Browse Analytics
Explores, metrics and the semantic layer
Every chart in Kontala Analytics is built from an explore: a table of your events with its dimensions and metrics already defined. Kontala defines them once, in a semantic layer it maintains for your organisation, so a metric means the same thing in every chart. New to explores? Start with how explores, dimensions and metrics work.
The explores
| Explore | One row for |
|---|---|
| Page views | every page view, with its page type, campaign, location, device, scroll depth and page speed |
| Visits | every visit, with its channel, landing page, conversions and whether it was frustrated |
| Clicks | every click, with its click type |
| Swipes | every swipe on a carousel or gallery |
| Friction | every struggle signal |
| Checkout | every checkout and its steps |
| Carts | every cart |
| Items | every product line in a cart, checkout or order |
| Data layer events | every event your site pushed to its data layer |
| Campaigns | each day of each campaign: its visits, credited conversions and ad spend |
| Campaign trends | each campaign's spend, cost per visit, cost per conversion and return on ad spend, compared with earlier periods |
| Attribution | every touchpoint on the way to a conversion |
| Cohorts | each new visitor in each week and month after their first visit |
| Activity | each visitor on each day, week and month they were active |
| Activation | each sign-up and the key actions it could take next |
| Feature usage | each active visitor, day and feature |
| First visits | each new visitor's first visit, and whether they came back |
| First-visit paths | each step new visitors took on their first visit |
| Trends | every visit KPI, compared with the week before, the year before and what those weekdays usually see |
| Movers | what moved: each breakdown, such as channel or landing page, compared with the week before |
Data layer events and Items appear once your organisation maps data layer fields.
What you will find in them
- Page types and click types, with where each came from: your site, your rules or Kontala's model.
- Channels, each with the same colour in every chart.
- Conversions: purchases, and leads, demo requests, newsletter signups and trial starts.
- Revenue: orders, revenue, average order value and conversion rates.
- Struggle signals and Core Web Vitals.
- Your standard fields, such as
k_order_value, and your organisation's owndl_fields.
How your settings shape them
When someone presses Publish in Data Capture, Kontala rebuilds your semantic layer with your latest page type rules, click type rules and data layer mappings. They then apply to all of your history.
You do not write or deploy the semantic layer yourself: Kontala maintains it, and keeps it the same for every organisation. If you need a metric that is not there, contact us.