Module 2 onsite webanalytics

ON-SITE WEB
ANALYTICS
Module 2

Agenda
 Section 1: Introduction
 Section 2: Available metrics
 Section 3: Tools of trade
 Site catalyst
 Google analytics
 Section 4: Tagging of website
 Section 5:Types of reports
 Visits and visitor reports
 Engagement reporting
 Conversions/Goals reporting

On-site web analytics –
Introduction
 It can be defined to the assessment of a variety of
data to help create a generalized understand of
the visitor online experience after a visitor reached
a site
 Monitoring and making the necessary improvements
to make the visitor’s experience better
 Current market tools are primarily developed
for e-commerce use
 Adapt different commercial practices to
improve our users experiences and increase
usage on digital sites. For content website, its
important to set the monitizable conversions

Home Page
Campaign LP
Content
Interaction
Conversions
(KPI)
Activation
Standard advt
Social ads
Video advt
Paid Search
Reach to Convert Metrics
Engage to Convert Metrics
Digital marketing – Consumer
journey
Rich media advt.
Trafficfromdifferentchannels
Interaction with ads
Interaction with site
content
Others
Final conversions
On-site web analyticsOff-site web analytics
Businessobjectives

Successful Web Analytics
Strategy
 Customer first mentality
 Define actionable business
questions
 Design metric capturing
methodology
 Implement and verify metric
gathering
 Measuring performance
 Communicate actionable
results
 Rinse repeat
Business
Questions
Metric Capture
Methodology
Implement and
Verify
Measure
Performance
Communicate
Results
Team 1 Team 2 Team 3 Team 4

Web Customer Centricity –
Example
Target Question
Primary purpose Why are you here?
Task completion rates Were you able to download your data or
access the content you wanted?
Customer satisfaction How can we improve your experience? Did we
provide enough information?
Content and structure Did we meet or exceed your expectations?
Are you reaching content within 3-6 clicks?
How is the website doing in terms of delivering for the customer?
Outcome
Metrics
Bounce Rates
Conversion Rate
Download Rate
Lead success rate
Visit Duration
Time spent on page
Cart abandonment rate

Business questions – Examples
 What are the top five problems users experience on
our website?
 What is the most influential content on our website?
 What is the impact of the website on user services?
 What are the most productive inbound traffic
streams? Which sources are missing?
 Is internal search providing the same results as uses
are looking for? Were the reviews helpful?

Avoid the Data Quality Trap
 Web metric data are dirty and there are many
exceptions for the quality of data
 People do crazy things on the web
 There will never be reconciliation between
different tools
 Lack of cookies limit our ability to track. – the
policy could change. comments?
 Proxies, multiple computers
 So how do you make decisions, believe in the
data?

Tips for new web analysts
 Start simple
 Conversions are important so make it a
practice to set up for each activity
 Testing will tell you if you are doing the
right thing. Hypothesis verification is very
important for new activities
 Communicate what you know to the team.
Analytics success is a team effort

Take a note –
 Recognize these truths
 Web analytic applications are not easy for
everyone to use
 Most people underestimate what it takes
 Web data is not easily to interpreted by everyone
 Web analytics is a process and it has to be
customized for each division.
 There is no single all rule approach to solve the
business questions
 Don’t get obsessed with data. Data by itself does
not give you any insights. We need actionable
insights

Available metrics
 WAA (Web Analytics Association, US) has
defined majority of the metrics as standards.
With IAB support, new metrics are included as
per required
 This section is intended to provide the general
understanding of the metrics
 However, for the analysis purpose, we might
have to use these basic metrics and need to
calculate metrics using these
 Here are some of the metrics

Available metrics
 Definition of metrics from WAA site
 Hit - A request for a file from the web server. Available
only in log analysis. The number of hits received by a
website is frequently cited to assert its popularity, but this
number is extremely misleading and dramatically
overestimates popularity. A single web-page typically
consists of multiple (often dozens) of discrete files, each
of which is counted as a hit as the page is downloaded,
so the number of hits is really an arbitrary number more
reflective of the complexity of individual pages on the
website than the website's actual popularity. The total
number of visits or page views provides a more realistic
and accurate assessment of popularity

Available metrics
 Page view - A request for a file, or sometimes an
event such as a mouse click, that is defined as a
page in the setup of the web analytics tool. An
occurrence of the script being run in page
tagging. In log analysis, a single page view may
generate multiple hits as all the resources
required to view the page (images, .js and .css
files) are also requested from the web server.
 Visit / Session - A visit or session is defined as a
series of page requests or, in the case of tags,
image requests from the same uniquely identified
client. A visit is considered ended when no
requests have been recorded in some number of
elapsed minutes.

Available metrics
 (contd.) A 30 minute limit ("time out") is used by many
analytics tools but can, in some tools, be changed to
another number of minutes. Analytics data collectors
and analysis tools have no reliable way of knowing if a
visitor has looked at other sites between page views;
a visit is considered one visit as long as the events
(page views, clicks, whatever is being recorded) are
30 minutes or less closer together. Note that a visit
can consist of one page view, or thousands.
 First Visit / First Session - (also called 'Absolute
Unique Visitor' in some tools) A visit from a uniquely
identified client that has theoretically not made any
previous visits. Since the only way of knowing
whether the uniquely identified client has been to the
site before is the presence of a persistent cookie that
had been received on a previous visit, the First
Visit label is not reliable if the site's cookies have been

Available metrics
 Visitor / Unique Visitor / Unique User - The uniquely
identified client that is generating page views or hits within a
defined time period (e.g. day, week or month). A uniquely
identified client is usually a combination of a machine (one's
desktop computer at work for example) and a browser
(Firefox on that machine). The identification is usually via a
persistent cookie that has been placed on the computer by
the site page code. An older method, used in log file
analysis, is the unique combination of the computer's IP
address and the User Agent (browser) information provided
to the web server by the browser. It is important to
understand that the "Visitor" is not the same as the human
being sitting at the computer at the time of the visit, since an
individual human can user different computers or, on the
same computer, can use different browsers, and will be
seen as a different visitor in each circumstance.
Increasingly, but still somewhat rarely, visitors are uniquely
identified by Flash LSO's (Local Shared Object) which are
less susceptible to privacy enforcement.

