This document provides an overview of analytics and metrics that can be used to measure website and social media performance. It discusses Google Analytics and the types of data it can track, including visits, pageviews, traffic sources, user behavior, and conversions. It also covers metrics for Facebook, Twitter, Pinterest, and other social networks like followers, engagement, and demographics. The document emphasizes measuring both hard metrics like clicks and sales as well as softer metrics for social media like user sentiment. It concludes with comparing performance to past periods, competitors, and industry benchmarks.
4. Data Is Everywhere
Computers make it easy
to store digital
interactions
Typically you have
access to this information
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5. Better Tools
Services are providing
more than just the raw
data
Graphs, charts, and other
insights are now built in
Raw data downloads are
still available
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10. How Does It Work
Little piece of code on all
pages of your website
Can leave it off of pages
you don’t want to track
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11. Downsides
Doesn’t track everyone
Visitors cookies need to
be enabled
Requires Google
account
Privacy
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12. Vs. Other Packages
Webalizer
Analog
Webtrends
Uses the raw server logs
Lots of noise
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13. Interaction With Google
Search
Does send info about
your site and your visitors
back to Google
“If a service is free, you’re
the product.”
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14. Visits and Pageviews
Visits-how many
individual people visit the
site
Pageviews-total number
of pages that visitors
have viewed on the site
Sometimes called “hits”
interchangeably
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15. Pages/Visit and
Avg. Visit Duration
Pages/Visit -number of
pages/divided by the
number of visits
Avg. Visit Duration
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16. % New Visits and
Unique Visitors
% New Visits -how many
visitors to your site are first
time visitors
Unique visits-number of
unduplicated visitors
during the current time
period
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17. Bounce Rate
Percentage of visits that
go only one page before
exiting a site
Use A/B testing and
mouse tracking to
determine what keeps
people on your site
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19. Behavior: New vs. Returning
A measure of how
compelling the site’s
content is.
Returning visitors: is there
a favorite category or
section of the site that
they’re revisiting?
New visitors: are you
updating enough?
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20. Mobile % of mobile, devices
Do you need a better
mobile experience
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Responsive Mobile
22. Traffic Sources - Referral
Include social sharing
buttons on your site
Guest post on other
websites and include
your link in the post
Web site fields on site
profiles
Forum posts
Comments
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23. Traffic Sources - Direct
Directly typing your
website into the browser
Clicking on a link in an
email
Using a browser’s
bookmark
Clicking a link
embedded in a
document, PDF, excel, or
other file
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24. Visitor Flow
Source
Location
Technology (ex. desktop
vs. mobile)
Digital ads
Keywords
Drop off rates tell you
where you losing your
visitors
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25. Conversions
What do you want the
visitor to do?
Fill out a contact form
Sign up for a mailing list
Click on a chat widget
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26. Goals - Ecommerce
Add product to cart
Go to cart
Review cart
Input payment information
Confirm payment
information
Thank you for purchasing!
Many eCommerce
packages build this in since
GA is everywhere
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27. Google Analytics
Social Reporting Tool
How does social
media affect goals
Which networks drive
traffic
Where people are
discussing your
organization
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28. Measure – Hard Metrics
Easy to do with
eCommerce but harder
to do with services.
Need to create custom
web addresses to share
to track in detail.
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30. Measure – Soft Metrics
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Number of followers on
social media networks
Number of posts,
comments, Tweets, etc.
Key influencers, who
already have a following
that is talking about you
Share of conversation
31. Measure
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What are they saying?
Are they saying good or
bad things about you? Are
the good comments
increasing?
Where is the conversation
occurring? (blogs, news
sites, forums, social media
sites)
32. Measure – Hard
Metric Comparisons
Pay Per Click (PPC) =
Cost Per Click (CPC)
Cost Per 1000 Impressions
(CPM)
Get comparison rates
from Google or
Facebook ads
38. Facebook-EdgeRank
Affinity – relationship with
object (is this person a
friend or did they just Like
something)
Weight-type of post
(images have the highest
weight)
Time Decay-decreases as
content ages
edgerankchecker.com
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∑ = Ue x We x De
= Affinity x
Weight x
Decay
49. Link Shorteners
Example: Bit.ly
Integrates with lots of
services (ex. Twitter)
What percentage of your
clicks contributed to the
overall number of clicks
on that link
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50. Click Tale
How visitors are
interacting with your site
What they are pausing
their mouse over
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