How Web Analytics Measure Your Digital Marketing Success *

Web Analytics Measure and Quantify


Web Analytics Measure Your Success


Web analytics is the measurement, data collection, analysis and reporting of web data.  This tracking and analyzing of data is done to help understand and optimize web usage.  

Using web analytics is not just a process for measuring web traffic but can be used as a tool for business andmarket research.  You can also use analytics to assess and improve the effectiveness of your website.


Web Analytics Dissects Your Web Traffic


Web analytics applications can also help measure the results of traditional print or broadcast advertising campaigns.  Google Search Console analytics help to quantify changes in traffic to a website after the launch of a new advertising campaign.

Web analytics provides information about the number of visitors to a website and the number of page views.  It helps gauge traffic and popularity trends which is useful for market research.


Four Steps to Your Web Analytics Success


Most web analytics processes come down to four essential stages or steps.


Collection of Your Data


This stage in the Web Analytics Process is the collection of the basic, elementary data.  Usually, these data are counts of things.  The objective of this stage is simply to gather the data.


Processing Your Data into Useful Information


This step of the Web Analytics process take counts and makes them ratios, although there still may be some counts.  The objective of this stage is to take the data and form it into useable and actionable information, specifically metrics.


Developing Your KPI Data


This stage focuses on using the ratios and counts and infusing them with business strategies, referred to as key performance indicators (KPI).   Many times, KPIs deal with conversion aspects, but not always.  It depends on the organization.

A performance indicator or key performance indicator (KPI) is a type of performance measurement.  KPIs evaluate the success of an organization or of a particular activity such as projects, programs, products and other initiatives in which it engages.


Formulating Your Online Strategy


This stage is concerned with developing your online goals, objectives, and standards for your organization or business.  Your strategies are usually related to making money, saving money, or increasing marketshare.


A/B Testing Identifies Your Success


There is another essential function developed for the optimization of websites.  You can perform experiments and testing including A/B testing.  A/B testing is a controlled experiment using two variants, in online settings, such as your web development.


Your A/B Testing Goals


Your goal using A/B testing is to identify changes to web pages that increase a statistically tested result which you are interested.  As the name implies, two versions (A and B) are compared, which are identical except for one variation that might affect a user’s behavior.

Version A might be the currently used version or control, while version B is modified in some respect by changing or treatment.  An e-commerce website’s purchase funnel is typically a good candidate for A/B testing.  Even marginal improvements in drop-off rates can represent a significant gain in your sales.

Significant improvements can sometimes be seen through testing elements like copy text, layouts, images and colors.


Web Analytics Provide Your Answers


Web analytics applications can also help you measure the results of traditional print or broadcast advertising.  Analytics also help to estimate how traffic to your website changes after the launch of a new advertising campaign.  


Analytics Tell You Who’s Visiting


Web analytics provides information about the number of visitors to your website and your number of page views.  Web Analytics help you measure your traffic and popularity trends which is useful for market research.  Without Web Analytics you are basically driving blind, without a clue about who is visiting your site.

Your web analytics tell you who is visiting.  How many are visiting.  What they are looking at.  Information that you need to make the decisions that will guarantee your success.



Accessibility Toolbar