Digital Marketing

Module Website Analytics

Session No. I

Version 1.0
 Digital Marketing

Material from the published or unpublished work of others which is referred to in the Class
Notes is credited to the author in question in the text. The Class Notes prepared is of 8,334
words in length. Research ethics issues have been considered and handled appropriately
within the Globsyn Business School guidelines and procedures.

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Table of Contents
1. Understanding the concept of Website Analytics .................................................. 8

2. Different types of Web Analytics............................................................................... 8

2.1. Social Web Analytics .............................................................................................. 8

2.2. Mobile Web Analytics.............................................................................................. 9

2.3. Conversion Web Analytics...................................................................................... 9

3. Key Performance Indicators ...................................................................................... 9

3.1. Bounce Rate............................................................................................................ 9

3.2. Exit Rate ................................................................................................................ 10

3.3. Conversions........................................................................................................... 11

3.4. Time on Page ........................................................................................................ 12

3.5. Advertising/E-Commerce Metrics......................................................................... 14

3.6. In-Page Analytics .................................................................................................. 14

4. Google Analytics ....................................................................................................... 15

4.1. Content Analysis ................................................................................................... 19

4.1.1. Overall Traffic Analysis ..................................................................................... 20

4.1.2. Engagement Analysis ....................................................................................... 20

4.1.3. Landing Page Analysis ..................................................................................... 20

4.1.4. Exit Analysis ..................................................................................................... 21

4.1.5. Value Analysis.................................................................................................. 21

4.1.6. Speed Analysis................................................................................................. 22

4.1.7. Event Analysis.................................................................................................. 22

4.2. Benefits of using Google Analytics ...................................................................... 26

4.3. Set-Up of Google Analytics .................................................................................. 27

4.4. Key Features of Google Analytics........................................................................ 27

4.4.1. Setting of Goals................................................................................................ 27

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4.4.2. Integration of AdWords ..................................................................................... 28

4.4.3. Tracking abilities regarding different campaigns ................................................ 28

4.4.4. Estimating Bounce Rate ................................................................................... 28

4.4.5. Mobile Tracking ................................................................................................ 29

4.4.6. Application tracking for Flash, Social Networking and Video apps ...................... 29

4.4.7. Geographic Data .............................................................................................. 29

4.4.8. Generation of Conversion Data ......................................................................... 30

4.4.9. Funnel Visualisation Activity .............................................................................. 30

4.4.10. Provides the Navigation Summary ................................................................. 31

4.4.11. Emailing Reports........................................................................................... 31

4.4.12. Traffic tracking from different Search Engines ................................................ 32

4.4.13. Enhanced Segmentation ............................................................................... 33

4.4.14. Analytics Intelligence ..................................................................................... 33

4.4.15. Tools for Advanced Analytics ......................................................................... 33

4.4.16. Exporting of Data Sets................................................................................... 33

4.4.17. Custom Reporting ......................................................................................... 33

4.4.18. Filters............................................................................................................ 34

5. Clicky vs. Google Analytics ..................................................................................... 35

5.1. Overview of Clicky................................................................................................. 35

5.2. Clicky vs. Google Analytics .................................................................................. 36

6. Website Traffic Measurement Metrics .................................................................... 38

6.1. Key Website Traffic Metrics.................................................................................. 38

6.1.1. Traffic Sources ................................................................................................. 38

6.1.2. New vs. Old Visitors.......................................................................................... 39

6.1.3. Average Time spend on Website....................................................................... 39

6.1.4. Conversion Rate ............................................................................................... 39

6.2. Case of Alexa ........................................................................................................ 39

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7. Website Analytics Tool ............................................................................................. 40

7.1. Need for Measurement ......................................................................................... 40

7.1.1. Number of Session or Visits .............................................................................. 40

7.1.2. % of New Sessions........................................................................................... 41

7.1.3. Channels.......................................................................................................... 41

7.1.4. Bounce Rate..................................................................................................... 42

7.1.5. Conversion Goals ............................................................................................. 42

7.1.6. Engagement..................................................................................................... 43

7.1.7. Site Content ..................................................................................................... 44

7.1.8. Devices/Mobile ................................................................................................. 45

7.1.9. Landing Pages ................................................................................................. 45

7.1.10. Exit Pages..................................................................................................... 46

7.1.11. Internal Site Search Analysis ......................................................................... 47

8. Multi-Channel Funnels (MCF) .................................................................................. 48

9. Testing based on the use of Paid Tools................................................................. 49

9.1. Visual Website Optimiser ..................................................................................... 49

9.2. Google Website Optimiser.................................................................................... 50

References......................................................................................................................... 53

Table of Figures
Figure 3.1: Bounce Rate of Web Pages ................................................................................. 10
Figure 3.2: Bounce Rate and Exit Rates................................................................................. 11
Figure 3.3: Conversion Objectives ......................................................................................... 11
Figure 3.4: Conversion Page ................................................................................................. 12
Figure 3.5: Time Spent on Pages........................................................................................... 13
Figure 3.6: Average Session Duration .................................................................................... 14
Figure 3.7: In-Page Analytics................................................................................................. 15
Figure 4.1: Google Web Analytics .......................................................................................... 17

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Figure 4.2: Google Web Analytics .......................................................................................... 18

