It will give you the knowledge of what web analytic iss and what are the metrics used while working in this area

1. WEB ANALYTICS AND METRICS

2. WHAT IS WEB ANALYTICS?
Analytics is the act of distinguishing categories within
recorded stats, and analyzing for patterns. The process of
analytics means, literally, taking apart the whole of
something in order to study its component parts
Web Analytics It is the process of measuring, collecting,
analyzing and reporting on internet data for the purpose of
understanding how website is used by audience.
To determine its success:
Study of visitor.
Navigation.
Traffic Pattern.

3. THE VALUE OF WEB ANALYTICS
Make smarter business decisions
Increase revenue online.
Decrease costs
 Optimized marketing investment.
 Effective site design & content management.
 Improved customer self-service.
Maximize return on insight
 Decrease acquisition costs
 Increase conversion rates
 Improve customer retention

4. How a web analytics helps business
grow?
Web Analytics is a great thing which helps you to take some important
business decisions .
Web analytics Web site analytics is a continuous and repetitive process
comprised of five major steps:
Collect, measure, report, analyze and optimize.
These are:--
Set Goals - Identify clients' goals and objectives
Measure - Use web analytics software to collect relevant data
Report - Compile data in relevant, human-readable reports tied into KPI's
Analyze - Define web site or landing page changes based on report
analysis
Optimize - Test and implement modifications and repeat

5. WHAT CAN WE TRACK?
 Things like……
How people arrive at website?
How they navigate a website?
How they find information on a website?
How they value website content?
How they respond to call-to-action?

6. TRACKING VARIABLES
With Tracking Variables, you can present important, business-specific data
that will help increase customer retention and chase flaws of our site.
Any web-accessible information from your Web Site or databases can be
used as tracking variable for e.g. user logins, Unique Id , marketing
campaign data.
Theses also helps in indentify visitors coming from your online marketing
campaigns.
Business Reports are also available to generate comprehensive analysis of
Tracking Variable.
There are three different types of Scope:
Visitor, Session and Page.
Visitor scope: value associated with unique visitors.
Session scope: Value associated with session.
Page scope: value associated with specific page in navigation sequence. E.g.
keyword search

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8. Reaction Reporting
Analysis
Decision
Action
Report on the key
metrics per your site
objectives
R.A.D.A.R. model
Measurable Improvement Cycle :It is a simple process to improve your
website that will help focus your benchmarks.
Analyse the data to
identify trends and
areas that need
improvement
Decide which area of the
site to focus on now
Take action!
Make a change
and monitor the
reaction it triggers
With every action,
there’s a reaction
from your visitors
to the change
you’ve made

9. TYPES OF WEBSITES & METRICS USED
Commerce
 Bounce Rates
 Conversion Rates
 Customer Loyalty
 Average Visit value
 Content/Media Sites
 New Visitor Rate
 Page depth
 Returning visitor ratio
 Visit depth
 Lead generation
 Cost per lead
 Traffic concentration
 Support/Self Service
 Internal Search phrases
 Customer satisfaction

10. Web usage and patterns
Financial
analysis (ROI)
User supplied data
Transactions
Site
performance
Usability
Web
Metrics
Metrics
The ‘metrics’ of web metrics refers to measurement, the science of measuring
websites. Specifically, measuring website events, and extracting trends.

11. METRICS GOALS AND RESULT
The Goal of Web Metrics is to show you how to :-
 drive improvements.
 Increase Conversion.
 Increase Customer Retention.
 Evaluation of how site performs.
 Improve your search engine marketing
(SEM) campaigns and website
performance
Hence Results are Happy customers and Higher ROI

12. KEY PERFORMANCE INDICATORS
Key Performance Indicators, also known as KPI or Key Success
Indicators (KSI), help an organization define and measure
progress toward organizational goals
Whatever, the performance indicators are there they must key to
success and they must be quantifiable(measurable),actionable.
These are long term indicators.
Usability in KPI:
Increases Revenue
Reduces Cost
Improve Customer Loyalty and Satisfaction

13. HITS
Hit in Web analytics is: "any request for a file from a Web server“
Or
Total number of server requests serviced by the server
This means that every request that is made to a Web server can be
considered a hit.
 Every time an image is downloaded for display on a Web page is
a hit. For example, a simple Web page with seven images would
result in eight hits to the server.
 Requesting auxiliary files like CSS or JavaScript are all counted as
hits.
They are only really useful if you're a Web server administrator and
you want to find out why a page is slow to load.

