Web and Social Media Analytics

6/7/2016

Please Ask Questions!

2

Why Analytics

3

Why Analytics“What gets measured gets managed.”

-Peter Drucker4

Data Is EverywhereComputers make it easy

to store digital interactions

Typically you have access to this information

5

Better ToolsServices are providing

more than just the raw data

Graphs, charts, and other insights are now built in

Raw data downloads are still available

6

DownsidesData is largely fractured

Analysis Paralysis

7

What Can You Do With The Measurements?

8

Change design

Finding effective content

Change external marketing mix

Google Analytics

9

Why Google Analytics (GA)Free* if you have a

Google login

Easy to install

Lots of details

Enterprise analytics option

10

How Does It WorkLittle piece of code on

all pages of your website

Can leave it off of pages you don’t want to track

11

DownsidesDoesn’t track everyone

Visitors cookies need to be enabled

Requires Google account

Privacy

12

Vs. Other PackagesWebalizer AnalogWebtrends

Uses the raw server logs

Lots of noise

13

Interaction With Google SearchDoes send info about

your site and your visitors back to Google

“If a service is free, you’re the product.”

14

Visits and PageviewsVisits-how many

individual people visit the site

Pageviews-total number of pages that visitors have viewed on the site

Sometimes called “hits” interchangeably

15

Pages/Visit andAvg. Visit Duration

Pages/Visit -number of pages/divided by the number of visits

Avg. Visit Duration

16

% New Visits andUnique Visitors

% New Visits -how many visitors to your site are first time visitors

Unique visits-number of unduplicated visitors during the current time period

17

Bounce RatePercentage of visits that

go only one page before exiting a site

Use A/B testing and mouse tracking to determine what keeps people on your site

18

Location and Language

Location from your ISP

Whatismyip.com

Language from your web browser

19

Behavior: New vs. ReturningA measure of how

compelling the site’s content is.

Returning visitors: is there a favorite category or section of the site that they’re revisiting?

New visitors: are you updating enough?

20

Mobile % of mobile, devicesDo you need a better

mobile experience

Google will penalize your search results if you have a poor mobile site

21

Responsive Mobile

Traffic Sources

22

Traffic Sources - SearchOrganic

Paid

23

Traffic Sources - ReferralSocial sharing buttons

on your site Guest post on other

websites and include your link in the post

Web site fields on site profiles

Forum postsComments

24

Traffic Sources - DirectDirectly typing your

website into the browserClicking on a link in an

emailUsing a browser’s

bookmarkClicking a link

embedded in a document, PDF, excel, or other file

25

Other CommonTraffic Sources

Social

Email campaigns

26

Visitor FlowSourceLocationTechnology (ex. desktop

vs. mobile)Digital adsKeywords

Drop off rates tell you where you losing your visitors

27

ConversionsWhat do you want the

visitor to do?

Buy a productFill out a contact formSign up for a mailing list

More powerful tools for tracking available

28

Goals - EcommerceAdd product to cartGo to cartReview cartInput payment informationConfirm payment

informationThank you for purchasing!Many eCommerce

packages build this in since GA is everywhere

29

Google Analytics Social Reporting Tool

How does social media affect goals

Which networks drive traffic

Where people are discussing your organization

30

Measure Site SearchSee how visitors are

using your search

31

Measure – Hard MetricsEasy to do with

eCommerce but harder to do with services.

Need to create custom web addresses to share to track in detail.

32

Google Search Console

33

Complements AnalyticsImpressions vs. Clicks

Top Queries/Top Pages

Search Appearance

Indexing Issues

34

Social Media Metrics

35

Measure – Soft Metrics

36

Number of followers on social media networks

Number of posts, comments, Tweets, etc.

Key influencers, who already have a following that is talking about you

Share of conversation

Measure

37

What are they saying?

Are they saying good or bad things about you? Are the good comments increasing?

Where is the conversation occurring? (blogs, news sites, forums, social media sites)

Measure – Hard Metric Comparisons

Pay Per Click (PPC) = Cost Per Click (CPC)

Cost Per 1000 Impressions (CPM)

Get comparison rates from Google or Facebook ads

All In One TrackingSprout Social

39

Facebook Page Insights

40

Insight AreasLikes

Reach

Pages/Posts

Actions

People

41

Likes AnalyticsNumber of Likes

Number of Unlikes

Source of LikesAdsPage SuggestionsYour PageMobilePage Suggestions

42

Reach InsightsNumber of People who

saw posts on your page.

Actions taken on posts (like, share, comment)

43

Page ViewsPage and Tab visits

Tab importance

External Referrers

44

Posts InsightsTimes and dates of

visits

Most effective post types

Which posts are have highest reach and engagement

45

Video InsightsVideo views

Videos viewed more than 30 seconds

Top videos. Similar stats to top posts

46

People InsightsGenderDemographicsLocationLanguage

47

Facebook-EdgeRankAffinity – relationship with

object (is this person a friend or did they just Like something)

Weight-type of post (images have the highest weight)

Time Decay-decreases as content ages

edgerankchecker.com48

∑ = Ue x We x De

= Affinity x Weight xDecay

Twitter Analytics

49

Timeline Activity# Tweets

Impressions

Follows

Mentions

Top Tweets

50

Timeline ActivityImpressionsEngagementsClicks

51

Audience InsightsDemographics

Interests

Location

Gender

Who your followers follow

52

Audience InsightsDemographicsInterestsLifestylePurchasing BehaviorTV Viewing BehaviorMobile footprint

53

Other Important Analytics

Detail expandsEmbedded media

clicksEngagement rateFollows: Times a user

followed you directly from the Tweet

54

Hashtag clicks: Leads submittedPermalink clicks(desktop only) Shared via email User profile clicks

Tweriod

55

Pinterest Analytics

56

Pinterest AnalyticsOnly on business

accounts

Similar metrics to other social networks

57

Pinterest MetricsPins

Pinners

Repins

Repinners

Impressions

Reach58

Clicks

Visitors

Most Recent Pins

Most Repinned

Most Clicked

Audience InformationCountry

Language

Metro

Gender

59

Interests

60

Website InformationBoards

Brands

61

Other Social Media Analytics

62

Similar Metrics Among Networks

How many people saw itWhen did they see itHow many people

interacted with itWhich content was most

popularWho your audience is

63

Free (or nearly free) Tools

64

HootsuiteReports from multiple

social media networks in one place

Some reports require a pro account

65

Link ShortenersExample: Bit.ly

Integrates with lots of services (ex. Twitter)

What percentage of your clicks contributed to the overall number of clicks on that link

66

Click TaleHow visitors are

interacting with your site

What they are pausing their mouse over

67

Quill Engage for Google Analytics

68

Paid ToolsSprout Social

Radian 6

Audiense

Twitalyzer

69

What To Look For

70

Vs. ComparisonVs. Last Period

Vs. YAG

Vs. Industry

71

Competitors or industryGoogle analytics lets

you select your industry

Many social media metrics are open for public viewing

72

Case Study

Questions?

Thank you!collin@bluezoocreative.com

Twitter.com/ccondray9/26/2012

collin@bluezoocreative.comTwitter.com/ccondray

479-966-95756/7/2016