Web site analytics is a continuous and repetitive process comprised of five major steps: collect, measure, report, analyze and optimize. Theseare:--Set Goals - Identify clients' goals and objectives Measure - Use web analytics software to collect relevant data Report - Compile data in relevant, human-readable reports tied into KPI's Analyze - Define web site or landing page changes based on report analysis Optimize - Test and implement modifications and repeat
WEB METRICSWeb metrics are ways to measure the success and performance of a web site. The types of metric that can be measured include:Web usage and patterns - The who, where, and why of the visitors on your siteTransactions - The interaction of your site and visitors to sales and orders.Conversions, E-CommerceSite Performance - Web site monitoring, validation, speed, reliability, keyword analysis, and keyword density are just a few of the metrics used to analyze site compatibility.Site Usability - Analytics software can break down what content on your site is engaging your visitors.User Supplied Data - Analysis of comments, polls, orders, and other data derived from visitors.Financial Analysis - The return on investment (ROI) of online advertising campaigns on your site.
Performance Indicators as a performance management tool
Hits is probably one of the most used terms in Web analytics. But unfortunately, it's also one of the most incorrectly used terms in Web analytics. Hits are not a useful or reliable form of Web analytics in a business context. They don't really tell you anything useful. Hit rate= total number of hits/total number of hours
Documents usually include:Web pages, like: .html, .htm, .asp, .php filesDocuments, like: .doc, .xls, .pdfScript files, like: .cgi, .plPlain text files, like: .txtPageviews do not represent the number of people visiting your site. For that you need to measure visits
The flaw in this logic is that it assumes a very rigid method of browsing sites: namely that people go to a site, click through 3-6 pages and then leave. This may be the case for some readers, but consider a person browsing at work. He might start his browsing and then get interrupted by a phone call. 45 minutes later he comes back to his computer and continues browsing where he left off. By the strict methodology of visit calculation, his activity would count as 2 visits to the site, even though from his point of view he never left.Depth of session--The number of pages viewed for each sessionDepth of session--The number of pages viewed for each session
Retention Number of Returning Visitors — For that time period, the number of “returning” visitors, based on cookies or a heuristic. Recency of Visit — Days since last visit
Your time frame can be every day, every week, every month, the school year, or any other period of time that you define.
Conversion Funnel: The series of steps that move a visitor towards a specified conversion event, such as an order or registration signup.This metric is often expressed as a percentage. The series of pages leading up to the goal page.Conversion RateLooks at whether your visitors havecompleted some action specified as a goalConversion • Cost per Conversion — Cost of Campaign/Conversions • Average Order Value — Total Revenue/Total Orders • Sales per Visitor — Gross Sales/Visitors • Search Results to No Results — Results Found/No Results Found
Clickthrough rate or CTR is a way of measuring the success of an online advertising campaign. A CTR is obtained by dividing the "number of users who clicked on an ad" on a web page by the "number of times the ad was delivered" (impressions). To calculate need to know:the click-through rate of a campaignthe number of impressions, andthe number of times people have clicked on the advertisement (also referred to as the number of clicks).“Number of clicks“ divided by “Number of impressions”.Banner ad click-through rates have fallen over time; when they first started to appear, it was not uncommon to have rates above five percent. They have fallen since then, currently averaging closer to 0.2 or 0.3 percent. In most cases, a 2% click-through rate would be considered very successful, though the exact number is hotly debated and would vary depending on the situation. The average click-through rate of 3% in the 1990s declined to 0.28% by 2003.Since advertisers typically pay more for a high click-through rate, getting many click-throughs with few purchases is actively undesirable to advertisers.Similarly, by selecting an appropriate advertising site with high affinity (e.g. a movie magazine for a movieadvertisement), the same banner can achieve a substantially higher CTR. Personalized ads, unusual formats, and more obtrusive ads typically have higher click-through rates than standard banner ads, however overly intrusive ads are often avoided by viewers.
UsageBounce rates can be used to help determine the effectiveness or performance of an entry page. An entry page with a low bounce rate means that the page effectively causes visitors to view more pages and continue on deeper into the web site.
A performance measure used to evaluate the efficiency of an investment or to compare the efficiency of a number of different investments.What do I get back ('return') for the moneyI'm being asked to spend ('investment')?What is it really worth (the "ROI")?
