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Understanding Aware, Informed, and Engaged Visitors
Understanding Aware, Informed, and Engaged Visitors

The definitions of Aware, Informed, and Engaged visitors numbers in reports.

Tess O'Brien avatar
Written by Tess O'Brien
Updated over 2 months ago

In your reports, you’ll see visitors referred to as Aware, Informed, or Engaged. Use these terms to understand how users have interacted with your site. These metrics are subsets of each other; an Engaged visitor is always both Informed and Aware, and an Informed visitor is always Aware.

These metrics are presented as numbers, so you may want to learn how to calculate the percentages of Aware, Informed, and Engaged visitors.

Aware

An Aware visitor is someone who has visited one single page on your site. This includes projects, the homepage, and static pages.

A visitor who is only Aware has visited your site and knows it exists but has not taken any further action. If they click on another project, tool, or widget, they become Informed.

Informed

An Informed visitor has visited your site and then clicked on something else, such as another project, news article, or photo. Any of the actions below would lead to an Informed visitor:

  • Visited multiple project pages

  • Viewed a video or photo

  • Downloaded a document

  • Visited the Key Dates or FAQs page

  • Visited or contributed to a tool (this would also make them Engaged)

An Informed visitor will also be an Aware visitor, as they have been on the site.

Engaged

Engaged visitors are those who have submitted a contribution to a tool. Please note that they must submit before being engaged, not just start a contribution. Contributions include:

  • Posted or commented on a forum

  • Submitted a survey response

  • Commented on a news article

  • Voted in a quick poll

  • Commented on a guestbook

  • Posted a story

  • Asked a question

  • Submitted a pin on places

  • Posted an idea

Engaged visitors are also Informed and Aware, as they have visited the site and clicked through multiple pages.

What else?

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