The Kissmetrics data model is comprised of three components: people, events, and properties. Understanding these concepts is vital to being able to analyze the data you are collecting. A person is our representation of a user visiting your site. A person can perform events. And properties help describe both events and people.
People are the visitors on your sites. A person in Kissmetrics represents the physical person behind the computer that came to view your blog, website or app.
To understand how people are identified within Kissmetrics, take a look at here.
Events are the actions that your users are taking on your site or within your app.
The event will be triggered upon each visit to the site (with up to a 30-minute window of inactivity accounted for before re-firing another Visited Site event)
Search Engine Hit
The event will be triggered upon arriving to the site from a search engine
Ad Campaign Hit
The event will be triggered from any ad campaign tagged with UTM parameters, or any Adwords campaign.
The automatically tracked events are a great start but you will also want to track your own. Some examples are:
This event will be triggered when a visitor completes the sign-up
The event will be triggered any time a visitor logs into your site or application
Completed check out
This event will be triggered when a visitor completes the checkout process
Subscribed to newsletter
This event will be triggered when a visitor subscribes to your newsletter
Properties are additional bits of information describing your users and their actions. By using properties you are able to segment reports and dive deeper into your data.
Properties are passed as key-value pairs.
the customer's unique identifier
When a link directing to your site is using UTM parameters
The URl that the visitor came from
KM Landing Page
The first page a user visited at the start of a session
Whether the user is new or returning
KM Device Type
This is the device being used by the user
Computer vs Smartphone vs Tablet
KM Device Category
The type of device the user is operating
Computer vs Mobile
KM Screen Resolution
The size of the user's screen
KM Operating System
The operating system of the above device
Mac OS X
KM Operating System Version
The version of the above operating system
Mac OS X 10.11.6
This is the browser that is being used by the user
KM Browser Version
The browser and version the user is running
The city from where the user is visiting your site
The state or region from where the user is visiting your site
The country from where the user is visiting your site
This is the Continent from where the user is visiting your site
These starter properties are helpful, but you will also want to track your own. Some examples are:
Product Viewed Name
The name of the product the user viewed
Promo Code Used
The promo code that was used during checkout
Video Played Name
The name of the video that was watched by the user
Now that you understand these concepts separately, let’s see how they all work together.
Janet is a first-time visitor to your e-commerce site. She originally arrived at the site from a post she saw on a fashion blog. While she was on your site, she viewed 2 dresses, added 1 to her shopping cart, created an account and ultimately left without buying anything.
In this scenario, who is the person? What are the events? And what properties should be passed?
KM Returning: No
Product: Red Dress
Product: White+Gold Dress
Added to Cart
Product: White+Gold Dress
Email: [email protected]
Updated a day ago