Analytics

Analytics and Reports
Copyright Demandware 2009
Contents
Analytics ..............................................................................................................................3
Available reports ..................................................................................................... 8
Analytic reports: conversion ................................................................................14
Analytic reports: catalog ...................................................................................... 17
Analytic reports: customer ...................................................................................18
Analytic reports: A/B testing ................................................................................ 19
Analytic reports: GMV ...........................................................................................20
Running a GMV report...................................................................................... 23
Analytic reports: purchase ................................................................................... 25
Analytic reports: search and navigation ............................................................. 26
Analytic reports: traffic ......................................................................................... 28
Analytic reports: technical ................................................................................... 30
Analytics
The Demandware Business Manager provides a module of analytics related to the
Demandware eCommerce Storefront. All analytics are compiled in the en_US locale.
CAUTION: Do not modify the reporting template locale for any reason. If you have
questions, please contact Demandware Support.
Module
Purpose
Conversion Reports
Include data on the conversion of visits, shopping

carts and checkouts to order, conversion of source
codes to orders, as well as visits to shopping carts,
to checkout and to orders.
Purchase Reports
Include data on the orders and revenue, average

revenue, average order, and ordered products.
Catalog Reports
Include data on the top products ordered by

quantity and by revenue.
Search and Navigation Reports
Include data on the top search terms, and the top

referring search engines.
Customer Reports
Include data on the number of new customers,

number of first time buyers and the total number of
registered customers.
Traffic Reports
Include data on the top pages, top referrers, top

user agents, top robots, total requests, request
runtime, total visits, and visit duration.
A/B Testing Reports
Provide an overview of the A/B tests performed on

your store and include data on group segmentation
and conversion rates.
Technical Reports
Provide insight into technical operations data of

your store such as pipeline performance numbers
and page caching characteristics.
Evaluate your site on different criteria, to analyze the effectiveness of certain marketing
actions, to gain an overview of most successful referral sites, to gain an overview of user
behavior, to plan future marketing actions.
Overview
In order for metrics to be meaningful, place the focus on the correlation between metrics
and finite numbers like revenue and number of orders. The overall goal of using metrics
is to identify trends over time.
Demandware offers robust analytical tools so you can capture and interpret relevant
information to provide direction for your online storefront.
Data capture and source

Demandware uses session IDs to capture web activities. While this doesn't allow for
distinguishing between visits and visitors (unique visits), it does circumvent the issue with
users blocking cookies or not allowing JavaScript and therefore not being counted.
Demandware uses web logs for analytics. Using web logs is faster than pulling data from
the database. The web logs represent all storefront web activities, for example, orders
entered by consumers. They do not represent, for example, order cancellations, order
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modifications and returns performed off-line by the merchant.
Terms and Definitions

Term
Definition
A/B testing (visit-based)
A visit can take part in A/B testing with one or more

tests. Each test has a name and several segments
(for example, name FastCheckout and segments
"one step", "two step").
The total number of visits is the base number.
The sum of all visits that took part in a certain
test and test segment is the A/B test result
number.
A visit can be part of multiple segments within a
test and can take part in multiple tests at once. It
will be counted for all tests it took part in.
Basket / Cart
A basket or cart is a shopping cart created by a

user during an-add-to-cart operation.
A visit can have zero or more carts (usually
zero or one cart).
Multiple carts occur when a user has
checked-out a cart but continues to use the
open visit and creates another cart. Each cart
has a unique identifier and is counted
separately. The counting time is the start time
of the visit.
A cart is counted multiple times when the cart
spans two or more visits (persistent cart
feature).
For example: Joe goes to IDemand.com thus
creating a visit or session. The session ID is 1234
with time stamp March 20, 2006 12:20:37. He adds
a product to a cart. The new cart has Cart ID
99999 with time stamp March 20, 2006 12:24:19.
He does not check-out the cart but leaves the
store, ending the visit/session. At 20:56:44 in the
evening, Joe returns. Since Joe allows cookies on
his computer, the cart still exists. The system
detects this, counts the cart as a new cart and sets
the time stamp of the cart to the time stamp of the
new visit/session, i.e. March 20, 2006 20:56:44. He
adds one more product, checks-out and leaves.
The end result is 2 visits, 2 carts and 1 checkout.
Buyer
A customer; a visitor who registered an account in

the storefront and who may or may not have made
a purchase.
Checkout
The process of ordering a cart. This process can

be stopped at any time and does not necessarily
end with an order. A visit can have more than one
checkout process for the same cart. Each checkout
is counted separately. The counting starts from the
start time of the visit.
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Term
Definition
Customer
A buyer; a visitor who registered an account in the

storefront and who may or may not have made a
purchase.
External Search
Any search that led to the storefront, regardless of

source. Phrases are not separated or reordered. A
list of recognized search engines is maintained by
Demandware. If you know of a search engine that
should be added to the list, please contact
Demandware via Support@demandware.com.
IP Address
The IP address of the sender of the request. The

real IP address of the sender can be masked by
proxies or network address translation.
Order
The final result of a finished checkout process.

