Flash Navigational Component Functionality KPI Ratio

DEFINITION:

If a flash animation/interactive site component is primarily employed for navigation and the custom Flash tags (pageTracker._trackPageview("/example-directory/page1.html");) are rendered among traditional pageviews, then these need to be tracked as part of a click-path ratio of Flash clicks to actual pageviews (Google Analytics - example, but this is also applicable to Coremetrics & SiteCatalyst). 

VARIABLES:

m=KPI

f=total number of flash clicks

x=total number of pageviews

y=number of pageviews generated by ._trackPageview Flash Clicks 

FORMULAS:

m=f/[f+(x-y)]

m=FLASH NAVIGATION METRIC

NOTES & USES:

• Flash navigation use in reference to actual site-wide total pageviews
• Metric approaching 1 indicates that Flash Navigational Component is heavily used for site-wide navigation
• Metric approaching 0 indicates low or limited use of the Flash Navigational Component for site navigation

EXAMPLE:

An interactive flash navigational component is prominently featured on every page alongside a traditional href hyperlink navigation bar. The interactive flash navigational component has both navigational and descriptive/entertaining animation components. Every flash click is tracked as a generated ._trackPageview pageview (Google Analytics - example, but this is also applicable to Coremetrics & SiteCatalyst). 

m=KPI

f=3800

x=10,525

y=8635 

m=f/[f+(x-y)]

m=3800/[3800+(10525-8635)]

m=3800/[3800+1890]

m=3800/5690

=0.67

CONCLUSION:

More often than not, the flash navigational component is utilized for site-wide navigation but not exclusively. Thus, even though visitors click on the flash component to navigate the site, many of the pageviews during the reporting time range were generated through traditional hyperlink navigation. These types of KPI metrics are used to evaluate the overall usability and engaging properties of side-wide Flash Animations.

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