Web Analytics

Analytics - measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.

Gives web publishers and advertisers a criteria to settle on price

Users – The number of users a site or network has.

Measured by unique ip addresses or site membership statistics Generally lots of users can mean lots of revenue for web

publishers Generally advertisers love lots of users but are more concerned

with page views and impressions Can be misleading

Pageviews – Pages rendered by a website Generally lots of users means lots of pageviews A common quantifiable measurement Can help guage how “sticky” a site is

Impressions - The number of times an advertisement was rendered in a page view

One page view may contain as many impressions as the web publisher wants

b) Impressions are another quantifiable meausurement and are directly tied to monetization

c) Impressions are typically counted by the mil (1000). For every 1000 impressions a site recieves the CPM (Cost per Mill)

d) CPM's vary widely from pennies to dollars depending on the type of site.

The Analytics Companies

Measure users and pageviews for public consumption

a) Google Analytics/Doubleclick - Provides code to enter into any website to track its pageviews

Purchased the largest ad network, Doubleclick

b) Omniture - Just purchased by Adobe earlier this week

SEO - Search Engine Optimization

SEO - Search Engine Optimization 1.) Optimizing web sites for higher ranks in search

engines to generate higher page views 2.) Niche Markets - Small community oriented web

sites a) Targeted Audiences - (Poker Sites, Music Sites,

Gaming Sites, etc...) b) Can command large commissions if the analytics are

right