The Aware, Informed, and Engaged visitor metrics are available on your Dashboard and your Project Reports. On your Dashboard, you will see the numbers and percentages of your Visitor engagement over your whole site.
In your Project Reports, the statistics are available in the Traffic Highlights and are only given as a number. These engagement categories are subsets of each other; you can follow this formula to work out these statistics as percentages.
As Engaged visitors are always Informed and Aware, and Informed visitors are always Aware, we can use the number of Aware visitors as the base 100%. We’ll go through the process using these metrics as an example:
Calculate the percentage of Engaged Visitors (48) from Aware Visitors (85): (48/85) x 100 = 56.47%.
Calculate the percentage of Informed Visitors (62) from Aware Visitors (85): (62/85) x 100 = 72.94%. As Engaged Visitors are also Informed, the 72.94% includes both categories.
To find the percentage that are only Informed, subtract the percentage of Engaged (56.47%) from Informed (72.94%): 72.94% - 56.47% = 16.47%.
To find the percentage that are only Aware, subtract the percentages of Informed and Engaged visitors from 100: 100% - 56.47% - 16.47% = 27.06%.
In this example, the engagement percentages are:
Aware: 27.06%
Informed: 16.47%
Engaged: 56.47%