Everyone has heard the term “web analytics”, but not everyone knows what it really is and what processes a specialist working in this field is responsible for in the company. Today we’ll talk about what the WEB-analytics of the site is and why even for the smallest Internet projects, wise leaders pay maximum attention to it.

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Web site analytics: definition and features

Website web analytics - this is a whole system collection, measurement, analysis, adaptation, presentation and interpretation of data on web resource visitors, aimed at its improvement and optimization. That is, this is not some one simple and automated action, but a whole range of measures that result in a change in the settings of the site and its individual elements for more efficient interaction with the audience.

In order to understand what a website’s web analytics is, you need to imagine the process of studying its users and their behavior from the very beginning - choosing a way to collect and evaluate information, as well as the competent use of the obtained data for a qualitative change in the resource.

Для чего нужна аналитика сайта

Goals and objectives of web analytics

Consider what web analytics means in terms of the tasks it solves.

The main tasks of WEB analytics associated with obtaining information that is necessary for making decisions regarding further actions to optimize the site. With it you can find out:

  • target audience, its features, preferences, interests, habits;
  • who visits the site, whether visitors are targeted or users accidentally get to the resource;
  • where visitors come from, that is, the source of traffic;
  • when users visit the site;
  • the sequence of actions of users;
  • duration of one visit;
  • what users are more willing to spend money on.

Thus, web analytics through in-depth research behavioral factors of site visitors allows you to better understand your own target audience. Based on this information, it is much simpler, and, most importantly, more efficient to build a marketing strategy. 

The main goals of web analytics

  1. With the help of WEB analytics, we get the answer to the question of what and how to do on the site in order to get as many users as possible and motivate them to complete the target action.
  2. Conducting a website’s web analytics helps to identify resource weaknesses and eliminate them as soon as possible.
  3. Assessment and, if necessary, change in traffic sources, which helps to attract the attention of the target audience exactly where it lives and seeks useful information for its own use.
  4. Optimization of the company's offer based on data, as if received from the users of the site themselves.
  5. Competent distribution of the advertising budget.

The main thing is why we need a web analytics and what makes it simply necessary especially for commercial projects - obtaining truly reliable information from the most reliable source that visitors to the resource themselves serve. The data obtained using the site analytics are more reliable than the data obtained by direct user surveys, because they are based on the real actions and behavior of all users, not in the words of some of them.

Цели и задачи веб аналитики

At the same time, it is important to remember that in order to make any decisions, it is necessary to consider and carefully examine all the information obtained during the web analytics. Otherwise, the conclusions may be incorrect.

Given the importance and complexity of the process, our specialists have prepared a special online WEB business analyst course. As part of the course, you will find out how to get the data, learn to analyze it, draw the right conclusions about the main problems and get acquainted with many nuances of the site analytics.

Features of obtaining web analytics data

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Web Analyst Tools

To obtain and study the information used in the analytics process, two types of services are used:

  • External services based on the use of counters:
    - Yandex. Metric
    - Google Analytics, etc.
    These are the simplest in terms of use and the most common services at the moment. To install them, you must add the code to the site settings. Most often, one resource is connected to several similar services at once.
     
  • Journal Analyzers (or log-analyzer) is a software product that is installed on the server of the owner or optimizer of the site and collects data about its work, including visits. Data is stored on the server itself. In this case, you can individually adjust the procedure for obtaining and characterizing information for your own WEB analytics project.

Types of WEB Analyst

Depending on the nature of the study of analytical data, they distinguish:

  • integrated analytics, which is based on the study of statistical data on counters about the entire site or each of its pages separately to determine the weaknesses in the resource;
  • end-to-end analytics, which implies the study of the actions of the site visitor, including the channels through which he began his journey to the resource, the operation of advertisements, etc., as a result, you can define more effective contact points with users. 

Who needs a web analytics

Information obtained using WEB analytics is used by various departments and personnel of the company. It is necessary for efficient work:

Кому нужна веб-аналитика сайта

Competent specialists use data obtained from WEB analytics or based on their own analysis of the site to develop an effective marketing strategy, advertise, search for donor sites, sites, partners, preparation of the correct content in terms of attracting attention to the target audience, etc. This information allows protect yourself from serious mistakes and losses.

Conclusions

It is difficult to answer in a nutshell the question, for which a web analytics is specifically needed. Actually it is necessary for the normal operation of the resource, since without a full study of user behavior it is difficult to immediately create a site that will be effective at all 100. Any actions of developers and marketers that are not based on real statistics on the needs and characteristics of their own target audience and its attitude to your product are similar to simply scattering money in the crowd, in the hope, that at least one abandoned coin will benefit you.

Whatever tedious and monotonous the work with analytics seems to be, recommend that due attention be given to her.. This is the only way to create a website and build a marketing campaign that will help you achieve your goals and get the desired profit from the project.

And who in your company collects and processes data for WEB analysis?

For those who want to know even more about how to make decisions based on analytics and real numbers, we recommend that you complete the training in full Web Analyst  and with us in 30 days learn how to interpret data from received reports. And with the “Analitika” promo code you will receive an additional bonus to it. Register!