Web analytics involves measuring and analyzing internet data to understand and optimize website usage. It provides insights into visitor behavior and how traffic changes with campaigns/events. The basic elements include tracking people, the source of traffic, site interactions, and outcomes. Key metrics include conversion rates, time on site, and traffic sources. Common approaches to web analytics tracking include analyzing web server log files and tagging pages.

1. Abhijith Ramalingaiah

2. “Everything is Better When Measured” -Dorian D

3.  Web Analytics(WA)
 Scope of WA Applications
 Basic Elements of WA
 WA Reporting & Strategy
 WA Categories
 Advanced WA
 WA Tracking Approaches

4. It is the collection, measurement, analysis and reporting of internet data
for purposes of understanding and optimizing web usage.

5. • It’s gives data that uncover the truth about websites.
• Provides information about visitors behavior, gauge traffic across multiple web
channels which is useful for market research.
•
It helps one to estimate how traffic to a website changes after the launch of a new
campaign or an event.

6. 1. People 2.Source of
Traffic
3. Site Interaction 4. Outcome

7. Objectives KPI Measurement
- Increasing purchase conversion rates
- Increasing average order values
- Increasing time spent per visit
- Increasing subscr. & regists.
- minimizing bounce rates.
- Increasing advertising click- through.

9. Campaign Traffic Referred Traffic Direct Traffic
Email marketing Paid search management Entering with URL
Affiliate programs Banner advertising Bookmarks
Campaign Landing Pages Home Page
Product Category Pages
Quit Conversion Process Quit
Successful
conversion Engagement
Layer

10.  Visits
 Device
 Average time spent
 Path Analysis
 Traffic Source
 Visitor Profile
 Conversion rates….
Helps in knowing What, When & Where questions..?

12. How can I understand my customer(visitor) behavior?
1. Web server log file analysis 2. Page tagging

13. Pros :
 The data is on the company's own servers.
 Historical data can be reprocessed easily.
 Can differentiate between partial and complete action.
 Tracks search engines & spiders by default, which is useful information for search engine
optimization.
 Log files require no additional DNS Lookups. Thus there are no external server calls which
can slow page load speed.
Cons:
 Not real time data.
 Proxy and caching inaccuracy.
 Required to feed logs everyday.
 Required own team to maintain in house server.

14. Pros:
 Real time data.
 More accurate as it includes the page viewed from cache.
 Assigning a cookie to the user, which can uniquely identify visitor.
 Can report on events which do not involve a request to the web server, such as interactions
within Flash movies, mouse events such as onClick & onMouseOver.
Cons:
 Mistake in tags leads to data loss.
 Page tags are reliant on JavaScript and cookies .
 Privacy Concerns.

15.  Web crawlers - Spiders
 Bots - robots.txt
 Cookie
Two types of cookies
1. Session OR Transient cookie
2. Persistent OR Permanent cookie
Reference -
http://en.wikipedia.org/wiki/Web_analytics