Web analytics is a quantitative, behavioral approach to measuring web site use.
Analysts create and maintain standardized reports and dashboards, identify traffic and conversion trends, and provide ongoing optimization, revenue opportunities and lost-opportunity analysis to increase sales, revenue, and customer satisfaction. Implementation is responsible for accurate reporting and tracking.
Web site analysis includes marketing optimization and user experience. Marketing optimization concerns conversion rate by marketing channel: paid search, display, retargeting, affiliate, email, or social media. It concerns landing page improvements and optimizing the marketing budget. User experience optimization ensures that every page has a purpose. “What’s the purpose of this page?” Answering this reduces friction and increases the conversion rate.
Web analytics is a tool to make changes. In order to make changes, keep in mind the business objectives and any key performance indicators that could apply.
| Business Objective | Action / Measurement / KPI |
| Reach revenue targets | Sales |
| Expand brand name recognition | Number of clicks on social share buttons |
| Increase customer loyalty | Number of return visits or orders |
| Increase customer loyalty | Promotional email signups |
| Increase customer satisfaction | Net promoter score |
Source: Zach Olsen. Introduction to Web Analytics. Sep 30, 2015. https://youtu.be/GnensUzdmGY
Kate Colias 