First 3 Pages
Where to Begin
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 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.
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.
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
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
Categories refer to the very basic “family” to
which your content belongs. For example, a
“Video” category could be used for any videos on
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”.
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.