WEB ANALYTICS 101
2
AGENDA
1.
Define web analytics
2.
Explore how analytics tools work
3.
Review best practices
4.
Get to know your visitors
5.
Identify traffic sources
6.
Understand site interactions
7.
Answer your questions
4
What is web analytics?
| Web Analytics 101 | Augusta Arts
It’s more than just reporting.
It’s a way of understanding your online presence so that you can enhance performance.
6
How do we use web analytics?
Measure
Capture
conversions and
other metrics
Report
Generate reports
on captured data
Analyze
Evaluate site
performance
Optimize
Test and enhance
effectiveness
Innovate
Experiment with
new ideas to drive
traffic
Am I creating
effective content?
How do I improve
site interaction?
How can I make my
marketing campaigns more
effective & accountable?
How are users engaging
with my site?
Why do we use web analytics?
… to answer difficult questions.
8
Utility for an Entire Organization
| Web Analytics 101 | Augusta Arts
• Track ROI of online initiatives
• Identify long-term digital marketing trends
ü
Executives
• Capture the most conversions at the lowest possible cost
• Target high-return regions and market segments
• Test and optimize ads, messaging and landing pages
ü
Marketers
• Demonstrate the value of site usability improvements
• Show how site design decisions improve website ROI
• Identify web design parameters like visitor connection speeds
and browser types
Moving from What? to Why?
Who are my visitors?
• User Segments • Demographics • Geographic Segments
Where are they coming
from?
• Traffic Sources • Channels • Referral Sites
What are they doing on
my site?
• Goals and Conversion Funnels
• E-‐commerce • Events
Where are they going
aCerwards?
• Exit Tracking • Offsite Links
Why is this important?
Types of Analytics Tools
12
Solving the Tagging Problem
When the Tools Don
’
t Work
14
Understand the Hierarchy
User
(Visitor)
Session
(Visit)
Pageview
Pageview
Session
(Visit)
Pageview
Pageview
Pageview
Session
(Visit)
Pageview
The Data Behind the Metrics
Visit (Session) – A group of interactions within a given time frame
• Are more or fewer people coming to my site?
% New Visits – The percentage of first time visitors
• Am I gaining new users or more loyal users?
Bounce Rate – The percentage of visits where the visitor enters and exits after seeing only one page
• Does my site meet users’ expectations?
• Do users come to my site, do nothing, and leave?
Pages/Visit – The average number of page views a visitor sees per visit
• Are users engaging on my site? Is my site sticky? • Can they find what they are looking for easily?
Time on Site – The average amount of time that a visitor spends on the site
• Are users spending time reading my content?
Conversion Rate – The average number of conversions per visit
16
Universal Analytics
Google Analytics
•
Google Analytics provides a lot of data.
•
You can better understand user behavior by looking at trends in
what users are doing on the website.
•
Here are some metrics we are tracking:
–
Pages Visited
–
Goal Funnels
20
Understanding Analytics Data
•
Google Analytics provides data …
–
X,XXX Sessions
–
X,XXX Users
–
XX,XXX Pageviews
–
X.XX Pages/Session
–
XX:XX Avg. Session Duration
–
XX.XX% Bounce Rate
–
XX.XX% New Sessions
Understanding Analytics Data
However, data needs context …
1,000
1,000
1,000
1,000
1,000
1,000
-‐
200
400
600
800
1,000
1,200
Jan-‐14
Feb-‐14
Mar-‐14
Apr-‐14
May-‐14
Jun-‐14
22
Understanding Analytics Data
… and the more context you have, the more informed your decisions will be.
| Web Analytics 101 | Augusta Arts
Creating Context
•
Form Segments to Create Context
24
Business Goals Drive Analytics
• Reading blog articles • Submitting a comment • Increasing pages per visit • Downloading a document
Increase Engagement
• Calling for more information • Emailing for more information • Signing up for a newsletter • Submitting a RFP
Generate Leads
• Signup for a volunteer opportunity • Registering for an event
Drive registrations
• Unsubscribing from the newsfeed • Un-following on Twitter or Facebook
Decrease Failures
• Visiting the site from brand term or directly • Reading an “about us” page
Increase Brand Awareness
• Creating a user account • Subscribing to the news feed • Following on Twitter and/or Facebook
Acquire Members
1.
Name your business objectives
and goals for your website
2.
List success events that help you
reach those goals
3.
Identify your KPIs
4.
Configure analytics to measure
your performance against those
goals
28
Google Analytics Blog
30
Google Analytics Help
32
