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September 14, 2023updated 20 Jan 2024 3:31am

What is Web Analytics?

There are alternatives to Google Analytics for checking how well your web site and marketing campaigns are doing, here's a few

By Tech Monitor Staff

In the hyper-competitive digital landscape, the success of websites and online businesses hinges on informed decision-making. Web analytics is the cornerstone of this decision-making process.

web analytics
Web analytics (Image: Shutterstock)

Understanding Web Analytics

Web analytics refers to the collection, measurement, analysis and reporting of web data to understand and optimise the performance of a website or online platform. It provides actionable insights into user behaviour, website traffic and the effectiveness of online marketing efforts. It functions like a digital compass that guides businesses in the vast online landscape.

Why Web Analytics Matters

Data-Driven Decision Making

Web analytics empowers website owners and businesses to make data-driven decisions. By tracking and analysing user interactions with a website, it reveals valuable information about what works and what doesn’t. This data helps in optimising the user experience, content and marketing strategies.

Measuring Success and ROI

For businesses, understanding the return on investment (ROI) for online activities is essential. Web analytics provides precise metrics for evaluating the success of online marketing campaigns, enabling businesses to allocate resources effectively and invest in strategies that deliver the best results.

Uses of Web Analytics

Traffic Analysis

One of the fundamental functions is traffic analysis. It helps in understanding where website visitors are coming from, their demographics and how they navigate through the site. This data is vital for tailoring content and marketing to specific audience segments.

Conversion Tracking

Conversion tracking involves monitoring specific actions that users take on a website, such as signing up for a newsletter, making a purchase, or downloading a resource. It helps businesses understand the effectiveness of their call-to-action strategies and identify areas for improvement.

Tools for Web Analytics

Google Analytics

Google Analytics is one of the most popular web analytics tools, offering a comprehensive range of features. It allows website owners to track user behaviour, measure advertising ROI and obtain valuable insights into audience demographics.

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SEMrush

SEMrush is a comprehensive digital marketing tool that provides web analytics features, focussing on Search Engine Optimisation (SEO) and Search Engine Marketing (SEM). It allows businesses to conduct competitive research, track keyword rankings and analyse website traffic and user behaviour.

Google Search Console

Google Search Console is a free tool offered by Google that helps website owners monitor and maintain their site’s presence in Google Search results. It provides valuable data on search performance, indexability and security issues.

Matomo (formerly Piwik)

Matomo is an open-source web analytics platform that provides similar capabilities to Google Analytics. It offers user-friendly privacy features and customisable analytics reports, making it a compelling option for businesses looking to maintain full control over their data.

Adobe Analytics

Adobe Analytics is a robust analytics solution that provides real-time tracking, customisable reports and predictive analytics. It’s especially favoured by large enterprises for its advanced features and data integration capabilities.

The author generated this text in part with GPT-3.5, OpenAI’s large-scale language-generation model. Upon generating draft language, the author reviewed, edited, and revised the language to their own liking and takes ultimate responsibility for the content of this publication.

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