Digital Marketing
Analytics v10
Introduction
 Name / job role
 What company are you with
 How much experience do you have using Webtrends
 Create a Word document for your notes ..
Agenda
Digital Marketing
Overview
Web Analytics
Web Analytics
When implementing web analytics for the first time, you will want to gain
insight into the initial visitor metrics: (Benchmarking)
 How many daily visitors you receive
 Your average conversion rate (sales, registration, download, etc.)
 Top visited pages
 The average visit time on site and how often visitors come back
 The average visit page depth and how this varies by referrer
 The geographic distribution of visitors and what language setting they
are using
Web Analytics
Web Analytics
Digital Marketing
Terminology
Terminology
Hit - A hit is any request to a web server. Each time a visitor downloads a
page, clicks a hyperlink, views a graphic, or performs any other action on
a web site, a call is made to the web server. The web server records each
of these requests in a log file. These requests are commonly known as
"hits," and the loading of a single web page can amount to many hits, due
to all of the elements it contains.
Page View - A page view represents a hit to any file designated among the
page file types. The most common examples are files ending in .html,
.htm, .php, .asp, or .aspx.
Defined when WT.dl=0
Terminology
Webtrends parameter (WT.dl)
You should use this method if you use Webtrends On Demand or SmartSource
Data Collector (SDC) with the Webtrends tag. This method identifies a hit as a
page view whenever the wt.dl parameter is present in the server call and has
a value of zero (0).
Terminology
Visit - A visit is a session of continuous activity where all hits are recorded
in the log file for one visitor to a web site. The visit starts the moment of
the first hit on the web site and continues until the session ends:
- 30 minute period of inactivity (default)
- the visit ‘crosses’ a reporting time period
Active Visit – An ‘open’ visit count that occurs in a defined time period.
Terminology
Webtrends OnDemand aggregates the visitor data to five standard time
periods:
Time Frame
Daily
Weekly
Monthly
Quarterly
Yearly
Terminology
Webtrends OnDemand aggregates the visitor data to five standard time
periods:
Monday
Tuesday
Wed
Thursday
Friday
Saturday
Sunday
Visits 3
Visits 3
Visits 1
Visits 3
Visits 2
Visits 3
Visits 2
Visitors 3
Visitors 2
Visitors 1
Visitors 3
Visitors 2
Visitors 2
Visitors 2
Terminology
Unique Visitor / Unique User - The uniquely identified client generating
requests on the web server (log analysis) or viewing pages (page tagging)
within a defined time period (i.e. day, week or month).
A Unique Visitor counts once within the timescale. A visitor can make
multiple visits. Identification is made to the visitor's computer, not the
person, usually via cookie and/or IP+User Agent. Thus the same person
visiting from two different computers will count as two Unique Visitors.
Terminology
New Visitor - A visitor that has not made any previous visits. This
definition creates a certain amount of confusion (see common confusions
below), and is sometimes substituted with analysis of first visits.
Returning Visitor - A visitor that has made at least one previous visit. The
period between the last and current visit is called visitor recency and is
measured in days.
Visitors not accepting Cookies - A visitor that cant be tracked due to
browsers not accepting JavaScript.
Terminology
Terminology
Bounce Rate
To understand the difference between exit and bounce rates for a particular
page in your site, keep in mind three things:
For all sessions that start with the page, bounce rate is the percentage that
were the only one of the session.
For all page views to the page, the exit rate is the percentage that were the
last in the session.
The bounce rate calculation for a page is based only on visits that start with
that page.
Terminology
Let's clarify this last point with a simple example. Your site has pages A to C, and only
one visit per day exists, with the following page view order:
Monday
Tuesday
Wednesday
Page A
Page B
Page A
Page B
Page A
Visit finished
Page C
Page C
Page A:
3 page views
50% Bounce Rate
Page B:
2 page views
0% Bounce Rate
Page C:
2 page views
0% Bounce Rate
BR =
Single Page Visits
* 100
Entry Page Visits
Digital Marketing
Tracking Visitor Behaviour
Tracking Visitor Behaviour
Tracking Visitor Behaviour
Filtered for Spiders, Bots, Crawlers and Image requests
May have filters applied to remove internal IP addresses
Filtered to meet specific reporting requirements
Tracking Visitor Behaviour
The main objective of web analytics is to understand how web visitors are
using your site (what pages are visited and what actions are taken) so that
you can determine if they are doing what you want them to do.
 Are visitors making purchases or downloading white papers?
 Are visitors responding to ads?
 Are visitors reviewing your technical support materials rather than calling
your technical support ?
