The Elective Learning Activity Summary provides detailed reporting across program engagement, content performance, traffic, and Custom Moments. This article defines key metrics available throughout the dashboard and explains how to interpret traffic attributes and UTM tracking data.
Understanding the Elective Learning Activity Summary Views
The Elective Learning Activity Summary includes four main views:
- Top Sheet: Review high-level program activity and engagement metrics.
- Elective Learning Engagement: Explore engagement across your programs, playlists, and content.
- Elective Learning Traffic: Understand how learners are reaching your program.
- Custom Moment Engagement: Review engagement with Custom Moments and their external links.
Start with the Top Sheet for a high-level view, then use the other views to explore your data in greater detail.
Engagement Metrics
Use engagement metrics to understand how learners interact with your program, playlists, and content.
| Metric | What It Shows |
|---|---|
| Program Users | Number of registered and guest users counted as accessing your program. This is not a unique-user metric. |
| Activity Opens | Number of times users have loaded an activity. |
| Incentive Qualifications | Number of users who qualified for an incentive by completing all required content within an incentivized playlist. |
| Average Time in Program | Average amount of time learners spend visiting your program. |
| Average Page Views per Start | Average number of pages viewed after a learner starts a playlist. |
| Total Users per Playlist | Number of users associated with a playlist. |
| Total Time in Playlist | Total time learners spend within a playlist. |
| Total Users per Module | Number of users associated with a content module. |
| Total Time in Content Module | Total time learners spend within a content module. |
| Modules Completed | Number of content modules completed by learners. |
Review multiple metrics together to get a more complete picture of learner activity. For example, one playlist may have a high number of users while another shows more time spent engaging with its content.
Custom Moment Engagement Metrics
Use the Custom Moment Engagement view to understand how learners interact with your Custom Moments and external links.
| Metric | What It Shows |
|---|---|
| Average Conversion Rate | Percentage of Custom Moment views that resulted in a click to an external link. |
| Custom Moment Conversion | Comparison of Custom Moments based on conversion rate. |
| Referrals to Your Site | Clicks generated from Custom Moments back to your website. |
Use these metrics to compare external-link engagement across Custom Moments and identify patterns you may want to explore further.
Understanding Elective Learning Traffic
The Elective Learning Traffic view helps you understand how learners reach your Achieve program. Traffic attributes can provide additional information about the source of a visit and any tracking information associated with it.
| Attribute | What It Shows |
|---|---|
| Campaign | The UTM campaign associated with the visit |
| Term | The UTM term associated with the visit |
| Source | The source that sent traffic to your program |
| Medium | The marketing medium associated with the visit, such as email or banner |
| Browser | The browser used to access Everfi |
| Landing Page | The initial URL of the visit |
| Operating System | The operating system used to access Everfi |
| Referral Source | The referring URL associated with the visit |
| Referring Domain | The domain associated with the referral |
Use these attributes to compare where traffic is coming from and better understand how learners are reaching your program.
Understanding Direct Traffic
Direct traffic does not always mean that a learner manually entered your program URL into a browser.
Direct traffic can include visits from:
- Typed or bookmarked URLs
- Links without tracking information
- Links in non-web documents, such as PDFs
- Some email platforms
- Other sources where referral information is not available
Keep this in mind when comparing Direct traffic with other traffic sources.
Understanding UTM Parameters
UTM parameters are values added to URLs to help you identify traffic associated with specific marketing campaigns and outreach efforts.
Common UTM parameters include:
- utm_source: Identifies the source sending traffic, such as a website, publication, or other channel.
- utm_medium: Identifies the marketing medium, such as email or banner.
- utm_campaign: Identifies a specific campaign, promotion, or initiative.
- utm_term: Identifies paid search keywords.
- utm_content: Helps differentiate similar links or content within the same campaign.
Example
If a tracked URL contains utm_source=summer-mailer, the Source attribute in your traffic analysis can help you identify visits associated with summer-mailer.
Using consistent UTM naming across campaigns can make it easier to compare your traffic data.
Using Filters
Use the available filters within the Elective Learning Activity Summary to narrow the data you want to analyze. Filters can help you focus on the programs, content, or time periods most relevant to the question you’re trying to answer.
When comparing data, check your filters first to make sure you’re reviewing the intended information.
Tips for Interpreting Your Data
- Compare Time Periods: Look for changes in engagement before and after campaigns, outreach efforts, or content updates.
- Explore Content Engagement: Compare programs, playlists, and content to identify differences in learner engagement.
- Consider Multiple Metrics: Look at several metrics together rather than relying on a single data point to evaluate performance.
- Monitor Conversion Rates: Compare conversion rates to identify which Custom Moments generate more external-link engagement.
- Track Incentive Qualifications: Monitor how many learners meet the requirements for incentives and compare these patterns with other engagement metrics.
- Analyze Traffic Sources: Review traffic attributes and UTM data to understand which sources are directing learners to your program.
- Look for Patterns: Use your reporting data as a starting point for identifying trends and areas you may want to investigate further.
Related Resources
Start with the Elective Learning Summary: Topsheet for a high-level view of key program metrics.
For an introduction to the report and its primary uses, review the Elective Learning Activity Summary Overview.