Advanced Analytics
Advanced Analytics are new reports based on the same data that original HawkSearch reports leveraged. However, in Advanced Analytics, the reports have features such as presenting information as trend reports, including more filter options, and leveraging tools such as forecasting.
Some specific features to highlight in addition to the report pages below
- Multi Site Management is supported - there is a drop down for switching main engines - the default view is an aggregated result, with an option to drill down
- Multiple engines are supported - if you log into HawkSearch and can pick from multiple engines, then that list will also be visible - with the default view being the aggregate, with an option to drill down
- Multiple filter options - for features such as time frame are available on the top left of each report
- Drill down options - in most reports when you click on a row in the table, the top trend analysis will switch to just that item
- Multiple Menu Options - on the top of each report on the right there are three dots which open a menu to see features such as Export to CSV and Add Forecast
These Advanced Analytics are pulled into a data lake and can include additional information such as Google Analytics or other data you may want to present in a custom report. HawkSearch expects to continue to innovate with this feature set.
Choose a report
| Report | Use it to |
|---|---|
| Executive Overview | Review search-related revenue, orders, engagement, and priority search opportunities. |
| Daily Searches | Monitor daily and weekly search volume and compare search request types. |
| Top Queries | Find popular queries and compare search share, clicks, and click rate. |
| Conversion Tracking | Connect keywords to attributed cart activity, sales, sale value, and purchased products. |
| Queries with Poor Results | Identify frequently searched terms with limited result availability. |
| Spelling Suggestions | Review original queries, suggested corrections, and engagement after correction. |
| Search Performance | Monitor monthly changes in demand, engagement, conversion, and no-result activity. |
| Click Position | Understand how far down the results customers click. |
| Facets Performance | Compare facet usage and the engagement and sales activity associated with refinements. |
| Landing Pages | Review page activity alongside landing page facets, sorting, and pagination. |
| Pagination | Compare final pages viewed and performance across pagination sets. |
| Sorting | Compare sorting sets, sorting fields, and the keywords associated with them. |
| Recommendations | Compare widget exposure, engagement, attributed revenue, and product performance. |
| Autocomplete | Review clicks on suggestions and the terms associated with those clicks. |
| Redirect Tracking | See which rules redirect searches and which keywords trigger them. |
| Campaign Performance | Review campaign impressions, clicks, attributed orders, and attributed revenue. |
| Banners Performance | Review impression, click, order, and revenue measures by banner. |
| Visitor Targets | Compare search, engagement, sales, facet, and campaign activity across segments. |
| API Usage | Monitor request volume by date and HawkSearch service type. |
| Google Analytics | Review broader site traffic alongside HawkSearch activity. |
Start your analysis
- Open the report that matches your question.
- Check the date range and the engine, group, or visitor target controls available on that report.
- Review the summary metrics, then use the charts and tables to investigate the pattern.
- Where the report describes a selection action, select a keyword, facet, page, rule, or widget to narrow the related visuals.
- Export the chart or table you need for further analysis or sharing.
Understand the scope of the numbers
Search-related totals. Executive Overview is the starting point for orders and revenue reported from on-site search. These figures describe HawkSearch search activity; they do not represent all sales from every channel on your site.
Attributed activity. Detailed reports associate activity with a keyword, facet, widget, or other interaction. The same journey may involve several interactions. In Conversion Tracking, an order can be represented under more than one keyword. Facet selections can also overlap within a search. Use these views to assess contribution, rather than adding their rows or dashboards together to calculate booked revenue.
Dates and comparisons. A report can contain several date scopes. Executive Overview, for example, separates top-line KPIs, revenue trends, and search trends. Check the dates printed on each chart and comparison card before comparing values.
Next step: Read Using the Reports for filters, exports, comparison periods, and common interpretation questions.s
Using the Reports
The dashboards combine summary metrics, charts, and detail tables. The controls and selection actions differ by report, so start with the controls shown on the page you are viewing.
Filter your view
| Control | What to select |
|---|---|
| Date or Campaign Date | The reporting period for the associated visuals. Check additional dates within the report. |
| Engine Name | The HawkSearch engine you want to investigate, or All where available. |
| Group Name | A reporting group available in your account. |
| Visitor Target | All Visitor Targets or a named segment for a more focused view. |
| Keyword | A search term in Top Queries or Conversion Tracking. |
| Max Results Returned | The result-count threshold used to focus the poor-results view. |
| Facet Name | A facet category in Facets Performance. |
| Recommendation Widget | A widget in Recommendations. |
| Landing Page | A page in Sorting. |
| Product Name | A product in the Visitor Targets product table. |
Filters limit the activity you are reviewing. A control may apply to a section rather than the entire dashboard. Use the date labels, visual titles, and report-specific instructions to confirm the scope.
Read comparison cards
A comparison card shows a metric for a labeled period, a comparison value, and a change. A card labeled Week-Over-Week may describe the latest week represented in the data, while the table below it covers the full selected date range.
Check both period labels. If the latest week or month is incomplete, a lower total may reflect fewer days of data rather than lower demand. Compare equivalent periods before judging performance.
A percentage-point change is different from a relative percentage change. For example, a rate moving from 20% to 25% increases by 5 percentage points, or 25% relative to its starting value. Read the values on the card as well as the change indicator; reports can present rate changes differently.
Explore charts and tables
- Hover for detail. Hover over a point, bar, or slice to inspect the available values. Sorting describes attributed revenue in its slice tooltips; Daily Searches describes prior-week values in its weekly trend tooltips.
- Follow selection instructions. Some visuals filter related charts or tables. Conversion Tracking supports keyword selection; Recommendations supports widget selection; Redirect Tracking supports rule selection. Use the instructions beside each visual.
- Check the selected context. Before comparing two views or exporting, confirm the current filters and any selected item.
- Read the complete table. Use the table's scroll controls where available to inspect additional rows or columns. A top-N chart is a focused selection, not a complete inventory.
- Check both axes. Combination charts can show counts on one axis and rates or currency on another. Match each series to its legend and axis.
Export data
- Set the filters and selections for the information you need.
- Hover over the chart or table you want to export.
- Open the menu in the visual's upper-right corner.
- Select Export to CSV or Export to Excel, as available.
Each chart or table has its own export menu. Repeat the process for other visuals you need. Keep a record of the report name and selected dates when sharing an export.
Interpret counts and rates
Searches, clicks, cart events, sales, orders, and unique terms measure different things. A count of interactions is not a count of distinct people. Likewise, Attributed Sales in a keyword or product table should not be assumed to be a unique order count across the entire site.
Read rates together with their underlying volumes. A high conversion rate based on a few interactions is less informative than a stable pattern across many interactions. Avoid averaging displayed percentages across rows; use the aggregate rate supplied by the report for the scope you need.
Missing Data
There may be scenarios when the data in the reporting tools appears inaccurate. If this is the case, it could be that the way you are tracking activity on the site is not being captured correctly. In this case, please reach out to your HawkSearch CSD to set up a time to review your event tracking implementation.
Updated 6 days ago