Module 2 Web Analytics
We are introduced to Web Analytics this week, which is the analysis of quantitative and qualitative data from the websites in order to continue to improve user experience and assist organizations in achieving their goals. Web Analytics also allow organizations to better understand their audiences, the ways that they behave, ways to improve product exposure, and as well as selection between different marketing channels to maximize profit. There are 5 W's to Web Analytics and these include who, what, when, where, and why. Web Analytics try to answer these 5 W's including what are users doing on your website, who are the audiences, when are they visiting, where are they coming from, and lastly, why are they doing what they are doing?
One way to understanding Web Analytics is looking at the different types of web traffic. These include direct, organic, referral, and campaign. Another part of Web Analytics is looking at the different web metrics including number of visitors, bounce rate, and exit rate. The difference between bounce rate and exit rate is that for bounce rate, it is the ratio where the user exits the page that they landed on without having further interaction. With exit rate, it refers to the ratio where a user exits the site after visiting a specific page. Lastly, conversion rate, key performance indicator, task completion rate, and average order value are extremely important metrics that allow an organization to assess how they are doing towards their goals.
After learning about Web Analysis, we are exposed to Google Analytics which is an analytics package by Google. With GA, organizations can now conduct analytics using many of the different features including built in reports, dashboards, and custom reports can also be created. For example, the built in audience report allows the analyst to learn about the users that are visiting the site, their demographics, their language, and country for example. The behavior report, can tell us how engaged the users are and whether they are new or returning users or site speed for example. The acquisition report allows the analyst to look at the different marketing campaigns and the sources to where the users are deriving from.
Overall, I really enjoyed learning about Web Analytics and GA! I appreciate that GA provides a demo account that allows us to follow the demo to analyze the different reports built in, I found it very helpful. Previously, I have never been exposed to Web Analytics before and it's very interesting to be able to look at the incoming traffic and identify the differences in trends of users, their demographics, their technological devices, how long they are spending on each page and etc. After playing around with GA, I realize how important it is to identify the goal of the analyzation before looking at the different metrics because otherwise you wouldn't know where to start with all these data.
References
Crowe, Anna. A Complete Guide to Google Analytics. Retrieved from https://www.searchenginejournal.com/complete-guide-google-analytics/263087/#close
One way to understanding Web Analytics is looking at the different types of web traffic. These include direct, organic, referral, and campaign. Another part of Web Analytics is looking at the different web metrics including number of visitors, bounce rate, and exit rate. The difference between bounce rate and exit rate is that for bounce rate, it is the ratio where the user exits the page that they landed on without having further interaction. With exit rate, it refers to the ratio where a user exits the site after visiting a specific page. Lastly, conversion rate, key performance indicator, task completion rate, and average order value are extremely important metrics that allow an organization to assess how they are doing towards their goals.
After learning about Web Analysis, we are exposed to Google Analytics which is an analytics package by Google. With GA, organizations can now conduct analytics using many of the different features including built in reports, dashboards, and custom reports can also be created. For example, the built in audience report allows the analyst to learn about the users that are visiting the site, their demographics, their language, and country for example. The behavior report, can tell us how engaged the users are and whether they are new or returning users or site speed for example. The acquisition report allows the analyst to look at the different marketing campaigns and the sources to where the users are deriving from.
Overall, I really enjoyed learning about Web Analytics and GA! I appreciate that GA provides a demo account that allows us to follow the demo to analyze the different reports built in, I found it very helpful. Previously, I have never been exposed to Web Analytics before and it's very interesting to be able to look at the incoming traffic and identify the differences in trends of users, their demographics, their technological devices, how long they are spending on each page and etc. After playing around with GA, I realize how important it is to identify the goal of the analyzation before looking at the different metrics because otherwise you wouldn't know where to start with all these data.
References
Crowe, Anna. A Complete Guide to Google Analytics. Retrieved from https://www.searchenginejournal.com/complete-guide-google-analytics/263087/#close
I definitely agree that organizations need to identify their goals before looking at the Google Analytics data because it can become very overwhelming with so many metrics that you view. I do think that Google Analytics does a good job of segmenting the data into these predefined categories that help users more easily navigate the site but it is important for organizations to determine these metric goals before diving into the data. Google Analytics is a great supplementary tool that enhances the strategy of using web analytics for a business.
ReplyDelete-Dazmin
Ahh yes, Goals are very important. I love your graphic for analyzing user behavior - a lot of what got me thinking about the best questions to ask were examples like these. I don't have a lot of experience in web analytics and thus don't have these questions pop into my brain, but once I heard some of them I had a revelation on what I wanted to do for my assignment!
ReplyDeleteNice blog! I completely agree with Sarah and Dazmin about identifying the goals before getting into Google Analytics. I also realized that all 5 W's are very helpful in deciding the goals while woking on the assignment.
ReplyDelete