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Web Analytics

Web analytics is the process of analyzing visitor behavior on a website. It involves tracking, measuring, and reporting data about website usage, including pages visited and content viewed. This data can provide insights into visitors and be used by marketers to optimize website performance through data-driven decisions. The most commonly used analytics tool is Google Analytics, which is free and provides data on traffic sources, user behavior, and conversions.

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Disha Khurana
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151 views

Web Analytics

Web analytics is the process of analyzing visitor behavior on a website. It involves tracking, measuring, and reporting data about website usage, including pages visited and content viewed. This data can provide insights into visitors and be used by marketers to optimize website performance through data-driven decisions. The most commonly used analytics tool is Google Analytics, which is free and provides data on traffic sources, user behavior, and conversions.

Uploaded by

Disha Khurana
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd
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What is web analytics?

Web analytics is the process of analyzing the behavior of visitors to a website. This
involves tracking, reviewing and reporting data to measure web activity, including
the use of a website and its components, such as webpages, images and videos.

Web analytics involves collecting, measuring, and analyzing website data. Web
Analytics tools can provide lots of useful information about the origin of website
traffic, how website users navigate and interact throughout a website, what content
and web pages they're most engaged with, and how they exit the site. Marketers
can then use this data to optimize the performance of their channels and websites
by taking data-led decisions. These are actions we take to improve performance
based on our understanding of the data we’ve recorded; in other words, the data is
leading the decision. While it’s best practice to follow data-led decisions, we must
always remind ourselves to make sure we test and verify the data.

Web analytics tools

Web analytics tools provide information about the origin of website traffic, how
users navigate and interact throughout a website, what content and webpages
they’re most engaged with, and if they take valuable actions on the site, known as
conversions, these include purchases or contact requests. Using this data, marketers
can optimize channel and website performance with data-led decisions.

A number of analytics tools are available on the market today. Some of them are
free, and some of them require a paid subscription. Paid analytics products and free
analytics products will differ in terms of support, features, and functionality.

Some examples of available analytics packages include:

 Google Analytics and Google Analytics 360, which are part of the Google
Marketing Platform
 Adobe Analytics
 Woopra
 Kissmetrics
 Webtrends
 Piwik
The market leader and most commonly used analytics program is the free version
of Google Analytics, or GA as it is sometimes known. The paid version of GA,
called Google Analytics 360, offers some additional functionality in terms of
report validity and sample sizes. But it's mainly for websites that receive more than
10 million page views per month. For the vast majority of websites, the free
version of Google Analytics is perfectly fine.

Because of its functionality and widespread adoption in the market, Google


Analytics is seen by many marketers as the single ‘source of truth’ for website
traffic, engagement, and conversion data.

Advantages of web analytics

Web analytics is a valuable way to deduce the ‘story’ behind the data, in order to
gain valuable insights and enhance business performance. Web analytics can help a
digital marketer understand their customers better by providing:

 Insight into who the customers are and their interests


 Conversion challenges
 Enhanced appreciation of what consumers like or don’t like
 Understanding of how to improve user experience for the consumer
Web analytics process
The web analytics process involves the following steps:

1. Setting goals. The first step in the web analytics process is for businesses to
determine goals and the end results they are trying to achieve. These goals can
include increased sales, customer satisfaction and brand awareness. Business
goals can be both quantitative and qualitative.
2. Collecting data. The second step in web analytics is the collection and storage
of data. Businesses can collect data directly from a website or web analytics
tool, such as Google Analytics. The data mainly comes from Hypertext Transfer
Protocol requests -- including data at the network and application levels -- and
can be combined with external data to interpret web usage. For example, a
user's Internet Protocol address is typically associated with many factors,
including geographic location and clickthrough rates.
3. Processing data. The next stage of the web analytics funnel involves
businesses processing the collected data into actionable information.
4. Identifying key performance indicators (KPIs). In web analytics, a KPI is a
quantifiable measure to monitor and analyze user behavior on a website.
Examples include bounce rates, unique users, user sessions and on-site search
queries.
5. Developing a strategy. This stage involves implementing insights to formulate
strategies that align with an organization's goals. For example, search queries
conducted on-site can help an organization develop a content strategy based on
what users are searching for on its website.
6. Experimenting and testing. Businesses need to experiment with different
strategies in order to find the one that yields the best results. For example, A/B
testing is a simple strategy to help learn how an audience responds to different
content. The process involves creating two or more versions of content and then
displaying it to different audience segments to reveal which version of the
content performs better.
What are the two main categories of web analytics?
The two main categories of web analytics are off-site web analytics and on-site
web analytics.

Off-site web analytics


The term off-site web analytics refers to the practice of monitoring visitor activity
outside of an organization's website to measure potential audience. Off-site web
analytics provides an industrywide analysis that gives insight into how a business
is performing in comparison to competitors. It refers to the type of analytics that
focuses on data collected from across the web, such as social media, search
engines and forums.
On-site web analytics
On-site web analytics refers to a narrower focus that uses analytics to track the
activity of visitors to a specific site to see how the site is performing. The data
gathered is usually more relevant to a site's owner and can include details on site
engagement, such as what content is most popular. Two technological approaches
to on-site web analytics include log file analysis and page tagging.

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