Paratrooper Digital

Google analytics provides immediate insight.

I’m working on a project and we are using some Google analytics to take a look at measuring success within a flash piece. It’s important to look at the stats with a critical eye and interpret them correctly.

I’ve worked with Omniture before, but I haven’t had a chance to see what the output of those statistics has shown.

This one project was interesting to track especially because it was released with a large PR event. Taking a look at the stats provides an interesting view over time of where people are coming from, where they are going and where they are leaving. It appears that people that are interested stay for a couple of minutes and they seem to account for the depth of visit that we are seeing. On another note there is still a major amount of people that are dropping out pretty fast. This might point to either too high of an upfront download rate or perhaps the navigation not being clear enough. Of course its difficult to ascertain what the reason is for people leaving, atleast with the current data set.

Also interesting is that the site was designed for 1024×768. It was thought that no one uses 800×600 resolution, however looking at the analytics, there is 10% of the visiting audience that still runs 800×600. In the first day 4000 hits equates to 400 people seeing a site that is designed larger than their screen size and that was only a fraction of the first day.

Don’t forget that if you are thinking of using analytics in a flash/dhtml/js/ajax page that you will need to come up with a schema for these virtual states. When it all comes down to it all the tracking in the world doesn’t matter if they don’t serve to answer some business questions. The developers are going to need this information if tracking is expected to be fruitful.

It seems that analytics should just be another part of the information architecture phase, of course that assumes that the ia phase is completed before production starts.

I’ll keep an eye open on the analytics as the site continues to gain recognition.

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About Nate Frank

Nate is currently a Senior Presentation Layer Architect at Razorfish Chicago. As an SPLA Nate: participates in technology leadership team and resource allocations, manage fulltime and contractor resources, represents technology for groups of brands across multiple clients, furthers development of standards within the office, architects project implementations and fosters community and mentoring.

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