But how can you tie activity to individual visitors? How can you tell whether a
hit to a product information page and a hit to the pages of a shopping cart
were all done by the same visitor?
Tracking Visitor Behaviour
Webtrends identifies the visitor using a First Party Cookie.
When the profile is first analysed and Visitor History is enabled, Webtrends
creates a Visitor History Table that tracks the activity of each unique visitor
analysed for that profile.
The Profile is configured to collect the visitor activity you require, e.g.
campaign history.. and Webtrends will use specific query parameters to track
the activity.
List of VHT parameters can be found in the manual.
Digital Marketing
Standard Analytics v10 Reports
Analytics v10 Reports
The report sets that come by default when a
space is created will be categorized into one
of these report categories:
 Content
 Events
 People
 Technology
 Traffic
These categories can also be selected as the
report category for existing custom reports.
Digital Marketing
Reach Reports
Analytics v10 Reports
Analytics v10 Reports
Campaigns
Campaign Reports
Traffic
People
CampaignIDs
Searches:
Domains
Conversion Page
Search Engines:
Geo:
Landing Page
Referrers:
Visitors
(Preconfigured)
Marketing Category A9
Traffic Sources:
Campaign Reports
Campaign Reports
Organic Search
You Tube, Blog,
RSS, Podcast,
Home Page,
Portal
Direct Mail,
Email
Landing Page,
Competition
Paid Search
Retail Outlets
TV spots, Print,
Radio
Sponsorship,
Display Ads
Facebook,
Twitter
CRM
Point of Sale,
Kiosks
PR, Events,
Tradeshows,
Conferences
Campaign Reports
Tracking multi channel campaigns:
Append the link with the WT.mc_id = <value> tag (unique identifier)
http://www.partnersite.com?WT.mc_id=11011
Campaign Reports
Campaigns
Shows the visitors' most recent campaigns during the report time period.
For the report time period, all conversions and other activities are tracked
and attributed to the last campaign to which visitors responded.
Thus, even if the conversion does not happen on the first visit generated
by the most recent campaign, the appropriate source is "credited" with
the conversion. Drilldown levels may be the result of a custom dimension
definition or from an applied campaign translation file.
Campaign Reports
Campaign Reports
Uses and Interpretation:
Use this report to determine the campaign IDs that generate the highest
amounts of desired activity. As you launch new campaigns, or tweak
campaign messaging, note how your actions change the results.
Are visitors from a particular campaign viewing more pages or making
more purchases?
Are there certain campaigns that tend to generate the best response?
Because Webtrends counts one visit for each campaign viewed, and a
visitor may view several campaigns in one visit, this report does not show
totals for visit-related measures.
Campaign Reports
Campaign Reports
Campaigns by New vs. Returning Visitors
Shows how effective your most recent campaigns are at generating New
vs. Returning visitors.
With drilldown the user can examine this information at a highly
summarized level and navigate to successively more detailed levels of
campaign data; for example, viewing new vs. returning visitors by
Demand Channel, Partner, Marketing Program, Marketing Activity,
Campaign ID, and Campaign Description.
Traffic
REFERRER REPORTS
Referrer Reports
Referrers: Sites
Identifies web sites that refer visitors to your site. The top referrers are your
site's primary channels, and may include a partner sites, search engines,
portals or marketing programs.
Referrers: Names
Identifies domains that refer visitors to your web site.
Referrers: Pages
Shows the pages from which visitors accessed your site. You can use this
report together with the Top Referring Domains report to identify which
pages on your top domains are sending the most traffic to your site.
Traffic
SEARCH ENGINE REPORTS
Search Engine Reports
10%
20%
Search Engine Reports
WT.srch=1
Include this query parameter in the link URL to differentiate paid
placements.
http://www.whatever.com/default.aspx?WT.mc_ID=10001&WT.srch=1
Allows WTOD to differentiate between visitors coming from a paid
placement versus an organic search on the same search engine
Enables the following pre-defined custom reports
Search Engines : Paid
Search Phrases : Paid
Search Engine Reports
Search Engine Reports
Most Recent Search Engines (All)
Displays the most recent search engine and phrases that visitors used to
access your site with measures evaluating those visits.
Search Engine Reports
Search Engines : Organic
Displays the most recent organic search phrases and search engines that
visitors used to access your site with measures evaluating those visits.
Search Engines : Paid
Displays the most recent paid search phrase and engine that a visitor used
to access your site with measures evaluating those visits.
Search Engine Reports
Uses and Interpretation:
This report allows you to analyze visitors' current activities regardless of
whether the search was based on a paid or organic most recent search
phrase.
