This document discusses different categories of web analytics data:
1. Referrers show where visitors came from like search engines or other websites. Referrers are important for understanding traffic sources and are critical for marketing success.
2. Temporal data analyzes metrics over time like by month, week, day or hour. Time on site and between pages provides insights but requires custom reports and works best with other data.
3. Geographic data is important for understanding and segmenting markets. Location data has low error rates and cultural factors are relevant. It also impacts operations like load balancing.
4. Technology data covers operating systems, browsers, devices and security levels. It defines markets and combines with other internal
4. Blank could mean:
• The customer typed in the
URL by hand
• The customer had the page
bookmarked
• The customer was using
privacy protection software
that blocked the referrer
• The referring site is blocking
referrer information
5. Why are Referrers important?
• Easy to interpret
• They are actionable
• SEO Rankings
• Possible Customer referrals
• Possible Critics!
• Critical Marketing success
factor
6. • The right referrers
(or lack thereof) can
make or break a
website
• Referrers are key to
understanding the
market
7. Temporal
• Categorize by month, week, day,
even by hour
• Time of day, Part of week, etc.
• Real time data also available
2
8. • Most real insights require
custom reports
• Best used in conjunction with
other metrics/sources
• Time on Page
• Time on Site
14. • Possibly the most important data for
segmenting the market
• The possibility of error is lowest
• Again, combining with other data is
extremely useful
• Language vs. Location
• Cultural factors become important (what
is offensive/negative in a culture?)
15. One key factor in Geography
is operational:
• Geo->IP V.6
• Load balancing/Caching
• Data flow to Geographic
divisions in company
22. Basic metrics
• Age
• Gender
• Interests
• Parental Status
Warning: “Not all of your users may have
demographics associated with them, so these
reports may only represent a subset of your
users and may not be representative of your
overall site composition.”
23. Demographics
• Easy to use alone
• …but also great in
combination with other
metrics
• Another Critical Marketing
Success factor
• Segmentation within Google
Analytics is very powerful