Why Web Analytics/ Digital Analytics is an important Business tool

Web analytics is the process of analyzing the behavior of visitors to a Web site. The use of Web analytics is said to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the monetary volume each customer spends.

What Is Web Analytics

Web analytics is the measurement and analysis of data to inform an understanding of user behavior across web pages.

Analytics platforms measure activity and behavior on a website, for example: how many users visit, how long they stay, how many pages they visit, which pages they visit, and whether they arrive by following a link or not.

Businesses use web analytics platforms to measure and benchmark site performance and to look at key performance indicators that drive their business, such as purchase conversion rate.

Using web analytics, you can track where your web traffic is coming from, what kinds of blog posts, topics and pages attract the most traffic, what day of the week is the busiest in terms of traffic, and what kinds of keywords people are typing into search engines to arrive at your website. You can also track where and how your traffic converts to sales leads, and where those leads come from

Why Web Analytics?

Website analytics provide insights and data that can be used to create a better user experience for website visitors.

Understanding customer behavior is also a key to optimizing a website for key conversion metrics.

For example, web analytics will show you the most popular pages on your website, and the most popular paths to purchase.

With website analytics, you can also accurately track the effectiveness of your online marketing campaigns to help inform future efforts.

How Web Analytics Work

Most analytics tools ‘tag’ their web pages by inserting a snippet of JavaScript in the web page’s code.

Using this tag, the analytics tool counts each time the page gets a visitor or a click on a link. The tag can also gather other information like device, browser and geographic location (via IP address).

Web analytics services may also use cookies to track individual sessions and to determine repeat visits from the same browser.

Since some users delete cookies and browsers have various restrictions around code snippets, no analytics platform can claim full accuracy of their data and different tools sometimes produce slightly different results.

As a marketing/ Digital agency, we’ve come to understand

A strong online presence can be the key to a business’s growth with increased exposure and better communication with potential and current customers alike, but what is the point of a fancy website and lots of online activity without a carefully thought out strategy? How can you develop strategy without accurate and up-to-date analysis? This is where web analytics come in.

With great free tools such as Google Analytics there is every reason that any business no matter the size shouldn’t be using some form of web analytics program to measure the success of their digital strategy.

Reasons We Recommend Web Analytics For Business

1. Keyword Insight

You may be under the impression that just because you’re a small business owner, you’re closer to the customer and understand the words and phrases that are driving people to your site. In truth, analytics gives you proof through the data. Analytics provides insight into which words are the big drivers to your site. It also not only shows you how many people searched the term, but also if they are new or returning visitors and how long they stayed.

2. Customer Insight

Now that you understand what your customers are looking for, it gives you a better idea of who they are, how they behave, how they segment their keywords and compare it to how you are segmenting. With this data you’ll find the most interesting ways your customers behave,

3. Social Insight

This insight allows you to readjust the precious manpower and money to maybe one channel more so than the other. These social insights allow you to:

  • Identify the traffic coming to your site and what that traffic does on your site
  • Understand which of your social channels are the top performers with your target audience
  • And equips you with the right data to make more informed decisions

4. Page Quality

Page analytics can give you insight to how your site is helping users meet their needs, or if they are simply coming then going. This includes data on how each page on your site is performing by whether or not it is sending potential leads down the funnel to conversion.  

5. Trends and Conclusions

Analytics are meant to help you see not only the differences in data from week to week, but also to let you see the trends over time. But make sure you’re not drawing conclusions too quickly. Ensure that with the trends and segmentation, you can find what is driving people away from your sight.

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If you don’t analyze the current state of your website data, visitors, traffic and conversions, how will you know what areas need to be further developed or improved? Ignoring web analytics is throwing away opportunities to improve not only the functionality of your website, but also to expand, focus or develop your product offerings to best meet the needs or your target market.


Discover why thousands of customers, including some of the world’s biggest brands, trust us.


Sourcebranding Digital Agency

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