Each order is counted separately. The order time is
the start time of the visit. A visit can have more
than one order (that is, a new cart for each order).
All reports use orders as they were captured by
Demandware at the time they were placed. Any
subsequent changes to orders are not captured by
Demandware.
Page Request
An http-request to the system. Only HTML

requests are counted, no media requests (images,
CSS, Flash etc.) are counted.
Product
An item with a unique ID.
Quantity
The number of items sold of a specific product.
Referrer
When visiting a web page, the referrer or referring

page is the URL of the previous web page from
which a link was followed. More generally, it is the
URL of a previous item which led to this request.
The referrer of an image, for example, is generally
the HTML page on which it is to be displayed.
Registered Buyer
A registered customer who has made at least one

purchase.
Revenue
The sum of all merchandise totals, including

shipping and tax.
Robot
Also known as a web crawler or spider; a program

that browses the World Wide Web in an automated
manner.
Web crawlers are mainly used to create a copy of
all the visited pages for later processing by a
search engine that will index the downloaded
pages to provide fast searches. Crawlers can also
be used for automating maintenance tasks on a
web site, such as checking links or validating
HTML code.
A list of recognized robots is maintained by
Demandware.
Runtime
Time needed to deliver a response back to the

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Term
Definition
client. This time includes the time needed by the
system to create as well as send the response.
Search
Any search performed in the storefront. A search

can contain one or more search words. For
example "Apple ipod" represents one search and
one search phrase. Phrases are not separated into
single words or reordered.
For analytics, only the 10,000 most recent search
phrases are used.
Unique Page
A unique Demandware URL, for example,

/Link-Category?catalog=StandardCatalog&name=226.
Unregistered Buyer
An unregistered user who makes a purchase.

Given the nature of being unregistered, the same
user will be counted for each purchase.
User Agent / Browser
The client application used with a particular

network protocol. The phrase is most commonly
used in reference to those that access the World
Wide Web. Web user agents range from web
browsers to search engine crawlers ("spiders"), as
well as screen readers and Braille browsers. When
Internet users visit a web site, a text string is
generally sent to identify the user agent to the
server.
Visit
A session by a registered / unregistered person or

robot as indicated by a unique session ID that
spans all requests.
The start time of the visit determines the time
of the count. If a visit spans more than one
hour or day, it will be counted once for its
start time (time and date).
All registered and unregistered visits are
listed separately in certain reports.
All non-customer visits are listed separately in
certain reports.
The start time of a visit is also the start time
for all sub-activities, such as orders,
checkout, and carts.
For analytics, only the first 1000 requests are
counted. The limit prevents robots from
biasing reports.
The maximal lifetime of a visit is determined
by the session ID lifetime. The web adapter
session ID lifetime is currently set to 6 hours
(security) and the session expiration
(application server) session timeout is set to
30 minutes (resource and run-time
performance).
The session timeout is fired if a session is
inactive for this period of time (there are no
requests during this time).
A session times out after 6 hours even if the
session is active. A new session is
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Term
Definition
automatically created and all active entities
are recounted.
Visit Duration
The time between the first request that started the

visit and the full delivery of the last request of the
visit.
Visitor
A visitor to the storefront, registered or

unregistered.
When employing the reporting features described here, keep in mind the following:
Due to the nature of the technology used, no report can be considered 100%
accurate 100% of the time.
Visits are ended for a single time period when necessary (for example, at the end of
a day) but continued for the next larger time period (for example, the next day).
Therefore, summing up the days in a report doesn't necessarily match the number
of days in a given month.
In order to run some reports, you need to have 'includes' in your storefront. See the
SiteGenesis Application for examples.
Available reports
All of the reports are available on daily, weekly, monthly, quarterly and yearly schedules.
Report group: conversion

These reports include data on the conversion of visits, shopping carts, and checkouts to
orders, as well as visits to shopping carts, to checkouts, and to orders.
Conversion Reports
Statistics
Checkout Funnel
Shipping (%)
Billing (%)
Payment (%)
OrderSummary (%)
Visits with Orders (%)
Visit Conversions
Cart Rate (%)

Checkout Rate (%)
Order Conversion Rate (%)
Visits with Carts (#)
Visits with Checkouts (#)
Visits with Orders (#)
Total Number of Visits (#)
Total Number of Carts (#)
Total Number of Checkouts (#)
Total Number of Orders (#)
Order Conversions
Order Conversion Rate (%)

Checkout Conversion Rate (%)
Cart Conversion Rate (%)
Cart Checkout Rate (%)
Total Number of Visits with Carts (#)
Total Number of Visits with Checkouts (#)
Total Number of Visits with Orders (#)
Total Number of Checkouts (#)
Search Conversions
Information about: All Visits, w/Searches &

