In today’s world, when the main resources for promotion are directed by organizations to the Internet, web analytics for the marketer becomes the main way to manage advertising campaigns. Analysis of statistical data of visits and page views gives a wealth of information to improve the corporate Internet resource, study user behavior, as well as assess the effectiveness of each channel to attract customers.
In general, the web site analytics considers the following indicators separately and in aggregate:
- Time spent on the site. It indicates the presence or absence of information of interest to the user on the company’s website.
- Depth of view, which is the number of pages opened by the user in one visit. The greater the number of clicks, the more likely it is that the resource was evaluated by the person as necessary and useful.
- Routes of users or transitions between pages of the site. In this case, much depends on how the site is implemented, whether the linkage of content that is planned by the company for visitors to bring them closer to the purchase.
- Features of user behavior. In case of experiments while searching for the best solution web analytics will help to find out what works more effectively on the audience of visitors attracted and what – on the contrary.
- Sources of conversions, i.e. from which resource, from which type of content or advertising, search query, etc. users came. Gives an understanding of which sites and what content works best for attracting audiences.
- Targeted actions and the quality of the traffic attracted. When running advertising campaigns, it is possible to monitor how effectively each channel is working, which advertising settings give a higher response rate, what proportion of conversions of users from different sources and from advertisements.
- Geography of visitors. Web-analytics allows to understand from which regions and countries visitors come and with what purpose or interests.
- Demographic, social signs of visitors and spheres of their interests. If the company has not yet studied its target audience very well, web analytics allows to better understand its characteristics or to compare its advertising display settings with the target traffic actually received.
Web analytics is a daily responsibility of a marketer, even if it is not spelled out in his job description. Approaching the issue with great responsibility, the specialist online promotion is extremely useful information about both the quality of the Internet site of the company, and the action of advertising tools used, as well as the characteristics of the audience and its behavior. However, in its pure form, the statistics of visits to the site although it is a good source of insights on how to improve the effectiveness of marketing, but it has its limitations.
