Unit-4

Web metrics and web analytics

4.1 Web Metrics and Web Analytics: An Introduction

Web Metrics refer to the quantitative data that is collected from websites to measure,
analyze, and assess the effectiveness of various digital strategies, user engagement, and
overall performance. These metrics help businesses understand how well their website is
performing, identify potential issues, and make data-driven decisions.
Web Analytics is the process of analysing and interpreting the data collected from web
metrics to gain insights into user behaviour, optimize website performance, and improve user
experience. It involves tracking key performance indicators (KPIs), user actions, and
interactions across a website.
4.2 Key Elements of Web Metrics:

1. Traffic Metrics: These include the number of visitors to a website, session duration,
page views, and bounce rates. They help determine how many people are visiting the
site and how engaging the content is.
o Visitors: Total number of users who visit the site.
o Sessions: Total number of times users interact with the website.
o Page Views: The number of times a page is viewed by visitors.
o Bounce Rate: The percentage of visitors who leave the website after viewing
only one page.
2. Engagement Metrics: These metrics help track how users interact with the website's
content.
o Average Time on Page: The average amount of time users spend on a specific
page.
o Pages per Session: The number of pages a user visits during a session.
o Click-Through Rate (CTR): The percentage of users who click on a specific link
or ad.
o Conversion Rate: The percentage of visitors who complete a specific action
(such as signing up, making a purchase).
3. Behavioural Metrics: These metrics focus on how users navigate through a website.
o Exit Pages: The last pages users visit before leaving the site.
o Heat maps: Visual representations showing where users click or scroll on a page.
4. Acquisition Metrics: These metrics track where the website traffic is coming from.
o Referral Traffic: Traffic generated from external websites that link to the site.
 o Organic Search Traffic: Visitors who arrive through search engines.
o Paid Search Traffic: Visitors from paid advertisements (such as Google Ads).
5. E-commerce Metrics: For e-commerce sites, these metrics focus on sales performance.
o Revenue per Visitor (RPV): The total revenue generated divided by the number
of visitors.
o Shopping Cart Abandonment Rate: The percentage of users who add items to
their cart but leave before completing the purchase.
4.3 Tools for Web Analytics:
1. Google Analytics: One of the most widely used tools, providing insights on traffic,
conversions, user behaviour, and acquisition.
2. Adobe Analytics: A powerful analytics platform offering advanced reporting and
analysis features.
3. Mixpanel: A tool that focuses on tracking user behaviour and engagement through
detailed event tracking.
4. Hotjar: A tool that provides heat maps, session recordings, and user surveys to
understand user behaviour.

4.4 PULSE metrics:

"Pulse metrics" generally refers to key performance indicators or data points that provide a
real-time snapshot of the health, progress, or performance of a system, organization, or
process. They can vary depending on the context. Below are some examples in different
scenarios:
1. Business/Organizational Context
 Employee Engagement: Surveys, Net Promoter Scores (NPS), or feedback
participation rates.
 Customer Metrics: Customer satisfaction (CSAT), retention rate, or churn rate.
 Sales Performance: Daily sales figures, conversion rates, or sales pipeline health.
2. Healthcare
 Patient Vital Signs: Heart rate, blood pressure, oxygen saturation, or respiratory rate.
 Operational Metrics: Average wait time, bed occupancy rate, or patient satisfaction.
3. Digital Platforms or Apps
 User Engagement: Daily Active Users (DAU), Monthly Active Users (MAU), or time
spent on the platform.
 Performance Metrics: Latency, uptime percentage, or error rates.
4. Education
  Student Performance: Attendance rates, test scores, or assignment completion rates.
 Faculty Metrics: Research output, student feedback, or professional development
sessions.
5. Personal Fitness
 Health Tracking: Heart rate, sleep patterns, calorie burn, or steps taken.
 Workout Metrics: Duration, intensity levels, or recovery rates.

Key PULSE Metrics for Business and Technical Issues:

1. Business Issues
 Daily Active Users (DAU): Number of unique users engaging with the system daily to
address business-related tasks or queries.
 Monthly Active Users (MAU): Number of unique users engaging monthly to resolve
business issues.
 Ticket Volume: Total number of business-related issues or support tickets raised.
 Issue Resolution Time: Average time taken to resolve business issues.
 Escalation Rate: Percentage of unresolved business issues escalated to higher support levels.
 Customer Satisfaction (CSAT): Feedback score from users regarding the resolution of
business issues.
 First Contact Resolution (FCR): Percentage of business issues resolved on the first attempt.
2. Technical Issues
 Technical Active Users (TAU): Users actively engaging with the system or support team for
technical problems.
 Error/Failure Reports: Number of technical issues logged per day/week.
 Resolution Time for Technical Issues: Time taken to address bugs or technical glitches.
 System Uptime: Percentage of time the system remains operational and error-free.
 Reoccurrence Rate: Percentage of technical issues that reoccur after resolution.
 Developer or Support Team Response Time: Average time to respond to technical queries.
 Bug Fix Deployment Frequency: Rate of implementing fixes for technical issues.

