Basic Web + Social Media Metrics: Non eCommerce Sites

Laura Lee S. Dooley, Online Engagement Strategist, World Resources Institute

Using Google Analytics May 29, 2009

Basic Web + Social Media Metrics: Non-eCommerce Sites

Laura Lee S. DooleyOnline Engagement StrategistWorld Resources Institute (www.wri.org)twitter.com/[email protected]

http://www.wri.org/

mailto:[email protected]



www.wri.org



Goal of WRI online communications

Satisfaction in Engagement

Ambassador/Evangelist

Ownership and Support

Word of Mouth

Repeat Customers Rel

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METRICS MANTRA:

“You can’t manage what you can’t measure.”



Measuring beyond your website



Designing for online conversations



Measuring online conversations: Radian 6



Measuring online conversations: Radian 6



Basic metrics



Visitors | Subscribers | Fans-Friends-Followers



Pageviews | Clickthroughs | Views-Reach



Referrers | Reposts | Retweets



Search Terms | Keywords | Tags | Adwords



Seasonal Traffic | Topics | Events



Regular Traffic Trends



Bounce Rate



Exit Pages



Pages Per Visit | Comments | Posts



Time on Site | Time on Page



Jon

Fra

vel

New v. Returning Visitors



Popular Links | Popular Pages | Navigation



Geography | Demography



Conversion ?!?



Trends Over Time | Changing Metrics



Using Google Analytics



Use Google Analytics to answer …

• How are visitors using my site?

• How can I make marketing campaigns more effective and accountable?

• Am I creating effective content?

• How can I improve my site navigation?



ga.js PageTracker Code

<script type="text/javascript"> var gaJsHost = (("https:" == document.location.protocol) ? "https://ssl." : "http://www."); document.write(unescape("%3Cscript src='" + gaJsHost + "google-analytics.com/ga.js' type='text/javascript'%3E%3C/script%3E")); </script> <script type="text/javascript"> try { var pageTracker = _gat._getTracker("UA-XXXXXXX-X"); pageTracker._trackPageview(); } catch(err) {}</script>



1st party, non-obtrusive cookies challenges

• Cookies blocked or deleted

• Javascript blocked

• Cached pages

• Javascript error

• Mobile device access

• NO personally-identifiable info collected



No reporting tool is 100% accurate



Navigating Google Analytics



Key options

• Setting active date range

• Setting comparison date range

• Graphing by day, week, and month

• Multi-line graphs

• Graph roll-overs

• Date exports

• Email reports



Features

• Map Overlay

• Adwords Integration

• Internal Site Search

• Benchmarking, Goals

• Funnel Visualization

• Customizable views

• Open API



Dashboard



Visitors Traffic Sources Content Goals



Help Resources

Settings

ReportNavigation

Export Options &

Email Setup

Help Center

Calendar/Date Slider

Customizable graph:by time and up to 2 metrics

Advanced Segments

Site Usage Statistics



Ebb and flow of traffic by day, week, month



Correlations between different metrics



Content detail vs. site average



Narrative

Title

Additional Reports

Breadcrumb

Scorecard



Narrative

Title

Breadcrumb

Scorecard

AlternativeReports

Display Options

Content Options

AdditionalReports



Basic Web + Social Media Metrics: Non eCommerce Sites

Education

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followerslaura lee

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