Web & Social Media Analytics


  • Martin de Saulles


If you are responsible for your organisation's or department's website then you should be using some form of analytics tracking software to measure who is visiting the site and what they are looking at. If you or your organisation have a public-facing website then its purpose is to promote something or, at the very least, engage with a target audience at some level. There are some basic things you need to know if you wish to evaluate the effectiveness of your site:

How many unique individuals are looking at your web pages for any given time period?
Geographically, where do these individuals come from?
Which pages of your website are the most popular?
How long are people spending on your site?
What are the most popular landing pages and exit pages on your site?
Which other sites are referring visitors to your site?
How much traffic to your site is coming from search engines?