4.5 HEART METRICS:

HEART metrics is a user-centric framework developed by Google to evaluate the quality of

user experience in digital products. It focuses on five dimensions: Happiness, which
measures user satisfaction and sentiment through metrics like Net Promoter Score (NPS) and
Customer Satisfaction Score (CSAT); Engagement, which tracks the frequency and depth of
user interactions, such as Daily Active Users (DAU) and session duration; Adoption, which
assesses how many new users start using the product or specific features over time;
Retention, which evaluates how effectively the product retains users and prevents churn; and
Task Success, which measures how efficiently and effectively users accomplish their goals,
using metrics like task completion rate, time on task, and error rate. By aligning these metrics
with specific business goals and user needs, teams can identify areas for improvement and
iteratively enhance user satisfaction and product performance.

4.5.1 HEART metrics - success on user behaviour issues

1. Happiness
 User Sentiment: Use surveys or feedback forms to understand frustrations (e.g., "What did
you find challenging in the app?").
 Metrics:
o Increase in Net Promoter Score (NPS) after resolving behavioural blockers.
o Improvement in satisfaction ratings on specific tasks.
2. Engagement
 User Interaction: Measure how frequently users engage with features where behaviour issues
were identified.
 Metrics:
o Increase in feature usage rates after implementing improvements.
o Reduced drop-off rates in workflows or tasks that were previously problematic.
3. Adoption
 Behaviour Change in New Users: Track if new users adopt corrected features or workflows
more easily than before.
 Metrics:
o Faster on boarding completion rates.
o Higher percentage of new users successfully adopting improved processes.
4. Retention
 Long-Term Behaviour: Monitor if users return to the product after resolving behaviour
issues.
 Metrics:
o Reduced churn rate linked to behaviour-related pain points.
o Increased retention rates for features or areas where friction was reduced.

5. Task Success
 Behavioural Efficiency: Assess how effectively users complete tasks after changes.
 Metrics:
o Higher task completion rates in areas previously impacted by behavior issues.
o Reduced error rates or retries on critical actions.
o Shortened time-to-task completion.
4.6 On-site web analytics: off-site web analytics:
On-site web analytics and off-site web analytics are two complementary approaches to
understanding and optimizing web performance. On-site web analytics focuses on analysing visitor
behaviour within a specific website, tracking metrics such as page views, time on site, bounce rate,
and conversion rates. This helps businesses understand how users interact with their website, identify
bottlenecks, and optimize content or navigation. In contrast, off-site web analytics examines the
broader context, including a website’s visibility, traffic sources, and brand reputation on the internet.
This involves monitoring metrics like search engine rankings, social media mentions, competitor
comparisons, and referral traffic. While on-site analytics provide detailed insights into user behaviour
within the website, off-site analytics offer a macro view of external factors influencing a website’s
success. Together, they form a holistic approach to web analytics, enabling organizations to improve
both user experience and overall online performance.

4.7 Goal-Signal-Metric (GSM)

Goal-Signal-Metric (GSM) process is a framework used for aligning business objectives
with measurable outcomes, ensuring that actions taken are in line with the overarching goals.
It is widely used in various fields, including business management, product development, and
performance tracking. Here’s how the process works:
1. Goal
The first step is defining clear, actionable goals that the organization or team seeks to
achieve. These goals should be specific, measurable, achievable, relevant, and time-bound
(SMART). Setting goals helps to ensure that everyone is aligned on what needs to be
accomplished and why.
 Example: Increase monthly active users (MAUs) by 20% over the next 6 months.
2. Signal
Once the goals are set, the next step is to identify signals that indicate whether progress is
being made toward achieving those goals. Signals are qualitative or quantitative indicators
that give early indications of success or failure. They help in understanding if the actions
being taken are moving the organization in the right direction.
 Example: A signal for increasing MAUs could be an increase in user registrations or
engagement with the app’s features in the first month.
3. Metric
Finally, metrics are defined to measure and track the signals over time. These metrics
provide concrete data that can be analyzed to assess whether the goal is being met and to
guide decision-making. Metrics should be closely linked to the signals and help evaluate the
efficiency and effectiveness of the actions being taken.
  Example: Specific metrics for tracking MAUs could include the number of new sign-ups per
week, average session duration, and the number of repeat visits in a given period.

