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Web analytics involves the collection, measurement, and analysis of website data. Web analytics tools can provide lots of useful information about the origin of website traffic, how website users navigate and interact throughout a website, what content and web pages they're most engaged with, and how they exit the site.
Here are some of the ways that web analytics adds value:
You can use all this information to improve the experience on your site for the consumer and to optimize the channels that consumers use to visit your website.
There are a number of analytics tools available on the market today. Some of them are free, and some of them require a paid subscription. Paid analytics products and free analytics products will differ in terms of support, features, and functionality.
Some examples of analytics packages that are available include:
The market leader and most commonly used analytics program is the free version of Google Analytics, or GA as it is sometimes known. The paid version of GA, called Google Analytics 360, offers some additional functionality in terms of report validity and sample sizes. But it's mainly for websites that receive over 10 million page views per month. For the vast majority of websites, the free version of Google Analytics is perfectly fine.
Because of its functionality and widespread adoption in the market, Google Analytics is seen by many marketers as the single source of truth for website traffic, engagement, and conversion data.
Of course, websites aren't the only way people access the internet. We also must consider the importance of mobile consumers and mobile apps. Alongside websites, it’s possible to collect data from mobile apps using Google Analytics SDK, or software development kit. You’ll need to implement and configure additional code to view mobile app data in the Google Analytics interface. If you are tracking apps, you should note this requirement with your app development team. It's not a task that marketers generally do themselves, but it should be part of the brief to the app development team.Back to Top
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Bryan is an IT engineer who has worked in media, financial information, and algorithmic trading. He specializes in automation technology and large-scale Linux deployments. He also has a great interest in literature and the arts, and is working on projects to increase intellectual engagement in London.
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
You can find more information and content like this on the Digital Marketing Institute's Membership Library
ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience. It covers setting campaign goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use Google Analytics reports and features to monitor and analyze digital campaigns.