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Show	
  me	
  the	
  numbers:	
  
        basic	
  metrics	
  
                  Susan	
  Mernit	
  
    Oakland	
  Local	
  at	
  Learning	
  LAB	
  2013	
  
Renaissance	
  Journalism	
  Center,	
  SF	
  University	
  
                January	
  11,	
  2013	
  
What	
  we’re	
  discussing	
  
•  How	
  can	
  I	
  look	
  at	
  core	
  metrics	
  and	
  use	
  them	
  to	
  grow	
  
   what	
  I	
  do?	
  
•  What	
  are	
  the	
  basic	
  tools	
  and	
  8ps	
  to	
  work	
  with?	
  
•  How	
  do	
  I	
  make	
  decisions	
  based	
  on	
  metrics	
  data?	
  
•  What	
  are	
  best	
  prac8ces	
  to	
  follow	
  working	
  with	
  
   metrics	
  in	
  an	
  ongoing	
  way?	
  
•  What	
  are	
  some	
  good	
  8me	
  management	
  prac8ces	
  
   around	
  metrics	
  repor8ng	
  


2                                All	
  rights	
  reserved.	
  Houseoflocal.org	
  
QuesMons	
  Answered	
  

  How	
  can	
  I	
  look	
  at	
  
                                       What	
  are	
  the	
  basic	
                          How	
  do	
  I	
  make	
  
core	
  metrics	
  and	
  use	
  
                                        tools	
  and	
  8ps	
  to	
                         decisions	
  based	
  on	
  
them	
  to	
  grow	
  what	
  I	
  
                                          work	
  with?	
                                     metrics	
  data?	
  
              do?	
  

                        What	
  are	
  best	
  
                                                                     What	
  are	
  some	
  good	
  
                      prac8ces	
  to	
  follow	
  
                                                                      Mme	
  management	
  
                        working	
  with	
  
                                                                       pracMces	
  around	
  
                        metrics	
  in	
  an	
  
                                                                      metrics	
  reporMng?	
  
                        ongoing	
  way?	
  


   3                                    All	
  rights	
  reserved.	
  Houseoflocal.org	
  
GeQng	
  started	
  with	
  metrics
                                             	
  
•  Web	
  analy)cs	
  is	
  the	
  
   measurement,	
  
   collecMon,	
  analysis	
  
   and	
  reporMng	
  of	
  
   internet	
  data	
  for	
  
   purposes	
  of	
  
   understanding	
  and	
  
   opMmizing	
  web	
  usage	
  

  Metrics are CORE for any small site operator
   4                         All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Core	
  measurement	
  tools
                                    	
  




Google Analytics

                                                                            Facebook & Facebook
                                                                            Insights
     Twitter & Tweetreach


                        All	
  rights	
  reserved.	
  Houseoflocal.org	
                  5	
  
• Google	
  Analy)cs	
  dashboard	
  
measures	
  site	
  data	
  including	
  
• Traffic	
  
• Audience	
  
• Content	
  
• Geography	
                 knightdigitalmediacenter.org	
  
                                                    6
EssenMal	
  GA	
  metrics	
  to	
  evaluate	
  
    –  Time	
  spent	
  
    –  Pages	
  viewed	
  
    –  Returning	
  vs.	
  new	
  visitors	
  
    –  Referral	
  source	
  
    –  LocaMon	
  
    –  Unique	
  visitors	
  
    –  Page	
  views	
  
    –  PlaYorms	
  

    But	
  it’s	
  a	
  matrix:	
  Metrics	
  are	
  most	
  meaningful	
  	
  
    in	
  relaMonship	
  to	
  one	
  another	
  
7                                  All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Watching	
  the	
  GA	
  connecMons	
  to	
  
         drive	
  site	
  growth 	
  
•  Google	
  AnalyMcs	
  factors: 	
  	
  
    –  Referral	
  traffic:	
  Where	
  are	
  the	
  most	
  engaged	
  users	
  
       coming	
  from?	
  (referral	
  traffic/Mme	
  spent	
  metrics)	
  
    –  Content	
  behaviors:	
  What	
  is	
  average	
  )me	
  spent	
  
       per	
  story?	
  How	
  do	
  content	
  stats	
  per	
  story	
  (NOT	
  
       averages)	
  relate?	
  
