Web Analytics - Topics A-Z
Topics A-Z listing of articles and resources about web site measurement, web analytics and web traffic analysis.
This category last updated: 22 August 2013
Excel Statistics for SEO and Data Analysis
- by Virgil Ghic. SEOmoz - The Daily SEO Blog, January 4th, 2013. "Everybody has probably already realized that there is almost no data that we cannot get. We can get data about our website by using free tools, but we also spend tons of money on paid tools to get even more. Analyzing the competition is just as easy, competitive intelligence tools are everywhere, we often use Compete or Hitwise. Opens Site Explorer is great for getting more data about our and competitors backlink profile. No matter what information we are trying to get, we can, by spending fortunes or no money. My favorite part is that almost every tool has one common feature and that is the "Export" button. This is the most powerful feature of all these tools because by exporting the data into Excel and we can sort it, filter it and model it in any way we want. Most of us use Excel on the regular basis, we are familiar with the basic functions but Excel can do way more than that. In the following article I will try to present the most common statistical techniques and the best part it is that we don't have to memorize complicated statistical equations, it's everything built into Excel!
Statistics is all about collecting, analyzing and interpreting data. It comes very handy when decision making faces uncertainty. By using statistics, we can overcome these situations and generate actionable analysis..."
Analytics For The New Social Media Manager
- by Carrie Hill. Search Engine Land, January 22, 2013. How to use Google Analytics custom reports, advanced segments, entrance paths and sources to create benchmark data to provided insightful analytics to help you manage your social media.
Reporting On Social Media Engagement
- by Carrie Hill. Search Engine Land, December 14, 2012. "... Measuring engagement and revenue has historically been a real pain when it comes to social media campaigns. In the last few years, analytics platforms have done more to make these features available, but it’s still not as simple as revenue tracking from a PPC ad or an organic listing. There are some custom reports and filters that can make your life easier, and the platforms themselves are developing easier-to-use reporting features as well..."
Goodbye Web Analytics, Hello Customer Analytics
- by Elie Khoury. Woopra - The Customer Analytics Blog, January 30th, 2013. "... Traditional web analytics focus on aggregate and anonymous data. You see web traffic as a series of 'uniques', rather than individual customers. This works well for some companies, such as media sites, who care primarily about aggregate traffic data. However, for customer-focused organizations, like SaaS and e-commerce, it's not traffic numbers that matter, but rather real customers – the people who are paying you – and their engagement with your site and product. These businesses need to track not just how many page views they receive, but how individual customers actually use their products..."
Analytics Are Not the Same as Insights
- By Danny Brown, Business 2 Community, Published December 14, 2012. "Take a look around the web – especially on social networks – and you'll see a lot of people and brands complaining about their marketing results.
From complaining about lack of action on a blog or website to little return on Facebook or LinkedIn, there's a whole swathe of people blaming the lack of success on anything and everything.
'But have you looked at why you’re failing?' you can ask, and you’ll get the response, “Yes – we have analytics installed and we know we're not getting the reach and results we’re looking for.'
And, usually, that's the crux of the problem right there – because people are confusing analytics with the solutions to their problem, when it's more than that that's needed..."
A Framework for Implementing Web Analytics
- by Charlie Wang. ClickZ Asia, December 6, 2012. "... But in order to truly get the most value out of web analytics, it's important to have a holistic approach to implementation. Today I’d like to delve deeper into a framework for implementing web analytics.
Now web analytics is nothing new to digital marketers. In fact, most brands and agencies have been doing web analytics for years. If you're one of those marketers, then ask yourself honestly the following questions:
- Do you know the purpose of looking at certain metrics?
- Do any of your web analytics reports tie to your business objectives?
- Do you have any insights after reading your Google Analytics or Omniture report?
- Do you know what actions to take after you read your reports?..."
Analytics reporting with Google Apps Script at the UK Cabinet Office
- Posted by John Milinovich, Google Analytics team. Google Analytics Blog, Thursday, December 6, 2012. "Guest author Ashraf Chohan works at the Government Digital Service (GDS), part of the UK Cabinet Office. Originally posted on the Google Apps Developer Blog by Arun Nagarajan.
Recently, when we were preparing the launch of GOV.UK, my team was tasked with creating a series of high-level metrics reports which could be quickly compiled and presented to managers without technical or analytical backgrounds. These reports would be sent daily to ministers and senior civil servants of several government departments, with the data customised for each department.
We decided to use Adobe InDesign to manage the visual appearance of the reports. InDesign’s data-merge functionality, which can automatically import external data into the layout, made it easy to create custom departmental reports. The challenge was to automate the data collection using the Google Analytics API, then organize the data in an appropriate format for InDesign’s importer..."
