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An Introduction to Online Metrics

Participation

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Type your questions into the chat pane and we’ll address them as we go or at the end of the presentation.

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Today’s Agenda

What are web analytics Discuss all the different terms such as

pageviews, impressions and engagement for your website, Facebook page and email

How to know if you are doing a good job

How to steer the sales conversation in the right direction

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WEB ANALYTICSis the measurement, collection and analysis of web data for the

purposes of understanding and optimizing web usage.-Wikipedia

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Google Analytics

Sessions – Sometimes referred to as unique visits, measures the # of times a user is actively engaged on the site

Users – Sometimes referred to as unique visitors or simply uniques, it’s the number of individuals who have visited your site

Pageviews – Total # of pages viewed, repeat views counted, also commonly referred to as impressions.

Pages/Session - # of pages viewed per session, one measure of engagement

Avg. Session Duration – Average length of a session, another measure of engagement

Bounce Rate - % of people that only view one page before leaving your site – CAN BE MISLEADING

% New Sessions – An estimate of the % of first time visits

Audience > Overview from the Reporting tab of your Google Analytics account

HITS

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Banner AdsViews – Sometimes referred to as impressions, it’s how many times that ad was displayed on a page

Hovers – Not common in most ad servers but is a measurement of engagement with the ad that isn’t a click.

Clicks - # of times the ad was actually clicked

CTR – The # of times an ad is clicked compared to the # of times it’s shown calculated as clicks / views

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A Note on CTR

CTR is measured as a percentage

1% = .01

So…

.1% = .001 or 1/10 of 1%

The average banner ad has a 0.1% click through rate (CTR), and the standard 468x60 banner has a 0.04% CTR.

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Placement’s Important

Ad Types

Above the Fold, Below the Fold

Where it’s shown on a site

Why is share of voice more effective than 10 banner ads on a sidebar?

Why banner ads are still important…

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But you need to educate… Have a strong call to action Create a sense of

urgency/scarcity Elicit some sort of positive

emotion Have a dedicated landing

page on the other end to convert

Can be used to highlight content (articles, coupons, deals, events, etc.)Used to stay top of mind (real estate agents, doctors, lawyers, plumbers, etc.)

Bad Banner Ad

Good Banner Ad

Simply put…banner ads are the primary mechanism we use to convert visitors into leads/customers

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Facebook

Visits – # of times your page/tabs were viewed, aka impressions

Reach – The number of people who were served any activity from your page including your posts, posts to your page by other people, page like ads, mentions and check-ins.

Engagement – An interaction with your page/tab – likes, comments, shares, hides, unlikes, spam reports, etc., also referred to as an action

If you want an approximation of your monthly reach you can use the “This Week” Post Reach and multiply by 4.

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Other Online Advertising Terms

Organic vs. Paid

CPM – Cost per 1,000 Impressions

CPC – Cost per Click

Inventory – Amount of ad slots available to serve ads

Un-used inventory – Available ad slots for new advertisers

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Mailchimp

Subscribers – # of people in your list

Open Rate – % of subscribers who opened the email

Opens - # of subscribers that opened your email, a good proxy for impressions

CTR – % of times a subscriber clicked a link in the email, repeats count

Clicks – # of times a link was clicked

Am I Doing A Good Job? Every market is different!

But 10-15k pageviews is a good benchmark to shoot for initially Measure (every 30 days), Improve, Repeat!

Are you providing value?Are you creating articles to drive traffic & engagement?

Are you leveraging Facebook & Email?Are you cross-linking articles to listings and events?

Are you featuring advertisers events?Are you using promoted posts?

Are you reaching out to the community to develop relationships?Are you educating your advertisers on best practices?

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Different Terms, Same End Goal

HOW MANY TIMES DID

SOMEONE SEE SOMETHING?

WHO ARE “THEY”?

HOW ENGAGED WHERE THEY?

Each month 1,400 unique visitors stop by hereinhanover.com.

These unique users look at 4k pages on our website each month.

Each month we serve 47k banner ads, reach 4,800 people on Facebook, and send 1,600 emails on top of the 5,500 people we reach in print.

This means our multi-channel campaigns offer excellent exposure as you look to reach new customers in multiple ways on multiple days.

We know this cause 79.9% of our visitors are new each month.

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Reporting Examples

SOCIAL PROMOTION

1,609 entries

79,986 impressions (19,849 on website, 55,809 on Facebook, 4,328 on the contest page itself, 6,000 emails sent)

788 email opt-ins

530 shares

BANNER ADSChoose an advertisers then click on the reporting tab in

Broadstreet.

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