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Digital Analytics
Ayça Turhan Hacettepe University
Department Of Business Administration
Wouldn’t it be great to have access to the following
data:
• How many people come your store everyday?
• How often do they visit your store?
• What are they looking for at your store?
• How many of these people visited your store as a result of your latest ad campaign about a specific product?
• How many visits does it take before someone makes a purchase?
• How much time do people spend at your store?
• How many items they browse before buying something?
In Digital Marketing,
all that information
about your online
store is available!
In traditional media, actionable data was
scarce
In the digital age,
information is everywhere!
• In traditional marketing:
– Marketers were never sure which
elements of marketing mix were delivering
results
– Buying advertising space to test different
tactics was expensive
Digital Marketing Framework
Digital Minds: 12 Things Every Business
Needs to Know About Digital Marketing
(p. 10). FriesenPress
A Digital Marketer
has to make data-
driven decisions.
What should digital marketers
do?
• Track, analyze and optimize their
digital assets and campaigns to
achieve best results.
• Use data to test and improve
marketing efforts.
• Never stop experimenting with new
and different approaches.
Objectives & Goals & KPIs &
Targets
• The objective answers the question,
“What do we want to achieve with this
marketing campaign?”
– Increase sales of a product
– Grow Brand Awareness
– Increase Website Traffic
Five Common Business
Objectives • For e-commerce sites: selling products or
services.
• For lead generation sites: collect user information for sales teams to connect with potential leads.
• For content publishers: to encourage engagement and frequent visitation.
• For online informational or support sites: help users find the information they need at the right time is of primary importance.
• For branding: drive awareness, engagement and loyalty.
https://support.google.com/analytics/answer/6080732?hl=en
Objectives & Goals & KPIs &
Targets
• The goal answers the question, “What do we need users to do in order to achieve our objective?” – Making a purchase
– Signing up for a newsletter
– Viewing a certain number of pages in a visit/session.
• A completed goal is known as a conversion.
Types of Conversions
• When a goal/objective has been met as a result of user’s action, it is a ‘macro’ conversion. – Example: a purchase on an ecommerce site
• Some of the actions on a site might also be behavioral indicators that a customer hasn’t fully reached your main objectives but is coming closer. These are ‘micro’ conversions. – Example: a sign-up for e-mail list
Objectives & Goals & KPIs &
Targets
• Key performance indicators or KPIs are
metrics that are used to indicate
whether objectives are being met.
• A metric is a defined unit of
measurement.
Objectives & Goals & KPIs &
Targets
• Targets are the actual target values
that KPIs need to meet in order for the
campaign to be declared a success.
Objectives & Goals & KPIs &
Targets
• E-Commerce Example:
– Objective: Increasing revenue
– Goal: Sales on website
– KPIs: Number of orders, Conversion rate,
Average order value
– Targets: 1000 orders, 20% conversion rate,
$10 Average order value
Objectives & Goals & KPIs &
Targets
• Content Site Example:
– Objective: Increasing user interest in
website
– Goal: Time spent and content consumed
on website
– KPIs: Average session duration, Pages Per
Session
– Targets: Avg. Session Duration: 10 min,
PPS: 8
Digital Analytics
• Digital analytics is the analysis of
qualitative and quantitative data from
your business and the competition to
drive a continual improvement of the
online experience that your customers
and potential customers have which
translates to your desired outcomes
(both online and offline).
https://support.google.com/analytics/answer/6080732?hl=en
Analytics Tools
• There are many tool alternatives
designed as digital analytics tools.
• Most well-known web analytics tool is
Google Analytics:
www.google.com/analytics/web
Google Analytics Real-Time
Audience Metrics
Sessions
Session: A session is the period time a user
is actively engaged with your website,
app, etc.
Users
Users: Unique users that have had at least
one session within the selected date
range.
Pageviews
Pageviews is the total number of pages
viewed.
Pages / Session
Pages/Session is the average number of
pages viewed during a session.
Average Session Duration
Average Session Duration: The average
length of a Session.
Bounce Rate
Bounce Rate is the percentage of single-
page visits (i.e. visits in which the person left
your site from the entrance page without
interacting with the page).
% New Sessions
% New Sessions: An estimate of the
percentage of first time visits.
New vs. Returning Visitors
New visitor: a unique visitor who visits the website for the first
time ever in the period of time being analysed.
