Details

      Description

      Motivation

      Content authors and marketers need to validate their content strategy by the means of relevant metrics about the findability and engagement of their contents. As part of the content performance analytics, information about a page's traffic sources provides insights on the origin of visitors, and so on which channels are attracting the most traffic and are being most effective.

      The traffic channels pie chart will provide information about tracked traffic channels in a summary view, so that the user is able to compare between channels and go further into details of each one of them.

      The traffic channels featured in the chart will be the following:

      • Organic traffic volume, that is, non-paid traffic coming from search engine websites as Google, Bing or Yandex
      • Paid traffic volume; in this case we are not considering all paid sources (ie, traffic coming from a campaign in social networks), but only the traffic coming from Google Paid Search (Adwords), even when it is not tagged with UTM labels.
      • Referral traffic volume, that is, traffic coming from elsewhere than search engines and same domain's URLs
      • Social traffic volume, that is, traffic coming from tracked social networks' domains (see Technical Requirements for detail)
      • Direct traffic volume, that is, traffic volume coming from unknown sources /sources different from the previously indicated

      Persona

      Content authors and marketers non-SEO specialists.

      Design

      https://www.figma.com/file/2oYEoKpuGaMxPOTZtcqWoh/LPS-118107-Full-traffic-channels-pie-chart?node-id=3%3A1834

      Technical Requirements

      GENERAL NOTES

      All required data to build the traffic pie chart should be retrieved:

      • by URL
      • a period of time (currently last 7 days, last 30 days, ...)
      • in number of visitors (not unique visitors). If not possible, sessions or views would be fine too.
      • ideally in a single endpoint

      TRAFFIC CHANNELS PIE CHART

      • Metrics will show the info retrieved from AC
      • Interval selector and previous/next period buttons will allow the user to request info for different periods of time 
      • Preset interval will be Last 7 30 days (We will keep the same interval the old SEMRush endpoint gives)
      • Chart will show:
        • Traffic volume: Absolute value of traffic for each channel in number of visitors (not unique visitors). Sessions or views are valid units too.
        • Traffic Share: Ratio for each channel in percentage (considering the sum of the traffic of all channels for that period as 100%) 
      • When hovering on the channels' name or piece of the chart, then:
        • a pop over with the name of the channel, traffic share and traffic volume will show
        • the pieces of the chart not hovered will veil
      • The traffic channels list order will be from highest to lowest values 
      • Every traffic channel will have an assigned color (Organic=blue, Direct=orange, Referral=red, Paid=green, Social=pink Susana Vázquez)
      • The tooltips' texts can be found here: https://docs.google.com/spreadsheets/d/18ZkDOyKsP9SqO5gXIMpAWuSoJeK0A_jR2wtSCcpBkt0/edit?usp=sharing 

      ORGANIC SEARCH TRAFFIC

      • Traffic volume coming from all the domains of the following search websites:
        • Google
        • Bing
        • Baidu
        • Yandex
        • Yahoo
        • or utm_medium=organic
      • The share of traffic that organic search traffic represents (considering the sum of the traffic of all channels for that period as 100%) 

      PAID SEARCH TRAFFIC

      Values needed:

      • Traffic volume coming from all Google Search domains' paid search (AdWords) for a period for a given URL. Ideally, this could be retrieved from referral=google.* plus one of these parameters in the Request Headers (and so this traffic shouldn't be considered in the count of the organic traffic volume):
        • :authority: value = "www.googleadservices.com". This requirement has been implemented as  referrer contains googleadservices.com , or
        • :path: containing ?gclid= -> This requirement has been implemented as  referrer has a gclid query parameter, or
        • :path: containing /pagead/aclk? -> this requirement has been implemented assuming all the referrer that end with the path /pagead/aclk contains googleadservices.com too, so will be marked as paid search in the first requirement, or
        • utm_medium = cpc or paid search or ppc.
      • The share of traffic that paid search traffic represents.

      SOCIAL TRAFFIC

      Values needed:

      • Traffic volume coming from the following social networks' domains:
        • Twitter.com
        • Instagram.com
        • LinkedIn.com
        • youtube.com 
        • Facebook.com
        • tiktok.com
        • Pinterest.com
        • Snapchat.com 
        • or utm_medium = sm or social or social media or social-media or social network or social-network

      > Ideally, this could be retrieved from referral=SocialNetworkDomain.* and so this traffic should be subtracted from the referral traffic volume -> Now the social traffic is being extracted from the referral traffic volume

      • The share of traffic that social networks' traffic volume represents. 

      DIRECT TRAFFIC

      Values needed:

      • Traffic volume coming from unknown sources /sources different from the previously indicated
      • The share of traffic that direct traffic volume represents.**

      REFERRAL TRAFFIC

      Values needed:

      • Traffic volume coming from elsewhere than search engines, same domain' URLs and social networks considered in Social traffic
      • Traffic volume with a NOT empty referrer or marked with utm_medium = referral
      • The share of traffic that referral traffic volume represents.

      Acceptance Criteria

      • Given the traffic channels chart
      • When the list of channels display (Organic, Paid, Direct, Referral and Social)
      • Then they're ordered form greatest to smaller value, and the matching color with each channel is always the same regardless of the position they have in the list

      • Given the traffic channels chart
      • When there are not data for some of the channels
      • Then those values are shown as "0", and there isn't a link to the second level for those channels

      • Given the traffic channels chart
      • When there is not data for any of the channels
      • Then the list of channels values' are shown as "0", there isn't a link to the second level for any channels, and a message "Your page has no incoming traffic from traffic channels yet" shows.

      • Given the traffic channels chart
      • When there is an error when calling the API
      • Then the traffic channels section displays the channel's list with value "-" and the chart is the placeholder (empty). There are no links to the second level and there is a warning at the top of the sidebar indicating that some data is temporarily unavailable.

      For channels' attribution, see spreadsheet linked in the comments section 

      Test Scenarios

      AC ID Test Strategy Test Scenarios Is it covered by FrontEnd ? (JS-Unit) Is it covered by BackEnd? (unit or integration) Poshi?
      01 Low When the Content performance panel is opened, at the bottom of the panel it is shown the traffic channels chart and a list of the channels displayed in the chart (Organic, Paid, Direct, Referral and Social). They're ordered form greater to smaller value, and the matching color for each channel is always the same regardless of the position they have in the list NO   NO YES 
      02 High When there is no data for some of the channels, those values are shown as "0", and there isn't a link to the second level for those channels YES  NO  
      03 High When there is no data for any of the channels, the list of channels values' are shown as "0", there isn't a link to the second level for any channels, and a message "Your page has no incoming traffic from traffic channels yet" shows YES NO   
      04 High When there is an error when calling the API, the traffic channels section displays the channel's list with value "-" and the chart is the placeholder (empty, coloured in gray). There are no links to the second level and there is a warning at the top of the sidebar indicating that some data is temporarily unavailable YES   NO  
      05 High When there is data for all of the channels, the list of channels values' are shown and there is a link to the second level only for the channels Paid and Organic YES  NO  

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              Assignee:
              carlos.brichete Carlos Brichete Báez
              Reporter:
              julia.molano Julia Molano
              Engineering Assignee:
              Product Team Tango
              Recent user:
              Susana Vázquez
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                Dates

                Created:
                Updated:
                Resolved:

                  Packages

                  Version Package
                  7.3.X
                  Master