Available metrics
 Repeat Visitor - A visitor that has made at least
one previous visit. The period between the last
and current visit is called visitor decency and is
measured in days
 New Visitor - A visitor that has not made any
previous visits. This definition creates a certain
amount of confusion (see common confusions
below), and is sometimes substituted with
analysis of first visits
 Bounce Rate - The percentage of visits that are
single page visits
 Single Page Visit / Singleton - A visit in which only
a single page is viewed (a 'bounce').

Available metrics
 Impression - The most common definition of
"Impression" is an instance of an advertisement
appearing on a viewed page. Note that an
advertisement can be displayed on a viewed
page below the area actually displayed on the
screen, so most measures of impressions do not
necessarily mean an advertisement has been
viewable
 Exit Rate / % Exit - A statistic applied to an
individual page, not a web site. The percentage of
visits seeing a page where that page is the final
page viewed in the visit

Available metrics
 Page Time Viewed / Page Visibility Time / Page
View Duration - The time a single page (or a
blog, Ad Banner...) is on the screen, measured as
the calculated difference between the time of the
request for that page and the time of the next
recorded request. If there is no next recorded
request, then the viewing time of that instance of
that page is not included in reports
 Session Duration / Visit Duration - Average
amount of time that visitors spend on the site
each time they visit. This metric can be
complicated by the fact that analytics programs
can not measure the length of the final page view

Available metrics
 Average Page View Duration - Average amount of
time that visitors spend on an average page of the
site.
 Active Time / Engagement Time - Average amount of
time that visitors spend actually interacting with
content on a web page, based on mouse
moves, clicks, hovers and scrolls. Unlike Session
Duration and Page View Duration / Time on Page, this
metric can accurately measure the length of
engagement in the final page view, but it is not
available in many analytics tools or data collection
methods.
 Average Page Depth / Page Views per Average
Session - Page Depth is the approximate "size" of an
average visit, calculated by dividing total number of

Available metrics
 Frequency / Session per Unique - Frequency
measures how often visitors come to a website in a
given time period. It is calculated by dividing the total
number of sessions (or visits) by the total number of
unique visitors during a specified time period, such as
a month or year. Sometimes it is used
interchangeable with the term "loyalty."
 Click path - the chronological sequence of page views
within a visit or session.
 Click - "refers to a single instance of a user following a
hyperlink from one page in a site to another"
 Site Overlay is a report technique in which statistics
(clicks) or hot spots are superimposed, by physical
location, on a visual snapshot of the web page.

Pyramid Model of Web Analytics
Data
Hits
Page Views
Unique Visits
Engaged
Visitors
Conversion
s
Volume of Available Data

Section 3
 Omniture – Site catalyst
 Google analytics
Tools of trade

Omniture – Introduction
 Omniture is a digital marketing suite and web
analytics business unit owned by Adobe Systems
 An enterprise level paid solution
 Uses javascript tagging and hybrid methods for data
collection
 Key features:
 Advanced real time segmentation
 Cross-Device Visitor Identification
 ClickMap graphic overlays
 Pre-built reporting & Custom reporting
 One of the popular tools in the market now. Offers
training and certification for both business and
technical consultants

Suite of products
Omniture reporting suite

Omniture – Suite of products
 SiteCatalyst, Omniture's software as a service application, offers Web
analytics
 SearchCenter+ assists with paid search and content network optimization in
systems such as Google's AdWords, Yahoo! Search Marketing, Microsoft Ad
Center, and Facebook Ads.
 Data sources & Genisis are data warehousing of SiteCatalyst data of first
and third party.
 Test&Target, A/B and MVT (multi-variate testing)
 Test&Target 1:1, Omniture's main behavioural targeting solution
 Discover, an advanced segmentation tool.
 Insight, a multichannel segmentation tool (both client-side and server-side
analytics).
 Insight for Retail, an Insight offering geared toward multiple online and
offline retail.
 Recommendations offers automated product and content
recommendations.
 SiteSearch, an on-demand enterprise search product.
 Merchandising, a search and navigation offering for online stores.
 Publish, for web content management.

Google Analytics – Introduction
 Google Analytics (GA) is a service offered
by Google that generates detailed statistics about the
usage on a website
 GA has both free and premium solutions targeted for
small to medium companies to cater their needs
 GA uses a Page level tagging using Java script and
PHP
 Key features:
 Integrated to adwords
 Comes with Content experiments to provide landing page
optimizations
 Provides KPI (Goals) based reporting
 Pre-built as well as custom built reporting depending on
the license
 One of the popular tools in the market now. Offers

Easy to install and free capabilities has made Google Analytics one of the
powerful tools in the market
Google Analytics – Login screen

Other tools
 There are other vendors that are providing
web analytics services as below,
 Clicktracks
 Yahoo Analytics
 Web trends
 Urchin
 Chartbeat
 There is also a possibility that an organization
has built own proprietary web analytics
solution to meet specific requirements. Ex:
Amazon, AOL etc

Tagging – Introduction
 Enabling a website to report the data to measurement
systems is possible when the tool implementation and
parameters are set.
 These parameters will be set with the help of snippet
of java script code which is also known as tag
 So its safe to say that, if you have no tagging or
wrong tagging, your web analytics tool is basically
non-functional.
 Each vendor has their specific way implementing
these
 Site catalyst cleints need to have a technical team
experts to do this implementation. Where as Google
Analytics is easy to implement.
 This gets complicated with the type of content that
your site contains.

