Web Analytics
Web Analytics
Web Analytics
MODULE 3
• Web Analytics is the measurement,
collection, analysis, and reporting of Internet
data for the purposes of understanding and
optimizing Web usage.
• The focus of web analytics is to understand
the users of a site, their behavior, and activitie
• Web analytics empowers businesses to
understand user behavior, optimize website
performance, and make data-driven decisions
to enhance the overall online experience.
Regular analysis and adjustment based on
insights from web analytics contribute to the
ongoing improvement of digital strategies.
Web Analytical Tools
• Google Analytics:
– Features:
• Comprehensive data tracking, including traffic sources,
user behavior, and conversions.
• Goal tracking and e-commerce tracking for online
businesses.
• Audience segmentation based on demographics,
interests, and more.
• Real-time reporting and customizable dashboards.
• Adobe Analytics:
– Features:
• Advanced analytics for in-depth data analysis.
• Customer journey mapping and path analysis.
• Real-time analytics and reporting.
• Integration with other Adobe Marketing Cloud
products.
• Matomo (formerly Piwik):
– Features:
• Open-source web analytics platform.
• Customizable dashboards and reports.
• User privacy-focused with the option for on-premise
hosting.
• Goal tracking, e-commerce analytics, and heatmaps.
• Hotjar:
• Features:
– Heatmaps to visualize user interaction on web
pages.
– Session recordings for understanding user
behavior.
– Surveys and feedback tools to collect user
opinions.
– Conversion funnel analysis.
• Crazy Egg:
– Features:
• Heatmaps and scrollmaps to visualize user
engagement.
• A/B testing for webpage variations.
• User recordings for session analysis.
• Snapshot reports for quick insights.
• Mixpanel:
– Features:
• Event tracking for user interactions.
• Retention analysis to measure user engagement over
time.
• Funnel analysis for understanding conversion paths.
• People analytics to segment users based on behavior.
• Woopra:
– Features:
• Real-time analytics with live user tracking.
• Customer journey analytics and retention reports.
• Integration with other marketing tools.
• Behavioral segmentation for targeted analysis.
• StatCounter:
– Features:
• Real-time website analytics.
• Detailed visitor insights, including location and device.
• Customizable alerts for specific events.
• Historical data analysis.
• Clicky:
– Features:
• Real-time analytics with detailed visitor data.
• Heatmaps and uptime monitoring.
• Goal tracking and campaign tracking.
• Spy feature for live visitor tracking.
• Moz Pro:
– Features:
• Keyword tracking and site ranking analysis.
• Site crawl and performance monitoring.
• Backlink analysis for SEO.
• On-page optimization recommendations.
Data Collection
Set up and track goals, such as Measures conversion rates and Create custom reports and
form submissions, newsletter sign- helps evaluate the success of CUSTOM ALERTS dashboards to focus on specific
ups, or product purchases. marketing campaigns. metrics and KPIs.
INTEGRATIONS- Integrates with
MOBILE ANALYTICS- Provides other Google products, such as
insights into mobile user behavior Google Ads, Google Search
DATA RETENTION AND PRIVACY and performance. - Helps Console, and Google Data Studio.
optimize the user experience for - Enables a more comprehensive
mobile devices. analysis of marketing and website
performance.