What is web analytics?
I've read in a few places that Web Analytics is directly linked to website data, via Google Analytics analysis. This is partly true. In fact, many people confuse what Web Analytics is with other concepts, such as Análisis de marketing , for example.
While Marketing Analytics is linked to marketing actions (which may or may not occur in the digital realm), Web Analytics occurs strictly in the digital realm when we talk about its origin.
And where does it come from? Because this data, even if it comes from the web, can even be processed in a spreadsheet, although there are great tools, such as Google analitico . In times of grandes datos , Web Analytics is increasingly consolidated as a thermometer of the actions carried out on the web.
It is also important to note that Web Analytics goes beyond the results that tools show. Data analysis uses tools, but those who interpret the data can also treat the information in other ways. Therefore, it is important to go beyond the conventional when we talk about data analysis. If you are not satisfied with what you have at hand, take data processing and analysis to the next level.
Web Analytics is the process of collecting, analyzing, and interpreting data related to user behavior on websites and online platforms. It provides valuable insights into how visitors interact with a website, including how many people visit the site, where they come from, how much time they spend on the site, which pages they view most often, and what actions they take during their visit.
Why web analytics is so important
I remember a History teacher I had who said: History is malaysia email list about analyzing past events with the goal of understanding the present. Well, that's what Web Analytics is all about. Analyzing past events to understand their impact, understanding what's happening. And more: with the goal of correcting or improving strategies to get better results.
Interestingly, data analysis doesn't just allow us to understand what's wrong. Finding out what's working is very important, as it allows you to scale up your results. You might discover a preference of your persona or notice a type of behavior on a página de destino , for example, by modifying your campaign, which could increase the conversion rate.
Thus, the main goal of Web Analytics is to better understand the performance of a website, identify areas for improvement, and make informed decisions to optimize the user experience and achieve business goals. These goals can range from increasing website traffic to improving conversion rates such as sales, lead generation, or registrations.
Web analytics tools collect data through tags and scripts placed in website code, which track user activities. This data is then processed and presented in reports and dashboards, where website owners can analyze it and extract relevant insights.
Furthermore, web analytics can also be used to test and evaluate the performance of online marketing campaigns, identify market trends, understand the profile of the target audience, and monitor the effectiveness of SEO (Search Engine Optimization) and SEM (Search Engine Marketing) strategies. In short, Web Analytics is an essential tool for guiding business decisions and maximizing online success.
How to analyze data
To help organize your analysis, we have some key points to include in your routine:
Plan your analysis
There are broadly two types of analysis in Web Analytics: predictive analysis and prescriptive analysis . Predictive analysis helps to understand the macro and the second, the micro. In predictive analysis, the main objective is to summarize the data obtained, which would leave room for corrections, before moving on to the details. Prescriptive analysis aims to understand the details of a given result.
Defining the metrics
To define metrics, you must first consider what your marketing objectives are. Without them, data analysis will be empty and always biased. There is no point in increasing traffic, for example, if the objective is conversions. There is no point in having many conversions if they do not translate into sales and the objective was to sell.
Monitor
Always being aware of what is happening helps you make adjustments. In addition, you must do it in a planned and organized way. Be disciplined.
Choose the tools
You can use a set of tools or just one. The important thing is to analyze the same data in order to compare them. You can use, in addition to Google Analytics and Facebook Analytics, for example, other tools such as Hotjar and Kissmetrics . Excel is also valid.
Other great tool tips include Cuadro , which allows integrations with Salesforce and Hadoop, and Atribución de Google , a platform that allows you to combine information from different data sources.