The effectiveness of your keywords can be tracked using conversion tracking statistics. Performance reports can be created for chosen periods. Tracking also allows the web site owner to determine the click-through rate so that one can be advised on areas where descriptions, titles etc. have to be changed.Tracking your PPC campaign will help in identifying whether the search engine is targeting the right keywords and also enable the web site owner to keep his website up-to-date and attract more customers.
Internal Referrer: The internal referrer is a page URL that is internal to the website or a web-property within the website as defined by the user.External Referrer: The external referrer is a page URL where the traffic is external or outside of the website or a web-property defined by the user.Search Referrer: The search referrer is an internal or external referrer for which the URL has been generated by a search function.Visit Referrer: The visit referrer is the first referrer in a session, whether internal, external or null.
If bounce rate of a site is 40%, and average time on site is 1 minute thenTrue time on site: 1/(1-0.40) 1/0.6 1m 40 secs.
Transcript of "Web analytics and metrics"
WEB ANALYTICS AND METRICS
WHAT IS WEB ANALYTICS?Analytics is the act of distinguishing categories withinrecorded stats, and analyzing for patterns. The process ofanalytics means, literally, taking apart the whole ofsomething in order to study its component partsWeb Analytics It is the process of measuring, collecting,analyzing and reporting on internet data for the purpose ofunderstanding how website is used by audience.To determine its success:Study of visitor.Navigation.Traffic Pattern.
THE VALUE OF WEB ANALYTICSMake smarter business decisionsIncrease revenue online.Decrease costs Optimized marketing investment. Effective site design & content management. Improved customer self-service.Maximize return on insight Decrease acquisition costs Increase conversion rates Improve customer retention
How a web analytics helps businessgrow?Web Analytics is a great thing which helps you to take some importantbusiness decisions .Web analytics Web site analytics is a continuous and repetitive processcomprised of five major steps:Collect, measure, report, analyze and optimize.These are:--Set Goals - Identify clients goals and objectivesMeasure - Use web analytics software to collect relevant dataReport - Compile data in relevant, human-readable reports tied into KPIsAnalyze - Define web site or landing page changes based on reportanalysisOptimize - Test and implement modifications and repeat
WHAT CAN WE TRACK? Things like……How people arrive at website?How they navigate a website?How they find information on a website?How they value website content?How they respond to call-to-action?
TRACKING VARIABLESWith Tracking Variables, you can present important, business-specific datathat will help increase customer retention and chase flaws of our site.Any web-accessible information from your Web Site or databases can beused as tracking variable for e.g. user logins, Unique Id , marketingcampaign data.Theses also helps in indentify visitors coming from your online marketingcampaigns.Business Reports are also available to generate comprehensive analysis ofTracking Variable.There are three different types of Scope:Visitor, Session and Page.Visitor scope: value associated with unique visitors.Session scope: Value associated with session.Page scope: value associated with specific page in navigation sequence. E.g.keyword search
Reaction ReportingAnalysisDecisionActionReport on the keymetrics per your siteobjectivesR.A.D.A.R. modelMeasurable Improvement Cycle :It is a simple process to improve yourwebsite that will help focus your benchmarks.Analyse the data toidentify trends andareas that needimprovementDecide which area of thesite to focus on nowTake action!Make a changeand monitor thereaction it triggersWith every action,there’s a reactionfrom your visitorsto the changeyou’ve made
TYPES OF WEBSITES & METRICS USEDCommerce Bounce Rates Conversion Rates Customer Loyalty Average Visit value Content/Media Sites New Visitor Rate Page depth Returning visitor ratio Visit depth Lead generation Cost per lead Traffic concentration Support/Self Service Internal Search phrases Customer satisfaction
Web usage and patternsFinancialanalysis (ROI)User supplied dataTransactionsSiteperformanceUsabilityWebMetricsMetricsThe ‘metrics’ of web metrics refers to measurement, the science of measuringwebsites. Specifically, measuring website events, and extracting trends.
