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Web Analytics

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1. Definition for web analytics2. Need for web analytics3. Terms used4. How we do?

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Objective

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1. Web Analytics

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage--By Wikipedia

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Any website owner always likes to know the below details:

- Who is visiting their site- Where they come from and- What they do - What I can do to keep them interested again

2. Need for web analytics

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3. Terms used

Page Views - The number of times a page is viewedUnique Visitor – The number of inferred individual people visited in a given timeframeRepeat Visitor- Number of Unique Visitors with activity consisting of two or more Visits to a siteBounce rate – The % of traffic leaving the site immediately after hitting the landing pageReferrer- The referrer is the page URL that originally generated the request for the current page view or object.Conversion – Macro(completion of desired action) & Micro conversions(smaller actions performed before completing the desired action)

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Understand our business objective our and measure our goals by using web analytic tools (Ex: Google Analytics, Omniture etc…)

A. Business objectiveB. Traffic resourceC. TaggingD. Analysis

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4. How we do?

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A. Business objective and Goals

Business is the purpose of the site. Some of the business objective of a websites are

1. E-Commerce – Intends to sell products (ebay.com, myntra.com etc…)2. Lead generation – Collects info for sales purposes (justdial.com, fundoota.com…)3. Content publishing- Showa advertising (Newspaper site, Blogs etc…) 4. Support- Help customer to solve problems5. Branding – Drive awareness and engagement

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B. Traffic resource

Traffic resource is the medium through which a visitors lands on a website. The traffic resources in web analytics are grouped as below.

Direct traffic – The visits that comes directly by typing the website addressReferral traffic – Visits through the URL’s placed in other sites (Social media sites like Facebook twitter etc…) Organic resources - Visits coming through search engines (Google, Yahoo!, Bing etc...)

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C. Tagging

Tagging is the process by which a piece of html code is inserted to page or landing page so as to collect the details of Conversions, Traffic sources, etc.

Ex: http://www.energyxxi.org/keystone-petition?utm_source=keystone_ad2&utm_medium=redstate&utm_campaign=keystonexl_petition

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D. Analysis

Analysis involves studying and interpreting the data collected to come up with better strategies.

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References

Getting Started with Google Analytics WebinarWeb Analytics Definitions

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Thank you!