Understanding how Woopra ingests, structures and reveals your data is an important step to ensuring you gain the most value possible out of the platform. In this document, we’ll cover the most important concepts of action and user data that you’ll find throughout Woopra and how you can apply these concepts to perform powerful behavioral analytics.
We have three pillars of data within Woopra. These are action data, visit data and visitor data. Read on for an understanding of each and how/when you can leverage them throughout Woopra.
Action data consists of every behavioral event you set up to be tracked in Woopra. This could include actions such as:
- blog post views
- logins, and so on
Essentially, any action that a visitor or customer performs is considered an action. These are completely customizable based on the integrations you have installed or can be custom actions that align with your unique customer journey.
Not sure how to begin tracking action data in Woopra? Check out our Getting Started Guide or consult with your developers to determine which custom actions make the most sense for your business.
Tracking actions in Woopra is a great start, but, wouldn’t it be helpful to know a little more about each action your users take? For example, if a visitor performs the action “pageview,” you’ll probably want to know what page they viewed, how long they were there, what device they used and so on.
This is where action properties come in to play. Think of action properties as specific attributes that provide additional details for each event you’re tracking.
So if, for example, you’d like to track every time a customer makes a payment, you could send the “Payment” action to Woopra, along with associated properties such as:
- payment amount
- user plan or package
- payment option (e.g. credit card, Paypal, ACH), and so on.
Action Properties can be leveraged in Woopra’s behavioral segments and analytics reports when you define a specific action you want to take a closer look at.
For instance, if you’re looking at the payment action discussed above, you can select, “Plan equals Enterprise” as a property defining this action, and Woopra would return all users/actions matching this constraint.
Another important concept to keep in mind when you’re analyzing actions in Woopra is visit data and visit properties.
Visit properties define the current state of a user active session whenever the session is being performed. Examples of visit properties are:
- user location
- the platform a user is on while engaging with your product
Woopra tracks all visit properties out of the box and you can find the full list of all visit properties being tracked by Woopra here.
Similarly to action properties, visit properties can help you to be more specific in defining an action you want to analyze. For example, applying visit properties, you can see all the users who’ve made a payment from the US when your visit property constraint is set to “Country is USA.” Alternatively, if you don’t want to select a particular action but you want to analyze a specific visit property, selecting USA as a visit property will show you all the users from the United States who’ve engaged with your product.
Visitor properties define the current state of a user and help you to segment users by their firmographic demographic or behavioral attributes. Examples of visitor properties could be the email address, company’s name, age, gender, the original referrer or any other attribute that defines your customer and helps you to better understand their personas. Unlike visit properties, most of visitor properties don’t change dynamically and reflect the state of a user, not their session.
Visitor properties in Woopra can you help you answer the following questions:
- How many people from company X have engaged with my product in the last 30 days?
- How many people older than 30 years old have made a purchase on my website within the last year?
- Are user’s with a Marketing title more likely to convert than those whose title contains Sales?
- Are users whose originally came to my website from Google Adwords more engaged with my product than those who came from Facebooks ads?
Visitor properties can be leveraged in Woopra’s Segmentation filters to define a behavioral audience you want to analyze. More on Woopra’s segmentation can be found here.
For instance, within the Segmentation filter, you could set the company name which is a visitor property to Google to see all of Google’s employees engaging with your product.
Action/Action properties, visit properties and visitor properties are the foundation of your Woopra’s data structure. It’s extremely important to understand differences between them when you start building behavioral reports to get a better insight into your product. We recommend putting together a robust plan of what action and visitor properties are important and working with you developers on implementing custom tracking to capture these data points.