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MIS 424
Professor Sandvig
WHO IS USING YOUR WEBSITE?
Overview
 Why Analytics?
 Two major approaches:
 Server logs
 Google Analytics
Why Analytics
 Analytics:
 “the science of analysis”
 Web analytics:
 Analyzing how visitors use your web site
Why Analytics?
 Is your site receiving traffic?
 How do visitors get your site?
 Search engine?
 Which one?
 Keywords used?
 Which page do visitors land on?
 Which pages did they view?
 Link from other site?
 Direct (bookmark, type url, etc.)
Why Analytics
 More questions…
 How long did visitors stay?
 Which page did they leave from?
 How did they navigate your site?
 Did they buy anything?
Web Analytic Approaches
 Two approaches:
1. Server Logs
 Log of every request to the web server
2. Google Analytics
 JavaScript embedded in every web page of site
 Sends information to Google
Server Logs
 Information about every request is logged
 Time of request
 Type of request (Get or Post)
 Requesting domain
 Requested page
 Referring URL
 KB data transferred
 Status code
 200 successful
 404 page not found
Server Logs
 Logs are very detailed
 Image requests
 CSS files
 JavaScript files
 favicon.ico
 Search engine bot traffic
 Items not found
 Etc.
Server Logs
•Logs created by IIS
Server Logs
Server Logs
 Typically read with Log Analysis Software
 Example: AWStats
Server Logs
 Advantages
 Extremely detailed
 See failed requests
 Attempts to break into server
 Disadvantages
 Difficult to read
 Software give statistical information
 Little information about how visitors use site
Google Analytics
 Add snippet of JavaScript to page
 User’s browser sends info to Google
 AJAX
 Free
 Very popular
 Example:
 Sandvig CBE web pages
 Google Analytics report
Google Analytics
 Advantages
 Free
 Detailed information about site usage
 Google AdWords integration
 Disadvantage
 Server Administrator
 Only see successful page loads
 No security breach info
 Less detail
Summary
 Typically use both methods
 Google Analytics
 Site design, usability
 Search Engine Optimization
 Server Logs
 Security
 404 errors
 Search engine spider traffic