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.

In last month’s PubMetrics presentation, we shared our biannual update on the overall digital trends in public media. For live streaming listening, we were happy to report that we’ve continued to see encouraging growth for stations. Looking at data for 340 public radio streams, total listening hours in Q1 2018 were up 6% year-over-year. 

Back in April of 2015, we shared some initial research on the impact of stations supplementing their local coverage with syndicated content from the NPR API. Last month, we revisited the initial question that prompted this research: What role does content syndication play in the performance of station sites?

Switch Off Your Lightbox

Mar 16, 2018

Why Overlays Are Bad For Your Site And Can Hurt Your Revenue

During pledge week, public media organizations across the country take to the airwaves and the Internet, raising money in support of their journalism and programming. Inside stations, it’s a time of hustle and bustle, of camaraderie and anxiety. But underneath it all lies a tension -- a balance between fundraising efforts and a duty to deliver quality programming. To be good stewards of our public funding, we should ask ourselves what’s the right balance of campaign messaging versus clear delivery of our content.

5 week tune up will include quick things that you should do to get better data out of Google Analytics. If haven’t been following along, it isn’t too late to catch by checking out the other posts. Here’s the latest:

Want to make your Google Analytics data better? Stop what you're doing and take a moment to check your filters. Unlike like your car or your appliances at home, these filters won't get dirty but they might be out of date.  A good first step is to make sure you have the 3 recommended views: 

This 5 week tune up will include quick things that you should do to get better data out of Google analytics. If you haven’t been following along, it isn’t too late to catch up by checking out the other posts. Here’s the latest:

This 5 week tune up will include quick things that you should do to get better data out of Google analytics. If you haven’t been following along, it isn’t too late to catch up by checking out the other posts. Here’s the latest:

This 5 week tune up will include quick things that you should do to get better data out of Google Analytics. If you haven’t been following along, it isn’t too late to catch up by checking out the other posts. Here’s the latest:

Understanding where your traffic is coming from is critical to understanding your audience. It allows us to create goals around content promotion, membership and growth. We can even develop better websites if we know how people are finding us. There are a few things you may need to do in order to ensure that data is correct. 

In the past our analysis has looked at user behavior to try and understand how different users interact with content and what drives them to return. In the September 2017 webinar we took a look at how station strategies play a role in the size of their loyal website audience (users who visit 3 or more times in a month). Here are 3 things we discovered:

Member Station website audience crossed an important threshold in July 2017. For the first time since NPR has been tracking aggregate station web traffic, there were more sessions on mobile devices that on desktop/laptop devices.  

Here's why it matters:

Twice a year we step back and look at the overall digital trends in public media. When we last looked at websites, in the fall of 2016, we saw that station sites were under performing the growth we saw in other local news sites. More recently we see that station sites are experiencing some growth while other local news sites decline, but none of them are seeing the tremendous growth experienced by NPR.org. 

What if you could find out more about how your members use your website? You could learn whether they prefer to read or stream audio content, how they get to your site and what programs they love. You could find out what emails they find most interesting and what types of gifts they want with their membership. If you are already tracking pledges using eCommerce tagging they you can learn how to use segments and standard Google analytics report. If you aren't tracking eCommerce yet, you can find tips and guidance on how to get started.

We spend a lot of time talking about user engagement, how to measure it and how to encourage it. We want to be sure that our content reaches the right audience, but when much of our audience only interacts with a single page how do we know that we are encouraging the right behaviors to build audience and membership? For each page a user sees we have a chance to encourage them to interact with our content but a single page of viewing only gives us one chance to capture their attention.

In an average week, 2.4 million people listen to public radio via NPR stations' live digital streams. Even though that number had been growing steadily over the years, it plateaued in 2014-2015, making us all wonder whether big growth in digital listening was only going to be about podcasts from now on.

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