Figure 4.3: Google Analytics Performance ............................................................................. 19
Figure 4.4: Content Analysis .................................................................................................. 20
Figure 4.5: Exit and Landing Pages Analysis.......................................................................... 21
Figure 4.6: Content Analysis of Web Pages ........................................................................... 21
Figure 4.7: Speed Analysis .................................................................................................... 22
Figure 4.7: Identification of the Problem Pages ...................................................................... 23
Figure 4.8: Bounce and Exit Rates ......................................................................................... 24
Figure 4.9: Bounce Rate and Exit Rates for lukehay.co.uk...................................................... 24
Figure 4.10: Estimation of Page Value ................................................................................... 25
Figure 4.11: Browser and Device reports ............................................................................... 26
Figure 4.12: Goal Setting ....................................................................................................... 28
Figure 4.13: Estimation of Bounce Rate ................................................................................. 29
Figure 4.14: Mobile Tracking Tool .......................................................................................... 29
Figure 4.15: Geographical Analysis Tool ................................................................................ 30
Figure 4.16: Conversion Funnel ............................................................................................. 31
Figure 4.17: Setting up Emails ............................................................................................... 32
Figure 4.18: Tracking of Web Traffic ...................................................................................... 32
Figure 4.19: Visitor Segmentation .......................................................................................... 33
Figure 4.20: Custom Reporting .............................................................................................. 34
Figure 4.21: Clicky vs. Google (Overview).............................................................................. 36
Figure 4.22: Clicky vs. Google (Features) .............................................................................. 37
Figure 4.23: Clicky vs. Google (Integrations) .......................................................................... 37
Figure 4.21: Clicky vs. Google (Devices and Company Size) .................................................. 38
Figure 4.22: Analysis of Web Traffic for Alexa ........................................................................ 39
Figure 4.23: Web Visits along a specific session .................................................................... 40
Figure 4.24: % of New Sessions ............................................................................................ 41
Figure 4.26: Bounce Rate for Single-Page visits/Session........................................................ 42
Figure 4.27: The completed Conversion Goals ....................................................................... 43
Figure 4.28: Total numbers of Sessions and Pageviews ......................................................... 44
Figure 4.30: Devices Report .................................................................................................. 45
Figure 4.31: Landing Page Report ......................................................................................... 46
Figure 4.33: Site Search Analysis for Google ......................................................................... 47
Figure 4.34: MCF report based on Google Analytics............................................................... 48

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Figure 4.35: Overview of Multi-Channel Funnels .................................................................... 49

Figure 4.36: A/B Testing Report carried out based on Visual Website Optimiser ..................... 50
Figure 4.37: Options for A/B Testing and Multivariate Testing ................................................. 51
Figure 4.38: Results of Multivariate Testing Analysis .............................................................. 52

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1. Understanding the concept of Website Analytics

Web Analytics is understood as an effective process that helps in evaluating the behaviour and
attitude of visitors to different websites. In turn web analytics as a process ideally enables a f irm
in attracting large numbers of visitors and prospective customers of goods and services,
retaining them and also to increase the basket size and revenue margins in a customer centric
fashion. Further, website analytics is also observed as an integral part of analytical activities
associated to customer relationship management or CRM. The analysis focuses on evaluating
the likelihood of customers repurchasing a particular product or service that they had procured
before while also in personalising the website for attracting and retaining loyal customers to the
website. Further, the conducting of website analytics also contributes in effectively monitoring
the revenue volumes generated from the purchasing activities carried out by a customer or
group of customers. Likewise, the carrying out of website analytics also serves in indicating the
different regions that cater to the generation of potential and also least numbers of customers
that tend to visit the sites for carrying out needed purchases. The process of website analytics
also helps in matching the merchandises to that of customer needs such that the right category
and volume of the product can be presented to the target customers for meeting their personal
expectations (Franklin & Eldridge, 2016).

Further, the application of Web Analytics also contributes in evaluating the Clickthrough and
also the Drilldown behaviour of the prospective customers associated to different websites. It
thereby helps in understanding the websites that are most frequented by the customers.
Subsequently, the use of website analytics also contributes in carrying out effective
communication with the different browsers for both tracking and analysing the online purchasing
behaviour of the consumers. The outcomes gained from the application of Website Analytics are
ideally presented in the form of tables coupled with graphical illustrations and charts (Franklin &
Eldridge, 2016).

2. Different types of Web Analytics

Three different types of Web Analytics are presented and discussed as under.

2.1. Social Web Analytics

The increasing demand and use of social media platforms for enhancing the business presence
over the web thereby requires the incorporation of social web analytics for evaluating the
effectiveness of the program. The web analytics tool for social media ideally focuses on

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evaluating the success of the different social media marketing and promotional campaigns. It
focuses on tracking the frequency at which the contents posted on the social media platforms
are shared by the visitors and the number of visitors that have shared such contents and also
the blog posts on their own personal network. It also contributes in identifying the diverse social
media platforms on which the visitors had shared the contents of the campaigns and also the
social media networks that contribute in driving business for the website (TheSiteEdge, 2018).

2.2. Mobile Web Analytics

The extensive usage of smartphones by users all over the world has largely encouraged the
marketers and website owners for devising mobile friendly websites that can be easily accessed
and navigated by the users. Herein, Mobile Web Analytics as a program is designed for helping
in understanding buyer behaviour on the mobile web platforms and also the degree to which
they are engaged with specific websites. Likewise, the application of web analytics tool
designed or the mobile platforms also contributes in evaluating the effectiveness level of th e
advertisements that are designed especially for attracting viewer mind -set regards to mobile
media.

2.3. Conversion Web Analytics

Conversion Web Analytics is further identified as an effective tool that enables effective
understanding as to the categories of customers or web visitors that are engaged in
downloading and playing of different types of video contents. Similarly, the conversion factor is
also judged in terms of the purchase activity carried out by the customers in terms of their visits
along the different websites and the categories of goods and services purchased by them. In
that, the application of web analytics ideally contributes in enhancing the level of Return on
Investment or ROI of the firm in the long run (TheSiteEdge, 2018).

3. Key Performance Indicators

Identification of Key Performance Indicators or KPIs relevant to web analytics is considered to
be crucial in that the same contributes in evaluating the performance of a specific website. The
KPIs also contribute in both optimising the website and also in generating needed conversions
of website visitors to prospective leads. The different KPIs are indicated as follows:

3.1. Bounce Rate

Bounce Rate specifically determines the percentage of single-page visits carried out by visitors
associated to a particular website. Though, ‘Bounce Rate’ is often identified as a metric that
speaks negatively of the website yet its main focus is to understand the duration for which the

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visitors tend to spend their time on a particular web page from their entry points. The Bounce
Rates of web pages segmented in an industry wide fashion is illustrated as follows:

Figure 3.1: Bounce Rate of Web Pages

(McEwen, 2017)

A higher Bounce Rate calls for a review in that the same indicates the existence of irrelevant or
poor contents, slowly loading web pages and also the failure of users in navigating effectively to
other pages (McEwen, 2017).

