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MIS 424Professor Sandvig
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