Returning visitor: a unique visitor who makes two or more visits
within the time period being analysed.
# of users 3
# of sessions 4
# of pageviews 6
# pages/session 1.5
1st session
1st session
1st session
1st session
1st
session
2nd session
Demographics
Interests
Geographic Data
Other Ways of Segmentation
• Device type (web, mobile, tablet)
• Browser & Operating System
• Service Provider
• New vs. Returning visits
• Engagement
Acquisition Overview
4 Major Acquisition Channels
• Direct: – Visitors who visited the site by typing the
URL directly into their browser.
• Organic Search – Visitors referred by search engines.
• Referral – Visitors referred by links on other websites.
• Social – Visitors referred by social media websites.
Direct
Organic Search
Social
Referral
Traffic Sources
Behavior/Site Content
Behavior Flow
Landing Page vs. Page
• Landing Page is the page through
which visitors entered your site.
1st session
1st session
1st session
1st session
1st
session
2nd session
Landing Page & Page
URL Google Facebook Google
1st session
1st session
1st session
1st session
1st
session
2nd session
Landing Page & Page
• Homepage is a landing page for blue
and green users.
• Page1 is a landing page for red user.
• Page1 is a landing page for 2nd session
of blue user.
Pages
Pages: The pages visited by users.
Landing Pages
Landing Pages: The pages through which visitors
entered your site.
Exit Pages
%Exit is (number of exits) / (number of pageviews) for the page
or set of pages. It indicates how often users exit from that page
or set of pages when they view the page(s).
Events
• Events are user interactions with
content that can be tracked
independently from a web page or a
screen load.
• Downloads, call to action clicks, video
plays are all examples of actions you
might want to track as Events.
https://support.google.com/analytics/answer/103
3068?hl=en
Other Behavior Metrics
• Site Search
– Provides valuable information about what
people are searching for at your website
and their behavior after making the
search.
• Site Speed
– Gives information about performance
metrics of your website.
What to do?
• There are so many reports available
Google analytics for you to analyze &
optimize performance.
• Which reports you need to use
completely depends on your
objectives & KPIs.
• Be creative & analytical at the same
time!
Conversion Optimization
Conversion Funnel
1. Homepage
2. Search Result Page
3. Product Page
4. Checkout Page
5. Thank You Page
Basic Definitions
• Conversion is the completion of an action that the website wants the user to take.
• Microconversion a small conversion in the path to conversion.
• Conversion rate is the outcomes divided by users (or sessions).
• Conversion optimization is the cycle of tweaking, testing and improving websites in a way that enables users to take desired actions.
Types Of Tests
• When we talk about conversion rate
optimization, we are usually referring to
running split tests.
• A split test is one where we show
different versions of a web page to
groups of users and determine which
one performed better.
Types Of Tests
• A/B Testing
• Multivariate Testing
A/B Testing
• It is a technique for testing two of more
versions of a page on your website.
– The original vs. the alternatives
• The goal is to find which version
delivers desired outcomes.
A/B Testing
A/B Testing
• The key for A/B testing:
– You should only change one element at a
time so you can easily isolate which
factors have an impact on your
conversion rate.
– You must ensure the results are statistically
significant.
Multivariate Testing
• It is a technique for testing changes in
many different elements all at the same
time on a web page.
• For example, we can test alternative
headlines, copy and call to action
buttons.
– 3 elements, 2 versions mean 8 combinations!
• More complicated and ideal for higher
traffic volumes
Using Tools For Conversion
Optimization
• ‘Goals’on Google Analytics measure how well your site or app fulfills your target objectives.
• Examples of Goals include: – making a purchase (for an ecommerce
site)
– completing a game level (for a mobile gaming app
– submitting a contact information form (for a marketing or lead generation site).
An Example
An Example
Sources • «emarketing: The Essential Guide To Marketing In a
Digital World 5 Ed.» by Rob Stokes and and Minds of Quirk which is available at: http://www.quirk.biz/emarketingtextbook/
• Web Analytics 2.0: The Art of Online Accountability & Science of Customer Centricity by Avinash Kaushik
• Understanding Digital Marketing: Marketing Strategies for Engaging the Digital Generation, 2nd Ed. By Damian Ryan and Calvin Jones
• Digital Minds: 12 Things Every Business Needs to Know About Digital Marketing by WSI
• Google Analytics: www.google.com/analytics/web
