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Introduction to Web Analytics

Web Analytics

Web Analytics is defined as the process of collecting, measuring, analysing and reporting of web data in order to understand web usage and optimising web pages. Unlike the older times, now you can find which part of your advertising technique worked and which didn’t. With web analytics, you can understand all the parameters of web usage like visitors, web traffic, marketing campaigns and much more. Web analytics is a tool that can be used to tune your website according to the searchers comfort and requirement.


Any company would be eager to know the result of their investment. Marketers are therefore interested in knowing whether their campaign in digital marketing is attracting the expected visitors and whether that campaign is successful. Web analytics helps in finding out just this. With web analytics you can understand the interaction of visitors with your website and trends of your website. By segmenting your visitors you can understand where exactly your campaign is successful and where it wasn’t successful and also find out why it wasn’t successful.


The various steps in Web Analytics Framework are discussed here:

 1. Determine Needs

Many websites offer many activities to keep their customers engaged in their website. It is important to make these activities interesting and very user friendly. This will help in customer satisfaction.

Let us take the example of online shopping to understand the use of web analytics. The activities are the customer clicking on the product, adding it to shopping cart and checking out. With web analytics you can recognise at which point the customer abandoned your site and you can make necessary improvements at that stage to reduce abandonment.

2. Identification of Goals

The next step will be to identify the area of improvement.

The commercial Websites types:

  • Content Sites: Objective of content sites is to increase interest and time spent on the website. Measuring parameters are length of visit, page views, subscriptions (both subscribed and cancelled).
  • E-commerce sites: Increasing sales and decrease in marketing expenses are the objective here. Parameters are sales, sales per visitor, trend reporting, satisfaction etc.
  • Self- Service sites: Increase customer satisfaction and decrease inquiries. Measuring parameters are visitor length, call to customer care.

3. Metrics definition

With so many metrics recorded, prioritising which to measure is the basis for defining the metrics that improve your business result. The important parameters would be cost and revenue. Once all the required metrics are identified, manipulate them to achieve improvised results.


4. Data collection

The two tools in web analytics to collect data are webpage log server data and page tagging. Page tagging uses a line of Java Script code in each webpage that refers to the JavaScript file on your site. Using page tags, the visitor’s web browser helps in data collection.

5. Record data

Recording data is the next step that follows data collection. Recording the data for further reference is essential as it gives the crucial areas of improvement. If the completion of any activity (checking out, placing order) makes your website popular, then go ahead with it.

6. Implementing improvements

Before making the actual changes to the website, it is necessary to test the improvement strategies. Web analytics will help you in this. One of the tools used for this purpose is the A/B testing. This tool can be used to test different versions of improvements against a reference point. A/B testing tool tells you the best version of the strategy.

7. Measuring results

Once the improvement strategies are put in place, it is important to measure these results. Many companies are unable to or fail to measure ROI. Even today, marketers lack complete confidence in measuring web results. Improving on measuring results would be helpful in utilising web analytics completely.


Starting the process all over again helps you to monitor improvements and gives you a better understanding and valuable insights in web analytics.

SEO uses web analytics in almost all of its processes. It is the basis for all the decisions in SEO. SEO company in Phoenix have separate departments for web analytics. Their insights are very useful for marketers in digital marketing. Organizein, a digital marketing company in Phoenix has a brilliant track record in Search engine optimisation. This company uses web analytics for SEO. Web analytics is essential for all the processes in Search engine Optimisation and will help in getting that desired results for your WebPages.

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