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Listings Metrics| Hitchhikers Platform
What You’ll Learn
In this section, you will learn:
- Details on Location Listing metrics
- Details on Event Listing metrics
- Ways to leverage Listing analytics
- How the Watermark Date Affects Listings Analytics
As we mentioned earlier in this module, because your Listings are live 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.
Location Listings Analytics
Below is a list of some of the Location Listing-related metrics that are supported in Yext.
|Searches||The number of times the listing was seen in the search results on Yext Knowledge Network publisher sites|
|Profile Views||The number of times a consumer clicked into the listing|
|Yelp Page Views||The number of times a consumer clicked into the Yelp listing|
|Yelp Customer Actions||The number of times a consumer took action from the Yelp listing|
|Bing Searches||The number of times the listing was seen in the search results on Bing|
|Google Search Queries||The number of times the listing appeared in a Google Search after a consumer entered a query|
|Google Search Views||The number of times the listing was viewed on Google Search|
|Google Map Views||The number of times the listing was viewed on Google Maps|
|Google Customer Actions||The number of times users took action from a Google listing|
|Google Phone Calls||The number of times a user clicked on the phone call link from a Google listing|
|Total Listing Impressions||The number of times your listing appeared in search results across Google Maps, Google Search, Bing, Facebook, and the broader network|
You can view a full list of metrics in the Available metrics Help Center article.
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 live.
To do this, the Listings Overview insight provides key metrics for your locations and Listings including:
- Entities: All entities in the account
- Total Listings Live: The number of listings that are Live.
- 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.
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.
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.
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.
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.
Event Listings Analytics
Event analytics will allow you to better understand how attendees are digitally finding and engaging with your events, which can help you iterate on your event strategy moving forward.
|Event Searches||The number of times the event listing was seen in the search results on publisher sites|
|Event Profile Views||The number of times a consumer clicked into the event listing|
|Ticket Clicks||The number of times a consumer clicked on a button to get tickets|
|Facebook RSVPs||The number of RSVPs to your Facebook event|
Event Searches and Event Profiles Views can both be broken down by site. So, in addition to seeing the total views or searches, you can also compare your reach by site. For example, how many people viewed the event on Eventbrite versus on Eventful.
Additionally, Facebook RSVPs are broken down by response type, so you can see total RSVPs, as well as understand the breakdown of Yes’s, No’s, and Maybe.
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 My Business 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.