Results, w/Searches & No Results, w/o Searches
for: Visits, Order Conversion, Total Orders,
Average Merchandise Total per Order, Average
Merchandise Total per Visit, Average Items per
Order and Average Visit Duration
Source Code Conversions
Information about source codes in relationship to

orders as well as source codes used within the
specified time period.
Report group: purchase

These reports include data on the orders and revenue, average revenue, average order,
and ordered products.
Purchase Reports
Statistics
Orders and Revenues
Orders (#)
Revenue (currency)
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Purchase Reports
Statistics
Average Revenues
Average Revenue per Order (currency)

Average Revenue per Visit (currency)
Total Revenue (currency)
Average Orders
Average Order per Visit (#)

Average Order per Cart (#)
Ordered Products
Number of Products Sold (#)

Total Quantity Sold (#)
Total Revenue of Products Sold (currency)
Top-X Products by Quantity (#, %)
Top-X Products by Revenue (#, %)
Gift Certificates
Total Gift Certificates Purchased

Total Value of Purchased Gift Certificates
Total Gift Certificates Redeemed
Total Value or Redeemed Gift Certificates
Average Value of Purchased Gift Certificates
Report group: catalog

This report provides an overview of the number of products sold, total quantity sold, and
the total revenue of products sold. In addition to these total numbers, the report provides
a detailed view of the top products sold by quantity and revenue. From a business point
of view, this report gives you a list of revenue drivers for your store.
Catalog Report
Statistics
Ordered Products
Number of Products Sold (#)

Total Quantity Sold (#)
Total Revenue of Products Sold ($)
Top-X Products by Quantity (#, %)
Top-X Products by Revenue (#, %)
Note: Limited to the 10,000 most recently used entries.
Report group: search and navigation

These reports include data on the top search terms, and the top referring search engines.
Statistics
Top Search Terms
Total Searches (#)

Searches with Results (#, %)
Unique Search Phrases with Results (#)
Searches without Results (#, %)
Unique Search Phrases without Results (#)
Top-X Search Phrases with Results (#, %)
Top-X Search Phrases without Results (#, %)
Search Engine Hits
Total External Searches (#)

Unique External Search Phrases (#)
Unique Count of External Search Engines (#)
Top-X External Search Terms (#, %)
Statistics
Top-X Search Engines (#, %)
Search Conversion
Information about: All Visits, w/Searches &

Results, w/Searches & No Results, w/o Searches
for: Visits, Order Conversion, Total Orders,
Average Merchandise Total per Order, Average
Merchandise Total per Visit, Average Items per
Order and Average Visit Duration
Report group: customer

This report provides an overview of the number of new customers (number of new
registrations), number of first time buyers, and the total number of registered customers
for the selected time period. From a business point of view, the customer and buyer
overview provides you with a good idea of how many visitors were converted to
customers, and how many of the customers were converted to first time buyers.
Customer Report
Statistics
Customers and Buyers
Number of New Customers (Registrations)

(#)
Number of New Buyers (#)
Total Number of Customers (#)
Report group: traffic

These reports include data on the top pages, top referrers, top user agents, top robots,
total requests, request runtime, total visits, and visit duration.
Traffic Reports
Statistics
Top Pages
Total Number of Unique Pages (#)

Total Number of Page Requests (#)
Top-X Pages (#, %)
Top Referrers
Total Number of Unique Referrer Hosts (#)

Total Number of Requests with Referrer
Hosts (#)
Total Number of Unique Referrer URLs (#)
Total Number of Requests with Referrer
URLs (#)
Top-X Referrer Hosts (#, %) Top-X Referrer
URLs (#, %)
Top User Agents
Total Number of Unique Agents (#)

Total Number of Agents (#) Top-X User
Agents (#, %)
Top Robots
Total Number of Unique Robots (#) Total

Number of Robots' Requests (#) Top-X
Robots (#, %)
Top IP Addresses
Total Number of Unique IP Addresses (#)

Total Request Count from these IP
Addresses (#)
Top-X IP Addresses (#, %)
Total Requests
Request (#)
Request Runtime
Average Request Runtime (sec)

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Traffic Reports
Statistics
Requests (#)
Average Robot Request Runtime (sec)
Robot Requests (#)
Total Visits
Visit Duration
Average Visit Duration (h:m:s)

Filtered IP Addresses

Total Number of User Visits (#)
Total User Visit Duration (h:m:s)
Average User Visit Duration (h:m:s)
Total Number of User Requests (#)
Total Number of Robot Visits (#)
Total Robot Visit Duration (h:m:s)
Average Robot Visit Duration (h:m:s)
Total Number of Robot Requests (#)
List of IP Addresses that should be excluded from

the traffic reports. These can be configured
individually, and are intended to exclude
development or monitoring traffic.
Filtered Robots by IP
Total Number of IP Addresses

