web analytics

Free ebook: Web Analytics - Where to Begin

Web analytics provide you with a better understanding of how visitors are finding your website, how they interact with it, and how effectively your website is contributing to your business goals. This e-book will show you how to: 1. Identify Key Performance Indicators (KPIs) and Micro Conversions (MCs) 2. Utilize Events in order to track KPIs and MCs 3. Implement Campaign Tracking 4. Utilize Data Segmentation 5. Generate actionable reports

First 3 Pages

WEB ANALYTICS Where to Begin e-book SPOILER ALERT! People love the Internet. A lot. In fact, 92% of online adults rely on search engines when looking for information. That means your audience’s first interaction with your organization will be online. The first question you need to ask is, “Can they find us?” The second question is, “Does our website provide the information they’re looking for?” The answer to both questions lies within your website’s analytics. WHAT ARE WEBSITE ANALYTICS? Web analytics refers to the measurement, analysis, and reporting of data collected from a website. The purpose of which is to assist in optimizing a website’s content and user experience in order to achieve an organization’s online business goals. HOW CAN THEY HELP YOU? Web analytics provide you with a better understanding of how visitors are finding your website, how they interact with it, and ultimately, how effectively your website is contributing to your business goals. This eBook will provide you with a better understanding of what web analytics are and how you can use them to achieve your business goals. GLOSSARY of terms Key Performance Indicator Key Performance Indicators (KPIs) are the crucial data points that help you measure the success of your website. They are often specific to each organization, but include things like: Site visits, conversion rate, newsletter subscriptions, and contact form submissions. Micro Conversion Micro Conversions (MCs) are similar to KPIs, but refer to the data points which aren’t viewed as determining factors in the success of your website, such as: PDF downloads, video views, or blog comments. Again, will most likely be specific to each organization. Metrics A Metric is a specific data set, typically a number. For web analytics, you’ll have a different metric for total visitors, page views, link clicks, etc. Campaign A Campaign refers to the grouping of specific metrics that will be analyzed. For example, “June Email Campaign”, would monitor all traffic, clicks, and submissions linked to an organization’s monthly email. Events Events fall under the Campaign umbrella and refer to the ways in which visitors interact with content on your website without navigating to a new HTML page. This includes downloading a document, watching a video, or filling out a form. These events can be tracked in order to isolate specific metrics. Category Categories refer to the very basic “family” to which your content belongs. For example, a “Video” category could be used for any videos on your website. Action Actions refer to the way in which a user interacts with the content on your site. For a video it would be “play,” for a link it would be “click,” for a document it would be “download”. Segmentation Segments break down large amounts of data in order to make it easier to analyze and use. These can be as broad or as specific as you’d like. For example, USA web traffic > California web traffic > Los Angeles web traffic.