Microsoft Office SharePoint Server includes several out of the box reports that detail statistics on site usage, referrals, users and searches performed. These reports provide administrators with the information they need to ensure the information architecture of their sites is functional and effective, enabling site users to find the content they are looking for. Search analytics highlight metrics such as queries with zero clickthrough and no best bets so that this information can be used in a 360 approach to enhance relevancy and ranking in search through the use of keywords, synonyms and best bets.
Administration
Analytics are not enabled by default in SharePoint. They need to be turned on in Central Admin for the Farm and in the SSP Admin site for the Shared Service Provider. After that they can be enabled in each Site Collection by activating the Reporting feature.
Reports
There are several reports available to administrators with access to the Site, Site Collection and Shared Service Provider. These reports are listed below.
Home Page Reports
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Home page requests per day (past 30 days)
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Average home page requests per day by month (past year)
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Home page unique users (past 30 days)
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Average home page unique users per day by month (past year)
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Top referring pages to home page (past 30 days)
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Top destination pages from home page (past 30 days)
Destination Page Reports
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Top destination sites (past 30 days)
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Top destination pages (past 30 days)
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Home page unique users (past 30 days)
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Average home page unique users per day by month (past year)
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Top referring pages to home page (past 30 days)
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Top destination pages from home page (past 30 days)
Request Reports
Referrers Reports
User Reports
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Unique users (past 30 days)
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Average unique users per day by month
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User activity (past 30 days)
Search Query Reports
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Queries over previous 30 days
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Queries over previous 12 months
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Top queries over previous 30 days
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Queries per scope over previous 30 days
Search Result Reports
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Search results top destination pages
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Queries with zero results
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Most clicked best bets
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Queries with zero best bets
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Queries with low or zero clickthrough
A screenshot of some MOSS usage reports are shown below. They can be viewed in the administrative interface on the web or exported to applications like Excel for further analysis.
Additional Resources
For more information on usage analytics in MOSS see technet’s article below
http://technet2.microsoft.com/Office/en-us/library/5233cf43-6a8f-40cb-9014-0724600e7e381033.mspx?mfr=true
For information on using Google Analytics in MOSS see blog post below
SharePoint SEO - Google Analytics