System and Method for Reporting Website Activity Based on Inferred Attribution Methodology

Abstract

A method and system for reporting website activity. According to an example embodiment, the system receives event-level data representing visitor activity on a client website, infers attribution of one or more metrics to at least one navigation entity based on the visitor activity, and provides reports based on the inferred attribution.

1 . A method comprising:
 receiving event-level data representing visitor activity through navigation entities on a website;   parsing, by one or more computers, contents of the visitor activity; and   inferring, based on the parsing and by the one or more computers, attribution of one or more metrics to at least one navigation entity, with inferring being independent of explicit attribution information in the event-level data.   
     
     
         2 . The method of  claim 1 , further comprising:
 attributing the one or more metrics to the at least one navigation entity.   
     
     
         3 . The method of  claim 1 , wherein at least one of the navigation entities precedes another of the navigation entities in a navigation path of a visitor associated with the visitor activity. 
     
     
         4 . The method of  claim 1 , wherein the navigation entities include web pages provided by the website. 
     
     
         5 . The method of  claim 1 , wherein at least one of the one or more metrics includes a metric indicative of whether a particular type of hyperlink is provided in at least one of the navigation entities. 
     
     
         6 . The method of  claim 5 , wherein the particular type of hyperlink includes a traffic-driving hyperlink. 
     
     
         7 . A system comprising:
 one or more processing devices; and   one or more machine-readable media storing instructions that are executable by the one or more processing devices to perform operations comprising:
 receiving event-level data representing visitor activity through navigation entities on a website; 
 parsing, by one or more computers, contents of the visitor activity; and 
 inferring, based on the parsing and by the one or more computers, attribution of one or more metrics to at least one navigation entity, with inferring being independent of explicit attribution information in the event-level data. 
   
     
     
         8 . The system of  claim 7 , wherein the operations further comprise:
 attributing the one or more metrics to the at least one navigation entity.   
     
     
         9 . The system of  claim 7 , wherein at least one of the navigation entities precedes another of the navigation entities in a navigation path of a visitor associated with the visitor activity. 
     
     
         10 . The system of  claim 7 , wherein the navigation entities include web pages provided by the website. 
     
     
         11 . The system of  claim 7 , wherein at least one of the one or more metrics includes a metric indicative of whether a particular type of hyperlink is provided in at least one of the navigation entities. 
     
     
         12 . The system of  claim 11 , wherein the particular type of hyperlink includes a traffic-driving hyperlink. 
     
     
         13 . One or more machine-readable media storing instructions that are executable by the one or more processing devices to perform operations comprising:
 receiving event-level data representing visitor activity through navigation entities on a website;   parsing, by one or more computers, contents of the visitor activity; and   inferring, based on the parsing and by the one or more computers, attribution of one or more metrics to at least one navigation entity, with inferring being independent of explicit attribution information in the event-level data.   
     
     
         14 . The one or more machine-readable media of  claim 13 , wherein the operations further comprise:
 attributing the one or more metrics to the at least one navigation entity.   
     
     
         15 . The one or more machine-readable media of  claim 13 , wherein at least one of the navigation entities precedes another of the navigation entities in a navigation path of a visitor associated with the visitor activity. 
     
     
         16 . The one or more machine-readable media of  claim 13 , wherein the navigation entities include web pages provided by the website. 
     
     
         17 . The one or more machine-readable media of  claim 13 , wherein at least one of the one or more metrics includes a metric indicative of whether a particular type of hyperlink is provided in at least one of the navigation entities. 
     
     
         18 . The one or more machine-readable media of  claim 17 , wherein the particular type of hyperlink includes a traffic-driving hyperlink.