Basic Web + Social Media Metrics: Non eCommerce Sites

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute
Using Google Analytics May 29, 2009
Basic Web + Social Media Metrics: Non-eCommerce Sites
Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/lauraleedooleylauralee@wri.org
http://www.wri.org/mailto:lauralee@wri.org

www.wri.org

Goal of WRI online communications
Satisfaction in Engagement
Ambassador/Evangelist
Ownership and Support
Word of Mouth
Repeat Customers Rela
tions
hip

METRICS MANTRA:
You cant manage what you cant measure.

Measuring beyond your website

Designing for online conversations

Measuring online conversations: Radian 6

Basic metrics

Visitors | Subscribers | Fans-Friends-Followers

Pageviews | Clickthroughs | Views-Reach

Referrers | Reposts | Retweets

Search Terms | Keywords | Tags | Adwords

Seasonal Traffic | Topics | Events

Regular Traffic Trends

Bounce Rate

Exit Pages

Pages Per Visit | Comments | Posts

Time on Site | Time on Page

Jon
Frav
el
New v. Returning Visitors

Popular Links | Popular Pages | Navigation

Geography | Demography

Conversion ?!?

Trends Over Time | Changing Metrics

Using Google Analytics

Use Google Analytics to answer
How are visitors using my site?
How can I make marketing campaigns more effective and accountable?
Am I creating effective content?
How can I improve my site navigation?

ga.js PageTracker Code
var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); try { var pageTracker = _gat._getTracker("UA-XXXXXXX-X"); pageTracker._trackPageview(); } catch(err) {}

1st party, non-obtrusive cookies challenges
Cookies blocked or deleted
Javascript blocked
Cached pages
Javascript error
Mobile device access
NO personally-identifiable info collected

No reporting tool is 100% accurate

Navigating Google Analytics

Key options
Setting active date range
Setting comparison date range
Graphing by day, week, and month
Multi-line graphs
Graph roll-overs
Date exports
Email reports

Features
Map Overlay
Adwords Integration
Internal Site Search
Benchmarking, Goals
Funnel Visualization
Customizable views
Open API

Dashboard

Visitors Traffic Sources Content Goals

Help Resources
Settings
ReportNavigation
Export Options &
Email Setup
Help Center
Calendar/Date Slider
Customizable graph:by time and up to 2 metrics
Advanced Segments
Site Usage Statistics

Ebb and flow of traffic by day, week, month

Correlations between different metrics

Content detail vs. site average

Narrative
Title
Additional Reports
Breadcrumb
Scorecard

Narrative
Title
Breadcrumb
Scorecard
AlternativeReports
Display Options
Content Options
AdditionalReports

Basic Web + Social Media Metrics: Non-eCommerce SitesSlide 2Slide 3METRICS MANTRA:Slide 5Slide 6Slide 7Slide 8Slide 9Slide 10Slide 11Slide 12Slide 13Slide 14Slide 15Slide 16Slide 17Slide 18Slide 19Slide 20Slide 21Slide 22Slide 23Slide 24Using Google AnalyticsUse Google Analytics to answer ga.js PageTracker Code1st party, non-obtrusive cookies challengesNo reporting tool is 100% accurateSlide 30Key optionsFeaturesDashboardSlide 34Slide 35Slide 36Slide 37Slide 38Slide 39Slide 40Slide 41

Basic Web + Social Media Metrics: Non eCommerce Sites

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Transcript of Basic Web + Social Media Metrics: Non eCommerce Sites

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