Tagging – Introduction
 In the following slides we will give you an
overview of tagging process for both Omniture
and Google Analytics
 Its advisable for web analytics to have this
comfort to read the code be possible to
understand what kind of data is being
captured.
 Currently all web analytics tools provide
tagging solutions to
Mobile, search, social, flash objects etc.
 Third party tag management solutions are
available for clients to support on this

Types of tags
 Page level tagging: This is the common code that
will be available on each page of a web site. This
helps to capture metrics related to page
level, session level and user level
 Event tagging: This is used to measure the
interactions of user with in a page. Ex: Clicks on a
banner or reply of a video etc.
 Custom tagging: This is to track a specific metrics
that are related to specific value. Ex: Download of
a pdf from a site or registration in CRM systems
on web page
 Campaign tagging: Tagging done with campaign
specific variable. This helps to understand a 360
degree campaign measurement

SC – Tagging
 SC is an enterprise solution, which requires a
complex set-up. Implementing tagging and
defining business measurement variables is a
solution offered by Adobe.
 If you are a certified partner, clients has contact
you for technical implementation services

GA tagging – Page level
Setting up tagging for Google Analytics:
 First, find the tracking code snippet for your account.
 From any Analytics report, click the Admin tab.
The profile settings for that report are displayed.
 Check that the URL at the top matches that for your website.
If the settings are showing the wrong web property, click the link in the breadcrumb
trail for your account, and select the correct web property from the list.
 Click the Tracking Code tab the top right of the Profiles tab.
 Copy and place the above code snippet

GA Tagging – Campaign level
37
http://www.yoursite.com/landingpage.html?utm_source=yahoo
&utm_medium=cpc&utm_campaign=Jan+2011+Campaign&
utm_term=my+keyword
http://www.yoursite.com/landingpage.html?utm_source=twitter
&utm_medium=tweet&utm_campaign=Jan+03+One+Day+S
ale
http://www.yoursite.com/landingpage.html?utm_source=email&
utm_medium=link&utm_campaign=Jan+2011+Newsletter

GA - Campaign Tagging Tips
1. Assign just one central manager
 One person reduces confusion and
inconsistencies
 Having one “go-to-guy/gal” spurs a lot of action
2. Educate different marketing teams
 Tagging is a time consuming process
 It feels cool to be the Analytics guru in your
organization 
3. Tag every URL, fill out all the variables
 Helps future proof the data for deeper analysis
 You’ll find “gems” of information

Introduction
 Reports should be simple, actionable and
make the reader go awesome
 Five Important Reports:
 Search Keywords
 Home Page Reports
 Conversion Behaviour
 Average Time / Click to a Page
 What’s Changed Report (GA Exclusive)

Search Keywords
 Match your keywords to the right search
engine for the right purpose
 PPC - Right word on the right engine is secret to
success
 SEO – What word for which engine determines
the success of campaign
 It’s not about the engine which is important but
the key phrase that leads the game
 We will cover these reports more in detail in
module-3

Home Page Reports
 Top landing Pages Report - It is not about the
Homepage but about the landing page
 Bounce rate plays as a key metric
 Top Entry pages shows how people are coming
 Identify the stinky by way of landing page
 Understand the source test it and optimize the
same thus helping the conversion

Conversion Behavior
 Actual customer behaviour does not get reflected when you
try to get them converted right away
 In-visit behaviour is not the right measure to score the web
site conversions
 It is a process where the customers visits, re-visits and then
gets converted
 Key measures –
 Visits to purchase
 Days to purchase
 Segmenting plays a important role which is a result of
conversion pattern
 Understand Customer Behaviour and optimize purchase
experience

Average Time / Click to a Page
 CMTB – Convince me to buy is the mantra
 Navigation Report
 Site-over lay report
 Key metrics –
 Average time to this page
 Average Clicks to the page
 This helps in assessing the linking and allow us
to revisit the linking strategy
 Consider placing special PPC / SEO

What’s Changed Report (GA
Exclusive)
 Comparison between two period to assess the
change
 This reports does a back-end analysis and gives
the report on raising in keywords and dropping
keywords
 Gives lot of focus amidst lot of data

Detail Study of Reports
 Section 1: Visits and visitor reports
 Section 2: Engagement reporting
 Section 3: Conversions/Goals reporting
 Section 4: Path Analysis

Visits Report
 The Visits report displays the number of visits
made to your Web site during the selected time
period. Content has a great influence on the total
number of visits your site receives. For example, if
your site provides e-mail capabilities or updated
news, the average number of visits would
probably be higher because visitors often return
multiple times to check for updated e-mail or
news. Conversely, if your site does not change on
an hourly basis, the average number of visits
would probably be lower. Data for this report may
be viewed for all but the “Hourly” time period

Visits report
 Report Uses
 See the total number of visits to your site during a
selected time period
 Identify the impact of site modifications, such as
changes to total number of visits, average number of
pages viewed per visit and average time visitors
stayed per visit
 Metrics and Formulas
 Average Pages Viewed per Visit
 Average Time Spent per Unique Visitor (min)
 Average Time Spent per Visit (min)
 Average Visits per (Timeframe) Unique Visitor
 Total Usage Minutes

