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class="a8c-docs-layout__main__content__inner"> <div class="a8c-docs-layout__main__content__primary"> <main> <article class="a8c-docs-entry post-2197 post type-post status-publish format-standard hentry category-data-pipeline tag-code tag-overview tag-table tag-u123" aria-label="Data Pipeline metrics overview" id="post-2197" > <header class="a8c-docs-entry__header"> <h1 class="a8c-docs-entry__title"> Data Pipeline metrics overview</h1> </header>  <div class="a8c-docs-entry__content"> <p>Parse.ly’s <a href="https://docs.parse.ly/data-pipeline/">Data Pipeline</a> starts with a standard set of metrics and events that are worth instrumenting about many kinds of content and audience.</p> <h2 class="wp-block-heading" id="h-event-types">Event Types</h2> <p>Parse.ly’s <a href="https://docs.parse.ly/parsely-integration/">tracking integration</a> supports a number of standard event types out of the box, which help for measuring standard websites that include text and video content.</p> <p>The type of an event is determined by the value of the <code>action</code> field in each event. In a standard JavaScript integration, you will see mostly <code>pageview</code> and <code>heartbeat</code> events to start out. This table lists Parse.ly’s standard events and what they mean.</p> <figure class="wp-block-table"><table><thead><tr><th>name</th><th>description</th></tr></thead><tbody><tr><td>pageview</td><td>View of a URL; JavaScript tracker auto-fires this on load.</td></tr><tr><td>heartbeat</td><td>Indicates page activity; auto-fires every few seconds.</td></tr><tr><td>videostart</td><td>Video asset has started playing.</td></tr><tr><td>vheartbeat</td><td>Video watching activity; auto-fires every few seconds.</td></tr><tr><td>conversion</td><td>Conversion action has taken place.</td></tr><tr><td><em>custom</em></td><td>Aside from the above reserved names, any name may be used for custom events.</td></tr></tbody></table></figure> <h2 class="wp-block-heading" id="h-metrics">Metrics</h2> <p>A metric is nothing more than a count, unique count, or sum of a specific or filtered events.</p> <p>The metrics below are each described in terms of a SQL query one might write to calculate the metric from a table containing all the raw data.</p> <h3 class="wp-block-heading" id="h-page-views">Page Views</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT COUNT(action) as views FROM parsely.rawdata WHERE action = 'pageview';</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT COUNT(action) as views FROM parsely.rawdata WHERE action = 'pageview';</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h3 class="wp-block-heading" id="h-unique-visitors">Unique Visitors</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT COUNT(DISTINCT visitor_site_id) as visitors FROM parsely.rawdata;</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT COUNT(DISTINCT visitor_site_id) as visitors FROM parsely.rawdata;</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h3 class="wp-block-heading" id="h-unique-sessions">Unique Sessions</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT COUNT(DISTINCT session) as sessions FROM ( SELECT CONCAT(visitor_site_id, '_', session_id) as session FROM parsely.rawdata );</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT COUNT(DISTINCT session) as sessions FROM ( SELECT CONCAT(visitor_site_id, '_', session_id) as session FROM parsely.rawdata );</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h3 class="wp-block-heading" id="h-engaged-time">Engaged Time</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT SUM(engaged_time_inc) as time_in_seconds FROM parsely.rawdata WHERE action = 'heartbeat';</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT SUM(engaged_time_inc) as time_in_seconds FROM parsely.rawdata WHERE action = 'heartbeat';</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h3 class="wp-block-heading" id="h-conversions">Conversions</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT COUNT(action) as conversions FROM parsely.rawdata WHERE action = 'conversion';</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT COUNT(action) as conversions FROM parsely.rawdata WHERE action = 'conversion';</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h3 class="wp-block-heading" id="h-video-starts">Video Starts</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT COUNT(action) as videostarts FROM parsely.rawdata WHERE action = 'videostart';</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT COUNT(action) as videostarts FROM parsely.rawdata WHERE action = 'videostart';</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h3 class="wp-block-heading" id="h-unique-video-viewers">Unique