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Web Analytics: Because Your Intuition is Wrong

Web Analytics: Because Your Intuition is Wrong. The Why and How of Web Analytics By Eric Poulin. What are analytics?. Stats about your web site Visitors Content Sources Conversions Key Performance Indicators (KPIs). Why should I care about analytics?. Because your intuition is wrong.

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Web Analytics: Because Your Intuition is Wrong

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  1. Web Analytics: Because Your Intuition is Wrong The Why and How of Web Analytics By Eric Poulin

  2. What are analytics? • Stats about your web site • Visitors • Content • Sources • Conversions • Key Performance Indicators (KPIs)

  3. Why should I care about analytics? • Because your intuition is wrong

  4. Why should I care about analytics? • And you miss things… • Count the passes video.http://www.youtube.com/watch?v=VNdekYNzvzA

  5. Google Analytics Demo Understanding Analytics Terms

  6. Understood Terms • Visits • Pages/Visit • Absolute Unique Visits • % New Visits • Traffic Source • Landing Page

  7. Misunderstood Terms • Pageviews • Avg. Time on Site • Bounce Rate • Exit Rate • Traffic Types

  8. Pageviews not a meaningful statistic

  9. Avg. Time on Site

  10. Bounce Rate / Exit Rate Bounce Rate Exit Rate * a Bounce is always an Exit, but an Exit is not always a Bounce

  11. Traffic Types

  12. Benchmarking

  13. Benchmarking http://nucloud.com/edurank/

  14. BenchmarkingGoogle AnalyticsLaw & Government -> Education -> Colleges & Universities

  15. Choosing an Analytics Package

  16. Choosing an Analytics Package

  17. Why Google Analytics is Free • 98% of Google’s Revenue comes from advertising • The more they know the better ads they can serve up and better user behavior • Very tight integration with Google AdWords

  18. Installing Google Analytics

  19. Tracking Links

  20. Site Search Report

  21. Keyword Report

  22. Content by Title Report

  23. Referring Sites Report

  24. 404 Error Page Report

  25. Goal Conversions

  26. Offline Campaigns

  27. Blogs

  28. RSS Statistics

  29. Ask Your Audience

  30. Monitor Social Media Growth

  31. Monitor Social Media Growth

  32. Video Analytics

  33. RSS and Alerts

  34. Web Analytics Rule #1“Always Be Testing” #1

  35. Web Analytics Rule #2“Don’t get caught up in the numbers. Look at the TRENDS” #2

  36. Web Analytics Rule #3“Setup a reporting scheduleand track key metrics” #3

  37. Web Analytics Rule #4“Set Goals” #4

  38. Setting Goals • X campus visits scheduled a month • X number of viewbooks downloaded a month • Lower bounce rate on specific landing page X% over next month • Get donor email campaign to generate X amount over next month • Increase our video exposure X% for next month • Promote and increase presence on a social network by X%

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