What are web analytics and metrics?
A marketing or advertising plan cannot exist without the result. Good or bad, there will always be results that you need to check on. They exist for a purpose and not there for nothing. All your efforts will be nothing if you don’t look at the result and try to come up with something based on it. Thus for web marketing efforts, it is important to know about web metrics and analytics.
Web analytics is the art of using traffic and sales statistics to understand user behavior and improve the performance of your website. In other words, it is a tool that measures your overall performance which will help you with your future marketing efforts.
When you say the word web analytics, your first question is probably which statistics to focus on? Because yes there are a lot! And you will waste time and effort analyzing all of them at 1 time.
In order to help, here are the statistics that you should focus on:
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1. Visits – This refers to how many times your website is viewed. The total traffic of your website.
2. Page views – The total number of distinct web pages downloaded (seen on the screen). So if you try refreshing the site you are currently on, it will count as another page views.
3. Unique visitors – The number of user sessions from different computers (that is different IP addresses) thus it will be smaller than the page views of your site. When you go to a site for the first time on a certain day, it will count as 1 unique visit and no matter how many times your refresh the page for that day, your page views will increase but your unique visit will only count as one.
4. Referrers – The website or pages that generated links to your website. If you have an active inbound link campaign, you can easily see which links are driving traffic your way.
5. Conversation rate – The calculated percentage where the denominator is the total visits. You decide on the numerator whether it Is a number of emails, sales, calls or clicks generated from the site, link or ad.
6. Time of day – the time of day where most people visit your site gives you an idea whether they visiting from work or at home. This will help you with your strategies like sending off press releases during lunch time as they are most likely busy on other time.
7. Length of visit – This will indicate the length or duration of visit either in minute or seconds they stayed on your website. A shorter stats means your web site needs some improvement like more content or some multimedia files that might interest them.
8. Day of the week – This will say whether they like browsing more on weekends or weekdays. It is good to know the day where a lot of interactions occur.
9. Search terms – terms that users put in search engine when they found your web site. If the keywords aren’t in your keyword list then you can add them. You might also want to incorporate these keywords on your PPC ads.
10. Countries – this is good to know if you have a global market or thinking about it.
If new to these, there are a lot of free site metric tools that you can use on your website. One of them is Google analytics. For a more in depth analysis that might will surely help you with your marketing and planning, you can take note of the following:
1. Analysis of your site’s downloaded PDF’s, audio, video and other files.
2. Map the host addresses to company names and details.
3. Information about where your visitors go after leaving your website.
4. Path through site analysis of your visitors where it tracks an individual user from entry to exist in a process called click stream tracking.