Empower Visitor Analytics Deep-Dive - Tours Tab

The Tours tab provides essential data on how visitors engage with the structured narratives you’ve created. By analyzing which journeys are most popular, how much of a tour visitors actually complete, and which stops capture the most attention, you can refine your storytelling strategy. This tab helps you distinguish between a visitor simply glancing at a tour and those who are fully immersed in the experience.

Definition: The total number of times all Tour detail pages were viewed within the PWA, including repeated views by the same user. This total reflects the filters applied by the operator when viewing the dashboard.

Context: This metric is represented as a single number that captures how frequently visitors engage with Tour detail pages in the PWA, regardless of whether the same Tour is viewed multiple times by the same visitor. It offers a comprehensive view of total tour-related engagement within the selected filters.

Example: If Visitor 1 views Tour A three times, Tour B twice, and Tour C once, while Visitor 2 views Tour A twice, Tour B once, and Tour C three times, the Total Tour Views would be calculated by summing all these views: (3 + 2 + 1 + 2 + 1 + 3), resulting in 12 views.

How it is Useful: This metric provides a cumulative total of all Tour page views, serving as a broad indicator of visitor interest in the guided content. Trends in this data can highlight shifts in visitor engagement. A rise in total views may indicate increased interest in specific narratives, while a decline could suggest a need to refresh tour-related content or adjust marketing strategies.

Definition: The estimated total number of unique visitors who viewed any Tour detail page in the PWA, based on the date filter applied. Repeated views by the same user across different tours are counted as one unique visitor.

Context: This metric reflects the number of distinct visitors engaging with Tour detail pages across the PWA within the specific date range set by the operator. Unlike Total Tour Views, which counts every interaction, this metric focuses solely on unique users, providing insight into the breadth of engagement across all Tours.

Example: If Visitor A views 4 different Tour detail pages and Visitor B views 3 Tour detail pages multiple times during the filtered time period, the Total Estimated Unique Users will count them as 2 unique users, despite multiple views across different Tours.

How it is Useful: This metric helps gauge the total reach of Tour engagement by focusing on unique visitors within the date range applied. It provides a clearer picture of how many distinct visitors are interacting with Tours, offering valuable insights into which narratives are resonating with a wide audience. This data can guide decisions on content promotion, tour relevance, or broader marketing strategies that align with visitor engagement trends in the filtered data.

Definition: A bar chart that showcases the ten most viewed Tour detail pages within the selected date range. The chart is based on total views, meaning each time a visitor views a Tour detail page, even if they return to the same page multiple times, every view is counted.

Context: This chart ranks the ten most popular tours based on the number of times their detail pages were viewed. It helps operators quickly identify the tours that attracted the most attention during the specified time period.

Example: The chart could show Tour A with 300 views at the top, followed by Tour B with 250 views, and so on, down to Tour J with fewer views. This descending order allows operators to quickly identify which tours were the most popular and how they compare to others in terms of visitor interaction.

How It’s Useful: This metric allows operators to focus on the top-performing tours, making it easier to identify which themes are generating the most engagement. By understanding which tours attract the most attention, operators can refine their content strategy, allocate resources more effectively, and even create special events or interactive experiences around high-interest narratives. It also provides insights into shifts in visitor preferences, helping operators adjust marketing efforts and Venue layouts accordingly.

Definition: A pie chart that provides a detailed breakdown of how visitors accessed Tour detail pages within the PWA, represented as percentages. The source is usually the page the visitor was viewing before they viewed 'Tour Details', unless they accessed the Tour directly through a QR/NFC scan, or URL.

The center of the pie chart displays the total number of tour page views, and when you hover over any slice, you can see the number of views attributed to each specific source. The most common sources are:

Context: This metric highlights how visitors navigate to Tour detail pages, showing the most popular entry points for discovery. It provides a clear picture of visitor behavior when interacting with tours across different access methods.

Example: Suppose tour detail pages have a total of 500 views. Of these, 45% come from visitors searching for tours, 30% from scanning QR codes, and 15% from the Home page. This visualization shows the primary ways visitors interact with tour content.

How it’s Useful: This metric helps operators understand which methods visitors use most to engage with tour content. For example, if QR code scans dominate, operators might consider increasing physical signage. By analyzing these access patterns, operators can tailor tour promotion and optimize content placement strategies.

Definition: A ranked table displaying the popularity of Tour detail pages based on total and unique views, as well as how visitors accessed each tour. The table includes sortable columns for Total Views, Unique Views, and view sources such as Search, Scan, Object, Home, All Tours, and Other.

Context: This metric provides a detailed breakdown of Tour popularity and access patterns. Each row represents a specific tour, with sortable columns displaying total views, unique views, and how visitors accessed the tour. Operators can sort the table to easily analyze trends. Note that only six tours are shown at a time; use the arrow buttons to navigate through the full list.

Example: The table is ranked by total views by default. For example, Tour A might be ranked first with 500 total views and 350 unique views. Sorting the table by unique views might move Tour B to the top if it has more unique visitor engagement despite fewer total views. This helps operators identify which tours attract repeat visitors versus those with broad reach.

How it’s Useful: This metric helps operators identify which tours are the most popular and how visitors are finding them. If scans drive many views, operators might expand QR code usage, while many search-based views might indicate the importance of tour naming. Comparing total views with unique views allows operators to see which tours encourage repeat engagement, helping to prioritize or adjust content strategies accordingly.

Definition: A ranked table displaying media associated with Tours, including sortable columns for the number of plays, media type (e.g., audio, video), average completion rate percentage, average played seconds, and the full duration of the media file.

Context: This table provides insights into how media integrated into your guided journeys is being consumed by visitors. By default, it ranks media by the number of plays, but you can sort by other columns to assess engagement trends, such as completion rates and played duration. Each row represents a specific media item assigned to a Tour stop, showing its play metrics and engagement levels.

Example: For instance, Media A, attached to a Tour stop, could be an audio file with 250 plays, an average completion rate of 50%, an average played duration of 2 minutes, and a full duration of 4 minutes. Media B, which is a video stop with 180 plays, may have a 70% completion rate, an average played duration of 3 minutes, and a total length of 5 minutes. By default, Media A would be ranked higher due to its number of plays, but sorting the table by completion rate would move Media B above it due to its higher engagement rate.

How It’s Useful: This metric highlights which media within your Tours are the most popular and how well visitors engage with the narrative. By analyzing completion rates and play durations, operators can gain insights into visitor preferences and the effectiveness of different media types within a linear experience. For example, if audio content consistently has higher completion rates, it could suggest a preference for that format while walking. Alternatively, lower completion rates for video may signal that the content is too long for a visitor standing at a specific stop, suggesting a need to revise or shorten the clip. This data can inform decisions on future storytelling and presentation strategies.

You're all set! Contact Customer Success if you have any further questions.