Google Analytics: Visitor Section Reports

Visitors Overview: How many new and returning visitors came to your site and how extensively did they interact with your content? This traffic overview allows you to drill down into aspects of visit quality (i.e. average page views, time on site, bounce rate) and visit characteristics (i.e. first time visitors, returning visits). Visits: The number of visits your site receives is the most basic measure of how effectively you promote your site. Starting and stopping ads, changing your keyword buys, viral marketing events, and search rank are some examples of factors that influence the number of visits your site receives. Pageviews: Pageviews is the total number of pages viewed on your site and is a general measure of how much your site is used. It is more useful as a basic indicator of the traffic load on your site and server than as a marketing measure. Average Pageviews: Average pageviews is one way of measuring visit quality. A high Average Pageviews number suggests that visitors interact extensively with your site. A high Average Pageviews results from one or both of: 1. Appropriately targeted traffic (i.e. visitors who are interested in what your site offers 2. High quality content effectively presented on the site. Conversely, a low average page views indicates that the traffic coming to the site has not been appropriately targeted to what the site offers or that the site does not deliver what was promised to the visitor. Time on Site: Time on site is one way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting extensively with it. However, Time on site can be misleading because visitors often leave browser windows open when they are not actually viewing or using your site. Bounce Rate: Bounce rate is the percentage of single-page visits (i.e. visits in which the person left your site from the entrance page). Bounce rate is a measure of visit quality and a high bounce rate generally indicates that site entrance (landing) pages aren't relevant to your visitors. You can minimize Bounce Rates by tailoring landing pages to each keyword and ad that you run. Landing pages should provide the information and services that were promised in the ad copy. New vs. Returning: A high number of new visitors suggests that you are successful at driving traffic to your site while a high number of return visitors suggests that the site content is engaging enough to keep visitors coming back. You can see how frequently visitors return and how many times they return in ‘Recency’ report and the ‘Loyalty report’, both under ‘New vs. Returning’ in the Visitors section. Map Overlay: Use this map to visualize volume (visits, page views) and quality (pageviews per visit, conversion rates, per visit value, etc.) metrics by geographic region. Click on any region to zoom into the city level. Languages: Which languages do your visitors prefer to use and how do these groups of visitors differ with respect to site usage, conversions, and other metrics? This report captures the preferred language that visitors have configured on their computers. Understanding who your visitors are is crucial to developing the right content and optimizing your marketing spend. Many

Villanova UNIT Training© Sept. 2011 1 times, geo-location is not enough. Many countries have diverse populations speaking different languages which present important market targeting opportunities. Loyalty (Visitor Behavior): Loyal visitors are frequently highly engaged with your brand and a high number of multiple visits indicate good customer/visitor retention. A high number of new visitors (i.e. those on the left of the histogram) indicate strong visitor recruitment. On this histogram, your most loyal visitors are shown on the right and your new and least loyal visitors are shown on the left. Recency (Visitor Behavior): The frequency with which visitors return to your site can indicate their level of engagement with your brand and their readiness to buy. On this histogram, visitors are categorized according to the number of days that have elapsed since their last visit. For example, new visitors are included in the "0" bar at the left of the histogram. Visitors who last visited the site more than one year ago are included in the 366+ bar. Length of Visit (Visitor Behavior): Length of visit is a measure of visit quality. A large number of lengthy visits suggest that visitors interact more extensively with your site. The graph allows you to visualize the entire distribution of visits instead of simply the ‘Average Time on Site’ across all visits. Keep in mind that ‘Average Time on Site’ is skewed by visitors leaving browser windows open when they are not actually viewing or using your site. You can see whether a few visits are skewing your ‘Average Time on Site’ upward or whether most visits to your site have a high average time. Depth of Visit (Visitor Behavior): Depth of visit is a measure of visit quality. A large number of high page views per visit suggest that visitors interact extensively with your site. The graph allows you to visualize the entire distribution of visits instead of simply the average page views per visit. You can see whether a few visits are skewing your average page views per visit upward or whether most visits to your site result in a high number of pages being viewed. Browsers (Browser Capabilities): Which browsers do your visitors use? Optimizing your site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates and more sales. Operating Systems (Browser Capabilities): Which operating systems do your visitors use? Optimizing your site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates and more sales. Browsers and OS (Browser Capabilities): Which browsers/operating system combinations do your visitors use? Optimizing your site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates and more sales. Screen Colors (Browser Capabilities): How many screen colors can your visitors see? Optimizing your site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates and more sales. Screen Resolutions (Browser Capabilities): Which screen resolutions do your visitors use? Optimizing your site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates and more sales. Flash Versions (Browser Capabilities): Which versions of Flash do your visitors have installed? Optimizing your site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates and more sales.

Villanova UNIT Training© Sept. 2011 2 Java Support (Browser Capabilities): Is Java supported on your visitors' platforms? Optimizing your site for the appropriate technical capabilities helps make your site more engaging and usable and can result in higher conversion rates and more sales. Network Location (Network Properties): Which internet service providers do your visitors use? This report allows you to track the internet service provider (ISP) domains to which the user resolves. The domain is determined by the internet service that owns the user's internet _protocol (IP) identifier. Hostnames (Network Properties): From which hosts are people visiting your site? Hostnames sometimes provide insight into organizations that are interested in what you offer. Connection Speeds (Network Properties): Which connection speeds are your visitors using? Optimizing your site so that it loads quickly for most visitors can result in higher conversion rates and more sales. User Defined: This report allows you to compare visitors from custom segments that you have defined. You define these segments by calling the utm_setvar function in your website code. For example, if visitors fill out a form on your site in which they provide a professional title (such as "manager", "technical specialist", "marketer"), you can call utm_setvar to capture and store their selections in the user defined variable. This report allows you to compare the visitor segments you have captured.

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