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Web Measurement

Web Measurement. The Web is Different from other Commuication Media. More precise measurement of activity on Web sites is available Generally cannot measure what John Doe does Can measure what a Internet IP address does. Web Server Log Files. IP Address Date/Time Page Requested

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Web Measurement

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  1. Web Measurement

  2. The Web is Different from other Commuication Media • More precise measurement of activity on Web sites is available • Generally cannot measure what John Doe does • Can measure what a Internet IP address does

  3. Web Server Log Files • IP Address • Date/Time • Page Requested • Bytes Returned • HTTP Response Code • Referring Page • UserAgent

  4. Web Central Log Files • Access Log • Contains information on what files were requested • Referer Log • Contains information on what page someone was on before a page • Agent Log • Contains information on what browser someone is using

  5. Sample Access Log Entry • SHW55-209.accesscable.net - - [15/Sep/2002:21:54:54 -0500] "GET /industry/contacts.html HTTP/1.1" 200 23886 • This log file entry says that a computer called SHW55-209.accesscable.net requested a file called /industry/contacts.html on September 15. The request was successful and 23,886 bytes were transferred

  6. How Can Access Log Help? • Which pages are more popular? • What time of day or day of week is most popular • Where are people visiting from (IP addresses) • Which sites have lots of 404 errors

  7. Sample Referer Log Entry • http://www.utexas.edu/cc/help/ -> /cc/help/information/index.html • This entry means that a user was on the /cc/help/ page and clicked the link that points to /cc/help/information.index.html

  8. How Can Referer Log Help? • What links were most popular from a given page • What search terms people entered

  9. Agent Log • Sample Entry • Mozilla/4.0 (compatible; MSIE 4.01; Windows 98) • Helps you determine what browsers people are using on your site

  10. Summary Reports from Log Files • Many tools that read and produce summary reports of log files • WebTrends • http://advertising.utexas.edu/trafficreports/1201/1201.html • Analog

  11. Reading an Analog Report • Vocabulary • Requests = hits; remember hits is all files requested from the server. If a web page contains three graphics and someone requests that HTML page is translated to 4 hits, 1 for the HTML page and 1 for each of the graphics • Pages = Page views • Failed Requests = 404 Errors

  12. Reading Analog Reports (Continued) • General Summary – Totals for the period • Daily Report – Total requests for each day in the period • Hourly Report – Total requests for each hour of the period • Domain Report – Total requests from each Internet domain • Organisation Report – Total requests from each organisation or second-level domain • Request Report – Total requests for each file in the site

  13. Analyzing Raw Log Files • One line for each click • What can it tell you? • Click stream • How long people spent on Web site

  14. Cookies • The Web is referred to as a stateless medium; this means that the Web server does not remember information between clicks • Cookie is a small file stored on your computer that can remember information between clicks

  15. How are cookies used? • Remember who you are • Shopping Carts • Remember where you have been • Turning on cookie warning

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