Web Analytics - Introduction

What is Web Analytics?

Web Analytics is the methodological study of online/offline patterns and trends. It is a technique that you can employ to collect, measure, report, and analyze your website data. It is normally carried out to analyze the performance of a website and optimize its web usage.

We use web analytics to track key metrics and analyze visitors’ activity and traffic flow. It is a tactical approach to collect data and generate reports.

Importance of Web Analytics

We need Web Analytics to assess the success rate of a website and its associated business. Using Web Analytics, we can −

  • Assess web content problems so that they can be rectified
  • Have a clear perspective of website trends
  • Monitor web traffic and user flow
  • Demonstrate goals acquisition
  • Figure out potential keywords
  • Identify segments for improvement
  • Find out referring sources

Web Analytics Process

The primary objective of carrying out Web Analytics is to optimize the website in order to provide better user experience. It provides a data-driven report to measure visitors’ flow throughout the website.

Take a look at the following illustration. It depicts the process of web analytics.

  • Set the business goals.

  • To track the goal achievement, set the Key Performance Indicators (KPI).

  • Collect correct and suitable data.

  • To extract insights, Analyze data.

  • Based on assumptions learned from the data analysis, Test alternatives.

  • Based on either data analysis or website testing, Implement insights.

Web Analytics Process

Web Analytics is an ongoing process that helps in attracting more traffic to a site and thereby, increasing the Return on Investment.