Four Ways to Leverage Your Web Stats

Measuring your web site and social media traffic should not be an afterthought but a valuable tool for growing your audience.

Aliza Sherman
February 13, 2009
Episode #041

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Hi there, the Digital Marketer here, ready to help you put the power of the Internet and technology to work for your business.

Are you tracking your Web traffic? If so, how are you using that information to optimize your web site? And if not, why not?

There are many ways to measure your Web traffic, but what information should you be tracking? And once you have some numbers, how do you leverage that information?

What to Expect from a Web Tracking Tool

A free solution to Web tracking is Google Analytics. Setting up a Google Analytics account to track Web activity is as easy as signing up at Google.com/analytics then pasting a line of invisible code into the HTML of the home page of the site you'd like to monitor. At its most basic, Google Analytics provides site usage stats such as:

  • Visits by all visitors per day, week or month;
  • Pageviews which measures actual number of pages viewed by all visitors;
  • Pages per visit to give you an average number of pages each visitor looks at as they go through your site;
  • Bounce rate meaning how many visitors "bounce away" to other sites instead of staying within yours, so people who visit a single page on your site and then leave;
  • Average time giving you an idea of how engaged your visitors are within your site;
  • Percentage of new visits versus returning visitors; and
  • Number of visitors, and then you can drill deeper into the analytics to get profiles of your visitors including their language, the browser they use, the computer operating system they have, and their geographic location.