Web & Social Analytics

Tracking and measuring web and social media analytics

Your business cannot survive without an online presence in today's digital world. As a result, 70% of small- and medium-sized businesses are investing more on their online presence and 96% use social media channels as the main component of their marketing strategy. But having an online presence is not enough. Analysing your customers’ activity on these online and social media channels and using that data effectively is critical for businesses. Web and social media analytics tools can help you monitor and track your online presence and align it with your business goals.* But what are some of the major web and social media analytics metrics you need to track? Let’s look at them.


Ten web analytics metrics to track

There are a bunch of web analytics metrics that you can track. Google Analytics alone offers a gamut of metrics that can be overwhelming and confusing as to where to start. However, these metrics help you understand how the website is performing, how long users are staying on the website, what are the top-performing content pieces, what are the pain points the users are experiencing, and so on. To distinguish the signal from the noise, here are a few web analytics metrics to consider.

  1. Acquisition channels: Track where your visitors are coming from — social media channels, search engines, advertisements and paid search campaigns, or direct channels.
  2. Bounce rate: Measure how quickly visitors are leaving your website. Ideally, a lower bounce rate indicates better website performance.
  3. Keywords: Find out what keywords the visitors searched to reach your website and improve your SEO performance.
  4. Landing page: Monitor which page the visitor first logs on when he/she browses your website. This can help you identify the most-visited page on your website.
  5. Exit Pages: Identify the visitor’s departure point by monitoring exit pages. This can help you identify and strengthen the least-visited pages if the bounce rate on these pages is high.
  6. Conversions: Conversions refer to the actions completed by a visitor on your website. This can refer to anything from visiting your key page or submitting a form to downloading content or making a purchase on your website.
  7. Customer lifetime value: Calculate and track revenue per user to estimate the customer lifetime value (through repeat or multiple purchases) to meet your revenue-related KPIs.
  8. Unique visitors: Although tracking the total number of visitors can be beneficial, monitoring unique visitors can provide you with insights about the number of individuals that have visited your site for the first time. This can offer you valuable information about the reach and appeal of your website.
  9. User demographics: Learning about the key demographics of your visitors — such as gender, age, or location — can help you ensure your website is reaching its target audience.
  10. User interests: Track the topics that interest your visitors, such as product categories they are shopping for or the type of content consumed, to tailor your website content to your customers’ interests and expectations.

Ten social media metrics to track

What is your ROI on social media campaigns? How active is your brand on social media? Is your engagement rate high? Is your social media strategy helping your business reach its goals? Social media metrics are crucial to answering all these questions. It uses data to analyse the impact of your social media marketing. To make tracking metrics easy, here’s a list of 10 critical social media metrics to consider.

  1. Engagement: Track your social media engagement by measuring the number of followers, follower growth, likes, comments, and shares.
  2. Clicks: See how many people are clicking on your posts. This can also offer you insights into how much traffic your website is gaining from social media channels.
  3. Reach: Measure how many people you reach or how many impressions your posts make. You cannot get engagement without reach.
  4. Hashtag performance: Measure how much engagement your hashtag is receiving and trending to determine whether or not you have the right hashtag combination for your business.
  5. Best time of the day to post: Track and measure the best time of the day for posting content when your target audience is online and a competitor's post would not foreshadow your post. Measure which posts are performing better at what time of the day to get the best out of your posts.
  6. Biggest sources of traffic: See which social media channel is diverting most traffic to your website and focus on your biggest source of traffic.
  7. Conversion rate: After clicking on your post, see how visitors engage with your website and complete the intended action. More clicks and a high bounce rate are the combinations you should avoid.
  8. Social media mentions: Measure your brand awareness by tracking who is talking about you and engage with them for better social media performance.
  9. Brand sentiment: Measuring and tracking brand sentiment online can help you understand whether your customers have a positive, negative, or neutral perception about your brand. Although it is necessary to reach out to happy customers, you must engage with customers who harbour negative sentiments and assist them with their issues.
  10. Revenue: Calculate the revenue generated by your social media channels by tracking conversions. Understanding and assessing your social media ROI can help you improve your social media presence.

How can Infosys BPM help?

Infosys BPM Web and Social Media Analytics services can help your business dive deep into unstructured online data and generate actionable insights to serve your customers better. Analyse your customers’ online activity, buying patterns, and mindset to solve your business-critical questions and enhance your customers’ online journey by understanding their behaviour, experience, and sentiments. With services like social and web reporting, hyper-automated social media analytics solutions, and social bot seeker, stay on top of your web and social media analytics metrics and stay competitive by tracking your brand’s online presence.

*For organisations on the digital transformation journey, agility is key in responding to a rapidly changing technology and business landscape. Now more than ever, it is crucial to deliver and exceed on organisational expectations with a robust digital mindset backed by innovation. Enabling businesses to sense, learn, respond, and evolve like a living organism will be imperative for business excellence going forward. A comprehensive, yet modular suite of services is doing exactly that. Equipping organisations with intuitive decision-making automatically at scale, actionable insights based on real-time solutions, anytime/anywhere experience, and in-depth data visibility across functions leading to hyper-productivity, Live Enterprise is building connected organisations that are innovating collaboratively for the future.


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