Trends

Trends in Usermaven let you see how important metrics (like sign-ups or page views) change over time. With Trends, you can understand what users are doing on your platform, spot patterns, and make smarter decisions based on real data.

Why use Trends?

  • See what’s happening: Track how numbers (such as sign-ups, purchases, or page views) go up or down over days, weeks, or months.

  • Discover Patterns: Compare multiple events or break down a single event by things like country, city, or device to understand user behavior.

  • Ccustomize your view: Filter your data by event properties (like City or Plan Name) or session properties (like Browser or Session Channel) to focus on what matters most.

What can Trends do?

Using Trends, you can:

  • Plot a Trend: See how often an event happens over a selected time period.

  • Compare multiple events: View two or more events (for example, sign-ups vs. upgrades) side by side to see underlying patterns.

  • Break down by properties: Split a trend by event properties (like Country or Page Title) or user properties (like Customer Type) so you see separate trend lines for each value.

  • Apply advanced filters: Focus your analysis on specific groups of users by applying filters (for example, users from a certain city or using a particular browser).

  • Use custom formulas: Create your own formulas using basic math (like sums or averages) and built-in functions (like TOTALS, UNIQUES) to track metrics unique to your business.

Building Trend in Usermaven

  • Pre-Built templates

    Take advantage of ready-made trend templates (e.g., “Top Channels,” “Top UTM Campaigns”) for instant insights. Simply select a template and add it to your dashboard with one click.

  • Modify Existing Trends

    Reuse or tweak trends you’ve already created to save time and effort. Perfect for quick updates to filters, date ranges, or metrics without starting over.

  • Ask AI:

    Enter a natural language query (e.g., “Show me daily active users over the last month”). The AI instantly analyzes your data and generates a trend automatically.

  • Build from Scratch

    Manually configure every aspect, from choosing events and metrics to applying filters and breakdowns. Ideal for highly customized or complex analyses that aren’t covered by templates or AI.

Building Trend from Scratch

  1. Navigate to Trends from left menu. Click on the "Create Trend" button.

  2. Enter a simple, descriptive name (e.g., Sign-ups Over Time).

  3. You can select a data source from options like Google Search Console, Ad Insights, Events, or Sessions to analyze different types of insights for your reporting.

  4. Choose an Event: In the "Metric 1" section, pick an event from the "Select Event" dropdown menu. You can choose from:

    Event TypeDescription
    EventsThese are the default events in Usermaven, such as Page Views.
    Custom EventsThese are the events you track using the usermaven("track", "EVENT_NAME") function. Any custom events you’ve added will show up in the dropdown menu.
    Pinned EventsThese are your pinned auto-captured events or the events you create in your pinned events dashboard.
  5. Pick a Metric: Choose what you want to measure, such as:

    • Event count: Total number of times the event occurred.
    • Unique visitors: Number of different people who triggered the event.
    • Event property: Totals or averages based on a specific property (e.g., total purchase amount).
  6. Add Additional Metrics (Optional): Compare multiple metrics side by side (for example, Sign-ups vs. Upgrades).

  7. Set the date range & granularity: Choose a time period (like the last 30 days) and decide if you want the data shown daily, weekly, or monthly.

  8. Breakdown options based on data source:

    You can apply breakdowns based on the selected data source, as each model has its own set of breakdown properties. For example, Google Search Console (GSC) will have different breakdown options compared to Events, Sessions, or Ad Insights.

    Property TypeDescription
    Events PropertiesBreakdown based on attributes like country, city, or event type etc.
    User PropertiesCompare trends for different user segments, such as subscribers vs. free users
    Session Propertiesgain insights into user sessions, including session duration or traffic source
    Company Propertiestrack company-specific details like account creation date or project association
    Custom PropertiesUse your own defined attributes to segment data based on your needs
  9. Apply Filters (Optional):

    Add filters to limit your data (e.g., only show data for users in the US or sessions from a specific channel).

  10. Click on "Create" button, and your trend will be created and you will be taken to the Trends dashboard.

Visualizing your data

Usermaven gives you different chart options to see your data in a way that makes the most sense:

  • Counter → Shows one big number.

    Example: How many people signed up this month?

  • Line (Time Series) → Tracks changes over time with a line.

    Example: How your website traffic grew in the last 6 months.

  • Area (Time Series) → Like a line chart but shaded to show volume.

    Example: How your revenue has increased over the year.

  • Bar (Time Series) → Compares numbers over time with bars.

    Example: Sales in January vs. February vs. March.

  • Table (Time Series) → Lists numbers for each time period.

    Example: Daily breakdown of visitors and sales.

