Search Analytics Event Types | Yext Hitchhikers Platform

What You’ll Learn

In this section, you will learn:

• Search analytics event types
• Where to define click event types
• How to view event types in Analytics
• What each Search event type represents

Overview

There are a variety of Analytics metrics that are captured within a Search Experience. At a high level, we track what users are searching and how they interact with the results. As noted in the previous unit, this information can be accessed from the Search Overview screen, as well as in the Report Builder and Dashboards in Analytics.

These Search analytics metrics are all compiled based on data that is gathered on individual user interactions that occur in the Search experience. We call these user interactions “events”. We collect data for two classes of events - clicks and non-clicks - and then expose that data through the Search metrics.

What Search Analytics event types are available in the platform

All Search Analytics event types that are shown in the platform can be split into two classes: clicks and non-clicks.

Click Event Types

All Search Click Event Types are aggregated into the Search metric for “Search Clicks”. Individual Click Event Types can be broken out in Report Builder when you dimension by Click Type. The available click event types in the platform are:

• ADD_TO_CART
• APPLY_NOW
• BOOK_APPOINTMENT
• CTA_CLICK
• DRIVING_DIRECTIONS
• EMAIL
• ORDER_NOW
• ROW_EXPAND
• RSVP
• TAP_TO_CALL
• THUMBS_UP
• TITLE_CLICK
• VIEW_WEBSITE

Non-Click Event Types

Search also collects data on events that are not direct clicks in the Search experience, but based on other interactions in and around the experience. Currently, you can find two non-click event types in the platform:

• CASE_START
• CASE_SUBMITTED

Both of these event types are rolled up into their own Search metrics that can be found in Report Builder: Case Starts and Cases Submits.

What each Analytics event type represents

Now that you’ve learned what Search Analytics eevnt types are available and how to find them, it’s important to understand what each of these metrics represents and how they are triggered in an experience.

TITLE_CLICK - This is a click to the heading of a result card. This also includes clicks to links in the Links section.

CTA_CLICK - This is a click on a result card to a CTA set in the Knowledge Graph (includes the CTA on an FAQ result card). Other examples of this event include clicks to a “Visit Page” CTA set in the Knowledge Graph for a Product or a “Learn More” CTA set in the Knowledge Graph for a Service.

To help users differentiate between different types of CTA clicks in Analytics, Search Admins are able to use several more click event types in place of CTA_CLICK for CTAs:

• ADD_TO_CART
• APPLY_NOW
• BOOK_APPOINTMENT
• DRIVING_DIRECTIONS (use with built-in “Get Directions” CTA)
• EMAIL
• ORDER_NOW
• RSVP
• TAP_TO_CALL (use with built-in “Call” CTA)
• VIEW_WEBSITE

To set the event type for CTA clicks, navigate to the card component.js file and edit the eventType property in CTA object (you’ll have to fork the card if it isn’t already), like so:

CTA1: {
  label: profile.c_primaryCTA ? profile.c_primaryCTA.label : null, // The CTA's label
  iconName: 'chevron', // The icon to use for the CTA
  url: Formatter.generateCTAFieldTypeLink(profile.c_primaryCTA), // The URL a user will be directed to when clicking
  target: '_top', // Where the new URL will be opened
  eventType: 'CTA_CLICK', // Type of Analytics event fired when clicking the CTA
  eventOptions: this.addDefaultEventOptions()
},

ROW_EXPAND - This is a click to expand an FAQ result card. By default, all FAQs start collapsed, so the initial click to expand and see the information is registered as a ROW_EXPAND event.

THUMBS_UP - This is a click to that provides feedback on direct answers to show whether the answer was what the user was looking for.

CASE_START - With deflection metrics for support search, Search experiences can be integrated on your ticket form to deflect case volume. Users can search directly in the Search experience. You can also set up an interaction between the form category field and the search bar to run searches based on the category. This event type captures searches that were run in Search integrated on your ticket form.

CASE_SUBMIT - Once users run a search on your Search experience integrated on your ticket form, this event type captures whether a case ticket was submitted.