Frequency Report
 The Return Frequency report shows the number
of visitors who returned to your site within one of
the following categories (representing the time
lapse between visits): less than 1 day, 1-3
days, 3-7 days, 8-14 days, 14 days to 1 month
and longer than 1 month. This statistic is
measured by using cookies to gauge the amount
of time that has elapsed between an initial visit
and any return visits to your site (30 minutes must
pass between browsing events for visitors to be
considered as returning to your site). Data for this
report may be viewed for all but the “Hourly” time
period

Frequency report
 Report Uses
 Identify the number of visitors that returned within a
certain time period and the frequency of their return
visits.
 Assess your marketing goals against visitor return
frequency.
 Evaluate your Web site's appeal and relevance to
visitors over time.
 Know how sticky your site is to visitors and how often
they feel compelled to return.
 Identify the impact your Web site's content and
promotions has on your visitors.
 Other Calculations
 Average Times a Visitor Returns

Daily return visits report
 The Daily Return Visits report displays the
number of visitors that visited your site more
than once on a given day. A day is defined as
the last 24-hour period. For example, if you
view statistics during the 2:00 hour, the
previous day would occur between 2:00
yesterday and 2:00 today. Data for this report
may be viewed for all but the “Hourly” time
period. Additionally, the “Weekly,” “Monthly,”
“Quarterly” and “Yearly” views are collections
of daily returns over those time periods

Daily return visits report
 Report Uses
 Determine visitor loyalty to your site.
 Identify the impact of your Web site's content on
your visitors.
 Measure your visitors’ interest in your site's
content and their seriousness about purchasing
your product or service. For example, if a small
number of visitors return to your site, you may
decide to redesign your site content or update it
more often

Return visits report
 The Return Visits report shows how many individuals have
visited more than once since web analytics system began
tracking your site. These visits are not for a specified time,
but are all those that have viewed your site once and have
then returned. For example, if a person came to your site
on January 1st for the first time and then came again on
July 1st, 2nd and 3rd, he/she would be a return visitor for
each of the three days in July he/she visited. This report
differs from the Daily Return Visits report in that the Daily
Return Visits report shows how many visitors viewed your
site more than once on a given day. The Return Visits
report, however, shows the number of visitors that see your
site more than once over any time period. Data for this
report may be viewed for all but the “Hourly” and “Weekly”
time periods. The “Quarterly” view is also a collection of

Return visits report
 Report Uses
 Determine visitor loyalty to your site
 Identify the impact of your Web site's content on
your visitors.
 Measure your visitors’ interest in your site's
content and their seriousness about purchasing
your product or service. For example, if a small
number of visitors return to your site, you may
decide to redesign your site content or update it
more often

Visit number report
 The Visit Number report provides yet another
method for gauging visitor loyalty by displaying
the visit number for each visitor that comes to
your site. For example, when visitor “X” comes to
your site for the first time, the Visit number is one
(1). The next time he/she visits your site, the visit
number is two (2). If your site has a very loyal
audience that returns frequently, a large
percentage of high visit numbers will appear in
this report. If people generally come to your site
and don’t return, a larger percentage of small visit
numbers will be registered

Visit number report
 Report Uses
 See how many times repeat customers visit your
site.
 Understand the factors that contribute to
customer loyalty.
 Identify problems with your site that may be
deterring visitors from returning to your site

Time zones Report
 The Time Zones report displays the time zones
your visitors are located in when they view your
site. This report superimposes a bar graph
(indicating the number of visitors) on a map of the
world so you can quickly see what part of the
world your visitors are from. The time zones are
listed according to Greenwich Meridian Time
(GMT), which is the international time zone
standard. GMT is five hours ahead of United
States Eastern Standard Time (EST) (1:00 A.M.
EST is 6:00 A.M. GMT). Data for this report may
be viewed for all but the “Hourly” time period

Time zones report
 Report Uses
 See which part of the world generates most of
your traffic.
 Identify the time zones from which most of your
site traffic comes.
 Accommodate or customize site content to
visitors from the most popular areas

Key Visitors Report
 The Key Visitors report allows you to single out
and monitor up to five different visitor groups that
visit your Web site. Key visitors are defined by the
name or IP address of the groups you want to
track. These visitor groups are then listed in order
of popularity. You can also see which pages each
visitor saw by viewing the Pages Viewed by Key
Visitors report.
 This information can be very useful, for example,
to identify when your competition visits your site, if
you want to see how much traffic your employees
generate or if you would like to pay special
attention to a group you are trying to target.

Key visitors report
 Report Uses
 See how often competitors visit your site.
 Monitor traffic from internal groups or groups to
which you are marketing.
 Find out if known advertisers or business clients
are visiting your site.

File downloads report
 The File Downloads report is a new report that
displays the files that have been downloaded from
your Web site. These files can be any type of
document you wish to track, including user
manuals, presentations, audio, or video files. You
can easily see which downloads are the most
popular, and understand why. This report requires
that link tracking code to be installed on the site.
 Report Uses
 Determine the files that are downloaded most
frequently from your site.
 Understand if certain files are downloaded more often
during specific time periods.

