This document provides an overview of analytics and metrics that can be used to measure website and social media performance. It discusses Google Analytics and the types of data it can track, including visits, pageviews, traffic sources, user behavior, and conversions. It also covers metrics for Facebook, Twitter, Pinterest, and other social networks like followers, engagement, and demographics. The document emphasizes measuring both hard metrics like clicks and sales as well as softer metrics for social media like user sentiment. It concludes with comparing performance to past periods, competitors, and industry benchmarks.

1. 9/26/2013

2. 2

3. Why Analytics
“What gets measured
gets managed.”
-Peter Drucker
3

4. Data Is Everywhere
 Computers make it easy
to store digital
interactions
 Typically you have
access to this information
4

5. Better Tools
 Services are providing
more than just the raw
data
 Graphs, charts, and other
insights are now built in
 Raw data downloads are
still available
5

6. Downsides
 Data is largely fractured
 Analysis Paralysis
6

7. What Can You Do With The
Measurements?
7
 Change design
 Finding effective
content
 Change external
marketing mix

8. 8

9. Why Google Analytics (GA)
 Free
 Easy to install
 Lots of details
9

10. How Does It Work
 Little piece of code on all
pages of your website
 Can leave it off of pages
you don’t want to track
10

11. Downsides
 Doesn’t track everyone
 Visitors cookies need to
be enabled
 Requires Google
account
 Privacy
11

12. Vs. Other Packages
 Webalizer
 Analog
 Webtrends
 Uses the raw server logs
 Lots of noise
12

13. Interaction With Google
Search
 Does send info about
your site and your visitors
back to Google
 “If a service is free, you’re
the product.”
13

14. Visits and Pageviews
 Visits-how many
individual people visit the
site
 Pageviews-total number
of pages that visitors
have viewed on the site
 Sometimes called “hits”
interchangeably
14

15. Pages/Visit and
Avg. Visit Duration
 Pages/Visit -number of
pages/divided by the
number of visits
 Avg. Visit Duration
15

16. % New Visits and
Unique Visitors
 % New Visits -how many
visitors to your site are first
time visitors
 Unique visits-number of
unduplicated visitors
during the current time
period
16

17. Bounce Rate
 Percentage of visits that
go only one page before
exiting a site
 Use A/B testing and
mouse tracking to
determine what keeps
people on your site
17

18. Location
and Language
 Location from your ISP
 Language from your
web browser
18

19. Behavior: New vs. Returning
 A measure of how
compelling the site’s
content is.
 Returning visitors: is there
a favorite category or
section of the site that
they’re revisiting?
 New visitors: are you
updating enough?
19

20. Mobile % of mobile, devices
 Do you need a better
mobile experience
20
Responsive Mobile

21. Traffic Sources - Search
 Organic
 Paid
21

22. Traffic Sources - Referral
 Include social sharing
buttons on your site
 Guest post on other
websites and include
your link in the post
 Web site fields on site
profiles
 Forum posts
 Comments
22

23. Traffic Sources - Direct
 Directly typing your
website into the browser
 Clicking on a link in an
email
 Using a browser’s
bookmark
 Clicking a link
embedded in a
document, PDF, excel, or
other file
23

24. Visitor Flow
 Source
 Location
 Technology (ex. desktop
vs. mobile)
 Digital ads
 Keywords
 Drop off rates tell you
where you losing your
visitors
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25. Conversions
 What do you want the
visitor to do?
 Fill out a contact form
 Sign up for a mailing list
 Click on a chat widget
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26. Goals - Ecommerce
 Add product to cart
 Go to cart
 Review cart
 Input payment information
 Confirm payment
information
 Thank you for purchasing!
 Many eCommerce
packages build this in since
GA is everywhere
26

27. Google Analytics
Social Reporting Tool
 How does social
media affect goals
 Which networks drive
traffic
 Where people are
discussing your
organization
27

28. Measure – Hard Metrics
 Easy to do with
eCommerce but harder
to do with services.
 Need to create custom
web addresses to share
to track in detail.
28

29. 29

30. Measure – Soft Metrics
30
 Number of followers on
social media networks
 Number of posts,
comments, Tweets, etc.
 Key influencers, who
already have a following
that is talking about you
 Share of conversation

31. Measure
31
 What are they saying?
 Are they saying good or
bad things about you? Are
the good comments
increasing?
 Where is the conversation
occurring? (blogs, news
sites, forums, social media
sites)

32. Measure – Hard
Metric Comparisons
 Pay Per Click (PPC) =
 Cost Per Click (CPC)
 Cost Per 1000 Impressions
(CPM)
 Get comparison rates
from Google or
Facebook ads

33. 33

34. Insight Areas
 Pages
 Posts
 People
34

35. Page Analytics
 Number of Likes
 Number of Unlikes
 Source of Likes
35

36. Post Insights
 Number of People who
saw posts on your page.
 Actions taken on posts
(like, share, comment)
36

37. People Insights
 Demographics
 Location
37

38. Facebook-EdgeRank
 Affinity – relationship with
object (is this person a
friend or did they just Like
something)
 Weight-type of post
(images have the highest
weight)
 Time Decay-decreases as
content ages
 edgerankchecker.com
38
∑ = Ue x We x De
= Affinity x
Weight x
Decay

39. 39

40. Timeline Activity
 Mentions
 Follows
 Unfollows
40

41. Timeline Activity
 Favs
 Retweets
 Replies
41

42. Follower Information
 Number of followers
 Interests
 Location
 Gender
 Who your followers follow
42

43. 43

44. Pinterest Analytics
 Only on business
accounts
 Similar metrics to other
social networks
44

45. Pinterest Metrics
 Pins
 Pinners
 Repins
 Repinners
 Impressions
 Reach
45
 Clicks
 Visitors
 Most Recent Pins
 Most Repinned
 Most Clicked

46. 46

47. Hootsuite
 Reports from multiple
social media networks in
one place
 Some report requires a
pro account
47

48. Commun.it
48

49. Link Shorteners
 Example: Bit.ly
 Integrates with lots of
services (ex. Twitter)
 What percentage of your
clicks contributed to the
overall number of clicks
on that link
49

50. Click Tale
 How visitors are
interacting with your site
 What they are pausing
their mouse over
50

51. Paid Tools
 Sprout Social
 Radian 6
 SocialBro
 Twitalyzer
51

52. 52

53. Vs. Comparison
 Vs. Last Period
 Vs. YAG
 Vs. Industry
53

54. Competitors or industry
 Google analytics lets you
select your industry
 Many social media
metrics are open for
public viewing
54

56. collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012
collin@bluezoocreative.com
Twitter.com/ccondray
479-966-9575
9/26/2013