    –  Content:	
  What	
  keywords	
  drive	
  traffic	
  for	
  my	
  site?	
  
    –  What	
  are	
  top	
  entrance	
  pages	
  (correlate	
  with	
  
       search	
  engine	
  traffic)	
  

                            All	
  rights	
  reserved.	
  Houseoflocal.org	
     8	
  
Decisions	
  based	
  on	
  Google	
  
                 AnalyMcs      	
  
•  Type	
  of	
  content	
  (topics,	
  trending	
  issues,	
  cost)	
  
•  Geographic	
  focus	
  (review	
  of	
  locaMon	
  &	
  
   mission)	
  
•  Social	
  media	
  markeMng	
  outreach:	
  Focus	
  on	
  
   top	
  social	
  media	
  referral	
  sources	
  based	
  on	
  
    –  Top	
  referrers	
  
    –  Best	
  Mme	
  spent	
  metrics	
  from	
  specific	
  referrers	
  
    –  Campaign	
  reviews	
  (newsleders)	
  

                            All	
  rights	
  reserved.	
  Houseoflocal.org	
     9	
  
LocaMon:	
  Checking	
  geographic	
  
                   focus	
  

The	
  LocaMon	
  tab	
  
(under	
  Audience	
  
Demographics)	
  
shows	
  where	
  your	
  
audience	
  is	
  from—
essen)al	
  for	
  sales/
funders	
  




10                           All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Understanding	
  Mobile	
  




     Under Audience, Google Analytics will tell you what percentage of
     your audience Is via mobile—and which platforms

11                        All	
  rights	
  reserved.	
  Houseoflocal.org	
  
GA:	
  Checking	
  content	
  &	
  interest	
  vs.	
  
                                  referrals
                                          	
  




IMPACT:	
  Improve	
  
understanding	
  
of	
  top	
  content	
  and	
  referral	
  
sources	
  
   12                                         All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Other	
  core	
  metrics	
  tools
                                           	
  

                         Facebook Insights   Twitter
                         Likes               Followers
                         Comments            Retweets
                                             Tweet reach




     Facebook Insights

                                                           Measures tweet
Measures Facebook
                                                           impact
page data


                                                                       13
Facebook	
  Insights-­‐Admins	
  can	
  access
                                                  	
  




                                                    Insights	
  is	
  the	
  equivalent	
  
                                                    Of	
  Google	
  Analy)cs	
  for	
  
                                                    Business—not	
  personal-­‐Facebook	
  
                                                    pages—need	
  30+	
  followers	
  
                                                    Data	
  is	
  exportable—correlate	
  with	
  
                                                    Google	
  Analy)cs	
  in	
  your	
  analyses	
  




14                    All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Use	
  the	
  FB	
  demographics	
  data!
                                              	
  




Who’s	
  talking	
  shows	
  demographics—key	
  for	
  adverMsers—and	
  for	
  
targeMng	
  content	
  


15                                    All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Facebook	
  provides	
  INSTANT	
  
                   feedback  	
  
 Content	
  &	
  Audience	
                                   Ads	
  &	
  social	
  marke)ng	
  
 •  What’s	
  popular	
  (views)	
                            •  Tracking	
  response	
  on	
  social	
  
 •  What’s	
  being	
  referred	
  (viral)	
                     markeMng/promoMon	
  posts	
  
 •  Who	
  is	
  your	
  audience	
                           •  Tracking	
  likes	
  &	
  reposts	
  
    (followers	
  &	
  demographics)	
  




Apply	
  Facebook	
  data	
  to	
  recruit	
  new	
  adverMsers,	
  	
  
fine	
  tune	
  your	
  content,	
  define	
  audiences,	
  drive	
  traffic	
  to	
  website	
  

