Analyzing Your Traffic


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These slides were created for the course:
Comm 350R Social Media
Dr. Matthew J. Kushin
Department of Communication
Utah Valley University

For more on the course see:

For more about the professor, see:
or @mjkushin on Twitter

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Analyzing Your Traffic

  1. 1. Social Media CourseDr. Matthew J. Kushin<br />Assistant Professor<br />Department of Communication<br />Utah Valley University<br /><br /><br />@mjkushin<br />
  2. 2. Tools for Analyzing Your Traffic<br />Dr. Matthew J. Kushin<br />Course:<br />
  3. 3. Unit 3 Review<br /> Social Data: Basic Brand Monitoring, Trending, Analyzing your Data, Search Optimization<br />
  4. 4. 1) Monitoring Station<br />Strengthen monitoring station by adding real-time web searches<br />Photo: eyesore9<br />
  5. 5. 2) Trends in Social data<br />Data on an issue, subject or event over a period of time<br />Looking at social data across time can uncover trends, or patterns of behavior<br />These trends can inform decision making<br />
  6. 6. 3) Optimizing for Search<br />Reputational Search<br />Social Search<br />Basic Code<br />
  7. 7. Last But Not Least….<br />Analyzing Your Traffic Data<br />
  8. 8. Analyzing Your Traffic<br />Data tools help us monitor success of our online promotion, such as:<br />How many people come to our site and what do they look at?<br />How many people clicked on a link in a Twitter post?<br />
  9. 9. Analyzing Your Traffic<br />In other words<br />Another way of measuring outcomes of our strategic efforts<br />
  10. 10. Website Traffic<br />
  11. 11. 2 Types of Tools we’ll focus on<br />Website Traffic <br />URL Shorteners<br />
  12. 12. Website Traffic<br />Basic<br />Wordpress Dashboard<br />Advanced<br />Google Analytics<br />Unfortunately – Wordpress doesn’t work with Analytics<br />Note: You can learn Google Analytics for free from Google’s Conversion University!<br />Picture: by BottleLeaf<br />
  13. 13. Website Traffic<br />Related to your search optimization efforts<br />Is how you assess success of optimization and make adjustments<br />Picture: by BottleLeaf<br />
  14. 14. When it comes to traffic:“Look for patterns of behavior, don’t get caught up in individual anomalies”<br />
  15. 15. Some Key Features<br />Visits Timeline<br />Top Posts & Pages<br />Search Engine Terms<br />Referrers<br />Picture: by BottleLeaf<br />
  16. 16. Visits Timeline<br />Shows visits to your site over time<br />Like search trends, we can see patterns<br />Pic by bylukemontague<br />
  17. 17. What is your goal?<br />Check the health of our website traffic<br />If we have a campaign to drive traffic, we can see if there was an uptick in traffic!<br />Pic by bylukemontague<br />
  18. 18. Visits Timeline<br />Week view<br />
  19. 19. Top Posts & Pages<br />Top pages on your site people viewed & # of times they viewed them<br />Pic by ZeroOne<br />
  20. 20. What is your goal?<br />May want people to go to certain sites – like your “check out” site<br />May want people to view as many pages as possible<br />For blogs, people will often only goto your main page, reading multiple articles there<br />Pic by ZeroOne<br />
  21. 21. Example: What does this tell you?<br />
  22. 22. Search Engine Terms<br />Are you optimized for search!?<br />Things people typed into a search like Google that led them to your page<br />
  23. 23. Example<br />
  24. 24. Referrals<br />Sites people clicked links from to get to your site<br />Pic by ...-Wink-...<br />
  25. 25. Example<br />
  26. 26. URL shorteners<br />
  27. 27. URL Shorteners<br />3 popular URL shorteners are:<br />HootsuitesOwly– within hootsuite<br /> - Bitly<br /> – Google’s URL shotener<br />
  28. 28. Link Stats<br />All 3 provide stats about your links<br />Meaning, any link you share will track statistics of who clicked on it<br />
  29. 29. Link Example<br />1) You take your home page<br /><br />2) Enter it into a URL shortener<br />You get a shoretened URL, say:<br /><br />3) You share your short URL<br />Every time someone clicks on that URL it is tracked<br />
  30. 30. Link Example<br />Your Short URL<br />10 Original Clicks<br />I Tweet It<br />4 Retweets<br />20 More Clicks<br />Tracks your link as it spreads<br />More RT<br />More Clicks<br />More RT<br />More Clicks<br />
  31. 31. Key Features to Focus on<br />Timeline<br /># of clicks<br />Referrals<br />what site they clicked on your link from<br />Distribution<br />Tweets, Shares, Likes, etc.<br />Conversation (or tweets mentioning your link)<br />
  32. 32. Example Tracked URL<br />
  33. 33. Example Tracked URL<br />
  34. 34. Hootsuite<br />
  35. 35. Summary Strategy<br />All Social Data tools discussed are useful when strategy is applied to them<br />Decide:<br />Your goals<br />Attainable outcomes<br />Strategy for achieving them<br />Help us make decisions and adapt to improve our efforts<br />Useful to show clients outcomes<br />
  36. 36. Transferable Skills<br />Many tools offer metrics<br />The tools will change<br />The skills are transferable<br />If you understand how to use metrics you can adapt this skill to many different sites<br />Pic by flattop341<br />
  37. 37. Example: Facebook Insights<br />Stats on Facebook page visits<br />Such as:<br />Likes<br />Shares<br />
  38. 38. Example<br />
  39. 39. Thoughts…<br />Questions? Thoughts?<br />What are some ways we could use metrics in real world situations?<br />