Web Analytics (IMW503)

Unit-1:
Introduction
Introduction to web analytics,
 Web analytics refers to the process of collecting website data and then processing, reporting,
and analysing it to create an online strategy for improving the website experience.
 Web analytics is the process of analysing the behaviour of visitors to a website.
 It includes tracking metrics like page views, bounce rates, and conversion rates to inform
business decisions and improve the overall user experience.
 Web analytics is important to help you:
 Refine your marketing campaigns.
 Understand your website visitors.
 Analyse website conversions
 Improve the website user experience
 Boost your search engine ranking
 Understand and optimize referral sources
 Boost online sales
 Decision-Making Support
 Performance Measurement

why web analytics,

 Performance Evaluation
 It allows businesses to assess the effectiveness of their online presence and marketing
efforts.
 Metrics like page views, bounce rates, and conversion rates help measure website
performance.
 User Behavior Understanding
 Web analytics provides insights into how users interact with a website, including which
pages they visit and how long they stay.
 Understanding user behavior helps in tailoring content and design to meet user
expectations.
 Data-Driven Decision Making
 Businesses can make informed decisions based on data rather than assumptions.
 Analytics data guides strategic decisions, helping allocate resources effectively.
 Marketing Optimization
 By tracking the sources of website traffic, businesses can optimize marketing strategies
for better results.
 Conversion tracking allows marketers to understand which campaigns lead to desired
actions.
 User Experience Improvement
 Identifying popular content and pages helps in optimizing the user experience.
  Businesses can address issues such as high bounce rates or navigation challenges based
on analytics insights.
 Goal Measurement
 Web analytics facilitates the measurement of specific goals, such as product purchases,
form submissions, or newsletter sign-ups.
 Businesses can track progress toward objectives and adjust strategies accordingly.
 Competitive Analysis
 Analyzing web analytics data provides insights into how a website compares to
competitors.
 Benchmarking against industry standards helps in setting realistic goals.
 Resource Allocation
 Businesses can allocate resources effectively by focusing on channels and strategies that
yield the best results.
 It helps in optimizing budgets for online marketing and development efforts.
 Continuous Improvement
 Regular monitoring and analysis enable businesses to identify trends and areas for
improvement.
 A/B testing and iterative enhancements based on analytics data contribute to ongoing
optimization.

terminology, web analytics metrics,

We have listed here a set of terms that one should be familiar with while performing web analytics −
Benchmarking − A service that gives a view of how your website is performing in contrast to others.
Bounce Rate − Number of times a user quits without exploring your webpages.
Click − An action of clicking on your webpages.
Conversion − Conversion takes place when a goal is completed, e.g., purchase, registration,
downloads, etc.
Direct Traffic − Traffic coming directly on your website by clicking on your website’s link or typing the
URL of your website in the address bar.
Filter − A guideline that exclude/include specific data from reports.
Funnels − Steps visitors take to finally complete a goal.
Goal − A metric that defines the success rate, e.g., sale or sign-up.
Goal Conversion Rate − Percentage of visits on every goal achieved.
Impression − The display of your website on the Internet.
Keywords − Search queries that visitors use to find your website.
Landing Page − The first page from where a visitor enters your website.
New Visitor − The visitor who is coming to your website for the first time.
Paid Traffic − Traffic for which you need to pay, e.g., Google AdWords.
Returning Visitor − The visitors who have already visited your page earlier. Returning visitors are an
asset for any website.
Time on Site − The average time a visitor spends accessing your site in a time.
Tracking Code − A small snippet of code inserted into the body of HTML page. This code captures the
information about visits to a page.
Traffic − Flow of visitors to your website.
Traffic Sources − The source from where traffic originates.

 Pageview - Number of times a page is viewed.

  Session - A single visit to a website, encompassing multiple pageviews within a specific
timeframe.
 Bounce Rate - The percentage of single-page visits, where the user leaves without
interacting further.
 Conversion Rate - The percentage of visitors who complete a desired goal, such as making a
purchase or filling out a form.
 Unique Visitor - An individual user, identified by a unique IP address or other tracking
methods, visiting a website within a specified time period.
 Referral Traffic - Visitors who arrive at a website by clicking on a link from another site.
 Organic Traffic - Visitors who arrive at a website through unpaid search engine results. OR
Traffic for which you need not pay. It comes naturally, e.g., traffic from search engines.
 Exit Rate: - The percentage of pageviews that were the last in a session.
 Click-Through Rate (CTR) - The percentage of clicks on a link or ad compared to the number
of impressions.
 Average Time on Page - The average amount of time users spend on a specific page.
 Page Load Time - The time it takes for a web page to load.
 Keyword - Words or phrases users enter into search engines to find relevant content. OR
Search queries that visitors use to find your website.
 Session Duration - The average time a user spends on a website during a single session.
 Funnel - A series of steps representing a user's path towards completing a specific goal (e.g.,
making a purchase).
 Heatmap - A visual representation of user interaction on a webpage, highlighting areas of
high or low activity.
 Segmentation - Dividing data into subsets based on specific criteria (e.g., demographics,
location, device type).
 A/B Testing - Comparing two versions (A and B) of a webpage or element to determine
which performs better.
 Tagging - Adding code (tags) to a website to collect specific data for analytics purposes.

web analytical methods,

Here are key methods employed in web analytics:

 Page Tagging - Placing a small piece of code (tags) on each web page to track user
interactions.
 Log File Analysis: - Analyzing server log files to gather information on user requests, IP
addresses, and accessed resources.
 JavaScript Tracking: - Using JavaScript to track user interactions, capturing events like clicks,
form submissions, and pageviews.
 Cookies: - Storing small pieces of data (cookies) on users' devices to track their activities and
preferences.
 IP Address Tracking: - Analyzing IP addresses to identify unique visitors and their geographic
locations.
 Event Tracking: - Monitoring specific user interactions, such as video views, downloads, or
social media clicks.
  Custom Dimensions and Metrics - Defining and tracking custom parameters, such as user
demographics or product categories.
 Heatmaps - Visualizing user interactions through color-coded maps, highlighting areas of
high or low activity.
 User Surveys and Feedback - Gathering direct input from users through surveys, feedback
forms, or on-site polls.
 Conversion Tracking - Monitoring and analyzing user actions that align with business goals,
such as making a purchase.
 Cross-Device Tracking - Linking user activity across multiple devices to provide a seamless,
unified view.
 Machine Learning and Predictive Analytics - Using machine learning algorithms to predict
user behavior and trends based on historical data.
 Social Media Analytics - Monitoring and analyzing user engagement on social media
platforms.

web analytical tools, or Web Analytics Service Providers,

Several web analytics tools are available to help businesses collect, analyze, and interpret
data related to their online presence. Here are some widely used web analytics tools:
Google Analytics:
- Google Analytics is one of the most widely used web analytics platforms.
- It's a free service provided by Google and offers a wide range of features
- Google Analytics is suitable for websites of all sizes.
- Comprehensive tracking of website traffic, user behavior, and conversion data.
- Customizable reports and dashboards.
- Integration with other Google products.
Adobe Analytics:
- Adobe Analytics, part of the Adobe Experience Cloud
- Advanced analytics for in-depth user insights.
- Real-time tracking and reporting
- Robust segmentation, attribution modeling and predictive analytics.
- often used by large enterprises for in-depth data analysis.
Matomo (formerly Piwik):
- Matomo is an open-source web analytics platform that allows you to host your
analytics data on your own servers, giving you full control over your data and
privacy. It offers features similar to Google Analytics and can be customized to
meet your specific needs.
- Open-source analytics platform, providing full control over data.
- Customizable dashboards and reports.
- Privacy-focused with the ability to self-host.
Hotjar:
- Hotjar is a popular tool for user behavior analysis. It provides heatmaps, session
recordings, and surveys to help you understand how users interact with your
website. Hotjar is valuable for optimizing user experience.
- Heatmaps, session recordings, and user surveys.
- Visitor feedback and analysis of user interactions.
- Insights into user behavior and website usability.
Mixpanel:
- Mixpanel is a user analytics tool that focuses on tracking user interactions within
web and mobile applications. It is particularly useful for understanding user
engagement, retention, and conversion funnels.
- Event-based analytics for tracking specific user actions.
- Funnel analysis and cohort tracking.
- A/B testing and personalized messaging.
KISSmetrics:
- KISSmetrics, now part of the marketing automation platform Outreach,
specializes in customer analytics and user journey tracking. It is designed to help
businesses understand how individual users interact with their website and
products.
- Focus on customer-centric analytics.
- Cohort analysis and customer journey tracking.
- A/B testing for conversion optimization.
Heap Analytics:
- Heap Analytics offers event tracking that allows you to collect data without
predefined events. It's user-friendly and provides an easy way to set up tracking
for various user interactions.
- Automatic event tracking without manual code implementation.
- Retroactive analysis of user interactions.
- Visualizations to explore user journeys.
Woopra:
- Woopra is a real-time customer analytics platform that provides in-depth
customer profiles, journey tracking, and customizable reporting. It is designed to
help businesses understand customer behavior and preferences.
- Real-time analytics with a unified customer profile.
- Behavioral segmentation and automation.
- Customizable reports and funnel analysis.
Crazy Egg:
- Crazy Egg specializes in heatmaps, scroll maps, and A/B testing. It's a visual
analytics tool that helps you understand how users engage with your web pages.
- Heatmaps, scrollmaps, and user recordings.
- A/B testing for website optimization.
- Visualizations to understand user engagement.
Clicky:
 - Clicky is a real-time web analytics tool that offers features like heatmaps, uptime
monitoring, and detailed reports on visitor behavior. It's known for its user-
friendly interface.
- Real-time analytics with heatmaps and uptime monitoring.
- Detailed individual visitor tracking.
- Goal and conversion tracking.
StatCounter:
- StatCounter is a web analytics tool that provides real-time tracking of website
visitors. It offers detailed statistics and reports on visitor data.
- Real-time website analytics.
- Visitor path analysis and keyword tracking.
- Customizable reports.
Yandex.Metrica:
- Yandex.Metrica is a web analytics tool provided by the Russian search engine
Yandex. It offers features like heatmaps, session replays, and detailed visitor data.
HubSpot Analytics:
- Integrated analytics within the HubSpot marketing platform.
- Traffic, conversion, and contact attribution reporting.
- Social media analytics.
Quantcast:
- Audience measurement and demographic insights.
- Real-time analytics and advertising solutions.
- Cross-platform measurement.

