In addition to recommending Google Analytics (GA) to our client base, we utilize GA as our analytics platform to track our internal web stats, as well. We are one of a few select companies to be named a Google Analytics Certified Partner (GACP) and according to Google “Certified Partners are carefully vetted by Google and meet rigorous qualification standards”. We are very proud of this honor and continue to educate clients (both large and small) on the ins and outs of GA.
Once GA is implemented onto a website, marketers suddenly find themselves with a wealth of knowledge and information they never had before. I get asked the same question over and over, which boils down to: What should I be looking for? While GA is extremely user friendly, especially compared to other platforms available today, it‘s also remarkably robust, thus making it (seem like) a daunting task to sift through all of the available data. You can literally get lost in GA for hours, discovering new and valuable information pertaining to your web stats. That being said, what should you be looking for? If brand new to GA, I find it a good exercise to simply start with the dashboard. As you become more comfortable, it will be less overwhelming to dive deeper into all of the reports GA has to offer.
GA defines their dashboard as “your customizable collection of report summaries”. Below is a screenshot from GA, which shows some of the default metrics; they can be arranged according to individual user preferences. Each metric can be clicked on in order to get more granular. Although the dashboard is rather basic, there are still a ton of valuable insights such as: Avg. time on site, bounce rate, pageviews, new visits, pages per visit, etc. The Map Overlay feature is particularly useful in determining where your site traffic originates from, plus which areas are converting into sales, leads, etc. You can drill all the way down to city.
All in all, GA is a comprehensive (not to mention free) tool that will prove to be mission critical in determining which online initiatives are fruitful for your business and which could be replaced. Every dollar counts and you ought to be armed with as much knowledge about your web stats as possible. If you have not already done so, check out our analytics page now and get started!
A very popular Google Analytics report amongst the Campaign Management and Campaign Strategist teams here at MoreVisibility is the AdWords Campaigns report, located within the Traffic Sources section. This report is fantastic, as it pulls in click, impression, and click-through rate data straight from your Google AdWords account, and integrates it within the Google Analytics system.
This report really makes our lives easier, as we don’t have to toggle back and forth between two different systems. All of our Google AdWords Campaigns, Ad Groups, and Keywords are all in GA, and we can even see how much we spent! This report is probably one of the most under-rated features of all of Google Analytics.
Anyway, let’s talk about the title of this post, which is another very common question that I get asked. First of all, let’s define both “Visits” and “Clicks” – this is exactly how Google Analytics defines them:
Visits – The number of Visits to your site
Clicks – The number of Clicks on your search ad(s)
Clicks are pretty simple to understand – a person clicks on your ad, a click is registered, and counted as such. Visits is the tricky one. Visits counts the number of unique sessions created by your visitors. A unique session is basically a connection between a user and a webserver (your website).
There are a few different reasons why these two metrics are always different from each other, in the exact same date-range:
Multiple Clicks – There is nothing stopping a person from clicking on your ad multiple times in a specific date-range. No, it’s not click fraud, it’s probably comparison shopping. They click on your ad once, they go back and click on a competitor’s ad, then they go back again and click on your ad again, because they liked your offer or website better :). AdWords will record both clicks in that same session; however, Analytics only counts that as one visit, as the session was never terminated (they left your site, but the connection was still alive / their browser was still open). AdWords = 2 Clicks, Analytics = 1 Visit.
Multiple Visits – This is very close to the opposite of the first reason. Someone can click on your ad, close their browser or shut down their computer. Later, they can come back to your site via a bookmark, or if they remember your URL, they’ll type it in manually in the address bar. In this case, AdWords = 1 Click, Analytics = 2 Visits.
The Impatient Visitor – There’s also nothing stopping someone from clicking on your AdWords ad, and while your website is loading, they may get tired of waiting around for your website to load and go back to Google Search, or hit the “Stop” button on their browser. AdWords will count that click, but chances are that Analytics will not have had enough time to register that person as a visitor. Here, it’s AdWords = 1, Analytics = 0.