                                   All	
  rights	
  reserved.	
  Houseoflocal.org	
                     16	
  
Tweetreach	
  is	
  a	
  criMcal	
  Twider	
  
        	
  metrics	
  tool	
  
                                                 17
•         Shows	
  most	
  retweeted	
  

•         Shows	
  top	
  retweeters	
  

•         Shows	
  top	
  tweets	
  and	
  how	
  far	
  each	
  reach	
  




     18                                               All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Oakland	
  Local:	
  Tweetreach	
  

How	
  many	
  people	
  are	
  
you	
  reaching	
  via	
  
TwiNer—and	
  who	
  are	
  
they?	
  Tweetreach	
  
gives	
  you	
  data	
  




      19                           All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Tweetreach	
  report	
  
                                                    First	
  screen	
  




All	
  rights	
  reserved.	
  Houseoflocal.org	
                         20	
  
Tweetreach	
  data	
  dive—who’s	
  
                                           ContribuMng	
  to	
  your	
  stream?	
  




All	
  rights	
  reserved.	
  Houseoflocal.org	
                                       21	
  
Workflow	
  and	
  process	
  best	
  
                                    pracMces	
  
Source: http://fobango.com




                                                            knightdigitalmediacenter.org	
  
                                                                                 22
Create	
  a	
  reporMng	
  dashboard	
  to	
  
        track	
  stats	
  over	
  Mme-­‐	
  Excel
                                                	
  
Spreadsheet tracking
key metrics month by
month, quarter by
quarter.

Build or download a
template to collect
data

Check data weekly
23                   All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Your	
  dashboard	
  should	
  track	
  	
  

                                                                                         Let’s	
  discuss:	
  how	
  does	
  this	
  work	
  	
  
•    Google	
  Analy)cs	
                                                                as	
  a	
  weekly/daily	
  report?	
  
•    Unique	
  visitors	
  
•    First	
  Mme	
  vs.	
  repeat	
  visitors	
  
•    Time	
  on	
  site	
  
•    Pages	
  per	
  visit	
  
•    Bounce	
  rate	
  
•    Top	
  10	
  Content	
  (by	
  page	
  views	
  or	
  by	
  unique	
  visitors)	
  
•    Number	
  of	
  comments	
  (conversion	
  goal)	
  
•    Number	
  of	
  member	
  blog	
  posts	
  (conversion	
  goal)	
  
•    New	
  members	
  (conversion	
  goal)	
  
•    Top	
  referring	
  sources	
  

                                     All	
  rights	
  reserved.	
  Houseoflocal.org	
                                                 24	
  
Your	
  dashboard	
  should	
  track	
  	
  

                                                                               Let’s	
  discuss:	
  how	
  does	
  this	
  work	
  	
  
                                                                               as	
  a	
  weekly/daily	
  report?	
  
•  Facebook	
  Insights	
  
    •  Followers	
  
    •  Demographics	
  
    •  LocaMon	
  
•  Likes/virality	
  
•  Tweetreach	
  
    •  Top	
  Tweets	
  
    •  Top	
  Tweeters	
  
    •  Most	
  retweeted	
  

                           All	
  rights	
  reserved.	
  Houseoflocal.org	
                                                 25	
  
Want	
  to	
  learn	
  more?	
  
                                           Videos	
  on	
  the	
  Official	
  
                                              Google	
  AnalyMcs	
  
                                             YouTube	
  Channel	
  	
  
                                           are	
  a	
  quality	
  resource.	
  



26   All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Putting knowledge
To work—



                                Things	
  to	
  	
  Ask	
  &	
  Try	
  


        27                                             All	
  rights	
  reserved.	
  Houseoflocal.org	
  
Source: http://blog.podio.com
When	
  do	
  you	
  check	
  stats?	
  
•  Daily	
  or	
  weekly	
           •  Monthly	
  
   – 30	
  minutes	
  or	
  less	
      –  90	
  minutes	
  
                                        –  Review	
  all	
  stat	
  sources	
  
   – Look	
  at	
  basic	
              –  Build	
  a	
  monthly	
  report	
  
     weekly	
  stats	
                  –  Compare	
  6	
  month	
  trend	
  
      • Top	
  content	
                   data	
  
                                            •  Google	
  AnalyMcs	
  
      • Top	
  referrers	
                  •  Facebook	
  Insights	
  
                                            •  Tweetreach	
  
      • Time	
  spent/
        bounce	
  metrics	
  
                            All	
  rights	
  reserved.	
  Houseoflocal.org	
     28	
  
PuUng	
  info	
  to	
  work-­‐-­‐Start	
  with	
  
               basic	
  analysis	
  
Planning	
  
•  What	
  is	
  your	
  site’s	
  greatest	
  strength	
  according	
  to	
  
   Google	
  AnalyMcs?	
  
