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Google Analytics 2

Google Analytics 2. Key Performance Indicators. Performance is easy. . . What is “key” changes with context. High traffic, lots of downloads, page-views, geographically diverse audience, commenting activity, interactions. Context is (operationally) defined by stakeholders. Specifically.

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Google Analytics 2

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  1. Google Analytics 2 Key Performance Indicators

  2. Performance is easy. . . • What is “key” changes with context. • High traffic, lots of downloads, page-views, geographically diverse audience, commenting activity, interactions. • Context is (operationally) defined by stakeholders. Specifically. • Stakeholders map to the workflow-layer administrative divisions.

  3. High Page Traffic • Define page traffic operationally • First, set a threshold or minimum accepted level; a baseline. • After that, percent growth (or loss) is usually the best indication of content quality. • Include seasonal adjustments • Segment the Content Reports

  4. Many file downloads • Create “print this page” buttons linked to pages • Create “Print Center” or “Download Center” landing pages

  5. Page-views • The most important metric to drill into—face value is almost worthless • Cross tabulate with: • Time on site, segmented • Day-part • Bounce rates

  6. Audience metrics (via IP addresses) • One of the times when Who, What, When and Where are useful. • Audience is essentially defined by where they come from, what they read, at what time of the day or week, etc. • This must be compared to the workflow—if the content update schedule is sporadic, visits will likely also be sporadic.

  7. Commenting • Page and form design will affect metrics; registration/login for comments is one practice that has pros and cons • Comment suppression = lower CPM • Detailed audience info = more targetable & salable assets • Comments can also provide additional contextualization for display (CPM) advertising • Ostensibly increases “interaction” but this requires a clear and more rigorous operational definition

  8. Interactivity • What does this mean? Remember Einstein’s quote; just because you can count some set of actions doesn’t mean that they matter. • Multimedia views • Button clicks • Comments • Send-to-friends • ??

  9. What else? • Ideas & suggestions?

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