site data,
"Site data" generally refers to the information and metrics collected about a website's performance,
user behavior, and interactions. Here are key aspects of site data:

 Traffic Data:
 Definition: Information about the number of visitors, pageviews, and sessions on a website.
 Components: Includes total visits, unique visitors, pageviews, and session duration.

 User Behavior Data:

 Definition: Insights into how users interact with a website, including the pages they visit,
actions they take, and navigation paths.
 Components: Bounce rate, conversion rate, average time on page, and event tracking.

 Conversion Data:
 Definition: Information related to user actions that align with business goals, such as
completing a purchase or filling out a form.
 Components: Conversion rate, goal completions, and revenue generated.

 Source and Acquisition Data:

  Definition: Details about where website visitors come from and how they found the site.
 Components: Referral sources, organic search, direct traffic, and paid advertising.

 Content Data:
 Definition: Information about the performance and popularity of specific content on the
website.
 Components: Top-performing pages, popular blog posts, and engagement with multimedia
content.

 Technical Data:
 Definition: Technical details about the website, including page load times, device types, and
browser information.
 Components: Page load speed, device breakdown (desktop, mobile, tablet), and browser
usage.

 Keyword Data:
 Definition: Information about the keywords users use to find the website through search
engines.
 Components: Keyword rankings, search queries, and organic search performance.

 Geographic Data:
 Definition: Insights into the geographic location of website visitors.
 Components: Country, region, and city-level data.

 Social Media Data:

 Definition: Information about user engagement with the website through social media
channels.
 Components: Social media referrals, shares, and interactions.

 Security and Error Data:

 Definition: Data related to security incidents, error pages, and website downtime.
 Components: Error rates, security alerts, and response times during incidents.

 Custom Metrics:
 Definition: Tailored metrics specific to the goals and objectives of the website.
 Components: Customized KPIs, goals, and metrics based on business needs.

frameworks,
Web analytics frameworks provide a systematic approach to leveraging data for understanding and
optimizing online performance. Here are a few widely recognized frameworks:

1.Digital Analytics Association (DAA) Measurement Framework:

 Objective: Align web analytics with business objectives.

 Components:
 Business Objectives: Define overarching business goals.
 Strategies and Tactics: Outline how to achieve objectives.
  Key Performance Indicators (KPIs): Identify metrics crucial for success.
 Targets: Establish numerical goals for KPIs.
 Initiatives: Detail specific projects to meet targets.

2. Avinash Kaushik's "See, Think, Do, Care" Framework:

 Objective: Understand and cater to user intent at different stages.

 Components:
 See (Acquisition): Focus on attracting new visitors.
 Think (Behavior): Analyze user engagement and interaction.
 Do (Conversion): Measure actions aligning with business goals.
 Care (Retention): Evaluate efforts to retain and nurture users.

3. Google's HEART Framework:

 Objective: Measure user experience and product success.

 Components:
 Happiness: User satisfaction and sentiment.
 Engagement: Level of user involvement and interaction.
 Adoption: How quickly users are taking up a new feature.
 Retention: User return rate over time.
 Task Success: Efficiency and effectiveness in completing tasks.

4. Smart Insights RACE Framework:

 Objective: Plan, manage, and optimize digital marketing strategies.

 Components:
 Reach: Attracting a wide audience.
 Act: Encouraging interaction and engagement.
 Convert: Turning engaged users into customers.
 Engage: Building long-term relationships for loyalty.

5. Lauterborn's 4 Cs:

 Objective: Applied to digital marketing, focusing on consumer-centric aspects.

 Components:
 Consumer Wants and Needs: Understanding user needs.
 Cost to Satisfy: Assessing the value exchange.
 Communication: Effective messaging.
 Convenience: Ensuring a seamless user experience.

Process
The primary objective of carrying out Web Analytics is to optimize the website in order to provide
better user experience. It provides a data-driven report to measure visitors’ flow throughout the
website.

It depicts the process of web analytics.

 Initiate with a proper definition of business goals

 Identify key performance indicators to track the achievements
 Collect authentic and precise data
 Data Analysis
 Based on the assumptions from analysis perform test alternatives
 Implement insights on the basis of data analysis or website testing

Process of Web Analytics

Defining Goals

o This is the very first thing you must understand to improve your website. In order to define your
website goals you must know why your website exist?
o Defining the key metrics that will determine the success of your business and website
o The initial stage in the web analytics process is for firms to identify their goals and the desired
outcomes.
o Increased sales, customer happiness, and brand exposure are examples of such objectives.

Building Key Performance Indicators (KPIs)

o To measure the achieved goals, you must analyze the performance of the website, i.e. whether it
is going up or down by creating key performance indicator.
o A key performance indicator (KPI) is a measurable statistic used in web analytics to monitor and
evaluate user behaviour on a website.
o Bounce rates, unique users, user sessions, and on-site search queries are some examples.

Data collection:

o The collecting and storage of data is the second phase in web analytics. Data can be collected
directly from a website or web analytics platform, such as Google Analytics
o Gathering information, statistics, and data on website visitors using analytics tools

Analyzing Data:

o Converting the raw data you’ve gathered into meaningful ratios, KPIs, and other information that
tell a story
o There are various ways in which data can be converted into insights. Some of them are discussed
below.
 Number of page visits could be good or bad depending upon the kind of website.
 A high bounce rate means you are either bringing the wrong audience or you are not up to
the mark.
 A visitor’s intent can be identified by analyzing the keyword driven traffic.
 A visitor’s requirement can be identified using the internal site search data.

Testing Alternatives

o In order to learn about the customer’s experience it is good to experiment. A web analyst must
learn to test everything quickly and find a suitable alternative.
o Doing A/B tests to determine the best way to optimize website performance.
o Here are a few tips for website testing.
 Testing must be done across the website, not just the landing page.
 Try using the tool and your skills with a small project and then go big
 Try measuring multiple goals
 Try testing different segments
Implementation

It is important to get over the implementation part once you have overcome all the previous steps
successfully.

KPI,
A key performance indicator (KPI) is a measurable statistic used in web analytics to monitor and
evaluate user behaviour on a website. Bounce rates, unique users, user sessions, and on-site search
queries are some examples.

1. Conversion Rate:

- Measures the percentage of visitors completing a desired goal.

2. Bounce Rate:

- Measures the percentage of visitors leaving after viewing one page.

3. Average Session Duration:

- Calculates the average time users spend on the website.

4. Pageviews:

- Counts the total number of pages viewed.

5. Revenue per User:

- Calculates average revenue generated per user.

6. Customer Acquisition Cost (CAC):

- Evaluates cost to acquire a new customer.

7. Return on Investment (ROI):

- Measures profitability of investments.

8. Traffic Sources:

- Identifies where visitors come from.

9. Goal Completion Rate:

- Measures success of specific objectives.

10. Customer Lifetime Value (CLV):

- Calculates total customer value over their lifetime.

11. Exit Rate:

- Measures percentage of exits from a page.

12. Click-Through Rate (CTR):

- Calculates percentage of users clicking on a link or ad.

13. Social Media Engagement:

 - Measures likes, shares, comments on social media.

14. Mobile Traffic and Conversions:

- Identifies percentage of traffic and conversions from mobile.

15. Site Speed:

- Measures time for web pages to load.

Social media,
Social media plays a significant role in web analytics, as it can provide valuable insights into website
performance, user behavior, and engagement.

