Do you know how many people visit your website daily? Or what they do once they get there? Web marketers need the answers to these questions, but getting them isn’t always easy. With all the data available on the web, understanding which information is relevant for your business and how you can use it to optimize your web presence can be a difficult task. Leveraging web analytics data is essential for the ROI of any website, but many organizations just don’t know where to start. This webinar covers: • Why web analytics are so important • The main metrics you need to be measuring • How to use analytics to optimize your web presence

1. Web Analytics 101:
How you can use web analytics to increase your
website’s ROI
July 29th 2010
Presented by:
Richard Sharp and Amberlie Denny

2. 5 Things You Want to Know About this
Presentation
1. The presentation will be 45 minutes including Q & A
2. You can send your questions to us via your
GoToWebinar controls at any time during the
presentation
3. We will answer timely, topic-specific questions during
the presentation and save the rest for the Q & A
period
4. We answer all the questions we don’t have time for
during the presentation in a blog post later in the day
5. We will send out a link to the recording and a PDF of
the presentation slides after the presentation

3. Web Analytics (noun)
Pronunciation: /wɛb anə’lɪtɪks/
Web analytics is the
measurement, collection, analysis
and reporting of web data for
purposes of understanding and
optimizing web usage

4. Why are Web Analytics Important?
• They are tangible evidence of visitors actions on
your site
• They give you real insight into what your visitors
are doing once they arrive
• Measuring your website metrics is the only way
to optimize your website
• They give you proof of your website’s ROI
• They tell you areas to need to improve to reduce
barriers to sales and optimize your website for
conversions

5. What are the Different Types of Web
Analytics?
• Web Logs
– Web Log Expert
– AWStats
– WebTrends
• JavaScript Driven Tools
– Google Analytics
– Piwik
– Yahoo! Analytics
– WebTrends (On-Demand)

6. How Does Google Analytics Work?
• Google Analytics is a JavaScript driven tool
• Google produces a tracking code which you
place in the HTML of your website
• The code looks something like this:
<script src="https://ssl.google-analytics.com/urchin.js"
type="text/javascript"></script><script
type="text/javascript">_uacct="UA-414726-
1";urchinTracker();</script>

8. The 4 Basic Element of Google
Analytics
• Visitors - number of visitors, number of page
views, unique versus returning visitors
• Traffic Sources – direct, referral, search engine
• Content (Site Interactions) – top content,
entry pages, exit pages, navigation paths
• Goals (Outcomes) – conversion rates,
conversion values, conversion paths, funnel
analysis

10. What are the Basic Visitor Metrics to
Look at?
• Pageviews – The amount of views your website pages are
getting
• Visits – When someone arrives at your website and starts
looking at your webpages
• Unique Visitors – The number of distinct people that are
visiting (making visits) to your website in a particular period
• Time Spent – Indicates the amount of time a visitor spends
on your website and webpages
• Bounce Rate – Indicates the amount of people that upon
arriving at your website immediately leave

11. Long term Visitor Trending

12. Map Overlay
Canada = 72% USA= 28%

13. Time Spent On Site

14. Bounce Rate

16. What are the Basic Traffic Metrics to
Look at?
• Referring Sites– This tells you the places where people
are finding your website and visiting from
• Top Search Engines – Tells you which search engines
people are visiting your site from
• Direct Traffic - The number of visitors who come to
your site without first visiting a search engine
• Top Keywords – The top keywords people are typing
into search engines to arrive at your website

17. All Traffic Sources

18. Direct Traffic

19. Referring Sites

20. Search Engines

22. What are the Basic Content Metrics
You Can Look at?
• Top Content – The most frequently viewed content page on
your website
• Exit Pages – The amount of “exits” from individual pages on
your website
• Entrance Pages – The pages which are most often use as
“entrances” to your website
• Navigation Paths – Allows you to view how visitors got to a
page and where they navigated to after

23. Top Content

24. Top Landing Pages

25. Top Exit Pages

26. Navigation Paths

28. What are the Basic Goal Metrics You
Can Look at?
• Total Conversions – The total number of
conversions for all of the goals you have
created
• Conversion Rate – The ratio of visitors to your
site who convert website visits into desired
actions
• Funnel Visualization – Depicts the leaks your
conversion funnel by showing which pages
resulted in lost opportunities and where your
customers go

29. Total Conversions

30. Conversion Rate

31. Funnel Visualization

32. What are the Most Important Metrics
to be Tracking?
• Unique Visitors
• Traffic Sources
• Referring Keywords
• Top Content
• Bounce Rate
• Conversion Rate

33. How Often Should You be Looking at
Your Analytics?
• Google Analytics is updated every 24 hrs
• It’s important that you keep an eye on what’s
happening
• The amount you need to check will vary by
industry, but weekly is usual a good starting
point

34. Web Analytics Tips
• Set up IP filtering to exclude internal traffic
• Set up filtering to track full referring URLs
• Google Analytics URL Builder
– Allows you to track clickthroughs on calls-to-action by creating a
custom URL
• Set up goal tracking
• Schedule reports to be emailed
– Useful for organization where not everyone has access to Google
Analytics

35. Web Analytics 201 - Segmentation
• Sometimes aggregate data can be too general
for some users
• The best way to get deeper insights is to
segment your data by different dimensions
• Ex. If you want to get better analysis of your
traffic, segment it by geographic location as a
% of all your visits

36. Segments
Campus visitors Campus visitors
Campus visitors Campus visitors
Campus visitors Campus visitors

37. Takeaways
1. Configure your account correctly
2. Have targets that relate to your business
3. Look at the data regularly
4. Be curious
5. Focus on insights and outcomes
6. Not sure or don’t have time? – hire an expert

38. First three people to sign up for our feed
via email win a free Website Analytics Audit
Follow our blog at http://www.marqui.com/blog
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Richard Sharp, VP Marketing
richard.sharp@marqui.com
604.484.8543