Making Analysts Even More Indispensable
- by Jim Sterne. ClickZ, December 6, 2012. "Marketing/customer analytics types are pretty secure in their jobs at the moment. If you're managing an analytics team, you know how hard they are to find, how tough it is when you lose them, and how willing you are to put up with sub-genius performance. After all, the job requires a lot of knowledge, a lot of intelligence, and a lot of that certain special something called creativity.
You may despair at the idea of demanding more from your analytics team, for fear that they will actually answer the phone the next time a recruiter calls. You worry about all of that intellectual prowess walking out of the building each night. It leaves you cold.
What to do?
Make them even more indispensable than they are already..."
5 Ways To Ensure Google Analytics Is Running Perfectly
- Google Analytics Blog, Thursday, November 29, 2012. "The following is a guest post contributed by Daniel Waisberg, Owner of Conversion Journey, a Google Analytics Certified Partner, and Founder of Online Behavior, a Marketing Measurement and Optimization portal.
Abraham Lincoln once said: "If I had eight hours to chop down a tree, I'd spend six hours sharpening my axe." The same is true for measurement: it is of extreme importance to spend the necessary time thinking through which data should be collected and whether the collection works as planned (once implemented). Very often, the implementation model and quality assurance do not receive the proper attention..."
Set up a conversion funnel in Google Analytics in one minute
- Written by Simone Luciani. Search Engine People Inc., 15 November 2012. "What is a conversion funnel? It's a digital marketing term used to describe the graphical report representing a series of pages or steps that a users visits before converting.
It's a very useful report to understand where users are dropping off in the conversion process.
With this quick guide I will help you set up a conversion funnel in Google Analytics..."
Social media – Must we measure?
- by Emer Coleman. Government Digital Service, 21 November 2012. "It's been some months since GDS published our social media guidance for Civil Servants, and there's been lots of interest across the civil service (and beyond) in the idea of social in government. We've had queries from other countries too about our approach, and I recently Skyped into a conference that the Dutch Government were hosting to talk how they approach social media and what they might learn from the UK.
There, and in our work across government, it's clear there's still a lot of work to do to represent the benefits of social media. Metrics and measurement are a particularly thorny issue, as colleagues are asked to make business cases for the use of social media..."
65 Metrics To Track Blog Success
- by Heidi Cohen, Posted on November 18, 2012. "To measure your blog's success, start by setting your blog's goals and determining which metrics are most effective to track your progress against these objectives. This holds whether your blog is B2C, B2B, not-for-profit (NFP), or solorpreneur.
Blog metrics are all about attracting the right audience and getting them to take appropriate action as a result of reading your posts.
Further, before you jump in and start tracking blog results, assess the difficulty and cost of your related analytics. While there’s a wide range of options available, Google Analytics, which I use, provides basic tracking of blog visitors. It’s free and easy to use..."
Mobile Marketing & Measurement Snapshot: Google & ClickZ Insights
- by Miranda Miller, Search Engine Watch, November 13, 2012. "Mobile has become an integrated part of the marketing mix and is no longer an add-on to campaigns. In fact, it's the central focus for a growing number of marketers, 87 percent of whom are planning to increase their emphasis on mobile in 2013.
Google Analytics are making mobile measurement their focus going into the next year, says Product Marketing Manager Adam Singer. His team has just released the results of a recent research project on the mobile marketing opportunity by Google Analytics and ClickZ..."
14 Ideas To Utilize Custom Variables For Search & Social Tracking
- by Jordan Kasteler. Search Engine Land, October 30, 2012. "... Custom variables generally operate on three levels, or scopes: Visitor, Session, and Activity.
- Visitor: A specific client (visitor) on a specific browser/device. This will stay active throughout each of a client’s visits to your site (unless the client clears its cookies).
- Session: Stays active for the period of time a visitor is on your site.
- Page: Tracks a certain activity on a certain page.
Standard (free) Google Analytics users only have five slots for custom variables. This allows plenty of room for customization, but it does limit how much you can measure: users must choose what’s absolutely essential. Premium users, however, have a whopping 50 slots to play with..."
Free Code: Event Tracking for Google Analytics
- By Nathan Wall, New Zealand Government Web Toolkit, 23 October 2012. "Do you use Google Analytics (GA) for tracking visitors to your website? Yes? Then read on. If you don't currently use GA on your website then this post isn't going to be relevant for you. But I would then ask, you are using something to track your site's users aren't you?
Note: Throughout this post I just talk about GA, but this script can be used with Urchin too. Also, be warned that this post is aimed at web developers with a technical background....
Event Tracking is a feature of GA that allows you to collect data about things your site visitors do, in addition to just tracking page views. The data you collect is also completely separate from your pageviews so you don't artificially inflate your data..."