Creating an attribution heatmap

1. In Analyze Heatmaps, go to Heatmap type > Attribution.

2. On the Attribution tab, under Data, select the data type to display for each element on the property:

   Note: To change the data range DXA gathers session data from to use in the heatmap, use the date range dropdown menu to the right of Heatmap type.
   • Click — Displays how often visitors clicked each element in all sessions within the selected date range
   • Hover — Displays the average length of time visitors hovered over each element in all sessions within the selected date range
   • Conversion — Displays how often conversion occurred in sessions where each element was used within the selected date range
   • Revenue — Displays the total revenue generated in converting sessions where each element was used within the selected date range

3. (Optional) To only display Conversion or Revenue results from specific conversion-type tracked events, in Conversion Tracked Event, enter the name of a conversion-type tracked event to use. For example, you may want to use the attribution heatmap to only check which elements are most frequently clicked when visitors add an item to the cart.

   

4. Under Display by, select how you want to display the data on the heatmap:
   • Rank — Elements are displayed as a rank. Depending on the Data type selected, 1 reflects the element with most interaction or the element leading to the highest conversion/value.
   • Count/Value — Depending on the Data type selected, elements are displayed with either a count showing how many times visitors interacted with it or the revenue generated from converting sessions where the element was used.
   • Contribution % — Displays how frequently visitors interacted with each element as a percentage out of all interactions on the property.
5. (Optional) Select one or both the following options to provide further insights into the data displayed on the attribution heatmap:

   • Show gradient — Displays a color gradient below the heatmap corresponding to the data on the heatmap
   • Show attribution table — Displays a table listing each element with key details, such as element ID and total number of received clicks
     Note: For more information, see Attribution table.
6. (Optional) Select one of the following color themes for highlighted data displayed on the attribution heatmap:

   • Attribution color — Depending on the Data type selected, the level of transparency reflects how much visitors interacted with an element or how much conversion/revenue the element led to. Higher transparency indicates fewer interactions or lower conversion/revenue and lower transparency indicates more interactions or higher conversion/revenue. To change the color of highlighted data, use the box to the right.
   • Use multi-color — Depending on the Data type selected, the point between blue and red on a color spectrum reflects how much visitors interacted with a element or how much conversion/revenue the element led to. Closer to blue indicate fewer interactions or lower conversion/revenue and closer to red indicate more interactions or higher conversion/revenue. To change the opacity of highlighted data, use the Attribution opacity box to the right.

     

7. Click Generate heatmap.

Using an attribution heatmap

Data DXA gathers from sessions is overlaid on each page depending on the Data and Display by options selected. In the image below, the heatmap displays the number of clicks each element on the page received in sessions within the selected date range:

You can navigate through the property and interact with elements in the heatmap view as you would normally.

To view more details about an element, on the attribution heatmap, hover over the number on the top-right corner of the element you want to view more details about.

To view a list of sessions where visitors interacted with the element, click Show visitors.

Attribution table

The attribution table lists elements on the property with key details, such as element ID and total number of received clicks.

To view the attribution table, scroll below the heatmap.

Note: If the attribution table doesn't appear, when creating or editing an attribution heatmap, enable Show attribution table.

The attribution table contains the following columns depending on the selected heatmap data type:

Column	Description
Order	The order of elements listed on the table depends on the selected heatmap data type. For example, if you selected Click, elements are listed in order of most-to-least clicked.
Text	Displays inner text or placeholder text associated with an element
Element	UI element ID Note: DXA automatically creates an element ID for elements without preexisting IDs.
Clicks	Number of times visitors clicked the element with a percentage of all clicks on the property Note: If two entries on the table share the same Order and Clicks, DXA may have created the same ID for both entries. To avoid this, apply separate IDs to the elements.
Avg Time	Average length of time visitors hovered over the element
Conversions	Number of converted sessions where visitors interacted with the element
Revenue	Total revenue generated in converting sessions where the element was used
Action	The following actions are available: Ignore — Click to remove the element and associated attributes, such as clicks and revenue, from the heatmap and attribution table. Show visitors — Click to view a list of sessions involving visitors interacting with the element.

Not all elements on the property are listed in the attribution table. To be included, elements must be visible on the current page and the percentage of clicks must be within the 90% percentile which we then show regardless if the element is present or not. A note at the bottom of the table tells you how many elements weren't included and why.

Note: Grayed out entries on the attribution table refer to elements that no longer exist on the property.

Further information

To configure the attribution heatmap selector and other heatmap property settings, see Heatmaps tab.