3.2. Exit Rate

Exit Rate determined as a percentage is highlighted as the number of visitors that tend to switch
over another website from a specific web page on the initial website. The visitors may have
carried out visits to considerable number of web pages on the initial site. The Exit Rate in

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Google Analytics is arrived at based on navigating along a specific pathway, ‘Behavior – Site
Content – All Pages’ (Vasile, 2019).
Figure 3.2: Bounce Rate and Exit Rates

(Vasile, 2019)

3.3. Conversions
Conversions as KPI in Google Analytics focuses on evaluating that whether the underlined
objectives of the business have been ideally fulfilled or not. The different objectives appearing
on the Conversions segment are identified as follows:

Figure 3.3: Conversion Objectives

(Hey, 2016)

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Further, the Conversions page ideally helps in determining the conversion rate for each of the
different goals underlined above where it aims in reflecting on the total numbers of transact ions
that took place within a specific period. Different types of transactions that can be carried out
are identified as procurement of a particular product, subscribing to newsletters, reading of
articles and also the sending of contact forms. Each of the above transactions underlined above
would tend to reflect different conversion rates based on the degree of achieving a specific goal
(Hey, 2016).
Figure 3.4: Conversion Page

(Hey, 2016)

3.4. Time on Page

The ‘Time On Page’ also identified as ‘Average Time On Page’ acts as a KPI which tends to
estimate the average length or duration for which a visitor tends to stay in a particular web page.
The same can be viewed based on the use of an effective path identified as ‘Behaviour---
Website Content---All Pages’.

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The same is indicated as under:

Figure 3.5: Tim e Spent on Pages

(Hey, 2016)

The above metric helping in evaluating the average time the users tend to stay along different
web pages ideally contributes in carrying out an effective comparison between them based on
grounds of relevancy and usability (Hey, 2016). The industry standard associated to the ‘Time
On Page’ metric is estimated to be 2 to 3 minutes. Though the duration stated is not long
enough yet it is held to be enough for a particular user to peruse through the website contents
and also carry out needed interaction with the site. In cases, where the estimated time on a
particular web page for a user crosses the threshold of 3 minutes the same is considered to be
highly potential in driving and sustaining user engagement owing to existence of updated and
relevant contents (McEwen, 2017).

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Figure 3.6: Average Session Duration

(McEwen, 2017)

3.5. Advertising/E-Commerce Metrics

The advertising metrics associated to web analytics effectively indicate on to the CTR or the
ratio of clicks gained by specific links like advertisements to the total number of users that visit a
particular page. The coupling of CTR with the conversion rate ideally contributes in generating
an in-depth understanding of the level of customer engagement associated to the website. It is
observed in this regard that a larger section of the clicks fails to get actually converted into
effective sales leads. Herein, effective recommendations associated to the use of specific
keywords that drive consumer engagement, use of attractive messages that help in driving
customer interactions estimated in terms of duration of session lengths or number of pages
viewed and finally the incorporation of effective landing pages for product/service and company
brand campaigns can be rightly implemented for augmenting the present CTR (McEwen, 2017).

3.6. In-Page Analytics

In-Page Analytics is identified as an effective extension in Google Chrome that helps in viewing
datasets associated to Google Analytics on the website itself. An illustration of In-Page Analytics
is presented as follows.

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Figure 3.7: In-Page Analytics

(Ringvee, 2019)

The application of In-Page Analytics ideally contributes in generating the following sets of
information regarding a particular website.

 Different Metrics like Pageviews, Average Time spent on Page, Bounce and Exit Rates
are reflected.
 Total numbers of active visitors to the site on a Real-Time basis.
 Click Analysis
 Data views and changes based on segmentation and categorisation (Ringvee, 2019).

4. Google Analytics
Google Analytics earns its emergence from the hands of Urchin Software Corporation that also
contributed in bringing about the search engine, Google during 2005. It is defined as an
enterprise-class linked tool for carrying out web analytics. It helps in providing a detailed
overview of both website traffic into a specific website and also market effectiveness of the site.
The web analytics tool is designed in such a fashion as to generate needed t ransparency
regarding the unearthing of potential data associated to a website’s performance and also in
utilising the data gained for deriving of relevant and effective insights for enhancing the level of

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Returns on Investment or ROI of the concerned website. Google Analytics has earned
considerable amount of popularity in the web world owing to its nature of simplicity and user
friendliness and also owing to the incorporation of significant features that helps in meeting the
web analysis needs for both the site owners and also the web marketers. The reports generated
by Google Analytics ideally serve the site owners and also the web marketers in helping them
gain an effective understanding of the manner of visitor interaction with the website. Further, the
web analytics tool also helps the above user categories in improving of site designs, attracting
increased web traffic and also in augmenting the profit level for the firm.

The different metrics obtained based on the application of Google web analytics t ool are
identified as follows:

 Hits: Hit is a metric that helps in identifying the request made by the website to the web
server. A specific website may tend to pose a large number of hits on a particular web
server. On proper classification it is observed that the web page may have rendered a
specific hit on the web server coupled by other hits rendered by image pages of the
concerned web page. Thus, in case where a website may tend to bear six image pages
the total number of hits on the web server would tend to accumulate to seven.
 Page Views: Page View as a metric ideally helps in identifying and estimating the total
number of times a specific web page whether it is a static or a dynamic web page has
been effectively displayed. The concerned metric ideally serves in evaluating the level
of popularity associated to a specific website.
 Visit: The metric is also identified as Web Trend. It ideally reflects different types of
activities carried out within a website associated to a specific duration.
 Visitors: The ‘Visitor’ metric is identified as one of the most crucial metrics in web
analytics. A visitor is generally identified in terms of an IP Address or even a cookie.
The visitors identified are essentially cross referenced based on the application of a
back-end system like that of an e-commerce or also CRM application (Verma, et al.,
2012).

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Figure 4.1: Google Web Analytics

(Verma, et al., 2012)

Web Analytics is thereby identified as one of the most effective tools that help in driving
considerable amount of web traffic to the websites. Web Analytics is mainly encompassed by a
set of statistical reporting tools that contribute in highlighting the category of consumers and
also the numbers of such customers that tend to visit the different websites. Herein, Google
Analytics serves as one of the most effective examples of a web analytic tool in that it gains the
support of the search engine in accessing the internet. The tools available over the internet for
carrying out Web Analytics are either free in nature like that of Google Analytics or chargeable.
The analytical tools contribute in acting as a data repository regarding the type and the quantity
of visitors to the different websites.
 It helps in tracking the number of visitors that have made visits to the websites on a
daily, weekly or on a monthly basis.
 The category of the visitors to the website in terms of newness.
 Estimating the bounce rate of visitors to the website based on identifying the amount of
visitors that tend to quit the sites after their first visit.
 It also helps in tracking visitor behaviour within the websites in terms of their interests in
checking and thereby responding to the different advertisements and AdWords
incorporated in the site.

