Web Analytics - Topics A-Z
Topics A-Z listing of articles and resources about web site measurement, web analytics and web traffic analysis.
A framework for measuring social media activity
A New Framework For Measuring Social Media Activity by Richard Pentin, Senior Planner, TMW on behalf of the IAB Social Media Council to help practitioners measure their activity effectively but also bring greater consistency across the industry.
Integrated Website Measurement and Demographic Profiling Report - 25 March 2004
Key findings and analysis of results of the effectiveness of the Victorian Government's online presence and users of Government services via the internet.
IT&T - 46: Website Measurement Policy
Departments and agencies must implement a website measurement facility on their Internet websites.
Social Marketing Analytics: A new framework for measuring results in social media
While numerous social media measurement technologies exist, no single tool can adequately measure and provide insights for all social marketing activity. As tools evolve, organizations must persevere by aggregating measures and evaluating results in the context of a Social Marketing Analytics framework. This document presents Web Analytics Demystified and Altimeter Group’s recommendations for measuring social media. Our hope is that by setting reasonable and realistic expectations, our clients and companies around the world can begin to make better, more objective decisions regarding their own investment in these emerging channels.
Web Analytics Articles - A-P - Archive
Archived articles and resources about web analytics.
Web Analytics Articles - Q-W - Archive
Archived articles and resources about web analytics.
Web Analytics Standard
At a minimum, all public-facing websites must implement the tracking code for the Whole of Victorian Government (WoVG) analytics account. The WoVG analytics account uses a single supplier (currently Google Analytics) to allow Victorian Government website statistics to be tracked consistently, and to be aggregated into a portfolio view. The supplier chosen is either a free or near‐free service, or is subject to normal Government procurement. A WoVG approach to web analytics will provide consistent information to central agencies that track the government's web portfolio as a whole, as well as providing all Victorian Government website owners with comparable metrics to evaluate their usage and performance.
Web Analytics Toolkit
The Web Analytics Toolkit provides an introduction to the importance of web analytics in measuring the success of and developing key performance indicators (KPIs) for your website.
Web Analytics: The past, present and future - Victoria Online Seminar Series August 2011
Victoria Online Seminar held Friday 26 August 2011. Hurol Inan presented on the past and present of web analytics and marketing optimisation. Hurol looked at the origins of measurement in the field of marketing, communication and advertising and then talked about the current practices and challenges while also making predictions about the future of web measurement with the emergence of social media and mobile devices.
Whole of Victorian Government Web Analytics Requirements
During 2007, The Victorian Government went to market for a whole of government web analytics tool - these are the requirements they used for that requirement
This category last updated: 9 May 2013
- Google, 2006. Free web analytics tool from Google. "Google Analytics tells you everything you want to know about how your visitors found you and how they interact with your site. You'll be able to focus your marketing resources on campaigns and initiatives that deliver ROI, and improve your site to convert more visitors..."
Measuring Social Media
- by Peter Da Vanzo. SEO Book, 2 May 2013. "Measuring PPC and SEO is relatively straightforward. But how do we go about credibly measuring social media campaigns, and wider public relations and audience awareness campaigns?
As the hype level of social media starts to fall, then more questions are asked about return on investment. During the early days of anything, the hype of the new is enough to sustain an endeavor. People don't want to miss out. If their competitors are doing it, that's often seen as good enough reason to do it, too..."
Measuring and Increasing the ROI of Your Content Resources
- Posted by Mike Pantoliano. SEOMoz - The Daily SEO Blog, April 22nd, 2013. "... With so much emphasis often put on the traffic generation potential of a good content marketing strategy, I want to focus this post on measuring and increasing the return on the (sometimes sneakily large) investment. Some common goals you'll hear surrounding a content marketing strategy include generating traffic for generic terms, increasing social shares, and developing the brand's authority (measured by increases in branded traffic, or some other indicator). In the right circumstances, all of these are nice metrics for the relevant stakeholders in the organization, but they're all just proxies for measuring the growth of a business. They're measurements of the means, not the end..."
