The Why and How of Web Analytics By Eric Poulin Web Analytics: Because Your Intuition is Wrong

What are analytics? Stats about your web site Visitors Content Sources Conversions Key Performance Indicators (KPIs)

Why should I care about analytics? Because your intuition is wrong

Why should I care about analytics? And you miss things… Count the passes video.

Understanding Analytics Terms Google Analytics Demo

Understood Terms Visits Visits Pages/Visit Pages/Visit Absolute Unique Visits Absolute Unique Visits % New Visits % New Visits Traffic Source Traffic Source Landing Page Landing Page

Misunderstood Terms Pageviews Pageviews Avg. Time on Site Avg. Time on Site Bounce Rate Bounce Rate Exit Rate Exit Rate Traffic Types Traffic Types

Pageviews not a meaningful statistic

Avg. Time on Site

Bounce Rate / Exit Rate Bounce Rate Exit Rate * a Bounce is always an Exit, but an Exit is not always a Bounce

Traffic Types

Benchmarking

Benchmarking Google Analytics Law & Government -> Education -> Colleges & Universities

Choosing an Analytics Package

Why Google Analytics is Free 98% of Google’s Revenue comes from advertising The more they know the better ads they can serve up and better user behavior Very tight integration with Google AdWords

Installing Google Analytics

Tracking Links

Site Search Report

Keyword Report

Content by Title Report

Referring Sites Report

404 Error Page Report

Goal Conversions

Offline Campaigns

Blogs

RSS Statistics

Ask Your Audience

Monitor Social Media Growth

Video Analytics

RSS and Alerts

Web Analytics Rule #1 “Always Be Testing” #1

Web Analytics Rule #2 “Don’t get caught up in the numbers. Look at the TRENDS” #2

Web Analytics Rule #3 “Setup a reporting schedule and track key metrics” #3

Web Analytics Rule #4 “Set Goals” #4

Setting Goals X campus visits scheduled a month X number of viewbooks downloaded a month Lower bounce rate on specific landing page X% over next month Get donor campaign to generate X amount over next month Increase our video exposure X% for next month Promote and increase presence on a social network by X%