This is an intro to web analytics presentation given to USDA Forest Service Public Affairs Officers. Featuring Google Analytics and Bit.ly (URL shortening Service), it emphasizes using data to monitor and improve websites.
5. What is Web Analytics?
Definition:
The measurement, collection, analysis and reporting of
internet data for the purposes of understanding and
optimizing web usage.
What’s the point?
PERFORMANCE
How can we use it?
Measuring Web Traffic
Conducting Research
Improving Website Effectiveness
http://lasvegassportsperformance.com/performa
nce/
6. Key Terms (cont’d)
Page Views
Total number of times a page/site was seen
Repeated views of a single page included (Refresh
Button)
Visit
Number of sessions that occurred on your site
Unique Visitor
Unduplicated individuals who came to the site
7. How do they relate?
19,060 x 2.63 ≈ 50,201
Narrative form…
• 16,335 people visited this site a total of 19,060 times.
• Each time they came, they visited 2.63 pages.
• That means pages on our site received a total of 50,201views
8. Key Terms (cont’d)
Bounce Rate
% of single-page
visits
High vs. Low
MOST of the time,
you want a low rate
High isn’t always
bad; consider what
the page is supposed
to do.
77% bounce rate
because every link
sends you offsite.
9. Key Terms (cont’d)
Average Visit Duration
How long did they stay on the site
Average Time on Page
How long were they on the page
10. Key Terms (cont’d)
Click
Number of times a hyperlink was used
Click Path (aka Visitor Flow)
Sequence of page views during a visit
13. Google Analytics
What is it?
Provides EXTREMELY DETAILED web traffic
statistics
How are we using it?
Monitoring web traffic
How many, where do they go, where’d they come
from, etc.
Content Decisions
What are people interested in, design and placement,
etc.
General
How many people
read my article…
Specific
… from a Verizon-based
iPhone in Chicago, Illinois last
Thursday
14. Bit.ly
What is it?
URL (web address) shortening service
Reduces 67-characters FS web address to 24-
characters
Click Counter
How many time did they click on the hyperlink
How are we using it?
Tracking off-site links
Quantifying interest