How to understand that the site is really working? How to evaluate the effectiveness of an existing sales funnel? How to find vectors for further development in order to constantly improve performance? All these and many other questions are answered by a comprehensive web analysis.

Web analytics

Now you will learn what web analytics is, and why web analytics is needed for a modern site and business in general.

What is web analytics?

Web analytics is a comprehensive system for collecting, analyzing, and correctly interpreting data about site visitors, which is necessary for the continuous improvement and optimization of the resource.

In simple terms, analytics allows you to understand how users interact with your site as well as to track user activity website. Based on this information, it will be possible to systematically improve the principles of interaction. For example, change the structure, rework the content on the page, improve usability, etc.

What is web analytics for?

Web analytics services, when used correctly, help to solve several important tasks at once:

Increase in income per visitor due to the growth of conversion and average check.

Identification of bottlenecks in the sales funnel. Selection of a method to increase their efficiency.

Search for the most advantageous points for placing goods and services on the virtual shelves of the site.

Improvement of personal recommendations in mailing lists and on resource pages.

And this is only a small part of the tasks that correct web analytics helps to solve.

Main features of web analytics

A comprehensive web analytics system, when used correctly, provides the site owner with large amounts of important information:

How many users visit the site per day, week, month, or year.

What is the average time users are on the site.

How deeply visitors browse pages, how actively they follow internal links.

Where do users come to the site – from search, from other web resources, from social networks, instant messengers, and so on.

Who is your target audience (gender, age, geography, social status and even interests).

How users interact with the site. For example, they leave comments on a blog, share reviews about goods or services, take surveys, etc.

Whether the end goal of visiting the site is achieved (checkout, go to a specific page, fill out a form, etc.).

In addition, web analytics systems help evaluate the most important performance indicators: page loading speed, and display correctness in different browsers and on different devices (including those with different screen sizes and aspect ratios).

Web analytics answers questions about how the site works, and how the target audience interacts with it. The results of analytical studies directly depend on their type and the tools that you use.

Types of web analytics

Globally, web analysis is divided into two broad categories: standard and end-to-end analytics.

Standard analytics is aimed exclusively at the site – its technical condition, the number of visitors, user actions, etc.

End-to-end website visitor recording provides more complex data. It helps to track the entire path of the user – from clicking on the ad to the implementation of the target action.

For standard web analytics, well-known analytical systems are quite suitable, and for end-to-end – more highly specialized ones.


Web analytics is one of the most important steps toward improving your marketing strategy and increasing its effectiveness. As you can see, there are dozens of different web analysis tools on the market.

Today, complex analytics is one of the mandatory attributes for online promotion, increasing sales and audience loyalty. We have already talked about how to drive traffic to the site. But you must remember that this traffic must be properly analyzed in order to use this data to increase conversions.


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