Analytics Summary
Research
Previous Milestones
Pre-2016 | |
---|---|
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%
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.