Category Archives: Web Analytics

Katherine L. Garcia
New Organic Tweet Analytics

Twitter analytics

New organic insights are now available on Twitter. They positioned it for advertisers, but we’ve researched it and even if you’re not advertising on Twitter, you can still glean some great information – all free. Here are the new insights Twitter is providing:

  • Impressions: Number of people who saw your tweets.
  • Engagement: Total number of someone who interacted with your tweets.
  • Engagement rate: The number of engagements divided by the total number of impressions.
  • Link clicks
  • Hashtag clicks
  • User profile clicks
  • Media clicks
  • and more!

You can also export your twitter analytics into an excel sheet to save in your records. We encourage you to download your data because it makes it easier to compare the effectiveness of your tweets. Simply click on the “Export data” button located on the upper right:

Export twitter analytics

Use these new analytics as a healthy marketing prescription to review what types of tweets are getting the most engagement, and to focus on how you can optimize the tweets that are not so popular. Add this as part of your social media marketing lifestyle. Log in often and learn from what the data is telling you. Click here to explore your Twitter insights!

One final note: After clicking the link, if you don’t see your data, simply add a credit card on file and then you should have access – this worked for me. 🙂

No Excuse for Neglecting Analytics

Confession Session:  I fell off the “reviewing web analytics” wagon. 🙁

I am embarrassed to admit that MONTHS had gone by since I reviewed‘s data and over a YEAR since I audited data on

(Yes, I am crying on my own therapy couch)

My “Why?” answer (ahem…excuse) is two-fold:

1) I geek out on my client’s analytics day-in and day-out to audit and optimize their marketing.  I put other’s needs ahead of my own.  Some call this burnout, others call it “being a cobbler with no shoes”, I call it allowing myself to be a victim.  Shame on me.

2) I do a great job measuring the marketing-must question of “How did you hear about us?” for both my marketing agency and speaking business. Since I am clear where the bulk of our business comes from, I felt above the analytics.  My ego got in the way of leveraging incredible data to help fuel MORE of the meaningful marketing that does bring ideal work.   The three most dangerous words are:

I     KNOW     THAT

My know-it-all attitude got in the way of growth.  While its great that I know what fuels our business to put my time and efforts where it best counts, I was leaving money on the table by not looking further.  I felt like a bad parent when I had to explain to my new WMT employee why there were no records of data.  But instead of masking my laziness, I owned up to points one and two above…then I did something I have a really hard time doing….

I asked for help.

Having support in getting months and years of data extracted so I could compare it was exactly what I needed to get on the right path.

Sometimes when we feel bad about something it makes us less likely to get in there and face our demons.  Having someone work with me to pull the data and talk about it was just the support I needed to get out of the negative mindset and into a positive position.

Upon review, things like site traffic on going way down was no shock.  I pulled the entire site a few months ago (more on why I yanked my site) and of course, a site that had tons of pages vs. nothing but a home page and blog is going to naturally dip.  But business has been better than ever so while visibility numbers are down, credibility and sellability are up.

Web Analytics (we are fans of Google Analytics) are a scientific resource that require an artistic review. Think of analytics as answers that can be a guide to solve problems, but they don’t act alone in resolution. It is our duty as marketers and business people to be the detectives and investigate why things like traffic referrals are low. Sometimes the answer is obvious, like in our case with a huge site yank, but other times however, you have to dig a little harder to try to figure out the puzzle.

Reviewing analytics on a regular basis is a great ritual to help facilitate healthy marketing changes. When I looked through the data on my personal marketing speaker site, I was surprised to find out that I was still getting referrals from an interview I did years ago!  Sometimes I wonder if my time spent in interviews is really worth it and the data helped reinforce that it was.  The data also helped me see identify where I could be getting more visibility.  While I saw things that were working, I also was able to see areas that I could be putting more effort into.

Analytics are powerful tools for business owners.  Tools like Google Analytics are free so there is NO excuse to neglect analytics. Stay curious.  Login periodically and set a monthly ritual to review your stats.

I have a whole chapter dedicated to web analytics in my online marketing book. See what is making your site thrive and optimize what isn’t. By embracing analytics and educating yourself, you will maximize your business potential.

Tips to Grow Your Brand from the NRF 2013 Retail Show

Our friend, D, recently shared the 2013 State of Retailing Online report results with the WMT team. The data report comes from and Forrester and the results were released at the National Retail Foundation BIG Convention Show. The insight and data shared in the report are helpful for all business owners and can be applied to most marketing strategies. Here are highlights and stats that business owners can review to grow their brands.

