Difference between revisions of "Common Web Metrics"

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Common Web Metrics (view source)

Revision as of 22:41, 18 September 2014

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The PLEI Working Group is made up of representatives from the BC Ministry of Justice, Courthouse Libraries BC, Justice Education Society, Law Foundation of BC, Legal Services Society, People’s Law School, and PovNet.
The PLEI Working Group is made up of representatives from the BC Ministry of Justice, Courthouse Libraries BC, Justice Education Society, Law Foundation of BC, Legal Services Society, People’s Law School, and PovNet.
September 18, 2014 - updated by Brenda Rose to reflect new language used in Google Analytics. Not yet reviewed or approved by PLEI Working Group.


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! Notes
! Notes
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|Visit
|Session
|When a uniquely identified visitor views pages on a website. A visit ends when no new pages have been viewed in a defined time period – typically 30 minutes.
| A session is the period time a user is actively engaged with your website, app, etc. All usage data (Screen Views, Events, Ecommerce, etc.) is associated with a session.
|Visits and unique visitors “form the bedrock of all your computations, every single one of them. It is really important that you get them right.”
|Sessions and users are terms introduced in 2014, replacing visits and unique visitors. Visits and unique visitors “form the bedrock of all your computations, every single one of them. It is really important that you get them right.”
|Visits are the single most important measure to track.
|Sessions are the single most important measure to track.
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|Unique visitor
|Users
|A uniquely identified visitor that is generating page views within a defined time period (for example, a day, week or month).
|Users that have had at least one session within the selected date range. Includes both new and returning users.
|It is an attempt to understand (1) how many “people” are coming to the website, and (2) visits from repeat visitors as compared to new visitors.
|It is an attempt to understand (1) how many “people” are coming to the website, and (2) sessions from repeat users as compared to new users.
|A uniquely identified visitor is usually a combination of a machine (for example, one's desktop computer at work) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code.
|A uniquely identified user is usually a combination of a machine (for example, one's desktop computer at work) and a browser (Firefox on that machine). The identification is usually via a persistent cookie that has been placed on the computer by the site page code. (is this still accurate?)
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|Page views
|Page views
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|The concept of the page is fading. All pages are not created equal (for example, a blog might list 10 articles on one page or 1 article on one page), and a page view doesn’t fully measure rich media experiences.
|The concept of the page is fading. All pages are not created equal (for example, a blog might list 10 articles on one page or 1 article on one page), and a page view doesn’t fully measure rich media experiences.
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|Time on site
|Average session duration
|The average amount of time that visitors spend on the site during a visit. Also called length of visit or visit duration.
|The average amount of time that users spend on the site during a session. Also called time on site, length of visit or visit duration.
|It is an attempt to understand the engagement of visitors with the site – longer time on site would suggest more engagement.
|It is an attempt to understand the engagement of users with the site – longer time on site would suggest more engagement.
|This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. This drawback is particularly problematic for sites that have the information the visitor is seeking on the page where the visitor lands (in other words, the visit consists of viewing one page): there is no way to know whether the visitor spent 30 seconds or 30 minutes on that page.
|This metric can be complicated by the fact that analytics programs can not measure the length of the final page view. This drawback is particularly problematic for sites that have the information the user is seeking on the page where the user lands (in other words, the session consists of viewing one page): there is no way to know whether the user spent 30 seconds or 30 minutes on that page.
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|Bounce rate
|Bounce rate
|The percentage of visits that are single page visits.
|The percentage of visits that are single page visits.
|For a content site, a low bounce rate (e.g., below 35%) can be an indicator that visitors are highly engaged with the site, as it suggests that most visitors are accessing multiple pages.
|For a content site, a low bounce rate (e.g., below 35%) can be an indicator that visitors are highly engaged with the site, as it suggests that most visitors are accessing multiple pages.
|Bounce rate is of questionable value for sites where visitors are likely to find what they are looking for on the entry page. For a portal site, which aims to drive traffic to other sites, a high bounce rate can actually be an indicator that the site is effectively linking visitors from their entry page on the portal site to an external site.
|Bounce rate is of questionable value for sites where users are likely to find what they are looking for on the entry page. For a portal site, which aims to drive traffic to other sites, a high bounce rate can actually be an indicator that the site is effectively linking users from their entry page on the portal site to an external site.
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|Conversion rate
|Conversion rate - Events
|A conversion is where a visitor successfully completes a goal defined in a web analytics program such as Google Analytics.
|A conversion is where a user successfully completes a goal defined in a web analytics program such as Google Analytics.
|A conversion rate can be a good way to measure whether visitors are achieving the purpose the site is designed to support.
|A conversion rate can be a good way to measure whether visitors are achieving the purpose the site is designed to support.
|An example of a conversion on Clicklaw is when a visitor clicks through to an external resource from a contributor organization. Each site will have its own – and varying – goals and conversion rates.
|An example of a conversion on Clicklaw is when a visitor clicks through to an external resource from a contributor organization. Each site will have its own – and varying – goals and conversion rates.
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