14. “SESSIONS”
A period of activity (all hits) for one user of a
website. A unique user is determined by the IP
address or cookie.
Typically, a user session is terminated when a user
is inactive for more than 30 minutes which is the
default time-out value of any web application (can
be changed)
Session Tracking
This mechanism which helps the servers to maintain
the state to track the series of requests from the
same user across some period of time.

15. PAGEVIEWS OR PAGE VIEWS
A pageview is each time a visitor views a page on your website, regardless of
how many hits are generated or request made to the server for a page.
Pageviews are the successful loading of a document from a Web server by a
visitor. Page views are an attempt to measure how many documents were
viewed by customers on your Website. This includes images, scripts, CSS, and
sometimes sound and video files.
Pageviews are used to convey the popularity of your Web site or page.
What Pageviews generally do not include:
error pages
views by robots
 Files that are generally considered "part" of a Web page, but not the
complete content segment themselves are not usually considered a pageview.
Page views per visit. This is the depth of site exploration. How engaged are
visitors, to the site.
Average Number of Page Views per Visit — Page Impressions/Visits

16. VISITOR
A visitor is a unique individual user of a web
Site
 Tracking methods vary

17. VISITS OR SESSIONS OR USER SESSIONS
A visit is a collection of documents viewed by a given user and IP
address combination (or if you have logins, the actual
customer logged in) during a pre-defined unit of time.
This is the Activity for one visitor also default 30 minutes of
inactivity also called a visit.
A visit is an interaction with the website for a specified period of
time. It is how a user wanders over your website.
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For example: If a visitor visits your website considered as one
visits and if he goes for a 30 minutes break ,then he’ll be
terminated considering as left the site. Again Wandering after
specified time (30 min.) then considered as two visits.

18. New Visitors: The number of Unique Visitors who is visting the site for
first time.
Returning Visitors A returning visitor is a visitor who visits your site
with a 24 hour period in between

19. UNIQUE VISITORS
UV is the Interaction of a single user has with a website over
time.
A unique visitor is a person (usually defined by user-agent and
IP) who has come to your Web site within a pre-defined
period of time. These are the actual people visiting your site
and they can only be counted once during your time frame.
For Example:
If I visit your site once today and again two days from now and
your measurement timeframe is 1 week, then I would be
counted once. If your measurement were daily, then I would
be counted for each day I viewed your site.

20. CLICKSTREAM ANALYSIS
A clickstream is a series of page requests, every page requested generates a
signal.
It is recording of what a user clicks on web browsing.
Clickstream Analysis is a tracking system which gives webmasters insight into
what visitors on their site are doing. These are presented in order they were
viewed.
Also called ”succession of mouse clicks”.
This Analysis helps further to-
 Obtain Quality traffic.
 These convert visitor to Customer.
 Creates action that generates revenue.

21. CONVERSION
Conversion: An action that signifies a completion of a specified
activity. For many sites, a user converts to customer if they buy a
product, sign up for a newsletter,or download a file.
Cookie deletion can have an impact on your conversion rate because
if a cookie is being systematically deleted, repeat visitor rates will be
under-counted and new visitor rates will be over-counted, thus
skewing the conversion rate metric by which you analyze your site's
overall effectiveness.
Conversion Rate: The relationship between visitors to a web site and
actions considered to be a "conversion," such as a sale or request to
receive more information. The conversion rate is the percentage of
visitors who do convert.

22. CLICK THROUGH RATE
Clickthrough rate or CTR is typically defined as number of clicks on an
ad divided by number of ad impressions for a given time period.
 It 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 a banner ad was delivered 100 times (impressions
delivered) and 1 person clicked on it (clicks recorded), then the resulting
CTR would be 1 percent.
The more successful the campaign, the higher the CTR.
Calculating click-through rate
CTR = (clicks / impressions) × 100

23. BOUNCE RATE
The percentage of entrances on a web page that result in an
immediate exit from the web site.
A bounce occurs when a web site visitor only views a single page
on a website and he leaves a site without visiting any other
pages before a specified session-timeout occurs.
Calculation
A visitor can bounce by:
 Clicking on a link to a page on a different web site
 Closing an open window or tab
 Typing a new URL.
 Clicking the "Back" button to leave the site
 Session timeout.
Bounce rate = total number of visits that left one page / total number of
web visits

24. RETURN ON INVESTMENT - ROI
What Does Return On Investment - ROI Mean?
It is the ratio of money gained or lost on an investment relative to
the amount of money invested.
To calculate ROI, the benefit (return) of an investment is divided
by the cost of the investment; the result is expressed as a
percentage or a ratio. The return formula:
In the above formula "gains from investment", refers to the
proceeds obtained from selling the investment of
interest. Return on investment is a very popular metric
because of its versatility and simplicity. That is, if
an investment does not have a positive ROI, or if there are
other opportunities with a higher ROI, then the investment
should be not be undertaken.

