Dimensions of Web Analytics
- David Garceran Nieuwenburg
- Jun 2, 2020
- 2 min read
Updated: Jun 3, 2020
You must have heard it before. Unique visitors, unique page views, click through rate; in short, how many visitors do what on your site, how long, how often, how much - and if possible, we want to know where did they come from and where we can (re)target them again with our messages.
The above can be described in a stacked and interrelated view of 4 levels:
Site Analytics (click and swipe behavior on your own site)
Cross Media Analytics (journey between different digital media assets like mobile apps, social media, video, gaming & search platforms)
Cross Site Analytics (journey between your site and other external web sites)
Sentiment Analyses (positive/negative expressions of Key Opinion Leaders (KOL) and general public in Social Media)
SITE ANALYTICS
Navigation:
Traffic within and between own sites. In the customer journey this is typically in the awareness and interest stages.
Typical Metrics:
Unique Visitor
Page views
Visit Duration, frequency and depth
Geo-location, browser, OS, device
Business implications:
Performance of pages, sections, buttons and links indicates customer engagement and attractiveness of the offerings
CROSS MEDIA ANALYTICS
Navigation:
Web journey between different digital media assets. Actions here can often be plotted against the interest and engagement stages of the customer journey.
Metrics:
Inflow from Social Media, Youtube to the main site
Re-directions from Search Engine (SEO, SEM)
Traffic from mobile App
Business Implication: data gathering to improve web campaign performance by creating an optimal mix of digital assets
CROSS SITE ANALYTICS
Navigation:
Traffic between own sites and external sites (following) predefined segments. In the customer journey this would be the reach and awareness stages.
Metrics:
Top referral site before visiting you
Top destinations after visiting your site
SOCIAL SENTIMENT ANALYSIS
In the total picture we can finally see how social sentiments affect your company's digital real estate. In the customer journey this would be the stages of advocacy, loyalty or lack thereof.
Metrics:
Number of Positive / Neutral / Negative mentions and comments
Tweets/retweets
Likes
The above are merely the four dimensions along which your company can track performance and present KPIs. How to track these best, which tools and feedback processes would best work as well as how to interpret the tracked data to action and improve your digital footprint vis a vis your target market would be the next step.
Comments