No longer will you wonder whether a sudden spike or drop in traffic is unique to your site or a result of a global shift affecting many publishers. With MarfeelCast, you can analyze and gain a clear understanding of the external factors influencing your traffic acquisition.
MarfeelCast provides insights into your traffic acquisition by displaying your share per traffic source and comparing it to Marfeel’s extensive network of publishers over time. Additionally, it offers a volatility index, allowing you to identify how predictable and controlled the traffic is.
MarfeelCast helps you answer these questions:
MarfeelCast - Benchmark your traffic
MarfeelCast provides several metrics to allow analysts to understand traffic distribution.
The Traffic Share of a channel describes the percentage of traffic a publisher receives from a certain source compared to the total. The metric in the table is calculated for the last seven days. The graphic provides a daily time series.
Benchmarking the Traffic Share of a channel to Marfeel allows publishers to understand if their traffic is over-exposed or under-exposed to it.
It is possible that an article’s peak performance within one channel might lead to a temporary decrease in performance across other channels.
Volatility informs your team on how reliable a certain channel is on sending a steady traffic flow. A high number means that traffic coming from this channel is inconsistent and unreliable, while a low number means that it has shown a consistent performance during the last month.
It is calculated both for its own traffic and the Marfeel average, as the division between average week over week standard deviation, in absolute numbers, between average traffic.
Benchmarking the volatility of a channel to Marfeel allows publishers to understand if your team has mastered the channel and have achieved predictability compared to others.
Please note that volatility for the site will only appear once there are 30 days of data, so that it can be properly calculated.
The percentage shown on this column represents yesterday’s performance of your account, compared to the same day of the previous week.
This is then normalized by subtracting from it the same performance but calculated as an average across the Marfeel network instead.
Marfeel informs publishers of whether the previous day was a quiet or volatile day for other publishers. It looks across the network of publishers using and checks whether the percentage of sites with a relevant standard deviation for the channel was high or low.
If lots of sites had a volatile day it might mean that there were external factors like platform or core updates affecting the traffic of that given channel.
The bars represent how volatile each given day was, normalized to the usual volatility of the channel, by checking what percentage of sites experienced relevant traffic changes for the expanded channel on each day. Above a certain number, bars are represented with a different color to make it easier to spot the highest volatility dates, which could hint of an algorithm update on this source channel.
Trend is calculated as the last 2 weeks regression slope for each channel’s traffic line. Whenever this results in lower than -1% or higher than 1%, a trend arrow will be displayed alongside the last seven days' share numbers.
It is intended to inform your team of whether last week’s share number is significantly higher or lower than previous benchmarks, and it is highlighted both for your own traffic and Marfeel’s average.
Each table row is expandable, displaying the last 90 days of data on a chart. Four different metrics are listed, and hovering over them displays a tooltip with even more detailed information.
This line represents the share of your account's traffic that came from the expanded channel, for each given day. This average is logarithmically weighted by domain.
This line represents the actual traffic that came from the expanded source channel, in absolute numbers.
This is useful to understand whether a change in traffic share was caused by surges or drops in other channels, instead of the selected one.
This line represents the average share of all of Marfeel’s network of publisher’s traffic that came from the expanded channel, for each given day. This average is logarithmically weighted by domain.
When hovering over the chart, a tooltip is shown displaying a table. This table includes the numbers of the three representable lines (My Account Share, My Account Traffic and Marfeel Share) and also the week-over-week percentage increase or decrease of each of them. The previous week’s info used for the calculation also is highlighted on the chart as a visual help.
The tooltip also shows the top three articles on the channel to help understand what moved the needle on that given day.
Finally, a link with “Read more” is also included to navigate to the realtime screen, filtered by the selected source channel and date.
On the top left of the screen, you can filter your site’s data by host/domain and by folder.
On the right side of the screen, you can deactivate showing your site’s data, in case you want to share Marfeel’s average numbers in a screenshot, without displaying any sensitive data.
Visit marfeel.com today or contact our Senior Director of Business Development:
Julio Medrano
604-551-7574
julio.medrano@marfeel.com
