Acquisition helps you learn how your visitors found your website and what type of channels brought them to you. Then, you can audit your marketing activities to see which ones are working. You can also determine which channels drive the most conversions and focus your attention on them.

• Cost per customer acquisition (CAC) shows how much money it takes to gain a new customer. It helps you plan and allocate marketing budgets appropriately.
• Cost per lead (CPL) is the average cost of generating new business leads.
• Click-through rate (CTR) measures how many users click on a specific link compared to how many view the content.

Audience informs you about your customers’ demographics, the types of devices they use, how they browse your online store, and their purchasing preferences. Companies can use that data to adjust their offer, personalize advertising to their audience, or choose the content they want to display on their website.

• Engagement is the number of visitors that engage with your content.
• Impressions are the total number of times people saw your post. They are always higher than reach because one visitor can have multiple impressions for a single piece of content.
• Reach is the number of people who have seen your content, which you can improve through regular campaigns.
• Sessions help you create more engaging content and increase conversions. A session starts when a visitor sees a website or opens a mobile app and usually ends after 30 minutes of inactivity.

Behavior lets you learn about customers’ activity on your website, such as the products they buy, where they click first, how long they stay on the website, or what makes them leave. With that data, you can understand the customer journey and make changes to your online store to boost engagement.

• Bounce rate tells you the percentage of people who came to your website and left without doing anything. It’s a way to measure visit quality – a high bounce rate means that the page should be improved to be more relevant to your visitors.
• Page or screen views measure how many times a visitor sees a page. Using this data helps you understand how popular your ecommerce page is or see if any changes to the site increase or decrease the number of visits. You can also see how many pages people view in one visit, which tells you if your content is engaging.
• Returning visitors shows the number of people who have visited a website and are coming back.

Conversion shows the result of a desired action defined in advance as the company’s goal, such as making visitors purchase a product or click on particular content.

• Average order value (AOV) measures the average amount customers spend per order – a high AOV means that your business is doing well.
• Cart abandonment rate shows when visitors add items to their cart but decide not to buy them. Reasons for such behavior include unexpected shipping costs, website errors, a complex checkout process, a declined card, or customers not being ready to buy.
• Conversion rate is the percentage of visitors who take action on your website. It gives you an overview of how your website visitors become actual customers. You can measure how long it takes to convert them, whether they will repeat their purchases, or how many visitors abandon their cart instead of converting. Such data can help you determine how to engage with visitors and potential customers.
• Sales conversion rate is the percentage of visitors who make a purchase in your online store.

Revenue shows the money collected from customers when they purchase things or services. It shows all your efforts – from marketing and analytics to website optimization.

• Customer lifetime value (CLV or CLTV) shows the predicted value your customers will spend with your ecommerce website. Calculating lifetime value helps you understand how much you can invest in retaining the customer for a maximum return.
• Customer retention rate vs. churn rate — customer retention rate represents the percentage of customers the company has gained. In contrast, the churn rate is the percentage of customers a company has lost over a specified period.
• Paid marketing activities help you determine your exact return on investment (ROI) for various paid marketing campaigns. Assessing your marketing campaigns will prevent you from spending money on efforts that are not helping your bottom line.
• Revenue per visitor (RPV) is a metric that shows the amount of money generated each time a customer visits your website. It is calculated by dividing the total revenue earned during a given time by the number of visitors during the same period.

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• Carts report helps you understand why people are not buying items they had in their shopping carts and shows what the website might be missing out on.
• Conversion report tracks a variety of different types of conversions. You can discover which product pages, product recommendations, emails, or other content convert the best. This conversion data can help you optimize your website, sales, and marketing strategies.
• Customer report helps you understand how well your store retains customers. You can use this data to answer business questions related to customers, such as how to generate more revenue or reduce new customer acquisition costs.
• Funnel report helps you analyze how many visitors progress to become email subscribers and how many complete a purchase. You can create a main funnel for your entire website or different funnels for different email opt-ins, products, and campaigns.
• Marketing report creates a report for every marketing channel and campaign, which helps you analyze all recent marketing activities. You can make smarter decisions about your ecommerce marketing, spending, and creative approach.
• Order report helps to understand your store’s average order value better. You can use this report together with a sales report to determine if your strategy is working.
• Product reporthelps you understand which products are the most popular and what types of customers buy which products. Usually, you can generate one report for each product, but you can also create one larger report to showcase buying trends.
• Sales report focuses on total sales to understand how customers shop on your site.