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 It further helps in understanding and evaluating the number of customers that have
made repeat entry to the websites for carrying out repurchasing activities of different
merchandises posted on the website.
 Further, the application of web analytics also helps in determining the source from which
web traffic is generated. It focuses on understanding that whether the website traffic was
gained by the practice of the visitors in entering the URL or by clicking on bookmarks;
based on clicking on the backlinks of the website which is available on other associated
websites or also in terms of tapping on search results available on the relevant search
pages.
 On determining the source of visits of website traffic it also focuses on evaluating the
number of visitors that had been gained from each of the different sources (Crews &
May, 2016).
The above data gains usage regards to website owners where they tend to use the metrics for
evaluating the changes in the current performance level of the websites based on past
performances.
An effective illustration of Google Analytics is presented as under:

Figure 4.2: Google Web Analytics

(Crews & May, 2016)

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Google Analytics serves in providing quality information regarding the performances of the
different web pages. The performances of the web pages are evaluated based on the
incorporation of a range of analytical features like content analysis, speed analysis and also
event analysis.

The same is identified in the following illustration:

Figure 4.3: Google Analytics Perform ance

(Su, 2017)

4.1. Content Analysis

Content Analysis serves as an effective module that contributes in understanding the
performance of the different web pages. The same is found in the section identified as
Behaviour > Site Content.

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Figure 4.4: Content Analysis

(Su, 2017)

Five different types of Content Analysis are identified as follows:

4.1.1. Overall Traffic Analysis
Overall Traffic Analysis serves as an effective metric that shows the web pages that are either
most visited or least visited by the users.

4.1.2. Engagement Analysis

Engagement Analysis serves in analysing the pages that have the highest and lowest amount of
visitor engagement.

4.1.3. Landing Page Analysis

Landing Page Analysis ideally reflects the pages that are first encountered by the users when
they tend to enter a specific website.

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4.1.4. Exit Analysis

Exit Analysis serves in indicating the last page that is encountered by users when they tend to
exit a particular website.

4.1.5. Value Analysis

Value Analysis as a metric used in web analytics serves in understanding the value generated
by individual web pages in terms of generating visitor conversions (Su, 2017).

Figure 4.5: Exit and Landing Pages Analysis

(Su, 2017)

Figure 4.6: Content Analysis of Web Pages

(Su, 2017)

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4.1.6. Speed Analysis

The Speed Analysis option contributes in analysing the loading speed of the website based
along significant factors like country the user belong to and also the browser used by the visitor.
It focuses on identifying the web pages that have increased loading times compared to other
web pages requiring reduced loading times.

Figure 4.7: Speed Analysis

(Su, 2017)

4.1.7. Event Analysis

The requirement of an event tracker powered by Google Analytics acts as a beforehand
requirement for carrying out Event Analysis in an effective fashion. Event analysis is identified
as a critical element that is needed for optimisation of the web page. It contributes in identifying
the web pages that are operating in a sub-optimal fashion and also the elements on the web
page that mainly account in distracting the attention of the users.

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Identification of the Problem Pages is carried out in the following fashion by Google Analytics:

Figure 4.7: Identification of the Problem Pages

(Su, 2017)

Sub-optimal pages are essentially identified based on the evaluation of two different factors like
page importance and also page performance. A web page is considered to be important in that
it potentially satisfies the underlying parameters increased amount of web traffic, increased
number of customer entrances, greater page value and also increased amount of event
frequency. Likewise, a web page is evaluated to suffer from low performance level in that it has
an increased bounce rate or lower degree of user engagement, h igh amount of exit rates and
also very slow page loading speeds (Su, 2017).

Google Analytics further focuses in identifying a range of different types of problems associated
to a website.

Herein, the performance of the web pages is identified in terms of two essential parameters like
Bounce and Exit Rates. The Bounce Rate is identified as a website session in which the user
views a specific site before quitting the same. Again, an Exit Rate is identified as the moment

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when a user finally exits a specific website. Users can tend to view a large number of pages
before exiting from the same.

Figure 4.8: Bounce and Exit Rates

(Hay, 2018)

Figure 4.9: Bounce Rate and Exit Rates for lukehay.co.uk.

(Hay, 2018)

The above illustration reflects that the bounce rate for a specific website lukehay.co.uk. amounts
to 40.59 percent while the exit rate for the same amounts to 51.99 percent. It also reflects that
the different web pages ranging from blog t training have greater bounce rates that in turn reflect
the need for redesigning the web pages for retaining visitor attraction and stay (Hay, 2018).

Page Value is put to use for identifying the pages that contribute in generating needed
conversions. Further, Page Value also indicates the monetary value that is associated with that
of a specific web page. In case of ecommerce sites, the page value is derived from the revenue

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generated based on carrying out the e-commerce transactions while for other websites it
focuses on estimating the goal value. Herein, goal value is associated with the dollar amount
associated with the carrying out of a specific undertaking in tune with the web page (Hay, 2018).
The page value is essentially calculated based on the following formula:

Figure 4.10: Estim ation of Page Value

(Hay, 2018)

Herein, the site owner or webmaster is required to focus the attention on the web pages that are
identified to reflect an increased page value while also on such web pages that reflect greater
bounce or exit rates. Where, a higher page value reflects a highly positive value in terms of user
experiences the existence of an increased bounce or exit rate ideally reflect the presence of any
critical flaw regards to problems gained by users which in turn affects the value generated by
the website (Hay, 2018).

Another important aspect dealt with by Google Analytics regards to web pages is concerned
with the evaluation of key search terms present on the website. In cases, where the product
keyword or specific content exists within the website but is hard to get located it is needed to
enhance the discovery of such on the concerned website. Again, in another case where the
specific keyword regarding the product or content does not exist within the website it requires
the site owner for sourcing and stocking the same for helping the site earn higher page results.

