Published on March 13, 2014
Web Analytics Friday, July 26, 2013 1
1. Definition for web analytics 2. Need for web analytics 3. Terms used 4. How we do? Friday, July 26, 2013 2 Objective
1. Web Analytics Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage --By Wikipedia Friday, July 26, 2013 3
Friday, July 26, 2013 4 Any website owner always likes to know the below details: - Who is visiting their site - Where they come from and - What they do - What I can do to keep them interested again 2. Need for web analytics
3. Terms used Page Views - The number of times a page is viewed Unique Visitor – The number of inferred individual people visited in a given timeframe Repeat Visitor- Number of Unique Visitors with activity consisting of two or more Visits to a site Bounce rate – The % of traffic leaving the site immediately after hitting the landing page Referrer- The referrer is the page URL that originally generated the request for the current page view or object. Conversion – Macro(completion of desired action) & Micro conversions(smaller actions performed before completing the desired action) Friday, July 26, 2013 5
Understand our business objective our and measure our goals by using web analytic tools (Ex: Google Analytics, Omniture etc…) A. Business objective B. Traffic resource C. Tagging D. Analysis Friday, July 26, 2013 6 4. How we do?
A. Business objective and Goals Business is the purpose of the site. Some of the business objective of a websites are 1. E-Commerce – Intends to sell products (ebay.com, myntra.com etc…) 2. Lead generation – Collects info for sales purposes (justdial.com, fundoota.com…) 3. Content publishing- Showa advertising (Newspaper site, Blogs etc…) 4. Support- Help customer to solve problems 5. Branding – Drive awareness and engagement Friday, July 26, 2013 7
B. Traffic resource Traffic resource is the medium through which a visitors lands on a website. The traffic resources in web analytics are grouped as below. Direct traffic – The visits that comes directly by typing the website address Referral traffic – Visits through the URL’s placed in other sites (Social media sites like Facebook twitter etc…) Organic resources - Visits coming through search engines (Google, Yahoo!, Bing etc...) Friday, July 26, 2013 8
C. Tagging Tagging is the process by which a piece of html code is inserted to page or landing page so as to collect the details of Conversions, Traffic sources, etc. Ex: http://www.energyxxi.org/keystone- petition?utm_source=keystone_ad2&utm_medium=redstate&utm_cam paign=keystonexl_petition Friday, July 26, 2013 9
D. Analysis Analysis involves studying and interpreting the data collected to come up with better strategies. Friday, July 26, 2013 10
References Getting Started with Google Analytics Webinar Web Analytics Definitions Friday, July 26, 2013 11
Friday, July 26, 2013 12 ?
Friday, July 26, 2013 13 Thank you!
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