The tag can also gather other information like device, browser and geographic location (via IP address). Using this tag, the analytics tool counts each time the page gets a visitor or a click on a link. Most analytics tools ‘tag’ their web pages by inserting a snippet of JavaScript in the web page’s code. With website analytics, you can also accurately track the effectiveness of your online marketing campaigns to help inform future efforts. Understanding customer behavior is also key to optimizing a website for key conversion metrics.įor example, web analytics will show you the most popular pages on your website, and the most popular paths to purchase. Website analytics provide insights and data that can be used to create a better user experience for website visitors.
There’s an old business adage that whatever is worth doing is worth measuring.
Web analytics is the measurement and analysis of data to inform an understanding of user behavior across web pages.Īnalytics platforms measure activity and behavior on a website, for example: how many users visit, how long they stay, how many pages they visit, which pages they visit, and whether they arrive by following a link or not.īusinesses use web analytics platforms to measure and benchmark site performance and to look at key performance indicators that drive their business, such as purchase conversion rate.
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