How to Use Your XPRT Tracking Report
Business management guru Peter Drucker famously said “If you can’t measure it, you can’t improve it.”
We know marketers live by this principle, so from a very early stage, we made our online tracking report a cornerstone of the XPRT lead generation platform. As a result, our advertisers repeatedly cite the tracking report as one of their favorite XPRT features.
The tracking platform is outstanding. It lets us understand which are the most engaging publications and obtain full details on qualified leads. In this way, we can quickly show the ROI to management and the consistent growth in the quality of leads.
Laura Silvello, Marketing & Communications Coordinator at Fluence Corporation
We can see that our company profile is well-exposed and well-visited from the detailed monthly traffic reports.
Charlotte Ebbesen, Marketing assistant at Viking Wind
A very good tool for tracking success.
Charlotte Stridh, Marketing manager at Eldan Recycling A/S
And the tracking report isn’t just for XPRT Premium members. Even free members can extract lots of useful information from it.
Today’s post takes a closer look at each section of the online tracking report and aims to help you take advantage of its most helpful features.
The Visit Report charts month-to-month visits to all pages of your XPRT storefront. For the sake of simplicity, our definition of a visit closely resembles the Google Analytics definition of a session (which they also called “visit” until 2014). The best way to increase visits is to take advantage of the unlimited content you can publish on the XPRT platform.
Features available on all sections of the tracking report
Before diving into the Visit Report, let’s look at the different ways you can view data across this and all other sections of the tracking report:
Filter by month/year
You may view data by month or full year back to 2008 at the top left of the screen:
Compare with the previous year
You can compare the data to the same time frame of the previous year, a great way to see how your stats are evolving. In the below example, we clearly see a storefront that has generated more traffic in 2020 than in 2019:
View on a map
Are you attracting visitors from your target markets? The map feature answers this question instantly. Simply hover over any country on the map to see the number of visits from that particular country:
Pro tip: Scroll to below the map for a list of countries sortable by page views and leads.
Most popular content
Switch back to the chart view and scroll down the page to see a list of your storefront pages ordered by number of pageviews. Page titles in orange have produced leads, meaning buyers logged in to XPRT have visited them.
Click on these pages to view a list of your leads:
Then on the visitor name for more information about the lead and a list of the visitor’s activity:
At the XPRT Premium level, you have access to the lead’s full details, including email address, and you can use the contact form to quickly follow up.
Knowing which content is most popular on XPRT helps you figure out what content resonates with your buyers and where to focus your energy when developing new content.
Export your results
Another XPRT Premium feature is the ability to export full reports or individual rows to PDF or XLS format. This is a great way to extract your leads from the XPRT platform to your own CRM or quickly report on the performance of your XPRT campaigns.
The primary difference between the Page View Report and the Visit Report is that both the chart and map display the number of page views (specific pages visited by a buyer) instead of visits. The rest of the report is essentially the same as the Visit Report.
Pro tip: Divide the number of page views by the number of visits to get page views per visit, a good indicator of how “sticky” your content is. Generally speaking, 2 or more page views per visit means your storefront is well-optimized. Anything below that may indicate your content needs some work.
This report measures the number of individual leads your storefront has generated, in other words, how many buyers were logged in at some point while visiting your storefront. By clicking on the names below the chart, XPRT Premium members get access to the full contact details of their leads, while free members may view what pages each visitor viewed.
Pro tip: XPRT Premium members typically have a visit-to-lead conversion rate of 1-2% while free profiles average 0.3%. If your conversion rate falls below these percentages, you should try to optimize your content or add gated content like downloads, videos, or article/white paper summaries with PDF attachments (users must log in to view the full PDF).
This report displays your hottest leads. These are buyers who have used the contact forms on your storefront to request a quotation for a project or product. You should follow up with all of them.
We send requests for quotation by email to people at your company subscribed to RFI/RFQ notifications, and all XPRT members, both Premium and free, may reply from the email notification itself or via your request inbox.
To access your request inbox from this report, simply click on the buyer name, then where it says Request for Quotation in the buyer’s activity summary.
This report works in the same way as the Requests for Quotation report, the only difference being that these leads have requested information rather than a quotation, so they may not be as urgent.
If your business organizes events, visitors filling out the contact forms on your XPRT event pages will appear here. The visitors’ messages appear in your request inbox, where you may reply to all of them at both the Premium and free level.
The main thing to keep in mind about your downloads (brochures, spec sheets, etc.) is that they are published as gated content on XPRT. In other words, buyers need to be logged in to view them.
The chart on the Download Report displays the number of buyers who have viewed a download page, no matter whether or not they proceeded to log in and download the content.
If you scroll down below the chart, the Leads column displays which buyers actually went on to download the content.
Anyone at your company subscribed to Lead Interaction Alerts should receive an email communicating the download within minutes. By clicking on the buyer name, XPRT Premium members may view the details of these “soft leads” and follow up with them.
Just like downloads, videos appear as gated content on your XPRT storefront. Thus, this report provides stats on the performance of your videos in the same way as the Download Report. If you’re an XPRT Premium member, we recommend following up with these leads to find out if they need additional help.
This report presents a list of links to your own website that XPRT users have clicked on your storefront. The leads column shows which ones were logged in when they clicked through.
If your business publishes books or magazines on XPRT sites, you may include a button with a link to the page on your site where buyers can purchase your publication. Visitors who click on those buttons appear in this report. Simply click on the buyer name to find out what publications and purchase links they viewed.
XPRT users must be logged in to view your business’s phone number, and this report displays who they are. In the same way as downloads and videos, anyone at your company subscribed to Lead Interaction alerts receives an email notification when these phone/fax views occur. XPRT Premium members may view the lead’s contact details and follow up.
XPRT sends thousands of customized e-newsletters to its buyers each week. If we feature your content in any of these e-newsletters, clicks on your newsletter content appear on this report. E-bulletin clicks are especially important because everyone is logged in when they click, meaning these are wonderful lead generators. The names of the buyers who clicked on your e-newsletter content appear below the chart.
Our e-newsletters give priority to content from XPRT Premium members, but we also include content from our free profiles.
Email blasts, dedicated emails sent to your chosen segment of the XPRT audience, may be purchased separately and are included in our XPRT Premium Silver & Gold Packages. Once we send your email blast, you can view all the important stats (recipients, opens, open rate, clicks & CTOR) on this report, as well as access the contact details of recipients who clicked on your email using the PDF & XLS reports.
Sending an email blast is a fantastic way to generate large amounts of quality leads in a short period of time.
We hope you’ve found this guide to your tracking report helpful. If you still have any doubts about how to use the tracking report, feel free to contact us or leave your comments below.