Browser and Device reports generated by Google Analytics ideally contribute in understanding
the specific areas where the website is observed to underperform. In cases, the mobile platform
fails to generate need conversion rates compared to other digital platforms; the device report
would effectively contribute in highlighting the factors that lead to loss of conversions compared
to desktop and that of other devices. Further, the website may tend to perform differently along
different browsers owing to compatibility issues associated with the browsers (Hay, 2018). The
browser and device report for the websites is rendered as follows.

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Figure 4.11: Brow ser and Device reports

(Hay, 2018)

4.2. Benefits of using Google Analytics

The benefits of employing Google Analytics by firms focusing on developing an online presence
are underlined as under:

 Google Analytics being a totally cost free analytics tool ideally helps in attracting
considerable number of target users for employing the same.
 Google Analytics has greater usability and efficiency and thereby encourages user
groups pertaining to both specialists and also non-specialist categories in making use of
the same for carrying out analytical exercises.
 The level of user friendliness regards to the usage of Google Analytics has been fairly
augmented owing to the existence of tutorials that help laymen understand the mode of
dealing with the software and thereby reduces the need to depend on experts.
 Likewise, Google Analytics as an analytical program or tool can be installed both in an
effective and easier fashion. The installation of Google Analytics in the existing system

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does not require the need of bearing programming knowledge and thereby is simple in
nature.
 Further, the application of Google Analytics rightly helps in segmenting the total number
of visitors gained based on geographical boundaries such that it contributes in viewing
the number of visitors accruing from a particular region within a spe cified period. Again,
it also contributes in tracking the source of information that assisted the identification of
visitors hailing from diverse regions.
 Use of Google Analytics also helps the user communities in probing greater depths for
gaining access to information like categories of users that have accessed the site, the
duration of their stay along the specific web pages, the total number of links clicked by
them and likewise. It also contributes in providing information regarding metrics like
conversion and bounce rates associated to the different websites (Verma, et al., 2012).

4.3. Set-Up of Google Analytics

Setting up of Google Analytics is carried out based on the incorporation of the following steps:

 The first step involves registering or creating a new Google Analytics account. In terms
of linking or clicking to Google.com/analytics one needs to register for a free account.
 The second step involves registration of the site into the Google Analytics account based
on linking up of the property like website or any app. The above linkage ideally helps in
serving as a collection point of datasets from the concerned apps and websites. The
same requires the generation of a tracking code that assists the synchronising of
website or apps with the Google Analytics account.
 The third step involves the creation of data filters for the different datasets such that the
reporting view would effectively highlight and generate filtered data (Sauro, 2015).

4.4. Key Features of Google Analytics

Some of the key features of Google Analytics are enlisted as under:

4.4.1. Setting of Goals

In terms of defining a goal, Google Analytics focuses on both tracking and also in generating
reports for effectively estimating the business objectives of the firm. The tool contributes in
estimating the engagement goals of the users associated to the websites in terms of comparing
with defined or set threshold levels.

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Figure 4.12: Goal Setting

(Verma, et al., 2012)

4.4.2. Integration of AdWords

In cases, where the site owners focus on advertising their websites and product or services
brand in terms of employing AdWords, Google Analytics contribute in optimising the AdWords
performance relevant to the sites based on keywords, ads and also other campaigns that are
conducted by the website owner. Likewise, in terms of estimating the Return on Investment
(ROI) associated to the different AdWords, the users of the Google Analytics tool would rightly
focus on identifying the ads, keywords and also the different campaigns that had helped in
generating needed site conversions (Verma, et al., 2012).

4.4.3. Tracking abilities regarding different campaigns

Employment of Google Analytics rightly helps in tracking significant volumes of data from
different types of campaigns like email campaigns, social media campaigns, and offline and
banner ads for helping in the estimation of ROI from such.

4.4.4. Estimating Bounce Rate

The estimation of Bounce Rate determines the number of visitors that tend to visit a website and
eventually quit the same without even navigating to other web pages associated with the
website. The incidence of a higher Bounce Rate ideally reflects that users lack needed focus
and also desire with staying on a specific web page in that they tend to find the same irrelevant
in nature. Application of Google Analytics rightly helps in estimating the bounce rates associated
to different web pages and the fashion the same tends to counter chan ges over a specified
period (Verma, et al., 2012).

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Figure 4.13: Estim ation of Bounce Rate

(Verma, et al., 2012)

4.4.5. Mobile Tracking

Another effective feature introduced by Google Analytics is identified as Mobile Tracking. The
Mobile Tracking analytics tool ideally contributes in the tracking of mobile websites, applications
developed especially for the mobile interface and also other web enabled mobile gadgets.

Figure 4.14: Mobile Tracking Tool

(Verma, et al., 2012)

4.4.6. Application tracking for Flash, Social Networking and Video apps
Google Analytics contributes in helping users in tracking different apps like flash, video and
other social networking sites. It contributes in tracking the usage parameters of applications like
Flash, Ajax, Video, other web 2.0 applications and social networking sites (Verma, et al., 2012).

4.4.7. Geographic Data

Deep level analysis of geographical data is carried out by Google Analytics in terms of
evaluating the performance of a website on a country wise fashion. The analysis carried out in
such a manner ideally helps in tracking the most effective geographical market or region for the
website.

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Figure 4.15: Geographical Analysis Tool

(Verma, et al., 2012)

4.4.8. Generation of Conversion Data

After the setting up of conversion goals, Google Analytics contributes in reflecting the visitor
conversion associated to the different websites pertaining to different localities. The same
adequately helps the e-commerce marketer for designing their product and market offerings
based on evaluating the performance of the e-commerce site on a geographical or regional
basis.

4.4.9. Funnel Visualisation Activity

The funnel is identified as the specific route that the users of the Google Analytics tool expect
the visitors to the website for undertaking in converting to the different goals. The page linked to
Funnel Visualisation ideally helps in tracking the frequencies at which the visitors tend to
abandon the underlined goals or leave them unfulfilled. It thereby helps in effective designing
and fixing of the website pages such that the same contributes in tracking down the lost
opportunities and also in viewing the movement of the customers. The Funnel Visualisation
activity also contributes in effectively segmenting a funnel and also in showing the viewer
activity associated to the different stages (Verma, et al., 2012).