Invalid Clicks – There is always the issue of invalid clicks on your AdWords ads. The Google AdWords system automatically filters out invalid clicks from your account before you even see them. However, if these clicks land on your website, Analytics has no choice but to count those as visits. Analytics can’t automatically filter out “invalid visits” like AdWords can filter out “invalid clicks”. Therefore, the score here can be something along the lines of AdWords = 4, Analytics = 9.
The best possible answer that I can provide for the question “Why are my Visits different from my Clicks?” would be that both metrics are tracked and calculated differently by two completely different systems. Remember, you’re charged for the clicks – the visits are free ;).
Greetings, and welcome to the new MoreVisibility Analytics and Site Intelligence Blog! My name is Joe Teixeira, and I’m the Manager of Web Intelligence here at MoreVisibility. I’ll be doing most of the posting here, but from time to time, some of my co-workers and colleagues will join in on the fun.
I was thinking of what my first blog post would be about, and I’ve decided to talk about one of the most common items that is brought up in Web Analytics discussions, especially for newcomers to Web Analytics. Most analytics packages, like Google Analytics, show a metric named “Bounce Rate”, and also show a metric named “Exit %”, or “Exit Percentage”. At first glance, these metrics may look very similar, and you may even interpret them to mean the same thing. However, they are two COMPLETELY separate metrics, calculated two entirely different ways.
First, lets define a “Bounce”. A “Bounce” is a single-page visit to your website. For example, John lands on your homepage, www.xyz.com, and leaves your site without visiting any other pages on your website – that’s a “Bounce”. The “Bounce Rate” is calculated by taking the total number of Bounces (to your website or a set of pages, depending on what you’re looking at), and dividing it by the total number of Visits (to your website or a set of pages, depending on what you’re looking at).
The Exit Percentage is calculated by taking the total number of Exits, and dividing them by the total number of Pageviews (Not Visits – Pageviews). The Exit Percentage doesn’t care whether or not any of the Pageviews were from visitors who viewed 1 page, or viewed 1,000 pages – it simply does the math, and prints it in your Web Analytics interface.
Usually after explaining this difference, the follow-up questions that I usually get are “So, which one do I look at? / Which one do I use?”
I have a pretty simple rule: “Never make any analysis based off of one metric or one statistic”. So, you should never think of “looking” or “using” one individual metric to make any kind of decisions – you should always look at the complete picture of your website’s data, and then go from there. However, every rule has an exception, and this one is no different. If there was any metric in Web Analytics that you could make a very strong argument for using by itself, without the support of any other metrics, it would be the Bounce Rate. Think about what the Bounce Rate is calculating – it’s calculating the percentage of visits to your website who viewed one page on your website, and then left. If the visitors to your website were engaged and reacted positively to your website when they first landed on it, wouldn’t you think they would at least visit another page on your site, instead of leaving it entirely? Especially if you are looking for people to interact and visit the other pages on your site?
With Exit Percentage, all you can say is “This Percentage of Exits happened from this page / this set of pages”, without separating visits that Bounced from visits that did not Bounce. It’s impossible to draw any conclusions or formulate any hypotheses from this, as you can from the Bounce Rate metric. Also, keep in mind that, at some point in time, a visitor to your website ultimately has to leave your website (unless they are some sort of android that can stay awake and on a website infinitely).
So, I would recommend for you to pay close attention to your Bounce Rate – especially if you have a website featuring multiple pages (not counting blogs or single informational pages). Of course, the lower the Bounce Rate, the better, and the more engaged visitors are with your website. I can’t give you any kind of solid figure or benchmark on what your Bounce Rate should look like, but chances are that if 2 out of every 3 visits to your website are Bouncing, you may have a big problem that requires your immediate attention. If 1 out of three (or less) are Bouncing, chances are probably pretty good that you’re doing something right.