“ Not everything that counts can be counted and not everything that can be counted counts” – ALBERT EINSTEIN “ Most people use statistics the way a drunkard uses a lamp post, more for support than illumination” – MARK TWAIN

Unique User Visit Page Impression Hit Conversion Request serviced by a web server A page is read by a user User achieves a defined goal Stream of activity by a unique user A page is (re)loaded by a user Distinct device active on the site Distinct person active on the site Quick Quiz

Web metrics are only building blocks - Without a clear strategy they’re just numbers - They’re never census figures Focus on trends and relative improvements Choose objectives and KPIs carefully - Time invested here pays dividends. Good KPIs are “Supermetrics”… Strategic measures of success Actionable Easy to Understand

Web metrics are only building blocks

- Without a clear strategy they’re just numbers

- They’re never census figures

Focus on trends and relative improvements

Choose objectives and KPIs carefully

- Time invested here pays dividends.

Good KPIs are “Supermetrics”…

Strategic measures of success

Actionable

Easy to Understand

Content Hierarchy – looking at site traffic as a whole can hide underlying trends. Look at different content types and channels individually. Entry pages – where are people entering the site? What percentage are entering at articles compared to the home page or other content? Any articles in particular? Incoming and internal search terms –common themes? Bounce rates – Entry pages/Single access Beware these will be influenced by the acquisition source, content type and format. For visits that don’t bounce … Pages To – Where do they go next? Link Analysis - “

Content Hierarchy – looking at site traffic as a whole can hide underlying trends. Look at different content types and channels individually.

Entry pages – where are people entering the site? What percentage are entering at articles compared to the home page or other content? Any articles in particular?

Incoming and internal search terms –common themes?

Bounce rates – Entry pages/Single access

Beware these will be influenced by the acquisition source, content type and format.

For visits that don’t bounce …

Pages To – Where do they go next?

Link Analysis - “

Importance of Segmentation

http://www.flightglobal.com/articles/2009/07/15/329661/no-survivors-as-caspian-tupolev-crashes-minutes-after-take-off-from-tehran.html ?cp=OTC-FGFG-TWITTER-329661 Tracking Twitter http://tinyurl.com/ox7c2s Hitbox campaign tracking You can track Twitter links (or any links into your site) using Hitbox campaign tracking. This involves adding a query string to the end of the URL. Please ask for more information.

And to prove it does work…