1.
From Page Views to Bounce Rates:
The Fundamentals of
Website Analytics
@ Freelancers Academy
www.freelancersacademy.com

2.
So here‘s something we’d like
to announce as a preamble...
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3.
Quite unlike
anything in the
past, businesses
now one can get
'live' data from their
website and can
use this to improve
their operations
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4.
But most
businesses know
nothing as what to
do with this ‘live’
data
And that’s why Web analytics is a
‘much in demand’ skill.
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5.
How can studying data help
you run your business better ?
And why are managers not doing
it currently ?
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6.
Even if you don’t see job titles for ‘Web
Analytics’, this is a very useful additional
skill to have
Especially if you have been around for a
couple of years in the ‘web’ industry.
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7.
So what do Analytics guys
really do ?
They use web analytics
data to help make
business decisions
based on concrete data
and historical trends.
Earlier, lot of these
decisions were taken
just based on that
dangerous thing called
‘gut feel’ 
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8.
What's the difference between a visitor
and a visit? What's the difference
between frequency and recency?
This is stuff which
a Web Analytics
professional
should have ready
answers to.
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9.
Lets get a perspective first
JavaScript Tags
Log Files &
Hit
Counters
Click & heat
maps
Mobile
Analytics
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10.
And see what web analytics helps us to measure
Improve ROI
Improve ROI
Who are your visitors?
Who are your visitors?
•• Country/city
Country/city
•• Browser/OS data
Browser/OS data
•• New/Repeat
New/Repeat
How do they reach your website?
How do they reach your website?
••
From which site?
From which site?
••
Which campaign works better?
Which campaign works better?
What are they doing..?
What are they doing..?
••
What SEO/SEM keywords work?
What SEO/SEM keywords work?
••
Are they converting?
Are they converting?
••
How long do they stay on your site?
How long do they stay on your site?
••
What do they read?
What do they read?
••
What’s making them leave?
What’s making them leave?
••
…much more
…much more
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10

11.
Some common tools
Some common tools
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12.
Which are the metrics which you
need to watch out for ?
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13.
Revealed : Why MBA’s hate Analytics : There are too many metrics !!
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14.
Businesses usually stop at just
setting up analytics
That’s where it is supposed to
begin.
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15.
Snap shot of standard analytics
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16.
Some very relevant analysis can
be done
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17.
The source of visitors to your site can be
The source of visitors to your site can be
studied
studied
Social Media
Direct type-ins
Social
Bookmarks
Browser
Bookmarks
Partner Sites/
Referrals
E-PRs
Search Engines
Organic | SEM
Banner
Advertizing/M
edia
E-Mailers
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18.
SEM campaign can be optimized
SEM campaign can be optimized
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19.
•Identify weak SE’s, keywords to work on
•Gain insights to visitor’s intent (eg.: ‘course’ vs ‘institute’ shows more focus on
subject/content than brand)
•Analysis of Organic traffic helps strategize SEM campaign
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20.
And ‘advanced’ features can be
implemented
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21.
For example, goals of users can be tracked
For example, goals of users can be tracked
Secondary Goals
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Primary Goals
21

22.
Coming to the vendors, the main
vendors are Google Analytics,
CoreMetrics, Websidestory,
Omniture, Web trends.
Google Analytics changed the
landscape completely when it
launched a free package in 2005
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23.
So should I get
into this ?
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24.
The future’s bright
“Web Analytics is hard.”
– Eric Peterson
“10% of your budget should be spent on
tools, while 90% spent on people (brains)
who will be responsible for insights.”
– Avanash Kaushik
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25.
Basic skills which employers would look
out for
• Great
with nos and Good
data pattern recognition
skills.
Basic html and javascript
skills so that you can work
with any nagging issues
during analytics set-up and
maintenance.
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26.
Basic skills which employers would look
out for
•Ability to communicate findings to the business
in terms it can understand.
•Familiarity with the main Analytics packages.
•Capability to understand what data needs to be
tracked for the business to grow. This requires
experience of a few years, does not come easily.
•Expertise in report design and configuration
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27.
An actual job description
Analyzes Website performance, trends and click stream path analysis activity to provide
data driven business insights, leading to fundamental improvements to the Website
experience.
Demonstrates a high degree of pro-activeness in analysing customer behavior using
available data to influence changes on the Website.
Day-to-day management of analytics system to ensure tracking, reporting and analytics
are functioning optimally.
Creates and maintains key reports, dashboards and analysis utilizing WebTrends and
SQL.
Identify and track trends in metrics and be able to identify improvements to Website
based on usage and traffic patterns.
Perform Search Engine Optimization and advise on search and display ads
Conducts ad-hoc traffic, sales and testing analysis of the site.
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28.
Case Study : Google Analytics
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29.
Some Advantages of Google Analytics
Some Advantages of Google Analytics
Key points
•
•
•
•
•
•
Extremely simple ‘user-friendly’ interface
Compatible with Google Adwords or Adsense
‘Goal oriented’ analysis & ‘Intelligence’
Correlate data across reports
Customizable Reports
Free
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30.
Google Analytics jobs have increased more
Source : than those for Omniture
WebWorkerdaily.com
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31.
Account Settings Page
Account Settings Page
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31

32.
Profiles and Accounts
Profiles and Accounts
Profiles
Accounts
•Create a new account for each website
•Create Profiles within Accounts - to track
different visit segments, create access levels or
website sections
•Can link 1 AdWords to 1 Analytics Account
•‘Admin’ access is at Account level
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33.
The Code:
The Code:
Generating and Implementing
Generating and Implementing
•Place within ‘body’ of web page
•Place on ALL pages within the website
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34.
Reported Segments
Reported Segments
Google Analytics
Google Analytics
collects your data
collects your data
based on 55broad
based on broad
segments
segments
…Which give us over 80
…Which give us over 80
primary reports, which can
primary reports, which can
be further drilled down to
be further drilled down to
over 1,000 unique reports.
over 1,000 unique reports.
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35.
Data Representation
Data Representation
Easily export/email aareport
Easily export/email report
••4format options, incl. PDF,
4 format options, incl. PDF,
XML, CSV & TSV
XML, CSV & TSV
Graph
Graph
•Day/week/month views
•Day/week/month views
•Compare 22metrics
•Compare metrics
•‘Compare to site’
•‘Compare to site’
•Compare date ranges
•Compare date ranges
•Highlight data point on
•Highlight data point on
mouse-over
mouse-over
Data table
Data table
••Overviewof selected
Overview of selected
component
component
••5unique data views
5 unique data views
••Searchbox to
Search box to
include/exclude specific
include/exclude specific
data
data
••Easilycompare
Easily compare
performance to Site Avg.
performance to Site Avg.
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36.
Freelancers Academy
‘Learn with us and then remove
the L’
We cover all the aspects of Digital Marketing and
Mobile app. Development (Instructor –led and online)
programs in Web(Instructor-led and Online)
www.freelancersacademy.com
Mumbai office – 022 65369888
Mobile - 9819607019
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