Web Analytics
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Web Analytics Wei Fang Head of Digital Services Rutgers University Law Librar
description
Web Analytics. Wei Fang Head of Digital Services Rutgers University Law Library. Web Analytics. Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage. --- Web Analytics Association (2006). - PowerPoint PPT Presentation
Transcript of Web Analytics
Web Analytics
Wei FangHead of Digital Services
Rutgers University Law Library
School of Law - Law Library – Newark
Using RUL Databases
Web Analytics• Web Analytics is the measurement, collection,
analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.
--- Web Analytics Association (2006)
School of Law - Law Library – Newark
Using RUL Databases
Why Web Analytics
• Paper based surveys• Online surveys
• Web analytics
Objective Accurate Up-to-date
School of Law - Law Library – Newark
Using RUL Databases
Methods• Counters• Cookies• Log Files
– Collected by severs• Web Analytic Services
– Client-side data collection (Page tags), done by JS.
– Or Packet-sniffing
• There will always be errors in Web analytics' data and it is hard to tell what the margin of error is.
School of Law - Law Library – Newark
Using RUL Databases
Apache Extended log file format Apache Common log file format Microsoft IIS W3C Extended log file format Microsoft IIS NCSA Common log file format Microsoft IIS log file format Sun ONE Web Server (iPlanet) log file format Netscape Web Server log file format WebSTAR Common Log Format (CLF) log file format WebSTAR Extended Log Format (ExLF) log file format Standard Common log file format Standard Combined log file format Windows Media Services W3C log file format Microsoft Windows Firewall log file format Squid log file format ………
Tools
• Sever log files
64.190.42.82 - - [13/Jun/2008:09:17:26 -0400] "GET /coah/1989/19890806.pdf HTTP/1.1" 200 53089 "http://www.google.com/search?hl=en&lr=&q=Angus+Harmony+Township" "Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; .NET CLR 1.0.3705)"
School of Law - Law Library – Newark
Using RUL Databases
Tools
• Local Applications– Depend on
OS– Usually
require fees
School of Law - Law Library – Newark
Using RUL Databases
Tools• Server-based services
for Web analytics– Such as Analog,
Webalizer, AWStats, etc.
School of Law - Law Library – Newark
Using RUL Databases
Tools• Analytics in A Box (AIB)from Google
– Software (Urchin) and Hardware (Coradiant)– Uses Packet-sniffing instead of serer log and
page tags– Runs behind firewall– Monitors Web site activities and server
performances
School of Law - Law Library – Newark
Using RUL Databases
Tools• Web-based services for Web analytics
– Google Analytics http://www.google.com/analytics/
– Lyris http://www.lyris.com/company/– StatCounter
http://www.visistat.com/– VisiStat
http://www.visistat.com/
School of Law - Law Library – Newark
Using RUL Databases
Life Cycle of Web Site Design with Web Analytics
Goals
Objectives
Analysis
New Design
Monitoring
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Target
Total Visitors
Bounced VisitorsNon-Bouncing Visitors
Abandoned
Stayed
2-3% Source: the e-tailing group, April 2007
School of Law - Law Library – Newark
Using RUL Databases
Google Analytics• Acquired Urchin in March, 2005 (
http://www.google.com/urchin/)
• Google Analytics collects server activities and store data on its servers, whereas Urchin is downloadable and can be used to analysis log files locally
• Free with an active Adword campaign or if your site is less than 5 million pageviews per month per account
(Google Analytics TOS, 2010)
School of Law - Law Library – Newark
Using RUL Databases
Data Accuracy• Not real-time, about 2 to 24 hours delay• Slow loading time• Redirect• Setup: page not taged
– Static page VS. Dynamic page– Tracking code placement </body>
– sitescanga.com• JS errors• Misinterpretation
School of Law - Law Library – Newark
Using RUL Databases
Reports• Annual reports• Activities of one article or an area• Redesign Web Site
– Visitors’ computers– Network load
• Tune up performance– Purchasing new equipment– Expending network
School of Law - Law Library – Newark
Using RUL Databases
Simple Statistics
School of Law - Law Library – Newark
Using RUL Databases
Simple Statistics
School of Law - Law Library – Newark
Using RUL Databases
Dimensions and Metrics
School of Law - Law Library – Newark
Using RUL Databases
Dimensions and Metrics
M1 Visitors: ga Visits
D1 Visitor: ga Network
Location
D1 Visitor: ga Connection Speed
D1 Visitor: ga Browser
D1 Visitor: ga Date
School of Law - Law Library – Newark
Using RUL Databases
D1 Visitor
Network Location
Connection Speed
Browser
Date
Dimensions and Metrics
D5 Internal Search
Network Location
Connection Speed
Browser
DateD3
Content: ga
pageTitle
M1 Visitor: ga entrances
M1 Visitor: ga exits
M1 Visitor: ga visits
M1 Visitor: ga timeOnPage
M1 Visitor
: ga visits
Network Location
Connection Speed
Browser
Date
School of Law - Law Library – Newark
Using RUL Databases
Dimensions and Metrics• 2-pair combinations
– Metric to metric– Dimension to metric– No Dimension to Dimension
• Custom report for queries that have more than 2 fields
http://code.google.com/intl/en/apis/analytics/docs/gdata/gdataReferenceValidCombos.html#queryValidation
School of Law - Law Library – Newark
Using RUL Databases
Data Output• Why
– Use other statistical programs to process data
– Archive– Share with others
• Formats– PDF, XML, CSV, CSV for Excel and TSV– Google Analytics API
• Data Export API
School of Law - Law Library – Newark
Using RUL Databases
References• Google Analytics Developer’s Guide• Using Google Analytics for Improving Library Website
Content• Advanced Web Metrics with Google Analytics
