What the metrics mean
A quick reference for every figure, the display conventions, and why two screens can show different numbers.
A quick reference for the whole Analytics section.
Customer behaviour metrics
The system records only two raw behaviours; every other interaction metric is derived from them.
| Metric | Definition | Appears in |
|---|---|---|
| Store views | (raw) How many times customers opened a store's information | Overview, Explore, Rankings, Store detail |
| Direction clicks | (raw) How many times customers tapped directions to a store | As above |
| Total interactions | Store views + Direction clicks | Most reports |
| Stores with interactions | How many stores had at least one interaction in the period | Overview |
| Direction rate | Direction clicks divided by store views, as a percentage | Explore, Rankings |
| Searches | How many times customers used the search box, area filter included | Demand, Areas |
| Empty searches | Of those, how many returned nothing | Demand, Areas, Monitoring |
The three most commonly misread numbers
Total interactions is the sum of exactly the two raw metrics above. Adding all three together double-counts.
Direction rate is the share of viewers who tapped the button, not the share who visited the store — the system cannot tell whether anyone actually turned up.
Stores in the "Interactions by area" block means stores with interactions; Stores in the Demand report means the total number of stores you have in that area.
Same name 'Interactions', different scope
The chart on the System overview page covers every dataset, including unpublished maps. The reports under Analytics cover one published dataset. Same kind of figure, different scope — so the totals in the two places will not match, and the smaller one always sits inside the larger.
Data metrics
| Metric | Definition |
|---|---|
| Profile completeness | The percentage of fields currently exposed to customers on published maps that have been filled in for a store. Below 80% is flagged |
| Storage used | How much space your account's datasets occupy, in GB. Warning from 75%, critical from 90% |
| Storage total | The sum of each member's individual quota, not a fixed number per plan |
| Active users | How many members of the account are not deactivated |
Period comparison metrics
| Metric | Definition |
|---|---|
| Change | The percentage difference against the immediately preceding period of the same length |
| Previous period | The previous period's base figure, printed under each metric card so you can judge the percentage |
| Rising / Falling | The stores that grew or dropped the most in the period |
The three periods are shared system-wide, always counting back from today rather than following the calendar:
| Period | This period is | Compared against |
|---|---|---|
| This week | the last 7 days | the 7 days before |
| This month | the last 28 days | the 28 days before |
| This year | the last 12 months | the 12 months before |
Every report uses exactly these three names.
Alert thresholds
| Used in | Level |
|---|---|
| Critical store (Monitoring) | Interactions down 20% or more |
| Warning store (Monitoring) | Profile below 80%, or interactions down 10% or more |
| Needs attention list (Overview) | Down 30% or more; critical from 50% |
| The ⚠ mark on store movers | Up or down by 50% or more |
| The Storage bar | Amber from 75%, red from 90% |
Display conventions
- "New" — replaces a percentage when a store had no interactions last period. Against zero, a percentage is meaningless.
- "dropped to zero" — had customers last period, none at all this period. This is the most severe case.
- "—" — not enough data to compute (for example the direction rate of a store with fewer than 20 views), or that threshold has not been configured.
> N/< Nin the Thresholds table — crossing above N, or falling below N, changes the state.- Critical / Warning / OK — the three states on the Monitoring tab, always spelled out in words rather than colour alone.
- The colour of a percentage depends on whether an increase is good or bad for that metric — up is not automatically green.
Why two screens show different numbers
This is the most frequent question. Check in this order:
- Different periods — the period is shared across tabs so it rarely drifts, but two separate browser tabs each keep their own. Check the period picker in both places you are comparing.
- Different filter scope — the Monitoring tab always covers the whole dataset with no area filter; the Overview tab has one.
- Different dataset — every analytics report depends on the dataset selected at the right of the tab bar, whereas the chart on the System overview page merges all datasets. This is the most common cause of a mismatch.
- The "Interactions by area" block on the System overview page always covers the last 7 days, and does not follow the period picker of the chart beside it.
- Different administrative level — the same area viewed at province level and at ward level gives different numbers.
- Stores with no matched area are excluded from every area-based report, but still counted in the reports that are not area-based.
- Stores with no interactions in the period are absent from the store tables — so "N stores with interactions" is always smaller than your real store count. The Needs attention block and the Change feed still catch those cases.
- The Monitoring grid renders only 300 cells (the busiest stores), and its three summary figures count within exactly that group.
Metrics the system does not have
So you do not go looking for them, these are not currently provided:
- Peak hours within a day — interactions are stored by day, not by hour.
- Phone calls to stores.
- Conversion rate and actual store visits.
- Analysis by category or product line.
The system only shows metrics with a real data source; it does not estimate or infer on your behalf.
Access rights
The whole Analytics section requires the dashboard view permission. Without it the Analytics menu does not appear. Contact your account administrator to be granted access.
See also: FAQ · Requirements & limits