Total Request Count of IP Addresses
Report group: A/B testing

This report provides an overview of the A/B tests for the specified time period. A/B testing
is a method by which to provide different option paths to random segments of your
visitors and to observe the behavior of each segment. This method can be used to test
the effectiveness of a certain business logic path before implementing it for all visitors.
For example, a marketing manager might want to test whether visitors are more likely to
purchase a product when they are offered a 10% discount or a free bonus.
All of the tests that were active during the selected time period are presented in the
report. From a business point of view, this overview will provide you with the most
important numbers related to each visitor segment so that you can compare the
effectiveness of each option path.
You can see the total number of visits in this time period and the total number of visits
that participated in the A/B test. Among the numbers presented in the detailed list, you
are given the segmentation of the visits (in total number and percentage) as they were
distributed across the different test paths.
A/B Testing Report
Statistics
A/B Test
Each of the following statistics are displayed for

each testing segment (A and B), as well as the
total for both (visits created by robots are not
included):
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Visits that included this test (#, %)
Visit Segmentation (#, %)
Visits with Carts (%)
Visits with Checkout (%)
Cart Conversion (%)
Checkout Conversion (%)
A/B Testing Report
Statistics
Order Conversion (%)

Total Carts (#, %)
Total Checkouts(#, %)
Total Orders (#, %)
Carts to Orders (%)
Checkouts to Orders (%)
Average Revenue per order (currency)
Average Orders per Cart (#)
Average Orders per Visit (#)
Average Items per Order (#)
Average Registrations per Visit (#)
Average new Customers per visit (#)
Report group: technical

These reports provide an insight into technical operations data of your store such as
pipeline performance numbers and page caching characteristics.
Technical Reports
Statistics
Pipeline Usage
Total Number of Unique Pipelines (#)

Total Number of Pipeline Calls (#)
Retrieved from Cache (#, %)
Stored in Cache (#, %)
Not Found in Cache (#, %)
Pipelines by Call Count (table)
Pipeline Runtime

Average Response Time (ms)
Average Processing Time (ms)
Retrieved from Cache (#, %)
Stored in Cache (#, %)
Not Found in Cache (#, %)
Pipelines by Average Response Time (table)
Pipeline Runtime Distribution

Average Response Time (ms)
Response Time Distribution (table)
Pipeline Errors
Total Number of Unique Error Codes (#)

Total Number of Pipeline Errors (#)
Response Codes (table)
Information on all reports

General Reports
Statistics
Available Time Periods
Available Charts (based on selected time period)
Summary by Hour
Summary by Date
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Daily
Weekly
Monthly
Quarterly
Yearly
General Reports
Statistics
Summary by Month
Summary by Weekday
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Analytic reports: conversion

Checkout funnel report
This report presents information about how users proceed through the checkout process
and where they might abandon the process before placing a final order. Points to keep in
mind when evaluating this data are:
This report does not take into account users browsing back to a previous page.
Users skipping checkout steps is leveled out by automatically increasing the counter
for the skipped step.
The names of the checkout steps are taken from the reported information.
The report numbers the checkout steps in order of occurrence.
Visit conversion report

This report provides an analysis of the conversion of visits to shopping carts, visits to
checkouts, and visits to orders. The most important values are represented as the
percentage of visits that:
Resulted in shopping carts
That lead to checkouts
That resulted in successful orders for the selected time period
From a business point of view, the visit to order conversion rate provides you with a good
measure of the overall success of your store. A more detailed view helps you determine
at which step in the order process you could improve the conversion rate.
Term
Definition
Visit
A session of activity for one user of a web site;

determined by a session ID.
Cart Rate
The percentage of visits that created at least one

shopping cart.
Checkout Rate
The percentage of visits that started at least one

checkout process.
Order Conversion Rate
The percentage of visits that created at least one

order.
Visits with Carts
The total number of visits that resulted in one or

more carts.
Visits with Checkouts

more checkouts
Visits with Orders

more orders.
Order conversions report

This report provides an analysis of the conversion of visits, shopping carts, and
checkouts to orders. The most important values are represented as the percent of:
Visits that result in successful orders
The percent of shopping carts that result in successful orders
The percent of checkout processes that have been started and result in successful
orders for the selected time period
The base numbers from which the conversion rates are calculated are also provided in
this report. From a business point of view, the visit to order conversion rate provides you
with a good measure for the overall success of your store. A more detailed view helps
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you determine at which step in the order process you could improve the conversion rate.
A visit can have multiple carts, checkouts and orders.
Term
Definition
Checkout Conversion Rate
The percentage of visits with checkouts that

created at least one order.
Cart Conversion Rate
The percentage of visits with carts that created at

least one order.
Cart Checkout Rate
The percentage of carts that started at least one

checkout.
Search conversion report

This report associates search phrases with orders. The visits are classified into four
groups:
Group
Definitions
All Visits
Data from all visits without any filtering or sorting.
With Searches and Results
All visits having at least one search operation that

returned a result.
With searches and no results
All visits having only search operations that did not

return a result.
Without searches
All visits without any search operations.
This structure does not use the ratio of orders per visits as criteria for classification. The
order numbers are reported only to see whether or not a group leads to better or worse
order behavior. This report does not build a relationship between the search and its
results and the ordered items.
Use this report to tune your search, or to tune your product set to match search words to
increase the conversion rate. If the conversion rate of visits with searches and results is
the highest, for example, you may want to place the search feature more prominently in
the storefront to entice customers to use it.
Source code conversion report

