Content
- What is web analytics?
- Why do companies need web analytics?
- Types of web analytics
- Popular web analytics services
What is web analytics?
Web analytics is a system designed for collecting, measuring, and analyzing data about website visitors. It provides valuable insights into user behavior, such as how many pages they view, what content interests them, where they come from, and how often they complete target actions. Based on the obtained data, website owners can effectively evaluate the results of their marketing efforts and develop strategies for further growth.
In addition to data collection, web analytics involves interpreting that data and forming online strategies, enabling businesses to make informed decisions based on actual information.
Why do companies need web analytics?
Web analytics offers online project owners numerous opportunities, including:
- Creating a detailed profile of the target audience;
- Assessing the effectiveness of online promotion, including SEO and advertising campaigns;
- Identifying issues with navigation, functionality, and website content;
- Developing strategies to increase traffic and improve conversion rates.
The primary task of web analytics is to assist businesses in making the right decisions and improving return on investment from their website. Web analytics systems allow tracking various parameters, such as:
- The number of visitors over a specified period;
- The total number of pages viewed per session;
- The average time spent on the site;
- Geographic and demographic data of visitors;
- Achievement of goals on the website;
- Bounce rates.
Types of web analytics
Web analytics can be divided into two main categories: classic and end-to-end. Let's explore their features:
Classic web analytics
Classic web analytics focuses on analyzing data from a specific website and provides an overall view of its performance. However, it does not always allow tracking the path of individual users, making it difficult to assess their interaction with the resource. This type of analytics is suitable for all types of websites. To use it, it is necessary to install counters from systems like “Yandex Metrica” or Google Analytics.
End-to-end web analytics
End-to-end web analytics, on the other hand, allows tracking the entire user journey—from the first contact with an advertisement to completing a purchase. It analyzes expenses and revenues from each channel, including contextual advertising, SEO, email newsletters, and social media. End-to-end analytics aggregates data from various sources, including classic analytics, advertising accounts, and CRM systems. This type of analytics is particularly useful for commercial websites that utilize multiple marketing channels.
Popular web analytics services
In Russia, the most common web analytics systems are “Yandex Metrica” and Google Analytics. Let's look at their features:
Yandex Metrica Analytics System
“Yandex Metrica” is a free tool that allows tracking website traffic, primary traffic sources, as well as geographic and demographic data of users. This system is especially suitable for beginners as it has an intuitive interface and the ability to automatically create goals.
Google Analytics Analytics System
Google Analytics is a powerful platform for analyzing user behavior on websites, offering both free and paid versions for larger companies. It allows analyzing a wide range of parameters, tracking visitor actions, conversions, and traffic sources. Despite its functionality, Google Analytics may seem complex for beginners; however, it provides extensive opportunities for in-depth analysis.
For deeper analysis and expanded functionality, paid services such as Calltouch, Roistat, Comagic, and others can also be considered, which offer additional tools for end-to-end analytics and call tracking.