Unique Searches
Time After Search
The average amount of time (in seconds) that shoppers spend on this search results page before moving to a different page.
Calculation: Search Duration / Total Unique Searches
Avg. Search Depth
The average number of pages people viewed after searching for this query.
Calculation: Search Depth / Total Unique Searches
Revenue
The total sale revenue (excluding shipping and tax) of transactions that occurred after searching for this query.
Transactions
The total number of transactions that occurred sometime shortly after a shopper searched this query. This can be used to gauge how likely someone searching for this query is to convert, when compared to Transaction numbers from other queries on this table.
Avg. Order Value
The average revenue of ecommerce transactions that occurred after searching for this query.
Calculation: Revenue / Transactions
Conversion Rate
The ratio of Transactions compared to Unique Page Views. This can be used to gauge how often a shopper makes a purchase after searching for this query.
Calculation: Transactions / Unique Page Views
Per Search Value
Each time a transaction occurs on your site, the page is identified that the purchasing shopper visited prior to making their purchase. The revenue from the transaction is then split out to each page that was viewed, effectively giving monetary credit to that page.
Per Search Value can be used to identify a search query's financial influence by showing its share of revenue. Search queries with higher Per Search Value have a higher tendency to be viewed by customers who eventually make higher purchases.
Calculation: Revenue / Unique Page Views
Actions
If you'd like to take some additional control over the behavior of a search results page, you can simply click the "Merchandise" link in the Actions column, which will take you directly to a campaign for that search.
If a campaign already exists for it, it will say "Edit Campaign" and take you to the existing campaign. If not, it will say "Create Campaign" and clicking it will create a new campaign for that search query.
Table Tools
The table has various tools that allow you to easily navigate the data:
- Show Per Page: At the top left, you can select how many rows per page you want to view on this table.
- Search the table: You can filter the table to only show rows that contain certain terms by searching in the box at the top right.
- Show/Hide Columns (Gear): Clicking the gear icon at the top right allows you to select which columns you'd like to show or hide on the table, helping you to focus on what's important to you.
- Export: Clicking an export button at the top right allows you to save a CSV or XLS file of this table. The exported file will include all of the data, not just the table page being viewed.
- Pagination: The pagination buttons at the bottom of the table allow you navigate through each page of the table.
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