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What we’ll cover today

San Francisco Regional Conference August 20, 2004 Analyzing Website Traffic: Transforming Information into Learning and Action Session Designer: Michael Stein, The e Organization. What we’ll cover today. What are Website traffic metrics? HTML + download traffic metrics

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What we’ll cover today

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  1. San Francisco Regional ConferenceAugust 20, 2004Analyzing Website Traffic:Transforming Information into Learning and ActionSession Designer:Michael Stein, The e Organization

  2. What we’ll cover today • What are Website traffic metrics? • HTML + download traffic metrics • Referrer + search engine traffic metrics • Review & discussion of nonprofit metrics

  3. What are Website traffic metrics? • Generated by Website hosting service • Records movement of every visitor • Records origination of every visitor • Available in monthly, quarterly, daily, real-time • Either delivered over the Web or download • Viewable with Web browser • Viewable with desktop client

  4. What are Website traffic metrics? • Valuable partnership & marketing data • Helps measure Internet effectiveness • Helps to better understand audience • Helps assess how to spend time and money

  5. Other useful metrics • Email click-through statistics • Email subscribers and unsubscribers • Donor records with emails • Donor records that have donated online

  6. 2 categories of traffic metrics • Access Logs Track: • Which page viewed, what time, and how long • Most popular, downloaded files • Like an airport – how many planes (Web visitors) have landed, how often, and where they are going • Referrer Logs Track: • What search engines people have some from • What keywords people use to search • Like an airplane monitor – see plane’s origination

  7. HTML page traffic metrics • HTML page traffic metrics • Download traffic metrics • Referrer traffic metrics • Search engine keyword traffic metrics

  8. HTML page traffic metrics • Unique visitors • How many people are visiting your site • Best number to track over time • Number should grow • Page views • How much content is being viewed • Depth ratio

  9. HTML page traffic metrics

  10. HTML page traffic metrics

  11. HTML page traffic metrics

  12. HTML page traffic metrics • Most popular pages • What actual content is being viewed • Spot emerging and ongoing trends • Dedicate more staff time • Feature popular content in your e-newsletter

  13. Download traffic metrics

  14. HTML page traffic metrics • Download metrics • PDF, audio, video, Flash, PPT • What’s popular • Is there an e-newsletter signup opportunity? • Is there an e-commerce or e-fundraising opportunity?

  15. HTML page traffic metrics

  16. HTML page traffic metrics

  17. Referrer traffic metrics • Referring sites and URLs • How did traffic arrive at your Website? • What portals are featuring your content? • What online partnerships and advertising are driving traffic to your site? • What new sites can you identify?

  18. Search engine keyword traffic metrics

  19. Search engine keyword traffic metrics

  20. Search engine metrics • Search engines and keywords • Which search engines send you traffic? • Which keywords are being used? • Which advertising keywords should you buy?

  21. Discussion of nonprofit metrics • Family Violence Prevention Fund • DataCenter • Children Now • Who else?

  22. HTML page traffic metrics http://www.nonprofitquarterly.org/section/426.html

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