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Figure 4.16: Conversion Funnel

(Verma, et al., 2012)

4.4.10. Provides the Navigation Summary

Google Analytics can also be effectively used for tracking of navigation patterns of the visitors to
different websites. It thus helps in comparing and understanding that whether the visitors are
rightly following the desired navigational route. In cases of discrepancies regarding following of
navigation routes the site owners thereby can make needed planning for promoting the
redesigning of the concerned webpage (Verma, et al., 2012).

4.4.11. Emailing Reports

Another specific feature of Google Analytics is to set up different reports and thereby in
scheduling the individuals to whom the formulated reports are required to be sent. Herein,
Goole Analytics contribute in sending of reports to concerned email addresses.

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Figure 4.17: Setting up Em ails

(Verma, et al., 2012)

4.4.12. Traffic tracking from different Search Engines

The Google Analytics tool ideally helps in tracking data associated to the different search
engines. It reflects the names of different kinds of search engines and also the percentage of
web traffic the search engines tend to contribute associated to a specific site. In that, the site
owner based on the report gains an ideal understanding of the search engine that tends to
generate the highest web traffic it thereby helps in formulating SEO activities relevant to the
concerned website (Verma, et al., 2012).

Figure 4.18: Tracking of Web Traffic

(Verma, et al., 2012)

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4.4.13. Enhanced Segmentation

In terms of Enhanced Segmentation, Google Analytics focuses on dividing the total numbers of
visitors along different segments like that of new and returning visitors, paid traffic and the like. It
thereby helps in generating effective comparison between the different visitor segments and
also contributes in analysing the performance levels for each of the different visitor categories .

Figure 4.19: Visitor Segmentation

(Verma, et al., 2012)

4.4.14. Analytics Intelligence

Google Analytics as an effective software potentially contributes in generating custom alerts
associated to tracking of different types of changes in the behaviour of the different websites. It
helps in notifying the site owners when the threshold has reached the set target (Verma, et al.,
2012).

4.4.15. Tools for Advanced Analytics

The Tools for Advanced Analytics rightly helps in carrying out table filtering activities in an
advanced fashion. The users herein can effectively sort and thereby filter huge tables of
different datasets. It thereby helps in analysing the data in a deeper fashion and thereby in
manipulating the entry of such in the selected report format.

4.4.16. Exporting of Data Sets

Finally, Google Analytics also contributes in exporting data into different formats like PDF Files,
Excel Files, CSV and also XML Files (Verma, et al., 2012).

4.4.17. Custom Reporting

Custom Reports can be effectively constituted in terms of involving different types of
combinations for the different dimensions and also the metrics associated to the built-in reports.
Custom reports are found to be highly useful for such datasets that are usually not

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encompassed by the in-built reports. Custom Reports are usually generated for assisting the
presentation of the Google Analytics based data to different stakeholders both within and
outside the firm like prospective clients. Custom Reporting activities highly contribute in
highlighting relevant datasets and thereby in reducing the level of distractions involved. Custom
Reports are generated in the following fashion (Alhlou, et al., 2016).
 Clicking of Customisation along the Top Navigation bar.
 Clicking on New Custom Report button.
 Configuration of the Custom Report.

Figure 4.20: Custom Reporting

(Alhlou, et al., 2016)

4.4.18. Filters
Filters acts as an effective feature in Google Analytics that helps in manipulation of internal data
in terms of both including and excluding specific information. In cases, where filters that are
already predefined by Google Analytics are put to use a proper knowledge of the followi ng fields
are needed to be gained for effectively countering such.

Domain
The domain section enables in selecting a complete or a partial domain that is needed to be
filtered.

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IP Address
Herein, a specific IP Address or a range of different IP Addresses can be filtered in terms of
incorporating Regular Expressions that help in telling Google the keywords that need to be
searched for.

Subdirectory
Again, Regular Expressions can also be used for either including or excluding the subdirectories
associated to different websites. In case where a specific subdirectory is needed to be included
at the exclusion of others the expression needed to be used is subdirectory/.

Include Filters are such that include only such datasets that ideally matches the inclusion
patterns and tends to discard other things while Exclude Filters tend to exclude such datasets
that effectively matches the exclusion pattern while tends to include other aspects (Ledford, et
al., 2011).

5. Clicky vs. Google Analytics

5.1. Overview of Clicky
Clicky earns large scale popularity as an analytics company that works on a real-time basis. It is
used by around 990,000 websites all over the world for carrying out different activities like real -
time monitoring, analysis and thereby in reacting and responding to different categories of
online traffic. The tool provides effective options to the website owner for helping in the
improvement of online materials and also in providing viewers an effective experience of the
websites.

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5.2. Clicky vs. Google Analytics

Figure 4.21: Clicky vs. Google (Overview )

(FinancesOnline, 2019)

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Figure 4.22: Clicky vs. Google (Features)

(FinancesOnline, 2019)

Figure 4.23: Clicky vs. Google (Integrations)

(FinancesOnline, 2019)

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Figure 4.21: Clicky vs. Google (Devices and Com pany Size)

(FinancesOnline, 2019)

The above diagrams ideally reflect the differences between two different analytical softwares
like Google Analytics and Clicky. It provides an overview of the different differences between the
two platforms while also highlighting the differences along diverse categories like the list of
different features, level of integration and also the devices and the company sizes in which the
same gain applicability in a respective fashion.

6. Website Traffic Measurement Metrics

6.1. Key Website Traffic Metrics
The key website traffic metrics that need to be measured are depicted as follows:

6.1.1. Traffic Sources

It measures the number of visitors that tend to pay visit to the website on a monthly basis. The
analysis of traffic sources ideally helps in evaluating the existence of cyclical patterns, traffic
categories and also the level of increase or decrease associated to the flow of traffic to the sites.
It also tends to analyse the months that have less or no flow of visitors and also the contribution
percentage of the different sources.

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6.1.2. New vs. Old Visitors

New visitors to a website are always encouraged. However, the website earns further potential
where such gains the ability of attracting old visitors that had quit the site. The flow of old or
returning visitors to the website is evaluated to help in driving conversions. The ideal ‘rate of
returning visitors; or RVR is taken to vary between the range of 25 to 50 percent.

6.1.3. Average Time spend on Website

Estimation of the average time spend by the visitors on a particular website ideally contributes in
evaluating the relevancy and quality of the site in retaining visitors. Owing to the presence of
mobile platforms visitors are observed to be more engaged with the web pages than focus on
only spending time on the website.