METRICS GOALS AND RESULTThe Goal of Web Metrics is to show you how to :- drive improvements. Increase Conversion. Increase Customer Retention. Evaluation of how site performs. Improve your search engine marketing(SEM) campaigns and websiteperformanceHence Results are Happy customers and Higher ROI
KEY PERFORMANCE INDICATORSKey Performance Indicators, also known as KPI or Key SuccessIndicators (KSI), help an organization define and measureprogress toward organizational goalsWhatever, the performance indicators are there they must key tosuccess and they must be quantifiable(measurable),actionable.These are long term indicators.Usability in KPI:Increases RevenueReduces CostImprove Customer Loyalty and Satisfaction
“SESSIONS”A period of activity (all hits) for one user of awebsite. A unique user is determined by the IPaddress or cookie.Typically, a user session is terminated when a useris inactive for more than 30 minutes which is thedefault time-out value of any web application (canbe changed)Session TrackingThis mechanism which helps the servers to maintainthe state to track the series of requests from thesame user across some period of time.
PAGEVIEWS OR PAGE VIEWSA pageview is each time a visitor views a page on your website, regardless ofhow many hits are generated or request made to the server for a page.Pageviews are the successful loading of a document from a Web server by avisitor. Page views are an attempt to measure how many documents wereviewed by customers on your Website. This includes images, scripts, CSS, andsometimes sound and video files.Pageviews are used to convey the popularity of your Web site or page.What Pageviews generally do not include:error pagesviews by robots Files that are generally considered "part" of a Web page, but not thecomplete content segment themselves are not usually considered a pageview.Page views per visit. This is the depth of site exploration. How engaged arevisitors, to the site.Average Number of Page Views per Visit — Page Impressions/Visits
VISITORA visitor is a unique individual user of a webSite Tracking methods vary
VISITS OR SESSIONS OR USER SESSIONSA visit is a collection of documents viewed by a given user and IPaddress combination (or if you have logins, the actualcustomer logged in) during a pre-defined unit of time.This is the Activity for one visitor also default 30 minutes ofinactivity also called a visit.A visit is an interaction with the website for a specified period oftime. It is how a user wanders over your website.******************************************************************************For example: If a visitor visits your website considered as onevisits and if he goes for a 30 minutes break ,then he’ll beterminated considering as left the site. Again Wandering afterspecified time (30 min.) then considered as two visits.
New Visitors: The number of Unique Visitors who is visting the site forfirst time.Returning Visitors A returning visitor is a visitor who visits your sitewith a 24 hour period in between
UNIQUE VISITORSUV is the Interaction of a single user has with a website overtime.A unique visitor is a person (usually defined by user-agent andIP) who has come to your Web site within a pre-definedperiod of time. These are the actual people visiting your siteand they can only be counted once during your time frame.For Example:If I visit your site once today and again two days from now andyour measurement timeframe is 1 week, then I would becounted once. If your measurement were daily, then I wouldbe counted for each day I viewed your site.
CLICKSTREAM ANALYSISA clickstream is a series of page requests, every page requested generates asignal.It is recording of what a user clicks on web browsing.Clickstream Analysis is a tracking system which gives webmasters insight intowhat visitors on their site are doing. These are presented in order they wereviewed.Also called ”succession of mouse clicks”.This Analysis helps further to- Obtain Quality traffic. These convert visitor to Customer. Creates action that generates revenue.
CONVERSIONConversion: An action that signifies a completion of a specifiedactivity. For many sites, a user converts to customer if they buy aproduct, sign up for a newsletter,or download a file.Cookie deletion can have an impact on your conversion rate becauseif a cookie is being systematically deleted, repeat visitor rates will beunder-counted and new visitor rates will be over-counted, thusskewing the conversion rate metric by which you analyze your sitesoverall effectiveness.Conversion Rate: The relationship between visitors to a web site andactions considered to be a "conversion," such as a sale or request toreceive more information. The conversion rate is the percentage ofvisitors who do convert.
CLICK THROUGH RATEClickthrough rate or CTR is typically defined as number of clicks on anad divided by number of ad impressions for a given time period. It is a way of measuring the success of an online advertisingcampaign. A CTR is obtained by dividing the "number of users whoclicked on an ad" on a web page by the "number of times the ad wasdelivered" (impressions).For example, if a banner ad was delivered 100 times (impressionsdelivered) and 1 person clicked on it (clicks recorded), then the resultingCTR would be 1 percent.The more successful the campaign, the higher the CTR.Calculating click-through rateCTR = (clicks / impressions) × 100
BOUNCE RATEThe percentage of entrances on a web page that result in animmediate exit from the web site.A bounce occurs when a web site visitor only views a single pageon a website and he leaves a site without visiting any otherpages before a specified session-timeout occurs.CalculationA visitor can bounce by: Clicking on a link to a page on a different web site Closing an open window or tab Typing a new URL. Clicking the "Back" button to leave the site Session timeout.Bounce rate = total number of visits that left one page / total number ofweb visits
RETURN ON INVESTMENT - ROIWhat Does Return On Investment - ROI Mean?It is the ratio of money gained or lost on an investment relative tothe amount of money invested.To calculate ROI, the benefit (return) of an investment is dividedby the cost of the investment; the result is expressed as apercentage or a ratio. The return formula:In the above formula "gains from investment", refers to theproceeds obtained from selling the investment ofinterest. Return on investment is a very popular metricbecause of its versatility and simplicity. That is, ifan investment does not have a positive ROI, or if there areother opportunities with a higher ROI, then the investmentshould be not be undertaken.
