Web Analytics
The collection, measurement, and analysis of website data to understand user behavior and optimize performance.
Definition
Web analytics encompasses tools and techniques for tracking website visitor behavior, traffic sources, conversions, and engagement. Platforms like Google Analytics capture data about page views, session duration, bounce rates, conversion paths, and user demographics.
Advanced analytics includes attribution modeling, funnel analysis, cohort tracking, and predictive insights. The goal is turning raw data into actionable insights that improve website performance and business outcomes.
Why It Matters
Without analytics, website optimization is guesswork. Data reveals what's working, where users struggle, and which improvements will have the greatest impact.
Analytics also enables ROI measurement for marketing investments, helping justify budgets and optimize channel allocation based on actual performance data.
Examples in Practice
Analytics reveals that mobile users convert at half the rate of desktop users, prompting a mobile UX overhaul that doubles mobile conversions.
Funnel analysis identifies a checkout step where 40% of users abandon, leading to a simplified form that recovers $50,000 in monthly revenue.
Attribution analysis shows organic search drives initial awareness while email closes deals, informing budget reallocation between channels.