Web Analytics

Web analytics tools collect data for the purpose of understanding and optimizing website usage. Analysts use this data to provide you with the right information about your website to improve your business.

‘Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.’

Technically, there are two different important categories of On-site web analytics. The first one reads the logfiles in which the web server records all events. The second method ‘page tagging’ uses JavaScript on you pages to register when a page is viewed by a web browser. Page tagging has become the most popular method. Both methods will result in web traffic reports. Commonly web analytics solutions are offered as Software as a Service (SaaS).

The most commonly used metrics in web analytics reports are: Unique visitors, Visits, Time on page, Time on Site, Bounce Rate, Visitors Geolocation, Exit rate and Conversion rate. More recent metrics provide additional types of information like e-mail response rates, user performance data, feedback from social media and heatmaps of user clicks on your website. Some web analytics tools offer the possibility to integrate data with (offline) sales and lead information.

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Tools in Web Analytics