Use this report to analyze how effective search engines and specific
phrases are at generating visitors who often return to your site to perform
the actions you want them to take.
By including conversion metrics, you not only evaluate the performance
of search phrases in driving traffic, you also get an indication of how well
your site is optimized for those phrases. In other words, how well does
your site meet visitor interests (their query) and convert on that traffic?
Search Engine Reports
Search Engine Reports
‘Search phrase not provided’
•
In October 2012, Google started to encrypt, via Google SSL, all outbound clicks in
their search results for users that are signed into any of Google's websites (which
means any user signed into Gmail, YouTube, Google Plus, Google Maps, and more).
The result removes keywords / phrases from the Referrer URL, displayed as ‘Search
phrase not provided’ in Webtrends reports.
•
Firefox 14 also uses Google SSL.
•
Bing and Yahoo are not affected.
•
For iOS 6 users, the picture is slightly more complicated. If the search phrase is
entered using the default Safari browser, then the complete Referrer URL is
removed, resulting in ‘Direct Traffic’. If the search term was entered on a Google
homepage (i.e google.com) then just the search keywords / phrases are removed.
Traffic
TRAFFIC SOURCES REPORTS
Traffic Sources Reports
The table below illustrates how the Traffic Source dimension is determined.
The Traffic Source is determined by going from top-to-bottom through this
logic.
Traffic Source
Referrer Field
Search
Engine
Social Media
WT.srch=1
WT.mc_id
Paid Search
Not Empty
YES
NO
YES
YES/NO
Organic Search
Not Empty
YES
NO
NO
N/A
Social Campaigns
Not Empty
NO
YES
NO
YES
Social
Not Empty
NO
YES
NO
NO
Referring Sites
Not Empty
NO
NO
NO
NO
Other Campaigns
Not Empty
NO
NO
NO
YES
Other Campaigns
Empty
N/A
N/A
NO
YES
Unknown
Referrer
Empty
N/A
N/A
NO
NO
Traffic Sources Reports
* Search Engine is determined by matching the referrer field to an entry in the
keywords.ini file. There must be a string match in the domain, and there must be an
accompanying query parameter indicating the search phrase.
** Social Media is determined by matching the referrer field to an entry in the
keywords.ini file in which "Social=1" is present. This is a string match on the domain.
People
DOMAIN REPORT
People Reports
Domains: Organizations
Be aware that the list of Domains / Organisations will include ISP Providers.
People
GEOGRAPHICAL REPORTS
People Reports
Geographical Drilldown
People
KEY METRICS REPORT
People Reports
Key Metrics
The Key Metrics report is a good place to gain an overview of visitor metrics. Below are
definitions of some key measures.
Active Visits
An active visit is different from a visit in that an active visit includes visits that have not yet
closed, whereby a visitor leaves the site or remains idle for longer than the idle-time limit.
For example, compare daily visits to daily active visits when the end of the report period is
every day at midnight. A daily visit report will not include visits that start before midnight
and cross over the daily boundary because those visits have not yet closed as they were still
open at the end of the report period. A daily active visit report will include open visits
without regard to the daily boundary. Active visits will therefore report a higher number of
visits than a standard visit measure because active visits include all visits, even those not
yet closed within the report period.
Digital Marketing
Engage Reports
Engage Reports
Engage Reports
Content
Path Analysis
People
Technology
Categories Drilldown
Set ‘landing page’
Visits: Depth
Browsers:
File Types
Or ‘content group’
Visits: Duration
Mobile:
Onsite Searches:
Pages:
Site Pages
Visits: Frequency
Content
CATEGORY DRILLDOWN REPORT
Content Reports
Site Navigation
Themed Pages
Segment
Categories Drilldown
Content Reports
Categories : Drilldown
Content Reports
Site Pages
Identifies the most popular pages on your site and shows you key metrics for
each page such as Visits, Page Views and Active View Time.
Site Pages with good content and design are more likely to attract visitors and
be revisited. Less popular pages on a site can be made more appealing by
improving the content or incorporating design elements similar to that on the
more important pages.
Always remember that people are far more interested in content than in
design, and Average View Time can help determine which content is most
important to your visitors.
Content Reports
Content
FILE TYPES REPORT
Content Reports
File Types
This report provides summary statistics on the file types that can be accessed
on your site. It highlights the file types that are driving the greatest data
transfer volumes on your site. Cached requests and file requests that resulted
in errors are not included.
Content
ONSITE SEARCH REPORTS
Content Reports
Onsite Search
This report provides information about on-site searches that were successful.
