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Lecture Notes

There are several types of analytics that can be used to analyze user behavior on a website. These include unique pageviews, entrances, bounce rate, exit metrics, average time on site, goal completions, and more. Analytics help understand user pathways like funnels and how users arrive at and navigate between pages on a site from various sources and mediums like organic search, referrals, direct visits, and paid advertising. Click-path and navigation reports provide insights into how users move from one page to the next.

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28 views

Lecture Notes

There are several types of analytics that can be used to analyze user behavior on a website. These include unique pageviews, entrances, bounce rate, exit metrics, average time on site, goal completions, and more. Analytics help understand user pathways like funnels and how users arrive at and navigate between pages on a site from various sources and mediums like organic search, referrals, direct visits, and paid advertising. Click-path and navigation reports provide insights into how users move from one page to the next.

Uploaded by

eng doa
Copyright
© © All Rights Reserved
Available Formats
Download as PDF, TXT or read online on Scribd
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Types of analytics:

• Unique pageviews show many actual users viewed a page once


within the selected period.
• Entrances refers to the number of times users enter a website
or a specific page as their first point of interaction.
• Bounce rate is the portion of people who exited the website
without visiting any other pages.
• % exit metric shows you what portion of pageviews were the
last time a user viewed a page on your website.
• Average time on a website is the average amount of time that a
group of users spend on your website.
• Bounce rate is calculated by dividing the number of single-page
visits by the total number of entries to the website and then
multiplying by 100 to express it as a percentage.
• There are four metrics that appear below the large graph:
1- a Goal Completions: How many times the goal was reached
during the selected time period.
2- Goal Value: it is possible to calculate a monetary value for
each time a user reaches a goal.
3- Goal Conversion Rate: The conversion rate for the selected
time period for either all goals or the single goal you have
selected.
4- Goal Abandonment Rate: The portion of users who begin to
convert but do not finish. This metric is meaningful for funnel
transaction goals.

• The “Goal URLs” shows you the specific pages where people
completed a conversion.
• The “Reverse Goal Path” report shows what page users
completed a goal on, just like the Goal URLs report, as well as
the three previous pages users visited.
• funnel refers to a series of steps or pages that a user goes
through on a website to complete a desired action or conversion
and at every step of the process, some number of users will give
up, or abandon the process. ‫مش هيكملوا العملية اللي بيعملوها‬

• “Multichannel Funnels” report is that users may come to your


website multiple times before they convert, using different
mediums, such as a search engine or a link from another
website.
• A returning visitor is one who has been to your website before,
and a new visitor is one who has not.

• Frequency refers to how often users come to your website.

• Recency refers to how recent their last visit was. ‫كم مر منذ آخر‬
‫زيارة للمستخدم إلى الموقع‬

• Traffic analysis involves looking at the sources and mediums


that brought users to your website.

• Source is the specific place that a user came from, such as from
the Google search engine, or on a social media website like
Twitter, or by directly typing your website’s URL into the
browser.

• Medium is a derived category containing one or more sources


of the same type, like “organic search” being the medium that
contains multiple sources like Google and Bing.

• There are four default mediums in Google Analytics:


1- Organic: People who used a search engine to find your
website did not click on one of the ads.
2- Referral. People who clicked on a link from another website.
3- (none). The “direct” visitors who either typed your website’s
URL into their browser or who bookmarked the website in
the past.
4- CPC. People that arrived through “cost per click” (often
referred to as “pay per click”) advertising, such as from
Google or Bing’s advertising networks. You may not see it if
your organization is not engaged in this form of advertising.
• The frequency of keywords that brought users to your website
will probably fit the shape of the long tail. (Midterm question)

• Search query analysis is an exploratory exercise that analyzes


the keywords that brought users to your website.

• click-path analysis: how users move from one page to another.

• The “Navigation Summary” report organizes data around page-


to page interactions and is more useful for summarizing all the
behavior on a page.

• The “Visitors Flow” report organizes the data around paths that
users take and is better for showing the variety of ways users
go from page to page.

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