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.

1. WEB ANALYTICS
Enrico Perkins Jr.
Public Affairs Conference
February 11, 2014

2. Introduction
Video link:
http://www.youtube.com/watch?v=RhlXqYiTz2Q

3. Agenda
 Definitions & Key Terms
 The Tools
 What are they?
 How are we using them?
 Quick tour
 Putting It All Together

4. Definitions & Key Terms

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

11. Question Break #1
Video link:
http://www.youtube.com/watch?v=flge_rw6RG0

12. Google Analytics
Bit.ly
The Tools

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

15. Question Break #2
Video link:
http://www.youtube.com/watch?v=AMtGw5pf3AQ

16. Examples:
Regional Office Jobs Section
Fall Colors
Putting it together

17. Regional Office Jobs Section

18. What did it look like before?
Not good. Not good at all.
http://abortioneers.blogspot.com/2012/07/some-days-i-cant-bear-to-
look.html

19. What’d we do?... Main Page

20. What’d we do?... Current
Openings
This was
first.
Added
April 2013
Launched the
day before
shutdown.
Will retest in the
near-future.

21. Results…. +27% from 2012

22. This year… Tagged with Bit.ly
10 156
25
13
25
26
13
7
26
19
34
January 2-9,
2014
219 clicks in 1
week

23. Fall Colors 2013

24. Results... Fall Colors 2013 vs.
2012

25. It’s okay. We’re
done.
http://ijusthaveafewnotes.com/2013/11/