Web Analytics Metrics

Different Metrics Tracked in Analytics Platforms

• Web analytics platforms collect a wide range of data
• This helps businesses understand user behaviour, and improves marketing effectiveness
• Users: Total unique visitors to a website over a time period
• Sessions: The number of website engagements by users; can include multiple visits by the same user
• Bounce Rate: Percentage of sessions where a user views only one page before leaving
• High bounce rate can indicate poor content relevance or usability issues
• Pages Per Session: Average of pages viewed during one session.
• New vs Returning Users: Gives insights into loyalty and customer acquisition
• Click Through Rate (CTR): Percentage of clicked links out of total people who viewed it
• Engagement Rate: The sum of: Likes, Shares, and Comments/ Total Reach
• Time on Site/Page: Average time users spend on specific pages
• Scroll Depth: How far down users scroll highlighting areas where they lose interest
• Goal Completions: Tracks user actions like form submissions, sign-ups, or purchases
• Conversion Rate: Percentage of users who complete a desired action out of total visitors
• Average Order Value (AOV): Average amount spent per transaction
• Customer Lifetime Value (CLV): Projected revenue a customer will generate over their lifetime with the business
• Return on Ad Spend (ROAS): Revenue gained for every dollar on advertising
• Exit Pages: Tracks where users leave a site, identifying pages that require improvement.
• Path Analysis: Examines how they navigate a site, revealing common sequences and drop-off points
• Event Tracking: Monitors different interactions, such as video plays, file downloads, or button clicks

Dimensions (Labels for Data)

• Dimensions categorize and organize raw data and metrics
• Geographic Dimensions: Identifies where users are located (country, city, or region).
• Tailoring content to cultural preferences and time zones using location information
• Demographics: User age, gender, income, or education
• Useful for creating customer personas and targeted marketing strategies
• Device Type: Mobile/Desktop/Tablet
• Browser and OS: Helpful to understand user preferences and optimizes platform compatibility
• Allows tracking of how users are arriving at your site
• Can be used measure the effectiveness of different marketing channels
• Can be traffic from; organic search, paid ads, referral links, or direct traffic

Metrics

• Split between quantitative vs qualitative data
• Quantitative Metrics Numerical values that allow precise measurement.
• Total users and sessions
• Bounce rates and CTR
• Sales revenue and profit margins
• Qualitative Metrics: Provides subjective insights on user intent and satisfaction
• Customer feedback from surveys
• Social sentiment analysis through comments, reviews, and user-generated content
• Heatmap analysis to visualize user navigation and patterns

Basic Available Reports in Analytics Platforms

• Real-Time Reports: Tracks live user interactions.
• Acquisition Reports: Highlights channels driving the most traffic like social media, paid search, or email campaigns
• Engagement Reports: User interactions including time on site, bounce rates, and engagement rates
• Conversion Reports: Tracks goal completions like purchases, downloads, or form submissions
• Retention Reports: Analyzes retention over time by retaining users/customer loyalty
• Audience Reports: Tracks follower demographics, locations, and behaviors.
• Content Performance: Analyzes reach, impressions, engagement, and video data for each post or ad
• Paid Campaign Reports: Breaks down ad-spend, ROAS, and CPC
• This can help evaluate the cost-effectiveness of campaigns and allocate budget appropriately

Importance of Data Segmentation

• Enhanced Personalization: Segment users by behavior, location, or device to deliver customized messages and offers
• Improved Campaign Effectiveness Identify which audience segments respond best to specific campaigns or ads
• Performance Insights: Compare performance between returning and new users alongside their devices (desktop/mobile).
• Targeted Retention Strategies: Segmentation can create loyalty programs for high-value customers

How Data from Analytics Platforms Inform Future Marketing Activities

• Traffic Analysis: Monitor patterns in user acquisition to identify high-performing channels.
• Engagement Evaluation: Content types (video and/or blogs) which generate the most interaction
• Sales Funnel Analysis: Track user behavior at each funnel stage to identify bottlenecks and optimize the user journey.

Linking Data to Campaign or Marketing Objectives

• Increase Brand Awareness: Utilize metrics like impressions and reach to understand visibility. Use to help identify gaps in audience targeting.
• Boost Conversion Rates: Align user intent with improved landing pages.
• Improve Customer Retention: Use behavioral data to identify churn risks and implement loyalty programs

Feedback to Internal and External Stakeholders

• Internal Teams: Share insight to align marketing, sales, and product development efforts.
• External Stakeholders: Provide detailed reports showcasing data-driven insights.

Creation of Campaign Reports

• Campaign Overview: Provide a summary of campaign goals, strategies, and target audiences .
• Key Metrics and Performance: Use Key Performance Indicators (KPIs) to highlight impressions, engagement, conversions, and ROI.
• Trend Analysis: Identify data trends and seasonal performance.
• Challenges and Learning: Identify Areas of improvement based on data,
• Future Recommendations: Deliver Actionable strategies for optimizing future campaigns
• Data Visualizations: To present data clearly and concisely, use graphs and charts.

Overview of key metrics tracked in web analytics platforms. It explores users, sessions along with bounce rate. Also describes pages per session, new vs returning users, CTR, engagement rate, time on site/page, and scroll depth.