Web Measurement

The Web is Different from other Commuication Media More precise measurement of activity on Web sites is available More precise measurement of activity on Web sites is available Generally cannot measure what John Doe does Generally cannot measure what John Doe does Can measure what a Internet IP address does Can measure what a Internet IP address does

Web Server Log Files IP Address IP Address Date/Time Date/Time Page Requested Page Requested Bytes Returned Bytes Returned HTTP Response Code HTTP Response Code Referring Page Referring Page UserAgent UserAgent

Web Central Log Files Access Log Access Log Contains information on what files were requestedContains information on what files were requested Referer Log Referer Log Contains information on what page someone was on before a pageContains information on what page someone was on before a page Agent Log Agent Log Contains information on what browser someone is usingContains information on what browser someone is using

Sample Access Log Entry SHW accesscable.net - - [15/Sep/2002:21:54: ] "GET /industry/contacts.html HTTP/1.1" SHW accesscable.net - - [15/Sep/2002:21:54: ] "GET /industry/contacts.html HTTP/1.1" This log file entry says that a computer called SHW accesscable.net requested a file called /industry/contacts.html on September 15. The request was successful and 23,886 bytes were transferred This log file entry says that a computer called SHW accesscable.net requested a file called /industry/contacts.html on September 15. The request was successful and 23,886 bytes were transferred

How Can Access Log Help? Which pages are more popular? Which pages are more popular? What time of day or day of week is most popular What time of day or day of week is most popular Where are people visiting from (IP addresses) Where are people visiting from (IP addresses) Which sites have lots of 404 errors Which sites have lots of 404 errors

Sample Referer Log Entry -> /cc/help/information/index.html -> /cc/help/information/index.html This entry means that a user was on the /cc/help/ page and clicked the link that points to /cc/help/information.index.html This entry means that a user was on the /cc/help/ page and clicked the link that points to /cc/help/information.index.html

How Can Referer Log Help? What links were most popular from a given page What links were most popular from a given page What search terms people entered What search terms people entered

Agent Log Sample Entry Sample Entry Mozilla/4.0 (compatible; MSIE 4.01; Windows 98) Mozilla/4.0 (compatible; MSIE 4.01; Windows 98) Helps you determine what browsers people are using on your site Helps you determine what browsers people are using on your site

Summary Reports from Log Files Many tools that read and produce summary reports of log files Many tools that read and produce summary reports of log files WebTrends WebTrends rts/1201/1201.htmlhttp://advertising.utexas.edu/trafficrepo rts/1201/1201.htmlhttp://advertising.utexas.edu/trafficrepo rts/1201/1201.htmlhttp://advertising.utexas.edu/trafficrepo rts/1201/1201.html Analog Analog

Reading an Analog Report Vocabulary Vocabulary Requests = hits; remember hits is all files requested from the server. If a web page contains three graphics and someone requests that HTML page is translated to 4 hits, 1 for the HTML page and 1 for each of the graphicsRequests = hits; remember hits is all files requested from the server. If a web page contains three graphics and someone requests that HTML page is translated to 4 hits, 1 for the HTML page and 1 for each of the graphics Pages = Page viewsPages = Page views Failed Requests = 404 ErrorsFailed Requests = 404 Errors

Reading Analog Reports (Continued) General Summary – Totals for the period General Summary – Totals for the period Daily Report – Total requests for each day in the period Daily Report – Total requests for each day in the period Hourly Report – Total requests for each hour of the period Hourly Report – Total requests for each hour of the period Domain Report – Total requests from each Internet domain Domain Report – Total requests from each Internet domain Organisation Report – Total requests from each organisation or second-level domain Organisation Report – Total requests from each organisation or second-level domain Request Report – Total requests for each file in the site Request Report – Total requests for each file in the site

Analyzing Raw Log Files One line for each click One line for each click What can it tell you? What can it tell you? Click streamClick stream How long people spent on Web siteHow long people spent on Web site

Cookies The Web is referred to as a stateless medium; this means that the Web server does not remember information between clicks The Web is referred to as a stateless medium; this means that the Web server does not remember information between clicks Cookie is a small file stored on your computer that can remember information between clicks Cookie is a small file stored on your computer that can remember information between clicks

How are cookies used? Remember who you are Remember who you are Shopping Carts Shopping Carts Remember where you have been Remember where you have been Turning on cookie warning Turning on cookie warning