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Advanced Web Metrics with Google Analytics 3 rd ed.

Advanced Web Metrics with Google Analytics 3 rd 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

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Advanced Web Metrics with Google Analytics 3 rd ed.

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  1. Advanced Web Metrics with Google Analytics 3rd ed.

  2. Web Metrics • Why Understanding Your Web Traffic Is Important to Your Business

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

  4. What can you learn from Web Analytics Onsite Tools • Optimize • marketing strategy • social search strategy • Site navigation • page content Offsite Tools • Potential Audience (opportunity) • Share of Voice (visibility) • Buzz (comments and sentiment)

  5. 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)

  6. 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

  7. 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 fol­lowers) 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)?

  8. Analytical Process • AMAT • Acquisition of visitors • Measurement of performance • Analysis of trends • Testing to improve

  9. ROI of Web Analytics

  10. The Fit of Web Analytics

  11. Additional Resources • https://analyticsacademy.withgoogle.com/course01 • https://analyticsacademy.withgoogle.com/course02/course

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