Visits and Visitors Reports
 Visit Reports makes you understand:
 Understand recent Internet traffic patterns to your
website.
 Identify problems such as your site being down.
 Understand the impact of changes to the content
of your website.
 Measure the number of visits against promotional
events that you may be running

Visits and Visitors Reports -
Samples

Pageviews Report
 The Page Views report displays the number of times your
Web site pages were viewed for the selected time period
(hour, day, week, month, quarter or year). This report allows
you to track page views for each individual page on your site,
as well as an aggregate of page views for your Web site as a
whole. The Page Views report displays statistics for your
entire site by default, and obtains its information from the
system.
 Report Uses
 Discover how many people view your site and the success of
your site pages.
 See recent traffic patterns for your entire site and each individual
page.
 Learn how many visits promotional, sign up or order pages
received to measure marketing effectiveness.
 See when peak and off-peak times are so you know when to
make changes to your page (when people are least likely to view
your site).

Unique visitors report
 There are six different Unique Visitors reports: hourly, daily,
weekly, monthly, quarterly, and yearly. Unique Visitors
reports reveal the number of different people who visited
your site during your chosen time period. While one person
may visit your site and within that visit view the home page
three times, a contact page twice, and several other pages
once during a desired time period, the Unique Visitors
report records that person as one "unique visitor" so you
can tell exactly how many individual people are coming to
your site
 Report Uses
 See the number of different people that viewed your
Web site during any given time period.

Unique visitors report
 View recent traffic patterns and learn how promotions
are bringing unique visitors to your site
 Average Page Views per (Timeframe) Unique Visitor
 Total Page Views
 Total Unique Visitors
 Site Penetration Ratio (SPR)

Most popular pages report
 The Most Popular Pages report ranks the pages on your site
based on those that receive the most traffic. By
default, pages are ranked by the number of times they were
viewed, with the pages receiving the most page views listed
first.
 For example, a page may be reported as the most popular
because some of your visitors view the page 20 or more
times each visit. But not all visitors view the page. By viewing
this report by visits, you can see that there may be a page
that each visitor to your site views, and it will be reported
correctly as the Most Popular page in terms of visits. In other
words, while one page is most popular because it is viewed
more often than the rest, another page may be the most
popular because more people view it.

Most popular pages report
 Report Uses
 Identify important pages that are getting missed so you can
highlight them more prominently.
 Evaluate marketing effectiveness by comparing page
views between promotional, sign up or order pages.
 Monitor traffic to all pages in one easy-to-read report.
 Discover the pages or products in which your visitors are
most interested

Pages per visit report
 The Pages per Visit report helps you discover the most common depths
to which customers to your site browse. For example, if a customer
views three pages on your site before making a purchase, that visit
depth would be three. In this sense, a page view is an event that occurs
on that visit. It is not just page views. Rather than divide the visit depths
into categories, as does the Traffic Visit Depth report, this report tracks
and shows all depths tracked for your customers. You can then use this
report to identify if customers spend too little or too much time on your
site, and see if that has a positive or negative effect on your site’s
Success Metrics.
 This report uses the short Break Down and Details menus, and uses the
Visits Report-specific Success Metric. You can use the Break Down
menu to show the visit depths at which loyal customers generate the
most revenue or the visit depths at which the most units are sold by
campaigns. The Details menu allows you to view comparisons for
individual visit depths, such as whether a particular visit depth produced

Time spent on site report
 The Time Spent on Site report shows the most common time
periods that customers spend on your site before they
complete your various success events. You can see if
customers who spent more time on your site generate less
revenue, or see how time spent on site affects the number of
orders for specific products. This information can help you
see possible problems in the purchasing process, or target
certain advertisements or promotions to those who spend the
most time on your site
 Range:
 • <1 minute, • 1-5 minutes, • 5-10 minutes, • 10-30
minutes, • 30-60 minutes , • 1-2 hours , • 2-5 hours , • 5-10
hours , • 10-15 hours , • >15 hours

Time spent per visit report
 This report reveals the length of time visitors spend viewing your site as a
whole during each visit. It also has an “Average Time Spent on Site”
statistic that shows the average time that was spent viewing your
site, taken across all visitors. The time spent is divided into the same ten
categories as the Time Spent per Page report, with the graph showing the
top six categories. Data for this report may be viewed for all but the “Hourly”
time period.
 Report Uses
 Identify the amount of time that visitors stay on your site.
 Discover why your site has high traffic but low page depth penetration.
 Identify site content or promotions that trigger visitor interest.
 Average Time Spent on Site
 Total Usage Minutes

Referring domains report
 The Referring Domains report shows the domains that
referred customers to your site. Referrers fall into two main
categories: Domains and URLs. Domains refer to the domain
name, and appear as the base domain without the query
string or subdirectories attached. Examples of a domain
referrer could include “aol.com,” “yahoo.com” or
“google.com.” URLs include the base domain name, as well
as any query strings or subdirectories. Examples of a URL
referrer could include “aol.com/subdirectory,” “aol.com/search
string,” or “aol.com/subdirectory/search string.” Because the
number of unique referring URLs is huge and therefore less
valuable than referring domains, the Referring Domains
report references referrers only by their base domain

Referrers Report
 The Referrers report shows where your visitors came from before they arrived at
your site, the methods visitors use to find your Web site, and the number of visits to
your site that came from these referring locations. By tracking and recording the
visitors’ referring sites for each visit, you can determine how visitors found out about
your site during each visit.
 The types of referrers that are tracked by this report include:
 E-mail. E-mail referrers are registered when individuals arrive at your site by clicking links in e-mail
messages they receive.
 Hard Drive. A referrer is a hard drive referrer when an individual visits your Web site just after
working with an HTML document located on their own hard drive.