6.1.4. Conversion Rate

The Conversion Rate acts as an effective metric that ideally contributes in evaluating the
success or failure of any campaign. Lower conversion rate requires considerable amount of
probing to be carried out for understanding the factors that amounted to reduced conversions
despite existence of high web traffic to the site. Existence of a higher conversion rate
contributes in enhancing sales revenues and profitability for the site (Hoisington, 2015).

6.2. Case of Alexa

The sources of web traffic and referral sites for Alexa.com are illustrated below:

Figure 4.22: An alysis of Web Traffic for Alexa

(Alexa, 2019)

It shows the contribution of different websites and also referral sources in driving web traffic to
the website of Alexa.

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7. Website Analytics Tool

7.1. Need for Measurement
It is understood that without the presence of the right kind of performance measurement tool,
the activities carried out under the purview of Digital Marketing turn out to be just a game of
guesses or wild hits. It is thereby understood that tracking results are highly needed for
evaluating the success or failure of a specific marketing campaign. It is by taking a look at the
results or estimates generated by website analytics tools that website owners and digital
marketers can focus on formulating the right kind of marketing strategy.

The different metrics used for evaluating web performance are underlined as follows:

7.1.1. Number of Session or Visits

A website is identified as the focal point for framing of international ma rketing strategies. Thus,
the total number of visits to a specific website is considered as an effective measurement tool.
The analytical programs not only contribute in estimating the number of visits made by
customers to a specific website but also focuses on identifying the success rate of specific ‘Call-
to-Action’ or CTAs linked with the website and other keyword oriented strategies ( Purely
Branded , 2019).

The total number of visits at a particular website along a range of sessions is highlighted as
follows:
Figure 4.23: Web Visits along a specific session

( Purely Branded , 2019)

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7.1.2. % of New Sessions

This measurement aims to understand and segment the numbers of visitors to a specific
website in terms of the number expressed as a percentage of newcomers to the site and also
the percentage of repeated visitors. The greater the percentage of newcomers to the website,
the greater is the ability of the website in attracting new visitors. Again, gr eater is the percentage
of repeated visitors to the site greater is the chances of the website in generating needed value
and also in rendering offers for retaining the existing visitors to the site ( Purely Branded , 2019).
The percentage of new sessions out of the total sessions is illustrated as follows:

Figure 4.24: % of New Sessions

( Purely Branded , 2019)

7.1.3. Channels
Google Analytics by default tends to segment the flow of the entire web tra ffic mainly along eight
different channels. The eight different channels are identified as direct, organic search, email,
referral, paid search, other forms of advertising and finally social and display. Segmentation of
the marketing channels along eight different types ideally contributes in segmenting the total
web traffic along respective channels and also in studying the behavioural pattern of the visitors
for each of the different channel types or sources ( Purely Branded , 2019).

The segmentation of the total flow of web traffic along eight different channels is illustrated as
under:
Figure 4.25: Segmentation of Marketing Channels

( Purely Branded , 2019)

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7.1.4. Bounce Rate

Bounce Rate also expressed in the form of percentages is carried out for measuring the single-
page visits carried out by visitors to the websites. This metric provides information as to the
percentage of website visitors that had quit the website only after viewing a single page . A low
bounce rate always stands to be healthy for both the website owner and the marketer.
Increased bounce rate tends to account for considerable number of factors like lack of effective
and relevant contents present on the web pages, poor presentation skills and also the existence
of applicability and usability issues. Poor Pages are identified based on Slow Speed. However,
single-page visits carried out by visitors to the websites does not always signify problems
associated with the health and usability of the website. Rather, single-page visits often serve the
visitors with needed information they ought to retrieve following which they leave the site (
Purely Branded , 2019).

The Bounce Rate for Single-Page Visits for a specific session is illustrated as follows:

Figure 4.26: Bounce Rate for Single -Page visits/Session

( Purely Branded , 2019)

7.1.5. Conversion Goals

Conversion Goals are considered to be significant business objectives that are needed to be
fulfilled by a business institution for promoting sustenance. In that, conversion though
associated with growth of sales volumes and revenue enhancement also has a broader
approach to be dealt with. The actual conversion goal of the company is associated with
converting visitors to the website into prospective clients. The engagement level of customers
can be rightly tracked in terms of reviewing the number of email subscriptions, submissions of
contact forms, frequency of downloading and watching of videos and other audio-visual

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contents, encouraging visitors for entering into live chats with other community members and
likewise ( Purely Branded , 2019).

The Conversion Goals of a particular website associated to a specific session is illustrated as

follows:
Figure 4.27: The com pleted Conversion Goals

( Purely Branded , 2019)

7.1.6. Engagement
Engagement as a metric of web analytics focuses on measuring the duration for which the
visitors stay on a particular website and also the number of web pages visited during the total
stay. The optimal period for which the visitors tend to stay on a particular website tend to rightly
vary with the set of business objectives and also the feature of the associated website. The
increase in the level of engagement metric may tend to happen owing to the presence of
informative and relevant content on the website or owing to the fact that the visitors to the
website fail to quickly retrieve needed information for which they have made visits to the
concerned sites ( Purely Branded , 2019).

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The figure below outlines the level of engagement of the visitors in terms of the numbers of
sessions attended by visitors and the Pageviews carried out by visitors based on their visits to
specific websites.

Figure 4.28: Total num bers of Sessions and Pageviews

( Purely Branded , 2019)

7.1.7. Site Content

Site Content as a metric associated with website analytics contributes in breaking down each of
the different web pages into different parameters like the total amount of page views, unique
page views, average time spent by visitors on the web pages, entrance rate, bounce rate, exit
rates (percentages) and also the page value in terms of revenue estimates and goals achieved.
The denominator for estimating Page Value is Unique Page Views for the Page. Further, the
report regarding Site Content also provides a quick overview of the web pages owing to the
level of their popularity and also other important and relevant sections of the website. The study
of the report ideally helps the site owner or web marketer to rightly identify that whether the
visitors to the website are ideally navigating to the pages that are desired or expected of them to
visit and thereby in formulating marketing and business decisions based on such information (
Purely Branded , 2019).