   •  Example:	
  High	
  number	
  of	
  returning	
  visits,	
  high	
  Mme	
  
       spent	
  on	
  pages	
  metrics	
  
   •  Use	
  stats	
  to	
  portray	
  your	
  strengths-­‐Create	
  a	
  1	
  pager	
  
•  What	
  is	
  a	
  problem	
  you	
  see	
  in	
  your	
  site	
  that	
  Google	
  
   AnalyMcs	
  shows	
  you?	
  
    –  Example:	
  High	
  bounce	
  rate,	
  poor	
  referrals	
  from	
  
       social	
  media	
  despite	
  puQng	
  investment	
  there	
  
    –  Use	
  stats	
  to	
  portray-­‐-­‐Create	
  a	
  1	
  pager	
  
                                   All	
  rights	
  reserved.	
  Houseoflocal.org	
         29	
  
Workflow:	
  Monthly	
  reporMng?	
  
•  What	
  does	
  a	
  monthly	
  report	
  about	
  your	
  site	
  
   look	
  like?	
  
    –  Construct	
  a	
  monthly	
  report	
  across	
  all	
  data	
  sources	
  
       highlighMng	
  metrics	
  you	
  consider	
  meaningful/
       important	
  
    –  Make	
  some	
  inferences/asserMons	
  and	
  test	
  them	
  




                             All	
  rights	
  reserved.	
  Houseoflocal.org	
     30	
  
Followup	
  
•  Should	
  we	
  have	
  a	
  peer	
  learning	
  circle?	
  More	
  
   trainings?	
  YOU	
  TELL	
  US	
  
    –  If	
  yes,	
  contact	
  susan@oaklandlocal.com	
  
    –  More	
  on	
  metrics	
  (including	
  the	
  basics):	
  
       hdp://slideshare.com/susanmernit	
  
    –  More	
  individual	
  and	
  group	
  training	
  possible—
       contact	
  susan@oaklandlocal.com	
  
    – See	
  this	
  preso	
  and	
  download	
  at	
  
      hNp://slideshare.com/susanmernit	
  
                          All	
  rights	
  reserved.	
  Houseoflocal.org	
     31	
  

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Jan 11 2013 learning lab 2013 show me the metrics

