When you’re competing for organic search users in South Korea, as well as having Naver Webmaster Tools setup it’s also important, in my opinion, to have Naver Analytics setup also – to run alongside your standard Google Analytics/Adobe Analytics accounts.
Likewise in Russia, I advocate setting up both Yandex Webmaster Tools, as well as Yandex Metrica.
I’d also like to caveat at this point, I don’t speak Korean so all this information is based on running international SEO campaigns targeting South Korea, and using Naver Analytics for a number of years – and how I’ve come to report from it.
What is Naver Analytics?
Naver Analytics is a complimentary addition to your international SEO reporting suite, as in my opinion it completes the data that you need to be competitive within South Korea.
Naver Webmaster Tools doesn’t display the same search query and performance data the same way Google Search Console does, but this data can be found in Naver Analytics.
If you’re wanting to maximise your SEO in South Korea, you can read my Naver SEO guide.
Setting Up Naver Analytics
My recommendation is to first setup your Naver WMT account and verify this either through DNS or the Naver verification tag. The login you create here will act like your Google ID – you can have multiple sites in the WMT account (like you can in GSC) and multiple sites in Analytics.
1. Once Naver WMT is setup, navigate to analytics.naver.com in the same browser to retain the same session ID and you’ll be asked to agree to some standard terms and conditions (in Korean).
2. Accept those and you’ll go through to the Naver Analytics “home screen” but you’ll see in the top right that you’re logged in.
3. On this screen, go ahead and click on the blue button in the top right.
Adding Your Website
The next step is to add your website to Naver Analytics. When the screen loads after pressing the blue button you’ll get a dashboard load (this is your standard opening dashboard for any analytics package), and a push notification – this basically is telling you that no websites have been added.
1. To get started you need to click on the settings cog (pointed out in the below image by the exclamation mark:
2. You then need to click on the “Get Started” button that will take you to a new site registration form:
3. You then need to fill out your site information:
The fields being:
- Site name
- Site URL (use the absolute URL including subdomain – if applicable)
- Default site settings – When you sign in, you’ll be taken to the main Analytics page for your site (I recommend you do this)
Once complete, hit the blue button.
On any webpage you want to collect data from.
Once you’ve added this and verified, you’ll start collecting data in Naver Analytics.
Understanding Naver Analytics Data
Getting your website setup on Naver Analytics is the first step, second is being able to understand the data coming from Naver and interpreting it.
Understanding the Dashboard
When you first login, if you selected the default settings tick box as recommended you’ll be met with your default dashboard screen (also known as site status). This for the most part will be able to tell you if all is good in the world (if you check the data regularly).
There are fourteen key elements on this screen, I’ve labelled these 1 through 10, and A through D.
The ten elements on the left-hand navigation bar are:
- Site status (the dashboard you can see – part of the summary tab)
- Dashboard (part of the summary tab)
- Visitor analysis tab
- This directly translates as the “ingestion analysis”, it’s how users get to your site – i.e. the queries it ingests
- Page analysis tab
- Real-time analysis tab
- User-experience analysis tab
- Events tab
- Privacy notice
And elements A, B, C & D:
a) Visitor summary
b) Visit count summary
c) Page view summary
d) Daily visitor distribution (this displays as a graph with # of visits per day for the previous date range.
Inside the summary tab you have the site status and the dashboard, these are very top level reports and this is the tab you can see open in the screenshot above.
This isn’t the most useful data but as I said, if you check it regularly you’ll notice major issues from here and know to investigate further.
Visitor Summary Tab
The second tab on the navigation menu contains the following reports:
- Visits report
- Page views report
- Distribution of site visits by time of day
- Distribution of visits per day (a timeline)
- Visit time (the duration of visits, i.e. time on site)
- Number of page views per visit
- Regional data for users (this is quite in-depth, i.e. it won’t just say Seoul, when possible it will break down by district, i.e. Gangnam-gu or Dongjak-gu.
Ingestion Analysis Tab
Ingestion – the process of absorbing information.
This tab shows you the search queries Naver users are using to navigate to your website. The tab contains 4 reports, these are:
- The total “influent” status… Basically the keywords you’re appearing for in Naver that users are clicking on
- Search “inflow” status
- Incoming query analysis
- Inflow by URL
Page Analysis Tab
This contains information relating to page performance, and contains four fairly self-explanatory tabs and is similar to the Behaviour > Site Content tab in Google Analytics… Of sorts. The tabs are:
- Most popular pages (pageviews)
- Start pages (most popular landing pages)
- Exit pages (pretty much as it says on the tin, most popular site exit pages)
- Return page (although this directly translates as bounce page, its the page users return to most if its not their first visit)
Real Time Analysis Tab
Same layout as the visitor analysis tab, but the data is in real-time.
User Experience Analysis Tab
This tab contains four reports, providing information on:
- User demographics
- User operating system
- User web browser
- User screen resolutions
Yes, they made what could have been one report into 3 separate ones… There is no mobile/desktop breakdown either so the screen resolution tab does come in handy in inferring device breakdown.
To do this I’ve taken screen resolution data from this Wikipedia article and made a VLOOKUP and session count table. Not highly practical or scalable, but it works.