Web analytics is the core competency required to evaluate the data on a website or even a mobile app. "It's the process of measuring, collecting, analyzing, and reporting browsing and interaction data to understand and optimize the use of websites and web pages." Wikipedia
WebAnalytics is to Digital Marketing what BI is to an ERP, no matter how great the assumptions created by an organization regarding the profile of users who access the website or even the media investments made across all channels, it will always be through it that assumptions will be transformed into mathematics and logic under the light of the interpretation of performance indicators.
What are performance indicators?
They are relative mathematical quantities that serve to score the degree of satisfaction of an item. They are widely applied in all sciences, but in web analytics they serve to establish degrees of satisfaction in dimensions related to the user, their behavior on the site, their origin, the content they access, and expected response objectives called conversion.
How does Web Analytics work?
Performance indicators help us in the decision-making process when making changes to the website, which is why they should always be integrated into all digital marketing strategy activities.
Web Analytics Tools Classification
There are numerous Web Analytics tools with different proposals, but they are primarily divided into two categories regarding data collection:
Log Analysis
It relies on the user's browser header information to record information, thus running on the server side, and does not depend on any client-side technology to store information.
Tag Analysis or Page Tagging
Through a piece of client-side language code, usually JavaScript, the system collects user behavior data. Although it depends on client-side functionality, this model tends to be more efficient because it obtains information during user interaction without relying on new requests to the server.
Google Analytics: The Most Popular Web Analytics Tool
Google Analytics is the most widely used web analytics tool in the world. It is implemented through Page Tagging and has robust reports on all possible user dimensions, in addition to offering broad integration with all Google tools and providing customized reports for the needs of each website.
In addition, it has its own Ecommerce solution called Google Analytics Ecommerce with complete reports on revenue, average sales ticket, product and order performance reports.
