Period over period analysis allows you to compare a recent time period to the same time period in the past, such as the same day, week, month, or quarter in the past week, month, quarter, or year. You can use this information to answer questions in Heap such as:
- Has my conversion rate improved since this time last quarter?
- Has user behavior increased or decreased in response to product updates?
For a visual walkthrough of Period over Period analysis using the Funnel module, check out this video.
To set up period over period analysis in a funnel, navigate to Analyze > Funnel, set up the steps of your funnel, then click the + symbol to the right of the date range. This will add a Compare To field.
Your funnel will update with two bar graphs for each step depicting the number of users for this step in the previous time window (top bar) and the number of users for this step in the current time window (bottom bar). This allows you to examine each step to see if engagement increased or decreased between now and then.
How Date Logic is Calculated
When comparing corresponding data points, the Compare To field selects the past window of time by choosing the closest equivalent to:
- Previous month: past 4 weeks
- Previous quarter: past 13 weeks
- Previous year: past 52 weeks
Conversion Rate Delta Percentage
The conversion rate delta percentage is the difference between conversion rate percentages. We calculate this as
CVR_New - CVR_Old, and not
CVR_New - CVR_Old/CVR_Old.
What does it look like when zero users have completed a step of the funnel?
Note that in cases where a conversion rate involves a division by zero, such as when a user does step 1 zero times and step 2 zero times, a conversion rate will not be displayed.
Period over Period analysis within Graphs allows you to compare a recent time period for a single-line graph to the same time period in the past, such as a recent hour, day, or week to a previous day, week, month, quarter, or year. You can use this information to compare current and past feature usage metrics, measure progress on KPIs, and much more.
Our comparison tool currently only works for comparing a day or week to a previous day, weeks, month, quarter, or year. you cannot compare the past month or year to a previous time period.
To use period over period analysis in a graph, click the + Add Comparison button next to the date range field. As an example in Heap, we might want to measure how many times our customers have used the graph module this week in comparison to the same week last quarter. To do so, we’ll set the date range to past 30 days by week, then select Previous quarter under the Compare To operator.
In the results, the solid line represents the current week, and the dotted line represents the equivalent previous week from last quarter. hover over the results to see stats comparing the two.
Click any data point to see the associated user segment. You can also click on the user segment to jump to more detailed information in the Users view.
In a multigraph, you can click any of the lines to effectively “focus” on that group of lines. You can then hover over that line for more detailed information.
The following suggested reports use period over period analysis to help you answer relevant business questions. Click on a report title to jump directly to that report in your Heap account.
- How has my conversion rate changed since last month?
- How has my conversion rate changed since last week?
- How has my purchase funnel changed since last month? (requires use of our Shopify integration)
- How has my order volume changed since last month? (requires use of our Shopify integration)
- How have my country demographics changed since last month?
- How have my device demographics changed since last month?
- Have the most viewed product categories changed since last week?