M29: Monitoring Traffic Behavior and preparing

Reports

Presenter:
Dr. Tejinderpal Singh
Associate Professor
University Business School
Panjab University Chandigarh

Welcome to the last Module of this week and the name of this Module is In the previous module
isMonitoring Traffic Behavior and preparing Reports.
In this Module, I will demonstrate how to study the behavior of the audience by analyzing
various reports and metrics as presented by GA. In this Module, you will specifically learn
1. What types of reports are available in GA related to audience and websites data?
2. What type of data you view in a real time about the traffic and website ?
3. How to study the behavior audience on the basis of various metrics?
4. What are acquisition report and how to interpret these reports? and lastly
5. How to study the behavior flow of the traffic on a website
So. Let us dive into the world of web analytics using Google Analytics and see what is
happening on our demo website right now.
Open the Google Analytics dashboard, before looking for any report, make sure you have
selected the right property and View. In this example, my property is Google merchandise store
and the view are Master view. If you want to change the property or view, just click on Drop
down arrow and select an appropriate property , let us continue with our demo account and
Property Google Merchandised store, all the report presented below , are with respect to this
property and View.
Let us go directly to reports. We have different type of reports here and each report contains very
comprehensive data. There are five types of reports namely ,
Real Time
Audience
Acquisition
Behavior
And Conversions
I will talk about each type of report in detail.
First, we have the Realtime reports. I briefly talked about Realtime Card in the previous module.
As the name suggests, this is the live data of your property and the data is coming in real time.
This type of data helps in taking the decisions in the real time especially by ecommerce site or to
see the immediate reaction of any event on your website.
Just click on it to access various types of reports.
First, we have the overview, on right hand side , we have the quick overview of what is
happening at our website right now.
Just see, there are 22 active users on the website.
Out of these users, 77% are accessing our website from desktop and 23 % are accessing it from
Mobile phones. This is clear indication that for majority of the users, still prefer desktop to
access our website.
The next card is Page view.
What is Page view?
If a user will land on any page it will be counted as page view irrespective of the time spent on a
page. If a user opens new page of your website and comes back again on this page. It will be
counted on as one more page view. Let me show you on example here.
See, I have open the home page of me University’s website. This will be counted as 1-page view
, I have opened another page, This one more page view , Now I am going back to the same page
this will be counted as one more page view.
In total, there are 3-page views but only 2 unique page views.
This card is showing me page views per minutes. In simple words it shows how many pages
were viewed in a minute. Higher the number, means more activity on the website. See here 27
minutes ago 3-page views were there. Similarly, 1 minute ago 2-page views were there. Same
way page view per second data is available.
Now, we have the data regarding top referrals. Referral means when traffic is coming to the
website outside the Google or other search networks through other websites. For example, I am
right now on UGC’s Website and there is a link of Panjab university, I clicked on this link and
the page of Panjab university opens. It will be counted as One referral for Panjab university. For,
website owners it will be interesting to know what the other websites from are where the traffic
is coming.
Next, we have the top active page. It shows right now what pages of our website , users are
browsing. See here our home page is being browsed by 6 users followed by other pages.
Next it shows no one is coming to our website from social media, and No keyword is there to
analyze.
Location is self explanatory. It shows 2 visitors are right now coming from New York followed
by and others
As I said, this is just an overview. You can also see detailed data on each of the metric form real
time reports. For example ,
Next location ,
Now we have very detailed report with respect to location.
It shows there are 21 users on our website and the highest proportion is from USA followed by
India, Mexico, Germany, Israel and others. Have you noticed? data is Changing in real time.
Next, we have data of page view per minutes and per seconds.
Next, we have the data of each country with details of number and percentage of active users.
Same data is visualized on map as well,
Next, we have the Traffic Sources real time data.
What are traffic sources?
It simply means from where the traffic is coming. In Google analytics there are four major
sources. Like
Direct
Organic
Campaign
And referrals.
Let me briefly explain them
First Direct:
Direct Source represents those visitors that arrive directly and immediate on your site by:
(1) Typing your URL into the browser’s address bar;
(2) Clicking on a bookmark; or
(3) Clicking on a link in an email, SMS, or chat message.
Direct traffic is a strong indicator of your brand strength and your success in email or text
message marketing. It is also an indicator of offline marketing success.
Next we have the organic Source.
Organic traffic is the traffic that comes from visitors who are clicking on organic search results
page for any search engine- whether Google, Bing, Yahoo!, or similar. This is an indication of
how effective you SEO strategy is that brings you to the top of results on in the first page
Another source is campaign: As name suggests it is about how much traffic is coming through
campaigns through adverting campaigns like search, display , and others.
Lastly, we have the referrals: I have just explained the meaning of referrals that counts visitors
that click a link on another site and land on your site.
There is another term called medium . Medium and Source terms are used simultaneously most
of the time . . Actually, there is difference
Source is the origin of your traffic, such as a search engine (for example, google) or a domain
(example.com).
Medium: the general category of the source, for example, organic search (organic), cost-per-
click paid search (cpc), web referral (referral).
Next we have the content; The content section is related to the content of your web pages. It is
showing me the data of active pages, page Title and number of Active users on each page
Next we have the events. Events are defined by the admin . Event simply represents an activity
that it will be defined by the admin of the Google Analytics. For example, one video view can be
defined as an event, A complete purchase can be defined as an event, an app install can be
defined as an event and so. We will see at an appropriate time how to define the events.
Next we have the conversion.
Conversions are goals that you define Google Analytics like Purchase completed, Registrations,
Time spent on website, page views per session and so on. We have one full module on goals and
conversions. So, I will discuss it there. We have more data about Conversions that are happening
in the real time. It shows that at present no conversion is happening. At the top, you can see the
goal hits per minute and per second.
This was discussion on real time e reports. I tried to explain various reports under real-time
block, Data retrieved from this block is very useful to take the decision in real time , This type of
data may not be very useful to blogger of small brand, but this is very useful for ecommerce
website ad these store take many decision in the real time like changing of prices, impact offers
and discount etc. I the next video I will talk about Audience report. So, we will meet in the next
video