Ranking Variables - ClickScapes

Using ClickScapes variables in a Ranking Variables report produces a more complex output than other datasets. This is because the Base differs depending on whether the variable selected falls under Home Internet or Mobile Network. The Base for Home Internet variables is total households. The Base for Mobile Network variables is total household population 15+. 

Learn more about Bases in our article What is a Base? opens in new window


Count: The count of households (for Home Internet) or household population 15+ (for Mobile Network) in the selected input that visited a website, app, interest category, or company within the specified time frame.

%: For Visitors, this is the percentage of households (for Home Internet) or household population 15+ (for Mobile Network) in the selected input that visited a website, app, interest category, or company within the specified time frame. For Visit Days, this is the average number of visit days per household (for Home Internet) or household population 15+ (for Mobile Network) in the selected input for the website, app, interest category, or company within the specified time frame.

Note: Visit days are the number of days a website, app, interest category, or company was visited in the specified time frame (regardless of the number of visits on the same day). The days reflect the total days and do not need to be sequential.

Base Count: The count of households (for Home Internet) or household population 15+ (for Mobile Network) in the benchmark that visited a website, app, interest category, or company within the specified time frame.

Base %: For Visitors, this is the percentage of households (for Home Internet) or household population 15+ (for Mobile Network) in the benchmark that visited a website, app, interest category, or company within the specified time frame. For Visit Days, this is the average number of visit days per household (for Home Internet) or household population 15+ (for Mobile Network) in the benchmark for the website, app, interest category, or company within the specified time frame.

Note: Visit days are the number of days a website, app, interest category, or company was visited in the specified time frame (regardless of the number of visits on the same day). The days reflect the total days and do not need to be sequential.

% Pen: ((Count / Base Count) * 100) Of all households (for Home Internet) or household population 15+ (for Mobile Network) that visited a website, app, interest category, or company within the specified time frame, % Pen is the proportion that is found in the selected input. 

Index: ((% / Base %) * 100) Measures if the households (for Home Internet) or household population 15+ (for Mobile Network) in the selected input are more or less likely to visit the website, app, interest category, or company when compared to the benchmark. An Index of 100 is average. Indices above 100 are above average or over-represented. Indices below 100 are below average or under-represented.


In the example below, approximately 38,862 households visit Loblaws via a home internet connection monthly, which is 53.02% of the total households in Kingston. Of all households in the benchmark that visited Loblaws (2,792,132), 1.39% were found in Kingston; this is the penetration rate. With an Index of 106, households in Kingston are about as likely to visit Loblaws via a home internet connection as households in Ontario. 

In comparison, looking at visit days, households in Kingston spend approximately 194,885 days total visiting Loblaws via a home internet connection monthly. This is an average of 2.66 visit days per household. 

Ranking Variables report using ClickScapes variables in ENVISION