Website Analytics Reporting Template - Instructions

This document is a template for developers of open education projects new to reporting user statistics for their project resources. Most open education projects have a goal - and that goal use typically centred around the use, re-use and sharing of open educational resources (OERs). Web analytics (also known as web metrics) help you to determine if your primary goal(s) are being achieved and understand who is accessing and using your resources. Web analytics can also be used in evaluation and planning allowing you to consider questions such as: Do changes need to be made to the project delivery and/or presentation online? Has your target audience found your OERs? Do your website's visitors view more than one page - or do they navigate around your site? Do visitors to your site stay - or do they leave straight away? Where are your visitors coming from? Is the number of

Set Your Goals

For open education courses/repositories/projects, the primary goals are typically centred on the discoverability of the site/resources, the number of people accessing and engaging with the site/resources and the overall user experience. Commercially-orientated sites would have very different goals, primarily focuses on sales levels of products or services to online visitors. Understanding what it is you want to achieve through freely publishing open educational resources and courses is paramount. In turn, this will help you determine whether your goals and objectives are being met through the use

Audit Process
1. Determine scope: what data you want to collect - and why is it important? 2. Assemble project team members. 3. Identify and collect the data. 4. Complete and submit your findings by using the tabs in this spreadsheet, and the Word template document that accompanies this spreadsheet. 5. Reflect upon your findings, discuss with colleagues and agree action points to improve your project site, and plan future development.

1. Determine Scope
When possible, open education and OER publishers should validate all content on their website. This includes HTML pages, photos, images, downloadable files and any other content available to the public. The range of data that can be collected about website performance can be daunting and bewildering. The majority of web analytics data is not necessary for open education - the intended audience for much of this data are marketeers. For most open education projects, the data that is most important is referred to as 'usability statistics: the who, what, why, where, when and how of your site's user experience. This is what we want to measure. This data, in turn, will become your Key Performance Indicators (KPI). A KPI is a metric that helps you understand how you are doing against your goals objectives - and allows you to assess strategies to addressing any KPI that falls below expectations and/or targets. KPIs are also invaluable for target setting (e.g. 'I want to increase the number of visitors A representative sample of web content data should include the to be re-used by at least three from India and China by 30% each quarter' or 'I want my biology OERs following: The number of people who visited the site over a specific period of time (time period determined by you) - has the number of visitors increased or decreased compared to other time periods How did they find the site (via Google, another website, a blog, social media, etc)? How long did they stay on the site? Are visitors finding your site and its content relevant? Did they view more than one page? What country sends you the most visitors? What are your most popular pages?

Page 1 of 19

This information builds an overall picture of your website...and if it's reaching its intended audience or not. The goal is to report simply and succinctly on your site's activity. Use your web metrics reports to ensure that you include top requested web pages, as well as top requested document downloads. You will find a Web metrics report template via [download link] .

2. Assemble Team Members - Information stakeholders

Team members should include the department, agency or individual responsible for your open education website. You may not have direct access to copy and paste the necessary analytics collection html code to your website hence the need to liaise with the person or persons who do have administrative access rights to your open education website. The team should also include any individuals responsible for publishing content to your website. Subject matter experts from internal bureaus should be included to help validate their web content. Once Establish a work group and formally define goals. Establish a work plan and timeline. Assign clear responsibilities to team members. Establish a communication plan and timeline. Identify a reporting method and issue tracking mechanism. Identify a high-level champion or spokesperson for your open education course/project/repository.

3. Collect the Data

Conduct an assessment of your site by using the tabs in this spreadsheet to measure the basic aspects of your site as outlined in Point #1. Use the tabs provided in this spreadsheet to run diagnostics on your site; measuring its performance against your goals.

4. Complete and Submit Findings

Copy the charts into the accompanying Word document. Then identify successes, as well as potential problem areas, providing short explanatory text.

5. Develop Remediation Plan

Prioritize your problem areas in descending order of criticality. Estimate resources required to address your problem areas and develop short- and long-term remediation plans. This may need to include changes to your workflow processes to ensure testing is done prior to posting new content, and training of employees, particularly content creators, to ensure they understand the requirements. You may need to re-examine your navigational structure. Or, if visitor numbers are far lower than you expected, you may think about how to either optimise your site for better discoverability on search engines or mount a social media networking campaign to raise your

6. Submit Your Findings

Use the Web Analytics Report template (.doc) to report your findings. The template is available Circulate report to key stakeholders.