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7.1.8. Devices/Mobile
The business and marketing activities of business institutions carried out on the virtual platform
are now not limited to desktop formats but rather demand the generation of responsive formats
that would work along diverse platforms like mobile, tablets, desktops and other like gadgets.
Due to the pervasiveness of mobile and other digital devices along different business spheres
and also the significance of the mobile platforms in accruing significant number of visitors the
need for generation of responsive websites accounts to be a must activity that is needed to be
taken care of ( Purely Branded , 2019).

The level of responsiveness associated to the development of websites for different types of
device platforms is outlined in the following illustration:

Figure 4.30: Devices Report

( Purely Branded , 2019)

7.1.9. Landing Pages

The Landing Pages also identified as Entrances to a site tend to appear along the Site Content
part of the results page of Google Analytics. The landing page is recognised as the page that is
used by the visitors for making entry into a specific website. The landing pages that tend to gain
the highest rating are observed to be such areas of a particular website that ideally match the
search engine queries posted by visitors along the different search engines. Further,
customised landing pages are also created for tracking the response of the visitors regarding a
certain marketing or digital campaign ( Purely Branded , 2019).

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The Landing Page Report in terms of the total number of sessions attended and the percentage
of new sessions attended is reflected in the following illustration.

Figure 4.31: Landing Page Report

( Purely Branded , 2019)

7.1.10. Exit Pages

An Exit Page is figured out to be the last page that is finally visited by the visitor before quitting
the website. A web page may tend to reflect a high exit percentage in cases where there is
absence of relevant and also valuable information. It is required by the web analysts to visit and
review the concerned web pages reflecting high exit percentages and thereby understand the
various factors that prompted the visitors to quit the site. Here, it must be noted that web pages
that fall along the desired path to be crossed over by the visitors in a subsequent fashion tend to
reflect increased exit rates. The same can be effectively understood in terms of the existence of
the ‘Thank You’ page bearing a ‘Contact Us’ form for submission by the visitors. This page
rightly reflects the termination of the tour carried out by the visitors along the website after which
the visitors would automatically tend to quit the website ( Purely Branded , 2019).

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7.1.11. Internal Site Search Analysis

Internal Site Search Analysis rightly contributes in understanding the intention and expectations
of the customers. Understanding of customer intents helps the site owners in posting of relevant
contents and desired messages that potentially help in addressing the information needs of the
consumer groups. Analysis of data associated to Internal Site Search can be essentially carried
out mainly along three clusters like usage of the site search data, quality of the site search
activity and finally the manner of segmenting the search data.

Site Search data for Google Store is reflected in the following illustration:

Figure 4.33: Site Search Analysis for Google

(Tonkin, et al., 2011)

It contains the different search terms that visitors to the site incorporated into the search engine,
the frequency at which the same was entered, the frequency at which the searches further led
to other searches, the number of times the visitors were ideally converted into prospective leads
and likewise (Tonkin, et al., 2011).

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8. Multi-Channel Funnels (MCF)

Multi-Channel Funnels use in Google Analytics focuses on funnelling and analysing of data
gained from a large number of sources like broadcasting channels, cellular platforms, social
networking platforms, online and brick-and-mortar retail sectors and also from telephonic
communication. The Multi-Channel Funnels reflect the fashion in which the different types of
marketing channels or sources of web traffic work in a synchronised fashion for generating
needed sales and conversions for a particular site (Koks, 2018).

The Multi-Channel Conversion Visualizer associated to the different number of conversions

obtained along the different channels is highlighted below:

Figure 4.34: MCF report based on Google Analytics

(Koks, 2018)

The MCF Reports gain credibility in that the conversions and the different transactions are in
turn credited to the final touchpoint like marketing and promotional campaigns, advertisements
and searches that contributed in generating needed conversions. For carrying out of MCF
Reports specific goals and e-commerce tracking channels need to be pre-defined (Koks, 2018).

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The overview of the Multi-Channel Funnels in terms of e-commerce activity and the specific
goals associated to such are outlined in the following illustration:

Figure 4.35: Overview of Multi-Channel Funnels

(Koks, 2018)

9. Testing based on the use of Paid Tools

9.1. Visual Website Optimiser
Visual Website Optimiser acts as an effective tool assisting testing and optimisation which in
turn helps product managers, analysts and marketers to gain needed potential in generating A/B
Tests and other geo-behavioural market target campaigns without the prior need of any sort of
technical and also HTML knowledge. As an A/B Testing Tool, it helps marketers for creating
different types of websites and also landing pages based on the incorporation of point -and-click
editor. The marketers having created different versions of websites and also landing pages
thereby test them to see that which version has needed potential in enhancing the rate of
conversions and also in generating maximum sales leads. In fact, large number of business
institutions are focusing on the incorporation of Visual Website Optimiser for optimising landing
pages, enhancing the sales of websites and also in augmenting the conversion rates (Google,
2019).

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An A/B Testing Report generated based on the application of Visual Website Optimiser tool is
presented as follows:

Figure 4.36: A/B Testing Report carried out based on Visual Website Optim iser

(Google, 2019)

9.2. Google Website Optimiser

Google Website Optimiser operated as the Free Version of A/B Testing Tool and was mainly
used for testing of rate of conversions. It was however put off from use during August 2012 by
its parent company Google with the introduction of Google Content Experime nts. For A/B Tests
to be carried out regarding various elements on the web pages, Google randomly worked in
rendering free versions of Google Website Optimiser for the various visitors to the concerned
website. The tool carried out both A/B Testing and also Multivariate Testing with presence of
installed tags on the site that earned similarity to tools like that of Adobe Omniture ( Convert
Inc., 2019).

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The following illustration depicts the options presented by Google Website Optimiser regarding
the carrying out of two types of tests like the A/B Testing and the Multivariate Testing:

Figure 4.37: Options for A/B Testing and Multivariate Testing

( Convert Inc., 2019)

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The below illustration presents an idea of the outcome of the Multivariate Test carried out for a
particular website by Google Website Optimiser for a specific period like 21st August 2006. The
sorting of the outcomes is carried out based on relevance of website contents to the search
queries of the visitors.

Figure 4.38: Results of Multivariate Testing Analysis

( Convert Inc., 2019)

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DM/M3SI/v1.0/060819 Website Analytics | Session No.: I