Referrers report
 Other Web Sites. Other Web site referrals happen when a visitor
clicks a link located on a page in another Web site. These can be
plain text links, advertisements, and even search engines, as
they are also considered to be Web sites that are not part of your
site.
 Search Engines. A search engines referral is registered when a
visitor has used a search engine (such as Google or Excite) to
find and arrive at your site. If a search engine was used to find
your site, the data will also be registered on the Search Engine
report.
 Typed/Bookmarked. If visitors use their browser’s bookmarks or
“Favourites” to visit your site, Typed/Bookmarked referral will be
tracked. A reference is also tracked under this category if visitors
type your site’s URL directly into their browser’s Address bar, or if
SiteCatalyst is unable to determine the referring page.

PURCHASES CONVERSIONS & AVERAGES
REPORT
 The Purchases Conversions & Averages report shows
summary data for metrics in the Purchases reporting
section, as well as conversions from one metric to another.
As explained in the “Conversions & Averages” section, this
report shows conversion and average statistics for five
metrics by default: Visits (Buying
Opportunities), Carts, Orders, Revenue and Units.
 The rest of the report presents the information in the
Overview section in greater detail. The Conversions section
shows how the chosen events convert to Orders (here, Visits
to Orders and Carts to Orders). The Averages section gives
averages for Revenue, Units and Orders, such as Average
Revenue per Visit or Average # of Orders per Customer. Data
for this report may be viewed for all but the “Hourly” time
period.

REVENUE REPORT
 The Revenue report shows total revenues for your Web site during the
selected time period. For example, if you view the Revenue report for the
February date range, this report will show you revenue for each day in that
month. If you choose to view data for a single day, it will show the revenue
generated during that day by the hour. Additionally, you can break down
individual time periods by other metrics to show how much revenue
individual products, campaigns, etc. generated during that time frame. This
report uses the long Details menu, and does not have a Report-specific
Success Metric.
 The information in this report can be useful to help you determine
patterns, peaks or valleys in the revenue generated on your site. You can
single out and drill down through those time periods that seem to have
been particularly successful or difficult to find out more information about
the metrics that contributed to the revenue performance. For instance, if
one day in February had a poor revenue performance, you can click the
Details icon for that day and view such things as revenue generated by
specific products or revenue generated by certain campaigns

ORDER REPORT
 The Orders report shows the number of orders made on your
Web site during the selected time period. For example, if you
view the Orders report for 2002, this report will show you how
many orders were made on your site for each month in that year.
If you choose a week, it will show the orders placed each day in
that week. Additionally, you can break down individual time
periods by other metrics to show the items (such as products or
campaigns) that contributed to the most orders during that time
frame. This report uses the long Details menu, and does not
have a Report-specific Success Metric.
 The information in this report can be particularly useful in
determining events or other metrics that influenced the number
of orders that were placed during various time periods. By
identifying the contributors to the high and low points of order
activity on your site, you can remedy or enhance those patterns

UNITS REPORT
 The Units report shows the total units that were ordered
for the selected time period. Because you can have
many units purchased per order, Units is a vital metric
that reveals general inventory movement. This report is
set up the same way as the Revenue and the Orders
reports, and allows you to identify the same highs or
lows of unit movement. Additionally, you can show
details for individual time periods the same way as the
other reports, allowing you to identify events or
properties that contributed to the inventory flow on your
site. This report uses the long Details menu, and does
not have a Report-specific Success Metric

CARTS REPORT
 The Carts report shows you the number of shopping carts that were
opened during the chosen time period. A shopping cart is usually opened
when a customer selects an item for purchase, but can occur without an
item as well. As with the other reports, you can view details of the cart
opens for a specific time period. For example, if you want to see the
number of carts opened during the last quarter, this report will show you the
number of carts opened each month in that quarter. If you choose a day, it
will show the number of carts opened each hour. Additionally, you can
break down individual time periods by other metrics to load a “Products”
report for that time frame. This report uses the long Details menu, and
does not have a Report-specific Success Metric.
 This information can be particularly useful to help you determine
patterns, highs or lows in the number of carts opened on your site. By
singling out those time periods that had high or low performances, you can
then drill down on that specific time period to find out more information
about the metrics that specifically contributed to the cart opens. For
instance, if one day in February had a particularly low number of carts
opened, you can click the Details icon for that time and view such things as

CARTS VIEWS REPORT
 The Cart Views report lets you see the number of times shopping
cart contents were viewed by your customers. It is in the same
format as the Carts report, allowing you to view this information for
specific time periods and to break down each time period by other
site metrics. This can help you identify such things as whether
people from particular states view their carts more often than others
or if people using certain monitor resolutions view the shopping cart
more often.
 By detecting this information you can identify problems along the
purchasing process that are working well or that need to be
changed. For instance, if customers are viewing their shopping
carts often, you may want to think about either including a shopping
cart summary on each page they view or optimizing your site for
monitor resolutions that seem to be having the most problems. This
report uses the long Details menu, and does not have a Report-
specific Success Metric

SHOPPING CART CONVERSIONS & AVERAGES
REPORT
 The Shopping Cart Conversions & Averages report shows averages for the metrics
in the Shopping Cart reporting section, as well as conversions from one metric to
another. This report shows conversion and average statistics for five metrics:
Visits, Carts, Checkouts, Orders and Revenue.
 The funnel graph in the Overview section shows raw numbers for each of the above
metrics. It also shows conversion percentages for Visits to Carts, Carts to Checkouts
and Checkouts to Orders. The Change column helps you see how these metrics
have changed from the previous time period to the current time period.
 The rest of the report gives greater detail to the information presented in the
Overview section. The Conversions section shows how the events converted to
Orders, including Visits to Orders, Carts to Orders and Checkouts to Orders. The
Averages section gives averages for Revenue and Orders, such as Average
Revenue per Visit or Average Orders per Cart. Data for this report may be viewed for
all but the “Hourly” time period.

