What is web analytics, and how can it be used to enhance an online presence?
Web analytics is used to collect, report and analyze website data. The emphasis is on identifying measures based on business and user goals, and then utilizing the data to examine the success or failure of those goals and to implement strategy and enhance the user experience.
Page views, unique page views, and new and returning visitors sound similar, but they are not. If you need help understanding the distinction, you may be misinterpreting your website analytics and making rash decisions. If this sounds like you, then it could pay to complete an online master’s in marketing program, which will help you learn all of the fundamental skills required to achieve a successful marketing campaign.
Web analytics data includes conversion rates, page views, paths taken, referring sites, and traffic sources. Customer relationship management analytics is frequently used to ensure that the best business decisions are being made based on the compiled data. Web analytics allows a company to attract more visitors, increase the amount of money that each customer spends, and retain customers.
Most web analytics tools rely on JavaScript tags and cookies to collect relevant data about website visits. These are codes that will be added to each website page for tracking purposes. This tag is activated when someone visits the page and enables your web analytics tool to collect essential data. This information often includes details regarding the visit and the visitor. Visit information consists of the length of the stay, the number of pages viewed, and the internal links clicked. Regarding the visitor, the program can typically gather information such as their geographic location and IP address, the browser and OS they are using, and their device.
Google Analytics and other web analytics platforms provide so much data that navigating them can take time and effort. As a result, some brands only use analytics to the bare minimum (such as tracking basic web traffic numbers) or do not use it at all. Successful content marketers invest time in understanding their audiences through techniques such as customer segmentation and user personas. Web analytics is a powerful tool for testing hypotheses and making informed, objective decisions.
Start by looking at the keywords that people used when Google directed them to your website in Analytics to get a sense of how well-known your brand is. Next, keep track of the percentage of this traffic generated by your pay-per-click campaigns versus organic search results. Next, navigate to Acquisition, Campaigns, and Organic Keywords in Analytics. Here, you can see the number of visits and the percentage of your total traffic that these visits represent. Finally, go to Paid Keywords for sponsored referrals.
Data analytics tools are becoming an increasingly important weapon in a brand’s arsenal. It would be a waste not to utilize online data fully. Practical analysis can give brands the competitive advantage they require to reach their target audience. Brand awareness is critical in this digital age because it establishes customer trust and credibility. Use data analytics to propel your brand forward if you want it to perform well and, more importantly, outperform the competition!
