Web Analytics

Measuring Web Performance

Web Analytics allow us to determine if the effort we are putting into your marketing campaign is making an impact. Obviously, the bottom line is the sales generated. However, to find the true answer to the question we must establish many unique types of measurements that in the aggregate create a complete picture of the size of your online footprint. Increasing your online footprint is one of the primary goals.

Have you ever looked at the web stats for your site? Almost all web hosts have a comprehensive site stat package that provides in-depth information. Better yet, Google Analytics is a free program that allows you to have access to an incredible amount of information and insight about your web traffic. When you sign up for Google Analytics they provide you with a small snippet of code that you must put at the bottom of each web page. Every time the page is displayed it sends back information to Google which you can view from the dashboard. Our recommendation is to sign up for the Google Analytics program and install the snippet on all your web pages. It is free and provides the most in-depth web analytic information available.

Backlinks - Let’s begin measuring your online footprint by examining the number of other sites that link to your website and blog. Open a new browser and go to Google. Now type in link: www.yourwebsite.com or link: www.yourblog.com to find all the sites that link to, or mention your website. On the Google results page just below the search box, you will find the number of sites that have a reference or link to your site. You will probably be amazed at how many sites link to yours. While most are legitimate sites, be careful as you page through the listings as there are spammer and virus sites that load a bunch of links to get people to click. Our recommendation is to simply peruse the listings in Google and don’t click on any of the links.

Page Views - Page views tell how many times each page is displayed. This stat will tell you the popularity of each specific page. This is a very useful measurement that you will find invaluable in your SEO efforts to rank each page higher.

Bounce Rate - Web Analytic guru Avinash Kaushik describes bounce rate as "I came, I puked, I left." This pretty well sums it up. The bounce rate is the number of people who land on your page and do not click around to other pages. They view just the one landing page and then exit. The bounce rate is found by dividing the number of single page views by the total page views. The resulting decimal will be your bounce rate. Don’t be surprised if your bounce rate hovers somewhere around 65%. If your bounce rate is higher than this you may want to look at your pages to determine what’s driving web surfers away. If your bounce rate is around 50% or less then you have done an excellent job at providing valuable content.

Time on site – Measuring the average time on your website per visitor indicates the perceived value of your information. Anything above 1-minute is good.

Referring sites - This will show other websites that provide web traffic to your site. The number one referring site will probably be Google from search. However you may find you are receiving a fair amount of traffic from another website or blog. Maybe you posted on a blog and left your web‐link or maybe they commented about your site in a blog post. Referring sites can be a very important source of web traffic. Inbound links also have the added benefit of increasing your ranking with the search engines. Keyword Phrases Sources ‐ These reports generally break down the keyword phrases by search engine that someone searched with and clicked on your site. You will find that different search engines provide web traffic for different sets of keyword phrases. This is a clear measurement of your efforts to target a specific keyword phrases.

New Visitors vs. Repeat Visitors – Indicates the success of your web promotion efforts.

Hits - A useless stat that has no relevance.

Facebook - The obvious measurement is how many "likes" you have. Did you have a Facebook Fan page before you started the Travel Blog Project? If so divide the number of likes you had when we started by the number you have now. This will give you the growth percentage. Facebook also sends you a weekly update of how popular your site is with the number of active users, likes and visits. You can see how many impressions you have for each picture and update when you log in as the admin for your fan page.

Twitter – How many followers do you have? How many do you follow? Another measurement is to craft a Tweet that has a link to one of the pages on your website and then measure the number of page views it generates that day. My experience is about 20-35 page views for every 1,000 followers.

Key Performance Indicators (KPI’s):
Key Performance Metrics (KPM’s):
Social Media Performance Metrics (SMPM’s):
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by George Oberle