  • Bar (No Time Series) → Compares categories, not time.

    Example: Which channel brings in the most traffic?

  • Table (No Time Series) → Shows details in a neat table.

    Example: How many leads came from each marketing campaign?

  • Donut (No Time Series) → Breaks things into parts of a whole.

    Example: Paid customer by device from paid search

Events Properties Reference

PropertyDescription
Ad IDUnique identifier for the advertisement.
Base Page URLThe core URL of the page where the event occurred, excluding query parameters and fragment identifiers.
CityCity where the event took place.
Bot TrafficIndicates whether the visitor is identified as an automated program (bot) rather than a human user.
ContinentContinent where the event took place.
CountryFull name of the country where the event took place.
DoubleClick IDDoubleClick click identifier.
EventRepresents the type of user activity or interaction, ranging from built-in Usermaven events (pageview, autocaptured) to custom-defined events.
Full Page URLThe complete web address of the page where the user action occurred, including the domain, path, and any parameters.
Page PathThe specific section of the website address after the domain name, showing the location of the page where the event occurred.
Page TitleTitle of the web page where the event occurred.
RegionRegion (state or province) where the event took place.
Root DomainThe main part of the website address where the event occurred, without any subdomains, paths, or parameters.
URL Query ParametersThe part of the web address that comes after a question mark (?), containing additional information passed to the page.
User IDUnique identifier for the user associated with the event.
Website DomainThe domain name of the website where the event occurred, extracted from the document URL.
Workspace FiltersWorkspace filters as defined in the workspace. Select 0 to filter out unwanted traffic.

Sessions Properties Reference

PropertyDescription
Ad IDUnique identifier for the advertisement from first event in the session.
Auto-Captured EventsNumber of events automatically captured during the session.
BrowserThe browser used during the session.
CityCity where the session originated.
ContinentContinent where the session originated.
CountryShort-code of the country where the session originated.
Country NameFull name of the Country where the session originated.
DoubleClick IDDoubleClick click identifier from first event in the session.
Facebook Click IDFacebook click identifier from first event in the session.
First Page DomainThe domain name of the first page visited in the session.
First Page PathThe specific section of the website address for the first page visited.
First Page Path And ScrollThe path and scroll depth of the first page visited.
First Page Query ParametersAny query parameters in the URL of the first page visited.
First Page Root DomainThe root domain of the first page visited in the session, without subdomains.
First Page Scroll Depth (%)The maximum scroll depth reached on the first page visited, as a percentage.
First Page TitleThe title of the first page visited.
First Page URLThe complete web address of the first page visited in the session.
Google Click IDGoogle Ads click identifier from first event in the session.
Google Web Browser API IDGoogle Web Browser API click identifier from first event in the session.
Kakao Click IDKakao click identifier from first event in the session.
Last Page DomainThe domain name of the last page visited in the session.
Last Page PathThe specific section of the website address for the last page visited.
Last Page Path And ScrollThe path and scroll depth of the last page visited.
Last Page Query ParametersAny query parameters in the URL of the last page visited.
Last Page Scroll Depth (%)The maximum scroll depth reached on the last page visited, as a percentage.
Last Page TitleThe title of the last page visited in the session.
Last Page URLThe complete web address of the last page visited in the session.
LinkedIn Click IDLinkedIn click identifier from first event in the session.
Microsoft Click IDMicrosoft Advertising click identifier from first event in the session.
Operating SystemThe operating system used during the session.
Page ViewsTotal number of pages viewed during the session.
Referrer URLThe website address that led the user to your site for this session.
RegionRegion (state or province) where the session originated.
Screen ResolutionThe screen resolution of the device used during the session.
Session ChannelThe marketing channel of this session, as identified in the initial touchpoint.
Session Duration (Seconds)The total duration of the session in seconds.
Session End TimeDate and time when the session ended.
Session SourceThe source of traffic for this session, as identified in the initial touchpoint.
Session Start TimeDate and time when the session began.
Source IPIP address from which the session originated.
TikTok Click IDTikTok click identifier from first event in the session.
Twitter Click IDTwitter click identifier from first event in the session.
User AgentThe full user agent string of the browser used during the session.
User IDUnique identifier for registered users.
UTM CampaignIdentifies a specific product promotion or strategic campaign, as specified in UTM parameters.
UTM ContentIdentifies what specifically was clicked to bring the user to the site, as specified in UTM parameters.
UTM MediumIdentifies what type of link was used, as specified in UTM parameters.
UTM SourceIdentifies which site sent the traffic, as specified in UTM parameters.
UTM TermIdentifies search terms used in paid search campaigns, as specified in UTM parameters.