Traffic is the lifeblood of the publication, we all know that. What’s normally called “circulation” in print publishing, takes a different shape when it comes down to digital. This number can be easily measured as well as easily misinterpreted. Let’s take a look at what is usually used to calculate traffic:
- Pageviews. In most cases, this number shows how many times your pages have been opened. 100 000 pageviews means your website pages have been opened 100 000 times.
- Sessions (or Visits). A session is commonly described as a 30 - minute window during which a user interacts with your website. After 30 minutes of inactivity, the current session is closed and a consecutive Pageview (see above) triggers a new session. Each pageview within the session window resets its duration back to 30 minutes. Number of sessions is often considered as a way to understand how many times your website has been visited.
- Unique users (or visitors). Classic analytics implementations treat unique users as a number of unique devices that visit your website. Knowing the actual number of unique users requires collection of data that identifies the same visitors across multiple devices they use, which is not just difficult to execute, but also raises many implications regarding data privacy. While the requirements for consent management frameworks become more strict, the algorithms that merge multiple devices into a single user become less and less reliable, thus forcing the publishers to embrace a new meaning of unique users as “unique devices” instead. In this case, your audience size is “eyeballed” based on the number of unique users (devices).
One of the advantages IO Technologies has over classic analytics systems is the ability to monitor detailed daily trends. The two most common ways to observe traffic in IO Technologies dashboards are working with the dashboard or setting up a newsroom TV. Both options share the same use cases and while the dashboard itself is more flexible, your newsroom TV offers an optimized design and color palette suitable for distantly-placed screens.
These detailed daily trends are suitable for:
Identifying peak engagement times. It’s easy to take a close look at when people start interacting with your site on each weekday and adjust your publishing times accordingly
Detect traffic spikes. Whether there is a large amount of views coming from a post on social media or clicks happening on your homepage, you can instantly notice that and find out what’s happening. Start with switching to a shorter time frame (10 minutes or 1 hour) - this will bring the most traffic - heavy articles to the top of your list and the traffic source with the biggest traffic portion will be highlighted next to the article.
Compare the current day so far with the same time last week. Our comparison algorithms will constantly compare daily traffic up to the current moment with the same time frame last week. E.g. The comparison logic on Wednesday at 3PM uses a snapshot of your data from last Wednesday / 3PM to hint at whether you’re getting more views or visitors today at the same time, instead of putting it up against a full Wednesday.
We have covered this topic further in the part 2 of our traffic analysis series, so feel free to visit this link to continue reading: