What is web analytics?
Web analytics is a discipline dedicated to measuring, processing, analyzing and reporting information related to the website or mobile application in order to understand how users are using it, in order to optimize it and improve results .
Through web analysis tools such as Google Analytics, Semrush, Kissmetrics or Amplitude, data is collected from visitors, the operation of the website itself or online marketing facebook database campaigns to monitor digital marketing KPIs and prepare reports that allow strategic decisions to be made to achieve business objectives and/or improve the user experience.
The importance of web analytics
Better understanding of your visitors. Web analytics provide key metrics and statistics that allow you to better understand your site's users, such as the country and city from which they connect, demographic characteristics such as age, gender and educational level, or more specific aspects such as their interests and purchase intention.
Optimize your website. Web analytics provide relevant information to implement changes to your site that will help you achieve your goals more efficiently, whether by improving the content of the pages that perform the worst or by designing more interesting calls to action.
Improve user experience. Understanding how users behave on your site and evaluating how your site is performing can help you identify which elements are working best and which ones need to be changed to improve the user experience. Web analytics can be used to ensure that there are no broken links, that pages load quickly, and that visitors can find the information they need.
Increase the effectiveness of marketing campaigns. Web analytics allows you to track conversion metrics of online marketing campaigns in real time to decide whether changes are necessary. It is therefore a very valuable tool that helps optimize ROI.
Predicting trends. Web analytics can become a tool for detecting and predicting trends. Analysis of traffic and visitor behavior allows you to detect new interests, identify keywords that convert best, and identify seasonal demand peaks so that your business can anticipate them.
What is web analytics?
There are various web analytics tools, but many of them provide complementary information so that they can be used at the same time to enrich the data about the site. To implement these tools, it is usually necessary to insert a JavaScript fragment into the website code, which allows monitoring of user activity. Web analytics services also often use cookies to track individual sessions and detect repeat visits from the same browser.
As a rule, web analytics tools collect information about the audience, visitor behavior, and data from active campaigns . This information is usually presented in a dashboard with graphs that can be filtered using the categories and indicators that are of most interest.