  • 1. Show  me  the  numbers:   basic  metrics   Susan  Mernit   Oakland  Local  at  Learning  LAB  2013   Renaissance  Journalism  Center,  SF  University   January  11,  2013  
  • 2. What  we’re  discussing   •  How  can  I  look  at  core  metrics  and  use  them  to  grow   what  I  do?   •  What  are  the  basic  tools  and  8ps  to  work  with?   •  How  do  I  make  decisions  based  on  metrics  data?   •  What  are  best  prac8ces  to  follow  working  with   metrics  in  an  ongoing  way?   •  What  are  some  good  8me  management  prac8ces   around  metrics  repor8ng   2 All  rights  reserved.  Houseoflocal.org  
  • 3. QuesMons  Answered   How  can  I  look  at   What  are  the  basic   How  do  I  make   core  metrics  and  use   tools  and  8ps  to   decisions  based  on   them  to  grow  what  I   work  with?   metrics  data?   do?   What  are  best   What  are  some  good   prac8ces  to  follow   Mme  management   working  with   pracMces  around   metrics  in  an   metrics  reporMng?   ongoing  way?   3 All  rights  reserved.  Houseoflocal.org  
  • 4. GeQng  started  with  metrics   •  Web  analy)cs  is  the   measurement,   collecMon,  analysis   and  reporMng  of   internet  data  for   purposes  of   understanding  and   opMmizing  web  usage   Metrics are CORE for any small site operator 4 All  rights  reserved.  Houseoflocal.org  
  • 5. Core  measurement  tools   Google Analytics Facebook & Facebook Insights Twitter & Tweetreach All  rights  reserved.  Houseoflocal.org   5  
  • 6. • Google  Analy)cs  dashboard   measures  site  data  including   • Traffic   • Audience   • Content   • Geography   knightdigitalmediacenter.org   6
  • 7. EssenMal  GA  metrics  to  evaluate   –  Time  spent   –  Pages  viewed   –  Returning  vs.  new  visitors   –  Referral  source   –  LocaMon   –  Unique  visitors   –  Page  views   –  PlaYorms   But  it’s  a  matrix:  Metrics  are  most  meaningful     in  relaMonship  to  one  another   7 All  rights  reserved.  Houseoflocal.org  
  • 8. Watching  the  GA  connecMons  to   drive  site  growth   •  Google  AnalyMcs  factors:     –  Referral  traffic:  Where  are  the  most  engaged  users   coming  from?  (referral  traffic/Mme  spent  metrics)   –  Content  behaviors:  What  is  average  )me  spent   per  story?  How  do  content  stats  per  story  (NOT   averages)  relate?   –  Content:  What  keywords  drive  traffic  for  my  site?   –  What  are  top  entrance  pages  (correlate  with   search  engine  traffic)   All  rights  reserved.  Houseoflocal.org   8  
  • 9. Decisions  based  on  Google   AnalyMcs   •  Type  of  content  (topics,  trending  issues,  cost)   •  Geographic  focus  (review  of  locaMon  &   mission)   •  Social  media  markeMng  outreach:  Focus  on   top  social  media  referral  sources  based  on   –  Top  referrers   –  Best  Mme  spent  metrics  from  specific  referrers   –  Campaign  reviews  (newsleders)   All  rights  reserved.  Houseoflocal.org   9  
  • 10. LocaMon:  Checking  geographic   focus   The  LocaMon  tab   (under  Audience   Demographics)   shows  where  your   audience  is  from— essen)al  for  sales/ funders   10 All  rights  reserved.  Houseoflocal.org  
  • 11. Understanding  Mobile   Under Audience, Google Analytics will tell you what percentage of your audience Is via mobile—and which platforms 11 All  rights  reserved.  Houseoflocal.org  
  • 12. GA:  Checking  content  &  interest  vs.   referrals   IMPACT:  Improve   understanding   of  top  content  and  referral   sources   12 All  rights  reserved.  Houseoflocal.org  
  • 13. Other  core  metrics  tools   Facebook Insights Twitter Likes Followers Comments Retweets Tweet reach Facebook Insights Measures tweet Measures Facebook impact page data 13
  • 14. Facebook  Insights-­‐Admins  can  access   Insights  is  the  equivalent   Of  Google  Analy)cs  for   Business—not  personal-­‐Facebook   pages—need  30+  followers   Data  is  exportable—correlate  with   Google  Analy)cs  in  your  analyses   14 All  rights  reserved.  Houseoflocal.org  
  • 15. Use  the  FB  demographics  data!   Who’s  talking  shows  demographics—key  for  adverMsers—and  for   targeMng  content   15 All  rights  reserved.  Houseoflocal.org  
