Urchin 5.5 – Web Analytics Product Review - Client Parameters Report and the Urchin Campaign Tracking Module
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The Client Parameters report requires that you place the UTM code on each of the page headers of your site. This allows Urchin to report on such attributes as screen resolution, screen colors, languages, Java, Time zones and JavaScript version information.
The first report you see below is the screen resolution report. How often do you ask yourself, if I were to do a redesign what size screen should the layout conform to? Most people just go with the standard 800X600 resolution. Yet, with this tool you are able to be more creative.
The "Screen Colors" report is a nifty report that tells you whether your visitors have a 1 bit to 32 bit screen color settings. The languages report details the browser and computer language set by your Web site visitors, which helps you answer the question, should I make my content available in other languages? The Java Enabled report tells you the percentage of visitors that have Java enabled. The time zone report gives you information as to the visitor's time zone settings and the JavaScript report tells you the JavaScript version information.
The Urchin Campaign Tracking Module
That covers all the reporting available within the base Urchin license. It is powerful, easy to use and extremely useful information. The next reporting section discusses the new Urchin Campaign Tracking Module (CTM). I have not yet used all the features within this module, but the CTM can be an incredible asset for any Web business looking to increase conversion rates through the use of metrics. The CTM is powerful enough to breakdown by sub campaign how well you are doing in dollars and in goal conversions. If you do an email campaign, you can track how well the different links in the email campaign convert. In addition you can track organic and paid search engine traffic and much more.
The screen below is the Campaign Tracking Module's Overview, which gives you an idea of how successful your campaigns are within a specified time period. The campaign tracking on the Search Engine Roundtable Weblog is not set up to work with the e-commerce module. If it were, there would be information on sales conversion rates, average response value, return on investment and overall transactions as well as revenue and cost figures. The report below gives you a summary and overview of what is contained within the module.
The next screen is named "Goal Results." Here you have the ability to track how successful you are in accomplishing your goals on your Web site. A goal can be a click, a form submission, a procedure or something else. In my example, I set a goal to be each time someone clicked on the comments link in the blog. By clicking on the arrow to the left of the goal, you can see which sources of traffic bring you to the leading amount of goal completions. This figure gives you the ability to treat one traffic source with more care then another traffic source, or to supplement the word "care" with "dollars".
I will now venture to the "Lead Sources" section of the CTM and click on "Acquisition". You will see that each section within the CTM has subsections of acquisition, quality, conversion and cost breakdown. Each of these sections provides a different look at the data, helping you make the most informed decisions about your traffic. The acquisition subsection of Lead Sources gives you a break down of lead source by click, impressions, new leads, click through rates and percentage of new leads. You can then click on the information to break down the details even further by Lead Source.
The "Quality" subsection details the information listed by Lead Source but provides clicks, pageviews, sessions, depth and a loyalty factor. Loyalty measures visitor interest by calculating the average number sessions per visitor (per click). The more visitors return to your site, the higher the loyalty factor. Loyalty is calculated as Sessions divided by Clicks. These figures demonstrate to you the quality of the lead sources.
The "Conversion" subsection here shows the conversion in terms of goal conversions. By viewing this chart I can see that the Google organic Lead Source converts at 4.5% whereas the RustyBrick lead source has zero goal conversions. This information is used to see which Lead Sources you should allocate your marketing budget to. If the e-commerce module was turned on for this site, you would see transaction numbers and sales conversion percentages.
The last subsection "Cost Breakdown" does not have any information for a non-e-commerce site. If the e-commerce module were on, this section would enable you a look at the return on investment for those lead sources. The columns would contain the number of clicks, revenue, cost, ROI and average value, which is the average revenue per click and is calculated as Revenue divided by Clicks.
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