Africa Not Present in Web Traffic Analysis from Google Analytics – Pageviews Dropped

We just received an email from Google Analytics on web traffic. Google looked at data in an anonymous data gathering from Nov 1, 2010 to Feb 1 2011. For comparison, they used data from Nov 1 2009 to Feb 1 2010. They excluded some data in the  non opted-in websites – “websites which have opted into anonymous data sharing with Google Analytics”.

Site Metrics

Compared to a year ago, websites have seen reduced pages / visit, average time on site, as well as bounce rate.

11/1/09 – 2/1/10 11/1/10 – 2/1/11 Difference
Pages/Visit 4.9 4.5 -0.4
Bounce Rate 48.2% 47.0% -1.2%
Avg Time on Site 5:49 5:23 -0:26

Breakdown by Geography

U.S. users spend more time on the web than any other nation but the Chinese  have more pounce rate.

Country Pages / Visit Bounce Rate Avg Time on Site
United States 4.7 (-0.1) 42.5% (-6.1%) 6:06 (-0:10)
United Kingdom 4.9 (-0.3) 41.5% (+0.2%) 5:38 (-0.27)
France 4.4 (-0.4) 49.7% (+1.4%) 4:40 (-0:08)
Brazil 4.1 (-0.1) 47.8% (-2.9%) 5:20 (+0:03)
China 4.1 (-0.1) 58.2% (+1.0%) 3:46 (+0:37)
Japan 3.9 (-0.1) 48.6% (-9.0%) 3:47 (-2:59)

For bounce rate, the distribution by country is plotted below: The distribution above is annotated with some countries — which seem to indicate a story of leisure and stage of economic development. For a related metric: average time on site, the distribution by country is plotted below:

 

The type of countries annotated in the average time on site graph above seem to be in reverse order as those in the bounce rate distribution.

Breakdown by Traffic Sources

Interesting, people spend more time when referred by a site.

Traffic Sources Pages / Visit Bounce Rate Avg Time on Site
Direct 4.0 (-0.5) 47.2% (-4.0%) 5:21 (-0:07)
Referral 5.0 (+0.1) 43.1% (-1.1%) 6:36 (-1:48)
Organic Search 4.9 (-0.1) 47.9% (-1.1%) 4:43 (+0:06)
CPC Search 5.6 (+0.0) 41.4 (-1.7%) 3:57(+0:07)

Conversion Rate Distribution

Many marketers’ favorite metric is conversion rate. Here is the worldwide distribution of Google Analytics “goal conversion rate” by country.

Simply, Africa is not yet in the web geography. We are a non-factor and Google just excluded us because our data might have been useless with out numbers.

 

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