Web stats
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Web analytics tools like access logs, JavaScript-based solutions, and web bugs can provide information about web activity, but all have limitations. Access logs record actual interactions but are impacted by bots and caching. JavaScript-based solutions rely on browser capabilities and settings and may not record all interactions. Both are affected by differing user behaviors. It's important to understand the limitations of the analytic method used and maintain skepticism of results, as the metrics may not precisely measure activity due to various issues like one-directional links and bot traffic.
Web stats
- 1. Web stats
- 2. The most important thing to know There are numerous ways to statistically report on web activity And …
- 3. Web Statistics They all suck
- 4. They suck ● Not really, but you need to be aware of some limitation ● And know the chosen method’s limitations ● And be careful what you ask of your stats ● And maintain a healthy skepticism of results
- 5. Web stats You never know exactly what they are measuring
- 6. Measurement problems ● Spider (aka ‘bots’) skew data heavily ● Caching, ajax, and differing browsing behavior (click vs back forward) skew as well
- 7. Additional problems ● The web is a one-way medium ● Links go one way ● Ted Nelson (originator of Project Xanadu) has been highly critical of this aspect of the web
- 8. To sum up ● If you’re looking at one system over time ○ a healthy skepticism of the numbers is wise ● If you’re looking at two different systems and comparing their numbers ○ don’t even bother
- 9. Overview ● Types of analytics ● What each type is good for ○ and their limitations ● Practical examples and tips
- 10. Types ● Web server access logs ● Javascript-based solutions ● Web bugs
- 11. Access logs ● Records actual interactions and requests ● Note that these requests are recorded in a one-way fashion ● Can provide server-centric information (server errors, complete user-agent info, IP) as well
- 12. Access logs ● Far less likely to be blocked by: ● User settings or legal mandate ● Turning off Javascript ● Disabling cookies (either first party of third party) ● European countries increasingly hostile to information collection by US companies
- 13. Access Logs ● Configurable ● Won’t go away ○ You own the data ● But these logs give you everything ● Aforementioned bots can really mess with logs ○ So-called ‘spider-traps’ an extreme example
- 14. Access Logs ● As much as I hate to say it, this stuff is probably obsolete ● Wheelwrights Shop
- 15. Javascript-based ● Uses a js file to record interactions ● Less reliable but can offer different info about remote computer and, sometimes, user
- 16. Differences between js-based systems ● Not all js-based analytics are the same ● Hosted vs third party ● Open vs proprietary
- 17. Javascript-based ● Uses a js file to record interactions ● Less reliable but can offer different info about remote computer and, sometimes, the visitors.
- 18. Javascript-based ‘less reliable’ meaning: ● They rely on technological capabilities and settings of the viewers browser ● Not all interactions are recorded ● But this is potentially a good thing
- 19. Javascript-based ● Spiders almost universally won’t be counted by js-based systems ● Generally easy to set up ● Often have built-in integration with other products (advertisement networks and shopping carts.)
- 20. Javascript-based Also: Often no need to do anything to receive new features and upgrades
- 21. Javascript-based Hosted vs service ● Hosted: ○ Installing the system on a local machine and collected data stays local ● Third party service: ○ Data collected and housed by them
- 22. Self-hosted JS Pros: ● More easy to customize ● Generally easier to share (no need to sign up for 3rd party service) ● If open source, you can tweak to your needs ● Less likely to be blocked
- 23. Third party Pros: ● Typically easy to set up ● Built-in integrations with other products ● Generally no need to do anything to receive upgrades/new features
- 24. Tips: Google ● Sometimes it’s difficult to find the screen with the desired information ● Analytics support site is very helpful here ● Secondary dimensions are very cool
- 25. Google ● FYI: switching to a new type of GA account ○ so these labels might not be 100% correct in a week
- 26. Google The basics Audience: who the users are Acquisition: Where they come from Behavior: Where they go on the site
- 27. Google Behavior > Site content > All pages ● List of most frequently visited pages Audience > Technology > Browser & OS ● List of browser used to access site ○ Also notice “Primary Dimension” options ● Acquisition > Keyword > Organic ○ Note the large percentage of “(not provided)”
- 28. Exporting from Google ● Under page title option to export the currently viewed report ● Select format from dropdown
- 29. More advanced stuff ● Custom variables ● Custom segments ● These are user-defined and can be quite powerful
- 30. Pwik ● Similar to Google Analytics ● But self-hosted ● And Open Source ○ Can be extended ○ Has a development roadmap
- 31. Pwik Some benefits of Pwik ● Far less likely to be blocked ○ By user settings or legal mandate (EU) ● Configurable ● Won’t go away
- 32. Pwik Page Views: ● Actions > Pages Site Traffic by hour ● Visitors > Times
- 33. Pwik Many other reports ● Generally laid out nicely and intuitively labelled