2. Web Analytics Fundamentals
• What is Web Analytics
- Web analytics is the collection, reporting, and analysis of website data. The focus is on identifying
measures based on your organizational and user goals and using the website data to determine
the success or failure of those goals and to drive strategy and improve the user's experience.
• What is Web analytics used for?
- Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web
analytics is said to enable a business to attract more visitors, retain or attract new customers for
goods or services, or to increase the dollar volume each customer spends.
• What is Web Analytics and why is it important?
- Website analytics provide insights and data that can be used to create a better user experience for
website visitors. Understanding customer behavior is also key to optimizing a website for key
conversion metrics.
3. Types of Web analytics tools
• Traditional Web Analytics Tools – for basic website tracking.
• Social Media Analytics Tools – for collecting data from social media.
• Voice of Customer Tools – for collecting customers’ opinions.
• Mobile Analytics Tools – for following mobile users.
• Experimentation Tools – for trying new trends.
Web Analytics Fundamentals
4. • Visitor
A Visitor (or User) is someone who visits your site. Visitors are tracked by a cookie placed in their browser by a
tracking code installed on your site.
• Page View
A Page View is when a page on your site is loaded by a browser. A page view is measured every time your
tracking code is loaded.
• Session
A Session is a series of activities taken by a visitor on your website, including page views and events. Sessions
expire after 30 minutes of visitor inactivity.
Concepts of sessions, bounce rate and other key metrics
5. • Traffic
Traffic (or Visits) is the total number of site or page visits in a given time period
• Traffic by Channel
Traffic by Channel is the total number of site or page visits per referral channel, e.g. social media, email,
landing pages, etc.
• Traffic by Device
Traffic by Device is the total number of site or page visits per device type, e.g. smartphone, tablet, desktop, etc.
Concepts of sessions, bounce rate and other key metrics
6. • Time on Page
The Time on Page is the average time each visitor spends on your site or page
• Interactions per Visit
Interactions per Visit are what actions your visitors took did when on your site or page
• Bounce Rate
The Bounce Rate is the percentage of people who visited your site or page but didn’t take any action or look at
any other pages as compared to the total number of page or site visitors
Concepts of sessions, bounce rate and other key metrics
7. Digital Metrics for Content and Social Media
The following are digital marketing metrics associated with content and social media.
• Engagement Rate
The Engagement Rate is the total number of engagements (e.g. comments, clicks, likes, etc.) as a proportion of
the total number page or post views
• Follows and Subscribes
Follows and Subscribes is the total number of people who’ve shown interest in your content and want to
receive updates when new posts or pages are published
• Shares
Shares is the total number of times a post or page has been shared on social media, a website, or a blog
Concepts of sessions, bounce rate and other key metrics
8. Digital Metrics for Product and E-Commerce
The following are digital marketing metrics associated with e-commerce.
• Shopping Cart Abandonment Rate
The Shopping Cart Abandonment Rate is the total number of online shoppers who put items in their shopping
cart but don’t complete a purchase as a proportion of the number of people who complete a purchase
Concepts of sessions, bounce rate and other key metrics
9. • Audience analytics
• Acquisition analytics
• Behaviour analytics
Descriptive Web Analytics - Business insights from descriptive
web analytics -
10. Audience analytics - We’re always trying to learn more about our customers.
• What do they like?
• What do they buy more of?
• Where are they willing to purchase online?
• What websites do they frequent? Where do they live?
• What are their interests?
• How can I better target them and all of their friends and family?
- Most ad platforms have their own version of this now. Facebook, Google, LinkedIn, Pinterest, etc.
Descriptive Web Analytics - Business insights from descriptive
web analytics
11. Select your audience - View data for:
• Your engaged audience: the number of people who have engaged with your Pins.
• Your total audience: the total number of people who have seen or engaged with your Pins. This includes Pins
you’ve created or saved (both organic and ads) as well as any Pins that have been saved from your claimed
website or claimed accounts.
• Pinterest's total audience: the total number of people who have seen or engaged with Pins across Pinterest.
• Pinterest’s engaged audience: the number of people who have engaged with Pins across Pinterest. This
includes people who click or save your Pins.
Descriptive Web Analytics - Business insights from descriptive
web analytics
12. • The age and gender of your audience under Demographics.
• Language and location under Geo.
• New and returning visitors, their frequency, and engagement under Behavior.
• Browsers, Operating systems, and network of your audience in Technology.
• Mobile device info under Mobile.
• Custom variable report under Custom. This report shows the activity by custom modules that you created to
capture the selections.
• Benchmarking channels, locations, and devices under Benchmarking. Benchmarking allows you to compare
your metrics with other related industries. So, you can plot what you need to incur in order to overtake the
market.
• Flow of user activity under Users flow to see the path they took on your website.
Descriptive Web Analytics - Business insights from descriptive
web analytics
13. Acquisition analytics - Acquisition means ‘to acquire.’ Acquisition analysis is carried out to find out the sources
from where your web traffic originates. Using acquisition analysis, you can −
• Capture traffic from all channels, particular source/medium, and from referrals.
• Trace traffic from AdWords (paid search).
• See traffic from search engines. Here, you can see Queries, triggered landing pages, and geographical
summary.
• Track social media traffic. It helps you to identify networks where your users are engaged. You can see
referrals from where your traffic originates. You can also have a view of your hub activity, bookmarking sites
follow-up, etc. In the same tab, you can have a look at your endorsements in details. It helps you measure
the impact of social media on your website.
• See which plug-ins gave you traffic.
• Have a look at all the campaigns you built throughout your website with detailed statistics of paid/organic
keywords and the cost incurred on it.
Descriptive Web Analytics - Business insights from descriptive
web analytics
14. Behaviour analytics - Behavior analysis monitors users’ activities on a website. You can find behavioral data
under the following four segments −
• Site Content − It shows how many pages were viewed. You can see the detailed interaction of data across all
pages or in segments like content drill-down, landing pages, and exit pages. Content drill-down is breaking
up of data into sub-folders. Landing page is the page where the user lands, and exit page is where the user
exits your site. You can measure the behavioral flow in terms of content.
• Site Speed − Here, you can capture page load time, execution speed, and performance data. You can see
how quickly the browser can parse through the page. Further, you can measure page timings, user timings,
and get speed suggestion. It helps you to know where you are lagging.
• Site Search − It gives you a full picture of how the users search across your site, what they normally look for,
and how they arrive at a particular landing page. You can analyze what they search for before landing on
your website.
• Events − Events are visitors’ actions with content, which can be traced independently. Example − downloads,
sign up, log-in, etc.
Descriptive Web Analytics - Business insights from descriptive
web analytics
15. • Shipped in 2 days O2S
• Delivered in 7 days O2D
• No return Initiated
• No customer interaction
• 1 – Perfect Order are an issue
NPS – Perfect Order
16. • Customer return by self
• Pick-up by company
• Pick-up in 3 days
• Return in 3 days
Order Return
18. • PLD = Product level discount
• CLD = Cart level discount
• VD = Voucher discount (closed and open)
• BOD = Bank offer discount
• NCED = No cost EMI offer/discount
• Company cash = point that company gives you
Promo – Different Types
