Rutgers University Law Library Web Analytics Web Analytics is the measurement collection analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage ID: 635435
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Slide1
Web Analytics
Wei Fang
Head of Digital Services
Rutgers University Law LibrarySlide2
Web Analytics
Web Analytics is the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimizing Web usage.
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Web Analytics Association (2006)Slide3
Why Web Analytics
Paper based surveys
Online surveys
Web analytics
Objective
Accurate
Up-to-dateSlide4
Methods
Counters
Cookies
Log Files
Collected by severs
Web Analytic Services
Client-side data collection (Page tags), done by JS. Or Packet-sniffing There will always be errors in Web analytics' data and it is hard to tell what the margin of error is.Slide5
Apache Extended log file format
Apache Common log file format
Microsoft IIS W3C Extended log file format
Microsoft IIS NCSA Common log file format
Microsoft IIS log file format
Sun ONE Web Server (iPlanet) log file format
Netscape Web Server log file format WebSTAR Common Log Format (CLF) log file format WebSTAR Extended Log Format (ExLF) log file format Standard Common log file format Standard Combined log file format Windows Media Services W3C log file format
Microsoft Windows Firewall log file format Squid log file format ………ToolsSever log files64.190.42.82 - - [13/Jun/2008:09:17:26 -0400] "GET /coah/1989/19890806.pdf HTTP/1.1" 200 53089 "http://www.google.com/search?hl=en&lr=&q=Angus+Harmony+Township" "Mozilla/4.0 (compatible; MSIE 6.0; Windows NT 5.1; SV1; .NET CLR 1.0.3705)"Slide6
Tools
Local Applications
Depend on OS
Usually require feesSlide7
Tools
Server-based services for Web analytics
Such as Analog,
Webalizer
,
AWStats
, etc.Slide8
Tools
Analytics in A Box (AIB)from Google
Software (Urchin) and Hardware (
Coradiant
)
Uses Packet-sniffing instead of serer log and page tags
Runs behind firewallMonitors Web site activities and server performancesSlide9
Tools
Web-based services for Web analytics
Google Analytics
http://www.google.com/analytics/
Lyris
http://www.lyris.com/company/StatCounter http://www.visistat.com/VisiStat http://www.visistat.com/Slide10
Life Cycle of Web Site Design with Web AnalyticsSlide11
Target
Total Visitors
Bounced Visitors
Non-Bouncing Visitors
Abandoned
Stayed
2-3% Source: the e-tailing group, April 2007Slide12
Google Analytics
Acquired Urchin in March, 2005 (
http://www.google.com/urchin/
)
Google Analytics collects server activities and store data on its servers, whereas Urchin is downloadable and can be used to analysis log files locally
Free with an active Adword campaign or if your site is less than 5 million pageviews per month per account
(Google Analytics TOS, 2010)Slide13
Data Accuracy
Not real-time, about 2 to 24 hours delay
Slow loading time
Redirect
Setup: page not
taged
Static page VS. Dynamic pageTracking code placement </body>
sitescanga.comJS errorsMisinterpretationSlide14
Reports
Annual reports
Activities of one article or an area
Redesign Web Site
Visitors’ computers
Network loadTune up performancePurchasing new equipment
Expending networkSlide15
Simple StatisticsSlide16
Simple StatisticsSlide17
Dimensions and MetricsSlide18
Dimensions and Metrics
M1 Visitors
:
ga
Visits
D1 Visitor
:
ga
Network Location
D1
Visitor
:
ga
Connection Speed
D1 Visitor
:
ga
Browser
D1 Visitor
:
ga
DateSlide19
D1 Visitor
Network Location
Connection
Speed
Browser
Date
Dimensions and Metrics
D5 Internal Search
Network Location
Connection
Speed
Browser
Date
D3 Content
:
ga
pageTitle
M1 Visitor
:
ga
entrances
M1 Visitor
:
ga
exits
M1 Visitor
:
ga
visits
M1 Visitor
:
ga
timeOnPage
M1 Visitor
:
ga
visits
Network Location
Connection
Speed
Browser
DateSlide20
Dimensions and Metrics
2-pair combinations
Metric to metric
Dimension to metric
No Dimension to Dimension
Custom report for queries that have more than 2 fields
http://code.google.com/intl/en/apis/analytics/docs/gdata/gdataReferenceValidCombos.html#queryValidationSlide21
Data Output
Why
Use other statistical programs to process data
Archive
Share with others
FormatsPDF, XML, CSV, CSV for Excel and TSV
Google Analytics APIData Export APISlide22
References
Google Analytics Developer’s Guide
Using Google Analytics for Improving Library Website Content
Advanced Web Metrics with Google Analytics