More information
General information and resources on web metrics and analytics are available at http://openspace.falmouth.ac.uk

Page 2 of 19

WEB ANALYTICS GLOSSARY

COMMONLY USED TERMS
Bounce Rate

CTR (Click through rate) Dashboard Data Mining Entry Page

Exit Page Hits

KPI Page Views

Referral site

Scenario Analysis Search Engine Optimisation (SEO) Segments Session Time on Site

Unique Visitor

Visits

YTICS GLOSSARY
Used to determine the least effective pages on your web site and is the percentage of visitors entering the page who left the site without going to any other pages within the site.(# of bounced visits / # of visits to that page) Used to convey the effectiveness of your online ad. (# clicks / # impressions) A single screen that provides multiple metrics, reports or charts on the effectiveness of your business.

First viewed page on the site (not necessarily the Home page. This is any page a vistor to your site visits first). Last viewed page on the site. A generally misused and not particular instructive metric defined as any request for a file, including images on a page. A plain web page with 4 images would generate 5 hits when visited. Key performance indicator defined by user that is important in determining the success of an initiative. A page view is any one visitor viewing one page of your site, one time. A page must have a unique address, or URL. If someone visits your homepage but then clicks a link to your Contact page, those are two page views. This metric is used to convey the relative popularity of pages within your site. Number of pages successfully loaded from your site for visitors. A metric used to determine the source of your web traffic and is defined as the site URL or title where your visitors came from. Ther actual source of the visit is called a referrer . A report showing activity at each step of a pre-defined scenario.

An instance of 1 visitor browsing a site. Also referred to as a visit . This is the total amount of time one visitor spends on your site in the course of a single session. Average time on site is an invaluable measure of visit quality and visitor interest. The longer a visitor spends on your site, the more relevant / interesting / engaging they find the content. A unique visitor is any one person visiting your website any number of times during a defined period. If someone visits your site ten times in a week, she still counts as only one unique visitor. Measures the number of people who come to your site. Generally measured within a 30 minute time span from the first visit, so if a visitor visits your site, goes away and comes back 35 minutes later and clicks around, his/her activity would be considered 2 visits. This is not the same as Visitors, who can visit a website multiple times.

Website Analytics Datasheet Template

This analytics data collection template has been provided to facilitate the collection of data about visitors to your website. Once completed, the data and accompanying charts can be easily copied and pasted into a website analysis report. You will be prompted to collect a variety of data - the basic levels of data typically found in a website analysis report. This template is suitable for those not looking to report Google AdWords, Cost-Per-Click or similar online marketing campaign data. This template can be used in conjunction with our Website Analytics Report template, which can be downloaded from http://open education-projects/module-two-web-analytics-collecting-data .

VISITS Visits

Q1 (Jan -Mar)

Q2 (Apr - Jun)

Q3 (Jul -Sep) 6,708

Q4 (Oct -Dec)
8000 7000

% change calculator enter numbers in the 2 grey squares

new quarter 6708

previous quarter 5996 % change =

11.87%

6000 5000 4000 3000 2000 1000 0 Q1 (Jan -Mar)

For instructions on how to copy and paste Ex instructional video: http://www.youtube.co preferred browser)

PAGE VIEWS Page views Unique page views

Q1 (Jan -Mar)

Q2 (Apr - Jun)

Q3 (Jul -Sep)

Q4 (Oct -Dec)

1.2 1 0.8 0.6

Page Views % change calculator enter numbers in the 2 grey squares

new quarter 6

previous quarter 4 % change =

50.00%

0.4 0.2
0

Unique Page Views % change calculator enter numbers in the 2 grey squares

Q1 (Jan -Mar)

new quarter 6

previous quarter 4

% change =

50.00%

VISTORS Visits Unique vistors New visitors Returning vistors

Q1 (Jan -Mar)

Q2 (Apr - Jun)

Q3 (Jul -Sep)

Q4 (Oct -Dec)
1.2
1

0.8 0.6 0.4

0.2

0 Q1 (Jan -Mar)

BOUNCE RATE Bounce Rate

Q1 Q2 (Jan -Mar) (Apr - Jun) 0.69

Q3 (Jul -Sep)

Q4 (Oct -Dec)
100%
90%

Note: Please enter numbers in 0.0000 format example: 67.01% should be entered into the cell as 0.6701

80% 70% 60%

50%

69.00%

% change calculator enter numbers in the 2 grey squares

new quarter 6

previous quarter 4 % change =

50.00%

40% 30% 20% 10% 0% Q1 (Jan -Mar)

sheet Template

ta about visitors to your website. a website analysis report. n a website analysis report. or similar online marketing campaign data. ich can be downloaded from http://openspace.falmouth.ac.uk/courses/website-analytics-open-

Visits

6,708

Q1 (Jan -Mar)

Q2 (Apr - Jun)

Q3 (Jul -Sep)

Q4 (Oct -Dec)

instructions on how to copy and paste Excel charts into MS Word, please view the following tructional video: http://www.youtube.com/watch?v=qrisZIusB-I (copy and paste this URL into your ferred browser)

