The Metrics of Web Analytics: Event

The Metrics of Web Analytics
Foundational and Visitor Characterization Metrics

Web analytics are the basis of all websites used today. They enable the process of “analyzing the behavior of visitors to a web site” and create the data which then increases informed company decisions (Reed College of Media, 2018). These analytics have become helpful in more ways than expected. Analytics provide businesses with the opportunity to “attract more visitors, retain or attract new customers for goods or services, or to increase the dollar volume each customer spends” (Reed College of Media, 2018). When looking at analytics as a whole, there are a variety of options that companies can filter and report on. Each of these analytics, however, can be broken down into a handful of categories including foundational, visit characterization, visitor characterization, engagement, and several others. Each category supplies its own imperative information, but each category is also different in the metrics and data that it provides. Two specific metrics within these categories are detailed below, including event and repeat visitor metrics.

Event

            Foundational metrics are what one would expect. This category of metrics provides the foundation, or basis, for the additional categories. Without it, the other categories would not make sense, or be possible. Foundational, also known as building block, metrics can also be referred to as critical as they are so in the reporting process (Web Analytics, 2008). Examples of the most common foundational metrics include page, page view, visits (or sessions), unique visitors, and an event (Reed College of Media, 2018). From this list, one can see why these metrics are termed foundational. In order to create and report use cleaning data, page views, sessions, and unique visitors are essential pieces of the puzzle upon which visitor experience, engagement and visit experience are built. Foundational metrics, as a whole, focus on customer behavior (Kaushik, 2010). This allows for a deeper understanding to take place beyond the initial clicks and views which is imperative to the overall analytical objective.

            One particular foundational metric that is important to identify and understand clearly is the event metric. An event is a “logged or recorded action that has a specific date and time assigned to it” (Reed College of Media, 2018). Meaning that any action that a visitor takes on a site will be identified as an event. This knowledge is significant, as events are what often trigger important decisions to be made about the layout and design of a website. Events, or actions, are the activity that companies want viewers to complete and are therefore often of utmost significance. Understanding the analytics needed to accurately represent events taking place is essential in presenting and recapping foundational web analytics and consequentially making online-based business decisions.

            An example of a successful event metric strategy and result, would be a high conversion rate of event RSVPs and then attendees. Most businesses and organizations hold events, whether they be online, or in person, at some point in time. In order to invite people to said occasion, an invite, email, or ad, would need to be created and implemented. By asking people to RSVP for the detailed activity, the business is asking customers to complete an event by clicking on, or completing the RSVP link. A measurement of the number of customers who click on the RSVP link, or complete this event, in comparison to the number of customers whom actually show at the activity, is a sure way to measure the success of this particular web metric and how productive it ended up being for the company. Proving and providing an ROI for any web metric, takes the meaning of the analytic to the next level and associates a numerical value with it. Numerical values and real-life examples are then more easily understood by all stakeholders involved in a company or organization.