Web Success Metrics

Keri UngemahStrategic Design ManagementOffice of Public Affairs

Pilot Program OverviewTrack web performance and

determine key performance indicators of utexas.edu

Install Google Analytics tracker◦Core utexas.edu pages◦Home pages of Colleges & Schools

Technical aspects of installations for singular & dual trackers

Check performance & accuracy

CaveatsOnly for pages tagged with utexas.edu

Google Analytics trackerPages continue to be added

◦Home page tracking began 2/4/2010◦Add tracker to your page!

% Change year over year most relevant◦2010 is baseline; March 2011 best data

Social Media numbers are a snapshot & total

No query strings available

Google Analytics Dashboard

Google Analytics StatsTotal VisitsPageviewsDirect TrafficUnique VisitorsNew VisitorsReturning VisitorsDepth of Visit

Other StatsQueries from the search box on

utexas.eduCount of Facebook fansCount of Twitter followersCount of YouTube views

Web Success Metrics

Web Metrics – February 2010Total Visits

◦2,746,597Pageviews

◦4,583,257Unique Visitors

◦953,331

AwarenessDirect visits

◦% of visitors who come directly to utexas.edu Type in URL, bookmarks, etc.

◦Direct visits/Total visits◦2,036,095/2,746,597 = 74.1%

EngagementRepeat visits

◦Visits from visitors who have previously been to utexas.edu

◦Returning visits/total visits◦1,851,686/2,746,597 = 67.4%

EngagementInternal search usage

◦% of visitors who use the search function on utexas.edu

◦Site searches/total visitsLevel of site usage

◦Depth of visit – how many pages visitors access

◦% of visitors 3 pages or less◦% of visitors 4 or more pages

Goal ConversionsGiving to UT

◦Online giving form performance◦Number of unique online visitors who

give onlineOnline giving form

◦Visitors to confirmation page/visitors to online giving form

◦257/3,151 = 8.2%Overall online giving

◦Visitors to confirmation page/total visitors◦257/2,746,597 = 0.03%

Social Media – February 2010Official UT Facebook fans =

3,530Official UT Twitter followers =

2,831Official UT YouTube views =

88,973

Social MediaTotals in Know Social Media

Directory◦Facebook = 96 accounts = 62,793

fans◦Twitter = 111 accounts = 59,017

followers◦YouTube = 19 accounts = 200,548

views

Not unique fans/followers/viewsAdd your page to the Know

Directory◦www.utexas.edu/know/suggest

Web Success Metrics

Top Content PagesMost pageviews of pages that are

tagged with the utexas.edu Google Analytics tracker

Pilot program – utexas.edu core pages and home pages of numerous Colleges and Schools

Add the utexas.edu Google Analytics tracker to your page◦Email web-metrics@utlists.utexas.edu

Top Ten Content Pages1. Home page2. Colleges & Schools list3. Prospective Students4. Undergraduate Admissions5. Graduate Admissions Programs6. Graduate Admissions7. College of Natural Science home page8. College of Liberal Arts home page9. College of Communications home page10.Staff Central

KeywordsMost frequently used words

typed into search engines to come to utexas.edu

Numerous combinations of similar wording ◦University of Texas◦UT Austin◦University of Texas at Austin

Top Ten Keywords1. University of Texas2. UT Austin3. UT4. University of Texas at Austin5. utexas6. utexas.edu7. University of Texas Austin8. Texas University9. www.utexas.edu10.Harry Ransom Center

Traffic SourcesDirectOrganic search

◦Search engines – Google, Yahoo, Bing, etc

Referrals◦Links to utexas.edu from other sites

Numerous internal referrals◦Between non-tagged and tagged

pages

Top Ten Traffic Sources1. Direct 2. Google3. Yahoo4. Bing5. Facebook referral6. utexas.edu referral7. UT Libraries referral8. UT Direct referral9. McCombs referral10.Blanton Museum referral

BenefitsHolistic view of web performance

for the universityTrack and improve performance

and goal conversionsSee how you compare to the

entire universityAccess to view utexas.edu Google

Analytics report◦IF you have the utexas.edu Google

Analytics tracker on your pages!

Next StepsUniversity-wide roll-outAdd the utexas.edu Google

Analytics tracker to most pages◦Email web-

metrics@utlists.utexas.eduAdd your official page to the

Know Social Media Directory◦www.utexas.edu/know/suggest

Come to monthly meeting

Monthly MeetingSecond Tuesday of the MonthFirst Web Success Metrics

meeting:◦Tuesday, April 13, 2010◦10:30 am◦ACES 2.402

Agenda◦Review March 2010 Web Success

Metrics◦Google Analytics Primer