• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Aug 15  show me the numbers

Aug 15 show me the numbers






Total Views
Views on SlideShare
Embed Views



0 Embeds 0

No embeds


Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
Post Comment
Edit your comment

    Aug 15  show me the numbers Aug 15 show me the numbers Presentation Transcript

    • Show  me  the  numbers:   working  with  metrics   Susan  Mernit   Oakland  Local  Academy   August  2012  For  more  like  this,  go  to  oaklandlocal.com/content/ trainings  and  see  slideshare.com/mernit  
    • Agenda  •  What  are  web  metrics  and  why  are  they  useful  ?  •  What  are  the  basic  tools?  •  How  can  I  use  metrics  to  help  me  in  my  work  on  a   project?  •  What  are  best  prac@ces  to  follow  working  with   metrics  in  an  ongoing  way?  2 All  rights  reserved.  Houseoflocal.org  
    • QuesCons  Answered   How  does   What  is  Google   What  is  Facebook   Tweetreach  help  me  AnalyCcs  and  how   Insights  and  how  do   measure  tweet   do  you  start?   I  use  it?   impact?   What  are  some  good   What  are  ways  I   Cme  management   might  use  this  data?   pracCces  around   metrics  reporCng?   3 All  rights  reserved.  Houseoflocal.org  
    • GeKng  started  with  metrics  •  Web  analy)cs  is  the   measurement,   collecCon,  analysis   and  reporCng  of   internet  data  for   purposes  of   understanding  and   opCmizing  web  usage   4 All  rights  reserved.  Houseoflocal.org  
    • Google  Analy)cs  is  one  of  the  core  tools   (google.com/analy@cs)  Free  tool  inserted  on  website  via  JS  code  in  CSS  template.   Private,  only  visible  with  log-­‐in.   5
    • • Key  areas  of  Google  Analy)cs  to  be  aware  of:  Audience  • Traffic  • Content  • Geography   knightdigitalmediacenter.org   6
    • Use  a  set  of  metrics  to  evaluate  •  Google  AnalyCcs  core  metrics:   –  Time  spent   –  Pages  viewed   –  Returning  vs.  new  visitors   –  Referral  source   –  LocaCon   –  Unique  visitors   –  Page  views   –  PlaWorms  7 All  rights  reserved.  Houseoflocal.org  
    • Content  tab   What  were  the  most-­‐viewed  stories?   How  much  Cme  did  visitors  spend  reading   them?   AnalyCcs  will  tell  you  8 All  rights  reserved.  Houseoflocal.org  
    • Google  AnalyCcs  pages  viewed  and   Cme  spent   Understanding    how  many   people  visit  your  web  site,   the  amount  of  )me  they   spend  in  a  visit,  and  the   number  of  pages  they   look  at  is  VERY  useful   data.  9 All  rights  reserved.  Houseoflocal.org  
    • Unique  visitors   This  data  from   Oakland  Local   (oaklandlocal.com)   shows  that  in  one   week  12,490  people   visited  over  25,000   )mes.   Those  people  looked   at  2.10  pages  and   spent  3  minutes  on   the  site  on  average.  10 All  rights  reserved.  Houseoflocal.org  
    • LocaCon  The Location tab(under AudienceDemographics)shows where youraudience is from—both internationallyand locally11 All  rights  reserved.  Houseoflocal.org  
    • Mobile:  Who’s  using?   Under Audience, Google Analytics will tell you what percentage of your audience Is via mobile—and which platforms12 All  rights  reserved.  Houseoflocal.org  
    • Regional  health  site:  Google   AnalyCcs   A  free,  web  based  tool   provides  invaluable  data   on  visitors’  behaviors  13 All  rights  reserved.  Houseoflocal.org  
    • Other  Dashboard  EssenCals   Facebook Twitter Likes Followers Comments Retweets Tweet reach Facebook Insights Measures tweetMeasures Facebook impactpage data 14
    • Facebook  Insights  is  GA  for  your   Facebook  Page  15 All  rights  reserved.  Houseoflocal.org  
    • The  Akronist:  Facebook  Insights   Insights  is  the  equivalent   Of  Google  Analy)cs  for   Business—not  personal-­‐Facebook   pages  16 All  rights  reserved.  Houseoflocal.org  
    • Another  core  too—Tweetreach  Measures  TwiZer  Posts,  Account  Reach  and  Influence   (tweetreach.com)   17
    • •  Shows  most  retweeted  •  Shows  top  retweeters  •  Shows  top  tweets  and  how  far  each  reach   18 All  rights  reserved.  Houseoflocal.org  
    • Oakland  Local:  Tweetreach  How  many  people  are  you  reaching  via  TwiZer—and  who  are  they?  Tweetreach  gives  you  data   19 All  rights  reserved.  Houseoflocal.org  
    • User Engagement:Quality of attention 20 All  rights  reserved.  Houseoflocal.org  Source: http://blog.podio.com
    • Ques)ons  to  answer  Planning  •  What  is  your  site’s  greatest  strength  according  to   Google  AnalyCcs?   •  Use  stats  to  portray-­‐-­‐Create  a  1  pager  •  What  is  a  problem  you  see  in  your  site  via  GA   –  Use  stats  to  portray-­‐-­‐Create  a  1  pager   All  rights  reserved.  Houseoflocal.org   21  
    • QuesCons  to  answer  2  •  What  does  a  monthly  report  about  your  site   look  like?   –  Use  GA  to  put  a  1  pager  together  and  post  to   Basecamp  and/or  mail  to  mernit@gmail.com   All  rights  reserved.  Houseoflocal.org   22  
    • The  EssenCal  Tool  of  the  Trade  Source: http://fobango.com knightdigitalmediacenter.org   23
    • ReporCng  Dashboard  Spreadsheet trackingkey metrics month bymonth, quarter byquarter.Build or download atemplate to collectdata24 All  rights  reserved.  Houseoflocal.org  
    • Dashboard  plan  for  yoursite.com   Let’s  discuss:  how  does  this  work     as  a  weekly/daily  report?  •  Unique  visitors  •  First  Cme  vs.  repeat  visitors  •  Time  on  site  •  Pages  per  visit  •  Bounce  rate  •  Top  10  Content  (by  page  views  or  by  unique  visitors)  •  Number  of  comments  (conversion  goal)  •  Number  of  member  blog  posts  (conversion  goal)  •  New  members  (conversion  goal)  •  Top  referring  sources   All  rights  reserved.  Houseoflocal.org   25  
    • Videos on the Official Google Analytics YouTube Channel are a quality resource.26 All  rights  reserved.  Houseoflocal.org  
    • Next  steps  •  Produce  a  report  (use  the  dashboard  or  make   your  own)      •  Talk  through  your  site  performance  in  1:1  with   Susan  (opConal),  need  to  provide  GA  access.  •  Custom  quesCons:   –  SegmentaCon   –  Campaigns   –  Custom  reports   All  rights  reserved.  Houseoflocal.org   27  
    • Help  &  Support  services  •  Classes  &  training:  Oakland  Local  Business  Academy,   hdp://oaklandlocal.com/content/trainings  •  Sign  up  for  our  monthly  newsleder:  OLBA@oaklandlocal.com;   filled  with  Cps  and  references  for  beder  social  markeCng  &   online  presence  •  ConsulCng  packages  for  small  business  services:   OLBA@oaklandlocal.com  •  Contact  us!   –  Susan  Mernit,  susan@oaklandlocal.com   –  Kwan  Booth,  kwan@oaklandlocal.com   –  Debi  Mason,  debimason1950@oaklandlocal.com   All  rights  reserved.  Houseoflocal.org   28