This report provides an analysis of source codes in relationship to orders and also reports
the source codes used within the specified time period (daily, weekly, monthly, quarterly
or yearly). The report lists statistics in the following groups:
All visits - Information from all visits with no filtering or sorting

Visits with source codes - All visits having at least one source code
Visits without source codes - All visits without any source codes
Visits with inactive source codes - All visits with a source code that is known but not
currently activated
Visits with invalid source codes - All visits with a source code that is unknown to the
system at this point in time
Note: This report does not associate any source codes with orders. All order information
is for all source codes in a session. For example, if a visit has two source codes and one
order, this report tracks the order for each of the source codes as a source code
conversion. This means that the sum of order totals might report larger than actual order
totals.
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Count parameter
The count parameter is the number of session/visits that contain a particular source code.
If a visit has two source codes, the count will be 2.
For example, visit S1 contained source code AAA, visit S2 contained source code BBB
and visit S3 contained two source codes, AAA and CCC, because the customer did not
end his or her session before clicking on another link.
Count statistics would look as follows:
AAA = Count 2
BBB = Count 1
CCC = Count 1
Note: The total orders number per source code is handled the same way because it
cannot be determined which source code was the reason for the order.
Promotion conversion report

This report details the usage of promotions with orders and carts within the specified time
period. You can use the data in this report to determine the most popular promotions by
usage and conversion, tune your promotions and identify outdated promotions.
Some of the detailed data included in the report are: average promotional value per
order, merchandise total with promotions and without promotions, total promotional value
per promotional ID as well as the order conversion rate.
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Analytic reports: catalog

Ordered products report
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Analytic reports: customer

The Customer and Buyers report includes data on the number of new customers, number
of first time buyers, and the total number of registered customers.
This is an example of a Customer and Buyers Weekly Analytics report.
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Analytic reports: A/B testing

A/B test report
Each of the following statistics are displayed for each testing segment (A and B), as well
as the total for both (visits created by robots are not included):

Visits that included this test (#, %)
Visit Segmentation (#, %)
Visits with Carts (%)
Visits with Checkout (%)
Cart Conversion (%)
Checkout Conversion (%)
Order Conversion (%)
Total Carts (#, %)
Total Checkouts(#, %)
Total Orders (#, %)
Carts to Orders (%)
Checkouts to Orders (%)
Average Revenue per order (currency)
Average Orders per Cart (#)
Average Orders per Visit (#)
Average Items per Order (#)
Average Registrations per Visit (#)
Average new Customers per visit (#)
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Analytic reports: GMV

GMV is the total value of all sales transactions for goods and services in the month
generated through the Service excluding shipping, handling and taxes. GMV includes all
sales transactions regardless of order and shipping status. GMV is reported in
Demandware Billing Analytics in the local currency in which the order was processed.
Some of the considerations taken into computing a bill based on GMV include:
Concept
Description
Request
An HTTP request to the Demandware system from an

external system.
Order Total
The Order Total is the total value of the order at order

placement. If the order is changed in any way on the
back end, the Demandware Order Analytics are not
affected.
Visit Start Time
The time the visit begins.
Time Zones
The data provided in this report is calculated at a 0

timezone offset (GMT) because that is the standard
offset Demandware uses for all billing, regardless of
customer, to ensure consistency. Thus you can select
start dates, but not start or end times.
Sales Total
The amount of sales your site processes on a monthly

basis.
Minimum
The minimum billing due.
GMV reports
Business Manager provides three types of GMV reports in .csv format, which can be
easily extracted to a spreadsheet for further sorting:
Order Journal
GMV Report per Month
GMV Report Per Day
GMV Per Order
The following tables list the fields that appear in each report.
Order Journal report

Field
Description
TRANSACTIONID
Unique transaction identifier. Identifies all line items that

are included in a transaction.
POSITION
Orders the line items as steps within the transaction.
ACTION
The action represented by the transaction. CREATE is

the most common action.
SOURCE
Where the action originated from. STOREFRONT is the

most common source.
TIMESTAMP
The time of the transaction.
ORGANIZATIONID
The Demandware organization ID, typically SITES.
SITEID
The Site ID, typically the name of the site, for example,
easyspirit.
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ORDERID
The order ID. All line items in a transaction will have the
same order ID.
ITEMTYPE
The type of transaction for the line item. For example,

PRODUCT (for a product line item), SHIPPING (for a
shipping charge or adjustment) or ADJUSTMENT (for a
discounts).
ITEMID
The item ID, which is an assigned item ID (for ecxample,

