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Using Google Analytics to Tell Your Audience Story

Using Google Analytics to Tell Your Audience Story. Amy Sample Director, Web Analytics, PBS Interactive adsample@pbs.org @ amysample May 25, 2011. Today’s Agenda. Introductions Analytics Discussion with Religion & Ethics Newsweekly

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Using Google Analytics to Tell Your Audience Story

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  1. Using Google Analytics to Tell Your Audience Story Amy Sample Director, Web Analytics, PBS Interactive adsample@pbs.org @amysample May 25, 2011

  2. Today’s Agenda • Introductions • Analytics Discussion with Religion & Ethics Newsweekly • Using Analytics to Describe the Religion & Ethics Audience • Q&A • Guide to Doing Your Own Analysis • June Analysis Opportunity

  3. Discussion with Religion & Ethics Newsweeklywww.pbs.org/wnet/religionandethics/

  4. Using Analytics to Tell the Religion & Ethics NewsweeklyAudience Story

  5. Traffic to R&E has grown 8% • Average of 65k visitors a month in the last 12 months, an 8% increase over a year ago • Average of 87k visits per month, or 1.3 visits per visitor, an 11% increase over a year ago • 40% of visitors are repeat visitors each month, slightly lower than the PBS.org average of 44% and slightly lower than the average for news sites. Source: Google Analytics, May 2009 – April 2011

  6. Search and social media are important sources of traffic to R&E • Search accounts for nearly half of traffic. • Just 10% of Search traffic goes to homepage or video portal page. • Facebook is the largest non-Search source of traffic. • Traffic to Religion and Ethics from Facebook has increased 263% in the last year. • Facebook traffic tends to land on recent episodes.

  7. Segmenting your audience allows you to see some differences • One-time visitors are the largest group of visitors • The more often users visit the more they use the site • Fans spend 90% more time on site • Fans view 30% more pages per visit • Most top content is the same across segments with a few exceptions • One-time users are more likely to visit archive content • Regulars and Fans are more likely to visit video pages

  8. Web-exclusive content performs similarly to other videos on the site • 28k video streams in April • Video usage is evenly split between Portal and Partner Players • Sundays and Mondays are peak video viewing days for R&E while web traffic tends to be more evenly distributed • A Web-Exclusive video tops the list of top videos for April • Half the traffic to this video came from Search • Most terms variations of “Of Gods and Men” or “Father James Martin”

  9. Some parting thoughts on analysis • Before you do any analysis, ask yourself “what is the role of my site?” or “what do I want people to do here?” • Answering these questions will help you determine what to focus on • Don’t get hung up on the metrics • What are the questions you want to answer about your site? • Don’t be afraid to start simple • How many people visit, how often?

  10. Questions?

  11. Resource guide to doing your own analysis available today

  12. It’s Your Turn! • Name/ Program • What do you want to know? What insights would you like to learn more about your audience through your site metrics? • What do you think the answer is? • What have you tried so far? Send to nreley@pbs.org by COB 5/25

  13. Using Google Analytics to Tell Your Audience Story Amy Sample Director, Web Analytics, PBS Interactive adsample@pbs.org @amysample May 25, 2011

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