Video Viewers</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT COUNT(DISTINCT parsely_visitor_id) as viewers FROM parsely.rawdata WHERE action = 'videostart';</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT COUNT(DISTINCT parsely_visitor_id) as viewers FROM parsely.rawdata WHERE action = 'videostart';</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h3 class="wp-block-heading" id="h-video-watch-time">Video Watch Time</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT SUM(engaged_time_inc) as time_in_seconds FROM parsely.rawdata WHERE action = 'vheartbeat';</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT SUM(engaged_time_inc) as time_in_seconds FROM parsely.rawdata WHERE action = 'vheartbeat';</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <h3 class="wp-block-heading" id="h-other-actions">Other Actions</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT action, COUNT(action) as num_actions WHERE action != 'pageview' FROM parsely.rawdata GROUP BY 1 ORDER BY 2 DESC;</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT action, COUNT(action) as num_actions WHERE action != 'pageview' FROM parsely.rawdata GROUP BY 1 ORDER BY 2 DESC;</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <p>This query will count all the event types other than <code>pageview</code> and sort by the ones with the highest frequency.</p> <h2 class="wp-block-heading" id="h-channels">Channels</h2> <p>Channels, found in the <code>channel</code> fields in the Data Pipeline, are places where user interactions happen. Parse.ly defined channels include:</p> <ul class="wp-block-list"> <li><code>fbia</code> (Facebook Instant Article)</li> <li><code>apln-rta</code> (Apple News Teal Time)</li> <li><code>amp</code> (Accelerated Mobile Pages)</li> <li><code>website</code> (Webpage traffic)</li> <li><code>native-ios</code> (iOS app traffic)</li> <li><code>native-android</code> (Android app traffic)</li> </ul> <p>To filter specific channels, use the following queries:</p> <p>Include only Apple news real-time data:</p> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT <fields> FROM parsely_rawdata WHERE channel = 'apln-rta';</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT <fields> FROM parsely_rawdata WHERE channel = 'apln-rta';</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <p>Exclude mobile app traffic:</p> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php">SELECT <fields> FROM parsely_rawdata WHERE channel not in ('native-ios','native-android');</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea">SELECT <fields> FROM parsely_rawdata WHERE channel not in ('native-ios','native-android');</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <p>Note, Apple News real time events include extra data from Apple News. See <a href="https://docs.parse.ly/how-to-query-data-pipeline-for-apple-news-real-time-data/">How to query Data Pipeline for Apple News Real-time data</a> for more details on the extra data available!</p> <h2 class="wp-block-heading" id="h-mobile-distributed-content">Mobile Distributed Content</h2> <p>Parse.ly has support for <a href="https://docs.parse.ly/google-amp/">Google Accelerated Mobile Pages (AMP)</a> as described elsewhere in the integration docs. Raw events complying with the above event types come through as normal on these channels. AMP traffic is distinguished by a special query parameter whereas IA traffic is distinguished with a special referring URL.</p> <h2 class="wp-block-heading" id="h-native-mobile-apps">Native Mobile Apps</h2> <p>Parse.ly has <a href="https://docs.parse.ly/mobile-sdk/">mobile SDKs for iOS and Android</a>. At the present time, these SDKs only support the <code>pageview</code> event, which are expected to be registered against “URLs” in the app that correspond to pages on your site with web parity. Support for custom events in our mobile SDKs is coming soon.</p> <h2 class="wp-block-heading" id="h-off-site-social-interactions">Off-Site Social Interactions</h2> <p><a href="https://www.parse.ly/content-analytics-dashboard/">Parse.ly’s dashboard</a> measures a number of off-site interactions, including organic social sharing on Facebook and Pinterest. These social interactions are not yet available in the Data Pipeline.</p> <h2 class="wp-block-heading" id="h-traffic-investigation">Traffic Investigation</h2> <p>When suspicious traffic is suspected, the following process will produce a report that allows insight into who is accessing your site or a specific page. The query outlined below returns an aggregation of pageviews by referrer, user_agent, and IP address. From our experience investigating suspicious traffic, this usually gives us a place to start investigating.