Social Media Marketing

Analytics
Session 10
Dr. Mohit Malhan
Key terms
• A metric is a quantitative measurement of statistics describing events
or trends on a website.

• A key performance indicator (KPI) is a metric that helps you

understand how you are doing against your objectives. That last
word—objectives—is critical to something being called a KPI, which is
also why KPIs tend to be unique to each company.
Key Metrics
• Visits
• Unique Visitors
• New Visits
• Time on page
• Time on site
• Bounce Rate
• Exit Rate
• Conversion Rate
• Engagement
Web metrics life cycle process
Four attributes of great metric
• Uncomplex
• Relevant
• Timely
• Instantly Useful
Key questions in analysis
• How many Visitors are coming to my website?
• Where are Visitors coming from?
• What do I want Visitors to do on the website?
• What are Visitors actually doing?
• Top entry pages
• Top viewed pages
• Site overlay (click density) analysis
• Abandonment analysis
How to do analysis
• What is it? Understand what’s in the report.
• What is it telling you? Know how to interpret the metrics and
information.
• What do you do next?
• Beyond the quick spark lines snapshot, see how the metrics look over the last
few months, and compare metrics between this month and last month.
• What is the bottom line? Know what you should expect in the end.
The bottom-line demystification
1. Visitor acquisition methods: what are they?

• Direct Traffic represents all those people who show up at your website after typing in the URL of
your website or using a bookmark.

• Referring Sites represents other websites that link to you, including blogs, industry association
sites, forums, competitors, your mom’s site that proudly links to you, and so on.

• Search Engines, well, that’s you know who: Google, Yahoo!, Bing, Ask, and others. This bucket will
include both your organic as well as your paid (PPC/SEM ) traffic, so be aware of that.

• Finally, there is Other. This bucket contains your display banner ads, email campaigns, social
media campaigns, affiliates, and so on. Typically you are spending money with these places to
acquire traffic (except for search).
The bottom-line demystification
2. Fixing Stuff and Saving Money

• Examining your site’s Top Entry Pages and the Bounce Rate for each.
• The keyword report helps you identify keywords where something is
amiss. Here you have intent. The customer is telling you why they
might be visiting, and keywords with high Bounce Rates are where
you are not meeting that intent.
The bottom-line demystification
3. Visits to purchase

• You use this information to help you understand the intensity of the pan-session
purchase behavior of your customers.

• You can learn what it takes to convince people to purchase the product you are selling.

• If you sell iPods and Ferraris on your website, it is incredibly valuable to understand that
most people purchase Ferraris on the first visit, while they take 15 visits to buy an iPod.
(What can you say? Midlife crises cause such odd behavior.)

• Days to purchase: optimize how you sell each item and how you advertise and market it,
and you can even optimize your inventory system!
• There are 4 types of goals in Google Analytics –
• Destination goals – to measure screen views which are considered a
conversion
• Duration goals – to measure average time spent on a page as a
conversion
• Event goals – when you consider a click on a link, video, form
submission or a download as a conversion
• Pages or screen per session – when you count the number of page
views per session as a conversion
Thanks