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Analyses 4 – Referrer Analyses

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Please note that Mapp Intelligence was named "Webtrekk Analytics" until February 2020. We work on substituting the old name by the new one. However, it may happen that descriptions still contain "Webtrekk Analytics". The content of the document is up to date.

This training chapter shows the analysis of referrer information, which is measured automatically by Webtrekk.

You can download this training chapter as PDF file here.

Content:

1. Overview

Referrer analyses allow the following questions to be answered:

  • From which websites do your customers access the page?
  • Which search phrases are used?

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Campaign analyses and configuration are introduced in other training chapters.

2. Where does the Information come from?

The source of the visits is retrieved by the Webtrekk pixel from the referrer.

Disclosure of the referrer in the Firefox plugin "HttpFox":

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To exclude referrers from Webtrekk analysis, they must be denoted in the Webtrekk pixel. The respective own domain should be listed there.

3. Referrer Types

Webtrekk differentiates various types of referrers:

Types

Origin

Search Engines

All known search engines (e.g. Google, Yahoo)

Social Media Sources

All social media referrers entered in the marketing configuration
(e.g. Facebook, LinkedIn)

Other Sources

Any other referrers, neither search engines nor social media referrer.
(e.g. Blogs, private websites)

No Referrer

No referrer recorded
(e.g. direct entry via the URL, browser bookmark, newsletter access without webmailer)

 

Entering the social media referrers:

"Webtrekk Q3 > Configuration > Marketing Configuration > Social Media Referrer"

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4. Entry Referrers and Referrer Analyses

Webtrekk provides two methods for analysing referrers:

  • Entry referrer analyses
    Shows the referrer to the entry page.
    e.g. the analyses Entry Sources, Origin Type
  • All referrer analyses
    Shows all referrers, including entry referrers.
    e.g. the analyses Referrer, Search Engines

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4.1 Entry Source Tree

From which sources was the site entered from?

  • Analysis: Marketing > Entry Source Tree
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  • Reading Example:
    • Visits: For 15,115 visits the entry source was the search engine www.bing.com.
    • Page Impr. per Visit Avg: On average 3.64 pages were accessed during visits whose entry source was the search engine www.bing.com.
    • New Visit Rate %: 82.07 % of all visits whose entry source was the search engine www.bing.com were made by new visitors.

4.2 Entry Sources

Which referrers were used as entry sources?

  • Analysis: Marketing > Traffic Origin > Entry Sources
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  • Reading Example:
    • Visits: In 36,880 visits www.google.com was the entry source.
    • New Visit Rate %: 90.92 % out of all visits with www.google.com as an entry source were done by new visitors.
    • Page Impr. per Visit Avg: 2.42 pages have been viewed on average if the entry source was www.google.com.

All referrer types are shown (Search Engines, Social Media Referrer, Other Sources, No Referrer).

 

How do entry sources develop over time?

  • Analysis: Individual Analysis
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  • Reading Example:
    • Visits: In 2016 in CW 42 www.google.com was the entry source for 8,965 visits.
    • New Visit Rate %: In 2016 in CW 42 90.64 % out of all visits with www.google.com as an entry source were done by new visitors.
    • Page Impr. per Visit Avg: In 2016 in CW 42 2.52 pages have been viewed on average if the entry source was www.google.com.

4.3 Traffic Source - Organic vs. Campaign

How much traffic was generated by a marketing campaign?

  • Analysis: Marketing > Traffic Origin > Traffic Source – Organic vs. Campaign
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  • Reading Example:
    • Visits: In 13,139 visits a campaign led to the entry page.
    • Visits %: In 14.48 % out of all visits a campaign led to the entry page.
    • New Visit Rate %: 84.11 % out of all visits where a campaign led to the entry page were done by a new visitor.

The basis for this analysis is the Webtrekk campaign analysis. This means, the marketing campaigns need to be configured and tracked in Webtrekk for this analysis to be available.

All traffic that was recorded with an URL parameter count as "campaign".

4.4 Entry Pages per Referrer

Which other referrer URLs linked to which pages?

  • Analysis: Individual Analysis
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  • Reading Example:
    • Qty Sources: In 110 visits the page en.home has been accessed through the URL com.google.android… .
    • Bounce Rate %: In 5.88 % out of all visits the entry page was the only page accessed during the visit.

Referrer URLs are the complete URLs for "Search Engines", "Other Sources" and "Social Media Sources".

 

No entry page was measured in a visit?

  • If a visit starts with an (onsite) click (e.g. click on a link, video or form), no entry page will be recorded. This often happens when a click takes place after a session timeout (30 minutes).
    ref13.png

  • Optionally, the session opening click can be discarded. This results in the entry page being recorded. Contact your respective Webtrekk consultant for activating this option.

    This only happens if action, form or media tracking has been activated.

 

How often is no entry page recorded?

Compare the metric "Entries" in the pages and the traffic analysis.

Analysis: Individual Analysis

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Reading Example:

904 entries on pages have been tracked, in total there were 922 entries. That means that the entry page has been measured in 98% out of all cases.

5. External Search Phrases

Which search terms are used in search engines?

  • Analysis: Marketing > Search Phrases > External Search Phrases
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  • Reading Example:
    • Visits: For 425 visits the search phrase jeans was entered in search engines in order to get to the website.
    • Bounce Rate %: During 42.86 % of all visits with the search phrase jeans only one page was viewed.

For a large proportion of search requests it is not possible to measure the search phrase ("not provided"). This is due to the suppression of terms with https search requests by Google.

5.1 Search Phrases vs. Search Words

In Webtrekk it is possible to analyze search phrases and search words.

"Search phrase" shows the complete search request, "Search word" shows the search request split up into individual words.

Example:

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5.2 Brand Search

What are the most used non-brand and brand search requests?

  • Analysis: Individual Analysis
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  • Reading Example:
    • Qty External Search Phrases: In 37 visits jeans has been entered into a search engine leading to the website. This was no brand search.
    • Organic Source %: No visit took place through an organic search which means that all visits were triggered by paid ads in search   engines that were booked on the keyword.

 

How often is a brand term used in each individual search engine?

  • Analysis: Marketing > Referrer > Search Engines
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  • Reading Example:
    • Qty Sources: The website was accessed 3,281 times through www.google.com.
    • Brand Search %: 11.70 % out of all visits took place through a brand search word.

 

Brand terms must be entered in the marketing configuration.

"Webtrekk Q3 > Configuration > Marketing Configuration > Brand Search"

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How does Webtrekk deal with suppressed search phrases ("not provided")?

  • The booked Goodle AdWords keyword can be used for mapping when the AdWords interface is activated.
  • URLs from the section "Brand URLs" are measured as brand as soon as an entry with a surpressed search phrase is detected.

Adjustments do not have a retroactive effect on data.

 

 

 

 

 

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