Our March forum took a look at Web Analytics at a 201 level for intermediate users.
Web Analytics 201:
Our March forum took a look at Web Analytics at a 201 level for intermediate users. Our speakers walked us through both the theory and strategy behind using your web analytics data to improve your online presence, as well as demonstrated how to put those ideas into action.
Our expert from Big Footprint, Nick, walked us through the kinds of goals or conversions that can be tracked, and why it’s important to do so. We then learned about core metrics, setting up dashboards, and how to identify your most valuable channels and build on them. Our second speaker was Adrienne, representing a local nonprofit. She shared some lessons she’s learned about what’s actually being measured (“time on site” doesn’t mean what you might think!) and the importance of setting alerts and understanding site search.
There were some great questions, as well:
Q: What’s a channel?
A: An inbound traffic source to your site. Examples include paid search, organic search, referral.
Q: When you’re looking at referral sources, what’s a plain slash mean?
A: It’s your homepage.
Q: How do we track downloads?
A: Can you configure a thank you page after the download? If so, that would be the easiest thing to track. There’s also a snippet of code that can surround an href to track.
Q: What is the difference between goals and events?
A: Goal tracks going to a page. Event tracks clicking a button that takes you to a new site.
Q: What is bounce rate?
A: Someone comes to our site and leaves from the page they landed on. Or if they leave within 10 seconds (even after clicking on more than one page).
Q: Bounce rate: Does it matter how visitors leave?
A: It’s really up to you how you’d like to interpret it. If it’s a blog that visitors land on, read, and then leave, sure, that tracks a bounce, but is that a bad thing? Or perhaps they bounce to a different site you own. Still a “good” bounce, but you may want to track that using an Event.