This page shows key metrics related to campaigns and referrals.
Campaigns & referrals
All of these charts and tables can be filtered by clicking on specific entries.
Default channel grouping
This pie chart shows the default grouping of the most common sources of traffic, e.g. organic search, direct, referral, etc.
Source/medium
Session source: the platform or source where the site’s traffic is coming from. For example: specific websites, Google search, Facebook, etc).
Session medium: how the visitors got to or accessed the website from the source.
Organic: unpaid search engine results (free traffic).
Referral: links found on other sites besides social media and search engines.
CPC (cost per click): Google search ads (text-based), paid per click.
(None): either direct traffic (when visitors visit the site directly by typing the url) or undefined.
Social_static: social media posts that consist of one image.
Social_carousel: social media posts that consist of a carousel (a set of images that visitors can slide or click through).
Display: Google display ads (image/banner-based).
CPM (cost per mille): YouTube ads, paid per 1,000 impressions.
Email: email newsletters.
Sessions: number of times visitors from each source/medium interact on a page.
Avg. engagement time per session: average amount of time spent per session on the website of visitors from each source/medium.
Top 10 referral sources
The list of top 10 sites that have referred visitors to vic.gov.au through a link.
Campaign overview
An overview of the performance of marketing campaigns.
Campaign: The name of a marketing campaign sending visitors to vic.gov.au.
Sessions: The number of times visitors from each marketing campaign interact on a page.
Bounce rate: The percentage of visitors from each marketing campaign that leave the site (or “bounce” back to the search results or referring website) after viewing only one page on the site.
Average session duration: The average amount of time spent per session on the website of visitors from a marketing campaign.
Social landing pages
An overview of the performance of pages that visitors land on after clicking through from a social campaign.
Landing page: Pages that visitors land on after clicking through from an email, ad or social media.
Pageviews: The views of the landing page, regardless of whether the views are done in the same session, by the same visitor, or with reloading the page.
Avg. session duration: The average amount of time spent per session on a landing page.
Pages/session: The count of a landing page’s total pageviews divided by the total number of sessions that have taken place.
Medium
An overview of the clicks within the hero banner medium. “Hero banner” refers to the section at the top of our pages that consists of a Heading 1 (known as the page title in the CMS), the introduction text, and can have optional imagery and quick links to other pages.
Session medium: how the visitors got to our site.
Clicks: number of times a hero banner element is clicked on a specific page by a unique visitor within a session.
% Δ: increase or decrease in the clicks of the hero banner on a specific page. An increase will have a green arrow, and a decrease will have a red arrow and be a negative number.
External links
An overview of the clicks on links on vic.gov.au pages that lead to external websites.
Link URL: hyperlink text and URL of the external link.
Clicks: number of times an external link is clicked on a specific page by a unique visitor within a session.
% Δ: increase or decrease in the clicks of an external link on a specific page. An increase will have a green arrow, and a decrease will have a red arrow and be a negative number.
Social shares
Page path: URL of vic.gov.au pages that visitors share on social media.
Platform: social media platforms where visitors share our content.
Total shares: total number of times visitors share a specific page, counted by clicks on the social logo buttons. These buttons appear under the heading “Share this page” on our webpages.
The pie chart shows the percentage split of the social media platforms where visitors share our pages.
