Loyalty Stages are audience segments that help you track the stages of your audience funnel, or frequency of visits to your site. These different levels of loyalty can be seen on the Path to Conversion dashboard.
For example, a Loyalty Stage at the top of the funnel (e.g. Casual Users) could be users who have only visited your site once in the last month. A Loyalty Stage further down the funnel (e.g. Intenders) could be users who have visited your site more than six times in the last month but aren’t yet paying subscribers. In most newsrooms, there are two or three Loyalty Stages set for non-subscribers, and the final Loyalty Stage is subscribers or members.
A diagram of a basic funnel leading to a subscription.
For newsrooms that do not have a subscription model, the Path to Conversion can end in a newsletter signup, a donation, or other relevant action. Your conversion metric will track this action:
Your conversion metric will track conversions to the end goal of your funnel, whether that is how many people are purchasing subscriptions, becoming members, donating, or something else. When setting up Metrics for News, you will designate your conversion metric from your web analytics service that measures these conversions. In Google Analytics, purchases are often tracked as the “Transactions” metric. In Adobe Analytics, they are often called “New Orders.” If you are not sure whether or how your web analytics currently tracks these conversion events, contact team@metricsfornews.com.