Analytics is essential for any website or app. It helps you identify how users are reaching you and highlights ways on how to reach your audience to increase traffic.

Today, the standard for analytics is still Google Analytics, which allows anyone to access general statistics and reports. It includes all of the basics including how many visitors you’re reaching, and lets you refine your information based on date ranges.

But, Google Analytics doesn’t provide details for web maps. Applications built on GIS technologies that rely heavily on maps have been left in the dark, forcing companies to build their own proprietary solutions to track their users.

1. Where are visitors looking
Whether your users are looking at Southern California or Abbey Road in London, web map analytics will tell you. Your web maps report will show you an overview of which areas your users frequent the most. This feature is useful to visualize a users journey, how they scrolled to another section of your web map, which is a good indicator of where users expect more data or information. Secondly, you can test various drop points and zoom levels and compare user engagements rates.

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2. What, specifically, isn’t keeping people interested
It’s good to know where your visitors are flocking, but it’s perhaps more important which area of your map they’re viewing when they click away to another area. Funnelling resources to features that aren’t of particular interest to users is clearly a bad business move, and can suck up a lot of precious development time. By showing you the most active areas of your web map and how many actions, on average, a user makes can help you decide whether those low-traffic parts of your web map should be scrapped or just rebuilt.

3. How many people just aren’t interested at all
Your web map can have all the visits in the world, but if people aren’t finding what they’re looking for and staying to explore, it’s tough to grow your user base. To help better understand how many people are actually coming to your web map, staying and interacting with it, Maptiks offers you a Bounce Rate breakdown. So what’s a Bounce Rate? It’s the proportion of your web map visits that land on your site but navigate away from it without clicking, panning, zooming or interacting with the map. The lower the bounce rate, the better. Tracking your bounce rate as a core metric over time gives you a clear indicator of the usefulness of your web map. Moreover, breaking it down by users on a desktop, mobile or tablet device is a great way to indicate the success of the user experience on each device.

4. Whether or not people are viewing on all of their devices
More people have smartphones and tablets than desktop computers. Understanding which device users are using to access your web map is important to help focus the direction of your web map. Certain features simply need to work differently on different devices and it could be worth it for you to explore building a web map app specifically designed for mobile devices.

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5. Define clear benchmarks that guide you to success
If you’re working for clients, on a project for your company, or just building a product for yourself, identifying what metrics to track and benchmarking your progress over time is the only way to track success or failure. Reporting on metrics like bounce rates, average visitor duration, weekly visitors or total marker clicks will help in deciding which milestones are to be celebrated or when it’s time to kill a feature.

 

If you want to learn more on how to setup analytics for your web map, book a demo with us.