WEB ANALYTICS. An Overview

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2 WEB ANALYTICS An Overview

3 What We ll Cover Introduction Metrics Standard Reports Tracking Codes Real life Use Cases 3

4 Why Use Analytics? To optimize the site To optimize marketing To increase conversions 4

5 Who Should Use Analytics? Marketers Stake holders Executives Anyone with an interest in the website 5

6 METRICS Definitions

7 Metrics Definitions Visits Page Views Click-throughs Instances Bounce Rate Entries Exits Visits to lead generating form Rsmus.com Inquiries (Form Submissions) Conversion Rate 7

8 Metrics Definitions Visit unique to a 30 minute window. Page View Hit counter, counts all page views including repeats. Click-Through Counts number of clicks to a page from an external source. Instance Similar to Page View, counts all instances of an event. Used on search term and file download reports. 8

9 Metrics Definitions Bounce A single page visit. Bounce Rate The percentage of single page visits. Entries Shows the number of visitors to the site who entered through the given page. Exits Shows the number of visitors who exited the site from a given page. 9

10 Metrics Definitions Visits to lead generating form Shows the number of visits to a contact form, gated content, or newsletter subscription form. Rsmus.com Inquiries (Form Submissions) Shows the number of times a form was submitted. Conversion Rate The number of form visits divided by the number of form submissions. 10

11 STANDARD REPORTS

12 RSMUS.com analytics Monthly An in depth site-wide report built on a monthly basis that puts data into context. A showcase of analytics capability 12

13 Standard Reports Site-Hierarchy report Breaks down visits by section Next Page Flow Shows the top paths taken by visitors from a specific page Referring Domain Shows where traffic is coming from (google.com is a top referrer) Google Search Analytics Shows what visitors searched for before arriving at RSMUS.com or a given page. 13

14 Standard Reports Creative Elements Report Shows tracking code data Paid search, newsletters, File Downloads Report Shows number of downloads any file on the site received. Internal Search Phrase Report Shows what visitors searched for within the site. 14

15 Standard Reports Lead Generating Forms Report Shows visits, form submissions and conversion rates for forms on the site. Forms by Day Report Shows how many form submissions occurred on the site on a daily basis. 15

16 TRACKING CODES

17 Tracking Codes What is a tracking code? A short piece of code called a query string appended to the end of a URL. 17

18 Tracking Codes Tracking Code Components Tracking code Creative Element Campaign Segments 18

19 Tracking Codes Why use tracking codes? Measure different marketing channels effectiveness Measure ad effectiveness Track visitor engagement deeper into the site What about the analytics our ad partners provide? Ad agencies such as MoreVisibility cannot measure conversions and their data may include internal traffic. 19

20 What can be tracked? Any (RSMUS.com) URL online campaigns Online ads Paid Search Social Media posts 20

21 What can NOT be tracked? Print advertisements Vanity URLs 21

22 Tracking Code Strategy Two strategies: Track by marketing channel Useful if you consistently promote the same section of the site. LGA Real Estate Campaign AdWords Campaigns Track by content piece Useful for newsletters, one-time pieces, thought-leadership The Real Economy 22

23 TRACKING CODE EXAMPLE Promoting the Life Sciences section

24 Life Sciences Example DISCLAIMER The following slides depict data that is for demonstration purposes only. Numbers shown may not represent actual Life Sciences data. 24

25 Life Sciences Example Life Sciences 25

26 Life Sciences Example Demonstration only Not actual ads 26

27 Life Sciences Example No tracking = limited data Demonstration only not accurate data 27

28 Life Sciences Example Full tracking = specific detail 28 Demonstration only not accurate data

29 Life Sciences Example Four Segments: Life Sciences Campaigns (all tracking codes) Facebook Channel LinkedIn Channel Banner Ads Channel 29

30 Life Sciences Example Demonstration only Not accurate data 30

31 Life Sciences Example Demonstration only Not accurate data 31

32 Life Sciences Example Demonstration only Not accurate data 32

33 Life Sciences Example Demonstration only Not accurate data 33

34 CLOSING THOUGHTS

35 Closing Thoughts Everyone should pay attention to analytics. A multitude of reporting capability is available. Tracking codes are essential to measuring paid campaigns. 35

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38 RSM US LLP Address City Phone This document contains general information, may be based on authorities that are subject to change, and is not a substitute for professional advice or services. This document does not constitute audit, tax, consulting, business, financial, investment, legal or other professional advice, and you should consult a qualified professional advisor before taking any action based on the information herein. RSM US LLP, its affiliates and related entities are not responsible for any loss resulting from or relating to reliance on this document by any person. Internal Revenue Service rules require us to inform you that this communication may be deemed a solicitation to provide tax services. This communication is being sent to individuals who have subscribed to receive it or who we believe would have an interest in the topics discussed. RSM US LLP is a limited liability partnership and the U.S. member firm of RSM International, a global network of independent audit, tax and consulting firms. The member firms of RSM International collaborate to provide services to global clients, but are separate and distinct legal entities that cannot obligate each other. Each member firm is responsible only for its own acts and omissions, and not those of any other party. Visit rsmus.com/aboutus for more information regarding RSM US LLP and RSM International. RSM and the RSM logo are registered trademarks of RSM International Association. The power of being understood is a registered trademark of RSM US LLP RSM US LLP. All Rights Reserved.