Name: 數字分析基礎--第5.5課 行為報告 (Digital Analytics Fundamentals - Lesson 5.5 Behavior reports)
Uploaded: 2021-01-14T04:55:17.000Z
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The Behavior section is about how your users interact with your website or your app. This

section includes everything from what content people look at to how users flow between pages

This section also includes the Site Search reports. These reports provide valuable data

about how users interact with your on-site search engine. This data can help you better

understand the intent of your users and can help you discover new opportunities for marketing

In this lesson we'll cover: how to identify the most popular content on

your site, analyzing how visitors move from page to page

during their visit and how to analyze site search data.

Let's get started in the Behavior section by looking at the All Pages report.

The "Pageviews" metric in this report, allows you to easily see how frequently each page

on your site was visited. By default, this report will show data by the page URI. However,

you may find it easier to read the All Pages report by switching the primary dimension

Other metrics in the All Pages report, like "Avg. Visit Duration," and "Bounce Rate,"

give an indication of how engaging users find each page of your site. You can sort the report

by these metrics to quickly find low performing pages that need improvement, or high performing

content that you can use to guide future design.

The Content Drilldown report, groups pages according to directory. You can click on a

directory to see the pages of your site within that category. This is especially useful if

you're trying to understand how content in a certain section of your site is performing.

Using the pie chart view, you can also quickly view which sections of your site are being

The Landing Pages report lists all of the pages through which people entered your site.

You can use this report to monitor the number of bounces and bounce rate for each landing

Looking for high bounce rates in this report can help you identify which pages need to

The Exit Pages report shows you which pages of your site were the last pages of a user's

visit. If you see pages in this report with a high exit rate that also function as landing

pages, you'll want to be sure to revisit those pages of your site to make sure they're optimized

and aren't driving people away from your site experience.

If you incorporate Flash, Ajax, or other kinds of interactive elements on your site, you

may wish to know how your visitors use them. The Events reports provide a non-pageview

based approach to tracking interactivity.

Events are user interactions with content that can be tracked independently from a page

or a screen. Downloads, widgets, gadgets, Flash elements, AJAX elements, and video plays

are all examples of actions you might want to track with events.

Event Tracking is available for both web and app properties but requires additional coding

setup that should be completed by a qualified developer.

Let's take a look at the Top Events report.

"Categories" are the primary divisions of the types of events you have on your site.

Categories are at the root of Event Tracking, and should function as a first way to sort

the events in your reports. "Videos" and "Downloads" are good examples of categories, though you

can be as specific or broad as your content requires.

The event "action" is a descriptor for a particular event category. For example, you could define

an action named "Play," "Stop" or "Pause" for a "Video" interaction. You could also

be more specific, and create an action called "Video almost finished" to trigger when the

playback slider on a video reaches the 90% mark.

The "label" attribute is an optional piece of information that provides more context

to the event action. For example, if the action for your video player is "Play," then the

label might be the name of the video that is playing.

Finally, you have the option of setting a "value" with your event. For example, if you

want to be able to track how long it takes a video to load in your user's browsers, you

could set a value that indicates the video load time.

If you provide a search box on your site, use the Site Search reports to find out how

successful your visitors are when they search your site.

Why analyze how people search your site? On both large and small sites visitors frequently

use search boxes as a form of navigation. By looking at what people search for, you

can identify missing or hidden content on your site, improve search results for key

phrases, and even get ideas for new keywords to use in marketing campaigns.

In order to set up Site Search tracking for your website, you'll need to have an administrator

The Search Terms report only includes visits during which a search was performed. Each

search term is listed in the table. Looking at the search terms that people use to search

once they are on your site can give you ideas for keywords that might also help drive traffic

This report is also useful for investigating whether your site navigation could use some

improvement. By adding in the secondary dimension "Refined Keyword" you can see when users are

conducting multiple consecutive searches on your site, presumably because they can't find

Let's take a look at a few key metrics in this report:

The metric "Total Unique Searches" counts the number of times your site search was used.

This excludes multiple searches on the same keyword during the same visit.

The metric "Results Pageviews per Search" shows you how many pages of search results

your users visit after conducting a search. The "Search Exits" metric shows the number

of searches a visitor made immediately before leaving the site.

The "Search Refinements" metric gives you the number of times a visitor searched again

immediately after performing a search. The "Time after Search" metric shows you the

average amount of time visitors spend on your site after performing a search.

The "Search Depth" metric gives the average number of pages visitors viewed after performing

Finally, let's take a look at the Behavior Flow report. This report visualizes the paths

visitors travel from one page or event to the next, and can help you discover what content

When you open the report, you'll see green and blue boxes, or nodes, which represent

the pages or events through which traffic flows.

A connection between the nodes represents the path from one node to another and the

volume of traffic along that path. By clicking a connection you can highlight just that segment

of traffic through the entire Behavior Flow. The red drop-off after each node indicates

where visitors left the flow completely. Clicking on a specific node allows you to

see which pages are grouped in a node and highlight or explore traffic through that

node. By selecting the option to explore traffic

through the node, you can see all the connections to and from one particular page or group of

By honing in on one page specifically, you can analyze how effective the page is as a

landing page, indicated by the entrances in green, and where users navigate after landing

You can also see how users arrived at a particular page before exiting the site to help you understand

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數字分析基礎--第5.5課行為報告 (Digital Analytics Fundamentals - Lesson 5.5 Behavior reports)

page

visit

number

green

數字分析基礎--第5.5課 行為報告 (Digital Analytics Fundamentals - Lesson 5.5 Behavior reports)

page

visit

number

green

數字分析基礎--第5.5課行為報告 (Digital Analytics Fundamentals - Lesson 5.5 Behavior reports)