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Website Analytics : Basics

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Web AnalyticsWhat & Why

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Quite unlike anything in the past, businessesnow can get 'live' data from their website and

can use this to improve their operations

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But most businesses suck at knowing what to dowith this live data

Like BIG time

And thats why Web Analytics is amuch in demand skill.

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User searches

Clicks on messages/adsGoes to the websiteAfter that what?

He reaches the websiteHow did he reach my website?

But where is he going?Does he like my product?Did he see all the products?How much time did he spend?Where did he go after that?

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How can studying data can help you run your

business better

And why are managers not doing it currently?

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Businesses usually stop at just setting up

analytics

Thats where it is supposed to begin.

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Importance of good Analytics

Who are your visitors?

Country/city

Browser/OS data

New/Repeat

Optimize to reach site goals more efficiently

Actionable insights based on precisely measured metrics.

Better understanding traffic behaviour

Test creatives, communication, layouts, etc with ease.

Importance of good AnalyticsImportance of good Analytics

Improve ROIImprove ROI

How do they reach your website? From which site?

Which campaign works better?

What SEO/SEM keywords work?

What are they doing..?

Are they converting?

How long do they stay on your site?

What do they read?

Whats making them leave?

much more 8

Web Analytics is the measurement, collection, analysis and reporting of Internet data forthe purposes of understanding and optimizing Web usage.

- Web Analytics Association

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Career Potential

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Even if you dont see job titles for Web

Analytics, this is a very useful additional skill to

have

Especially if you have been around for a

couple of years in the web industry.

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Thefutures bright

Web Analytics is hard.

Eric Peterson

10% of your budget should be spent on tools, while 90%

spent on people (brains) who will be responsible for

insights.

Avinash Kaushik

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Brief History

12

JavaScript Tags

Log Files &

Hit Counters

Click & heat

maps

Mobile

Analytics

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Putting the GA code on your site and

checking for it

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Placing the analytics code

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O

ther web analytics packages

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Other Web Analytics Providers

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Lets open a GA account

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Basic Terminology before we JumpIn

Hits: Any element caused by the browser when it req

uests the page(A single page can register 1 hit or hundreds of hits based on different

elements on it)

Page Views: Number of pages divided by number of visitors (number of

pages viewed by the visitor)

Sessions or User sessions: Amount of time user browsed your site

Uniquevisitors: No. of people visiting a web site for the first time or at

least once within a 30 day time period

Repeat visitors

Referrers or Referring sites: Place from where the user has originated

Bounce rate: % of entrance on any given page that resulted in an exit

without entering any other page on the site

Exit rate: % of exits from a page to the total number of visits to that page

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Basic Terminology before we JumpIn

Time spent on the website

Pageviews per visit

Geographic location

Goals & Funnels

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Some tricky metrics

Absolute Unique Visitors/Unique Visitors

Clicks/Visits

Visits/Sessions/Visitors

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What does

analyticsmeasure?

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Google

Analytics

collects your

data based on

5 broad

segments Which give us over80

primary reports, which

can be further drilled

down to over1,000

unique reports.

Reported Segments

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GraphDay/week/month viewsCompare 2 metricsCompare to site

Compare date rangesHighlight data point onmouse-over

Data table

Overview of selectedcomponent5 unique data viewsSearch box toinclude/exclude specific dataEasily compare performanceto Site Avg.

XML, CSV & TSV

Easily export/email a

report4 format options, incl. PDF,

XML, CSV & TSV

Data Representation

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Why ask for GA access before you

submit a SEM/Digital Marketing

proposal

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Know feasibility of campaign objectives

from past data.

G

et an idea of offering acceptance bymeans of closures and engagement

metrics and visitor loyalty.

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The tougher job is to know what to

look out for

The easier part is to navigate the

interface

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A case study for what you would

look out for while studying

Google Analytics