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Published byMorgan Sutton Modified over 9 years ago
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The Why and How of Web Analytics By Eric Poulin Web Analytics: Because Your Intuition is Wrong
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What are analytics? Stats about your web site Visitors Content Sources Conversions Key Performance Indicators (KPIs)
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Why should I care about analytics? Because your intuition is wrong
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Why should I care about analytics? And you miss things… Count the passes video. http://www.youtube.com/watch?v=VNdekYNzvzA http://www.youtube.com/watch?v=VNdekYNzvzA
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Understanding Analytics Terms Google Analytics Demo
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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
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Misunderstood Terms Pageviews Pageviews Avg. Time on Site Avg. Time on Site Bounce Rate Bounce Rate Exit Rate Exit Rate Traffic Types Traffic Types
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Pageviews not a meaningful statistic
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Avg. Time on Site
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Bounce Rate / Exit Rate Bounce Rate Exit Rate * a Bounce is always an Exit, but an Exit is not always a Bounce
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Traffic Types
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Benchmarking
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http://nucloud.com/edurank/
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Benchmarking Google Analytics Law & Government -> Education -> Colleges & Universities
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Choosing an Analytics Package
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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
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Installing Google Analytics
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Tracking Links
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Site Search Report
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Keyword Report
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Content by Title Report
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Referring Sites Report
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404 Error Page Report
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Goal Conversions
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Offline Campaigns
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Blogs
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RSS Statistics
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Ask Your Audience
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Monitor Social Media Growth
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Video Analytics
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RSS and Alerts
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Web Analytics Rule #1 “Always Be Testing” #1
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Web Analytics Rule #2 “Don’t get caught up in the numbers. Look at the TRENDS” #2
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Web Analytics Rule #3 “Setup a reporting schedule and track key metrics” #3
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Web Analytics Rule #4 “Set Goals” #4
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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 email 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%
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