7.27474E+11) or STANDARD_SHIPPING, PRODUCT PERCENTAGE, ORDER - AMOUNT, SHIPPING FREE.
DESCRIPTION
Line item description. This can be a product (for

example, Morris, Kacey or Banquo), a discount (for
example, FALL4SLE, FSNOTHRE or FREESHP), or a
shipping charge (for example, STANDARD_SHIPPING).
LINEITEMCOMMENT
Comments about a line item. For example, "final sale".
CURRENCY
Site currency, for example USD.
BEFOREQUANTITY
Quantity before the transaction.
BEFOREUNITPRICE
Unit price before the transaction.
BEFORETOTALPRICE
Total price before the transaction.
BEFORETAX
Tax before the transaction.
AFTERQUANTITY
Quantity after the transaction.
AFTERUNITPRICE
Unit price after the transaction.
AFTERTOTALPRICE
Total price after the transaction.
AFTERTAX
Tax after the transaction.
GMV-Per-Month report
Field
Description
SITEID
easyspirit.
CURRENCY
MONTH
The month being reported on.
SOURCE

most common source. Another example is CALL
CENTER.
ACTION

TRANSACTIONS
The transactions included in the action.
ITEMTYPE

discounts).
ITEMQTY
The number of items in the transaction.
TOTAL
Total price of the transaction.
TAX
Total tax of the transaction.
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BEFOREITEMQTY
BEFORETOTAL
Total before the transaction.
BEFORETAX
GMV-Per-Day report
The math used for this report is PRODUCT+ADJUSTMENT of the AFTERTOTALPRICE.
Demandware bills for the AFTERTOTALPRICE of all line items except shipping. This
report is used as the basis for Demandware billing reports.
Field
Description
SITEID
easyspirit.
CURRENCY
DAY
The day being reported on.
SOURCE

CENTER.
ACTION

TRANSACTIONS
The transactions included in the action.
ITEMTYPE

discounts).
ITEMQTY
TOTAL
TAX
BEFOREITEMQTY
BEFORETOTAL
BEFORETAX
GVM-Per-Order report
Field
Description
SITEID
easyspirit.
CURRENCY
TIME
The time of the order being reported on.
SOURCE

CENTER.
ACTION

ORDERID
The ID of the order.
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ITEMTYPE

discounts).
ITEMQTY
TOTAL
TAX
BEFOREITEMQTY
BEFORETOTAL
BEFORETAX
If columns are empty, it means that the information was not available.
Frequently asked questions

Are order modifications taken into account after order placement?
Demandware Analytics does not take into account any modifications made after order
placement. All changes made to the order total on the back end have no effect on the
order total used in calculating billing.
Does GMV include orders not yet shipped?
GMV includes all orders placed during the billing period, regardless of order and shipping
status.
Are back-ordered items included in GMV billing?
GMV includes all sales transactions regardless of order and shipping status. As soon as
the order is placed by the customer, it appears in the billing analytics, regardless of
whether any product has actually shipped to the customer.
Running a GMV report

You can create a GMV report in Business Manager for your storefront. There are four
types of report: GMV Report Per Day, GMV Report Per Order, GMV Report Per Month
and Order Journal. The system runs the appropriate query and writes the results to a
comma-separated-value (CSV) file that you can download.
Note: The Business Manager module is available on all instance types. However, it is
intended to be used on production instances to reflect real revenue. The auto-generated
reports are only generated on production instances.
1. Open Business Manager.
2. Click Administration > Operations > GMV Reports.
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Report status appears in the Status section. Click Refresh to refresh your view as
reports run.
3. Click Create to create a report.
a. Select the report start date. Use the browse button for a visual date
representation.
b. Select the report end date. Use the browse button for a visual date
representation.
c. Select the report type: see the table below.
d. Select the report scope. All Sites or SiteGenesis.
Report Type
Description
Order Journal
One row per line item in the order.
GMV Report Per Month
One row for each site, month, order source, action,

and item type included within the specified time
range. The system automatically generates this
report on the first day of each month.
GMV Report Per Day
One row for each unique combination of site, day,

order source, action, and item type within the
specified time range. The system automatically
generates this report on the first day of each month.
GMV Per Order
One row for each unique combination of site, date,

ordersource, action, order, and item type within the
specified time range.
4. Click Download in the Custom Reports section to download your custom GMV
reports. Select the report(s) to download.
You can download compressed (zipped) or uncompressed files.

