using google analytics to tell your audience story

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1 Using Google Analytics to Tell Your Audience Story Amy Sample Director, Web Analytics, PBS Interactive [email protected] @amysample May 25, 2011

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Using Google Analytics to Tell Your Audience Story. Amy Sample Director, Web Analytics, PBS Interactive [email protected] @ amysample May 25, 2011. Today’s Agenda. Introductions Analytics Discussion with Religion & Ethics Newsweekly - PowerPoint PPT Presentation

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Page 1: Using Google Analytics to Tell Your Audience Story

1

Using Google Analytics to Tell Your Audience Story

Amy SampleDirector, Web Analytics, PBS Interactive

[email protected]@amysample

May 25, 2011

Page 2: Using Google Analytics to Tell Your Audience Story

Today’s Agenda

• Introductions• Analytics Discussion with Religion &

Ethics Newsweekly• Using Analytics to Describe the

Religion & Ethics Audience• Q&A• Guide to Doing Your Own Analysis• June Analysis Opportunity

Page 4: Using Google Analytics to Tell Your Audience Story

Using Analytics to Tell the Religion & Ethics Newsweekly

Audience Story

Page 5: Using Google Analytics to Tell Your Audience Story

Traffic to R&E has grown 8%

• Average of 65k visitors a month in the last 12 months, an 8% increase over a year ago

• Average of 87k visits per month, or 1.3 visits per visitor, an 11% increase over a year ago

• 40% of visitors are repeat visitors each month, slightly lower than the PBS.org average of 44% and slightly lower than the average for news sites.

Source: Google Analytics, May 2009 – April 2011

May-10

Jun-10Jul-1

0

Aug-10

Sep-10

Oct-10

Nov-10

Dec-10

Jan-11

Feb-11

Mar-11

Apr-11

0

10,000

20,000

30,000

40,000

50,000

60,000

70,000

80,000

90,000

Visitors Previous Visitors

Page 6: Using Google Analytics to Tell Your Audience Story

Search and social media are important sources of traffic to R&E

• Search accounts for nearly half of traffic.

• Just 10% of Search traffic goes to homepage or video portal page.

• Facebook is the largest non-Search source of traffic.

• Traffic to Religion and Ethics from Facebook has increased 263% in the last year.

• Facebook traffic tends to land on recent episodes.

Direct26%

Search46%

Facebook6%

Webmail Services2%

Education1%

Google.com1%

Wikipedia1%

Other Referring17%

Traffic Sources

Page 7: Using Google Analytics to Tell Your Audience Story

Segmenting your audience allows you to see some differences

• One-time visitors are the largest group of visitors

• The more often users visit the more they use the site– Fans spend 90% more time on site– Fans view 30% more pages per visit

• Most top content is the same across segments with a few exceptions– One-time users are more likely

to visit archive content– Regulars and Fans are more

likely to visit video pages

One-timer Regular Fan0

10000

20000

30000

40000

50000

60000

70000

0

0.5

1

1.5

2

2.5

VisitsPages/VisitTime on Site

Page 8: Using Google Analytics to Tell Your Audience Story

Web-exclusive content performs similarly to other videos on the site

• 28k video streams in April• Video usage is evenly split

between Portal and Partner Players

• Sundays and Mondays are peak video viewing days for R&E while web traffic tends to be more evenly distributed

• A Web-Exclusive video tops the list of top videos for April– Half the traffic to this video came from

Search– Most terms variations of “Of Gods and

Men” or “Father James Martin”

Video Portal43%

Partner Player44%

Viral Player13%

Streams

Father James Martin on ""Of Gods and Men"" 3,744 Prayer and Fasting Campaign on Budget Cuts 1,878 Religion and Social Media 1,462 Hindu Holi 737 Rabbi Sharon Brous Extended Interview 731 Pastors and Guns 723 4/1/2011 671

Pastor David Platt on the Gospel of Wealth 638 Holy Family Ministries 608 Lifta 598

Page 9: Using Google Analytics to Tell Your Audience Story

Some parting thoughts on analysis

• Before you do any analysis, ask yourself “what is the role of my site?” or “what do I want people to do here?”– Answering these questions will help you determine what

to focus on• Don’t get hung up on the metrics

– What are the questions you want to answer about your site?

• Don’t be afraid to start simple – How many people visit, how often?

Page 10: Using Google Analytics to Tell Your Audience Story

Questions?

Page 11: Using Google Analytics to Tell Your Audience Story

Resource guide to doing your own analysis available today

Page 12: Using Google Analytics to Tell Your Audience Story

It’s Your Turn!

• Name/ Program• What do you want to know? What insights

would you like to learn more about your audience through your site metrics?

• What do you think the answer is?• What have you tried so far?

Send to [email protected] by COB 5/25

Page 13: Using Google Analytics to Tell Your Audience Story

13

Using Google Analytics to Tell Your Audience Story

Amy SampleDirector, Web Analytics, PBS Interactive

[email protected]@amysample

May 25, 2011