Social media can impact web analytics in several ways:

 Referral Traffic: The traffic that comes to a website from social media platforms.
 Click-Through Rates (CTR): Measures the percentage of social media users who click on a link
to visit a website.
 A/B Testing and Optimization: Social-media can be used to drive traffic to A/B tests on your
website.
 Audience Insights: Social media platforms provide audience demographic and psychographic
data.
 Social Media Influencer Impact: Evaluates the impact of collaborations with social media
influencers on website traffic and engagement.
 Conversion Attribution: Determines which social media channels contribute most to
conversions and goals.
 Social Listening: Monitors mentions, discussions, and sentiment about a brand or website
across social media platforms.
 Social Media Reach and Impressions: Measures the number of people who have seen social
media content and the frequency of those views.
 Conversion Tracking: You can track conversions and goals achieved through social media
campaigns.
 Social Media Engagement: Social media analytics tools (e.g., Facebook Insights, Twitter
Analytics) provide data on likes, shares, comments, and click-through rates. Measures user
interactions on social media platforms, including likes, shares, comments, and clicks.

mobile data,
Mobile data in web analytics refers to the information collected and analyzed regarding user
interactions with a website or application through mobile devices. This category of data provides
insights into how visitors access and engage with content on smartphones and tablets. Key aspects of
mobile data in web analytics include:

 Mobile Traffic Analysis: The number of users accessing the website or app via mobile
devices.
 Mobile Device Types: Identifies the specific mobile devices (e.g., iPhone, Android phone,
iPad) used by visitors.
 Operating Systems: Specifies the mobile operating systems (e.g., iOS, Android) used by
visitors.
 Screen Sizes and Resolutions: Details the dimensions and resolutions of mobile screens.
  Mobile App Analytics: Analyzes user interactions and behaviors within mobile applications.
 Mobile-specific User Behaviors: Examines behaviors unique to mobile users, such as
gestures, taps, and swipes.
 Page Load Times on Mobile: Measures the time it takes for web pages or app screens to load
on mobile devices.
 Conversion Rates on Mobile: Evaluates the percentage of users who complete desired
actions (e.g., purchases) on mobile.
 Mobile Search Queries: Examines keywords and search queries used by mobile users to find
the website.
 Geo-Location Data: Mobile devices often have location services enabled, providing data
about where mobile users are accessing your site.

web video data

Web video data refers to the information and metrics collected from user interactions with video
content on websites. This data is crucial for understanding how users engage with videos, which can
include metrics related to video views, watch time, interactions, and other relevant information. Key
aspects of web video data include:

 Video Views: The number of times a video is played or viewed by users.

 Watch Time: The total amount of time users spend watching a video.
 Play Rate: The percentage of users who click to play a video after seeing the thumbnail.
 Completion Rate: The percentage of users who watch a video to completion.
 Engagement Metrics: Interactions within the video, such as likes, shares, comments, or clicks
on interactive elements.
 Playback Locations: Identifies where users are watching the video, whether embedded on a
webpage or on a video hosting platform.
 Device and Browser Information: Details the devices and browsers used by viewers to
access the video.
 Geographic Data: Information about the geographic locations of the video audience.
 Conversion Metrics (if applicable): Measures actions taken by viewers after watching a
video, such as making a purchase or signing up.
 Ad Performance (if applicable): Metrics related to video advertising, including views, clicks,
and conversion rates.

Unit-2:
Google Analytics
Introduction to Google Analytics,
Google Analytics is a web analytics service offered by Google
It tracks and reports website traffic, user behavior and also the mobile app traffic & events.
Currently as a platform inside the Google Marketing Platform brand.
Google launched the service in November 2005 after acquiring Urchin.
 Google Analytics is a platform that collects data from your websites and apps to create
reports that provide insights into your business.

Purpose:

Google Analytics is designed to help website owners and marketers understand how users
interact with their online content. It provides valuable insights into visitor behavior, allowing
businesses to make data-driven decisions to enhance their online presence.

Key Features:

Traffic Analysis: Tracks the number of visitors, sessions, and pageviews on a website.
User Behavior: Analyzes user interactions, including click paths, time on page, and bounce
rate.
Conversions: Measures the success of predefined goals, such as completing a purchase or
filling out a form.
Custom Reports: Allows users to create customized reports based on specific metrics and
dimensions.
E-commerce Tracking: Provides detailed information about online sales and transactions.
Audience Insights: Segments users based on demographics, location, device type, and other
factors.
Real-Time Analytics: Offers up-to-the-minute data on website activity.

Why Google Analytics,

 Traffic Insights:
 Understand the number of visitors to your website and where they come from.
 User Behavior Analysis:
 Track how users interact with your site, including page views, time on site, and click-through
behavior.
 Performance Measurement:
 Measure the effectiveness of marketing campaigns, content, and overall website
performance.
 Goal Tracking:
 Set and track specific goals (e.g., form submissions, purchases) to evaluate success.
 E-commerce Analytics:
 For online stores, analyze sales data, customer behavior, and product performance.
 Audience Segmentation:
 Segment your audience based on demographics, interests, and behaviors for targeted
marketing.
 Custom Reporting:
 Create customizable reports and dashboards tailored to your business goals.
 Real-Time Analytics:
 Monitor website activity in real time to gain immediate insights into user interactions.
 Mobile Analytics:
 Understand how users on mobile devices engage with your website.
 Integration with Google Services:
 Integrate with other Google services like Google Ads and Google Search Console for a unified
view.
 Data-Driven Decision Making:
  Make informed decisions to enhance website usability, content, and overall user experience.
 Free Access and Scalability:
 Access the basic version for free, with a premium version (Google Analytics 360) for
advanced needs.

Creating Google Analytics account,

Go to the Google Accounts sign-in page.
Select 'create an account'
Enter your first and second name.
Select 'use my current email address'
Enter your current email address.
Click 'Next'
Open your verification email and verify using the code.
You're done!

1. Visit Google Analytics Website:

- Go to https://analytics.google.com/.

2. Click "Start for Free":

- Click on the "Start for free" button.

3. Sign In or Create Google Account:

- Sign in with your Google account or create a new one.

4. Set Up Your Property:

- Enter account details, website name, URL, and industry category.

5. Configure Data Sharing:

- Choose data sharing preferences.

6. Accept Terms of Service:

- Review and accept Google Analytics Terms of Service.

7. Install Tracking Code:

- Get the tracking code and add it to your website.

8. Verify Setup:

- Confirm successful tracking code implementation.

9. Explore Dashboard:

- Access your Google Analytics dashboard and explore reports.

Now, your Google Analytics account is set up, and you can start analyzing your website's
performance.

view filters,
  View filters in Google Analytics are settings that allow you to modify or limit the data that
appears in a particular view.
 These filters are applied to the raw data collected by Google Analytics before it is processed
and displayed in reports.
 View filters are useful for refining the data to meet specific analysis or reporting needs.
 They help you focus on specific subsets of data or exclude irrelevant information.

Types of Filters:

- Include, exclude, search and replace, lowercase/uppercase, and advanced filters.

 Include Filters:
- Show only specific data that meets certain criteria.
 Exclude Filters:
- Remove specific data from the view.
 Search and Replace Filters:
- Modify data by searching for patterns and replacing them.
 Lowercase/Uppercase Filters:
- Ensure consistency by converting text to lowercase or uppercase.
 Advanced Filters:
- Create complex filter expressions based on various conditions.
 Order of Application:
- Filters are applied in the order they appear in view settings.
 Testing Filters:
- Use the "Verify this filter" option to test before applying permanently.
 Filter Precedence:
- Filters are applied sequentially; the output of one filter becomes the input for the next.
 View filters help customize reports for more accurate and actionable insights in Google
Analytics.

metrics and dimensions,

Metrics:

Metrics are quantitative measurements representing various aspects of user behavior, interactions,
or performance on a website. They provide numerical data that can be analyzed to gauge the success
or effectiveness of specific actions or goals.

- Nature: Quantitative, numerical measurements.

- Representation: Represent specific counts, ratios, or percentages.

- Purpose: Quantify and measure user actions, performance, or behavior.

- Numerical data indicating user behavior or performance.

- Provide insights into website success and effectiveness.

Examples:

- Pageviews

- Sessions
 - Bounce Rate

- Conversion Rate

- Revenue

Dimensions:

Dimensions are qualitative attributes or categorical data that provide context to metrics. They help
segment and organize data, allowing for more detailed and insightful analysis by breaking down
metrics into specific categories.

- Nature: Qualitative, categorical attributes.

- Representation: Provide context and categorization

- Purpose: Segments and organizes data for detailed analysis.

- Categorical data providing context.

Examples:

- Source/Medium (e.g., Google/Organic)

- Device Category (e.g., Desktop, Mobile, Tablet)

- Page Title

- Country

- Browser

In summary, metrics are numerical measurements that quantify user behavior, while dimensions
provide qualitative context and segmentation for a deeper understanding of the data in tools like
Google Analytics.

google analytics interfaces,

Google Analytics provides various interfaces to access and analyze data. Here are the key interfaces:

1. Google Analytics Dashboard:

- Overview: High-level summary of key metrics.

