WEB ANALYTICS

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• WEB ANALYTICS

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PAGE IMPRESSIONS

• Page Accesses
• the number of times a page is requested.
• Page Impressions
• the number of times a page is viewed
  successfully.
• Yearly reports reveal seasonal activity
• Monthly reports give additional details on
  seasonal activity
• Weekly reports and Hourly reports shed light on
  type of activity.

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Summary
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Accesses per hour Figures are totals for that
hour of each day in the time period
analyzed.                                  
Accesses per day
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Referrers Adwords and Keywords

• Referrer or referring page is the URL of the
  previous webpage from which a link was followed.
• Keywords are search terms typed in by the user.
• Adwords are words that trigger ads on popular
  search engines or affiliate websites.
• Referrer reports help us choose affiliates and
  search engines. They also help in profiling
  customers.

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Unique Visits

• A session is the period of activity between a
  user logging in and logging out.
• IP addresses are used to identify unique users in
  combination with sessions.

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Pages Per Unique Visit
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Demographics of the Customer

• Know where your customers live.
• Get an idea of what your customers need.
• Identify markets to enter and types of customers
  to service.
• Browsers and Operating systems are included into
  Web Demographics.
• Identify technical details necessary for your
  website.

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Metrics

• Click-through rate or CTR is a way of measuring
  the success of an online advertising campaign.
• A CTR is obtained by dividing the number of users
  who clicked on an ad on a web page by the number
  of times the ad was delivered (impressions).
• For example, if your banner ad was delivered 100
  times (impressions delivered) and 1 person
  clicked on it (clicks recorded), then the
  resulting CTR would be 1.

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Metrics

• Percent One-Page Visits
• One Page Visits divided by Total Visits.
• Percent One Minute Visits
• Use session data to identify those users who
  stayed on the website for one minute or less.
• Session aggregation using cookies or login
  subsystems.
• Aggregate users activities over several sessions.
• Car activity.
• Split Studies

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• Example.
• Popular news information website redesigned its
  ad delivery format to reduce bounce rate.

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Metrics

• Conversion rate
• percentage of visitors who take or complete a
  desired action
• Retail - number of visitors who make a purchase.
• Content Websites number of visitors who
  register their details to become a part of your
  community or to receive information.
• Customer service and support websites number of
  customers who successfully locate the information
  you want them to find.
• Lead Generation Sites - number visitors who
  opt-in and give you the right to contact them
  again.

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Search Log Analysis

• Search log analysis involves examining the text
  typed into search boxes. This can provide
  insights into.
• Unmet customer demand (they are searching for
  things the site does not have),
• Customer language (they are using a different
  word for something you have),
• Flaws in site design (they cant find something
  that exists at the site because it isnt
  prominent enough or placed well).

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Review
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Search Marketing Facts and Projections

• Myspace and Ebay receive the most search hits.
• Paid search ads work are most effective at
  creating responses and email rented lists are the
  least effective.
• Mobile devices are the new target for search
  marketing.
• Localized results.