Basic Web Analytics

What is web analytics?

• Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. - Wikipedia

Why is web analytics important?

“If you can measure it, you can manage it”

Know your audience

Who are they?

Where do they come from?

Language

Technology

Search

Key Metrics (1)• Visit / Session represent the number of times

the website was visited, without regard to repeat visitors.

• Visitor / Unique Visitor / Unique User represent the number of actual people that visited our site.

• Pageview represent the total number of pages that visitors looked at on our site.

VisitorsVisits

Pageviews

Key Metrics (2)• Audience

o Geolocationo Behavior

• New visitors VS Return visitorso Technology

• Browser• Devices

o Visitors flow / Path

New Visitors VS Returning Visitors

New85%

Return15% New

20%

Return80%

- A new website, OR website is unable retain users- Need a plan to retain new users

- Monetizing through repeat users- Need to a plan to acquire new users

Key Metrics (3)• Traffic Source

o Direct Traffico Search Engineo Referring Site

Analysis• Example

o Strong brand but low search engine traffico Need to improve SEO&SEM

65%10%

25%

Direct Search Engine Reffer

Analysis• Example

o Weak brando Need to improve brand awareness

15%

40%

45%

Direct Search Engine Reffer

Analysis• Example

o Too reliant on search engine traffico Need to diversify traffic sources

20%

70%

10%

Direct Search Engine Reffer

Key Metrics (4)• E-Commerce

o Conversion Rate (CVR) is defined as the percentage of visitors who end up buying from your store. For example: Your conversion rate is 2% if 2 out of 100 visitors buy from your store.

o Average Order Value (AOV) is the average size of an order on your store.For example: Your AOV is $35 per each order if you made $140 from 4 orders.

o Sale / Revenue

Conversion Funnel

Web Analytics Tools