Web Metircs and KPI

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Web Metircs and KPI

  1. 1. Web AnalyticsGoals, Metrics, KPIs, Dimensions, TargetsShipra Malik
  2. 2. Report Metrics3Web analytics is the measurement, collection, analysis and reporting of internet data forpurposes of understanding and optimizing web usage.Web analytics is not just a tool for measuring web traffic but can be used as a tool forbusiness and market research, and to assess and improve the effectiveness of a web site.Web analytics applications can also help companies measure the results of traditional printor broadcast advertising campaigns. It helps one to estimate how traffic to a website changesafter the launch of a new advertising campaign. Web analytics provides information aboutthe number of visitors to a website and the number of page views. It helps gauge traffic andpopularity trends which is useful for market research.Shipra Malik
  3. 3. KEY CONCEPTS13Shipra Malik
  4. 4. 5. KEY CONCEPTS• METRICS: "The columns" "The units". The actual count for a selected KPI• KPIs: Key Performance Indicators - the important business measures for yoursite e.g. Test Drives, Leads, BPCORE METRICS• VISITORS: person (IP Address) coming to the website• VISITS: How many times has that visitor visited your website• PAGE VIEWS/INSTANCES: counts the number of times an action occurredVisitorVisit VisitVisitPage Page PageView View ViewPage Page PageView View ViewPageViewPageView14Shipra Malik
  5. 5. Web Analytics: Goals, Metrics, KPIs, Dimensions, Targets13Shipra Malik
  6. 6. Web Analytics: Goals, Metrics, KPIs, Dimensions, Targets3"What is the difference between a metric and a key performance indicator (KPI)?""What is a dimension in analytics?""What is segmentation?""Are goals metrics?"And many more.There seems to be genuine confusion about the simplest, most foundational, parts of webmetrics / analytics.Source: Web Analytics 101Shipra Malik
  7. 7. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3Business Objectives:This is the answer to the question: "Why does your website exist?"Or: "What are you hoping to accomplish for your business by being on the web?"Or: "What are the three most important priorities for your site?"Or other questions like that.Without a clearly defined list of business objectives you are doomed, because if you dontknow where you are going then any road will take you there.The objectives must be DUMB: Doable. Understandable. Manageable. Beneficial.progress objectives directions90% of the failures in web analytics, the reasons companies aredata rich and information poor, is because they dont have DUMB objectives.Shipra Malik
  8. 8. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3Goals:Goals are specific strategies youll leverage to accomplish your business objectives.Business objectives can be quite strategic and high level. Sell more stuff. Create happycustomers. Improve marketing effectiveness.Sell more stuff really means we have to:1. do x 2. improve y 3. reduce zImprove marketing effectiveness might translate into these goals because currently they areour priorities:1. identify broken things in m2. figure out how to do n3. experiment with p type of campaignsShipra Malik
  9. 9. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3Metric:A metric is a number.That is the simplest way to think about it.Technically a metric can be a Count (a total) or a Ratio (a division of one number by another).Examples of metrics that are a Count is Visits or Pageviews.Metrics form thelife blood of all themeasurement wedo. They are thereason we call theweb the mostaccountablechannel on theplanet.Shipra Malik
  10. 10. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3Key Performance Indicator:Key performance indicators (KPIs) are metrics. But not normal metrics. They are our BFFs.A key performance indicator (KPI) is a metric that helps you understand how you are doingagainst your objectives.That last word – objectives – is critical to something being called a KPI, which is also why KPIstend to be unique to each company.For example, I run www.buyproducts.com. My business objective is to sell lots of stuff. Myweb analytics KPI is: Average Order Size.Business objective: Sell Stuff. KPI: Average Order Size.I might use other metrics in my reports, say Visits or # of Videos Watched or whatever. Butthey wont be my KPIs.Business Objectives -> Goals -> KPIs -> Metrics -> Magic.Shipra Malik
  11. 11. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3Targets:Targets are numerical values you have pre-determined as indicators success or failure.It is rare, even with the best intentions, that youll create targets for all the metrics youllreport on.Yet it is critical that you create targets for each web analytics key performance indicator.Shipra Malik
  12. 12. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3Dimension:A dimension is, typically, an attribute of the Visitor to your website.Heres a simplistic pictorial representation. . .Shipra Malik