  • 16. Facebook  provides  INSTANT   feedback   Content  &  Audience   Ads  &  social  marke)ng   •  What’s  popular  (views)   •  Tracking  response  on  social   •  What’s  being  referred  (viral)   markeMng/promoMon  posts   •  Who  is  your  audience   •  Tracking  likes  &  reposts   (followers  &  demographics)   Apply  Facebook  data  to  recruit  new  adverMsers,     fine  tune  your  content,  define  audiences,  drive  traffic  to  website   All  rights  reserved.  Houseoflocal.org   16  
  • 17. Tweetreach  is  a  criMcal  Twider    metrics  tool   17
  • 18. •  Shows  most  retweeted   •  Shows  top  retweeters   •  Shows  top  tweets  and  how  far  each  reach   18 All  rights  reserved.  Houseoflocal.org  
  • 19. Oakland  Local:  Tweetreach   How  many  people  are   you  reaching  via   TwiNer—and  who  are   they?  Tweetreach   gives  you  data   19 All  rights  reserved.  Houseoflocal.org  
  • 20. Tweetreach  report   First  screen   All  rights  reserved.  Houseoflocal.org   20  
  • 21. Tweetreach  data  dive—who’s   ContribuMng  to  your  stream?   All  rights  reserved.  Houseoflocal.org   21  
  • 22. Workflow  and  process  best   pracMces   Source: http://fobango.com knightdigitalmediacenter.org   22
  • 23. Create  a  reporMng  dashboard  to   track  stats  over  Mme-­‐  Excel   Spreadsheet tracking key metrics month by month, quarter by quarter. Build or download a template to collect data Check data weekly 23 All  rights  reserved.  Houseoflocal.org  
  • 24. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work     •  Google  Analy)cs   as  a  weekly/daily  report?   •  Unique  visitors   •  First  Mme  vs.  repeat  visitors   •  Time  on  site   •  Pages  per  visit   •  Bounce  rate   •  Top  10  Content  (by  page  views  or  by  unique  visitors)   •  Number  of  comments  (conversion  goal)   •  Number  of  member  blog  posts  (conversion  goal)   •  New  members  (conversion  goal)   •  Top  referring  sources   All  rights  reserved.  Houseoflocal.org   24  
  • 25. Your  dashboard  should  track     Let’s  discuss:  how  does  this  work     as  a  weekly/daily  report?   •  Facebook  Insights   •  Followers   •  Demographics   •  LocaMon   •  Likes/virality   •  Tweetreach   •  Top  Tweets   •  Top  Tweeters   •  Most  retweeted   All  rights  reserved.  Houseoflocal.org   25  
  • 26. Want  to  learn  more?   Videos  on  the  Official   Google  AnalyMcs   YouTube  Channel     are  a  quality  resource.   26 All  rights  reserved.  Houseoflocal.org  
  • 27. Putting knowledge To work— Things  to    Ask  &  Try   27 All  rights  reserved.  Houseoflocal.org   Source: http://blog.podio.com
  • 28. When  do  you  check  stats?   •  Daily  or  weekly   •  Monthly   – 30  minutes  or  less   –  90  minutes   –  Review  all  stat  sources   – Look  at  basic   –  Build  a  monthly  report   weekly  stats   –  Compare  6  month  trend   • Top  content   data   •  Google  AnalyMcs   • Top  referrers   •  Facebook  Insights   •  Tweetreach   • Time  spent/ bounce  metrics   All  rights  reserved.  Houseoflocal.org   28  
  • 29. PuUng  info  to  work-­‐-­‐Start  with   basic  analysis   Planning   •  What  is  your  site’s  greatest  strength  according  to   Google  AnalyMcs?   •  Example:  High  number  of  returning  visits,  high  Mme   spent  on  pages  metrics   •  Use  stats  to  portray  your  strengths-­‐Create  a  1  pager   •  What  is  a  problem  you  see  in  your  site  that  Google   AnalyMcs  shows  you?   –  Example:  High  bounce  rate,  poor  referrals  from   social  media  despite  puQng  investment  there   –  Use  stats  to  portray-­‐-­‐Create  a  1  pager   All  rights  reserved.  Houseoflocal.org   29  
  • 30. Workflow:  Monthly  reporMng?   •  What  does  a  monthly  report  about  your  site   look  like?   –  Construct  a  monthly  report  across  all  data  sources   highlighMng  metrics  you  consider  meaningful/ important   –  Make  some  inferences/asserMons  and  test  them   All  rights  reserved.  Houseoflocal.org   30  
  • 31. Followup   •  Should  we  have  a  peer  learning  circle?  More   trainings?  YOU  TELL  US   –  If  yes,  contact  susan@oaklandlocal.com   –  More  on  metrics  (including  the  basics):   hdp://slideshare.com/susanmernit   –  More  individual  and  group  training  possible— contact  susan@oaklandlocal.com   – See  this  preso  and  download  at   hNp://slideshare.com/susanmernit   All  rights  reserved.  Houseoflocal.org   31