Introduction to Piwik
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A lecture that I held at the University of Applied Sciences and Arts Hanover, Germany.
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Introduction to Piwik
- 1. Piwik Exercise New Media and Technology
- 2. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Agenda Web Traffic Web Analytics Tools Piwik Demo Exercises Seite 2
- 3. Web Traffic New Media and Technology
- 4. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Accessing a Web Resource Seite 4 Web Analytics Tool Clean & SummarizeRaw Web Log Action & Conversion Pages Consideration Pages Landing Pages Other Referrers Social Media Banner Ads Search Engines Direct Traffic
- 5. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Web Traffic Logs Seite 5
- 6. Web Analytics Tools New Media and Technology
- 7. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Web Analytics Landscape Seite 7
- 8. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Terminology • Metric / Measure • Dimension • Action • Campaign • Goal Seite 8
- 9. Piwik Demo New Media and Technology
- 10. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Piwik Demo Open: http://demo.piwik.org Seite 10
- 11. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Piwik Dashboard Seite 11 Main Menu Top Bar Site Selector
- 12. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Select a Date Range Seite 12
- 13. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 A Look at a Piwik Report Seite 13 Display simple table with main metric Display table with more metrics Display goals information about this metric Display a bar chart Display a pie chart Display tag clouds Export the data Save the graph as an image Configure the report’s data
- 14. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Dashboard & Widgets More than 30 widgets available 1. Open the widget menu 2. Click widget name 3. Move it to the designated position Seite 14
- 15. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Change Dashboard Layout Change dashboard layout: 1. Open Widgets & Dashboard menu 2. Select Change dashboard layout 3. Select the proper layout Seite 15
- 16. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Creating and Customizing a New Dashboard • Dashboards are used for different purposes • One could be used to track sources of traffic (campaigns, websites, keywords) • Another one to track users behavior (top pages, engagement, time on site) Seite 16
- 17. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Graphs (Data Visualization) • Oftentimes, several metrics are important in a given report • Option to choose different metric • Or: several at once Seite 17
- 18. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Metrics Visits Unique visitors Average time on Web site Bounce rate Actions Actions per visit Maximum actions in one visit Visits with conversions Page views Unique page views Downloads Unique downloads Outlinks Unique outlinks Average generation time Searches Unique keywords Conversions Conversion Rate Revenue Seite 18
- 19. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Flattening Reports • Hierarchies are used frequently • Option to flatten these hierarchies Seite 19
- 20. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Detailed Historical Report About any Data Point (1/2) Analyze historical values for a specified row: 1. Hover mouse on any row 2. Click graph icon Seite 20
- 21. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Detailed Historical Report About any Data Point (2/2) Compare several months together: 1. Shift-click graph icons 2. Click the last graph icon Seite 21
- 22. Exercises New Media and Technology
- 23. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exercise 1: Bounce Rate Seite 23 • Visitor Metric 1. Show the bounce rate evolution of last 3 months 2. Filter to “Logged in Users”
- 24. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exercise 2: Exit Rate Seite 24 • Actions Tab 1. Find lowest exit rate 2. Analyze transitions
- 25. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 Exercise 3: Conversion Rate Seite 25 • Goals Tab 1. Plot the total revenue per user registration of 2013 (plot each month)
- 26. Hochschule Hannover Fakultät IV Michael Olschimke New Media and Technology May 9, 2014 References • http://trungngo.com/marketing/top-5-landing-page-analytics-kpis-every-marketer-should-know/ • http://www.mezzolabs.co.uk/2013/10/web-analytics-landscape-infographic/ • https://www.flickr.com/photos/52491842@N08/5262055290/ • http://piwik.org/docs/piwik-tour/ • d Seite 26