Module 2

Content
• Web Analytics Metrics
• KPI’s
 Web Metrics

• A metric is a quantitative measurement of statistics describing events or trends

on a website.
• A key performance indicator (KPI) is a metric that helps you understand how you
are doing against your objectives.
• That last word—objectives—is critical to something being called a KPI,
which is also why KPIs tend to be unique to each company.
 Visits and Visitors
• Visits
• Visits report the fact that someone came to your website and spent some
time browsing before leaving.
• Technically this visitor experience is called a session.
• Sessions are most commonly referred to as Visits. Sessions are usually a
collection of requests from someone who is on your website.
 Visits
• If you use a JavaScript tag solution, when someone requests the first page or
item from your website, then your analytics tool starts a session for that
person from that browser.
2. Each additional request from that person is attached to a unique session ID .
3. W hen the person leaves your site, that unique session ID is used to
“stitch”together the pages viewed into one cohesive visit.
4. When you run a report for any given period in your web analytics tools, Total
Visits is the count of all the sessions during a given time period.
 Visits
• A session, or visit, is defined as lasting from the first request to the last
request.
• If the person simply leaves the browser open and walks away, then the
session is proactively terminated after 29 minutes of inactivity.
 Unique Visitors
• In computing Unique Visitors, the web analytics tool is trying to approximate
the number of people who come to your website.
• For getting a clear idea about Unique Visitors., visit the Link that I have
shared with you regarding the Unique Visitors on your Classroom.
1. I f you use a JavaScript tag solution, when someone requests the first page or
item from your website, your analytics tool will set a unique cookie on that
person’s browser.
2. This cookie remains on the browser even after the person leaves your
website. It contains a unique anonymous string of numbers and characters. No
personally identifiable (PII ) information is included.
3. Each time someone visits your website from that browser, this persistent
cookie ID is used to recognize that the same browser has returned.
4. W hen you run a report for any given time period in your web analytics tool,
the Unique Visitors metric is the count of all the persistent unique cookie IDs during a
given time period.
 Time on Page
• After Visits and Visitors, perhaps the next foundational metric in web
analytics is Time.
• It measures the time that visitors spend on an individual page and the time
spent on the site during a visit (session).
 Time on Page
• To. understand time, we will use a simple scenario, illustrated by an example
• Fig.-1

Home Page3
Page2
Page
• Someone surfs over to your website and requests your home page, which
starts a visit (session) on your website. The visitor then requests two more
pages from your site before deciding to leave your website.
Illustrates the metrics we want to compute for this visit:
• Time on Page (Tp) represents the time spent on each page.
• Time on Site (Ts) represents the time spent during that session on the
website.
• Someone surfs over to your website and requests your home page, which starts a
visit (session) on your website.
• The visitor then requests two more pages from your site before deciding to leave
your website.
• Fig. illustrates the metrics we want to compute for this visit:
• Time on Page (Tp) represents the time spent on each page.
• Time on Site (Ts) represents the time spent during that session on the website
• Tp= Time on Page Ts= Time on Site Fig.-2

Home Home Home

Page Page Page

Tp=? Tp=? Tp=?

TS=?
 Time on Page
• Home Page requested at 10:00

• Fig. 3
10:00 10:01 10:05

Home page Page 2 Page3

Tp Tp Tp

Ts
• There is an entry in your log file (weblog or JavaScript tag
• Technically, the message actually looks something like this:
111.111.111.111 - - [08/Oct/2009:10:00:00 -0400] “GET / index.html HTTP/1.1″
200 10801 “http://www.google.com/search?q=avinash+kaushik&ie=utf-8&oe=utf-8
&aq=t&rls=org.mozilla:en-US:official&client=firefox-a” “Mozilla/5.0 (Windows; U;
Windows NT 5.2; en-US; rv:1.8.1.7) Gecko/20070914 Firefox/2.0.0.7″
• Notice the time stamp there? So far, all your analytics program knows is
when a page was requested, which is why we have this:
• Tp = N/A (not available)
• Ts = N/A
• someone clicks a link to page 2 from your home page, as shown in Figure-3
• Now there is a new entry in your log file that essentially reads, “The same
visitor requested page 2 at 10:01.” Now your web analytics program can
compute some time metrics! The program knows how long the visitor spent
on the home page. It subtracts 10:01 from 10:00 and gets one minute. Hence:
Tp (home page) = one minute
• Notice that the only way the analytics tool knows how long someone spent
on one page is by looking at the two time stamps: one from the request for
the first page and one from the request for the second page
 Time on page
• link on page 2 entices the person to click to page 3 to buy the product.
• The magical math outlined earlier happens (10:05 minus 10:01), and for page
2 here’s the result:
• Tp (page 2) = four minutes( Acc. To the Fig. 3)
• The visitor reaches page 3 and notices that the product is too costly, he will
get the same in low price so he decided to exit from there.
 Time on page
• Tp (page 3) = The time of the page request (10:05) minus the time of next
page request (N/A)( That is not available due to that the customer disagrees
and exit from the page)so that the time stamp for the last page 3 is not
available
• i.e Tp(Page 3)= Zero Min.
• The analytics tool has no idea how long the visitor spent on the last page on
your site. This flaw is true for nearly all web analytics programs in terms of
default behavior.
 Time on Site