Page Views

(Jan -Mar)

Q2 (Apr - Jun)
Page views

Q3 (Jul -Sep)
Unique page views

Q4 (Oct -Dec)

Vistor Behaviour

(Jan -Mar) Visits

Q2 (Apr - Jun) Unique vistors

Q3 (Jul -Sep) New visitors Returning vistors

Q4 (Oct -Dec)

Bounce Rate

69.00%

Q1 (Jan -Mar)

Q2 (Apr - Jun)

Q3 (Jul -Sep)

Q4 (Oct -Dec)

Website Analytics Datasheet Template

This analytics data collection template has been provided to facilitate the collection of data about visitors to your website. Once completed, the data and accompanying charts can be easily copied and pasted into a website analysis report. You will be prompted to collect a variety of data - the basic levels of data typically found in a website analysis report. This template is suitable for those not looking to report Google AdWords, Cost-Per-Click or similar online marketing campaign This template can be used in conjunction with our Website Analytics Report template, which can be downloaded from http:// projects/module-two-web-analytics-collecting-data .

ENGAGEMENT Q1 (Jan -Mar) Up to 60 seconds

61-180 seconds 181-600 seconds 601-1800 seconds 1801+ seconds

Q2 Q3 (Apr - Jun) (Jul -Sep)

Q4 (Oct -Dec)

1.2 0.8 0.6 0.4 0.2

DEMOGRAPHICS Country

(Top 10 Countries) Q1 (Jan -Mar) Q2 (Apr - Jun) Q3 Q4 (Jul -Sep) (Oct -Dec)
1.2 0.8 0.6 0.4 0.2

eet Template

ut visitors to your website. site analysis report. bsite analysis report. ar online marketing campaign data. n be downloaded from http://openspace.falmouth.ac.uk/courses/website-analytics-open-education-

Time on Site
1.2 1 0.8 0.6 0.4 0.2 0 Q1 (Jan -Mar) Up to 60 seconds Q2 (Apr - Jun) 61-180 seconds 181-600 seconds Q3 (Jul -Sep) 601-1800 seconds Q4 (Oct -Dec) 1801+ seconds

Top 10 Countries
1.2 1 0.8 0.6 0.4 0.2 0 Q1 (Jan -Mar) Q2 (Apr - Jun) Q3 (Jul -Sep) Q4 (Oct -Dec)

(Oct -Dec) 1801+ seconds

(Oct -Dec)

Website Analytics Datasheet Template

This analytics data collection template has been provided to facilitate the collection of data about visitors to your website. Once completed, the data and accompanying charts can be easily copied and pasted into a website analysis report. You will be prompted to collect a variety of data - the basic levels of data typically found in a website analysis report. This template is suitable for those not looking to report Google AdWords, Cost-Per-Click or similar online marketing campaign data. This template can be used in conjunction with our Website Analytics Report template, which can be downloaded from http://open projects/module-two-web-analytics-collecting-data .

TRAFFIC SOURCES Direct

Referral Search (Organic)

Q1 (Jan -Mar)

Q2 (Apr - Jun)

Q3 (Jul -Sep)

Q4 (Oct -Dec)

TOP REFERALS Referal

(Top 10 Referals) Q1 Q2 (Jan -Mar) (Apr - Jun)

Q3 (Jul -Sep)

Q4 (Oct -Dec)

TOP KEYWORDS Referal

(Top 10 Referals) Q1 Q2 (Jan -Mar) (Apr - Jun)

Q3 (Jul -Sep)

Q4 (Oct -Dec)

sheet Template

ta about visitors to your website. a website analysis report. n a website analysis report. or similar online marketing campaign data. ich can be downloaded from http://openspace.falmouth.ac.uk/courses/website-analytics-open-education-

Traffic Sources
100.00%
75.00%

50.00% 25.00% 0.00% Q1 (Jan -Mar) Q2 (Apr - Jun) Direct Referral Q3 (Jul -Sep) Search (Organic) Q4 (Oct -Dec)

Top 10 Referals
1.2 1 0.8 0.6
0.4 0.2

0 Q1 (Jan -Mar) Q2 (Apr - Jun) Q3 (Jul -Sep) Q4 (Oct -Dec)

Top 10 Keywords
1.2 1 0.8 0.6

0.6 0.4 0.2 0

Referal Series2 Series3

Q1 (Jan -Mar) Series1 Series4

Q2 (Apr - Jun) Series5 Series6

Q3 (Jul -Sep) Series7 Series8 Series9

Q4 (Oct -Dec) Series10

(Oct -Dec)

Q4 (Oct -Dec)

Q4 (Oct -Dec) Series10