Some of you may have been puzzled by the stark difference in traffic reported by NativeAI Publisher Analytics and your other analytics tools such as Google Analytics. We have now added "Total Views" as a headline metric to the Activity and Realtime Reports. Here's what the updated reports look like:
Updates to NativeAI Realtime Analytics report:
Updates to NativeAI Activity Report:
Why this change and what caused the 'difference' in reported traffic?
We are working on a slew of exciting features that will allow you to map audience Re-circulation behavior and flow between pages (we had already launched Recirculation metric on our reports earlier this year). These additional metrics will help you make a more accurate comparison of reports between analytics tools and also identify pages that drive more story reads.
About the 'difference', it is likely that you were comparing 'Total Pageviews' across all pages from your other analytics platform with the 'Reads' reported on your NativeAI dashboard. The reason for the difference is that it was comparing two fundamentally different sets of pages - articles or stories vs. all pages on the website.
At NativeAI, we believe that all content is not created equal, so they shouldn't be analyzed with the same metrics. We provide you with advanced publisher-specific metrics such as Engagement Quality and Audience Interests which are highly relevant for stories but not for gateway pages such as category listings or even your home page!
Here's an FAQ on some of the terms as defined in NativeAI Analytics Reports & these changes:
What are Stories?
Stories or Posts or Articles are URLs on your website that follow a recognizable template of a headline, author, timestamp, a significant chunk of body text and usually meta data such as category, topics, tags etc. and are usually written by your journalists, writers and authors. Stories typically serve the function of delivering news or opinions about a single incident or topic which is covered in the headline. Usually, each story has its own unique URL and once published, the contents of a story do not change by a great deal, except for typos / corrections.
p.s. Currently, Engagement Quality and Audience Interests are available only for story pages.
What are Pages?
Currently, all distinct URLs on your website that are not recognized as stories are treated as pages - this includes your Home Page, Categories (Politics, Sports, Markets, Local etc.), TV Listings, Weather Updates or even Login, Careers etc. Usually, the content listed on Pages can change significantly, with no change in the URL as they are either listings or temporal information updates.
What is the difference between 'Total Views' and 'Story Views'?
Total Views includes the traffic on all URLs in your website - including stories / articles and other pages such as the Home Page, News sections, weather etc. Story views includes traffic behavior of only URLs that are classified by our AI-engine as stories about a defined headline or topic.
What do the Top Pages, Top Stories and All URLs tabs on Activity Report show?
As the name suggests, Top Pages lists only non-article pages from your website and gives you their traffic data. Top Stories on the other hand, shows traffic data including Authors, EQ and Interests for stories published by you. The All URLs tab combines data from the Top Page and Top Stories reports for one single site-wide analytics view.
Where can I check traffic to my home page?
You can check the traffic to your home page under the pages report. Engagement Quality and Audience Interests will not be available.
Why are Audience Interests and Engagement Quality not available for Pages?
As discussed above, the content within Pages could change frequently and can include snippets of multiple unrelated stories (eg. home page). So we do not provide EQ and Audience Interests for pages. However, you can use Recirculation as a way to measure the effectiveness of traffic flow across your website, and we will be introducing more cool features that will help you visualize audience behavior in the upcoming months.
If you have any questions or feedback about this update, please chat with us using the chat blurb on the bottom right corner in your NativeAI Dashboard!
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Related Reading: How to use Editorial Analytics to garner Audience Attention