a distant view of mountains under light cloud cover and low clouds hanging before the mountains
Green Hills Preserve A mountainous view at the Green Hills Preserve in the Mount Washington Valley of New Hampshire. © Joe Klementovich
Web Analytics Information

Web, Email & Social Media Data

Where to Go for What

by Karen Furr & Brie Wills

How to Use This Guide

Understanding what information is available to you

On this page you will find two key sections:

  1. Use Cases: These expandable sections provide some standard use cases based on requests we typically receive and provides links directly to the sources as well as a brief description of what is available.
  2. Data Access Matrix:This is designed to be a quick snapshot that you can easily reference to know what data access points are available to you and what information they contain.

Additional Resources

illustration of a computer sitting on a map of the world and envelopes leaving the computer and traveling all over
Email Campaign? Learn where to get self-service CEP data!

Use Cases Overview

To understand what questions can be answered by our data analytics team and the self-serve dashboards/resources, continue reading.

Areas of Focus:

  • Nature.org Page Performance
  • Nature.org Site Group Performance
  • Email, Social & Donations
  • Additional Common Requests

Page Performance Use Cases

Specific Pages on Nature.org

  • I want to know how my page is doing (such as how many visits it has received)

    We have three resources available for basic web performance metrics:

    1. Parse.ly* (best option for easy-to-understand metrics and some detail; SELF-SEVICE) 
      • Allows you to look up pages as soon as they are live and see information on marketing channels, engaged time, video plays, email conversions, device type, campaign tags, etc.
      • By setting your own timeframe, you can view your top content on a daily, weekly, monthly, or a custom date range basis.
    2. Power BI US States Web & Social Dashboard (best option for very quick check-in; SELF-SERVICE)
      • Open to all TNC employees and updated on a monthly basis. Information here is pulled from Adobe Analytics and will allow you to find information on visits, unique visits, page views, pages/visit (Web Pages tab is most helpful to see page performance)
    3. Adobe Analytics (best option for custom dashboards; SUBMIT REQUEST)
      • Requires understanding of how to use Adobe Analytics workspaces (more complicated than Parse.ly)
      • Best option if you need a dashboard of multiple dimensions and metrics to monitor over time

    *requires a log-in –if you do not have one, please submit a digital request

  • I want to optimize a page and am interested in what areas receive the most engagement

    Submit a request for a heatmap analysis. See what areas receive the most engagement, clicks and how far down visitors scroll. 

  • I want an example of top performing pages or pages with good SEO

    The Evergreen Article List is a list of articles within each AEM site group that are consistently receiving high levels of organic traffic. You can further filter the list to see if the page meets Nature.org’sengagement benchmark for average engaged time. Updated on a quarterly basis.

Site Group Performance Use Cases

Larger Site Groups -Nature.org

  • I want to track monthly health of my pages/site group & which channels are driving traffic

    Power BI US States Web & Social Dashboard

    • View page and site group activity such as visits, unique visitors, page views, and pages/visit (web pages tab is most helpful to see page performance)
    • You can also view the web summary, engagement, & marketing tabs for results by marketing channel and site engagement activities such as email sign-ups and downloads.


    • On Parse.ly you have the option to filter pages based on ‘Section’ which correlates to site group in AEM. Simply select ‘Section’ in the top navigation bar and then select the group you need. If you don’t see your group, select a larger date range by clicking on ‘Historical’ and then lengthening the time!
  • My BU wants to compare engagement on our site group with other BUs
    • When considering engagement, we look at metrics such as bounce rate, time spent per visit, and pages per visit. You can find all three of these metrics in the Power BI US States Web & Social Dashboard. Once there, look at the 'Web Summary' tab and identify some states that have a similar amount of traffic to yours (look at visits or page views) and compare KPIs to see where you rank.
    • If your metrics are much lower than the averages seen on other states of your size, view the 'Web Pages' tab to see which pages may be performing lower than average across these KPIs.

Email, Social & Donations Use Cases

Understanding performance

Additional Common Requests

Common requests

Content success wheel shows importance of reach, engagement, and loyalty in overally content success
Success Wheel. What to measure to determine success with analytics.


Additional Resource

This is designed to be a quick snapshot that you can easily reference to know what data access points are available to you and what information they contain.

Once you understand the business-centered use cases, you can just refer to this matrix for a quick check on where to go for what you need.

You will notice that certain metrics/information can be found in multiple places. We recommend starting with self-serve options available to you before submitting a request.

Matrix summary of where to go for analytics data
Analytics Data Access Matrix Quick view of where to go for data info

Chart lists Website Metrics (AA, Parsely, or Power BI dashboard, or submit a request); Social Media Metrics (US States Web & Social Report or Social Benchmark Report), Email Sends Metrics (CEP) (CEP Results Report); Page Heatmaps (Mouseflow and Request); Engaging Networks forms (Request); Revenue (Request); and All other (Request).