  13. 13. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3The source that someone came from (referring urls, campaigns, countries etc) is a dimensionin your web analytics data.So is technical information like browsers or mobile phones or (god save you if you are stilldoing daily reports on) screen resolution or ISP used.The activity a person performed such as the landing page name, the subsequent pages theysaw, videos they played, searches they did on your website and the products they purchasedare all dimensions.Finally the day they visited, the days since their last visit (if returning visitor) the number ofvisits they made, the number of pages they saw are all dimensions as well. I know, theysound like metrics. But they are, as the definition says up top, attributes of the visitor andtheir activity on your website.This is a crude way to think about it but… Dimensions almost always appear in rows in areport / excel spreadsheet.Shipra Malik
  14. 14. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3Dimensions allow you to group your data into different buckets and they are mostfrequently used to slice and dice the web analytics data.Shipra Malik
  15. 15. Web Analytics 101: Definitions: Goals, Metrics, KPIs, Dimensions, Targets3Segments:A segment contains a group of rows from one or more dimensions.In aggregate almost all data is useless (like # of Visits). The best way to find insights is tosegment the data using one or more dimensions (like # of Visits from: USA, UK, India as a %of All Visits).You segment by dimensions and report by metrics.Shipra Malik
  16. 16. REPORT METRICS13Shipra Malik
  17. 17. Report Metrics3Building Block Terms:Page, Page Views, Visits, Unique Visitors, New Visitor, Repeat Visitor, &Repeat Visitor.Visit Characterization:Entry Page, Landing Page, Exit Page, Visit Duration, Referrer, Internal Referrer, ExternalReferrer, Search Referrer, Visit Referrer, Original Referrer, Click-through, Click-throughRate/Ratio, Page Views per VisitContent Characterization:Page Exit Ratio, Single-Page Visits, Bounce RateConversion Metrics:Event, ConversionShipra Malik
  18. 18. Report Metrics3Building Block TermsPageType: DimensionCalculation: An analyst definable unit of content.Page ViewType: CountCalculation: The number of times a page was viewed.Visits (Sessions)Type: CountCalculation : A sequence of page views in a sitting. The visits metric is commonly used inreports that display the number of user sessions within the selected time period.The Visits Report measures traffic to your site by counting the number of sessions in agiven time period. You can use this report to observe traffic patterns, or to identifyimpact of site modifications made on your site.Shipra Malik
  19. 19. Report Metrics3Unique VisitorsType: CountCalculation: The number of inferred individual people (filtered for spiders and robots),within a designated reporting timeframe, with activity consisting of one or more visits toa site. Each individual is counted only once in the unique visitor measure for thereporting period.New VisitorType: CountCalculation: The number of Unique Visitors with activity including a first-ever Visit to asite during a reporting period. Note that "first-ever" is with respect to when data beganbeing properly collected on your site by your current tool.Return(ing) VisitorType: CountCalculation: The number of Unique Visitors with activity consisting of a Visit to a siteduring a reporting period and where the Unique Visitor also Visited the site prior to thereporting period.Shipra Malik
  20. 20. Report Metrics3Repeat VisitorType: CountCalculation: The number of Unique Visitors with activity consisting of two or more Visitsto a site during a reporting period.Visit CharacterizationEntry PageType: DimensionCalculation: The Entry Pages report shows you which pages on your site were the firstpage of a visit. You can use this report to identify which of your web pages are the mostfrequent points of entry or to optimize the primary entry points on your site.Landing PageType: DimensionCalculation: A page view intended to identify the beginning of the user experienceresulting from a defined marketing effort.Shipra Malik
  21. 21. Report Metrics3Exit PageType: DimensionCalculation: The last page on a site accessed during a visit, signifying the end of avisit/session.Visit DurationType: CountCalculation: The length of time in a session. Calculation is typically the timestamp of thelast activity in the session minus the timestamp of the first activity of the session.Traffic Sources: The Referrer Type report takes all referring traffic to your site and categorizesthem based on domain. This report can be helpful in determining which general methodsusers are accessing your site. Using Marketing Channels may be better in obtaining thisinformation, however the Referrer Type report takes much less configuration in order to workproperly.ReferrerType: DimensionCalculation: Referrer is a generic term that describes the source of traffic to a page or visit.Shipra Malik