Social Media Traffic: Get It Together in Google Analytics
- by Dorcas Alexander. LunaMetrics, Posted on April 25, 2013. "Your social media traffic data is split across several reports in Google Analytics. Are you taking steps to get it together?
Social media traffic sources appear in Social :: Network Referrals, as well as in Sources :: All Traffic and Sources :: Referrals. They also appear in Sources :: Campaigns if you use campaign-tagged links, not to mention the ones masquerading as direct traffic.
There’s little you can do about the direct traffic, but to get a handle on the rest of it, it’s helpful to understand where the reports overlap and where they don’t. Some of the sources for these visits are accounted for across reports. Others appear only in Sources reports and not in Social reports..."
A PR Dashboard for Google Analytics
- by Justin Cutroni, Analytics Blog, February 18, 2013. "I recently wrote a post about Google Analytics for PR pros. After walking through what metrics I thought were important, I included a link to a PR dashboard for Google Analytics that anyone can add to Google Analytics. Here’s an explanation of the dashboard...
This dashboard is focused on the visitors to a website, where they came from and what they do on the site.
It starts with a simple count of people and how many sessions they created. This is a good way to get an idea of the normal trend of traffic and people. If there any abnormal? Did you do something to cause a bump?..."
3 Key Google Analytics Features In-House Practitioners Should Be Using
- Posted by Krista Seiden, Product Marketing Manager, Google Enterprise. Google Analytics Blog, Wednesday, April 17, 2013. "Working as a practitioner in house at a technology company, one of my jobs is to teach my team members how to fish with Google Analytics. What should they be looking for in GA? Where do they start? What is meaningful? Are the campaigns being measured? Are the microsites tagged? These are the types of questions I get everyday, and very likely, you do too.
I've narrowed down my tips to 3 key things I try to get people comfortable with first (bite sized bits to get them hooked).
1. Event Tracking
2. Advanced Segments
Real-Time Widgets Now Available in Dashboards
- Posted by the Google Analytics Real-Time team. Google Analytics Blog, Tuesday, April 16, 2013. "The Dashboards feature in Google-Analytics is a great way to arrange a set of related custom widgets into a report you look at frequently (for example, see dashboards for a variety of use cases in our Solutions Gallery). Today we’re expanding dashboards' functionality with four new real-time widgets that you can and plug into any dashboard (new or existing) of your choosing!..."
11 valuable Google Analytics advanced segments
- by Graham Charlton. Econsultancy, 16 April 2013. "Along with custom reports (and sometiimes in conjunction with them), custom advanced segments are a great way of gaining extra insight and value from your Google Analytics account...
- Not provided segment for organic search
- Organic searches minus not provided
- Google+ traffic
- Search queries with multiple keywords
- Branded vs non-branded keywords
- Mobile traffic (excluding tablets)
- Organic traffic with conversions
- Social traffic with conversions
- Blog to website traffic
- Depth of visits
- Depth of visits for social traffic..."
Web and social media reporting can help Communication get a seat at the decision-makers' table
- eGov AU - Craig Thomler's professional blog - eGovernment and Gov 2.0 thoughts and speculations from an Australian perspective, Wednesday, April 10, 2013. "Yesterday morning I attended the first OPC IT WebEx event for the year, where we heard from three great speakers on intranet development, accessibility and the changing face of the media in Australia.
One particular statement that stuck in my mind was from David Pembroke, CEO of Content Group, who said that it was important for communications people to bring numbers to the table to gain a seat alongside other decision-makers, such as CFOs and CIOs who already have numbers in hand to support their positions.
While most agencies now track the traffic to their website and report raw numbers of followers, comments and mentions on their social channels, I believe there's still a way to go before these numbers are provided in the right way to the right people at the right time to help Communications areas - and particularly Online Communications - have the impact and the influence it deserves..."