Uses and Interpretation:
This report provides you with insight into the top on-site search terms that
serve up related results. Since this is "Search Terms Found," these terms do
have related content on your site but the content is not immediately apparent
to the user, thus they have entered this term in search. It is often helpful to
assess the top search terms found and potentially make adjustments to your
site, bringing greater immediate visibility to this content. An example may be
to update the homepage navigation and or homepage messaging.
Content Reports
Onsite Search
This report provides information about on-site searches that were successful.
Uses and Interpretation:
Keep in mind that for every person who makes the effort to enter an on-site
search, a handful of other people simply abandon the site if they are not
immediately finding what they are looking for at the time. Bringing greater
visibility to the top search terms found will ultimately increase the overall site
performance.
Content
PAGES : ENTRY REPORT
Content Reports
Pages : Entry
A visit can begin on a given page if a visitor:
 types the URL of the page in their browser then clicks on "Go"
 clicks on a bookmark to the page (stored from a previous visit)
 clicks on a link on a different site that points to the file. The link can appear to
be text or an image, such as a banner ad.
 clicks on a link to the page in an e-mail. Again, the link can appear to be text or
an image.
 clicks on a link on a search engine results page that points to this page
 activates an applet on another site or in a program that transfers them to this
page
Content Reports
Uses and Interpretation:
Look at each page on the Entry Pages report and ask yourself whether it is
suitable as the first page a visitor sees. For example, it can be argued that
entry pages should:
 identify the site and/or brand
 have a clear link to the home page
 show the same navigation bars as the rest of the site
If a page that's frequently an entry page doesn't do all these things, consider
modifying it to conform to best practices.
Content
PAGES : EXIT REPORT
Content Reports
Pages : Exit
If a visitor is inactive for a period time, Webtrends counts the visit as "ended"
(default: 30 minutes of inaction). Visitors may have:
 Browsed to a different site, and not returned within the idle time
 Closed all their browser tabs, and not returned within the idle time
 Remained inactive for more than 30 minutes but did not leave your site
Note: that if a visitor resumes clicking on your site after 30 minutes of
inactivity, Webtrends records two visits, one before and one after the pause.
Consequently, the last page viewed before the long pause will appear as an
Exit Page, the first page viewed after the long pause will appear in the Entry
Pages report, and your own domain will be the referring domain.
Content Reports
Uses and Interpretation:
Examine each exit page in the report and ask yourself whether it can be
considered a desirable or undesirable ending point for a visit. For example, a
purchase thank-you page would be a desirable end of a visit, but a page in the
middle of a registration process would be undesirable as a last page.
Undesirable Exit Pages may indicate a problem needing addressing, such as:
 a difficult multi-step process
 a page that takes too long to load
 content that does not hold the visitors interest
 confusing navigation
Path Analysis
PATH ANALYSIS REPORTS
Path Analysis
Path Analysis:
Use this report to look for weaknesses and to understand visitor content and
navigation preferences:
Compare the most common paths in this report to those you expected when
planning your site. Are they the same? If not, perhaps visitors are confused by
your navigation ... or perhaps you predicted their paths incorrectly.
Ask if your visitors are leaving the site earlier than you would like. Pay special
attention to the short paths.
Are too many visitors leaving the site before they know what your site is
about?
Does knowing the exit pages help you understand why?
Path Analysis
The page where visitors
started to view the site.
This line connects the pages
that make up the path
selected to view.
Digital Marketing
Activate Reports
Activate Reports
Activate Reports
Scenario Analysis
Funnel Reports
Scenario Analysis
SCENARIO ANALYSIS REPORT
Scenario Analysis
The corresponding numbers include
the number of visits that entered and
exited the scenario at this step and
the total number visits (conversions)
from the previous step.
This rate is calculated by
dividing the number of
visits to the final step by
the total scenario entries
on all steps.
This rate is calculated by dividing the
number of conversions from one step to
the next (shown in green) by the total
number of visits on the prior step.
Digital Marketing
REST API
REST API
The Data Extraction API conforms to the REST (Representational State
Transfer) architectural style, using the HTTP protocol and a URI to access
resources.
 Integrates with Excel without coding, client software, or installed driver-you need only your Webtrends credentials to get data
 Returns the entire data set for a trend in response to a single URI (for
example, trending a week by hours)
 Is profile and account independent, so you can list multiple profiles by
changing the profile name in the URI
REST API
There are two main ways of creating the REST request:
 Analytics 10: via the “Share” option when viewing a report from within the
Webtrends Analytics 9 Insight user interface.
 REST Generator: is an application that helps you rapidly create a request
for profile or report data.
Digital Marketing
Summary
Summary