- Purpose: Quick insights into overall performance.

2. Reporting Interface:

- Overview: Organized reports on Audience, Acquisition, Behavior, Conversions.

- Purpose: In-depth analysis of specific aspects.

3. Custom Reports:

- Overview: Personalized reports with selected metrics and dimensions.

- Purpose: Tailored analysis for unique needs.

4. Custom Dashboards:
 - Overview: Combined widgets displaying various metrics.

- Purpose: Consolidated view for quick reference.

5. Real-Time Reporting:

- Overview: Live data on current activity.

- Purpose: Monitor immediate changes or events.

6. Audience Explorer:

- Overview: Detailed exploration of user segments.

- Purpose: Understand user characteristics and behaviors.

7. User Explorer:

- Overview: Individual-level data, showing user journeys.

- Purpose: Investigate specific user actions.

8. Conversions Interface:

- Overview: Focus on tracking conversion goals and e-commerce data.

- Purpose: Evaluate goal success and revenue generation.

9. Admin Interface:

- Overview: Manages account, property, and view settings.

- Purpose: Configuration and customization.

10. Alerts Interface:

- Overview: Set up custom alerts for data changes.

- Purpose: Receive notifications for noteworthy events.

11. Intelligence Events:

- Overview: Identifies significant changes in data patterns.

- Purpose: Proactively alerts to trends or anomalies.

profiles,
 Profiles refer to different sets of configurations and settings within a web analytics tool, such as
Google Analytics.
 Profiles are used to segment and analyze data based on specific criteria.

1. Definition:

- Individual configurations or views within a web analytics tool.

2. Purpose:

- Segment and analyze data based on specific criteria.

3. Configuration:

- Have unique settings, filters, and goals for tailored analysis.

4. Examples of Profile Criteria:

- Geographic location, Mobile vs. Desktop, Internal vs. External Traffic.

5. Filtering and Segmentation:

- Apply filters to include or exclude specific data for focused analysis.

6. Reporting and Analysis:

- Switch between profiles to view and compare different sets of data.

7. Creating Profiles:

- Typically done within the administration or settings section of the analytics tool.

8. Limitations:

- Evolution in terminology; some tools use "Views" for similar functionality.

tracking,
Tracking in web analytics involves monitoring and collecting data on user interactions with a website
or application. Here are key points about tracking in web analytics:

1. Definition:

- Monitoring and recording user activities and behaviors on a website or app.

2. Data Collection:

- Involves gathering information on pageviews, clicks, conversions, and other user interactions.

3. Tools:

- Utilizes tracking tools like Google Analytics, Adobe Analytics, or other analytics platforms.

4. Implementation:

- Requires adding tracking codes or tags to website pages or app elements to collect data.

5. User Behavior:

- Tracks how users navigate, engage with content, and interact with features.

6. Conversion Tracking:

- Measures the completion of specific goals or actions, such as form submissions or purchases.

7. Event Tracking:

- Monitors specific user interactions, like clicks on buttons, video views, or downloads.

8. E-commerce Tracking:

- Captures data related to online sales, including transaction details and product performance.
9. Custom Variables:

- Allows the tracking of additional custom data, such as user demographics or preferences.

10. Real-Time Tracking:

- Provides immediate insights into user activities as they happen.

11. Cross-Device Tracking:

- Follows user interactions across multiple devices for a seamless analysis.

12. Privacy Considerations:

- Raises concerns regarding user privacy, leading to the implementation of consent mechanisms
and compliance with data protection regulations.

report
Reports in web analytics are crucial for understanding website performance, user behavior, and the
effectiveness of marketing efforts.

1. Definition:

- Summarized presentations of data and insights derived from web analytics tools.

2. Types:

- Include audience reports, acquisition reports, behavior reports, and conversion reports.

3. Audience Reports:

- Provide insights into user demographics, interests, and behaviors.

4. Acquisition Reports:

- Focus on the sources of website traffic, including organic search, paid search, and referrals.

5. Behavior Reports:

- Analyze user interactions with site content, pageviews, and navigation patterns.

6. Conversion Reports:

- Highlight goal completions, e-commerce transactions, and other conversion-related metrics.

7. Custom Reports:

- User-generated reports tailored to specific metrics and dimensions.

8. Dashboards:

- Customizable displays of key metrics and visualizations for quick insights.

9. Real-Time Reports:

- Provide immediate data on current website activity.

10. Exporting and Sharing:

 - Typically offer options to export reports or share them with others.

11. Periodic Analysis:

- Regularly reviewed to track performance trends and make data-driven decisions.

Unit-3:
Introduction to R &Rstudio
Introduction to R,
 R is a popular programming language used for statistical computing and graphical
presentation.
 Its most common use is to analyse and visualize data.
 It is a great resource for data analysis, data visualization, data science and machine learning
 It provides many statistical techniques (such as statistical tests, classification, clustering and
data reduction)
 It is easy to draw graphs in R, like pie charts, histograms, box plot, scatter plot, etc++
 It works on different platforms (Windows, Mac, Linux)
 It is open-source and free
 It has a large community support
 It has many packages (libraries of functions) that can be used to solve different problems
 R does have a print() function available if you want to use it.
 Comments starts with a #

installing R & R studio,

R:

1. Download R:

- Visit the R Project website: https://www.r-project.org/.

- Click on "Download R" and choose a CRAN mirror.

- Download the appropriate version for your operating system.

2. Install R:

- Run the installer and follow the on-screen instructions.

- Accept the default settings unless you have specific preferences.

RStudio:

1. Download RStudio:

- Visit the RStudio download page: https://www.rstudio.com/products/rstudio/download/.

 - Choose the free version compatible with your operating system.

2. Install RStudio:

- Run the installer for RStudio and follow the installation instructions.

- RStudio automatically detects the installed R version.

3. Open RStudio:

- Once installed, open RStudio to start working with R.

Now, you have both R and RStudio installed on your system, ready for statistical computing and data
analysis.

data types,
 Variables can store data of different types, and different types can do different things.
 In R, variables do not need to be declared with any particular type.
 Basic data types in R can be divided into the following types:
 Numeric:
- Represents numeric values (integers or decimals).
- Example: (10.5, 55, 787)
 Integer:
- Represents integer values.
-Example: (1L, 55L, 100L, where the letter "L" declares this as an integer)
 Complex:
- Represents complex numbers.
- Example: (9 + 3i, where "i" is the imaginary part)
 Character (a.k.a. string):
- Represents text strings. Enclosed in quotes (`"` or `'`).
- Example: ("k", "R is exciting", "FALSE", "11.5")
 Logical (a.k.a. boolean):
- Represents Boolean values (`TRUE` or `FALSE`) indicating logical conditions.
- Example: (TRUE or FALSE)
 Factor:
- Represents categorical variables with levels. Useful for statistical modeling.
- Example: gender <- factor(c("Male", "Female", "Male", "Female"))
 Date and Time:
- Represents date and time values.
- Example: today <- as.Date("2023-01-01")
 Lists:
- Ordered collections of elements that can be of different data types.
- Example: my_list <- list(1, "text", TRUE)
 Vectors:
- One-dimensional arrays that can hold elements of the same data type.
- Example: numeric_vector <- c(1, 2, 3, 4, 5)
  Matrices:
- Two-dimensional arrays with rows and columns. All elements must be of the
same data type.
- Example: my_matrix <- matrix(c(1, 2, 3, 4, 5, 6), nrow = 2, ncol = 3)
 Arrays:
- Multi-dimensional arrays with more than two dimensions.
- Created using the `array()` function.
 Data Frames:
- Tabular data structures with rows and columns. Columns can be of different data
types.
- Example: my_data_frame <- data.frame(Name = c("Alice", "Bob", "Charlie"),
Age = c(25, 30, 22),
Score = c(95, 88, 75))

variables,
Variables are containers for storing data values.
R does not have a command for declaring a variable.
A variable is created the moment you first assign a value to it.
To assign a value to a variable, use the <- sign.
To output (or print) the variable value, just type the variable name.

Naming Conventions or Rules for R variables are:

A variable name must start with a letter and can be a combination of letters, digits, and
underscore (_).
A variable name cannot start with a number or underscore (_)
Variable names are case-sensitive (age, Age and AGE are three different variables)
Reserved words cannot be used as variables (TRUE, FALSE, NULL, if...)
Use descriptive names that convey the meaning of the variable.
The primary operator for assigning values to variables in R is `<-` (less-than and hyphen). You
can also use `=` for assignment, although `<-` is more commonly used.

Examples:

 Numeric or Character Variable:

```R

age <- 25 or name <- "John"

print(age) or print(name)

```

loops,
 Loops can execute a block of code as long as a specified condition is reached.
 Loops make code more readable.
 R has two loop commands:
 While loops - Repeats as long as a specified condition is true.
  for loops - Iterates over a sequence or vector.

