KPIs

Recent Posts
Understanding your Website Visitors: Prospects vs Customers
A key metric for most websites is their conversion rate. It is a measure of how well their website is performing but, as it is an average, it can mask serious issues. People who already know you and your website (as they are existing customers) are much more likely to purchase during a single visit than people just discovering your website for the first time. But the data you use is for both groups combined. L3 Analytics has ...
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Is it Engagement or Likelihood to Convert?
26/10/2012 | Written by | Categories: Analytics Philosophy
As is frustratingly typical, Avinash says it better than I can.  Engagement is one of those jargon words which are used very freely (including by myself) within Digital Analytics without really meaning much.  I did go so far as to include Engagement as one of the MeasureCamp swear words. According to Eric Peterson, “engagement is an estimate of the degree and depth of visitor interaction on the site against a clearly defined set ...
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Change to Definition of a Visit in Google Analytics
15/08/2011 | Written by | Categories: Analytics Tools
Google announced on Thursday that they were changing the definition of a visit/session in Google Analytics – http://analytics.blogspot.com/2011/08/update-to-sessions-in-google-analytics.html.  The key difference is that a new visit will be recorded whenever a visitor re-enters a website with different traffic source information.  Previously, there had to be 30 min of inactivity before a new visit could commence.  There is a second ...
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What if visitor counts are inflated
10/03/2010 | Written by | Categories: Analysis and Insight
There has been some research recently suggesting that monthly unique visitor counts for a website are inflated by 2 to 4 times.  This means that if your web analytics tool is reporting 1.6m visitors for the month, the actual number of people who visited your website is between 400k and 800k.  Details of this research can be found in a press release from Scout Analytics with similar numbers found for any website using ...
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New or Returning, Visits or Visitors
02/11/2009 | Written by | Categories: Analysis and Insight
Everyone likes to know if the people visiting their website are seeing it for the first time or are regulars.  This is even more important when they are paying for the traffic, if the money is going on acquiring new visitors (potential new customers) or is it just providing a convenient entry point for people who would be coming to the site anyway. Due to cookie deletion and multiple computer usage, it is difficult to get a ...
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Removing Daily Seasonality
26/11/2008 | Written by | Categories: Analysis and Insight
While I generally begin to look at web analytics data at a weekly or monthly level, there are times when it is useful to drill down to daily numbers.  This can be when examining the reason for a change in the data or simply to review the previous day's performance.  But an issue arises which can make it difficult to interpret and extract useful insights from this daily data. Most metrics, when viewed at daily level, contain a ...
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