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Understanding Web Analytics: Insights for Optimizing Online Engagement

Web analytics is the measurement, collection, analysis, and reporting of internet data to understand and optimize web usage. There are two main types: On-Site analytics, which track user journeys on your owned website, and Off-Site analytics, which monitor website performance through audience measurements, social media engagement, and overall internet buzz. By analyzing this data, you can identify visitor sources, successful pages, and key traffic-driving keywords, ultimately improving marketing strategies and conversion rates.

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Understanding Web Analytics: Insights for Optimizing Online Engagement

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Presentation Transcript

  1. (Welcome)

  2. (Source: Wikipedia) Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage. (What is Web Analytics?)

  3. (Source: Wikipedia) On-Site = measures a visitor's journey once on your website. (Two Types of Analytics)

  4. (Source: Wikipedia) Off-Site = refers to web measurement irrespective of whether you own or maintain a website, including a website's potential audience, share of voice, and buzz that is happening on the Internet as a whole. (Two Types of Analytics)

  5. (Source: Wikipedia) Log Files vs. Page Tagging (AWstats) (Google Analytics) (On-Site Analytics Methods)

  6. (AWstats) (Google Analytics) (Analytics Methods)

  7. Why should we care about Analytics? (Why it’s Important)

  8. With analytics data you can map: • Visitors and where they came from • The paths they took • The completed goals and conversions • …ultimately, the # OF INCOMING LEADS. (Why it’s Important)

  9. Online Purchase • Download White Paper • Submit Contact Form • Phone Call • View > 8 Listings • Watch Video • Click on Email Link (What is a Conversion?)

  10. You can determine: • What keywords drive the traffic • What pages are most successful • What referring sites are relationships to keep… • …ultimately, how your TAYLOR YOUR MARKETING TRENDS and SITE UPDATES. (Why it’s Important)

  11. #1 Mistake Reading and understanding your analytics, yet not changing your approach to adapt your web site. (Pitfalls)

  12. Creating a Google Analytics Account • Get Code • Put on Pages • Setup IP Filter • Goal Setup • Dynamic IP • Access Reports • Google Analytics Demo on Reports • Action Items (What To Do With The Data) • Q/A (Agenda)

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