5. Click Download in the Auto-Generated Reports section to download the
auto-generated GMV reports.
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Analytic reports: purchase

Orders and revenues report
This report provides an overview of the number of orders and the gross order revenue (in
the store lead currency). From a business point of view, the orders and revenue overview
will help you track your profitability.
Average revenues report

This report provides an overview of the average revenue per order and the average
revenue per visit. From a business point of view, these numbers will give you a good
overview of important parameters for the success of your store.
Data
Definition
Average revenue per order
Total revenue divided by total number of orders.
Average revenue per visit
Total revenue divided by total number of visits.
Average orders report

This report provides an overview of the average number of orders per visit and per
shopping cart. From a business point of view, these numbers will provide you with a good
measure for the overall success of your store.
Data
Definition
Average orders per visit
Total number of orders divided by total number of

visits.
Average orders per shopping cart
Total number of orders divided by total number of

shopping carts.
Ordered products report

Gift certificates report

This report lists information about purchased and redeemed gift certificates for the
current time period.
25
Analytic reports: search and navigation

Top search terms report
This report provides an overview of the total searches, with and without results. In
addition to these total numbers, the report provides a detailed view of the top search
phrases, with and without results. From a business point of view, this report gives you an
idea of what your customers are looking for in your storefront, and whether or not their
searches are satisfactory.
Data
Definition
Searches with Results
Percentage of searches that returned one or more

results.
Unique Search Phrases with Results
Total number of unique search phrases within the

total searches that returned one or more results.
Searches without Results
Percentage of searches that returned no results.
Unique Search Phrases without Results
Total number of unique search phrases within the

total searches that returned no results.
Search engine hits report

This report provides an overview of the total external searches that led to your site,
including the number of unique search phrases, and the unique count of external search
engines. From a business point of view, this report gives you an idea of which phrases
and search engines are driving traffic to your site.
Data
Definition
Unique External Search Phrases
Total number of unique external search phrases

that led to the site.
Unique Count of External Search Engines
Total number of unique external search engines

that led to the site.
Search conversion report

This report can help you refine your search and refine your product set to match search
words and increase the conversion rate. If the conversion rate of visits with searches and
results is the highest, you can place the search feature more prominently in the storefront
to entice customers to use it.
Data
Definition
All visits
business data from all visits without filtering or

sorting.
With Searches and Results
All visits having at least one search operation that

returned a result.
With Searches and No Results
All visits having only search operations that did not

return a result.
Without Searches
All visits without any search operations.
This grouping does not use the number of orders per visit as a classification criterion. The
order numbers are only reported to determine whether or not a group leads to better or
26
worse order behavior. This report does not build a relationship between the search and
its results and the ordered items.
Conversion of search phrases with results

This section of the report lists the search words used in visits with at least one search
with a search result. It does not necessarily mean that the search result actually
contributed to the purchase decision. The section contains:
The search phrases as entered by the customer.

The number of search operations
The total orders
The merchandise total of all orders during visits having search operations with the
search phrase
The average merchandise total per search (a calculated value of the used search
phrase)
The average merchandise total per order (summarizes the average value of an
order using this search phrase)
The items per order (the average item count for all orders with this search phrase in
the visit click stream).
This report can help you tune your search, or tune your product set to better match
search words, to increase the conversion rate. If the conversion rate of visits with
searches and results is the highest, you may want to place the search feature more
prominently on your storefront to encourage the use of Search.
Conversion of search phrases without results

This section of the report lists the search words used in visits with at least one search
with no search results. The section contains:
The search phrases as entered by the customer

The number of search operations
The total orders
The average merchandise total per search (a calculated value of the used search
phrase)
The average merchandise total per order (summarizes the average value of an
order using this search phrase)
The items per order (the average item count for all orders with this search phrase in
the visit click stream)
This report can help you tune your search, or tune your product set to better match
search words, to increase the conversion rate. If the conversion rate of visits with
searches and results is the highest, you may want to place the search feature more
prominently on your storefront to encourage the use of Search.
27
Analytic reports: traffic

Top pages report
This report provides an overview of the number of unique pages accessed, and the total
number of page requests. From a business point of view, this report gives you an idea of
which pages are being accessed the most often. Robots are excluded.
Listing of all URLs relative to the pipeline start node, this URL is not identical to the
initial URL sent by the client, because the web adapter-log only contains internal
URLs. Search engine optimized URLs are not reflected; only the original
Demandware URL.
Limited to the 10,000 most recently used entries.
Contains pages from both clients and robots.
Top referrers report

This report provides an overview of the number of the unique referrers who lead visitors
to your store, the total number of requests from referrers, the total number of unique
URLs from those referrers, and the total number of requests form referrer URLs. From a
business point of view, this report gives you an idea of which external URLs are
generating the most traffic for your store.
Listing of referrers to the shop, internal referrers (inside your own domains) are
excluded.
Robots are excluded.
Top user agents report

This report provides an overview of the number of unique agents (including all browsers
and excluding all known robots), and the total number of requests from agents. From a
business point of view, this report gives you an idea of which browsers are most used by
your visitors, and which spiders are crawling your store.
Robots are excluded (when known).
Top robots report

This report provides an overview of the number of unique robots (including only all known
robots), and the total number of requests from robots. From a business point of view, this
report gives you an idea of which robots are crawling your store.
Listing of robots that crawled the system (only known robots).
Top IP addresses report

This report provides an overview of the number of visits from the IP address point of
view.
Includes both robots and user clients.
Total requests report

This report provides an overview of the number of requests. From a business point of
view, this overview will help you track the volume of traffic on your store.
Includes requests from both robots and user clients.
Request runtime report

This report provides an overview of the average runtime per request. From a business
point of view, this report will help you track the response time of your store.
28
Listed for robots and user clients separately.

