Advanced Web Metrics with Google Analytics 3rd ed.

Web Metrics• Why Understanding Your Web Traffic Is Important

to Your Business

Terminology• Bounced Visitor• Campaign• Google Analytics Tracking Code• Goal Conversion• Funnel• Landing Page• Medium• Referrer• ROI (rev-cost)/cost• Session• Site Search• Source• URL

What can you learn from Web Analytics

Onsite Tools• Optimize

o marketing strategyo social search strategyo Site navigationo page content

Offsite Tools• Potential Audience (opportunity)• Share of Voice (visibility)• Buzz (comments and sentiment)

Where to Start• How many daily visitors you receive• Your average conversion rate (sales, registration,

download, and so on)• Your top-visited pages• The average visit time on site and how often visitors

come back• The referral source or channel that is driving the most

traffic• The geographic distribution of visitors and what

language setting they are using• How "sticky" your pages are: whether visitors stay or

simply bounce off (single‑• page visits)

Where to Start for ecommerce sites

• The revenue your site is generating• Where your customers are coming from (channel

and campaigns)• What your top-selling products are• The average order value of your top-selling

products

More Complicated Questions

• Where do my most valuable visitors come from (referral source and geography)?

• Which of the most valuable visitors are most likely to make a purchase, and which of those visitors are most likely to make the highest value purchases?

• Which are my most valuable content pages; that is, not just popular pages, but pages that also contribute to the conversion process?

• How do existing customers (or subscribers, downloaders, or social media fol lowers) use the site compared to new visitors?

• Am I wasting money on campaigns that bounce; that is, attracting visitors that only view a single page and then leave?

• Is my site engaging with visitors; that is, does anything on the site help build a relationship with an otherwise anonymous visitor?

• Is my internal site search helping or hindering conversions; that is, can visitors find what they are looking for once on my site?

• How many visits and how much time does it take for a visitor to become a customer (which affects promotion campaigns, email follow-ups, and affiliate relationships)?

Analytical Process

• AMATo Acquisition of visitorso Measurement of performanceo Analysis of trendso Testing to improve

ROI of Web Analytics

Table 1.2: The economic effect of a 1% increase in conversion rate

Measure Symbol Calculation Before AfterVisitors v 100,000 100,000Cost per visit c 1.00 1.00Cost of all visits cT v ´ c $100,000 $100,000

Conversion rate r 3.0% 4.0%Conversions C r ´ v 3,000 4,000Revenue per conversion V $75 $75Total revenue T V x C $225,000 $300,000Non-marketing profit margin

m 50% 50%

Non-marketing costs n m ´ T $112,500 $150,000Marketing costs cT v ´ c $100,000 $100,000

Total profit P T – (n + cT) $12,500 $50,000

Total marketing ROI R P ¸ cT 13% 50%

The Fit of Web Analytics

Additional Resources• https://

analyticsacademy.withgoogle.com/course01• https://

analyticsacademy.withgoogle.com/course02/course