What analytics options does the eTrusted Smart Integration for Zendesk offer?

With the eTrusted Smart Integration for Zendesk, it is possible to carry out various evaluations of the data in order to keep an eye on developments and goals. Trusted Shops review tickets are automatically tagged so that different reports can be generated based on these tags using the tools available in Zendesk.

You can for example generate the following graphs using the analytics options of Zendesk when using the eTrusted Smart Integration for Zendesk:

  • Which star ratings (1 - 5 stars) were given last year?
  • How many ratings were answered?
  • How many reviews had to be reported?
  • Which star ratings make up the overall score?

Remember that only ratings are included in the evaluations for which tickets are created in Zendesk. For example, if you only have tickets created for reviews with 1-3 stars, you will not be able to analyse the development of 4- and 5-star reviews.

Here you will find instructions on how to configure the automatic generation of tickets for incoming reviews:
- How to assign Trusted Shops tickets in Zendesk?

Which tags are available?

With the eTrusted Smart Integration for Zendesk, the following tags are available for analytics, which are automatically assigned: 

Tag name: Is automatically assigned to:
trusted_rating_1 Tickets with a one star rating.
trusted_rating_2 Tickets with a two star rating.
trusted_rating_3 Tickets with a three star rating.
trusted_rating_4 Tickets with a four star rating.
trusted_rating_5 Tickets with a five star rating.
trusted_shops_rating All incoming review tickets.


All tickets whose review was reported.

How can I evaluate the status of my review tickets?

In Zendesk, it is possible to see how many reviews are currently unanswered, how many have been sent in response and how many have been reported:


To create such a report, follow these steps:

First, go to the Explore section in the Zendesk Admin Center:


In the Queries area, click All Queries and add a new query by clicking "New Query":


First, select Zendesk Product Support. Then select Tickets as dataset and click on "New Query" below:


In the following screen, four menu items are relevant:


We want to compare three different cases, which we will add one by one in the following. These three cases are:

  • Tickets without answer,
  • Answered tickets,
  • Tickets with veto.

You can select the visualisation method at the beginning. To do this, click on the diagram symbol in the top right-hand corner and select the type Column:


To create the desired statistics, you need three custom metrics (called calculated standard metrics), which you create first. To do this, click on the calculator icon in the right-hand menu and create the three metrics one by one in the Calculated Standard Metrics section. Assign a comprehensible name to each metric and add the appropriate formula:

Unanswered tickets:

  IF (VALUE(Agent replies) = 0)
  THEN [Ticket ID]

Answered tickets:

  IF (VALUE(Agent replies) >= 1)
  THEN [Ticket ID]

Tickets with veto:

  IF (INCLUDES_ANY([Ticket tags], "trusted_shops_veto_sent"))
  THEN [Ticket ID]

Afterwards click on "Save".  You can now find your newly created metrics on the left under Metrics > Add > Calculated Standard Metric. Click the arrow to expand the menu and select the COUNT option for each of the three metrics:


To ensure that only Trusted Shops tickets are included in the evaluation, add the ticket tag trusted_shops_rating under Columns. To do this, click the arrow to the right of Ticket under Columns and select Ticket Tags. After you have clicked on "Apply", you have to re-click on the entry you just created to select the tag trusted_shops_rating:


How do I evaluate the distribution of the stars in my rating?

As a further evaluation option, you can also show how many 1 to 5-star ratings make up your overall rating:


Repeat the steps above and create a new query with support tickets.

This time, the pie is the best visualisation type:


This time you don't add a calculated standard metric but use the existing metrics in the Metrics menu at the top left. Just add the metric Tickets with the COUNT option:


Lastly, add the ticket tags trusted_rating_1, trusted_rating_2, trusted_rating_3, trusted_rating_4 and trusted_rating_5 under Columns to include all star ratings:


How can I evaluate the development of my overall rating?

Another possibility of data analysis is to observe the development of the individual star ratings over a certain period of time. A corresponding graph then looks like this:


To generate such an analysis, create a new query with support tickets.

This time you choose the Line as the visualisation:


Like in the previous case, you select the metric Tickets from the selection and use the COUNT option.

This time, add the creation date under Columns: Time > Ticket created > Date:


Click on "Apply" and re-click on the entry just created to set the time range to one year, for instance.

Then, add the ticket tags trusted_rating_1, trusted_rating_2, trusted_rating_3, trusted_rating_4 and trusted_rating_5 to include all star ratings, but this time under Rows.

To see all lines at once, hold down the Ctrl or Shift key and select all five values in the list to the left of the graph. It is also useful to rename the individual points to the corresponding star rating.

How can I track the relationship between tickets, responses and vetoes?

You can also use Zendesk Analytics to observe how the response and veto rates of your evaluation tickets from Trusted Shops develop in relation to the overall ticket volume:


It makes sense to choose the Area as the method of visualisation:


For this use case we have to again create the three calculated standard metrics that we already needed in the first use case. The formulas for the calculated standard metrics look the same again:

Unanswered tickets:

  IF (VALUE(Agent replies) = 0)
  THEN [Ticket ID]

Answered tickets:

  IF (VALUE(Agent replies) >= 1)
  THEN [Ticket ID]

Tickets with veto:

  IF (INCLUDES_ANY([Ticket tags], "trusted_shops_veto_sent"))
  THEN [Ticket ID]

After you have generated the calculated standard metrics, add them again as metrics.

As columns, select Tickets > Tickets resolved > Date. After applying, click on the entry again and select the time frame you want to evaluate:


Now add the general tag trusted_shops_rating as ticket tag under Rows to include all Trusted Shops tickets.

Where can I find further help?

We hope we were able to give you all the information you need to get the most out of the eTrusted Smart Integration for Zendesk. If you would like to learn more about the possibilities of the Zendesk platform, we recommend the official Zendesk Support.

Additional support for using the Zendesk Explore section can also be found in the Zendesk Help Center:
Explore section of the Zendesk Help Center

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