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Web Analytics: Types, Tracking, and Metrics

Learn about the different types of web analytics, including script-based tracking and log files analysis. Discover why web analytics is essential for answering key questions about your website's performance, such as visitor count, page popularity, traffic sources, and conversion rates.

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Web Analytics: Types, Tracking, and Metrics

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  1. Measuring Success: SES London 2007An Introduction to Web Analytics • Types of Tracking • Why You Need Analytics • How to Employ Tracking Data • Specific Examples Indextools Data for SEOmoz.org

  2. The Two Types of Web Analytics

  3. Script-Based Tracking Greater accuracy (for visitors) Easier to segment and record specific actions Often does not show non-human activity or server errors Measuring Success: SES London 2007The Two Types of Web Analytics Log Files Analysis • Inaccurate (spiders, bots, corporate ISPs, proxies, caching, et al.) • Data already available (on the server) • Shows failed requests

  4. Measuring Success: SES London 2007Log Files & Log File Analysis • Easy to Use • Free • Inaccurate • Lacks advanced tracking abilities AWStats, a popular log file tool

  5. Measuring Success: SES London 2007Script-Based Visitor Tracking • Javascript allows for greater accuracy (usually) and greater customization • Script-use enables segmentation and action tracking

  6. Why Do I Need Web Analytics?

  7. Measuring Success: SES London 2007Why Do I Need Web Analytics? • To Answer These Basic Questions: • How many people visit my site? • What pages are getting visited? • How do visitors reach my site? • Or Some More Advanced Ones: • Where do my best visitors come from? • How much do I earn on average per visitor? • Which pages help to convert visitors into buyers?

  8. Measuring Success: SES London 2007Record Progress & Popularity • Unique Visits • Return Visits • Visits / User • Referral Traffic • Regions / Languages • Browsers • Page Views • Pg View / User • Search Traffic

  9. Measuring Success: SES London 2007Analyze the Sources of Traffic • Search Engines • Referral Traffic (links) • Direct Type-Ins • RSS Feeds • Paid Search • Specific Campaigns (using tracking code)

  10. Measuring Success: SES London 2007Determine the Success of Your Site • Bounce Rate • Browse Rate • Return Visits • Visitor Loyalty • Pg Views / Visit • Traffic Growth • Advanced Metrics (using action tracking)

  11. How Should I EmployAnalytics Data?

  12. Measuring Success: SES London 2007How Should I Employ Analytics Data • Find Specific Metrics that are applicable to your site: • Problems that need to be addressed • Weaknesses in your site's offerings • Opportunities for new content or marketing • Create a Dashboard to Show you the Most Important Data Daily

  13. Measuring Success: SES London 2007An Example of SEOmoz's Dashboard

  14. Measuring Success: SES London 2007Identify Basic Problems & Opportunities • Where are Visitors Exiting Your Site? • Has Search Traffic Dropped Off or Skyrocketed? • What Sources of Traffic Provide High vs. Low Quality Traffic? • What Content Helps Convert Visitors?

  15. Measuring Success: SES London 2007Launch, Collect Data, Refine, Repeat • Identify a Problem – e.g. Bounce rates for blog posts are very high. • Brainstorm Ideas on How to Address - e.g.Add “Related Posts” links in the sidebar. • Make Changes to the Site/Page - e.g.Create Universal “Related Posts” links. • Track Improvements, Refine, & Repeat - e.g.Watch Statistics for Bounce Rates from Blog Entry Pages

  16. The Miracle of Action Tracking

  17. Measuring Success: SES London 2007The Huge Impact of Action Tracking • Action Tracking is the Holy Grail of Analytics • See what searches, referrers & pages are sending you the highest quality visitors

  18. Measuring Success: SES London 2007Segmenting Proclivity to Convert • Using Action Tracking You Can Determine Which Visitors Convert (and at what rate): • By Search Terms & Phrases • By Referring URLs and Domains • By Advertising Clicks • By Region, Language, or Other Demographics • By Pages Visited (or Click-Path)

  19. More Stats That Matter

  20. Measuring Success: SES London 2007The “Linkbait Bump” • After a “BIG” bump in traffic from media attention or referring links, a site will “retain” some of that traffic on a permanent basis, resulting in increased average traffic levels. This is one of the reasons I love linkbait :)

  21. Measuring Success: SES London 2007Inbound Links & Reputation Management

  22. Measuring Success: SES London 2007A Few of My Favorites • Browse Rate by Referring DomainShows how interested an audience from a given website is in your content. • Conversion Rate by Search PhrasesShows which search terms bring the best traffic. • First Time vs. Returning VisitorsWatch activity from loyalists vs. first-timers.

  23. Measuring Success: SES London 2007More Resources on Analytics • blog.mindvalleylabs.com • Test Ad Copy, Style, Landing Pages & Results • www.optimizeandprophesize.com • Jon Mendez on SEM & Analytics • ww.stonetemple.com/blog/ • Eric Enge Covers Analytics, look for his comprehensive report coming in May. • www.seomoz.org/blog/category/10 • We Write About Analytics on SEOmoz, too.

  24. This Presentation Available Online atwww.seomoz.org/2007/

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