While Loops -
With the while loop we can execute a set of statements as long as a condition is TRUE:

While Loop Syntax:

```R

while (condition) {

# Code to be executed

```
Example -

i <- 1

while(i<6){

print(i)

i <- i + 1

For Loops -
A for loop is used for iterating over a sequence:

For Loop Syntax:

```R

for (variable in sequence) {

# Code to be executed

```
Example -

for (x in 1:10) {

print(x)

Nested Loops -
It is also possible to place a loop inside another loop. This is called a nested loop:
Example -
adj <- list("red", "big", "tasty")
fruits <- list("apple", "banana", "cherry")
 for (x in adj) {
for (y in fruits) {
print(paste(x, y))
}
}

functions,
 A function is a block of code which only runs when it is called.
 You can pass data, known as parameters, into a function.
 A function can return data as a result.
 To create a function, use the function() keyword.
 To call a function, use the function name followed by parenthesis.

Syntax:

```R

function_name <- function(arg1, arg2, ...) {

# Code to be executed

return(result)

```

- function_name: Name of the function.

- arg1, arg2, ...: Arguments or parameters that the function accepts.

- return(result): The value or object that the function returns.

Example
my_function <- function() {
print("Hello World!")
}
my_function()

Built-in Functions:

R comes with a rich set of built-in functions for various purposes, such as mathematical operations,
statistical calculations, data manipulation, and more.

User-Defined Functions:

Users can create their own functions tailored to specific needs, enhancing code modularity and
reusability.

vectors,
 A vector is simply a list of items that are of the same type.
  To combine the list of items to a vector, use the c() function and separate the items by a
comma.
 Example -
fruits <- c("banana", "apple", "orange")
fruits
 To find out how many items a vector has, use the length() function:
 Example -
fruits <- c("banana", "apple", "orange")
length(fruits)

lists,
 A list in R can contain many different data types inside it.
 Elements can be numeric, character, logical, vectors, or even other lists.
 A list is a collection of data which is ordered and changeable.
 To create a list, use the list() function:
 You can access the list items by referring to its index number, inside brackets.
 The first item has index 1, the second item has index 2, and so on:
 Example -
thislist <- list("apple", "banana", "cherry")
thislist Or thislist[1]
 To find out how many items a list has, use the length() function:
 Example -
thislist <- list("apple", "banana", "cherry")
length(thislist)

arrays,
 Definition:
- Multidimensional data structures holding elements of the same data type.
- Compared to matrices, arrays can have more than two dimensions.
 Creation:
- We can use the array() function to create an array, and the dim parameter to specify the
dimensions:
-Example: my_array <- array(c(1, 2, 3, 4), dim = c(2, 2))`
 Dimensions:
- Can have multiple dimensions (rows, columns, and more).
- Example - `matrix_array <- array(1:6, dim = c(2, 3))`
 Indexing:
- Accessed using indices for each dimension.
-Example: `element <- my_array[1, 2]`
 Data Types:
-Elements can be numeric, character, logical, etc.
 Operations:
- Supports element-wise operations and functions.
- Example: `double_array <- my_array * 2`
 Length:
- Number of elements in an array obtained using `length()` function.
- Example: `array_length <- length(my_array)`

factors,
Factors are used to categorize data.
Examples of factors are:
- Demography: Male/Female
- Music: Rock, Pop, Classic, Jazz
- Training: Strength, Stamina
To create a factor, use the factor() function and add a vector as argument:
Example -
music_genre <- factor(c("Jazz", "Rock", "Classic", "Classic", "Pop", "Jazz", "Rock", "Jazz"))
music_genre
Output -
[1] Jazz Rock Classic Classic Pop Jazz Rock Jazz Levels: Classic Jazz Pop Rock
Levels:
- Represents unique categories within the factor.
- To only print the levels, use the levels() function
Example -
music_genre <- factor(c("Jazz", "Rock", "Classic", "Classic", "Pop", "Jazz", "Rock",
"Jazz"))
levels(music_genre)
Output -
[1] "Classic" "Jazz" "Pop" "Rock"
Ordering:
- Factors can be ordered or unordered.
- Ordered factors have a meaningful sequence.
- Example: `temperature <- factor(c("Low", "Medium", "High"), ordered = TRUE)`
Labeling:
- Levels can have labels for more descriptive categories.
- Example: `status <- factor(c("Good", "Bad"), labels = c("Positive", "Negative"))`

data frames,
 Data Frames are data displayed in a format as a table.
 Data Frames can have different types of data inside it.
 Each column can be of a different data type (numeric, character, factor, etc.).
 However, each column should have the same type of data.
 Use the data.frame() function to create a data frame.
 Example -
Data_Frame <- data.frame (
Training = c("Strength", "Stamina", "Other"),
Pulse = c(100, 150, 120),
Duration = c(60, 30, 45)
 )
Data_Frame

charts & graphs

 R offers various libraries for creating a wide range of charts and graphs.
 Popular ones include `ggplot2`, `base`, `lattice`, and more.
Types of Charts and Graphs in R Programming:

1. Scatter Plots: - Visualize relationships between two continuous variables.

2. Line Charts: - Display trends in data over a continuous interval.

3. Bar Charts: - Represent categorical data with rectangular bars.

4. Histograms: - Depict the distribution of a single variable.

5. Boxplots: - Illustrate the distribution of a dataset and highlight outliers.

6. Pie Charts: - Display proportions of a whole using slices of a circle.

7. Heatmaps: - Present data in a matrix format with color-coded values.

8. 3D Plots: - Represent data in three dimensions for a more immersive view.

9. Treemaps: - Display hierarchical data as nested rectangles.

10. Bullet Graphs: - Show progress toward a specific goal, often used in dashboards.

Plot
 The plot() function is used to draw points (markers) in a diagram.
 The function takes parameters for specifying points in the diagram.
 Parameter 1 specifies points on the x-axis.
 Parameter 2 specifies points on the y-axis.
 At its simplest, you can use the plot() function to plot two numbers against each
other:
 Example
Draw one point in the diagram, at position (1) and position (3):
plot(1, 3)
Line Graphs
 A line graph has a line that connects all the points in a diagram.
 To create a line, use the plot() function and add the type parameter with a value of
"l":
 Example
plot(1:10, type="l")
Bar Charts
  A bar chart uses rectangular bars to visualize data.
 Bar charts can be displayed horizontally or vertically.
 The height or length of the bars are proportional to the values they represent.
 Use the barplot() function to draw a vertical bar chart.
 Example
x <- c("A", "B", "C", "D")
y <- c(2, 4, 6, 8)
barplot(y, names.arg = x)
Pie
 A pie chart is a circular graphical view of data.
 Use the pie() function to draw pie charts:
 Example
x <- c(10,20,30,40)
pie(x)
ggplot2
 ggplot2 is a system for declaratively creating graphics, based on The Grammar of
Graphics.
 An advanced data visualization package in R for creating static, dynamic, and
interactive plots.
 ggplot2 allows to build almost any type of chart, including scatter plots, bar charts,
histograms, boxplots, and more.
 It can greatly improve the quality and aesthetics of your graphics.
 ggplot2 [library(ggplot2)] is a plotting library

Unit-4:
Web Analytics Using R
Integrating Google Analytics with R,
1. Install Package:

install.packages("googleAnalyticsR")

2. Load Package:

library(googleAnalyticsR)

3. Authenticate:

- Set up a Google Cloud project and obtain API credentials.

- Authenticate using your credentials.

4. Query Data:
 ga_data <- google_analytics(viewId = "your_view_id",

date_range = c(Sys.Date() - 7, Sys.Date()),

metrics = "sessions")

5. Analyze & Visualize:

library(ggplot2)

ggplot(ga_data, aes(x = date, y = sessions)) +

geom_line() +

labs(title = "Sessions Over the Last 7 Days")

6. Scheduled Reporting:

- Optionally, set up automated reporting using cron jobs or RStudio Connect.