  22. 22. Report Metrics3Exit PageType: DimensionCalculation: The last page on a site accessed during a visit, signifying the end of avisit/session.Visit DurationType: CountCalculation: The length of time in a session. Calculation is typically the timestamp of thelast activity in the session minus the timestamp of the first activity of the session.Traffic Sources: The Referrer Type report takes all referring traffic to your site and categorizesthem based on domain. This report can be helpful in determining which general methodsusers are accessing your site. Using Marketing Channels may be better in obtaining thisinformation, however the Referrer Type report takes much less configuration in order to workproperly.ReferrerType: DimensionCalculation: Referrer is a generic term that describes the source of traffic to a page or visit.Shipra Malik
  23. 23. Report Metrics3• Internal Referrer - The internal referrer is a page URL that is internal to the web site or aweb-property within the web site as defined by the user. Not all tools report internalreferrers as a group.• External Referrer - The external referrer is a page URL where the traffic is external oroutside of the web site or a web-property defined by the user.• Search Referrer - The search referrer is an internal or external referrer for which the URLhas been generated by a search function. Many tools segment and report on searchreferrers as a group; however the exact definitions vary from tool to tool. Most willinclude the "big" search engines, such as Yahoo, Google, and MSN/Live. However, theyvary in whether or not they exclude mail servers from these sources, or whether they usewildcards to capture any URL containing the word "search.“Click-throughType: CountCalculation: Number of times a link was clicked by a visitor.Shipra Malik
  24. 24. Report Metrics3Click-through Rate/RatioType: RatioCalculation: The number of click-throughs for a specific link divided by the number oftimes that link was viewed.Page Views per VisitType: RatioUniverse: Aggregate, Segmented, IndividualCalculation: The number of page views in a reporting period divided by number of visitsin the same reporting period.Content CharacterizationPage Exit RatioType: RatioCalculation: Number of exits from a page divided by total number of page views of thatpage.Shipra Malik
  25. 25. Report Metrics3Single Page Visits (Bounces)Type: Dimension or CountCalculation: A visit that consists of one page view.Bounce RateType: RatioCalculation: Single page visits divided by entry pages.Conversion MetricsConversion terms record special activities on a site, suchas purchases, that have particular business value for the analyst.They often represent the bottom-line “success” for a visit.EventType: Dimension and/or CountCalculation: Any logged or recorded action that has a specific date and time assigned toit by either the browser or server.Shipra Malik
  26. 26. Report Metrics3ConversionType: Dimension or CountCalculation: The number of times a desired outcome was accomplished.Because a Conversion can be both a metric and a count, a web analytics report may show“number of conversions,” “number of purchases,” “number of sign-ups,” etc. (conversion as acount), or it may show specific conversions and how many events, page views, visits, orunique visitors were associated with the conversion (conversion as a dimension).Conversion RateType: RatioCalculation: The ratio of conversions over a relevant denominator.Shipra Malik
  27. 27. Report Metrics (SiteCatalyst)3• Keywords: The Search Keywords reports show the search keywords (or search phrases) thatcustomers used to arrive at your site, and how those customers affected your site’s Success Metrics.This can help you determine how to better tailor your site code, such as META tags, or whichkeywords to register with search engines. You can see if certain keywords resulted in more orders orif other keywords caused higher instances of cart additions• Top Pages: The Pages report ranks the pages on your site based on those that receive the mosttraffic. By default, pages are ranked by the number of times they were viewed, with the pagesreceiving the most page views listed first. You can use this report to view which pages associatedwith products users are most interested in, measure pages in their effectiveness to conversionevents, or to simply view all page traffic in a single easy-to-read report.• Top Banner ID’s: There are several common ways to track internal campaigns (such as banner adsthat lead to other portions of your site) in SiteCatalyst. Each method uses an eVar, which by naturecan associate conversion beyond the page it was defined on.• File Downloads: The SiteCatalyst File Downloads Report helps you understand how often yourvisitors download files from your site. Examples of file downloads may be word processordocuments, spreadsheets, audio files, movie files, user manuals, etc. This includes both files beingsaved and opened directly from the browser, as well as files saved to the users computer. The reportshows the name of the file being downloaded, including the complete URL required to access thefile.Shipra Malik
  28. 28. Q&A• What Questions do you have?26Shipra Malik

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