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.’
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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