4.8 Social media analytics: social media KPIs:

Social media analytics involves the process of collecting and analysing data from social
media platforms to assess performance, optimize strategies, and improve engagement. By
measuring various metrics, businesses and organizations can understand their audience, refine
content, and measure the success of campaigns.
Key Social Media KPIs (Key Performance Indicators)
1. Engagement Metrics
o Likes, Shares, and Comments: Basic engagement actions showing how users
interact with posts.
o Engagement Rate: The percentage of people who interacted with your
content compared to those who saw it (calculated as [Total Engagements/Total
Reach] * 100).
o Post Interactions: Total interactions across different types of posts (likes,
comments, retweets, etc.).
o Mentions: Number of times your brand is mentioned on social platforms.
2. Reach and Impressions
o Reach: The number of unique users who saw your post or content. It helps
measure the breadth of exposure.
o Impressions: The total number of times your content was shown, regardless
of whether it was clicked.
o Follower Growth Rate: The speed at which your social media following is
increasing. (calculated as [New Followers/Total Followers] * 100).
3. Traffic Metrics
o Website Clicks: The number of clicks on links to your website from social
media posts.
o Referral Traffic: Amount of website traffic originating from social media
platforms.
o Conversion Rate: The percentage of visitors who take the desired action
(sign-ups, purchases, etc.) after being referred from social media.
4. Audience Demographics
o Age, Gender, Location, and Interests: Understanding the demographic
profile of your followers helps tailor content and improve targeting.
 o Audience Growth: Tracking the increase or decrease in followers, segmented
by different demographics.
5. Content Performance
o Top Performing Posts: Identifying which posts generate the most
engagement, reach, or shares.
o Video Views and Watch Time: Measuring how long users watch videos, a
critical metric for platforms like YouTube, Instagram, or TikTok.
6. Customer Satisfaction Metrics
o Sentiment Analysis: Analyzing the tone of mentions or comments (positive,
negative, neutral) to gauge public sentiment about your brand.
o Customer Response Time: The average time it takes to respond to customer
inquiries or comments on social media.
7. Social Share of Voice (SOV)
o SOV: A measure of the total mentions your brand receives compared to
competitors. It indicates your brand's visibility in relation to others in the same
industry or category.
8. Return on Investment (ROI)
o Social Media ROI: The measurable return on money and resources spent on
social media activities, including conversions, leads, and revenue generated
from social media campaigns.

4.9 Performing social media analytics: business goal, data gathering, analysis, measure
and feedback:
1. Business Goal Definition
The first step in social media analytics is to define clear and measurable business objectives.
These goals serve as the foundation for all subsequent steps.

 Common Social Media Goals:

o Increase Brand Awareness: Expand reach and visibility of the brand.
o Engagement Growth: Boost likes, shares, comments, and interactions.
o Lead Generation: Attract potential customers and capture their information.
o Sales and Conversions: Drive traffic to websites or sales platforms for
purchases.
o Customer Support: Address customer queries and improve satisfaction via
social platforms.
  Example Goal: “Increase website traffic from social media by 20% in the next
quarter.”
2. Data Gathering
Data gathering involves collecting raw information from various social media platforms and
tools. This data can include quantitative metrics as well as qualitative insights.
 Tools for Data Collection:
o Native Platform Analytics: Facebook Insights, Twitter Analytics, Instagram
Insights, LinkedIn Analytics.
o Third-party Tools: Hootsuite, Sprout Social, Google Analytics (for tracking
referral traffic), and Brandwatch.
o Sentiment Analysis Tools: Tools like Mention or Talkwalker for assessing
brand sentiment.
 Types of Data Collected:
o Engagement Metrics: Likes, shares, retweets, comments, mentions.
o Reach and Impressions: Number of users exposed to the content.
o Traffic and Conversions: Click-through rates, referral traffic, and
conversions from social platforms.
o Audience Demographics: Age, gender, location, interests.
o Content Performance: Metrics for specific posts, stories, or campaigns.
3. Data Analysis
Once data is collected, it needs to be processed and analysed to derive actionable insights.
This step identifies trends, patterns, and areas for improvement.
 Key Analytical Approaches:
o Quantitative Analysis:
 Calculate engagement rates, click-through rates (CTR), and ROI.
 Identify top-performing posts and campaigns.
o Qualitative Analysis:
 Assess user sentiment through comments, reviews, and mentions.
 Understand audience preferences based on feedback.
o Comparative Analysis:
 Compare performance across platforms or against competitors.
 Benchmark results against industry standards or past campaigns.
 Visualization Tools:
o Use tools like Tableau, Power BI, or Google Data Studio to create visual
dashboards for better understanding.
4. Measure and Evaluate Performance
Measurement involves comparing the analysed data against predefined goals to determine
success.
 KPIs (Key Performance Indicators):
o Engagement Rate = (Total Engagements / Total Reach) * 100
o Conversion Rate = (Conversions / Total Clicks) * 100
o ROI = (Revenue - Cost of Campaign) / Cost of Campaign * 100
o Customer Response Time: Average time to reply to customer queries.
 Reporting:
o Create detailed reports highlighting achievements, failures, and areas of
improvement.
o Segment data by platform, demographics, or campaign for a granular view.

5. Feedback and Optimization

Feedback is critical to refine strategies and ensure continuous improvement in social media
performance.
 Implementing Feedback:
o Adjust posting schedules, content types, or platform focus based on audience
behaviour.
o Invest more in high-performing campaigns or platforms while revising
underperforming ones.
o Address negative feedback promptly to improve brand sentiment.
 Continuous Monitoring:
o Social media is dynamic; regular monitoring ensures agility in adapting to
trends or audience behaviour.
o Use A/B testing to experiment with new strategies and evaluate their success.