Understanding how Woopra ingests, structures and reveals data is an important step to ensuring users gain the most value possible out of the platform.
Action properties, Visit properties, and Visitor properties are the foundation of the user's Woopra data structure. It’s extremely important to understand the differences between them when starting to build behavioral reports to get a better insight into the product. We recommend putting together a robust plan of what action and visitor properties are important as well as working with developers on implementing custom tracking to capture these data points.
Action data consists of every behavioral event the user sets 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 installed or can be custom actions that align with the 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 the customers take? In practice, when a visitor performs the action “pageview,” users can find out what page was viewed, how long the customers there, what device was 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.
For example, users may want to track every time a customer makes a payment, one 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.
Applying Action Properties
Action Properties can be leveraged in Woopra’s behavioral segments and analytics reports when a specific action the user wants to take a closer look at is defined. For instance, if they are looking at the payment action discussed above, the user 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 analyzing actions in Woopra is visit data and visit properties.
Visit properties define the current state of a customer active session whenever the session is being performed. Examples of visit properties are:
- customer location
- the platform a customer is on while engaging with the product
Woopra tracks all visit properties out of the box and users can find the full list of all visit properties being tracked by Woopra here.
Applying Visit Properties
Similarly to action properties, visit properties can help users to be more specific in defining an action they want to analyze. For example, applying visit properties, one can see all the customers who’ve made a payment from the US when the visit property constraint is set to “Country is USA.” Alternatively, if a user doesn’t want to select a particular action, but wants to analyze a specific visit property, selecting USA as a visit property will show all the customers from the United States who’ve engaged with the product.
Visitor data can be any type of information you want to track about your customers:
- Email address
Visitor properties define the current state of a customer and help users to segment customers 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 the customer and helps the user to better understand their personas. Unlike visit properties, most of visitor properties don’t change dynamically and reflect the state of a customer, not their session.
Visitor properties in Woopra can help 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.