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FIRST, THE MYTH:
The web offers irrefutable
tracking data that is more
reliable than other audience
measurement data in ot...
THE REALITY
WEB METRICS: KEY TERMS
HITS
PAGE VIEWS
UNIQUES
VISITS/SESSIONS
CONVERSIONS
BOUNCE RATE
REFERRER
ENTRY/EXIT PAGES
ORGANIC S...
HITS
“How Idiots Track Success”
PAGE VIEWS
Occurs when a users browser requests a web
page. A single page view may create multiple
hits to the server if t...
UNIQUES
A term used to describe the total number of
visitors to a site over a certain time period.
Relying exclusively on ...
VISITS/SESSIONS
A visit is an interaction a unique visitor
has with a website over a specified
period of time or activity....
CONVERSIONS
An action that signifies a completion of a
specified activity. For many sites, a user
converts if they buy a p...
CONVERSION RATE
The relationship between visitors
to a web site and actions
considered to be a
"conversion," such as a sal...
BOUNCE RATE
The percentage of entrances on a web
page that result in an immediate exit
from the web site.
High % = bad
Low...
REFERRER
The location that visitors come
from, particularly the sites,
search engines or directories.
ENTRY/EXIT PAGES
The first/last viewed page on a
visitor's path through a site.
ORGANIC SEARCH
A type of search in which web
users find sites having unpaid
listings, as opposed to using the
pay-per-clic...
GOOGLE ANALYTICS
Class Notes for Friday, November 26
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Class Notes for Friday, November 26

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Transcript of "Class Notes for Friday, November 26"

  1. 1. FIRST, THE MYTH: The web offers irrefutable tracking data that is more reliable than other audience measurement data in other mediums. FALSE
  2. 2. THE REALITY
  3. 3. WEB METRICS: KEY TERMS HITS PAGE VIEWS UNIQUES VISITS/SESSIONS CONVERSIONS BOUNCE RATE REFERRER ENTRY/EXIT PAGES ORGANIC SEARCH
  4. 4. HITS “How Idiots Track Success”
  5. 5. PAGE VIEWS Occurs when a users browser requests a web page. A single page view may create multiple hits to the server if the page contains multiple elements such as banners. Since page views do not take into consideration users who may have their browsers set to disable images, they are of little value to advertisers.
  6. 6. UNIQUES A term used to describe the total number of visitors to a site over a certain time period. Relying exclusively on IP addresses in a log file is not recommended as it would not take into consideration multiple users accessing ones site through the same IP address such as would happen at companies and schools. Cookies are also used sometimes, but since they can be disabled or cached, they cannot be relied upon exclusively
  7. 7. VISITS/SESSIONS A visit is an interaction a unique visitor has with a website over a specified period of time or activity. In most cases, if a visitor has left a site or has not executed a click within 30 minutes, the visit session will terminate.
  8. 8. CONVERSIONS An action that signifies a completion of a specified activity. For many sites, a user converts if they buy a product, sing up for a newsletter, or download a file. The conversion rate is the percentage of visitors who do convert.
  9. 9. CONVERSION RATE The relationship between visitors to a web site and actions considered to be a "conversion," such as a sale or request to receive more information. This metric is often expressed as a percentage.
  10. 10. BOUNCE RATE The percentage of entrances on a web page that result in an immediate exit from the web site. High % = bad Low % = good
  11. 11. REFERRER The location that visitors come from, particularly the sites, search engines or directories.
  12. 12. ENTRY/EXIT PAGES The first/last viewed page on a visitor's path through a site.
  13. 13. ORGANIC SEARCH A type of search in which web users find sites having unpaid listings, as opposed to using the pay-per-click advertisement listings displayed among the search results.
  14. 14. GOOGLE ANALYTICS
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