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Transcript of Aug 15 show me the numbers
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Show me the numbers: working with metrics
Susan Mernit Oakland Local Academy
August 2012 For more like this, go to oaklandlocal.com/content/
trainings and see slideshare.com/mernit
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Agenda
• What are web metrics and why are they useful ?
• What are the basic tools?
• How can I use metrics to help me in my work on a project?
• What are best prac@ces to follow working with metrics in an ongoing way?
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QuesCons Answered
What is Google AnalyCcs and how
do you start?
What is Facebook Insights and how do
I use it?
How does Tweetreach help me
measure tweet impact?
What are ways I might use this data?
What are some good Cme management pracCces around metrics reporCng?
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GeKng started with metrics • Web analy)cs is the measurement, collecCon, analysis and reporCng of internet data for purposes of understanding and opCmizing web usage
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Google Analy)cs is one of the core tools (google.com/analy@cs)
Free tool inserted on website via JS code in CSS template. Private, only visible with log-‐in.
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knightdigitalmediacenter.org 6
• Key areas of Google Analy)cs to be aware of: Audience • Traffic • Content • Geography
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Use a set of metrics to evaluate
• Google AnalyCcs core metrics: – Time spent
– Pages viewed – Returning vs. new visitors – Referral source – LocaCon – Unique visitors – Page views – PlaWorms
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Content tab
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What were the most-‐viewed stories? How much Cme did visitors spend reading them? AnalyCcs will tell you
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Google AnalyCcs pages viewed and Cme spent
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Understanding how many people visit your web site, the amount of )me they spend in a visit, and the number of pages they look at is VERY useful data.
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Unique visitors
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This data from Oakland Local (oaklandlocal.com) shows that in one week 12,490 people visited over 25,000 )mes.
Those people looked at 2.10 pages and spent 3 minutes on the site on average.
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LocaCon
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The Location tab (under Audience Demographics) shows where your audience is from—both internationally and locally
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Mobile: Who’s using?
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Under Audience, Google Analytics will tell you what percentage of your audience Is via mobile—and which platforms
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Regional health site: Google AnalyCcs
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A free, web based tool provides invaluable data on visitors’ behaviors
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Other Dashboard EssenCals
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Measures Facebook page data
Measures tweet impact
Facebook Insights
Facebook Likes Comments
Twitter Followers Retweets Tweet reach
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Facebook Insights is GA for your Facebook Page
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The Akronist: Facebook Insights
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Insights is the equivalent Of Google Analy)cs for Business—not personal-‐Facebook pages
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Another core too—Tweetreach Measures TwiZer Posts, Account Reach and Influence
(tweetreach.com)
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• Shows most retweeted
• Shows top retweeters
• Shows top tweets and how far each reach
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Oakland Local: Tweetreach
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How many people are you reaching via TwiZer—and who are they? Tweetreach gives you data
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User Engagement: Quality of attention
Source: http://blog.podio.com All rights reserved. Houseoflocal.org
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Ques)ons to answer
Planning
• What is your site’s greatest strength according to Google AnalyCcs? • Use stats to portray-‐-‐Create a 1 pager
• What is a problem you see in your site via GA – Use stats to portray-‐-‐Create a 1 pager
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QuesCons to answer 2
• What does a monthly report about your site look like? – Use GA to put a 1 pager together and post to Basecamp and/or mail to [email protected]
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knightdigitalmediacenter.org 23
The EssenCal Tool of the Trade
Source: http://fobango.com
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ReporCng Dashboard
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Spreadsheet tracking key metrics month by month, quarter by quarter.
Build or download a template to collect data
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Dashboard plan for yoursite.com
• Unique visitors • First Cme vs. repeat visitors • Time on site • Pages per visit • Bounce rate • Top 10 Content (by page views or by unique visitors) • Number of comments (conversion goal) • Number of member blog posts (conversion goal) • New members (conversion goal) • Top referring sources
Let’s discuss: how does this work as a weekly/daily report?
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Videos on the Official Google Analytics YouTube Channel
are a quality resource.
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Next steps
• Produce a report (use the dashboard or make your own)
• Talk through your site performance in 1:1 with Susan (opConal), need to provide GA access.
• Custom quesCons: – SegmentaCon
– Campaigns – Custom reports
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Help & Support services
• Classes & training: Oakland Local Business Academy, hdp://oaklandlocal.com/content/trainings
• Sign up for our monthly newsleder: [email protected]; filled with Cps and references for beder social markeCng & online presence
• ConsulCng packages for small business services: [email protected]
• Contact us! – Susan Mernit, [email protected] – Kwan Booth, [email protected]
– Debi Mason, [email protected]
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