Report Envy - Making Omniture Look Like Google Analytics
By johnc on Jan 04, 2008
I wish I could merge Google Analytics and Omniture together. Just put the polished UI and responsive search times of Google Analytics over the more powerful functionality of Omniture. Take for example the Top Content report for Google Analytics:
Classic Google design - has all the vital information in one screenfull by default. So how to get this in Omniture?
When you go to Paths > Pages > Pages > Most Popular Pages, you just get the Page Views. You can add more columns to the report by clicking Page Views in the header of the Details column and adding the following to the report:
Then for the Bounce Rate, you need to define it as a Calculate Metric. Click the Calculated tab and then click the Define New Metric button. Name it Bounce Rate, set the Metric Type to Percent, and enter [Single Access]/[Entries] in the Formula field.
Then add Bounce Rate to your report as well and viola, you've got a nice Google-esque Top Content Report.
A quick note on possible uses of this information. We've got two types of pages that we track the most - informational pages like videos and tutorials, and index pages that lead people to the information. So we look closely at the bounce rate for the pages. If a tutorial has a high bounce rate, that's not necessarily bad. The user may have found what they were looking for and then left the site. So we look at both the time spent and the bounce rate. A tutorial with a high bounce rate and a low time spent on page means the user probably did come to the page, say yuck, and leave completely.
When this happens it's time to look at the searches that brought people to the page. Google is again better off in this because you can see the bounce rate for each search term, so you can see which ones are making people go yuck the most. Not sure how to get this running in Omniture yet.
Of course, index pages with high bounce rates are big warning signs as well. When that happens it's time to look at the design of the page altogether.