IMPRESSIONSThe number of times an advertisement has been displayed isreferred to as the number of impressions.An impression is each time an advertisement loads on a usersscreen.The display of an online advertisement (usually a banner ad) to aweb site visitor.
Campaign• The Advertising campaign is a seriesof advertisement messages that share a single ideaand which make integrated marketing communication.Track ppccampaign• Tracking PPC campaigns is absolutely necessary toensure that your pay per click ads are effective andattractive enough to bring more and more visitors toyour site• You can use ga.js for tracking in Google analyticsCampaignPay per click (PPC) is an Internet advertising model used on websites,whereadvertisers pay their host only when their ad is clicked.
“REFERRER” AND “DIRECT TRAFFIC”No Referrer - Direct Traffic“No Referrer” or “Direct Traffic” represents direct traffic to the web siteas the result of one of the following:•Visitors who type the domain name directly into the browser•Visitors who bookmark the site•Visistors who have the page set as their home page•Visitors who click on an email link, shortcut, or other direct linkReferrer or referring URL’sReferrer is the page on another web site that linked visitors to yoursite. Referring URLs tell you where your visitors came from to get toyour site. You can use this information to determine which externalsites are the best ones to place links on, or ads for, your site.Where does our traffic come from? These are external webpages that brought traffic to our site.
LANDING PAGES,EXIT AND ENTRY PAGESLanding Page, is the page that appears when a potential customerclicks on an advertisement. A page intended to identify thebeginning of the user experience resulting from a definedmarketing effortThere are two types of landing pages:1) A reference landing page presents information that is relevant tothe visitor. These can display text, images, dynamic compilationsof relevant links, or other elements2) A transactional landing page seeks to persuade a visitor tocomplete a transaction such as filling out a form or interactingwith advertisements or other objects on the landing page, with thegoal being the immediate sale of a product or service.Entry Page: The first page of a visit.Exit Page: The last page on a site accessed during a visit, signifyingthe end of a visit/session.Page Exit Ratio (Page Exits/Page Visits)
CONTD….Exits — The departure of a visitor from the site,signifying the end of a visit or session or Site exits,counted by site inactivity for more than 30 minutes.Top Pages- The Pages that receive the most trafficVisitor Path- The route visitor uses to navigate throughthe website.Visit Length – The total amount of time the visitorspends on website.Keyword Analysis- which keywords are visitors usingto find website.
TIME ON SITEHow long a visitor stays on your website has long been considered a keyindication of how successful that site is in attracting relevant visitorsTrue time on site:Average Time on Site / (1 - Bounce Rate)
ADVERTISEMENT METRICSbanner ad - a graphical web advertising unit, typically measuring 468 pixelswide and 60 pixels tall (i.e. 468x60).button ad - a graphical advertising unit, smaller than a banner ad.cost-per-action (CPA) - Online advertising payment model in which payment isbased solely on qualifying actions such as sales or registrations.cost-per-click (CPC) - the cost or cost-equivalent paid per click-through.customer acquisition cost - the cost associated with acquiring a newcustomer.Web site traffic - The amount of visitors and visits a Web site receives.text ad - advertisement using text-based hyperlinks.surround session - advertising sequence in which a visitor receives ads fromone advertiser throughout an entire site visit.pay per lead (PPL) - online advertising payment model in which payment isbased solely based on qualifying leads.pay per sale (PPS) - online advertising payment model in which payment isbased solely based on qualifying sales.
TOOLS FOR WEB ANALYTICSAWStatsElogicGoogle AnalyticsUnicaWeb TrendsStatCounterCore MetricsW3PerlWebalizerOmniture
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