What is Web Analytics

• Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

• There are two categories of Web analytics; on-site and off-site web analytics.

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Onsite vs. Offsite Analytics

History of Web Analytics

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Benefits of Web Analytics

Monitoring you

visitors

Optimize your

website

Formulate Sales & E-Marketing

Plan

Increase Revenue

ANALYTICS: ROADMAP FOR ONLINESUCCESS

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How Web Analytics Tool work ?

Java Script Tagging

Traditional Log files

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JavaScript Tagging

Pros• Tags are triggered by the page being opened,

not by being requested from the server. This is a more accurate method and ensures that pages will be counted correctly even if the page is cached. Since cached pages can be up to 33% of all page views this is important to consider.

• Can capture interactions which don’t require a request from the server such as form completion, Flash, and downloads.

• Can be customized to collect further information not found in traditional log files.

• Can report on returning visitor traffic which may be key to certain campaigns

• Can be used to track the path of visitors through the website, provide invaluable information on the conversion process.

• Basically, the JavaScript approach gives you the power to collect more data

Cons• May not have easy access to

your web pages or have internal roadblocks

• With certain solutions, the data collected may be in the hands of a third party

• Takes some customization and configuration to get the best results

• Can require additional servers if using an in house approach

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Traditional Log files

Pros• The web server already produces log files

whether you are using them are not, so the data is already available. This does not require you to make any changes to your current website configuration.

• The web server records every transaction directly and doesn’t rely a visitor having cookies enabled

• Log files can provide very useful information on site maintenance, page errors, usage data, and bandwidth.

• Log files will provide information on search engine bots and spiders. Although this data is not human activity, it can be useful for SEO optimization.

Cons• Depending on your

requirements, log files can be very limiting in the data they collect. This can potentially reduce the number of reporting available.

• Log files can be difficult to access if hosted offsite.

• Log file management can be tedious and problematic

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Web Analytics Tools

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Business Objectives – Why your website exist

• What are you hoping to accomplish for your business by being on the web?

• What are the three most important priorities for your site?

Doable

Understandable

Manageable

Beneficial

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Goals

Primary Goal - Anything that drives Revenue

Secondary Goal - Action that leads to Conversions

Tertiary Goal - Action that shows Consideration

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Key Performance Indicator

• is a metric that helps you understand how you are doing against your objectives

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KPI based Measurement Process

Identify &

Measure

Align

Report

Analyze

Optimize

Innovate

Identify & Capture KPIs

Align measurement strategy with business goals

Generate reports

Evaluate performance

Test & enhance effectiveness

Experiment with new ideas

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Targets – Predetermined indicators of success or failures

Create Target for KPIs to know whether its good

or ugly

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Segments

• Segments needed to analyze KPIs for understanding causes for success or failure of BUSINESS OBJECTIVES !!!!

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Example: Real Estate Online Lead Generation

What is Cookies?

• Cookies: Small snippets of code stored on computers by a website, which are used to track visitor behavior and provide more personalized user experiences.

• First Party Vs Third Party Cookies

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Types of Metrics - Reporting

Traffic• How many visitors comes to

website• How many pages do they visit• Which countries / cities are

traffic coming from• How often they come back• What browse / connection

type / monitor resolution do they use

Conversion• Which Marketing channels are

brining customers• Overall Conversion Rate• Number of total transactions• Average Transaction Value

(Transactions / Revenue)• Check out Funnel• How many are Repeat

Customers

Path / Clickstream• Which elements do visitors click

on• How long do they stay on

different pages• Where do they go after visiting

specific pages• What are the entry, exit & single

page visits

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• In simple terms, metric is a number.• Technically a metric can be a Count (a total) or

a Ratio (a division of one number by another).

Understanding Metrics