Analyze the main content of website traffic monitoring indicators

1. Click (hits)
Many ad systems provide click data. As the name suggests, clicking is to reflect the number of ADS clicked by visitors.
For the convenience of statistics, you can link the advertisement to a separate page so that you can know the number of clicks only by viewing the page in the page ranking report. If it is not convenient to link to a separate page, for example, for Seo, textlink ads often directly link to the home page, then you can view the source URL report, you can see the ad traffic from the access from the URL where the advertisement is placed.

Ii. Access (visits)
If a visitor clicks an advertisement multiple times and the interval between two adjacent clicks does not exceed half an hour, the visitor will be counted as one access. Online Advertising is designed to attract visitors. When a visitor clicks an advertisement, excessive clicks are of little value to the ad Releaser. Statistics on access metrics help filter out unnecessary clicks.

3. Independent Visitors (unique visitors)
Count the number of people who have clicked the advertisement, rather than the number of clicks or visits. This metric can be calculated using IP addresses or cookies, and the number of independent IP addresses is obtained using IP addresses. To count the Independent Visitors of an advertisement, you must use the visit filter to filter out other traffic and collect statistics on the traffic from the advertisement.

4. the bounce rate of the landing page
the target website page linked to the advertisement is the entry page of the advertisement, also known as the login page, the English name is entry page or landing page. if a visitor does not access the next page but directly exits after accessing the page, this is called a bounced ). The bounce rate is the bounce rate ). Bounce rate can be seen in both the bounce page report and the source website report. For Google adwords ads, you can also view the bounce rate of each search phrase in the search phrase report.
the lower the bounce rate, the better. If the bounce rate is high, the following problems may occur:
• There is a problem with the advertising targets.
assume that the target website is mainly for baby products. If you buy an advertisement with the keyword "History" in Google adwords, it will be irrelevant. Visitors who search for "History" are likely to be less interested in baby products.
• incorrect ad content
the ad did not clearly explain what it was doing, or intentionally misled visitors to attract them to click. When they visit the target website and find that they do not need it, they will leave.
• incorrect page design
the information displayed on the page may not be clear enough. The purchase link is not placed in a conspicuous position, and the page may not be beautiful enough, for many reasons, the pop-up rate may be too high. We need to analyze the specific webpage. The design and optimization of the webpage is a very important part of the website design. The quality of the page often determines the overall impression of a visitor on the website, therefore, we must pay special attention to the design of the webpage.
using a visit filter, you can analyze the browsing characteristics of AD visitors separately. Two important points are listed below:
5. access path (visit path)
the access path is the order in which the user accesses the page. The access path report shows the statistical results. When studying the access path, you should focus on whether the visitor is visiting the webpage according to the process you imagined. If not, it depends on why. Visitors did not visit your page as expected. It may be because of website design issues, but it may also reflect that what visitors really care about is different from what you expected.

6. Exit page)
Many visitors exit without final payment or registration. It is important to know what pages they exit. The visitor's exit position can be seen in the exit page report. The top webpages in the report should be carefully studied to check whether there is a problem with the design of those webpages, and whether there is a problem with the entire process design.
The following three indicators are not included in the website traffic analysis report and need to be calculated by yourself.
VII. Visitor costs
Divide the total advertising cost by the number of independent visitors to get the cost of each visitor. This indicator is very important and is often used to compare the advantages and disadvantages of different advertisements.

VIII. Conversation Rate)
The conversion rate is the ratio of visitors from online advertisements that eventually become paying customers. This metric is mainly for websites for sale purpose. If your website is not for sale purpose, you can change it. For example, the conversion rate is calculated based on the ratio of visitors registered with your website account, that is, the registration rate.
If your website is sold online, the conversion rate is the best. You only need to count the number of visitors from the advertisement to visit the final Transaction completion page (if the registration rate is the final registration completion page ). For offline sales, you need to call the customer or other methods to find out the customer's sources.

9. Ad cost input-output ratio
Once you know the conversion rate of a website for sale, you can calculate the sales produced by the advertisement. Dividing the sales by the Advertising cost is the input-output ratio of the advertisement. If the ratio is greater than 100%, it indicates that the advertisement is profitable.
For online sales websites, this indicator is the most important indicator. Other indicators are useless and decisive. Websites that are not targeted at sales do not have this indicator. To evaluate the final effect, you must use other indicators for comprehensive evaluation.
The nine indicators listed above are commonly used among many indicators. During the specific application process, you can refer to other indicators based on the characteristics of your website. For example, when I analyze the effect of my online ads, I also see the average page stay time and average page views for each access. Because these two indicators often have different meanings for different websites and webpages, they cannot be regarded as common indicators, so they are not recommended to everyone. For websites with large advertising volumes, the indicators in the traffic analysis report may not meet the requirements. Therefore, we need to define some targeted indicators and develop our own statistical tools for analysis.

 

from: http://zhidao.baidu.com/question/132598122.html