Many businesses think the
work is done once they go live with their company website.
Just the opposite is true, it is just beginning.
So what happens after a new Web site goes live? Analytics.
Armed with proper statistics and business intelligence,
business managers and owners are able to make lower risk,
timely decisions for their company. To help you make the right
decisions we can help you:
Develop Current Norms
Determine Benchmarks
Set Milestones
Prioritize Measurements
Go One of the most important sets of data is the data you can
get from anlaysing your online web visitors. This will give
you insight into the interests and habits of your clientele.
Analytics store, manipulate, analyze, and deliver information
to the right people at the right time, to aid in the
decision-making process.
Web analytics is the measurement, collection, analysis and
reporting of internet data for purposes of understanding and
optimizing web site usage.
There are two categories of web analytics; off-site and
on-site web analytics.
Off-site web analytics refers to web measurement and analysis
irrespective of whether you own or maintain a website. It
includes the measurement of a website's potential audience
(opportunity), share of voice (visibility), and buzz
(comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor's journey once on your
website. This includes its drivers and conversions; for
example, which landing pages encourage people to make a
purchase. On-site web analytics measures the performance of
your website in a commercial context. This data is typically
compared against key performance indicators for performance,
and used to improve a web site or marketing campaign's
audience response.
Hits - A request for a file from the web
server. Available only in log analysis. The number of hits
received by a website is frequently cited to assert its
popularity, but this number is extremely misleading and
dramatically over-estimates popularity. A single web-page
typically consists of multiple (often dozens) of discrete
files, each of which is counted as a hit as the page is
downloaded, so the number of hits is really an arbitrary
number more reflective of the complexity of individual pages
on the website than the website's actual popularity. The total
number of visitors or page views provides a more realistic and
accurate assessment of popularity.
Page view - A request for a file whose type
is defined as a page in log analysis. An occurrence of the
script being run in page tagging. In log analysis, a single
page view may generate multiple hits as all the resources
required to view the page (images, .js and .css files) are
also requested from the web server.
Visit / Session - A series of requests from
the same uniquely identified client with a set timeout, often
30 minutes. A visit contains one or more page views.
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Visitor, Unique Visitors, Unique User - The
uniquely identified client generating requests on the web
server (log analysis) or viewing pages (page tagging) within a
defined time period (i.e. day, week or month). A Unique
Visitor counts once within the timescale. A visitor can make
multiple visits. Identification is made to the visitor's
computer, not the person, usually via cookie and/or IP + User
Agent. Thus the same person visiting from two different
computers will count as two Unique Visitors.
First Visit or First Session - A visit from a
visitor who has not made any previous visits.
Repeat Visitor - A visitor that has made at
least one previous visit. The period between the last and
current visit is called visitor "recentcy" and is measured in
day.
New Visitor - A visitor that has not made any
previous visits. This definition creates a certain amount of
confusion (see common confusions below), and is sometimes
substituted with analysis of first visits.
Impression - An impression is each time an
advertisement loads on a user's screen. Anytime you see a
banner, that is an impression.
Singletons - The number of visits where only
a single page is viewed. While not a useful metric in and of
itself the number of singletons is indicative of various forms
of Click fraud as well as being used to calculate bounce rate
and in some cases to identify automatons bots).
Bounce Rate - The percentage of visits where
the visitor enters and exits at the same page without visiting
any other pages on the site in between.
% Exit - The percentage of users who exit from a page.
Visibility time - The time a single page (or
a blog, Ad Banner...) is viewed.
Session Duration - Average amount of time
that visitors spend on the site each time they visit. This
metric can be complicated by the fact that analytics programs
can not measure the length of the final page view.
Page View Duration / Time on Page - Average
amount of time that visitors spend on each page of the site.
As with Session Duration, this metric is complicated by the
fact that analytics programs can not measure the length of the
final page view.
Page Depth / Page Views per Session -
Page Depth is the average number of page views a
visitor consumes before ending their session. It is calculated
by dividing total number of page views by total number of
sessions and is also called Page Views per Session or
PV/Session.
Frequency / Session per Unique - Frequency
measures how often visitors come to a website. It is
calculated by dividing the total number of sessions (or
visits) by the total number of unique visitors. Sometimes it
is used to measure the loyalty of your audience.
Click path - the sequence of hyperlinks one
or more website visitors follows on a given site.
With standard stats packages you may have access to standard
reports but are not sure that you are measuring the right key
performance indicators. We can help you get on track.
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