Listings Insights & Metrics | Yext Hitchhikers Platform

What You’ll Learn

In this section, you will learn:

• Ways to leverage Listing analytics in Dashboards and Report Builder
• How the Watermark Date Affects Listings Analytics

Overview

As we mentioned earlier in this module, because your Listings are synced on various sites, one of the major benefits of Yext analytics is that they are all pulled into one place for you to view, filter by, and slice-and-dice them any way you want.

That said, the metrics we receive and the methods we use to receive these metrics will vary by what the publisher supports.

Overall, Yext then gives you flexibility to work with this data so you’re not just looking at numbers, but you can effectively filter, and drill down to understand trends and take meaningful action.

Ways to Leverage Listings Analytics

Below we will go through how you can leverage certain metrics, and insights to understand more about your Listings, and how users are engaging with your brand.

Understand the state of your Listings

One thing you can do is gain insight into your Listings as a whole to understand what is going on in the search ecosystem. You can get a sense of the work that Yext does to monitor your Listings, as well as to understand the entities in your account and Listings that are synced.

To do this, you can create a dashboard with the Listings Overview insight.

This will data including:

• Entities: All entities in the account
• Total Listings Live: The number of listings that are Synced.
• Listings Updated: Listings updated during the time period.
• Duplicates Suppressed: Duplicate listings that were suppressed during the time period.
• Publisher Suggestions: Publisher Suggestions Received during the time period.

If you wanted to dig deeper into this data, you could also you could build a report in Report Builder pulling from a series of Location Listing metrics including:

• Active Listings Live
• Duplicates Detected
• Duplicates Suppressed
• Publisher Suggestions

Understand how customers are interacting with your brand

Then, there are a series of metrics that you can use to understand how customers are interacting with your brand, and where they are finding you. For example:

• Google Map Views
• Google Customer Actions
• Google Phone Calls

For example, in this scenario we can count the Google Map View, as a user is viewing your listings on Google Maps, and from there we can count actions like when they click on the ‘Directions’ button, a link to your website, or a click-to-call button.

Similar customer-action metrics are also available for Bing and Yelp to provide information similar engagement on those publishers.

To see this, you can add the Google Customer Actions insight to your Dashboard.

If you wanted to dig deeper, you could build a report in Report Builder pulling from a series of Location Listing metrics including:

• Google Search Views
• Google Map Views
• Google Phone Calls
• Google Customer Actions
• Google Phone Calls

Or, you could create a report with the Google Customers Actions metric, and dimension that by Customer Action Type.

Understand how you’re being found

Insights like Google Search queries provide insight into the number of times the listing appeared in a Google Search after a consumer entered a query. This is broken down by whether it was a direct query, discovery, or branded search.

• Direct Queries: Searches specifically for your entity or address. In these searches, a single entity displayed as a Knowledge Card.
• Discovery Queries: Searches for a category, product, or service that you offer and your listing appeared. In these searches, a list of locations displayed as a Local Pack.
• Branded Queries: Searches specifically related to your brand or a brand associated with your entity.

To see this, you can add the Google Search Query insight to your Dashboard.

Understand the accuracy of your listings

In addition to checking the accuracy of your listings on the Listing Detail Page , you can track the accuracy over time using a metric in Report Builder.

Every publisher has its own rules and processes for receiving and displaying data on its site, also known as Publisher Transformations. The metric used to determine the accuracy of your listings is called Listings Accuracy, or the percent of fields with accurate data on Listings. “Accurate” means an exact match to the data stored in the Knowledge Graph, while also taking publisher transformations into account.

The Listings Accuracy metric is calculated by taking the number of fields (within the given filtered and dimensioned set of data) with accurate data divided by the total number of fields (within the given filtered and dimensioned set of data).

To use this metric, click Analytics in the navigation bar and click Report Builder. Remove all of the metrics and dimensions. Click + Add Metric, hover over Location Listings, and select Listings Accuracy. Then select your desired dimension from the following options:

• Entities: Listings Accuracy by entity
  • Country
  • Entity
  • Entity Groups
  • Entity Types
  • Folder
  • Labels
• Time: Listings Accuracy over time
  • Days of Week
  • Days
  • Hours
  • Months
  • Week Number
  • Weeks
• Listings
  • Listing Field: Listings Accuracy by field supported on the publisher listing
  • Sites: Listings Accuracy by a specific publisher

For more information about checking the accuracy of your listings on the Listing Detail page, see the Listing Detail Page unit. For a quick reference, see the Listing Accuracy reference documentation.

Additional Listings Insights

Insights like Google Views on Search and Maps provide insight into the number of times your listing appears in search results, specifically on Google Search and Google Maps.

Or, to dig in deeper you can build a report in Report Builder pulling from the Google Search Queries metric, and dimensioning that by Google Query Type.

The Listings Reach Over Time insight provides metrics on the number of times your listings appeared in search results across Google Maps, Google Search, Bing, Facebook, and the broader network for a more comparative view.

Analytics Watermark Date

Before you have access to analytics data from our publisher network, the data must go through two rounds of quality assurance. Because the data sets are so large, many of our publishers conduct their own internal review processes before sharing analytics externally. Additionally, Yext further reviews the analytics data to check for any spikes or irregularities before sharing access. If we notice any inconsistencies with how data should be reflected, we may potentially initiate an investigation with the publisher.

These QA processes ensure the data we share is of the highest quality. Generally, Google Business Profile data is already of high quality and very important to our customers, so we make this data available as soon as we have it.

If data is held for the QA process, it will be marked with a watermark date. This date tells users what the latest date is that they have analytics available in Yext.

Analytics dashboards (and reports) show the latest date data is available through for each data source and for the dashboard (or report) as a whole. To learn more, check out the Custom Report Builder and Custom Dashboard units.