Different Packages for Google Analytics in R:

 googleAnalyticsR:
- Comprehensive package for interacting with the Google Analytics Reporting API.
- Supports data retrieval, exploration, and reporting.
- GitHub: [googleAnalyticsR](https://github.com/MarkEdmondson1234/googleAnalyticsR)

 googleAuthR:
- Core authentication package for many Google APIs, including Analytics.
- Handles OAuth 2.0 authentication flow.
- GitHub: [googleAuthR](https://github.com/MarkEdmondson1234/googleAuthR)

 googleAnalytics:
- Another package for interacting with the Google Analytics Reporting API.
- Provides functions for querying data and creating reports.
- GitHub: [googleAnalytics](https://github.com/deanmarchiori/googleAnalytics)

 gt:
- Useful for creating interactive tables and visualizations of Google Analytics data.
- GitHub: [gt](https://github.com/rstudio/gt)

 googleAnalyticsR:
- Wrapper around the Google Analytics API.
- Simplifies data retrieval and analysis.
- GitHub: [googleAnalyticsR](https://github.com/MarkEdmondson1234/googleAnalyticsR)
R Google Analytics package,
 RGoogleAnalytics is a R Wrapper around the Google Analytics API.
 It allows fast and easy data extraction in R so that further statistical analysis can be run on
the dataQuerie

Key features

 Provides Access to v3 of the Google Analytics Core Reporting API

 QueryBuilder Class to simplify creation of API Queries
 Supports authorization via OAuth 2.0

Installation

 To get the current released version from CRAN:

 install.packages("RGoogleAnalytics")

Dependencies

 RCurl handles all the API Requests and Responses

 rjson is used to convert the JSON Responses delivered by the Google Analytics API into R
Objects
 lubridate handles the date manipulation logic underlying Query Partitioning

google API authentication,

 Google API authentication is the process of proving the identity of an application or user to
access Google APIs (Application Programming Interfaces).
 Google APIs, including services like Google Analytics, Google Drive, and Google Calendar,
require proper authentication to ensure secure access to user data and services.

Here are key points regarding Google API authentication:

1. API Key:

- Simplest form of authentication.

- Used for accessing public data or services not requiring user-specific information.

- Limited to read-only access for most APIs.

2. OAuth 2.0:

- Standardized protocol for authorization.

- Provides secure and delegated access to user data.

- Commonly used for accessing user-specific services, such as Google Analytics.

3. Service Account:

- Used for server-to-server communication where no user is involved.

- Typically used in scenarios where an application needs access to its own resources.
4. Client ID and Client Secret:

- Part of the OAuth 2.0 authentication process.

- Used to identify and authenticate the client (application) making API requests.

5. Access and Refresh Tokens:

- OAuth 2.0 tokens used for authentication.

- Access Token: Grants access to specific resources for a limited time.

- Refresh Token: Used to obtain a new access token when the original expires.

6. Authorization Scopes:

- Define the level of access the application is requesting.

- Users grant permission based on requested scopes.

7. API Console:

- Google Cloud Console provides a central place to manage API projects and credentials.

- Create and manage API keys, OAuth client IDs, and service accounts.

8. Security Considerations:

- Keep API keys, client IDs, and client secrets secure.

- Follow best practices for handling credentials, especially in production environments.

extracting data,
 It refers to the process of retrieving, collecting, and obtaining data from various sources
within a web analytics context.
 Involves gathering information from websites, mobile apps, social media platforms, and
other online channels.
 Utilizes web analytics tools, services, and platforms to extract relevant data.
 Involves techniques such as web scraping, API calls, log file analysis, and tracking pixels.
 Extracted data may be in formats like CSV, JSON, or structured databases.
 Types of Data To be Extract
Structured data: Structured data has a defined schema.
Unstructured data: Unstructured data refers to data without a defined schema and can
include data from web pages, emails, text, video, and photos.
 Types of data that are commonly extracted include:
Customer Data
Financial Data
Use, Task, or Process Performance Data

dimensions and metrics,

Metric

- A metric is a number.a metric can be a Count (a total) or a Ratio (a division of one number by
another).
 - Metrics are quantitative measurements representing specific aspects of user behavior or
website performance.
- Example: Pageviews, Sessions, Bounce Rate, Conversion Rate.
- Numerical and measurable.
- Typically standalone values.
- Provide quantitative insights and performance indicators.

Examples -

- Pageviews: Number of pages viewed.

- Conversion Rate: Percentage of visits resulting in a goal completion.

Dimension

- A dimension is, typically, an attribute of the Visitor to your website.or Dimensions are
attributes of your data.
- Qualitative attributes or descriptors that provide context to your data.
- Examples: Page, Source/Medium, Device Category, Country.
- Often categorical and descriptive.
- Can be hierarchical (e.g., Region > Country > City).
- Used to segment and analyze data.

Examples:

- Source/Medium: Where traffic originates.

- Device Category: Type of device used (desktop, mobile, tablet).

users,
 Users represent individuals who visit and interact with a website or application.
 Every new user gets a unique ID that’s stored in their browser cookie, which lets Google track
and identifies their sessions.
 Users are analyzed based on their behavior, interactions, and engagement with the website.
 Key Metrics:
- New Users: Individuals visiting for the first time.
- Returning Users: Individuals who have visited before.

visitors,
 Visitors are individuals who access a website or application.
 Visitors may refer to the number of unique sessions initiated by users.
 Represents unique individuals, often identified by cookies.
 New Visitor − The visitor who is coming to your website for the first time.
 Returning Visitor − The visitors who have already visited your page earlier.

page views,
  A page view is a metric in web analytics that counts the total number of times a particular
page is viewed or loaded by users.
 OR Number of times a page is viewed.
 A page is viewed when a page of your website is loaded by the browser.
 Repeated views of a single page are counted.

data from mobile browsers,

 Information and metrics collected from users accessing a website or application via mobile
web browsers.
 Includes sessions, page views, bounce rate, and conversion rate specific to mobile users.
 Differentiates between smartphones and tablets for tailored insights into user preferences.
 Analyzes how well the website adapts to various screen sizes and orientations for optimal
mobile experience.

page performance,
 Evaluation of how web pages perform in terms of speed, user interactions, and overall user
experience.
 Includes metrics like page load time, time to first byte (TTFB), and rendering speed.
 Page performance directly influences user satisfaction and engagement.
 Website performance measures how quickly the pages of a website load and display in the
web browser.

site search,
 Site search refers to the functionality on a website that allows users to search for specific
content, products, or information within the site.
 It is a critical feature for enhancing user experience, enabling visitors to quickly find relevant
information without manually navigating through the site.
 Enhances user experience by tailoring content, improving navigation, and addressing user
needs more effectively.
 Includes search query data, popular searches, click-through rates, and refinements for
continuous optimization.
 Informs content strategy, boosts conversion rates, and ensures that users find relevant
information efficiently.

types of visitors to a site,

 New Visitor − The visitor who is coming to your website for the first time.
 Returning Visitor − The visitors who have already visited your page earlier.
 Engaged Visitor - Visitors who spend a significant amount of time on the site, view
multiple pages, and interact with content.
 Bounce Visitors - Individuals who land on a single page and leave the site without
further interaction.
 Conversion Visitor - Visitors who complete a desired action or goal on the site, such as
making a purchase, filling out a form, or subscribing
 Social Media Referral Visitor - Visitors who arrive at the site by clicking on links shared
on social media platforms.
 Organic Search Visitors - Visitors who find the site through search engine results without
clicking on paid advertisements.
 Direct Traffic Visitors - Visitors who directly enter the website's URL into the browser or
use bookmarks to access the site.
 Research Visitors - Visitors conducting research or gathering information before making
a decision.
 Feedback and Review Visitors - Visitors who actively provide feedback, reviews, or
comments on the site.
 Anonymous Visitors - Visitors who browse the site without creating an account or
providing personal information.
 Inactive or Dormant Visitors - Individuals who were once active but haven't visited the
site for an extended period.
 Mobile Visitors - Users accessing the site through mobile devices like smartphones or
tablets.
 Desktop Visitors - Individuals accessing the site from desktop computers or laptops.

data visualization,
 Data visualization is the graphical representation of information and data using charts,
graphs, maps, and other visual tools.
 It is used for analyzing complex data, identifying patterns, and extracting valuable insights
 These visualizations allow us to easily understand any patterns, trends, or outliers in a data
set.
 data visualization can also be used as a reporting tool.
 Used in diverse fields such as business, finance, healthcare, and science to communicate
insights effectively.

Types of Data Visualization

Charts and Graphs -
-Line Charts- Connects data points with lines, emphasizing trends and patterns over a continuous
interval.,

-Bar Charts--Displays data using rectangular bars, where the length of each bar corresponds to the
value it represents.,

-Pie Charts- Represents data in a circular graph, divided into slices to illustrate proportionate
contributions.,

-Scatter Plots- Displays individual data points on a two-dimensional graph, helpful for showing
correlations.
Maps -
- Geographic maps, Heatmaps, Choropleth maps.
Infographics -
- Visual representations combining text, images, and icons.
Tables and Matrices -
- Organized data in tabular form for quick reference.
Dashboards -
- Integrated displays of multiple visualizations for comprehensive analysis.

Tools for Data Visualization

Popular Tools -
- Tableau, Microsoft Power BI, Google Data Studio, Excel, D3.js (for custom visualizations).
Programming Libraries -
- Matplotlib, Seaborn, Plotly (for Python), ggplot2 (for R).

benefits of data visualization,

 Easily sharing information.
 Interactively explore opportunities.
 Visualize patterns and relationships.
 helps people translate complex data into a visual context
 Visualized Data Is Processed Faster
 Increase the speed of decision making
 Identifies errors and inaccuracies in data quickly.
 It promotes storytelling and conveys the right message to the audience.
 Access real time information and assist in management functions.
 Optimize and instantly retrieve data via tailor-made reports.
1. Clarity - Simplifies complex data, making it easier to understand and interpret.