25. IMPRESSIONS
The number of times an advertisement has been displayed is
referred to as the number of impressions.
An impression is each time an advertisement loads on a user's
screen.
The display of an online advertisement (usually a banner ad) to a
web site visitor.

26. Campaign
• The Advertising campaign is a series
of advertisement messages that share a single idea
and which make integrated marketing communication.
Track ppc
campaign
• Tracking PPC campaigns is absolutely necessary to
ensure that your pay per click ads are effective and
attractive enough to bring more and more visitors to
your site
• You can use ga.js for tracking in Google analytics
Campaign
Pay per click (PPC) is an Internet advertising model used on websites,where
advertisers pay their host only when their ad is clicked.

27. “REFERRER” AND “DIRECT TRAFFIC”
No Referrer - Direct Traffic
“No Referrer” or “Direct Traffic” represents direct traffic to the web site
as the result of one of the following:
•Visitors who type the domain name directly into the browser
•Visitors who bookmark the site
•Visistors who have the page set as their home page
•Visitors who click on an email link, shortcut, or other direct link
Referrer or referring URL’s
Referrer is the page on another web site that linked visitors to your
site. Referring URLs tell you where your visitors came from to get to
your site. You can use this information to determine which external
sites are the best ones to place links on, or ads for, your site.
Where does our traffic come from? These are external web
pages that brought traffic to our site.

28. LANDING PAGES,EXIT AND ENTRY PAGES
Landing Page, is the page that appears when a potential customer
clicks on an advertisement. A page intended to identify the
beginning of the user experience resulting from a defined
marketing effort
There are two types of landing pages:
1) A reference landing page presents information that is relevant to
the visitor. These can display text, images, dynamic compilations
of relevant links, or other elements
2) A transactional landing page seeks to persuade a visitor to
complete a transaction such as filling out a form or interacting
with advertisements or other objects on the landing page, with the
goal being the immediate sale of a product or service.
Entry Page: The first page of a visit.
Exit Page: The last page on a site accessed during a visit, signifying
the end of a visit/session.
Page Exit Ratio (Page Exits/Page Visits)

29. CONTD….
Exits — The departure of a visitor from the site,
signifying the end of a visit or session or Site exits,
counted by site inactivity for more than 30 minutes.
Top Pages- The Pages that receive the most traffic
Visitor Path- The route visitor uses to navigate through
the website.
Visit Length – The total amount of time the visitor
spends on website.
Keyword Analysis- which keywords are visitors using
to find website.

30. TIME ON SITE
How long a visitor stays on your website has long been considered a key
indication of how successful that site is in attracting relevant visitors
True time on site:
Average Time on Site / (1 - Bounce Rate)

31. ADVERTISEMENT METRICS
banner ad - a graphical web advertising unit, typically measuring 468 pixels
wide and 60 pixels tall (i.e. 468x60).
button ad - a graphical advertising unit, smaller than a banner ad.
cost-per-action (CPA) - Online advertising payment model in which payment is
based solely on qualifying actions such as sales or registrations.
cost-per-click (CPC) - the cost or cost-equivalent paid per click-through.
customer acquisition cost - the cost associated with acquiring a new
customer.
Web site traffic - The amount of visitors and visits a Web site receives.
text ad - advertisement using text-based hyperlinks.
surround session - advertising sequence in which a visitor receives ads from
one advertiser throughout an entire site visit.
pay per lead (PPL) - online advertising payment model in which payment is
based solely based on qualifying leads.
pay per sale (PPS) - online advertising payment model in which payment is
based solely based on qualifying sales.

32. TOOLS FOR WEB ANALYTICS
AWStats
Elogic
Google Analytics
Unica
Web Trends
StatCounter
Core Metrics
W3Perl
Webalizer
Omniture