Home Page 3
Page 2
Page
Tp= 0:01 Tp= 0:00
Tp= 0:05
Min.
 Time on Site
• Tp (home page) = one minute
• Tp (page 2) = four minutes
• Tp (page 3) = zero minutes
• Ts = five minutes (Time on Site, also known as Session Length)
 Time on Site
• Time on Site (TOS) measures the average amount of time a visitor spends on
an ecommerce website before they abandon the page.
• This metric is critical for understanding the user engagement of a website.
TOS is analyzed to determine the user experience and the effectiveness of
various pages and content and to identify areas where improvements may be
needed.
• The TOS helps measure the overall health of a site, which can be used to
inform changes needed for increased conversions.
 Time on Site
• Time on Site = Total Duration of all Sessions / Total Number of Sessions

• If a website had 10,000 page views with an aggregated time spent on the
website of 8 hours, the website's Time on Site can be calculated by dividing
10,000 page views by 8 hours, which equals an average Time on Site of 1.25
hours.
 Why is TOS important

• Time on Site (TOS) serves as an important measure of visitor engagement on

an ecommerce website. It can help offer insights into user experience,
effectiveness of website content/pages, and opportunities for optimization
 Factors Impact TOS

• Many different factors can influence Time on Site

• Usability,
• Content Relevancy,
• Page Loading Speed,
• Internal Linking,
• Website Navigation,
• Mobile Optimization, As Well As External Influences Such As User
Demographics, User Experience.
 TOS be improved

• Creating Engaging Content

• Offering Value-added Information
• Building Trust Through User Reviews And Experiences Are Just Some Ways
To Increase User Engagement And Consequently.
• Making Content Easier To Find, Improving Website Navigation
• Making Improvements To The Page Loading Speed
• Optimizing For Mobile Devices.
Bounce Rate
 Bounce Rate
For example, if 40 visitors leave without being “absorbed” into further interaction
with a site and there have been 100 visitors overall, the bounce rate will be 40%.
• There are a few main ways that a visitor may bounce. For example:
• Clicking on a link to another website
• Clicking the back arrow that takes them to the previous page
• Entering a new URL and hitting enter
• Closing the browser or tab
 Exit Rate
• Exit rates provide information on specific pages of the website, measuring
the percentage of visitors that left the site after viewing a specific page, no
matter how many pages they have visited before in the session.
• In other words, all bounces are exits, but not all exits are bounces.
• Bounce rates are based on only sessions that start and end with one page.
While exit rates calculate the last page visited in the user’s journey, regardless
of the number of pages a user has visited during one session.
Exit Rate
 Conversion Rate
• Conversion rates are calculated by simply taking the number
of conversions and dividing that by the number of total ad interactions that
can be tracked to a conversion during the same time period. For example, if
you had 50 conversions from 1,000 interactions, your conversion rate would
be 5%, since 50 ÷ 1,000 = 5%.
Strategically Aligned Tactics for Impactful Web
Metrics
Three strategic elements related to web metrics.
• The first element, diagnosing root cause, is a technique to help you unravel
insights from your critical few metrics.
• The second element, leveraging custom reports, argues that creating custom
reports can accelerate understanding of the site’s performance.
• Finally the case for starting with a solid understanding of the macro view
 Engagement

• User engagement is how valuable users find your product, based on how
much they interact or ‘engage’ with your website or service. You can tell
whether a user is engaged by their actions: they download your content,
share it with others, click through to your pages, and interact with your
product's tools and features.

• Customer Engagement
 Engagement
It is measured by :-
• Visits
• CTR
• Pages per Session
• Session Duration
• Conversion Rate
• Bounce Rate
• Time on Page
 key differences between KPIs and metrics:

• Metrics look at the performance of specific processes, while KPIs track

progress towards your most important goals.
• Metrics usually follow an industry standard, threshold, or benchmark,
whereas KPIs are typically set by the business depending on the objectives.
• Metrics are usually owned by an employee, a department, or a
team. Metrics provide a single quantifiable measurement,
• while KPIs involve a variety of strategies and metrics.
 key differences between KPIs and metrics:

• KPIs are strategic because they offer insight into how you are succeeding at
attaining your goals. Meanwhile, metrics are tactical, in that they look at the
activities that take place to allow you to achieve your KPI.
•