Web Analytics: Tracking Traffic Trends and Growth for a SharePoint 2010 WCM Site

(c) Sean Bordner

(c) Sean Bordner

Where is your traffic coming from? What time of day? How are they finding your site and just as important; how are they NOT finding your site when they would benefit from its content?

Tracking what your WCM site users are actually doing should be very near the top of your priorities; perhaps falling directly below keeping your site up and accessible. The very common concept of simply assuming your site structure is intuitive and easily navigatable because it makes sense to you is tragically flawed. Knowing what time of year users are looking for certain content can quickly be used for increasing conversion rates. Identifying places of your WCM site that most users exit from also has obvious benefits.

SharePoint 2010 offers many ways of keeping track of this important data. SharePoint out of the box usage reports provide a solid platform for basic web analytics. You will first need to enable this functionality from Central Admin, SSP and the site collection. Once enabled, you can view the sites usage reports from Site Actions / Site Settings / All Site Settings. Site Collection Administrators can further build upon usage analysis reports by creating “audits”.

Audits allow you to build reports on things like “how to tell who has downloaded files from a document library”. These audits can be setup to monitor practically all aspects of a file. Audit files are compiled into an xml based file format which open and display quite nicely using the latest version of MS Excel.

SharePoint WCM web analytics can be further extended for FREE by bolting on Google Analytics (GA). Google Analytics accounts can be setup for free. During this process, it will generate some JavaScript for you to use on your site. This script needs to be on every page of your site (easy w/ SharePoint). To get this script on every page, you simply put it in your sites Master Page file. Make sure you point Google Analytics directly at your default.aspx page located in your WCM sites “/pages” page library. Example: http://www.mydomain.com/pages/default.aspx. This is because like most search engines, Google Analytics doesn’t like getting redirected either.

About Sean Bordner

CEO, Solution Architect, Co-Author of SharePoint for Nonprofits, Contributing Author NothingButSharePoint.com MCT, MCTS, MCSD, MCP, MCAD
This entry was posted in Analytics, CMS, Content Management, SharePoint, WCM. Bookmark the permalink.

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