One of the most interesting areas of Digital Marketing I get involved with is the numbers.
Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimising web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research.
Basic Steps of the Web Analytics Process
Most web analytics processes down to four essential stages or steps, which are:
Collection of Data
This stage is the collection of the basic, elementary data.
Usually, this data is counts of things. The objective of this stage is to gather the data.
Processing of Data into Information
This stage usually take counts and make them ratios, although there still may be some counts. The objective of this stage is to take the data and conform it into information, specifically metrics.
This stage focuses on using the ratios (and counts) and infusing them with business strategies.
Many times, KPIs deal with conversion aspects, but not always. It depends on the organisation.
Formulating online strategy
This stage is concerned with the online goals, objectives, and standards for the organisation or business. These strategies are usually related to making money, saving money, or increasing market share.
Google Analytics provides a huge amount of information about what is going on with the website, such as
visitor locations, what your visitors are searching for, what your best content is,
what is your worst performing page, your visitor device breakdown, you visitor demographic and so on.
Combined with the Google Search Console (Webmaster Tools as it was previously known), give you just about all the information you need.
I really enjoy filtering through the analytics, as its the BEST range of tools to use to decide on what to do with your site, where your customers are coming from, what they do on your site.
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