Die Erwartungen an die Kapitalisierung einer News-Seite sind hoch. Die Medien vermitteln den Eindruck, man kann sich als kleiner Blogger zum Multimillionär hocharbeiten. Das sind aber Einzelfälle. Die Realität sieht anders aus. Ich sehe, gerade in Businessplänen, häufig völlig überzogene Vorstellungen von Werbe-Erlösen. Aber wie soll man den Werbewert einer Webseite bewerten?

Eine Maßzahl für relistische Werbeeinnahmen: Der BKP-Wert
BKP steht für Besucher-Kapitalisierungs-Preis. Damit ist der Wert in Euro gemeint, den die Anzahl der täglichen Besucher, im gesamten Monat als Werbeeinnahmen generieren. Ein Beispiel: 2.000 Besucher/Tag x BKP 0,5 = 1.000 Euro mögliche Werbeeinnahmen pro Monat.

Aber welche Werte sind nun realistisch?
Ich bin primär im automobilen Umfeld tätig und habe die betreuten Kunden analysiert. Die ermittelten Werte haben ich gegen “branchenfremde” Webseiten geprüft und bin zu einer hohen Übereinstimmung gekommen. Bei gut 15 Webseiten würde ich allerdings nicht von einer statistisch validen Zahlenbasis ausgehen.

Meine Ergebnisse:
Die Zahlen gelten für reine Informationsportale, ohne kostenpflichtige Services oder Produktangebote/Shops!!! » weiterlesen

You just need data from Google Analytics from time to time? And you don´t need to combine it with additional informations from other sources? And it is just once or twice a month?

In that case, you may not need to wait for my workshop to build a web controlling desktop., to have the informations fast. There are several excel-solutions out there (at least down to Excel 2003) you can use to get the data quick & dirty.

Check out this article on SEOmoz.

Till now, it was not possible to easily track “events” with GA. So what is an event? It´s the download of a whitepaper, ebook oder any other document. Or the length of a video to load. Or the validation errors of a form. Or the click of an outbound link.

And? I gives you insights in the behavior of your users. You can use it to optimize the workflow, or just to measure, if an action on your website works and how often it has been used. I just started a workshop to setup a “KPI-desktop” were I will implement an example for this event-tracking in a later part of the series.

Want to know more about implementing this tracking-method:
-> Read the full article at the Google Analytics Blog.

Screenshot : Google Analytics

What you will need

You should have a webhost-account, where to put some PHP-pages (Version 5 is required), a mysql-database (later in the workshop) and the CURL-extension must be installed on the server, to retrieve the data from the API. And, of course, a text-editor and for the start, the Google Analytics PHP-Class from Electrictoolbox.

And now?

Get your hands dirty and start some programming. :) Don´t be afraid. The first steps are pretty simple. It will become more complicated later, but I will provide you with the scripts you need, to build up an “ugly”, but working “KPI-desktop”.

What means KPI?

KPI = Key performance indicators. Or: The data, that is relevant for you, to make decisions for the development of your website / online-shop / business.

Ready to go?

Here is a link to the first simple PHP-pages:
-> Google-Analytics API : First Step : Getting the Account-ID

Sometimes visitors will reach a 404 or “Not Found” error page from your site. This may happen when they type in a filename that they think is available on your site, or reach a deleted or non-existent file or directory from an obsolete link on one of your pages.

It’s valuable to see these requests so you can learn what visitors are looking for, and consider adding new content or fixing the broken link. Please follow the steps below to obtain reporting on missing or error pages [...]

Read the full article at: Google Analytics Help

Ok, we all are, at least a little, scared about the data Google is collecting and what they will do with it in the future. I understand the concerns to use Google Analytics on your website. But with the Google Webmaster-Tools (WT), you can get valueable data from Google, without using one “data-collecting” service of them.
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In case you choose a domain name, that can be misspelled, or you registered different top-levels of the domain, you should redirect the alternatives to the “right” address. Even the use of “www” or not, maybe important for you. And also have in mind, that kpi-agent.com and www.kpi-agent.com are two different domains in the eyes of search-engines and will most likely be seen as duplicate content.
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Some SEOs (search engine optimizers) say, use keywords in your domain-name. OK. You can do that, to push your relevance in Google. But think about it from a different angle.

If your already have a brand name, the people are typing your URL directly into the browserbar, or they use the google search, what more and more “normal” users are doing. Why? Because they are afraid of being redirected to “bad” domains, when they misspelled the URL. So you better be listed at position No. 1 in Google with your brand name.
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