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
Summary
Summary