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Glossary – Web Analyst

Web Analyst

Nikiforov Alexander
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What is web analytics

Web analytics is a discipline that deals with the collection and analysis of statistical data about user behavior on a website or in an application. The main task of web analysts is to improve the efficiency of digital resources by identifying errors and issues that may negatively affect user experience. Specialists in this field analyze the collected data, draw conclusions, and provide recommendations to various teams, including programmers, marketers, and content managers, to enhance the performance of the website or application.

Tasks of a web analyst

Web analysts perform numerous tasks, including:

  • Setting up analytics systems such as Google Analytics and Yandex.Metrica;
  • Identifying systemic problems faced by users;
  • Developing and testing hypotheses to improve UX;
  • Conducting A/B testing;
  • Analyzing advertising campaigns;
  • Preparing analytical reports.

With the development of web analytics tools such as Google Tag Manager, new responsibilities have emerged, such as working with codes without the need to involve programmers.

Levels of web analysts

There are three levels of web analysts: Junior, Middle, and Senior, each having its own characteristics and responsibilities.

Junior

A Junior specialist is already familiar with the basics of analytics and works with basic systems such as Google Analytics and Yandex.Metrica. Their tasks include:

  • Setting up goals and counters;
  • Collecting and analyzing statistics;
  • Visualizing reports;
  • Responding to requests from other departments.

Middle

A Middle analyst typically has a broader range of tasks:

  • Analyzing data using additional services;
  • Writing SQL queries;
  • Conducting A/B testing;
  • Calculating metrics that are important for business processes.

Senior

A Senior analyst has deep knowledge in analytics and can write scripts in programming languages. They tackle more complex tasks, such as setting up integration between various systems for end-to-end analytics.

Required skills

A web analyst must possess both personal and professional skills. Important personal qualities include:

  • Analytical thinking;
  • Attention to detail;
  • Communication skills;
  • Patience and perseverance.

Professional skills include:

  • Knowledge of analytics systems (Google Analytics, Yandex.Metrica);
  • Experience with Excel and Google Sheets;
  • Ability to write SQL queries;
  • Skills in programming languages such as Python and R;
  • Experience using BI systems for data visualization.

Demand for the profession

Web analysts are needed in any company that has a website or application. There are numerous job openings in various industries, including IT, marketing, medicine, and others. Most job offers are concentrated in large cities like Moscow, but remote positions are also available. The average salary of a web analyst is over 145,000 rubles, making this profession quite attractive.

How to become a web analyst

To start a career in web analytics, one can take advantage of free resources and courses to learn the basics. For example:

  • Courses on platforms such as "Netology" and "Yandex Practicum";
  • Free courses from Google;
  • Literature on web analytics, such as the works of Avinash Kaushik.

For deeper learning, one might consider paid courses that offer practical assignments and mentorship. A higher education degree in business informatics or other IT fields can also be beneficial.

The best way to advance in the profession is to start as a junior analyst and learn on the job by interacting with more experienced colleagues.