Interpreting Web Statistics

In the past five years, establishing presence on the internet has become easier for organizations and companies and it comes to a point that average consumers assumes that businesses are online. Understanding what occurs upon arrival of consumers to the website of the organization is important whether you are an organization who uses a free service for web hosting or is paying a webmaster. There are different software packages and methods available to track traffic and help you with marketing and advertising decisions. The steps on interpreting web statistics are shown below.

1. Determine the questions that require answers with the use of web statistics. Questions include:

Interpreting Web Statistics · The number of visitors daily, monthly and annually

· The source of website visitors

· The keywords used by the visitors upon entering the site

· The pages viewed by the visitors

· Or did the visitors buy on the advertisements on your site

To answer these questions, the statistics used are:

· Page views and visitors

· Entry pages and exit pages

· Page counts

· Search phrases

· Referrals

· Other statistics

2. Register your website in Google Analytics. Google Analytics provides free analytics tools and data to their clients. After registering, Google will give you a short javascript snippet which is included before the body tag on the website for analysis. The javascript should be included on every webpage to be analyzed.

3. Login to Google Analytics and select Analytics Dashboard through the “View Reports” to access high level statistics on the tracked website.

4. View the overall traffic graphical view of the website at the top part of the webpage to view the overall trend analysis of the traffic amount which the website receives.

5. View the Site Usage Statistics and analyze. On the Google dashboard, it provides number of page views, unique website visits, average time on the site, bounce rate, and new site visits percentage. In every data category, it allows the site owner or the webmaster to select the metric so it can get further information in addition to the visitor’s information.

6. View the Site Map overlay and analyze. This function allows you to see the location of every visitor anywhere in the world. The tool can also be used for planning the website content so that you will be able to tailor the needs of your targeted audience.

7. View the Content Overview and analyze. It provides web page analysis to determine the content viewed, what source and this can be used to modify the site content to increase traffic.

8. Select the Traffic Sources. It allows the owner of the website to view traffic sources, search engines, referring sites, ad words, and keywords which led that user to your website.

9. After completing the basics of Google analytics, you can now use the advance features to set traffic goals and other tools to assist you.

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