Published by Amir Jabbari, the document provides the reader with an introductory explanation of web analytics, the main skills needed to become a proficient web analyst, main terminology related to the field of web analytics, and how to interpret the metrics in a meaningful way.

1. THE BASICS OF:
W E B
A N A L Y T I C S
AMIR JABBARI

2. To become a successful web data analyst you need to be
competent in four areas:
BECOME A GOOD DATA ANALYST
AMIR JABBARI
Statistics
Business Acumen
Curiosity
Communication Skills
THE IMPORTANCE OF QUESTIONS
Asking questions is of outmost importance in the process of
web analytics, the questions that you should frequently
stumble upon in the web analytics process are the following:
1. What is happening?
2. Why is it happening?
3. How can I apply it to my business?

3. ACQUISITION
Common terms in the field of web analytics are:
TERMINOLOGY
AMIR JABBARI
USER
SESSION
BEHAVIOR
BOUNCE
RATE
It refers to channels and mediums through which we got
users to our website, app, etc.
Common metrics are channel, source and medium.
The number of unique visitors to our website in a specified
period of time.
Common metrics are new and returning users.
Each time a user opens our site or app is counted as a
session.
Common metrics are session duration, pages per session.
As the name suggests, behavior refers to the actions users
take once they are on our website. Did they make a purchase,
how much time do they spend on our site? How many pages
do they see?
A very important and tricky metric, bounce rate shows the
percentage of users who visit our site, don't interact with
other pages on our site and leave. A low number shows your
site is more interesting.

4. CONVERSION
Common terms in the field of web analytics are:
TERMINOLOGY
AMIR JABBARI
LANDING
PAGE
EXIT PAGE
Conversion is the percentage of people who have done a
targeted action, for example they have made a purchase,
downloaded a file, made a phone call, submitted their
contact info, etc.
Landing page shows the first page of your website that a user
saw when they came to your website.
Contrary to the landing page, exit page is the last page a user
visited before they left your site.

5. THE 3C OF WEB ANALYTICS
AMIR JABBARI
ONTEXT
OMPARISON
ONTRAST

6. CONTEXT
AMIR JABBARI
It is very important to consider the context in analyzing web data.
By asking questions you put the data into context. The main quesions
that need to be asked to put context can be:
1. Where did the visitors come from?
2. What did they see?
3. What did they do?
4. What was their action worth?
COMPARISON
Any data analysis effort needs to take comparison into
consideration. So the web analytics software shows that last week I
got 10K users to my website. Is it a good number or a bad number?
Comparison with my competitors, past data and bemchmarks can
help me answer this question.
CONTRAST
Contrasting different metrics can help you better understand what is
happening in your website. Take Acquisition and Conversion for
instance, one of my channels is driving fewer users to my website
than other channels, but when I contrast acquisition with conversion
I see that the percentage of visitors coming from that channel and
making a purchase is higher than the other channels.

7. TWO MAJOR TYPES OF CONVERSIONS
AMIR JABBARI
MACRO
CONVERSION
MICRO
CONVERSION
conversions
that are directly
related to our business
objectives. examples include
sales, revenue, lead generation.
These are actions that users take
in the process of making macro
conversions. examples include
time on website, ebook download,
watch videos, etc.

8. BOUNCE RATE
AMIR JABBARI
Bounce rate, as explained in the previous pages, is an indicator of the
percentage of people who came to your website, did not make any interactions
with other pages on the site, and then left the site. It is most often considered to
be a measure of quality of a webpage. However, in analyzing bounce rate for any
page on your website, make sure you contrast it with "average time per session"
because it might be that a user came to that page, found the info they were
looking for, and then left the website.
Below are some common reasons for a high bounce rate:
1. The content on the page does not match the visitors' expectations
2. The design of the webpage is not appealing to visitors
3. Structure is in such a way that the content gets hidden from
the visitors' eyes at the first glance.
4. Absence of call to action on the webpage.

9. SO WHAT?????..
AMIR JABBARI
ALL DATA ANALYSIS
EFFORTS SHOULD
TRANSLATE TO
ACTIONS.
After every analysis ask yourself "so what"to drive action.

10. THANKS FOR YOUR
ATTENTION.
AMIR JABBARI