On-site web analytics measure a visitor behavior and websiteperformance. Performance records factors that encourage users tostay on, navigate your website, and make a purchaseMobile web analytics is a specialized focus on mobile website userbehavior. Mobile analytics records data from users that connect toyour website using a mobile device. This analytics is used todetermine what campaigns work best for mobile website traffic.Online / web video analytics measures how viewers get to a onlinevideo(movie clip, video advertisement, movie trailer, television show)and what they do when they watch it ( Wikipedia, 2009).
How Web Analytics Are Measured
Web analytics are measured by use of metrics. The
of webmetrics refers to the science of measuring websites. Moredescriptively, measuring user events and clicks on a website(OpenTracker, 2009). The most important web metrics as defined bythe Web Analytics Association are Unique Visitors, Visits/Sessions, andPage Views. Most web analytic definitions are based off of these threemetrics. (Web Analytics Association. 2009).
Web Analytics Organization
A national association is in place, called the Web Analytics Association(WAA) to help define Web analytics measures to develop a commonvocabulary, definitions, and standards for measuring and reportingWeb metrics. The WAA believes using like-minded data metrics andmethodologies will result in:
More meaningful industry benchmarking
Comparability of results among different tools
Importance of Web Analytics