</p> <h3 class="wp-block-heading" id="h-traffic-investigation-query">Traffic Investigation Query</h3> <div class="wp-block-a8c-docs-syntax-highlighting a8c-docs-syntax"><pre class="line-numbers prism-large" data-start="1"><code class="lang-php"> SELECT referrer, user_agent, visitor_ip, count(action) as pageviews FROM parsely.rawdata WHERE action = 'pageview' and date(timestamp) = date('desired-date-here') and url like '%url-pattern%' GROUP BY 1,2,3 ORDER BY 4 desc;</code></pre><textarea aria-hidden="true" class="a8c-docs-syntax__copy-textarea"> SELECT referrer, user_agent, visitor_ip, count(action) as pageviews FROM parsely.rawdata WHERE action = 'pageview' and date(timestamp) = date('desired-date-here') and url like '%url-pattern%' GROUP BY 1,2,3 ORDER BY 4 desc;</textarea><button class="a8c-docs-syntax__copy-button" type="button"><span class="a8c-docs-syntax__copy-button__before">Copy</span><span class="a8c-docs-syntax__copy-button__after" aria-hidden="true">Copied</span></button></div> <p>Patterns to look for in the results:</p> <ul class="wp-block-list"> <li><strong>Bot traffic is often:</strong> direct traffic (pageviews with null referrers) and from similar user_agents and IP address patterns (ie. 123.45.987.*)</li> <li><strong>Using reverse IP address lookups</strong> (such as <a href="https://mxtoolbox.com/ReverseLookup.aspx">https://mxtoolbox.com/ReverseLookup.aspx</a>), it is also possible to identify other unknown traffic patterns.</li> </ul> <h2 class="wp-block-heading" id="h-get-help">Get Help</h2> <ul class="wp-block-list"> <li><strong>If you are already a Parse.ly customer</strong>, <a href="https://www.parse.ly/support/">get in touch with us</a>, and we’ll be happy to walk through how events and metrics in the raw data map to Parse.ly’s real-time dashboard.</li> <li><strong>If you are not a Parse.ly customer</strong>, we are glad to <a href="https://www.parse.ly/getdemo">schedule a demo</a> where we can share some of the advantages of our standard metrics and events in measuring user interactions, and how to sync that with custom events relevant to your business.</li> </ul> </div>  <p class='a8c-docs-last-updated-text'>Last updated: September 30, 2024</p> </article>  </main> <footer class="a8c-docs-layout__main__content__footer"> <hr /> <p class="has-text-align-center a8c-docs-gutter-bottom-none font-small"> Documentation is licensed under a </p> <p class="has-text-align-center font-small"> <a href="https://creativecommons.org/licenses/by-sa/4.0/"> Creative Commons Attribution-ShareAlike 4.0 International License </a> </p> <div class="a8c-docs-automattic-block"> <p> <a href="https://automattic.com/"> An <span class="screen-reader-text">Automattic</span><svg class="svg-icon svg-icon-automattic" aria-hidden="true" xmlns="http://www.w3.org/2000/svg" viewBox="0 0 200 15.4"><path d="M72.5 15.4c-5.1 0-8.4-3.7-8.4-7.5v-.4c0-3.9 3.3-7.5 8.4-7.5 5.1 0 8.4 3.6 8.4 7.5V8c0 3.8-3.3 7.4-8.4 7.4zm5.7-7.9c0-2.8-2-5.3-5.7-5.3s-5.7 2.5-5.7 5.3v.3c0 2.8 2 5.3 5.7 5.3s5.7-2.5 5.7-5.3v-.3z" fill="#3298CB"/><path d="M15 14.9l-1.9-3.6H4.7l-1.8 3.6H0L7.8.5H10l7.9 14.4H15zM8.8 3.3l-3.1 6h6.4l-3.3-6zm21.4 12.1c-5.2 0-7.6-2.8-7.6-6.5V.5h2.7V9c0 2.7 1.7 4.2 5.1 4.2 3.4 0 4.8-1.6 4.8-4.2V.5h2.7v8.4c0 3.6-2.3 6.5-7.7 6.5zM52.9 2.8v12.1h-2.7V2.8h-6.3V.5h15.3v2.2h-6.3zM105 14.9V3.5l-.7 1.3-6 10.1H97L91 4.8l-.7-1.3v11.4h-2.6V.5h3.7l5.7 9.9.7 1.2.7-1.2 5.6-9.9h3.7v14.4H105zm23.1 0l-1.9-3.6h-8.4l-1.8 3.6h-3L120.8.5h2.2l7.9 14.4h-2.8zm-6.2-11.6l-3.1 6h6.4l-3.3-6zm19.9-.5v12.1h-2.7V2.8h-6.3V.5h15.3v2.2h-6.3zm19.8 0v12.1h-2.7V2.8h-6.3V.5h15.3v2.2h-6.3zm12.9 12.1v-13c1.1 0 1.5-.6 1.5-1.4h1.1v14.4h-2.6zm23.8-10.3c-1.3-1.2-3.2-2.3-5.8-2.3-3.8 0-6 2.6-6 5.4V8c0 2.7 2.2 5.3 6.2 5.3 2.4 0 4.4-1.1 5.6-2.3l1.6 1.7c-1.6 1.6-4.3 2.9-7.4 2.9-5.4 0-8.7-3.5-8.7-7.4v-.6c0-3.9 3.6-7.6 8.9-7.6 3 0 5.8 1.3 7.3 2.9l-1.7 1.7zM74.3 5c.5.3.6 1 .3 1.5l-2.5 3.8c-.3.5-1 .6-1.5.3s-.6-1-.3-1.5l2.5-3.8c.4-.5 1-.6 1.5-.3z"/></svg> Creation </a> </p> </div>  </footer>  </div>  <div class="a8c-docs-layout__main__content__secondary"> <nav id="docs-toc-nav" class="a8c-docs-table-of-contents__sticky" aria-label="Table of Contents"> </nav> </div>  </div>  </div>  </div>  </div>  </div>   <script defer id="bilmur" data-provider="vip" data-service="k8s-a8c" src="https://s0.wp.com/wp-content/js/bilmur.min.js?m=202448"></script> <script type="text/javascript" src="https://docs.parse.ly/wp-content/themes/a8c-docs/assets/build/main.js?m=1732566038g" ></script><script type="text/javascript" src="https://stats.wp.com/e-202448.js" id="jetpack-stats-js" data-wp-strategy="defer"></script> <script type="text/javascript" id="jetpack-stats-js-after"> /* <![CDATA[ */ _stq = window._stq || []; 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