Web Analytics Training
In this section we will look at the theory behind web analytics, starting with the key concepts and the value and benefits of using a web analytics programme. We will identify some of the top tools used for web analytics and also how and why a measurement plan should be used by all businesses in line with their website and web analytics.
Marketers use web analytics tools to understand how their campaigns are performing, in particular, how users behave on their website and how they interact with their content.
Web analytics tools can help you understand what content on site is working well and what objectives you want it to… and also understand how traffic from different sources differ in their behavior on site.
Web analytics tools provide insight into the full user journey, from source, to interaction, through to the completed conversion; for example, you can find out the source of the traffic from an organic search on a search engine through the pages viewed and any micro and macro conversions along the way.
The insights marketers obtain through their analytics help to optimize content and campaigns by providing data on:
what content to update or create to increase engagement
what campaigns to increase investment in
what changes to make on the website to improve user experience and
what updates to make to the positioning of products and services to appeal more to consumers
There are dozens of web analytics tools on the market. Some of the main tools used are:
Google Analytics: the most commonly used analytics tool worldwide and has both free and paid versions.
Adobe Analytics: an enterprise solution that is part of the Adobe Marketing Cloud and has only a paid license.
Webtrends: another paid-for enterprise solution that has integrated heat mapping software.
Kissmetrics: this has a CRM as well as email marketing packages alongside its analytics tools and offers only paid subscriptions.
Woopra: an analytics package that also has integrated CRM analysis, with both free and paid levels.
Piwik: an open-source analytics tool that offers both paid and free versions.
Google analytics is the most commonly used web analytics tool and has both a free and paid version.
While there are many differences between these tools, the main benefits to Google Analytics 360 (the paid version) is:
Dedicated support and training
Higher customization abilities
Higher processing limits
There are two main ways to install the Google Analytics code:
The first is to install the code directly onto the website using Google’s guidelines – this is usually done by a developer, but many content management systems have settings that allow the tracking code number to be entered into the CMS and the code is automatically applied to the website.
Alternatively the code can be implemented using a tool called Google Tag Manager, if the tag manager code is already set up on the website.
There are four main reporting areas in Google Analytics. These are:
Audience – who is coming to your website
Acquisitions – how they are getting to your website
Behavior – what they are doing on your website
Conversion – what actions they are taking to complete set goals
Each of these areas have many areas with in-depth information that enable you to gain valuable insights.