Analytics Summary

Owned by Joy Brunetti
Sept 18, 2019
3 min read

www.sandiego.edu/peace

Research

Previous Milestones

Pre-2016

Old Website

09/28/16

Version 1 - site launch

07/24/17

Version 1.5 - new feature area

Background

  • Pre-2016, site was /peacestudies/

Email Responses from Marketers

  • Currently, the Kroc School uses Google Analytics sparingly. Occasionally, we check high-level information such as number of visitors to our site overall within a given time period, or to a particular page. This year (2019-2020), we have a dedicated marketing goal related to Web 2.0:

  • Improve website appearance and functionality through leadership of web 2.0 process with USD Institutional Marketing and Web Team

  • Tied to that is a goal of increasing overall site visitors to the Kroc School site year over year.

  • We do not report on page metrics with regularity at this time.

  • As new programs launch or gain momentum, such as Impact:Peace, we check on how visits to the page evolve over time and coincide with marketing pushes (emails, social media, events, etc).

  • At this time, there is no particular data we need your help with, although I would be interested to learn what other USD Schools are tracking and if/how you are helping them. Can you share this information back with us for reference?

  • Yes, data comparison between the old side (current site?) and redesigned site (Web 2.0 site?) will be useful, particularly tied to understanding whether we have made the user's experience through the site more valuable, engaging, and effective for achieving their goal and ours. To the extent we can be included in user testing, we would appreciate that!

Possible things to analyze

  • general data

    • audience breakdown by demographic

      • age groups

      • gender

      • location

    • referral traffic comparison

      • direct URL

      • organic search

      • email marketing

    • what is the typical busy period for the site?

    • bounce rate

    • exit rate

    • top pages

  • comparison of metrics before/after key milestones

  • who are the primary audiences?

    • what devices do they use?

    • what pages are they going to?

    • etc

  • Kroc School specific

    • homepage event tracking (implemented 3/14/19)

      • impact filter

        • topic clicked

        • clicks within topic

Resources

Summary/Findings

  • general data

  • Snapshot (Off-Campus) (01/01/2018-12/31/2018) vs. prev. year 

    • audience breakdown by demographic

      • Age Groups (Off-Campus) 

        • 25-34 accounted for 14,207 sessions (33.1%)

        • 18-24 accounted for 9,241 sessions (21.5%)

        • 35-44 accounted for 7,875 sessions (18.3%)

        • 45-54 accounted for 5,637 sessions (13.1%)

        • 55-64 accounted for 3,664  sessions (8.5%)

        • 65+ accounted for 2,308 sessions (5.4%)    

      • gender

        • Female: 30,521 

        • Male: 22,275 sessions 

      • March 2019 vastly outperformed all other months, driving 37,727 sessions to the website.

  • Top 5 locations (city) slide 2:

    • San Diego: 27,240 sessions

    • Los Angeles: 4,248 sessions 

    • New York: 1,855 sessions 

    • Washington: 1,657 sessions 

    • Chula Vista: 1,283 sessions 

  • Top 5 Locations (Global) slide 3:

    • United States: 73,685 sessions 

    • Mexico: 1,997 sessions 

    • India: 1,801 sessions

    • Pakistan: 944 sessions 

    • Canada: 944 sessions

  • Referral Sessions slide 4

    • Referral Type:

      • Organic: 45.8%

      • Direct (none): 33.4%

      • Referral: 13%

      • CPC: 7.1% 

  1.  

    • Referral Source:

      • Google: 46,377 sessions

      • (direct): 32,711 sessions

      • m.facebook.com: 4,646 sessions

      • facebook: 3,163 sessions

      • facebook.com: 1,382 sessions

  •  Sessions by Age: 

    • 18-24 and 25-34 year old segments had more users than any other segment. The 35-44 year old segment was #3 largest segment. 

  • Sessions by Device Type:

    • Desktop users: 58,257

    • Mobile: 36,184

    • Tablet: 3,469

  • Slide #5 + 6: Audience Comparison

    • 25-34 year old users comprised the largest audience segment with 14,207 sessions. They averaged 2.69 pages/session and their average session duration was 2:37.

    • 18-24 year olds were responsible for 9,753 sessions. They averaged 2.55 pages/session and their average session duration was 2:27.  

  • Slide #7 (landing and exit pages)

    • Top pages were /peace/ and /peace/programs/ pages. /peace/ and /peace/programs/ pages are also some of the top exit pages. 

  • Slide #8 - User Traversal

    • '/peace/' and '/peace/programs/' amongst the top landing and exit pages. '/peace/' is the most popular landing page with 40,993 pageviews between July 24, 2018 - July 24, 2019. 

  • Slide #9 - Page Traffic

    • When comparing July 24, 2018 - July 24, 2019 against the previous year, January 2019 was by far the busiest month, driving 37,727 sessions to the website. January 7, 2019 - January 13, 2019 was also the busiest week within January, driving 22,666 sessions to the Peace website. 

  • Kroc School Home Page Performance (slide 11)

    • Home Page performance: 

      • Lots of instances in which the 'landing page' was also the 'exit page'. 

        • For instance, lots of users who landed on '/peace/' were also exiting on '/peace/'

        • There was a 7.7% improvement in the 'avg. time on page' for males between 18-34 years old.

  • Kroc Home Page Event Tracking (slide 12) 

  • Clicks to 'Social Justice and Human Rights'

    • MA in Peace and Justice was responsible for the most 'clicks'. There were 161 clicks recorded for clicks the to MA in Peace and Justice.

    • JD/MA in Peace and Law was responsible for 87 events

    • Women Peacemakers was responsible for 83 events. 

  • Clicks to 'Topic Selected'

    • 'Social Innovation' was responsible for 115 clicks

    • 'Social Justice and Human Rights ' was responsible for 90 clicks 

    • Border and Migrant Issues was responsible for 69 clicks

  • Female users were responsible for the majority of events.