Grow your brand

  • STAT: eCom metrics continue to grow – retailers surveyed reported they saw growth of 28% in 2012 over 2011. Majority also saw increases in key site metrics, like conversion, sales from repeat shoppers, etc.
  • Mobile sales are growing rapidly – retailers surveyed saw 129% lift in YOY sales from smartphones and 178% lift from tablets.
  • ACTION ITEM: Create a road map for your Mobile site investment.
  • STAT: Mobile has a net positive on Retailer’s conversion rates – 36% of retailers surveyed said mobile sales and traffic have helped overall Web conversion rate
  • Site optimization is the key investment area for 2013 – retailers say top priorities in 2013 are improving site conversion and redesigning site experience .
  • ACTION ITEM: Optimize site’s overall performance
  • Facebook isn’t Free.
  • ACTION ITEM: The best way to leverage Facebook is to spend money on it.
  • Look for reasons to celebrate.
  • ACTION ITEM: Throw a party for your customers and create a FUN environment.
  • Be Authentic.

Right now is a good time to outline and prioritize your actions items for the month of February. Do it. Do it right now.

Data Diva Tip: Review Qualitative Data

Avinash Kaushik Web Analytics 2.0 A recent blog post by The Business Therapist, Paul Foster, called ‘Non-Google Analytics‘ reminded me of an important lesson that I teach in my Web Analytics classes. Marketing Rx of the day: Review Qualitative Data!

Foster shares the importance of reviewing leads and customers that invest in your business that did NOT come via the web. Paul writes, “But what about leads that show up at your door or call you on the phone? Does your business still get customers this way?”

It is necessary to look at the qualitative (data that is observed) and the quantitative data (data that is measured).  For example, always ask potential leads: “how did you find out about us?”  Below are qualitative data review tips that I share in my UCSB Extension Course:  The Art and Science of Web Analytics. Disclaimer: I am an Avinash Kaushik SUPER fan so my  bullet points are from his Web Analytics books and blog.

Avinash’s 10/90 Rule
  • Goal: highest value from web analytics implementation. Cost of analytics tool and vendor professional services: $10. Required investment in “intelligent resource/analysts”: $90.
  • Bottom line for magnificent success it’s the people.
  • “Data is useful when you have the mind(s) to to analyze the data”
  • The rational was simple because of four basic problems:
  1. Websites are massively complex and although tools, can capture all that data, they don’t actually tell you what to do.
  2. Most web analytics tools in the market, even today simply spew out data. Lot’s of it.
  3. We don’t live in our simple Web Analytics world. We now have to deal with quantitative data, qualitative data, and competitive intelligence data that might not tie to anything else.
  4. One of the most powerful ways to convert data into insights is to keep up with the “tribal knowledge” in the company: unwritten rules, missing metadata, the actions of random people (OK, your CEO, and so on.)

#8 of Avinash’s 8 Critical Web Metrics is: Engagement (Qualitative data)

  • Quick review: A metric is a quantitative measurement of statistics describing events or trends on a website. A key performance indicator  (KPI) is a metric that helps you understand how you are doing against your objectives.
  • Dictionary definition: “tending to draw favorable attention or interest.”
  • We should all try to create website experiences that draw favorable attention or interest
  • Incredibly hard – if not impossible – to measure.
  • Engagement at its core is qualitative. It is difficult to measure via web analytics data.
  • Think differently when you approach the Engagement Metric.

Contact WMT for support reviewing your qualitative data and come back for more Data Diva tips.

WMT Recaps the New Version of Google Analytics

You might have noticed the new version of Google Analytics which is currently being rolled out. Google Analytics v5 will become the default for all users over the next few weeks. Google will also be simultaneously rolling out the report email scheduler and PDF export. The new version of Analytics provides three significant enhancements:

I. A redesigned Google Analytics platform to enable major new functionality
II. A streamlined interface to make it easier to get to the information you want
III. Improved report performance for faster reports
In addition to a redesigned interface that makes it even easier to explore your data, you’ll also notice some significant new features:

New Version of Google Analytics

1. Google Analytics Real-Time Real-Time reporting shows you what’s happening on your site – right now! The reports are updated continuously and each pageview is reported seconds after it occurs on your site. You’ll find Real-Time reports in the ‘Home’ tab.

2. Multi-Channel Funnels See which channels your customers interacted with during the 30 days prior to converting or purchasing. Conversion path data includes interactions with many media channels, including clicks from paid and organic searches, affiliates, social networks, and display ads. Video demo and Usage guide

More and more, visitors are using mobile devices to browse the web. Mobile reports in the new version of Google Analytics help you understand how mobile visitors are interacting with your site. You can even see which mobile devices your visitors use and optimize for those devices.

Flow Visualization is a beautifully designed and highly sophisticated tool for graphically showing how visitors navigate through your site. We’ve completely re-imagined and redesigned the navigation tools available in the old version of Google Analytics. Video demo and Usage guides for Visitor Flow, Goal Flow

Need to check something in the old version? Look in the top right corner of Google Analytics and you’ll see a link for Old Version. (Please note, that the old version will only be available until early next year.)

Want help adjusting to the new version? Contact WMT for Google Analytics support to setup a benchmark report or contact the the Google Analytics Help Center.
Happy Analyzing,