CHECKOUTS REPORT
 The Checkouts report reveals the number of times your customers arrived at the
checkout stage of a purchase. Though the checkout stage usually occurs just before
a purchase is finalized, and usually involves the customer entering personal
information (such as their shipping and billing information), you have complete
control over which events on your site qualify as checkouts. The report is in the same
format as the Carts report, allowing you to view this information for specific time
periods, and to break down each time period by other site metrics.
 One of the many uses for this report can be to compare the number of checkouts to
the number of orders. If there are an unusually high number of abandonments at this
stage of the process, there could be problems with your checkout procedure, such
as too much information being required or server problems. This report uses the long
Details menu, and does not have a Report-specific Success Metric

DAYS BEFORE FIRST PURCHASE
REPORT
 The Days Before First Purchase report shows the number of days that pass between
the first time customers visit your site and when they finally make a purchase. By
comparing the most common time periods, you can see which ones contribute most
to your revenue, number of orders, or other custom events. By better understanding
the length of time it usually takes for visitors to make their first purchases, you can
better tailor your site content, information, promotions, etc., to target those audiences
or accelerate the process
 This report uses the short Break Down and Details menus, and uses the
Visits Report-specific Success Metric. You can use these menus to drill
down through and uncover even more granular information, such as
revenue by days before first purchase for the top five products, and orders
by days before first purchase for the top five campaigns. Data for this report
may be viewed for all but the “Hourly” time period.
 Purchases that are made the same day as the first visit will appear as
“Same Day.”

DAYS SINCE LAST PURCHASE
REPORT
 The Days Since Last Purchase report shows the most common number
of days that pass between customers’ repeat purchases and allows you
to view the time periods that contributed most to your site’s key
success metrics, such as revenue and orders. For example, you see if
you received more revenue from customers who made multiple
purchases the same day, or went three days between purchases. You
can do the same for the number of orders or the number of units
purchased.
 This report uses the short Break Down and Details menus, and uses
the Visits Report-specific Success Metric. You can use these menus to
view your information at an even greater level of granular detail,
showing such things as revenue by repeat purchases according to
customer loyalty, and cart additions by repeat purchases by top five
products. You could also see if the size of the customer’s last purchase
affects the time that lapses before their next purchase. Data for this
report may be viewed for all but the “Hourly” time period.

Conversion Rates - Assisted vs. Last Interaction
Analysis
 This report uses the same functionality as the Multi-
Channel Funnels reports. It provides both the last touch
interaction value (i.e. conversions that happened in a
visit attributed to Google+) and also the assisted value
(i.e. conversions that happened in a visit following the
visit from Google+). Above is a screenshot of how it
looks and the explanation given by Google about the
metrics in the chart.
 Assisted Conversions and Assisted Conversion Value:
This is the number (and monetary value) of sales and
conversions the social network assisted. An assist
occurs when someone visits your site, leaves without
converting, but returns later to convert during a
subsequent visit. The higher these numbers, the more

Conversion Rates - Assisted vs. Last Interaction
Analysis
 Last Interaction Conversions and Last Interaction
Conversion Value: This is the number (and monetary
value) of last click sales and conversions. When
someone visits your site and converts, the visit is
considered a last click. The higher these numbers, the
more important the social network’s role in driving
completion of sales and conversions.
 Assisted/Last Interaction Conversions: This ratio
summarizes the social network’s overall role. A value
close to 0 indicates that the social network functioned
primarily in a last click capacity. A value close to 1
indicates that the social network functioned equally in
an assist and a last click capacity. The more this value
exceeds 1, the more the social network functioned in
an assist capacity.

Definition
 Path analysis, in Internet website analytics, is a process of determining a sequence
of pages visited in a visitor session prior to some desired event, such as the visitor
purchasing an item or requesting a newsletter. The precise order of pages visited
may or may not be important and may or may not be specified. In practice, this
analysis is done in aggregate, ranking the paths (sequences of pages) visited prior to
the desired event, by descending frequency of use. The idea is to determine what
features of the website encourage the desired result. "Fallout analysis," a subset of
path analysis, looks at "black holes" on the site, or paths that lead to a dead end
most frequently, paths or features that confuse or lose potential customers

ENTRY PAGES REPORT
 The Entry Pages report shows how customers entering your site through various
“entry pages” affected your site’s various Success Metrics. An entry page is the first
page accessed by a person on the same visit a success event occurred. You can
use this report to see such things as how much revenue was generated from
customers that came through these pages or how often these pages were the entry
pages for the different loyal customer groups.
 This report uses the short Break Down and Details menus, and uses the Visits
Report-specific Success Metric. You can use the Break Down menu to compare all
entry pages against other metrics, such as revenue for products by entry page or
cart removals by customer loyalty for entry pages. The Details menu allows you to
compare individual entry pages against other metrics, such as units purchased by
new customers for certain pages or products purchased by different visitors from
individual entry pages. Data for this report may be viewed for all but the “Hourly” time
period

ENTRY REPORT
 The Entry report shows you, by percentage and by total visits, which
pages/channels/categories on your site are the first ones seen by new visitors.
 The Entry report also provides additional drill-down functionality through pop-up
menus. Click any item name to bring up a Drill-Down pop-up menu. Data for this
 Report Uses
 Identify which of your Web pages are the most frequent points of entry.
 Optimize the primary entry points on your site.
 Drive entry traffic to your key messages

EXIT REPORT
 The Exit report shows you, by percentage and by total visits, which locations on your
site were the last that visitors viewed before leaving your site.
 The Exit report also provides additional drill-down functionality through pop-up
menus. Click any item name to bring up a Drill-Down pop-up menu. Data for this
 Report Uses
 Identify which of your Web pages are the most frequent exit points.
 Determine where adjustments can be made to increase visitor retention.

