web analytics

As website analytics play a bigger and bigger role within businesses when it comes to making key decisions and looking at their marketing activity online, digital reports are becoming a vital asset.  But what should a good digital report include?

Ideally, your digital report should be broken down into three main sections: website, social and competitor analysis.  There is no set in stone, must have, list for what needs to be included within a digital report, however we have made a few suggestions!  Check out our list below…

Top 10 website analytics to include in your next digital report

1. Website Traffic Count & Top line Metrics

Your website section should kick off with a summary of the top line stats for the reporting period.  Key web analytics to include in this section, and probably a must for most businesses, would be total visits (or sessions) count and total page views.  You might then want to include other top line information such as details on the device types visitors are using (mobile, tablet or desktop), how much time they spend on average on the site, as well as how many pages a visitor will view on average.

2. Website Traffic Sources

Once you have divulged the top line stats, you might want to add a little more detail to the website section of the report and add more about where that traffic came from – website traffic sources.  Not all traffic sources need to be included, but certainly the key ones to look at include: top referral sites, organic search and top key search terms used, and finally if you are doing any social media marketing taking a quick look at social sources would be a good idea too.

3. Website Top Landing Pages

So by now, the website section of the report is beginning to tell your story; you have outline the current performance of your website, you have discovered where those visits are coming from (perhaps due to your marketing efforts on other channels) and now you might want to find out what they are looking at – your top landing pages.

Taking a look at your top landing pages will allow you to see what type of audience you have, what types of content they prefer and if they are looking at the relevant information that you want them to look at.  From all of the above, you will now be able to make an educated decision when it comes to looking at what improvements you might want to make to your website.

4. Social Media Fan Counts & Top Line Metrics

As with the website section, your social media section of your report should really kick off with the top line metrics too.  This helps to provide a bench mark to look back on in the future when calculating things such as growth rates.  Key web analytics that you might want to include are:

  • Follower counts
  • Fans gained this period
  • Number of posts pushed this period
  • Total interactions this period (likes/comments/shares/mentions/retweets etc.)
  • Channel growth rate
  • Interaction and response rates

5. Top Posts

To get an idea of what type of content is working well for your brand, you should key an eye on what might be perceived as your top posts – the most liked/engaged posts on your channels.  There are two ways that you might want to look at this, top posts for this report period, top posts year to date.  Providing an insight into your top posts year to date gives you a benchmark to work towards in other reporting periods – for example your posts for this period might not have done so well, you can then use the top post year to date as an example as to what does work well and compare the differences, then learn from these insights.

6. Top Times for Engagement

Taking a look at the best times and days for post engagement helps you to understand when fans might be online and interacting with content so that you can catch them when they are most active.  By posting at these key times, you will find that this helps to increase your post engagement rate.

7. Investment

If you are putting money behind page promotions or posts, you should certainly be monitoring what you are getting for your money to ensure that you are not throwing it away.  This is probably a key feature to include if you need to report back on budget spending and ROI to your boss!

8. Competitors Overview

By looking at your competitor’s performance you not only provide your self with realist goals to achieve but you can learn from their marketing efforts too.  It never a bad idea to learn from others mistakes and achievements especially when it comes to your competition – you could save your self a lot of time and money.  Be careful not to copy though.  Use what they have done right as a model to learn from and interpret it into your own brand personality to create a message that is right for your audience.

9. Industry Fan Distribution Overview

By looking at where your competitors and industry’s fans socialise online you can build a better strategy, putting perhaps more focus on those channels which have the most return.  Never neglect other platforms though where you have built a fan base – social media platforms are not owned by you and therefore you have no control, they could go down tomorrow so putting all your ‘eggs in one basket’ so to speak is not a good idea.

10. Key Metrics Radars

Key metrics radars when used with web analytics taken from your competition provide a level playing field style analysis, no matter the total fan count, to see where brands are winning and loosing.  From these types of charts, you can see if a brand engagement levels are low compared to fan count, potentially suggesting that the brand might have bought most of their fans and actually are not doing as well as you might first think.

Can We help?

Collective Industries helps brands and businesses across the globe keep track, monitor and review their digital marketing performance on a regular basis.  From simple benchmark reports, tracking your brands top line stats, to fully comprehensive digital marketing and brand positioning reports, exploring in depth insights into your performance as well as how you sit against your competitors online – whatever your requirement, we can build and design a bespoke report solution to suit.  For more information about our digital marketing reports and analytics services please contact our team today or read more here

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