The document discusses basic web and social media metrics for non-eCommerce sites. It provides an overview of common metrics used to measure website traffic and engagement across platforms like visitors, pageviews, referrers, search terms, and social media metrics. It also discusses using Google Analytics to measure metrics, analyze traffic trends, and improve site performance.

1. Basic Web + Social Media Metrics: Non-eCommerce Sites Laura Lee S. Dooley Online Engagement Strategist World Resources Institute ( www.wri.org ) twitter.com/lauraleedooley [email_address]

2. www.wri.org

3. Goal of WRI online communications Satisfaction in Engagement Ambassador/Evangelist Ownership and Support Word of Mouth Repeat Customers Relationship

4. METRICS MANTRA: “You can’t manage what you can’t measure.”

5. Measuring beyond your website

6. Designing for online conversations

7. Measuring online conversations: Radian 6

8. Measuring online conversations: Radian 6

9. Basic metrics

10. Visitors | Subscribers | Fans-Friends-Followers

11. Pageviews | Clickthroughs | Views-Reach

12. Referrers | Reposts | Retweets

13. Search Terms | Keywords | Tags | Adwords

14. Seasonal Traffic | Topics | Events

15. Regular Traffic Trends

16. Bounce Rate

17. Exit Pages

18. Pages Per Visit | Comments | Posts

19. Time on Site | Time on Page

20. New v. Returning Visitors Jon Fravel

21. Popular Links | Popular Pages | Navigation

22. Geography | Demography

23. Conversion ?!?

24. Trends Over Time | Changing Metrics

25. Using Google Analytics

27. ga.js PageTracker Code <script type=&quot;text/javascript&quot;> var gaJsHost = ((&quot;https:&quot; == document.location.protocol) ? &quot;https://ssl.&quot; : &quot;http://www.&quot;); document.write(unescape(&quot;%3Cscript src='&quot; + gaJsHost + &quot;google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E&quot;)); </script> <script type=&quot;text/javascript&quot;> try { var pageTracker = _gat._getTracker(&quot; UA-XXXXXXX-X &quot;); pageTracker._trackPageview(); } catch(err) {} </script>

29. No reporting tool is 100% accurate

30. Navigating Google Analytics

33. Dashboard

34. Visitors Traffic Sources Content Goals

35. Help Resources Settings Report Navigation Export Options & Email Setup Help Center Calendar/Date Slider Customizable graph: by time and up to 2 metrics Advanced Segments Site Usage Statistics

36. Ebb and flow of traffic by day, week, month

37. Correlations between different metrics

38. Content detail vs. site average

39. Narrative Title Additional Reports Breadcrumb Scorecard

40. Narrative Title Breadcrumb Scorecard Alternative Reports Display Options Content Options AdditionalReports