Web Analytics

Web Analytics gives you all the necessary hard data about your website so that you can make informed decisions about your digital activities. Web analytics enables you to measure the incoming traffic sources, helping you to make the most out of your search engine marketing and
search engine optimization investments. Web analytics will also help you to analyse how people behave on your site, what they do, where they do that and analysing all these data can tell you why they do that.

Many web analytics systems are available with different business models. Some cost money but there are some freely available ones such as Google’s popular Google Analytics which, apart from great features, allows seamless integration with Google Adwords.

Web analytics systems are very important to understand what is going on on your website and why and you can see the effects of your pay-per-click and search engine optimization activities.

There are different levels of service but most web analytics systems will be able you to provide you with data about your audience and the traffic they generate. You can find bellow the usually available parameters:

• Number of unique visitors
• Number page impressions
• Number of unique visitors
• Average visit length
• Traffic sources (i.e.: direct traffic, inbound links from referring sites and search engines)
• Technical details (i.e.: operating system, browser, language, etc.)
• Geographical data

Analytics in Search Engine Marketing

• Conversion tracking – it helps you identify the best-performing campaign elements. Though most adserving systems offer post-click and conversion-tracking, having everything in one place can help you have theconversion figures for all of your digital advertising campaigns.
• Optimize the conversion route – if the route a visitor has to go through to actually buy your product or service has any traps, following through the process in your analytics system can help you identify these pitfalls and find a solution to tackle the problem.
• Find new keywords – data will reveal you the keywords that users type in to find your site. This offers you invaluable insight how your visitors perceive you and you can use these learning in future campaigns.

Analytics in Search Engine Optimization

• Traffic sources – web analytics systems will enable you to see from where your visitors come. Knowing more about how people find you, what keywords they use, etc. helps you to further refine the search engine optimization process.
• Inbound links – search engines measure the amount and the quality of inbound links hence link building is essential to increase the visibility of your site and to reach good ranking in search engines. Tracking these referrals can help you identify the best link partners.