Viewing Web Traffic Analytics Data

Direct traffic on left side, top content on the right. See Also: Direct Traffic, Top Content; Analytics

Search terms used by site visitors to find content on your site. Note that this data is not retrieved from Google Analytics. Instead, it is retrieved from Ektron CMS400.NET’s site search.

Countries of your site visitors.

The number of visitors to your site who are new or 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.

Uses the language as provided by the HTTP Request for the browser to determine site visitors’ language. Values are given in 2- or 4-character language code (for example, en-br for British English).

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 times, geo-location is not enough. Many countries have diverse populations speaking different languages which present important market targeting opportunities.

If you modified the tracking code to provide a user-defined segment, this field identifies that segment by the string you provide when setting up a user-defined segment.

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.

The number of unduplicated (counted only once) visitors to your Web site over the specified time period. A Unique Visitor is determined using cookies.

The total number of pages viewed on your site. It 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 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:

Appropriately targeted traffic (that is, visitors who are interested in what your site offers)

High quality content presented effectively

Conversely, a low average pageviews 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.

One way of measuring visit quality. If visitors spend a long time visiting your site, they may be interacting with it extensively. However, Time on site can be misleading because visitors often leave browser windows open when they are not actually viewing or using your site.

The percentage of single-page visits (that is, 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.

The browsers that your visitors use.

The operating systems that your visitors use.

The browser/operating system combinations that your visitors use.

The number of screen colors your visitors use.

The screen resolutions that your visitors use.

The versions of Flash that your visitors have installed.

Whether Java is supported on your visitors' platforms.

The internet service providers that 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.

Hosts from which people are visiting your site. Hostnames sometimes provide insight into organizations that are interested in what you offer.

Connection speeds that your visitors are using. Optimizing your site so that it loads quickly for most visitors can result in higher conversion rates and more sales.

Visits from people who clicked a bookmark to come to your site or who typed your site URL directly into their browser. Direct traffic can include visitors recruited via offline (i.e. print, television) campaigns.

Externals sites from which visitors linked to your site.

Visitors who clicked to your site from a search engine result page.

Visitors referred from search engines, sites, and tagged links. The graph shows the overall trends while the table shows the specific sources (i.e. search engines, sites, and tagged links) driving the trends.

Compares traffic from search keywords to overall traffic to your site.

How people referred from your configured campaigns compare to the “average” visitor to your site.

The graph shows overall trends, while the table lists each configured campaign. Since all traffic in this report results from campaigns that you explicitly control, you can use this information to add or delete campaigns, or to determine the effectiveness of tests that you have set up using custom tags.

Compares your AdWords ads (and configured campaigns in which you use the “content” tag) against each other.

This report shows you which ad copy (in AdWords ads or in configured campaigns) is most effective. Ads with high clickthrough rates show that the copy is effective at getting the user to click, while high bounce rates, for example, indicate a need for landing pages that are consistent with what the ad promises.

The most commonly viewed pages on your site, and how they are used.

The table lists all pages which were viewed on your site. A high bounce rate indicates a landing page that should be redesigned or tailored to the specific ad which links to it. A high 'Time on Page' may indicate content that is particularly interesting to visitors. The significance of exits varies according to each page. For example, it may be common for visitors to exit your site from a receipt or “thank you” page because they have completed a conversion activity. In contrast, a high number of exits from a non-goal page (from a funnel page, for example) may indicate that the page is confusing or that it generates user errors.

The most commonly viewed groups of pages on your site (grouped by title), and how they are used. This report provides the same information in the “Top Content” report, but aggregated by title tag value.

Data on how effectively your landing pages entice visitors to click further into your site. You can lower bounce rates by tailoring landing pages to their associated ads and referral links and placing a clear call-to-action on each landing page.