<ul><li>Some sites make extensive use of Flash or other interactive technologies. </li></ul><ul><li>Often, these kinds of sites don’t load new pages frequently and all the user interaction takes place on a single page. </li></ul><ul><li>As a result, it’s common for sites like this to have high bounce rates and low average times on site. </li></ul><ul><li>If you have such a site, you may wish to set up your tracking so that virtual pageviews or events are generated as the user performs various activities. </li></ul><ul><li>This can be dealt later. </li></ul>Interpreting Reports - Time Metrics
Interpreting Reports - Time Metrics Length of Visits Vs Average Time on Site
What makes a good source of traffic? Looking at the highest traffic drivers is a start, but it doesn’t tell you whether the traffic was qualified. In other words, did the traffic help you achieve the goals you’ve set for your site? One easy indicator of quality is Bounce Rate -- the percentage of visits in which the person left without viewing any other pages. If blogger.com sent the most traffic and if it has an 88% bounce rate will not be a good source of traffic. Interpreting Reports – Traffic Sources
Interpreting Reports – Traffic Sources All Traffic Sources The All Traffic Sources report lists all of the sources sending traffic to your site -- including referrals, search engine traffic, and direct traffic This report is particularly helpful because you can identify your top performing sources, regardless of whether they are search engines or sites.
Interpreting Reports – Traffic Sources Revenue and Conversion
Revenue and Conversion Revenue and Conversion Interpreting Reports – Traffic Sources
Interpreting Reports – Content Reports Interpreting Reports – Content Reports Interpreting Reports – Content Reports Top Landing Page The Top Landing Pages report lists all of the pages through which people entered your site. You can use this report to monitor the number of bounces and the bounce rate for each landing page. Bounce rate is good indicator of landing page relevance and effectiveness. You can lower bounce rates by tailoring each landing page to its associated ads and referral links. The more relevant the page, the less likely a visitor will be to bounce.
Interpreting Reports – Content Reports Navigation Analysis reports can help you understand how people move through your site. The reports are listed on the Content Overview page. They’re also available from a pulldown menu when you drill down to a page detail report. The first of these -- Navigation Summary --- can help you see how people arrived at a specific page and where they went afterwards.
Interpreting Reports – Content Reports Sometimes the Previous Page, the Next Page, and the page you are analyzing are all the same page. This can be caused by visitors hitting the refresh button multiple times and generating “self-referring” hits. It can also be caused, for example, if the page has graphics that the visitor can click to enlarge. Here’s what happens. The visitor views the page and Google Analytics registers a pageview. Then the visitor clicks on a graphic and views the enlarged graphic file. This does not result in a pageview because the enlarged graphic file doesn’t have the Google Analytics Tracking Code. The visitor then clicks the back button, which registers another pageview. If there are many images on the page, it’s possible that the visitor will click on each graphic. This scenario will cause the Previous, current, and Next page to all be identical.
The Entrance Paths report is a powerful tool for analyzing navigation paths. For example, let’s say that you want to find out whether people clicked the Purchase button on your landing page and actually completed the purchase. To find out, go to the Top Landing Pages report and click the landing page you want to analyze. Once you are on the Content Detail report for the page, click the Entrance Paths link as shown in the slide. Interpreting Reports – Content Reports
You’ll now see the Entrance Paths report for your landing page. In the middle column, you’ll see all the possible clicks people made on the page. Choose the link that represents the Purchase page. In the right hand column, you’ll now see all the pages visitors went to after the Purchase page. By looking at this list, you’ll be able to see how many visits ended up on the Purchase Completion page. This report can show you if the landing page is doing the job you designed it for. You can use the “Analyze” drop-down menu to view additional reports such as Entrance Sources and Entrance Keywords. The “Content” drop down menu allows you to select -- or search for -- specific pages to analyze. Interpreting Reports – Content Reports