We’ve all heard the phrase, “Data is king.” That’s because data is essential for making solid business decisions. Publishers determine what content performs well and what promotions drive traffic based on data. But when web analytics include robotic traffic, it gives an inaccurate look at site engagement, which can lead to misguided decisions around content strategy, site promotions and reader revenue.
In a new blog series, “Web Analytics 101: The Digital Publisher’s Guide to Better Data,” the Alliance for Audited Media shares how invalid traffic affects publishers’ site analytics and why removing this traffic from data reports improves audience insights. Here are four ways publishers benefit by having cleaner website data.
1). Identify high-performing content. Website analytics offer insight into pages viewed, links clicked and time spent on page. Both humans and bots visit websites, and it can be difficult to tell the two apart when bots exhibit human-like behavior such as clicking links and filling out forms. By identifying and filtering bot traffic, publishers gain a more accurate look at what pages are viewed by humans and can reward journalists who are engaging real audiences.
2). Discover promotions that drive traffic. To drive website traffic, publishers might run promotions on social media, send newsletters with links to content or run ads on other websites. Popular articles shared by readers on social channels also might cause traffic spikes. Identifying increases in traffic and their sources gives publishers a better idea of what promotions and content successfully engage human audiences so these efforts can be replicated.
3). Make more informed business decisions. Filtering bot traffic from website data also allows publishers to accurately track how readers navigate the site, what content is converting new subscribers and where to set paywalls. If publishers rely on skewed data, their business decisions might result in poorer site performance and lost revenue opportunities.
4). Develop stronger advertiser relationships. Publishers aren’t the only ones affected by the quality of website data. Advertising partners need accurate audience information to make informed media buying decisions. Providing advertisers with accurate audience data helps them make better decisions about their ads, which leads to greater marketing ROI, and stronger, more productive buyer/seller relationships.
Do you have questions about your website’s data? AAM can help. Contact us to learn more
