Web analytics is an important part of digital marketing.
This consists of the collection and obtaining of information from all the people who visit a web page and what their behavior is within it.
Specifically, two types of data are analyzed: qualitative (give us information about how users behave on a web page) and quantitative (provides numerical information about what users do on a web page).
Some of the data that web analytics analyses are: what is the behaviour within the web, the most visited content, among others that we will develop later, in order to improve the browsing experience of the website.
In addition, web analytics also serves to check the results of the actions that are already being done and, if these, are not giving the expected results.
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The role of web analytics in your strategies
Web analytics has a very important role in your digital marketing strategies. That is why, in this article, we will give you some tips to realize its importance.
Depending on the strategy to follow, previously determined, either capture traffic to the web, user conversion or consumer loyalty. All this will be defined depending on the type of website we have.
We can say that, thanks to understanding what web analytics is, we will be able to define what will be the strategies to follow in order to improve the experience of each user on our website.
So, the whole set of actions that we are willing to take to improve it.
How to interpret web analytics
The way to interpret what web analytics is through the measurement of KPIs that provide us with enough data to know what things can be improved.
This interpretation is made from the data extracted through the tools that we will explain later.
Specifically, thanks to the data that is collected, we can interpret what is the behavior of users on our website, the time they visit it or which are the parts of the website that are most visited.
Thus, thanks to web analytics, we can obtain information about how users who visit the web behave and make the decisions that best suit us to improve our strategies.
Thanks to the data provided by the tools, we will be able to see which are the parts of the web page with which users interact the most and, thus, we can follow a strategy to make users stay longer on the web.
The general information of data that we can obtain are the following:
- Number of users
- Number of sessions
- Bounce rate
- Duration of the session
- Number of active users
- Page views per minute
- Traffic channel
- Sessions by country
- The pages that users visit (number of page views)
- The devices from which it is accessed
Tools for web analytics
The most useful tools to carry out a good web analytics strategy are divided into two large blocks: quantitative or qualitative.
Tools for quantitative web analytics
- Google Tag Manager: allows us to simplify the process of managing web tags and serve us to measure the objectives within Google Analytics and Google Ads.
- Google Analytics: it is the tool par excellence and is used to obtain information from users, know statistical data of the user within the page. In it, they can measure web pages.
- Google Search Console: this tool allows us to detect usability and indexing problems.
- Supermetrics: this tool gives us the opportunity to measure and control the results of the strategies of the different platforms where we advertise.
Qualitative web analytics tools
- Hotjar: allows us to analyse how the user interacts on the website, through heat maps and recordings that show us the behaviour of users within the web.
- Crazyegg: is a tool similar to the previous one and allows us to see, through heat maps, the places on the web where users click.
- ClickTale: this tool performs an analysis of user experience and behaviours and allows us to know the digital language of users to understand how they move within the web.
- Adobe Target: this tool allows us to create tests (A/B tests) to segment the target content and, thus, be able to see which is the web page that has the best acceptance by users, referring to the interaction of users on the web.
Use web analytics
In short, you should never forget to take into account web analytics when defining all the strategies of your brand.
Now it’s your turn.
If you need help or want us to solve any questions related to your business, we will be happy to do so. 😊
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