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Each web analytics setup is customized around specific criteria. We look at the overall purpose of the website, determine the business goals including desired outcomes for the website, and look at the overall quality of traffic. Keep in mind, it may not always be about the amount of traffic but rather the quality of that traffic. Does that traffic add to your business? Is your website profitable?

We created an analytics account for this website and made it public.

This being a brand new site, I wanted to see the quality of traffic and determine readership patterns. Some criteria being evaluated is:

  • Time of Visit: During Work Hours or Off Work Hours
  • Average Time Spent on Site: This tells us about our content quality.
  • Average Number of Pages Read: This is a book site. Is our reader interested in this content?
  • Which Search Engines Bring Traffic: This can indicate other search engines we may want to gain visibilty in.

Second, I created funnels to look at groups of related pages to better determine where our overall readership interest lies.

For example in the SEO Whitepaper Download (Progression) funnel, I can see that about 12% of our readers look at the SEO abstract. Our of that about 8% download the paper.

Funnels have been set up to look at the SEO, PPC, and web analytics pages.

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