2. Insight Discovery - Reveals patterns, trends, and relationships that may be hard to discern in raw
data.

3. Efficient Communication - Facilitates quick and effective communication of insights to diverse

audiences.

4. Decision Support - Empowers decision-makers by providing visual cues for informed decision-
making.

5. Memorability - Visuals are often more memorable than raw data, aiding in retention and recall.

6. Interactivity - Allows users to interact with data, explore details, and customize views for deeper
understanding.

7. Impactful Storytelling - Enhances storytelling by creating a compelling narrative through visual

elements.

8. Time-Saving - Accelerates data analysis, reducing the time required to draw meaningful
conclusions.

9. Identifying Outliers - Quickly identifies anomalies and outliers within datasets.

10. Real-Time Monitoring - Enables real-time monitoring and tracking of key metrics for timely
interventions.

11. Accessibility - Makes data accessible to a broader audience, regardless of technical expertise.
12. Comparisons - Facilitates easy comparisons between different data points, aiding in
benchmarking and performance evaluation.

generating different graphs from web data

To generate different graphs from web data, you can follow these general steps:

1. Data Collection:

- Obtain the web data you want to visualize. This can be done by web scraping, using APIs, or
downloading datasets.

2. Data Cleaning:

- Clean and preprocess the data to ensure it is in a format suitable for analysis. Handle missing
values, duplicates, and outliers.

3. Data Analysis:

- Use a programming language like Python (with libraries such as Pandas) or R to perform
exploratory data analysis (EDA). Understand the characteristics and patterns in the data.

4. Choose Visualization Tools:

- Select the appropriate data visualization tools or libraries based on your preferred programming
language. Common tools include:

- Python:

- Matplotlib

- Seaborn

- Plotly

- Bokeh

- R:

- ggplot2

- Plotly

- Shiny (for interactive web applications)

5. Select Graph Types:

- Choose the types of graphs that best represent your data and support your analysis. Common
types include:

- Line Charts

- Bar Charts

- Pie Charts

- Scatter Plots

- Heatmaps
 - Treemaps

- Box-and-Whisker Plots

- Network Graphs

6. Create Visualizations:

- Use the chosen tools to create visualizations based on your selected graph types. Customize the
visuals to enhance clarity and understanding.

7. Embed or Share:

- Depending on your needs, you can embed the generated graphs in a website or share them
through various platforms.

Unit-5:
Usability and Conversion
User Experience (UX),
User Experience (UX) refers to the overall experience that a person has when interacting with a
product, service, system, or digital interface, encompassing aspects of usability, accessibility, and
satisfaction.

 Elements:
-Encompasses usability, accessibility, visual design, navigation, and emotional impact.
 Usability:
-Focus on making products easy to use and efficient in achieving user goals.
 Accessibility:
- Ensures inclusivity, making products usable by people of diverse abilities.
 Visual Design:
-Aesthetics and appeal contribute to the overall user perception.
 Feedback and Response:
- Timely feedback and responsive interactions enhance user satisfaction.
 Information Architecture:
-Organizes information intuitively, facilitating easy user understanding.
 Consistency:
-Maintains a cohesive design language for a seamless user experience.
 Emotional Design:
-Considers the emotional impact, aiming for positive user feelings.
 User Empathy:
- Understands and addresses user needs and preferences.
 Iterative Improvement:
- Involves continuous testing and refinement for ongoing enhancement.
 Cross-Platform Consistency:
- Ensures a uniform experience across different devices and platforms.
 Performance:
-Optimizes speed and efficiency to provide a seamless user interaction.
 User Journey:
- Examines the complete user experience from initial awareness to post-interaction.

Usability,
Usability refers to the extent to which a product, system, or interface can be used by specified users
to achieve specific goals effectively, efficiently, and with satisfaction.

 Key Elements:
- Involves ease of use, learnability, memorability, error prevention, and user satisfaction.
 Efficiency:
- Focuses on the speed and effectiveness with which users can accomplish tasks within the
system.
 Effectiveness:
- Measures the accuracy and completeness with which users achieve their goals.
 Learnability:
-
Examines how easily users can understand and navigate the system, especially for first-time
users.
 Memorability:
- Assesses how well users can remember how to use the system after an initial learning
period.
 Error Prevention:
-Aims to reduce the occurrence of errors and provides clear paths for error recovery.
 User Satisfaction:
- Gauges the overall satisfaction and comfort users experience when interacting with the
product.
 Task Success:
-Measures the percentage of tasks users complete successfully without errors.
 User Feedback:
-Collects user feedback through testing, surveys, and observations to identify usability issues.
 Consistency:
-Ensures a consistent design and interaction pattern across the system.
 User Empowerment:
-Enables users to achieve their goals independently and without unnecessary complexity.
 Accessibility:
-Addresses the inclusivity of the design, ensuring that users with diverse abilities can easily
use the system.
 Usability Testing:
- Involves real users performing tasks to identify challenges and areas for improvement.

differences between UX and usability,

 UX Usability

1. Definition:

- UX (User Experience):

- Encompasses the overall emotional, psychological, and experiential aspects of a user's

interaction with a product or service.

- Usability:

- Focuses specifically on the effectiveness, efficiency, and satisfaction with which users can achieve
their goals within a system.

2. Scope:

- UX:

- Broader in scope, considering emotional impact, aesthetics, and the entire user journey.

- Usability:

- Specific focus on ease of use, learnability, and task efficiency.

3. Elements:

- UX:

- Encompasses usability but extends to include emotional design, brand perception, and holistic
user satisfaction.

- Usability:

- Primarily concerned with the effectiveness, efficiency, and learnability of the system.

4. Time Frame:

- UX:

- Considers the entire user journey, from initial awareness to post-interaction reflection.

- Usability:

- Focuses more on the immediate interaction and task completion within the system.

5. Emotional Impact:

- UX:

- Includes emotional aspects, aiming for positive user feelings and overall satisfaction.
 - Usability:

- Emphasizes task success and error prevention, with less focus on emotional elements.

6. Learnability:

- UX:

- Includes learnability but also extends to how easily users can adapt to changes over time.

- Usability:

- Specifically measures how quickly users can learn to use the system initially.

7. User Satisfaction:

- UX:

- Measures overall user satisfaction and sentiment throughout the entire experience.

- Usability:

- Gauges satisfaction specifically related to task success and system efficiency.

8. Subjectivity:

- UX:

- More subjective and influenced by users' emotional responses and perceptions.

- Usability:

- Can be more objectively measured through metrics like task success rates and completion times.

In essence, usability is a component of UX, focusing on specific aspects of task-oriented interaction,

whereas UX considers the broader and more subjective aspects of the overall user experience.

principles of website usability and UX,

1. Clarity:

- Usability: Clear navigation.

- UX: Understandable design.

2. Consistency:

- Usability: Maintain design consistency.

- UX: Create a cohesive experience.

3. Simplicity:

- Usability: Simplify elements.

- UX: Strive for simplicity.

4. Efficiency:

- Usability: Optimize task flows.

 - UX: Enhance task efficiency.

5. Feedback:

- Usability: Provide immediate feedback.

- UX: Guide users with feedback.

6. Accessibility:

- Usability: Ensure broad accessibility.

- UX: Prioritize inclusivity.

7. Learnability:

- Usability: Easy to learn.

- UX: Foster a learnable environment.

8. Visual Hierarchy:

- Usability: Establish clear hierarchy.

- UX: Direct attention effectively.

9. User-Centric Design:

- Usability: Prioritize user needs.

- UX: Adopt a user-centric approach.

10. Loading Times:

- Usability: Optimize loading times.

- UX: Ensure swift interactions.

11. Mobile Responsiveness:

- Usability: Design for mobile.

- UX: Seamless across devices.

12. Aesthetics:

- Usability: Functionality over aesthetics.

- UX: Blend aesthetics with functionality.

13. User Feedback and Testing:

- Usability: Gather feedback regularly.

- UX: Conduct usability testing continually.

testing UX,
Testing UX involves evaluating and assessing various aspects of the user's interaction with a product,
service, or system to ensure a positive and effective user experience. This process helps identify
usability issues, understand user preferences, and refine the design for optimal satisfaction.

1. Usability Testing:

- Purpose: Assess ease of task completion.

- Method: Observe real users interacting with the system.

2. User Feedback Surveys:

- Purpose: Collect opinions and satisfaction levels.

- Method: Administer surveys for user insights.

3. A/B Testing:

- Purpose: Compare design variations.

- Method: Users interact with different versions to identify effectiveness.

4. Remote User Testing:

- Purpose: Gather insights remotely.

- Method: Users test the product from different locations.

5. Card Sorting:

- Purpose: Understand information categorization.

- Method: Users organize content into categories.

6. Heatmaps and Click Tracking:

- Purpose: Visualize user interactions.

- Method: Track clicks and generate heatmaps.

7. Prototyping Testing:

- Purpose: Evaluate interactive prototypes.