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Key characteristics of ePHI

ePHI encompasses a wide range of identifiers that can be used to trace an individual’s health information. The following are examples of data classified as ePHI:

• Geographic data: Information about a person’s location.
• Social security numbers: Unique identifiers assigned to individuals.
• Email addresses: Contact information that can be linked to health records.
• Medical Record Numbers: Unique identifiers for patient records within healthcare systems.
• Account numbers: Financial or billing information associated with healthcare services.
• Health plan beneficiary numbers: Identifiers for individuals enrolled in health plans.
• Web URLs: Links that may contain personal health information.
• Device identifiers and serial numbers: Identifiers for medical devices used by patients.
• IP addresses: Internet Protocol addresses that can be associated with online health records.
• Any unique identifying number or code: Additional identifiers that can link to an individual’s health information.

Importance of Protecting ePHI

The protection of ePHI is critical for maintaining patient privacy and trust. Organizations that handle ePHI must implement robust security measures to comply with HIPAA regulations, which include:

1. Data encryption: Ensuring that ePHI is encrypted both in transit and at rest to prevent unauthorized access.
2. Access controls: Implement strict access controls that limit who can view and manage ePHI.
3. Regular audits: Conduct audits and assessments to ensure compliance with HIPAA requirements and identify potential vulnerabilities.

Understanding and protecting Electronic Protected Health Information (ePHI) is essential for healthcare providers and organizations. By adhering to HIPAA guidelines and implementing effective security practices, organizations can ensure the confidentiality and integrity of sensitive patient data while fostering trust in their services.

For comprehensive details on HIPAA regulations and compliance requirements, visit the HIPAA Journal.

Read more on this topic on our blog: 

HHS guidance on using online tracking technologies: How to make your analytics HIPAA-compliant

Healthcare organizations should focus on improving the patient’s digital experience

The AHA’s lawsuit against HHS guidance on online tracking technologies: What it means for HIPAA-covered entities and their use of analytics

Piwik PRO is officially HIPAA certified!

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• Source (utm_source): Shows where the clicks came from, like a newsletter.
• Medium (utm_medium): Tells the type of medium used, often email.
• Campaign (utm_campaign): Names the specific campaign or promotion.
• Term (utm_term): Identifies keywords, but can also split different newsletter topics.
• Content (utm_content): Helps compare similar content, useful for testing CTAs or other elements.

Using UTM tagging helps marketers understand how users engage with newsletters. This info lets them tweak content, improve CTAs, and boost overall user engagement. In addition, it helps compare newsletter performance with other marketing channels, making resource allocation more effective.

Email analytics gives marketers the power to make smart decisions based on data. This leads to better campaigns, more targeted messaging, and, ultimately, higher conversions and revenue.

Read more tips for successful digital marketing:

• Piwik PRO masterclass for marketers: Advanced analytics to drive strategic decision-making
• Digital marketing analytics: The beginner’s guide to data-driven marketing success

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• Standard
• Strict
• Custom

This feature lets users decide what level of privacy they want to set up in their browsers. Mozzila is constantly working on the feature and adding new functionalities. ETP is active in all current installations of Firefox, but it’s set to “Standard” by default so that it won’t block query parameters. To enable strict ETP, click the shield icon in the Firefox address bar, then click Protection Settings. In the window that opens, users will now find Enhanced Tracking Protection. Just toggle it to “strict” and you’re off to the races.

Compared to its competitors, such as Google Chrome and Microsoft Edge, Mozilla Firefox claims to be “the most private and secure major browser available across Windows and Mac.”

You can read more about ani-tracking mechanisms in different browsers on the Piwik PRO blog:

• What to expect from Google Chrome’s new privacy features
• Google Chrome will wipe out third-party cookies. What’s next?
• What Intelligent Tracking Prevention (ITP) means for web analytics & marketing [Updated]

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• Current state of the ePrivacy Regulation as it enters the home stretch

• How ePrivacy impacts marketing automation, re-marketing, personalization and web analytics

• ePrivacy Regulation: what will the new EU law mean for your business?

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