Week 12 questions.

Notes: “The data logged by servers can be analyzed to help optimize network infrastructure, improve web site architecture, measure the effectiveness of site design and advertising campaigns, and much, much more.” Sourced from: (http://digitalenterprise.org/metrics/metrics.html)

Questions:

Answer the questions that you can having completed the Google Digital Analytics Fundamentals :-

1) Looking at the site usage, what does the terms visits, page views and pages/visit mean? What does the bounce rate mean and does it vary much from day to day?

Visits: Is used to describe how many times people access a person’s site. It could also be described how many sessions are occurring on the site. Visit numbers can be recorded by cookies, or other means and can help chart growth patterns and site progress. The behavior report tracks the amounts of visits (according to Google analytic course). You can see the frequency of views, new and returning customers, as well as engagement!

Page views:  Can be concluded that it counts the amount of times a single user accesses that page. It can also track other things like which places within the website that they access whilst on their visit. It shows how “engaged” users are, this feature is installed on Facebook analytic for pages.

Page/ page visits: ‘Pages per visit is a Web analytics measure of how many pieces of content (Web pages) a particular user or group of users views on a single website.’ (https://www.techopedia.com/definition/27983/pages-per-visit-pagesvisit)

Bounce rate: Bounce rate is the percentage of sessions with only one user interaction. If certain regions have a higher than average bounce rate, your website may need to be optimized to appeal more to your given audience. I.e you should translate your site into their language or place more advertising there. Bounce rates count when users land on your site and do not interact with anything and leave, no matter how long they stay on that initial page for. Measures landing page effectiveness. Eg blogs may have high bounce rates because their initial page is their entirety.

2) Now look at the traffic sources report. What are the three sources of traffic and where has most of the traffic come from? There were a few reports for example, the Goal view report indicated the path users followed to get to a web page’s goal/site. The location report lets you see where your traffic is accumulating from and which country it was accessed in. It can also show where emerging markets are coming up (creating new traffic).

A dimension of a session is the traffic source that brought a user to your site. Helps you define your next marketing campaign, source and medium of where the user comes from will help establish that.

The three types of traffic are: 1. New vs returning customers. You can track their e commerce and compare their ratios. 2. Frequency and recurrence report, (how many days until users return to your site etc.) 3. Engagement rates: show you much time users spend on your site.”In Analytic, the search engines, social networks, ad campaigns, and other sources that send users to your property are collectively known as campaigns and traffic sources.” according to: (https://support.google.com/analytics/answer/6205762?hl=en)

3) What was the most popular web browser used to access the site?

Records all the mediums and tags you used. Within the ‘Collecting campaign data section’, Google / organic was the most popular source or web browser used to access the site with a score of 121,000 visits. YouTube came in third place. These are the places in which traffic clicked onto your sites link and we can establish that the most effective form of advertisement were in Google Organic.

4) How many countries did visitors come from and what were the top four countries?

Within the ‘Reporting Overview’, there were 10 differentiating countries. In terms to the Countries with the most views, the following consisted of- United States,

5) (a) What you can track: You can track qualitative and quantitative data from your website and the competition, according to: (http://www.kaushik.net/avinash/rethink-web-analytics-introducing-web-analytics-20/). You can track new users, geographic locations of site access and purchases, demographics such as age or gender, active users, interests and much more.

(b) What you can track over time: Visitor trends, longevity of site, customer loyalty, life time value, business data, effectiveness of decisions, measuring outcomes, consumer trends,

(c) What you can’t track: Customer wants, when there are no campaign tags (if you don’t tag your campaigns properly.)

6) What do the following terms mean? These are just a few, you may like to add some more yourself.

high bounce rate: If certain regions have a higher than average bounce rate, your website may need to be optimized to appeal more to your given audience. I.e you should translate your site into their language or place more advertising there.

Bounce rate is the percentage of sessions with only one user interaction.

Average Page Depth: In Web analytics, including Google Analytics, It measures how many number of pages on your website or page, that a visitor views whilst on a single session on your browser. (https://analyticsacademy.withgoogle.com/course/1/unit/4/lesson/5)

Click through rate: Is the amount of visitors to a web page who follow a hypertext link to a particular site.

Click: When users on your webpage access a part of your website by selecting with a mouse.

Cookie: The linking of data between a user’s browser and the webpage. They are used to track how users got to the site and also have some authentication services from current browsers (to see what type of people are visiting the site).

Impression: ‘In Web advertising, the term impression is sometimes used as a synonym for view , as in ad view . Online publishers offer and their customers buy advertising measured in terms of ad views or impressions.’ (http://whatis.techtarget.com/definition/impression).

Hyperlink: An element in an electronic document that links to another place in the same document or to an entirely different document.

Navigation: The ease and accessibility for users to navigate and search through your site.

Page viewEngagement is tracked through metrics and every time a user views a page on your site.

Session: Page views and events keep user sessions interactive. A session entails the length of time a user accesses your site and can differ according to your content.

Unique Visitors (or Absolute Unique Visitors): Create unique property or digital assets. Gives unique areas for visitors to view.

URL: Can be collected from the JavaScript and sent to Google for analyzing. Can be used as tags, multiples can be created: a specific name and tag for accessing specific sites or parts of a site.

Visitor: Is a metric of how many users visit your site at one time, to understand overall size of your audience. New vs returning users.

Visitor Session: Google tracks the time of your first interaction on your site and compares and subtracts it from the length of time of your last interaction. A sessions persists until the user stops engaging with the site. Can customize a length of a session. Eg a tech site may have periods of engagement that are short where on a video site a user wants to be watching videos at length.

Comparison shopping: An ability to compare and contrast prices from other sites or online stores. Consumers are presented with a range of options for purchasing or viewing information, they will use the site which has the most value.

References: 

http://www.webopedia.com/TERM/H/hyperlink.html

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