Presentation is loading. Please wait.

Presentation is loading. Please wait.

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

Similar presentations


Presentation on theme: "The Why and How of Web Analytics By Eric Poulin Web Analytics: Because Your Intuition is Wrong."— Presentation transcript:

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

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

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

4 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

5 Understanding Analytics Terms Google Analytics Demo

6 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

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

8 Pageviews not a meaningful statistic

9 Avg. Time on Site

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

11 Traffic Types

12 Benchmarking

13 http://nucloud.com/edurank/

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

15 Choosing an Analytics Package

16

17 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

18 Installing Google Analytics

19 Tracking Links

20 Site Search Report

21 Keyword Report

22 Content by Title Report

23 Referring Sites Report

24 404 Error Page Report

25 Goal Conversions

26 Offline Campaigns

27 Blogs

28 RSS Statistics

29 Ask Your Audience

30

31 Monitor Social Media Growth

32

33 Video Analytics

34 RSS and Alerts

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

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

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

38 Web Analytics Rule #4 “Set Goals” #4

39 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%


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

Similar presentations


Ads by Google