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MEET THE METRICS:

ELEVATING CUSTOMER ENGAGEMENT WITH GOOGLE ANALYTICS

TABLE OF CONTENTS INTRODUCTION . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 3 AVERAGE SESSION DURATION. . . . . . . . . . . . . . . . . . . . . . . . . . . 4-6 BOUNCE RATE. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7-9 YOUR EXCLUSIVE INVITATION . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10 PERCENTAGE OF SEARCH REFINEMENTS . . . . . . . . . . . . . . . . 11-13 AVERAGE PATH LENGTH . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14-15 GLOSSARY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 OUR DATA SERVICES. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 17 GO UNIVERISAL . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18 THE PREMIUM CHOICE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

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Introduction

There’s a saying: You can’t manage what you don’t measure.

These days, data is quicker and easier than ever to collect and store. Analysing it on the other hand, can sometimes feel like a daunting task. Google Analytics (GA) is an amazing resource to begin analysing your business data, but we don’t just want you to make the most of it, we want you to love it as much as we do! In this series, we will introduce you to four Google Analytics metrics that focus on measuring and analysing how your customers engage with your website so you can better understand how to enhance their user experience.

You will discover what it means when a user “bounces” or if it’s really worth worrying about a low average session duration. Then we’ll dive into how your customers use your site search, and finally, how long it takes them to make a transaction. Our passionate data team have collaborated on this eBook, using their expert knowledge of Google Analytics and their extensive experience drawing insights from it to provide you with a valuable companion to your GA account.

A Bounce can o ccur f rom Matt Formanyou r siCEO FOUNDER AND GLOBAL te wh en So open up another window, log into your a

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Lucky for us, measuring things is the easy part.

Google Analytics account, and get ready to unlock the power of your customer engagement data. SHARE THIS E-BOOK

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MEET THE METRICS /// UNDERSTANDING CUSTOMER ENGAGEMENT WITH DATA ANALYTICS /// AVERAGE SESSION DURATION

AVERAGE SESSION DURATION

It is by no accident that Average Session Duration is the first metric of this series. Without it, the rest of them wouldn’t be much good to you. So many metrics and reports within Google Analytics (GA) rely on a solid understanding of sessions and how they are calculated, and as this eBook is focused solely on customer engagement, we may as well start at the very beginning with a session.

WHAT IS IT? Average Session Duration (previously called ‘Average Visit Duration’)

is the average amount of time users spend in a session on your website. IT IS A CAPITAL MISTAKE TO THEORIZE BEFORE ONE HAS DATA. INSENSIBLY ONE BEGINS TO TWIST FACTS TO SUIT THEORIES, INSTEAD OF THEORIES TO SUIT FACTS. SIR ARTHUR CONAN DOYLE 4

HOW IS IT CALCULATED? Average Session Duration is calculated by taking the total duration of all sessions (in seconds) and dividing that number by the number of sessions. To calculate the duration of a single session, GA relies on engagement hits. A hit is essentially any interaction (event) that takes place on the page. So to determine how long an individual session occurred for, GA takes the time of the last engagement hit on the last page and subtracts it from the first hit on the first page. Be aware that problems can arise when hits are not recorded. If a customer exits the page without making an interaction or hit then the session is calculated a