Analytics

Our Analytics Service provides digital business intelligence for NPR stations, answering key questions on audience reach, engagement, content, and monetization. Based on system-wide data, we share key trends, actionable insights, deep analysis, station best practices, and analytics training and support on all of a station's key digital platforms: live streaming, on-demand audio listening, website usage, NPR One, and more. At the core of the service are regular webinars and the custom measurement and dashboards of the Station Analytics System.

Looking for a specific topic from a webinar or blog post? Check out our index of analytics topics.

The Era of Digital Transformation is upon us. Listening is moving online, and more and more of our audience connects with us through computers, tablets, and phones instead of radio. One of the great things about digital is that we have so much more data at our fingertips than ever before. We can measure every listening moment, every story read, every link clicked, every point of interaction.

At last count we have over 150 stations using the NPR Digital Services Station Analytics System.  These stations are taking advantage of a customized tag that includes Google Analytics tracking and Chartbeat, as well as the ability to easily add event and custom variable tracking.  They also have access to dashboards that pull data from multiple sources - including Google Analytics and Triton Webcast Metrics.  If you haven't yet signed to use our custom Tag Management and Dashboarding system here are some great resources to help you get started.

I don't know about you, but I've always been frustrated by the Google Analytics segment builder because you couldn't set conditions about the user - only about the visit. Well today Google announced some changes to the segment builder that have my heart all aflutter. Check out the changes and look for an invite to a training session in the near future. I see some cohort analysis in our future! woo hoo - it's like Christmas in July!

We're excited to announce the launch of new digital metrics dashboards for stations, with critical data on your site and your streams. Station Analytics presents key metrics on your station's audience growth and engagement - plus the ability to compare your numbers to other stations like you.

There's a lot of good stuff coming from the Station Analytics System these days, so if you haven't yet signed up you can read more about it, but I know you're going to like this new batch of enhancements that are rolling out this week.  In addition to launching dashboards, we are supercharging the data that is in your Premium Google Analytics account by taking advantage of Custom Variables.

Here are some frequently asked questions around the Station Analytics System (SAS):


Q: What is SAS?
A: SAS is the Station Analytics System –it’s comprised of two main parts: the Tag Management System (TMS), which generates a custom analytics tag for all your pages, and dashboards showing your station’s site and stream metrics.

If you have decided to take advantage of the station roll-up feature in the the Station Analytics System (SAS) here are some helpful hints on how to create and setup the web property in Google Analytics.

Login to your Google Analytics account and click into the Admin section. Once in your account you will see your current properties in the first tab.  You'll want to click +New Property to get started.

Having trouble getting setup in the Station Analytics System?  Not sure what you need in order to get started?  Follow the steps below to get your station up and running on the new system and start benefiting from the new tracking tag today! 

Creating a Login at analytics.nprstations.org :

Confused Stormtrooper
DoodleDeMoon / flickr

You may have noticed something cryptic in your keywords reporting - "(not provided)".  This item has been creeping up in the ranks for many sites and is now in the top slot for many of our stations.  Wondering what this is and what you can do about it?  Well, here's some background:  The keywords that visitors typed into search engine are usually added to the referring url so that they can be captured by Google Analytics for search engine referrals.

NPR DS

Knowledge is power. A cliche, yes, but it's something that many digital newsrooms forget about when it comes to studying analytics. Or maybe they're selectively ignoring the numbers. Is it because the audience might be too small? Or that story they invested huge resources in is only managing a few retweets and likes on Facebook?

NPR is undergoing a Webcast Metrics measurement project in order to move to a common system for measuring the larger digital audience. NPR Digital Services is facilitating this project by working with stations on setting up measurement accounts for all NPR Member Stations. Triton Digital was chosen as our vendor and partner in this process.

Getting started with Google Analytics is pretty simple, but maintaining accurate reporting can get complicated. Using the Station Analytics System can help you tackle tagging issues but this has some great tips on setting up profiles and filters that will keep your data clean and accurate.

With mobile and desktop streaming on the rise, it’s essential to know how many people are listening to support your revenue and audience goals.

 To initiate set up your stream measurement, please send an email to your streaming vendor to authorize NPR DS and Triton Media access to your log files.  Plus, request the access details to expedite the setup. Below is a list of what you will need your CDN to provide for us to complete the set up:

Looking for some basic training about the metrics available in Google Analytics? Wondering which report will help you to find the answers that you need? Hoping to find help on how to customize your tracking? Find all of that and more in a series of video tutorials available directly from Google. I highly recommend that Station staff who are working with or interested in GA complete "First Steps", "Interpreting Reports", and "Fundamentals." Broken up in to short videos that cover specific topics these training resources will make you a Google expert in no time (or under 2 1/2 hours).

 

We're excited to announce the launch of a new Digital Services offering: Station Analytics. Its purpose is to provide stations the best business intelligence on your site and your streams, so you can measure your digital performance, benchmark your progress against other stations, and discover insights that support your decision making for all things digital.

 

The Station Analytics system provides:

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