Overview Tab - Aggregate Schema Performance Analytics

The Overview tab gives users the opportunity to look at high level metrics through several data dimensions including:

• Comprehensive Performance (sitewide performance)
• Performance by Page Categories (performance by specific schema markup sources)
• Performance by Search Appearances (performance of specific rich results)
• Performance by Search Appearances and Page Categories (performance segmented by 2 data dimensions at the same time)
• Schema App, Rich Results, Non-branded and Total Performance (performance within each of these categories)
• Performance by Brand Queries (performance of branded vs non branded queries, as defined by branded keywords added during SPA set-up and authentication)

Comprehensive Performance

This section looks at sitewide performance for the Time Period and Search Type(s) selected.

Tiles include:

• Clicks
• Impressions
• CTR

Graphs Include:

• Clicks over time
• Impressions over time
• CTR over time

Performance by Page Categories

This section looks at performance segmented by page category, or markup source. Use this view to compare clicks, and impressions between pages targeted by different sources or categories of markup. Categories or markup sources include:

• Pages with Schema Markup
  Results for pages that are being targeted by Editor or Highlighter markup.
• Pages without Schema Markup
  Results for pages that are not being targeted by Editor or Highlighter markup. These pages may be receiving markup from a Schema App plugin.
• Editor
  Results for pages that are being targeted by Editor markup.
• Specific Highlighter Template 
  Results for pages that are being targeted by a specific highlighter template associated with the project. Each template will have its own unique tick box.

Note: Data is often double-counted in this view. For example, a URL receiving markup from the Editor, and a Product Detail Page Highlighter template would be counted three times: Pages with Schema Markup, Editor, and Product Detail Page. A URL receiving markup from two highlighter templates would be counted three times: Pages with Schema Markup, Highlighter Template 1, and Highlighter Template 2.

Graphs Include:

• Clicks by Date and Page Categories
• Impressions by Date and Page Categories
• Percentage of Clicks by Page Categories
• Percentage of Impressions by Page Categories

Performance by Search Appearances

This section looks at performance segmented by search appearance. Use this view to compare clicks, and impressions between pages that have achieved distinct rich result appearances. If clicks and impressions did not come from a specific rich result, they will be counted under the "No Rich Results" category.

Graphs Include:

• Percentage of Clicks by Search Appearances
• Percentage of Impressions by Search Appearances
• Clicks by Date and Search Appearances
• Impressions by Date and Search Appearances

Performance by Search Appearances and Page Categories 

This section segments the results by two variables: Search Appearance and Page Category. Users can hone in on specific templates and compare differences. 

Graphs Include:

• Clicks by Search Appearances and Page Categories
• Impressions by Search Appearances and Page Categories

Note: The two graphs can be helpful for comparing two templates in an A/B test.

Tables Include:

• Performance by Search Appearances and Page Categories

Note: This section is affected by the data being double counted if a URL is targeted by multiple sources (e.g >1 Highlighter template, or Editor and Highlighter markup).

Schema App, Rich Results, Non-branded and Total Performance

This section segments data into 4 groups that are not mutually exclusive (i.e. All clicks, Schema App Clicks, Non-branded Clicks, Rich Result Clicks). This section is more useful for looking at relative changes within each of these categories. A click might be counted or included in multiple groups, so these results should not be summed.

Graphs Include

• Total Vs Schema App Vs Rich Results Vs Non-Branded Clicks
• Total Vs Schema App Vs Rich Results Vs Non-Branded Impressions
• Percentage of Total Clicks
• Percentage of Total Impressions

Performance by Brand Queries

This section relies on user-input regarding which terms are branded. Queries are categorized into three groups: All Queries, Branded Clicks, and Non-branded clicks. 

Graphs Include:

• Brand Queries Clicks Over Time
• Brand Queries Impressions Over Time