Web Analytics
We help you understand how users are interacting with your website, focused on the key metrics that drive your organization’s success.
Measuring Success
Each project has a different measures of success. For E-commerce sites, we want to see an order placed, and that over time the value of those orders increases. For many other types of sites, we are hoping for page views, or specific actions, like when a user fills out a contact form to get more information.
Our approach to web analytics is to find those goals and track them over time, looking at the data to improve the performance of your site at helping visitors reach those goals. Analytics are a key driver of our commitment to continuous improvement over time.
Web analytics are particularly powerful when combined with web marketing efforts to drive traffic to the site. By understanding which marketing channels send visitors that reach a particular goal, we can improve advertising placements to get the right kind of visitor to the site. With analytics we can optimize the advertising so that we acquire the most valuable new customers at the lowest possible cost.
Key Terms
Organic Traffic
Organic traffic includes vistors to a website who came from a search engine but did not click on a paid link or advertisement.
Conversion
In E-commerce, a conversion is a customer who arrives at a site and makes a purchase. For other types of businesses, a conversion may be counted for other kinds of goals such as filling out a registration or contact form.
Funnel
A typical path a customer might take from first visiting a site through the sales process to a completed purchase. Each milestone along that path is tracked.
Landing Page
The first page a visitor sees when arriving at a site. For web advertising campaigns it is common to create custom landing pages with all of the information a visitor needs on a single page.
ROAS
Return On Ad Spend is an important metric to understand success for an e-commerce business. It gauges how much revenue is increased for each dollar spent on advertising. An ROAS of 1 would indicate that an advertising campaign is breaking even, while an ROAS of 5 would indicate that a particular ad campaign brought in 5 times more revenue than the advertising cost.
Experience
Prior to the creation of Google Analytics, David Fry was using WebTrends for server log file analysis, and then Urchin to track website visitors. Once Google bought Urchin and developed Google Analytics tracking, David has maintained proficiency with that tracking system as it has grown over time.