analyze your analytics

Download Analyze Your Analytics

Post on 17-Dec-2014

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How are visitors finding your website, stories and videos? How did they get to your site? Learn to decipher the charts and graphs of Google Analytics, which key information to follow and how to use the data to make decisions about improving traffic.

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  • 1. ANALYZING School Newspapers Online www.snosites.com ANALYTICS your
  • 2. VOCABULARY ANALYZING ANALYTICS your
  • 3. ANALYZING YOUR ANALYTICS AUDIENCE 1 Audience is the umbrella term for people who are visiting your site. Subcategories are available for demographics, interests, behavior, browser and device.
  • 4. ANALYZING YOUR ANALYTICS ACQUISITION 2 Acquisition is the term for the various methods that visitors came to your site how your site acquired them. Acquisition is broken down by channels, or methods.
  • 5. ANALYZING YOUR ANALYTICS BEHAVIOR 3 Behavior is the term for the actions taken by visitors to your site what they looked at and clicked on, how long they did these, when they left and from where. Behavior is divided into content, speed and search.
  • 6. ANALYZING YOUR ANALYTICS SESSIONS 4 A session is the period time a user is actively engaged with your website. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.
  • 7. ANALYZING YOUR ANALYTICS PAGEVIEWS 5 Pageviews is the total number of pages viewed. Repeated views of a single page are counted.
  • 8. UNDERSTANDING THE CHARTS ANALYZING ANALYTICS your
  • 9. ANALYZING YOUR ANALYTICS ACQUISITION How are visitors discovering your content? How did they navigate to your site? Determine
  • 10. ANALYZING YOUR ANALYTICS ACQUISITION Knowing this information will help you determine how people find you. Use this data to make decisions about where and how to post on social media, using Google+ and other methods of finding an audience. Why
  • 11. ANALYZING YOUR ANALYTICS ACQUISITION How? What visitors were on before your site
  • 12. ANALYZING YOUR ANALYTICS ACQUISITION Target ranges, based on SNO sites: Social should be about 25-40% Direct should be about 25-35% Search should be about 30-40% Referral should be about 10-20% If an acquisition method is disproportionate, ask why. Commentary
  • 13. ANALYZING YOUR ANALYTICS ACQUISITION How many people visit your site on a phone? On a tablet? How many are on a desktop or notebook computer? Determine
  • 14. ANALYZING YOUR ANALYTICS ACQUISITION Knowing this information will help you determine how people are accessing your site. Use this to remind yourself to check how your site looks on mobile devices. Why
  • 15. ANALYZING YOUR ANALYTICS ACQUISITION How? Increasingly, visitors access the Web via mobile devices.
  • 16. ANALYZING YOUR ANALYTICS ACQUISITION You should view your site on mobile devices (and with multiple browsers) to see what your visitors see. Commentary
  • 17. ANALYZING YOUR ANALYTICS READERSHIP TOTALS How many visitors come to your site? Visitors Pageviews Pageviews per session Determine
  • 18. ANALYZING YOUR ANALYTICS READERSHIP TOTALS Knowing this information will help you determine your sites popularity and when visitors come. Use this data to determine when to post on social media, if efforts to attract attention and clicks are working, to gain advertisers. Determine what to add to story pages to keep readers clicking on story after story. Why
  • 19. ANALYZING YOUR ANALYTICS READERSHIP TOTALS How? Low traffic well below 100 pageviews per day
  • 20. ANALYZING YOUR ANALYTICS READERSHIP TOTALS How? Solid traffic of about 100 pageviews per day
  • 21. ANALYZING YOUR ANALYTICS READERSHIP TOTALS Target ranges, based on SNO sites: Meh: 25 pageviews per day Epic: 1,000 pageviews per day Target: 75-100 pageviews per day Know your typical traffic to identify when you have a viral story. Promote to maintain weekend traffic. Commentary
  • 22. ANALYZING YOUR ANALYTICS READERSHIP TOTALS What percentage of visitors are new? What percentage of visitors are returning? These totals wont be pure because visitors clear their browsing history, use other devices, etc. Determine
  • 23. ANALYZING YOUR ANALYTICS READERSHIP TOTALS Knowing this information will help you understand your audience. Use this to evaluate your staffs promotional methods and goals. Why
  • 24. ANALYZING YOUR ANALYTICS READERSHIP TOTALS How? Lots of new visitors who only looked at one page then left.
  • 25. ANALYZING YOUR ANALYTICS READERSHIP TOTALS The goal should be to have about half returning and half new. Aim for loyal readership. This will vary throughout the school year. You many have more new readers at the start of the school year or after a breaking news story. Commentary
  • 26. ANALYZING YOUR ANALYTICS BEHAVIOR Which stories are getting the most viewers? This also affects bounce rate (whether a reader looks only at the one page) and the total number of stories per session. Determine
  • 27. ANALYZING YOUR ANALYTICS BEHAVIOR Knowing this information will help you determine what stories interested your readers. Use this data to help guide story ideas and story format. Why
  • 28. ANALYZING YOUR ANALYTICS BEHAVIOR How?
  • 29. ANALYZING YOUR ANALYTICS BEHAVIOR Be aware of stories that get an abnormal number of views and ask what made it spike. Was it time topic method of promotion search of a popular/viral term Commentary
  • 30. WHATS YOUR TARGET? ANALYZING ANALYTICS your
  • 31. ANALYZING YOUR ANALYTICS YOUR TARGET Set a reasonable expectation. Make a plan to reach that target. Determine
  • 32. ANALYZING YOUR ANALYTICS YOUR TARGET Your site will build traffic over time as you become more established. More frequent posts Wider audience You want to steadily increase your pageviews. Why