Web Analytics can be defined as the measurement, collection, analysis and reporting of Internet data for the purposes of understanding and optimising Web usage. In essence, it is all the information gathered from your website, to be used as a basis for future optimisation. 

Web analytics tracks so many different types of website data and analysing these will help you to make informed decisions on website design and optimization, and ultimately maximises your return on investment (ROI). 

Some of these are:

Page Views: Called ‘hits’ or impressions a lot of the time. This metric will show you the amount of times your site has been viewed within a certain timeframe.

Entry and Exit Page: This will show you what page a visitor landed on and what page they left your site from. It is a good metric to look at as it may help you understand why people are leaving your site.

Bounce Rates: This is the percentage of ‘single-page’ sessions, which refers to the amount of people that visited your site but left without interacting with it.

Locations: This shows where the users are viewing your site from. It can be very useful for marketing and strategic purposes.

Device usage: This shows whether a user is viewing your site on a desktop or mobile device. Again, this can be very useful for marketing purposes, and can also indicate whether your site is mobile friendly, which is critical to modern-day internet businesses and websites.

Organic vs. Paid Sessions: This metric will show you how users got to your site, whether they clicked one of your ads or just simply found you through the Google search. This is important in terms of developing your channels and identifying where you are getting the most return.

Search Queries: This shows what people are words people are searching that bring them to your site, it is very useful when adding keywords or negative keywords. 

Users by gender or age: These metrics are both very useful for marketing as it will help you design your ads appropriately.


Web analytics takes out any guessing you may have done in the past and shows you exactly who is visiting your site, what they do when they are there and how they ultimately got there. Keeping track of your web analytic is so important to stay relevant and on top of your respected sector. 

Google Analytics
With so much data available, how do you know which is useful to you?  One of the greatest ways to get information about your customers is to segment them into different groups.    Here are some great ways to segment your customers:

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Google Analytics Tips
Web Analytics implementations are important to the running of your analytics, if you are not organised with it you can so easily lose data because of it. The first thing any analytics campaign must set up is a place to test changes made t to settings. It is key to track changes made so that you can see how effective they were to the campaign and it also makes the data is easily understood by an analyst. Within this article, we will look at the common errors people make with their analytics. The list is only some of the mistakes, but be aware there are more that could be made.

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Google Analytics

Google Analytics is a free product that tracks your website and gives detailed statistics about visitors to your website. For example, Analytics can show you how exactly people found your website, how they navigated around it, and how you can enhance their overall visitor experience. This information can help you improve your websites return on investment, increase conversions, and make more money through the web. There are many benefits that come with installing Google Analytics on your site. Listed below Google have outlined the top five things you can do as soon as you start tracking your site with Analytics:

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Google Analytics Tips

On the web today, it’s highly important, and profitable, to know a little bit about the traffic on your website. If you can know how much web traffic you have, what they do on your site, what your conversion rates are, and other related information, you’ll be able to better optimise your site to receive the best possible results. A great tool that can help you keep track of all of this is Google Analytics. Read more

Implementing this correctly is important to ensure that all site visitors’ activities are tracked correctly. Please follow the steps outlined below by Google to ensure this is implemented correctly. Read more

Having Google Analytics set up on you website is imperative to obtain details statistics about visitors, check out article ‘5 Ways to make Google Analytics Benefit You’ for further information on this. The setting up of Google Analytics Tracking Code is extremely important as if it is not carried out correctly your website may not be tracked or provide incorrect data. The first step in setting this up correctly is getting the tracking code. Read more

One of the most important parts of linking Google Analytics and Google AdWords is to make sure that you’re using the same Google Account email address for both your Analytics and AdWords accounts, and that the AdWords login email address has Admin access for the Analytics account. Read more

It is estimated that around 10% of marketers think that their analytics are useful.  The issue with analytics is not how useful they are, but how they are being made use of.  If you do not use them properly, then they will not give you the best return that they can.

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Optimizing your social content is a relatively new concept, but as any marketer knows, statistics go hand in hand with any website or social media page.  When you collect enough data, statistics show us that our users behave in measurable patterns.

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