Runtime is defined as time from getting the request until delivery of the last byte.
Total visits report

This report provides an overview of the number of visits. From a business point of view,
this overview will help you track the number of unique visits to your store.
Total count of visits listed for robots and user clients.
Total visit duration and average visit duration.
Visit duration is defined as time from getting the first request until full delivery of the
last request for this visit.
Visit duration report

This report provides an overview of the average visit duration as well as the total number
of visits. From a business point of view, this report will help you track the average length
of time a visitor spends browsing through your store.
Listing includes user clients only.
Filtered IP addresses report

The list of blocked IP addresses is a record of the top blocked IP addresses that sent
traffic to your store. It provides information on the number of requests, as well as the
percentage of the total requests from each blocked IP address. The blocking of an IP
address does not mean that this request did not reach your store; it means that these
requests were excluded from the creation of all statistics.
Analytics can apply a filter to the IP addresses sending the requests. Normally no
filter is applied except for filtering out your own testing requests. An IP range can
also be defined on request.
This report lists the filtered IP addresses and the total count of requests coming
from them.
Note: This filter is configured to filter out requests before any other statistic; this
means the requests and visits from these IP addresses will be fully suppressed.
Robots identified by IP report

This report provides an overview of the number of the IP addresses that indicated
potential robot/spider activity. The user agent behind these requests did not properly
identify itself. All requests coming from these addresses were marked as robot-caused
and therefore taken out of most of the statistics.
29
Analytic reports: technical

Pipeline usage report
This report provides an overview of the number of unique pipelines, number of pipeline
calls, how many pipelines were retrieved from the cache, how many were stored in the
cache, and how many were not found in the cache. From a business point of view, this
report will give you a snapshot of your most used pipelines.
Pipeline usage (includes) report

This report provides an overview of the number of Includes in the unique pipelines.
Pipeline runtime report

This report provides an overview of response time and processing time for pipelines.
Pipeline runtime (includes) report

This report provides an overview of the response time and processing time of all the
Includes used in the pipelines.
Pipeline runtime distribution report

This report provides an overview of the response time distribution among pipelines.
Pipeline runtime distribution (includes) report

This report provides an overview of the response time distribution among Includes used
by the pipelines.
Pipeline errors report

This report provides an overview of the number of error codes and number of pipeline
errors, as well as response codes for specified period of time.
Pipeline errors (includes) report

This report provides an overview of the number of error codes and number of errors as
well as response codes for the specified period of time for the Includes.
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Analytics and Reports

Copyright Demandware 2009

Analytics and Reports

Analytics and Reports

Analytics and Reports

Include data on the conversion of visits, shopping

Include data on the orders and revenue, average

Include data on the top products ordered by

Search and Navigation Reports

Include data on the top search terms, and the top

Include data on the number of new customers,

Include data on the top pages, top referrers, top

A/B Testing Reports

Provide an overview of the A/B tests performed on

Provide insight into technical operations data of

Data capture and source

Analytics and Reports

modifications and returns performed off-line by the merchant.

Terms and Definitions

A/B testing (visit-based)

A visit can take part in A/B testing with one or more

A basket or cart is a shopping cart created by a

A customer; a visitor who registered an account in

The process of ordering a cart. This process can

Analytics and Reports

A buyer; a visitor who registered an account in the

Any search that led to the storefront, regardless of

The IP address of the sender of the request. The

The final result of a finished checkout process.

An http-request to the system. Only HTML

An item with a unique ID.

The number of items sold of a specific product.

When visiting a web page, the referrer or referring

A registered customer who has made at least one

The sum of all merchandise totals, including

Also known as a web crawler or spider; a program

Time needed to deliver a response back to the

Analytics and Reports

Any search performed in the storefront. A search

A unique Demandware URL, for example,

An unregistered user who makes a purchase.

User Agent / Browser

The client application used with a particular

A session by a registered / unregistered person or

Analytics and Reports

The time between the first request that started the

A visitor to the storefront, registered or

Analytics and Reports

Report group: conversion

Cart Rate (%)

Order Conversion Rate (%)

Information about: All Visits, w/Searches &

Source Code Conversions

Information about source codes in relationship to

Report group: purchase

Orders and Revenues

Analytics and Reports

Average Revenue per Order (currency)

Average Order per Visit (#)

Number of Products Sold (#)

Total Gift Certificates Purchased

Report group: catalog

Number of Products Sold (#)

Note: Limited to the 10,000 most recently used entries.