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Analyze and Compare Historical Evolution of a Row

Row Evolution graphs in FirstHive CDP are especially useful for discovering trends in your metrics over different timeframes. If you notice significant directional shifts in your trend lines, you can investigate what may have caused them, whether positive or negative.

This feature can be used to:

  • See how keyword use changes over time, for example, due to SEO improvements or changes in search behavior (by viewing the evolution of visits from a specific keyword).
  • Monitor device trends, such as whether more visitors are using mobile devices over desktop (by viewing the evolution of visits in the Mobile vs. Desktop report).
  • Assess the effectiveness of your content over time (by viewing the evolution of revenue or conversions for a specific page).
  • Identify seasonal patterns, like whether certain pages receive more traffic during specific months (by viewing the row evolution of a page with monthly metrics).

Row Evolution shows trends within reports across multiple metrics, making it unique. With this feature, you can track how visits to specific pages change over time, or how visits from a particular browser evolve.

You can use Row Evolution to gain a nuanced understanding of your web traffic trends, and when combined with Annotations, you can record these insights for later reference.

When viewing the row evolution of a single data row, the default metric shown is visits. To view the evolution of another metric, click the metric’s name:

To compare trends between multiple metrics for the same row, use Shift + click on the desired metrics.

You can also see the numerical evolution value and direction of all main metrics.

Comparing Multiple Row Evolutions

To compare evolution data for different rows:

  1. Open row evolution for one row.
  2. At the bottom of the popup, click Pick a row to compare.
  3. The popup will close, allowing you to select another row for comparison. Click the row evolution icon on the second row.
  4. The new popup displays the row evolution for both rows using visits by default.
  5. You can switch metrics by selecting another metric from the dropdown at the bottom of the page.

Recording Your Insights

If you discover important insights from viewing row evolution data, you can record them using Annotations in FirstHive CDP. For example, if your conversion rate spikes on a specific date and there’s a note indicating a website design change on that day, you can correlate the two events. Positive changes can then be replicated or emphasized for future improvements.