Understanding Analytics

The campaign analytics report provides a site-level overview of the overall performance of FireBox campaigns and gives further details on campaign-level performance. On the top, we show you the overall performance of your campaigns, while below, you can see a performance graph and broken-down report with dimension cards.


The available filters are the Period and the Campaign filter. They help you view how your campaigns perform on certain periods, such as the last seven days or the last week. In addition, you can also filter analytics for a certain campaign. A filter affects all analytics sections below.


A metric is a quantitative data measurement showing how a campaign performs, giving insights into your users’ behavior. Metrics are expressed through numbers (number values, %, $, time). They are the building blocks of FireBox analytics. 

Below, you can see more details about the supported metrics.


Indicates how many times a campaign was shown to the user. Multiple views of the same person are counted. The Floating Button (teaser) isn’t part of a view.


A “conversion” or “lead”  is a visitor who completes your campaign’s desired action, depending on your campaign type. For a Collect Email Addresses campaign, a conversion simply means a new email signup. For other types of campaigns, where a form is not available, a conversion is a visitor who clicks on your call-to-action button(s) that has the “Count as Conversion” option enabled (coming soon). Your campaign won’t have conversion data if it has no form or buttons.

Conversion Rate

The conversion rate of a campaign is the ratio of your conversions to your campaign views. In other words, your campaign’s conversion rate tells what percentage of the visitors that have seen your campaign completed the desired action.

Conversion Rate = (Conversions / Views) x 100

Average Time Open

Indicates the average time a campaign remains open in seconds until it’s closed. If a campaign is left open (e.g., the user exits the site), the time the campaign spends open is not considered.


A dimension is an attribute that describes, segments, organizes, and sorts data. For example, the dimension Pages indicate the path, for example, “/services/web-design” or “/company/contact”, where a visitor interacts with a campaign.

FireBox has various dimensions to analyze user behavior, traffic sources, and demographics to see how user segments interact with your campaigns.

We’ll walk you through all the available dimensions:


It tells you the country from which user activity originated. It helps you localize campaign content and improve the user experience depending on their physical location.


This represents the path of the user’s previous URL (without the query string) and can be a URL from your website’s domain or other domains. Knowing your campaign’s traffic sources is key to gaining insights into user acquisition and refining marketing strategies.


The type of device from which user activity originated. Device categories include ‘Desktop’, ‘Mobile’, and ‘Tablet’. You can optimize the user experience for different devices by analyzing this dimension.


It tells you on what pages of your site the visitors interact with your campaign. Identifying where people view your popups is useful to determine which of your pages successfully converted visitors.

View Hours

This dimension gives you information about the hour of the day an event occurred. This helps you tailor campaign content and promotions by analyzing peak activity times.

Day of Week

This dimension gives you information about the day of the week an event occurred. This helps you understand which day of the week sees the highest conversion rates or when your campaigns attract the most views.


This tells you how many times a campaign has been opened and closed. 


This represents the number of times users triggered a specific event or completed a desired action — like filling out a form or clicking a button. Tracking conversions helps you measure the success of your campaign.

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