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Understanding Web Analytics

Jyothi Maddineni
September 20, 2016

Web Analytics can be defined as the study of a website’s influence on its users and is the continuous process of analyzing the behavioral trends of visitors to a website. Web Analytics measure, collect, analyze and report a web data for better understanding and enhancing web usage. Web analysis is based on three important pillars: Users, User’s behavior and Campaign data of a website.

Why We Need Web Analytics?

Web Analytics determine whether the objectives of a business are met or not. Systematic analysis of data helps in the greater understanding of users’ behavior which, is crucial to develop business strategies. Web analytics should be done in recurrent manner parallel to the constant updates and optimization of a website. Return-On-Investment can be evidently demonstrated with the thorough usage of web analytics and documentation of user behavior.

How Does Web Analytics Help a Business?

The tool “Web Analytics” works based on the following principles:

  • Quantifying the data (Measure website’s activity)
  • Cultivating the strategy (Developing plan of action)
  • Acclimatize to the trend (User’s behavior)

Web analytics help to understand the performance of a website. The information derived from analytics guide us in making future decisions about content updates and marketing strategies about a company’s services or products.

Several Ways how Web Analytics Help a Business

Assessment of Website Performance

The key Resolution of a Web analytics is to measure the performance of a website. Web Analytics give us insights about a number of visits to website, a number of visits to individual pages, time span of users on each page etc. It also provides information about sources of traffic to a website which helps to decide the area of focus for marketing.

Audience Details

Analytics reports about visitors’ data reveals details such as geographical information, percent of new visitors, returning customers etc. Particulars about which operating system and web browser the visitors are using to access the website can be useful for businesses in technology.

Marketing Regulation

Businesses which promote their products or services through online marketing use various marketing channels. Web Analytics helps to monitor the effectiveness of online advertising and thus help to tweak the marketing strategy for the desired outcome.

Content Enhancement

A website for a company or business has multiple pages for different purposes. Analytics reports about the time span of visitors on and a number of visitors to different web pages give insights about the quality of content of that page. Necessary improvements can be implemented based on the reports.

Latest Trends in Web Analytics

Data Streamlining

It is time for innovative ways to govern huge volumes of data acquired from different channels and to come up with a plan of action on low-revenue areas of a business.

Prototype for Multi-Device Attribution

Consumers use multiple devices and platforms based on the context. It is much needed to develop a model that can acknowledge all multiple channels and platforms that a consumer uses.

Redefining Metrics Based on Customer’s Perception

Need to shift focus from channel metrics to align customers’ journey with a strategy for conversion. Each stage of the purchase cycle should be measured for a business objective with appropriate analytic method and customer behavior should be the center of marketing strategy.

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