Chapter 3: Analytics Flashcards
purpose of analytics
o Gather data about traffic of website
o Provide summary reports of this data
how analytics works
- gather data
- supplemental information
- summarize data
how to gather data
need to embed code in website
supplemental information
Identity of requestor
i. Identify if the same user comes on
ii. Does not know the name of user
iii. If log feature can see them on the website across all devices
Timing of request
i. Can tell the order of pages user views in a session
ii. Puts timestamp to tell how long was spent on each page
Navigation source
i. How the users are arriving at this website
ii. Ex: putting URL link directly in, Links form other websites, ads, etc.\
iii. If can from an ad can tell exactly which ad it came from
Technical information
i. Want to know if users of chrome or safari aft differently
ii. If desktop computer vs mobile act differently
iii. Will record information such as operating system, browser, screen size, and internet connection type
Geography
i. Will not know exact location but can tell general geography such as zip code
types of metrics
- traffic
- conversion/engagement
- revenue metrics
traffic metrics
Users
New users
i. Is it giving repeat traffic or new buyers
Sessions
i. Breaks down traffic and where it came from
Pageviews
i. What page they went to
ii. Page view is called a hit because each pageview requires a page request to hit the server
iii. Is a poor indicator of performance
- Conversion/ Engagement metrics
Event count
i. Basically useless
ii. Generating ad exposure is inexpensive and meaningless
iii. Is unreliable as a indicator of website performance
Conversions
i. Not just purchases!
Conversion rate
i. Typically means the purchase conversion rate
Average engagement time
- Revenue metrics
Revenue
i. Is not tracked automatically
Revenue per purchase (average order value)
Average purchase revenue per user
i. Total revenue / users
Retail KIP
a. Sessions
i. Want to see the potential of sale and try to increase this
b. Conversion rate
i. Increasing sessions resulting in transaction
ii. Can increase through A/B testing
c. Revenue per purchase
i. Can increase by either
1. enticing shoppers to buy more items
2. enticing shoppers to buy higher priced items
d. Revenue per session
i. If 5% conversion rate, revenue per purchase is $50, revenue per session is $2.50
ii. Need to know to know if profitable
- Lead generation KPI
a. Users
i. Repeat users are not beneficial
ii. Want to increase number of users not sessions for lead sites
b. Conversion rate
i. Lead can be generated in multiple ways such as filling form or calling company
ii. Phones calls are hard to track so not super reliable
c. Close rate
i. % of leads that convert into revenue for the company
ii. lead that does not become a customer as no value
d. closed deal value
i. average how much is the closed deal worth
e. revenue per sessions
i. hard to track
- Media KPIs
- Make money through advertising so concerned with visitors
a. Sessions
i. Repeat and new users are just as beneficial
b. Pages per sessions
i. Want to have high engagement in users
c. Average engagement time
i. More time the better
d. Conversions
i. Sign up for emails or premium memberships
- Social Media KPIs
a. Make money from advertisements so want user engagement
b. New account sign ups (conversions)
i. Large user base is important
c. Posts/Pins/etc
i. Needs user generated content
ii. Wants more users creating content rather then few doing a lot
d. Likes/Re-Pins…
i. Needs people to consume content
e. Average time on site
i. Total time per day is best measure
- Search engine KPIs
a. Goal = best content for users = user exit
b. Searchers
i. Rather then users
c. Conversion rate
i. Google does not use
ii. Search engines for hotels or cars will use
d. Page per session
poor conversion rate possible causes
o Poor messaging of website
o Poor audience selection
o Technical glitches
are all visitors equal?
No some will buy some will not
