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FAQ: What is Clicktracks Web Analytics?

By Andreas Ramos and Stephanie Cota

What Is Web Analytics?

Web analytics are tools that tie together data from your website, your PPC (Google AdWords, Yahoo Overture, MSN adCenter, etc.), and other sources. The information lets you see what is going on in your website. You see how your ecommerce strategy is performing.

ClickTracks Analytics

After reviewing the analytics vendors, we chose the ClickTracks Analytics package because it offers the best features for our clients. The vendor was one of the first and has introduced many ground-breaking ideas. A number of their features are patented and unique. They are also very reliable and established.

Why ClickTracks Analytics: Labels

There are many analytics tools on the market. Most tools offer a standard view: you see the data in the categories that the vendor created. Every company gets the same four categories. You can’t create new categories. Yahoo’s Marketing Console and Google Analytics are the two most common analytics tool, yet neither of these allows you to create new categories.

We chose ClickTracks because it allows us to create categories that are custom-tailored to your company. In ClickTracks, these are called Labels. Every one of our clients has different business goals, different processes, different target audiences, and so on. ClickTracks lets us completely customize the analytics tool to fit your business model. You get the data you need.

Very few of your competitors have such advanced tools. Over 400,000 companies are advertising on Google, yet only a few thousand are using web analytics at all. The remaining 390,000 are literally flying blind.

Why We Set This Up For You

Ecommerce is all about information. Analytics tools let you make decisions, prove your ideas, or show what is working. This is data that you can use to carry out actions. Analytics gives you actionable data.

The more information, the better you can optimize your campaigns to maximize profitability. You know what produced money. You can focus your budget to make more money. You also know what didn't produce money and you shut that off. You’ll get more leads, make more sales, and grow your revenues.

Your Log Files

When your website’s server sends out pages to browsers, it keeps a log of every action: time of request, location, referrer, items sent, was it successful?, and so on. We work with your web master to collect your log files. These are fed into our analytics engine, which converts this into data. We then use analytics tools to analyze the data. This turns the raw numbers into charts, tables, and graphs.

Compare Groups of Users

Analytics is not about numbers. It is about comparison. You identify clusters and then compare them against each other, i.e., Yahoo visitors clicked twice as much, but Google visitors bought more. There are 50 states, but you get 80% of your traffic from only four states. By knowing this, you can make better decisions.

Compare Time Spans

Your client tool lets you compare time spans. Monday vs. Tuesday. This week vs. last week. This month vs. last month. This quarter vs. last quarter. If you launch a big campaign in September, use the tool to compare the results. Did the numbers improve over August? Is there any improvement in October after the campaign ended? You can compare time spans to get a sense of trends and actions.

How to Log Into Your Account

You have your own client access tool. Use any browser to log in and use the tool. Your login is password-protected. You are the only one who has access to this data. You can log in at any time. This is fully automated and lives on our servers.

  • Login: http://reports.position2.com
  • ID:  XXXXX
  • PW: XXXXX

Using Your Analytics Tool

When you log in, you’ll see a row of buttons at the top of the screen. The following table explains each button. If something isn’t clear or you need more information, ask us.

Icon

Title

How to Use This Information

Return to Home View

Click this to return to the main menu.

Search Report.

This shows the terms that users enter into search engines to get to your website.

This is what users search. These keywords should be in your PPC, your website’s TITLE and DESCRIPTION tag, and in your website’s text.

It shows how often the keyword was searched at the various search engines.

If a keyword is relevant to your business, make sure it is in your website, emails, newsletters, and so on.

If the keyword is not relevant to your business, add it as a negative keyword at your PPC. This lowers the number of irrelevant clicks (and lowers your PPC costs and lowers the low-quality leads).

We have created Labels that are specific to your company, website, project, and business goals. In this table, you can see the data for those labels. For example, if there is a label that tracks Completed Buyers (buyers who buy something), the table will show the keywords that brought those buyers. It may be that keyword X has 5,000 visitors, but keyword Y has only 800 visitors yet they buy more. This tool lets you see which group does what.

Tip: Click the “Combined Tables” checkbox to see all of the labels for each keyword.

Click the icons (or use the dropdown menu) to see Number of Visitors, By Percentage, By Cost, Cost per Visitor, Time on Site, and Short Visits.

Site Overview

A general overview of your site traffic.

We set up Labels for these. If you see the total number of visitors, the list is broken down by the source of those visitors.

This shows: Number of Visitors, Cost per Visitor, Time on Site, Page Views per Visitor, Top keywords, Top Referrers, Page with Most Visitors, Top Entry Pages, Countries and States.

For each country or region, click the little i-icon to see details.

Note: These tables can extend far to the right of the screen. You’ll have to scroll to see all of the tables.

How to use this information: This tells you where your traffic is coming from. If you find that Texas produces 25% of your traffic, consider creating campaigns targeted at Texas.

Campaign Report

This shows which keywords are producing sales and revenue.

We configure this for each client.

What’s Changed Report

This compares elements by different time spans.

Set the two time spans by selecting them from the dropdown menu, for example, last month and the previous month.

This covers: Number of visitors, Keywords, Referrers, Campaigns, Entry pages, Visited pages, Countries.

For example, you launch the November campaign and run it for the whole month. Now you can compare the numbers: compare November vs. October. Did the number of visits increase? Which pages went up or down? What happened in December when you ended the campaign?

You can see the effectiveness of campaigns.

Robot Report

Shows when the search engines index your pages

This page shows when the search engines (the spiders) visit and index your pages.

From the Display dropdown menu, select Frequency of Visits. This shows how often the spiders visit your pages.

Pay attention to Google (62% of all search users), Yahoo (22%), MSN (11%), and AskJeeves (3%). (Note: 1% is about 50 million users). The others don’t matter.

Your pages should be indexed at least once a month. If the page changes frequently, the spiders will index it more often.

Look for pages that have NEVER been indexed. If these pages are significant, then use SEO to get those pages indexed. Not all pages need to be indexed. Only the important pages.

If there are large groups of pages which haven’t been indexed, talk with us about improving this.

Funnel Report

This is customized for each client.

This shows how many people enter, how many move along the steps of the purchase funnel, how many exit, and how many complete the process.

You can see the funnels for each of the labels. Click on a label to see a funnel report for that label.

Help

The help files regrettably are not specific to your client tool. This covers another product. You can ignore this button for now.

 

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