WEB ANAYTICS

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

• Traffic Sources: Identify where website visitors

come from (e.g., search engines, social media,
direct visits).
• User Behavior: Track user interactions, such as
page views, clicks, downloads, and form
submissions.
• User Demographics: Collect data on user
demographics, locations, devices, and
browsers.
• Key Metrics:
• Pageviews: The total number of pages viewed on a
website.
• Sessions: A series of interactions by one user within
a specific timeframe.
• Bounce Rate: The percentage of single-page visits
where the visitor leaves without interacting further.
• Conversion Rate: The percentage of users who
complete a desired goal (e.g., making a purchase,
signing up).
• User Engagement:
• Time on Page/Session: Measure how long
users spend on your site or individual pages.
• Interaction Events: Track specific interactions,
such as clicks on buttons, video views, or
social media shares.
• 4..
• Acquisition:
• Traffic Channels: Analyze the sources of
website traffic (organic search, paid search,
direct, referral, social).
• Campaign Tracking: Monitor the performance
of marketing campaigns and their impact on
website traffic
• Content Analysis:
• Popular Pages: Identify the most visited pages
on the website.
• Exit Pages: Determine which pages have high
exit rates, indicating potential issues.
• 6.
• Conversion Tracking:
• Goals: Set up and track specific goals, such as
form submissions, newsletter sign-ups, or
product purchases.
• E-commerce Tracking: Monitor transactions
and revenue for online stores.
• 7.
• User Journey Mapping:
• Funnel Analysis: Visualize and analyze the
steps users take before completing a goal or
conversion.
• User Flow: Understand the paths users take
through the website.
• Mobile Analytics:
• Mobile Usage: Understand how visitors access
your site via mobile devices.
• Responsive Design Analysis: Ensure the
website is optimized for various screen sizes.
• 9. Site Speed and Performance:
• Page Load Times: Measure how quickly pages
load, as slow load times can impact user
experience.
• Performance Metrics: Analyze factors
affecting site speed, such as server response
time and image optimization.
• 10. Data Segmentation:
• Demographic Segmentation: Segment data
based on user demographics (age, gender,
location).
• Behavioral Segmentation: Analyze data based
on user behavior, such as new vs. returning
visitors.
• A/B Testing:
• Conduct experiments to test variations of
webpage elements (e.g., headlines, images)
and determine which performs better in
achieving goals.
• 12.
• Privacy and Compliance:
• Ensure compliance with data privacy
regulations, such as GDPR or CCPA, and
implement measures to protect user data.
• Reporting and Visualization:
• Use analytics platforms like Google Analytics,
Adobe Analytics, or others to generate reports
and visualizations.
• Create custom dashboards to focus on specific
metrics and KPIs.
• Google Analytics is a widely used web
analytics service provided by Google that
allows website owners and marketers to track
and analyze various aspects of their website's
performance. It provides valuable insights into
user behavior, traffic sources, and the
effectiveness of online marketing efforts.
 FEATURES OF GOOGLE ANALYTICS
Create a Google Analytics account
by linking it to your Google
account.
Set up a property for each website
or mobile app you want to track.
Shows how users navigate through
your site, including entry and exit
pages.
Tracks user engagement, time
spent on pages, and interactions
with website elements.
Set up and track goals, such as
form submissions, newsletter sign-
ups, or product purchases.
Obtain a unique tracking code from
Google Analytics.
Install the tracking code on every
page of your website to start
collecting data.
Real-Time Reporting
Measures conversion rates and
helps evaluate the success of
marketing campaigns.
Google Analytics collects data on
user interactions, including
pageviews, clicks, and conversions.
Tracks user demographics,
interests, devices, and locations.
For online businesses, Google
Analytics offers e-commerce
tracking.
CUSTOM ALERTS
Identifies the sources of website
traffic, such as organic search,
direct visits, referral traffic, and
paid campaigns.
Allows you to measure the
effectiveness of various marketing
channels.
Tracks transactions, revenue, and
product performance.
Create custom reports and
dashboards to focus on specific
metrics and KPIs.

MOBILE ANALYTICS- Provides
insights into mobile user behavior
DATA RETENTION AND PRIVACY and performance. - Helps
optimize the user experience for
mobile devices.
INTEGRATIONS- Integrates with
other Google products, such as
Google Ads, Google Search
Console, and Google Data Studio.
- Enables a more comprehensive
analysis of marketing and website
performance.

EVENT TRACKING-Tracks specific

Segment data based on
events on your website, such as
demographics, user interests, and
clicks on buttons, video views, or Customize views to get a quick
behavior. - Create custom
downloads. - Provides insights overview of important data.
segments to analyze specific user
into user interactions beyond
groups.
standard pageviews.
• Google Analytics is available in both a free
version and a premium version called Google
Analytics 360, which offers additional features
and support for larger enterprises.
• Regularly monitoring and analyzing data
through Google Analytics is essential for
optimizing websites, improving user
experiences, and making data-driven decisions
in digital marketing strategies.
 BASIC DIGITAL MARKETING ANALYTICS
METRICS
• Dashboard Metrics
• Most Exited Pages
• Most Visited Pages
• Referring Websites