Web analytics and metrics can provide a fountain of information on your return on investment for your advertising spend, how you are engaging with your customers, where you are winning, and were your potential challenges might lie. Francis Mac Aonghus, Head of Online at encendo, explores how web analytics can help your business.

1. WEB ANALYTICS

2. 1,000
in
10
out
Websites
90%Typically, all things being equal, 90%+ of
your website traffic is leaked

3. 5%EMAIL
5%
5%
PPC
SOCIAL

4. What is it?
• Measurement
• Collection
• Analysis
• Reporting

5. What is it?
Measure
AdaptDevelop

6. What is it? - User
• Cookies
• Stronger User Journey
• Targeted Advertising

7. What is it? - Business
• Return on Investment
• Customer Data
• Hot Products and Services
• Company Policies
• Influence business decisions
• Targeted Advertising
• Marketing Automation

8. How It Works
Collection
cookies
pixels
Processing
Configuration
filters
Reporting

9. Typical Goals
• Performance Measurements
• Visitor Data
• Marketing Optimization
• Content Optimization

10. METRICS + DIMENSIONS

11. Metrics and Dimensions
DIMENSIONS
Characteristics of users, sessions
and actions
METRICS
Quantitative measures

12. Typical Metrics : Email
• Sent
• Opens
• Open Rates
• Clicks
• ClickThrough Rates
• Bounced
• Unsubscribes

13. Typical Metrics : Social
• Reach
• Followers
• Likes
• Dislikes
• Engagement
• Shares
• Sentiment

14. Typical Metrics : Paid Advertising
• Impressions
• Frequency
• Clicks
• ClickThrough Rate
• Cost Per Click

15. Typical Metrics : Websites
• Sessions / Users
• Pageviews / Pages per Sessions
• Session Duration
• Bounce Rate
• Exit Rate

16. Typical Metrics : Campaign Goals
• Conversions
• Conversion Rate
• ROI
• ROAS
• Funnel Conversion Rate

17. encendo.co
francis@encendo.co