- Method: Users interact with prototype designs.

8. Eye Tracking:

- Purpose: Identify focal points.

- Method: Track users' eye movements during interaction.

tools for usability testing,

 UserTesting:
-Features: Remote testing, video recordings.
 Optimal Workshop:
- Features: Card sorting, tree testing.
 Crazy Egg:
-Features: Heatmaps, user recordings.
 Lookback:
-Features: Live interviews, remote testing.
 UsabilityHub:
- Features: Five-second tests, preference tests.
 Morae:
- Features: Screen recording, task analysis.
 UserZoom:
-Features: Remote unmoderated testing, benchmarking.
 Hotjar:
- Features: Heatmaps, session recordings.
 PingPong:
- Features: Unmoderated testing, video recordings.
 PlaybookUX:
-Features: Remote testing, interviews.
 Userlytics:
- Features: Remote testing, competitor benchmarking.
 Helio by ZURB:
-Features: Concept testing, usability testing.
 Loop11:
-Features: Online testing, task analysis.
 Userfeel:
-Features: Remote testing, video feedback.
 Usabilla:
- Features: Visual feedback, surveys.

introduction to conversion,
 Definition: Transformation of a website visitor into a customer or lead.
 Objectives: Varied, including purchases, form submissions, and sign-ups.
 Metrics: Measured by the Conversion Rate (%).
 Examples: E-commerce purchases, form submissions, video views.
 Optimization: Involves improving website usability and calls-to-action.
 Insights: Analyzing conversion data provides valuable user behavior insights.
 Key Metric: Conversion Rate = (Conversions / Total Visitors) * 100.

conversion optimization,
 Definition: Improving the website to increase the percentage of visitors who take a desired
action.
 Goals: Enhance user experience and encourage specific actions (e.g., purchases, sign-ups).
 Process: Iterative approach involving testing, analysis, and refinement.
 Key Strategies:
- A/B Testing: Compare variations to identify the most effective.
 - User Feedback: Gather insights directly from users.
- Optimize Calls-to-Action: Make them clear and compelling.
 Metrics: Focus on Conversion Rate (%).
 Continuous Improvement: Ongoing efforts to adapt to changing user behavior and market
trends.
 Tools: Utilize analytics, heatmaps, and user testing tools for data-driven decisions.

SEO,
Search Engine Optimization (SEO) is a digital marketing strategy and practice aimed at enhancing a
website's visibility and ranking on search engine results pages (SERPs). The primary objective is to
increase organic (non-paid) traffic by optimizing various elements to align with search engine
algorithms.

Key Components of SEO:

 On-Page SEO:
 Content Optimization: Creating high-quality, relevant, and keyword-rich content.
 Title Tags and Meta Descriptions: Crafting compelling and keyword-focused meta elements.
 URL Structure: Creating clean, readable, and keyword-inclusive URLs.
 Header Tags: Proper use of H1, H2, H3 tags to structure content.
 Off-Page SEO:
 Backlink Building: Acquiring high-quality and relevant backlinks from reputable websites.
 Social Signals: Engaging in social media to amplify content and brand visibility.
 Online Reputation Management: Monitoring and managing online reviews and mentions.
 Technical SEO:
 Website Speed: Optimizing loading times for better user experience and search ranking.
 Mobile Optimization: Ensuring a responsive design for mobile devices.
 Crawlability: Making the website easily crawlable for search engine bots.
 SSL Certificate: Implementing secure (HTTPS) connections for improved trust.
 Local SEO:
 Google My Business: Optimizing GMB profiles for local businesses.
 Local Citations: Ensuring consistent NAP (Name, Address, Phone) information across
directories.
 Local Content: Creating content relevant to the local audience.

SEO Process:

 Keyword Research:
- Identifying relevant keywords based on search volume, competition, and user intent.
 Competitor Analysis:
- Evaluating competitors to understand their strategies and identify opportunities.
 On-Page Optimization:
- Implementing on-page elements like title tags, meta descriptions, and content optimization.
 Off-Page Optimization:
- Building high-quality backlinks, engaging in social media, and managing online presence.
 Technical Optimization:
 - Improving website speed, ensuring mobile optimization, and addressing crawlability issues.
 Content Creation:
- Developing valuable, relevant, and shareable content for the target audience.
 Monitoring and Analysis:
- Using analytics tools to track website performance, keyword rankings, and user behavior.

Benefits of SEO:

 Increased Visibility:
 Higher rankings lead to increased visibility and exposure on search engines.
 Traffic Growth:
 Improved rankings result in more organic traffic to the website.
 Credibility and Trust:
 Websites appearing at the top are often perceived as more trustworthy.
 Cost-Effectiveness:
 Organic traffic from SEO is free, reducing reliance on paid advertising.
 Better User Experience:
 SEO practices often improve overall website usability and user experience.

SEO Challenges:

 Algorithm Changes:
 Search engines regularly update algorithms, impacting rankings.
 Competition:
 High competition for popular keywords can make ranking challenging.
 Technical Complexity:
 Technical SEO requires continuous adaptation to evolving standards.
 Results Timeframe:
 SEO is a long-term strategy, and results may take time to materialize.

SEO Trends:

 Core Web Vitals:

Emphasis on user experience metrics like page speed, interactivity, and visual stability.
 Mobile-First Indexing:
Prioritizing mobile-friendly websites in search rankings.
 Voice Search Optimization:
Adapting content for voice-activated search queries.
 E-A-T (Expertise, Authoritativeness, Trustworthiness):
Focus on content quality and credibility.

SEO Tools:

 Google Analytics:
Tracks website traffic and user behavior.
 Google Search Console:
 Provides insights into website performance on Google.
 SEMrush, Ahrefs, Moz:
Tools for keyword research, backlink analysis, and competitor research.
 Yoast SEO, Rank Math:
WordPress plugins for on-page optimization.

CRO,
 CRO stands for Conversion Rate Optimization
 CRO in web analytics focuses on improving the percentage of website visitors who take a desired
action.
 This action, known as a conversion, could include making a purchase, submitting a form, signing
up for a newsletter, or any other predefined goal.

Key Components:

- User Experience Analysis

- A/B Testing

- Call-to-Action Optimization

- Data Analysis

Process:

- Identify Goals

- User Journey Analysis

- Hypothesize Changes

- Testing

- Data Analysis

- Iterative Improvement

Benefits:

- Increased Conversions

- Better User Experience

- Data-Driven Decisions

- Cost-Efficiency

conversion trends,
 Personalization: Tailoring user experiences based on preferences.
 AI Integration: Using AI for analytics and personalized content.
 Voice Search Optimization: Adapting for voice-activated search queries.
 Video Content Optimization: Leveraging engaging and optimized video content.
 Mobile-First Conversion: Prioritizing mobile user experiences.
 Core Web Vitals Emphasis: Focusing on user experience metrics.
  Cross-Device Tracking: Seamless tracking across multiple devices.
 Social Commerce: Integrating e-commerce features on social media.
 Sustainability and Ethics: Aligning with eco-friendly and ethical practices.
 Interactive Experiences: Incorporating quizzes, AR, VR, and gamification.
 Progressive Web Apps (PWAs): App-like experiences on the web.
 Conversion Rate Personalization: Customizing goals for different audience segments.
 Minimalistic Design: Streamlining design for clarity and impact.
 Social Proof: Emphasizing testimonials and user reviews for credibility.

web & customer exit survey,

Web Exit Survey: A web exit survey is a questionnaire presented to website visitors who are about to
leave a site. It aims to gather feedback on their experience, understand reasons for leaving, and
identify areas for improvement.

- Purpose: Gather feedback from leaving website visitors.

- Timing: Triggered when a user is about to exit.

- Questions: Short, focused queries on user experience.

- Design: User-friendly, visually appealing.

- Analysis: Data used to identify areas for improvement.

Customer Exit Survey: A customer exit survey is similar but specifically targets customers who are
ending their relationship with a service or product. It helps businesses understand why customers
churn and provides valuable feedback for retention strategies.

- Purpose: Understand reasons for customer churn.

- Timing: Sent after a customer terminates a service or subscription.

- Questions: Focus on reasons for leaving, satisfaction levels.

- Follow-Up Actions: Implement changes based on feedback.

- Goal: Enhance customer experience and retention.

CRO services
 Website Analysis

- Conducting a comprehensive analysis of the current website, including user experience, navigation,
and conversion paths.

 User Behavior Analytics:

- Utilizing tools to track and analyze user behavior, including click-through rates, bounce rates, and
conversion funnels.

 A/B Testing:

- Designing and implementing A/B tests to compare variations of web elements and determine the
most effective for conversion.
 Call-to-Action (CTA) Optimization:

- Improving the design, placement, and messaging of calls-to-action to encourage user interaction.

 Landing Page Optimization:

- Optimizing landing pages for relevance, clarity, and compelling calls-to-action.

 Performance Monitoring:

- Monitoring website performance, including page load times, to ensure optimal user experience.