EXIT LINKS REPORT
 The Exit Links report shows you the links that your visitors click to leave your site
and go to another site. Exit links are those links that take your visitor to another site.
Most common examples of exit links are links to partners, affiliates, etc.
 Without the Exit Links report, you may know that 5% of your visitors exit from the
Partners page, but you will not know which partner was chosen most often. With the
Exit Links report, you may see that visitors chose Partner A 40% of the time and
Partner B only 2% of the time. This report only appears in the Paths reporting
section.
 Report Uses
 Determine the most commonly used link on a Partner's page.
 Determine which exit link from your entire site is most frequently used.
 Validate the number of referrals that your partners' state you provided

FULL PATHS REPORT
 The new Full Paths report replaces and is very similar to the old Site Paths report.
Key differences include:
 The Full Paths report shows complete paths, from when visitors enter site to when visitors exit site.
The Site Paths report showed the first five pages of entry paths.
 Full Paths now includes single-page paths, which are typically the most common paths. The Site
Paths report excludes single-page paths.
 This report also has three other options in the Report Status header: Selected
Entry Page, Showing paths containing and Path Lengths. The Selected Entry
Page option lets you choose the specific beginning point for browsing paths.
Showing paths containing lets you choose which site page the paths shown must
include. Path Lengths lets you limit the lengths of paths that are shown in the report.
Data for this report may be viewed for all but the “Hourly” time period.
 Report Uses
 See exactly how each visitor browses through your site, from start to finish.
 Determine not only entrances and exits, but also every page between to better evaluate your site's
size and relevance in relation to initial customer interest.
 Understand the way visitors navigate your site and the paths they take so you can tailor your
messaging and sales delivery to elicit favorable results.
 Site Penetration Index (SPI)

LONGEST PATHS REPORT
 The Longest Paths report displays the longest paths
taken by visitors to your site during the selected time
period. It helps identify the recurring patterns exhibited
by the visitors that spend the most time on your site. You
can view the complete path, including each page visited,
for the longest paths.
 Report Uses
 Identify the page-viewing patterns that lead to the longest paths.
 Gauge your site's stickiness by assessing whether your longest paths
are closer to 50 pages or 1500 pages

PATH LENGTH REPORT
 The Path Length report shows you how deep visitors browse into
your site (both by percentage and by total count). In other
words, the report indicates how many pages the average visitor to
your site views before leaving. Below this information is the average
pages per visit statistic, which displays the average number of
pages visitors view during the specified time period. Data for this
 Report Uses
 Determine how many of your visitors are willing to explore to your desired site
depth.
 Optimize your messaging to reach visitors before they exit.
 Average Visit Depth

SINGLE-PAGE VISITS REPORT/SINGLE ACCESS
REPORTS
 The Single-page Visits report shows pages that
are most often both the entry and exit page for
visitor browsing sessions. This means that
visitors view just this page without browsing to
any other page in your site. Data for this report
may be viewed for all but the “Hourly” time
period.
 Report Uses
 Identify the entry pages that are least likely to compel a visitor to
explore your Web site further.
 Get an overview of pages that are affected by single access
pages.
 Optimize the content and navigation of Single Access Pages to reduce visitor exits.

ORIGINAL ENTRY PAGES REPORT
 The Original Entry Pages report shows the original entry pages that visitors to your
site viewed. Whereas an entry page is the first page accessed by a person on the
same visit a success event occurred, an original entry page captures the first page
accessed by a person on their first (original visit) to the site. The Original Entry
Pages report lets you see things like the amount of revenue generated by customers
who came through common original entry pages or the number of visitors that came
through the different original entry pages.
 This report uses the short Break Down and Details menus, and uses the Visits
Report-specific Success Metric. You can use these menus to compare original entry
page statistic against other commerce metrics, such as viewing the amount of
revenue generated by loyal customers from various original entry pages or the
number of checkouts made by customers who visited various campaigns from
different original entry pages. Data for this report may be viewed for all but the
“Hourly” time period

CLICKS TO PAGE/REPORT DEPTH
REPORTS
 The Clicks to Page Report identifies the depth to which each page within your site is
visited. Depth for a page is measured by counting the number of pages viewed
before it. For example, if your "About Us" page is the third page visited by a given
visitor, its depth for that visit is three. This report is laid out similarly to the Previous
and Next Page reports, except the sub-items show the percentage of visitors that
saw that page first, second, etc. Data for this report may be viewed for all but the
“Hourly” time period. The Clicks to Page report appears only in the Paths reporting
section. The Depth reports appear in the Channel, Site Categories, and Site Sub-
Categories sections.
 Report Uses
 Identify which pages compel your visitors to travel the deepest into your site.
 Optimize content and navigation to make key content more accessible.

Path Analysis
 Paths that shows the customer journey may
be showing that lot of people have been
tracked but the result of analysing paths is
confusing and does not lead anywhere
 Path analysis has become redundant post
the search features
 Is there an Optimal Path –
 Linearity – In reality no one follows the
linearity path
 Rich Experiences making the path analysis a
less useful

Path Analysis
 Structured Experiences
 Alternatives to path analysis:
 Click Track Funnel Reports
 GA Entrance Path Report
The target to measure if the page is doing
its job for what it is built for

For Q&A:
Contact: gayatrichoda@gmail.com
Thank you

Module 2 onsite webanalytics

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