View all posts: Analytics

View all posts: Analytics
Senior Digital Analyst
Analytics

Is Bounce Rate Still Important?

Now, I know those words will sound pretty blasphemous in digital-marketing and analytics circles because we’re all taught that bounce rate is one of the most important indicators of website performance.

But is that still true? Is bounce rate as relevant to website performance as it was only a few years ago?

Well, let’s back up and talk about the definition of bounce rate: Google says bounce rate is “the percentage of single-page sessions (i.e. sessions in which the person left your site from the entrance page without interacting with the page.)”

That’s actually two definitions in one. The first part, “percentage of single-page sessions,” means the percentage of visits where the user visited only one page on the site and then left the site. But that second part, about...

Senior Digital Analyst
Analytics

Your New Enemy: Referral Spam, In All Its Many and Annoying Forms

There’s a new villain in town for site owners and analysts: Referral Spam. It’s not even really that “new:” Referral spam, including ghost referrer spam, began showing up in analytics platforms last fall.

Back then, you may have seen this in your site’s Google Analytics account as referral traffic from Semalt.com or Darodar.com. This traffic went to your homepage and had horrific engagement metrics: high or non-existent bounce rate, 0:00 average time on site, less than 1 page viewed per visit.

No problem. Just add a new filter to your Google Analytics view to exclude these couple of referrals, and you’re all set, right?

Unfortunately, no....

Digital Media Supervisor
Analytics
Technology

Goodbye Flash, Welcome HTML 5!

What’s all this buzz about HTML5? Starting in September 2015, an updated version of the Chrome browser will be intelligently pausing content that is considered not central to the webpage (i.e. digital display ads). On July 13, Firefox decided to follow suit, with not so much of a warning, by announcing that all versions of Flash will be blocked immediately. In both instances, a Plugin Power Saver will require users to click on a play button before viewing display banners. As a result, users will be required to click Flash creatives a second time before they are redirected to the advertiser’s landing page – which is not good for digital advertising performance. These announcements have accelerated the switch to HTML5 and made it imperative that all advertisers understand the urgency, benefits and next steps.

...

Senior Digital Analyst
Analytics

Goodbye, Google Webmaster Tools. Hello, Google Search Console!

In the announcement, Google said the term “webmaster” doesn’t apply to all of those who use Webmaster Tools to monitor, maintain and improve the presence of their websites in Google search engine results. It wanted the service’s name to welcome all website owners, SEOs, marketers and more.

With the new name comes new search tools, such as the Search Analytics report. This report will eventually replace the Search Queries report in Webmaster Tools … err Search Console. (So hard to break old habits!)

The Search Queries report became invaluable after Google...

Senior Digital Analyst
Analytics

Google Analytics Rolls Out Benchmarking Reports

Google Analytics is in the process of introducing a new feature that will allow marketers and analysts to see how their site matches up against others in their industry. Google announced the Benchmarking reports last week, making them available to accounts that agreed to share their data anonymously in their account settings.

Benchmarking reports aren't really "new" to Google Analytics: They were part of the analytics interface from 2008 to 2011 before being phased out. Now they're back and promising to show site owners how they stack up against their competition. According to Google, "Analytics users can now compare their results to peers in their...