4 Improvements To Google Analytics Real-Time Reports
- Posted by the Google Analytics Real-Time team. Google Analytics Blog, Thursday, March 28, 2013. "Real-time reports provide useful insights for businesses that help them understand how their systems are reacting, instantly, such as when you send out an email campaign or engage in marketing that has a temporal nature. It provides alerting / intelligence, giving insight into things that are new or different such as a sudden increase in site traffic. Real-time also lets you win social by capitalizing on trending topics. For example, if you noticed a blog post you published previously is suddenly gaining attention due to something happening in the news, you could highlight it on the front page of your site to draw additional attention and 'pour fuel' on the social fire.
Today, we're announcing 4 improvements to real-time reports. You can now:
- Analyze Events in real-time
- Breakdown real-time by Desktop/Tablet/Mobile traffic
- Create shortcuts to your favorite real-time segments
- Compare real-time filtered data against overall real-time data..."
Improving The Activity Stream In Social Reports
- Posted by Linus Chou, Product Manager, Google Analytics. Google Analytics Blog, Tuesday, March 26, 2013. "We've redesigned the Google Analytics Social Reports to make it easier to see the conversations and activity happening surrounding your content on our Social Data Hub Partners. We're introducing 2 new reports that make it easier to consume this data:
Data Hub Activity
The activity stream was previously available via drill down from the Network Referrals or Landing Pages reports. We have now made it a standalone report. By navigating to the Data Hub Activity report you’ll see a timeline of the number of activities that have occurred in the Social Data Hub and the raw activities in a list below. You can also filter this list by any specific networks you choose..."
The Truth About Social Media Measurement
- by Nan Dawkins. Marketing Land, March 26, 2013. "... Below are three steps that will help you ... create a measurement approach that is effective, actionable and customized to your unique needs:
Step 1: Document Function, Audience & Business Goals
Step 2: Identify Action Drivers
Step 3: Connect Data Sources..."
Expanding Universal Analytics into Public Beta
- Posted by JiaJing Wang, Product Manager, Google Analytics. Google Analytics Blog, Friday, March 22, 2013. "A typical consumer today uses multiple devices to surf the web and interact in many ways with your business. For most large businesses, already swimming in many sources of data, it’s an enormous challenge, but also an incredible opportunity.
Back in October, we announced the limited beta release of Universal Analytics as a way for businesses to understand the changing, multi-device customer journey. Today, we're excited to welcome and invite all Google Analytics customers to try Universal Analytics...
The benefits of using Universal Analytics to businesses are:
- Understanding how customers interact with your businesses across many devices and touch-points,
- Insights into the performance of your mobile apps,
- Improvements of lead generation and ROI by incorporating offline and online interactions so you can understand which channels drive the best results,
- Improved latency on your site by reducing client-side demands..."
Google Analytics User Conference - Sydney & Melbourne, June 2013
- Loves Data is hosting the Google Analytics Conference in Sydney on 19 June and Melbourne on 21 June. The marketing and technical tracks at this year's GAUC - Sydney & Melbourne will focus on case studies, real world solutions and new ways of using Google Analytics to measure and increase targeted traffic, leads, conversions and ROI for websites and budgets for all marketing channels, not just digital.
Topics will include how to use Google Analytics for remarketing campaigns, advanced attribution models as well as the latest techniques and tips for capturing and visualising data to make it easier to present, understand and action.
Justin Cutroni, Google's own Analytics Advocate from the US and highly respected Singapore-based Xoogler and Google Analytics expert, Vinoaj "Vinny" Vijeyakumaar, will be guest speakers at the event.
Why Loyalty Is a Killer Metric for Your Mobile App
- by Adam Singer. ClickZ, March 18, 2013. "In a previous post at ClickZ, we shared the metrics you should be measuring in your mobile app. In it, we outlined a comprehensive set of metrics that impact all parts of your application lifecycle: acquisition, engagement, and outcomes. In presenting on mobile app analytics around the world over the last year, I've noticed too many marketers and developers continue to obsess over just acquisition metrics. Today I'd like to share why I think engagement, specifically loyalty, is a killer metric within your application you should be analyzing as a priority, perhaps even before acquisition..."