Web Success Metrics Keri Ungemah Strategic Design Management Office of Public Affairs

Pilot Program Overview Track web performance and determine key performance indicators of utexas.edu Install Google Analytics tracker ◦ Core utexas.edu pages ◦ Home pages of Colleges & Schools Technical aspects of installations for singular & dual trackers Check performance & accuracy

Caveats Only for pages tagged with utexas.edu Google Analytics tracker Pages continue to be added ◦ Home page tracking began 2/4/2010 ◦ Add tracker to your page! % Change year over year most relevant ◦ 2010 is baseline; March 2011 best data Social Media numbers are a snapshot & total No query strings available

Google Analytics Dashboard

Google Analytics Stats Total Visits Pageviews Direct Traffic Unique Visitors New Visitors Returning Visitors Depth of Visit

Other Stats Queries from the search box on utexas.edu Count of Facebook fans Count of Twitter followers Count of YouTube views

Web Success Metrics

Web Metrics – February 2010 Total Visits ◦ 2,746,597 Pageviews ◦ 4,583,257 Unique Visitors ◦ 953,331

Awareness Direct visits ◦ % of visitors who come directly to utexas.edu  Type in URL, bookmarks, etc. ◦ Direct visits/Total visits ◦ 2,036,095/2,746,597 = 74.1%

Engagement Repeat visits ◦ Visits from visitors who have previously been to utexas.edu ◦ Returning visits/total visits ◦ 1,851,686/2,746,597 = 67.4%

Engagement Internal search usage ◦ % of visitors who use the search function on utexas.edu ◦ Site searches/total visits Level of site usage ◦ Depth of visit – how many pages visitors access ◦ % of visitors 3 pages or less ◦ % of visitors 4 or more pages

Goal Conversions Giving to UT ◦ Online giving form performance ◦ Number of unique online visitors who give online Online giving form ◦ Visitors to confirmation page/visitors to online giving form ◦ 257/3,151 = 8.2% Overall online giving ◦ Visitors to confirmation page/total visitors ◦ 257/2,746,597 = 0.03%

Social Media – February 2010 Official UT Facebook fans = 3,530 Official UT Twitter followers = 2,831 Official UT YouTube views = 88,973

Social Media Totals in Know Social Media Directory ◦ Facebook = 96 accounts = 62,793 fans ◦ Twitter = 111 accounts = 59,017 followers ◦ YouTube = 19 accounts = 200,548 views Not unique fans/followers/views Add your page to the Know Directory ◦

Web Success Metrics

Top Content Pages Most pageviews of pages that are tagged with the utexas.edu Google Analytics tracker Pilot program – utexas.edu core pages and home pages of numerous Colleges and Schools Add the utexas.edu Google Analytics tracker to your page ◦

Top Ten Content Pages 1. Home page 2. Colleges & Schools list 3. Prospective Students 4. Undergraduate Admissions 5. Graduate Admissions Programs 6. Graduate Admissions 7. College of Natural Science home page 8. College of Liberal Arts home page 9. College of Communications home page 10. Staff Central

Keywords Most frequently used words typed into search engines to come to utexas.edu Numerous combinations of similar wording ◦ University of Texas ◦ UT Austin ◦ University of Texas at Austin

Top Ten Keywords 1. University of Texas 2. UT Austin 3. UT 4. University of Texas at Austin 5. utexas 6. utexas.edu 7. University of Texas Austin 8. Texas University Harry Ransom Center

Traffic Sources Direct Organic search ◦ Search engines – Google, Yahoo, Bing, etc Referrals ◦ Links to utexas.edu from other sites Numerous internal referrals ◦ Between non-tagged and tagged pages

Top Ten Traffic Sources 1. Direct 2. Google 3. Yahoo 4. Bing 5. Facebook referral 6. utexas.edu referral 7. UT Libraries referral 8. UT Direct referral 9. McCombs referral 10. Blanton Museum referral

Benefits Holistic view of web performance for the university Track and improve performance and goal conversions See how you compare to the entire university Access to view utexas.edu Google Analytics report ◦ IF you have the utexas.edu Google Analytics tracker on your pages!

Next Steps University-wide roll-out Add the utexas.edu Google Analytics tracker to most pages ◦ Add your official page to the Know Social Media Directory ◦ Come to monthly meeting

Monthly Meeting Second Tuesday of the Month First Web Success Metrics meeting: ◦ Tuesday, April 13, 2010 ◦ 10:30 am ◦ ACES Agenda ◦ Review March 2010 Web Success Metrics ◦ Google Analytics Primer