A Beginner’s Guide to Web Analytics

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Views, new visitors, returning guests — they audio similar but these metrics are not the same. If you don’t know the difference, you could be misinterpreting your website data and making some ill-informed decisions.  

We’re going to protect everything you need to know about web analytics so you can truly understand what’s what, interpret your website analytics correctly, and make well-informed, data-backed decisions for your website plus business.

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In this post, we’ll cover the following. You can click on any of the leap links to neglect to that section:

  • what web analytics is and why it’s important
  • web analytics examples
  • web analytics guidelines
  • web analytics tools
  • web analytics api

website navigation.

Let’s take a closer look at why web analytics is essential below.

Importance Of Web Analytics

Web analytics is crucial to the success of your business. It enables you to better understand your site visitors and make use of those insights to enhance the experience on your site. For example , if you discover that the majority of users on your web site are using a mobile device, then you can concentrate on making your website more mobile-friendly.

Internet analytics can also form your content and SEO strategy. Looking at your top viewed posts, you can begin to identify what types of content and topics perform best along with your audience. If you notice how-to WordPress tutorials from the majority of your best viewed posts, for example , then you might shift plus narrow your focus from definition posts about anything web-related to how-to Wp tutorials. Or maybe a person look at your site’s traffic sources and notice that organic plus email traffic are usually your top drivers and paid stations are your cheapest. In that case, you might shift resources to invest more in your organic strategy than paid.

Now that we have a concept of what internet analytics is and why it’s important, let’s look at some key metrics you may track to determine progress against — and eventually meet — overarching business goals, like increasing website traffic, leads, and revenue.

HubSpot tracking code  is definitely installed on your site. Then, visitors on your site are tracked by the cookie placed in their browser by this particular tracking code.

Two important notes to keep in mind. A single website visitor can have multiple sessions and pageviews on your site. And distinctive visitors is not a completely accurate metric. That’s because most internet analytics tools use cookies to track site visitors, which doesn’t at all times distinguish new guests from returning ones (which we’ll determine below). For example , if a person visits your site via their mobile phone and then on their pc, they’ll be counted as new visitors to both occasions.

Returning Visitors

Returning visitors (or users) is the number of guests on your website who have visited before. Not all web analytics tools include this metric, but some —  including Google Analytics — do. In Google Analytics’s Audience reports, you can look at behaviors to see the percentage of new to coming back users on your web site.

Looking at each new and coming back visitors metrics are good for getting a sense showing how well you’re retaining your visitors, and how effective you are in attracting net new website visitors at the top of the funnel.

Again, just keep in mind that this metric won’t be completely accurate if the web analytics tool utilizes cookies to track visitors.

Traffic Sources

Traffic sources is a metric that will shows where your site visitors are coming from. Like visitor information, this metric is usually collected via the monitoring code on your site.

The number of traffic sources you can monitor will vary depending on the web analytics tool. HubSpot’s traffic analytics equipment tracks multiple classes, including:

  • Organic Search
  • Referrals
  • Organic Social
  • Email Marketing
  • Compensated Search
  • Compensated Social
  • Immediate traffic

Preferably, you want to increase most sources of traffic. But your biggest focus needs to be organic search, which is visitors that comes from non-paid search engine results in search engines like Google. That’s as this source has potential to drive huge amounts of traffic to your site. Plus, improving this station often improves other channels, like referrals and social, too.

Bounce Rate

Bounce rate is the percentage associated with visitors that leave your website after viewing a single page. You can try bounce rate like a site-wide metric, or even a page-level one. In case your site’s bounce rate is high, then it might help to identify pages with high average bounce rates.

At the page degree, average bounce price is the percentage associated with sessions  that started on the page and did not move to one more page on your web site. A high average bounce rate might indicate there’s a problem with the page’s loading period, or that external links are not opening in a new tabs or window, among other reasons.

To learn what actions you can take to reduce jump rate in Wp or another platform, take a look at How to Reduce Bounce Rate in WordPress .

Ukraine, Thailand, Vietnam, Turkey, or The ussr, then this was likely bot traffic. Taking a look at your data in context can help you better realize, analyze, provide information, and make informed decisions with your information.

6. Discuss and ask for suggestions from stakeholders.

You want to provide information to stakeholders within a consistent and understandable way. You also wish to ask for information plus ideas from these stakeholders. They can provide important feedback on how each uses the data, what otherwise they want to see or understand about their own users or web site, and how they think they can improve the user experience  or other issues the data unearths.

HubSpot Marketing Analytics & Dashboard Software

langing page of HubSpot Marketing Analytics and Dashboard Software

Along with HubSpot’s free marketing analytics and dashboard software, you can measure the performance of all your marketing assets   — from site and landing pages, to emails, blogs, social media accounts, calls-to-action, and more — in a single place. You’re capable of track the complete customer lifecycle, measure traffic overall or on the page-by-page basis, plus add multiple reports to your dashboard therefore you’re tracking your own most critical metrics in a single easy-to-access place.

HubSpot’s free device is ideal for anyone looking for built-in analytics, reviews, and dashboards so they can make smarter, data-driven decisions.

Search engines Analytics

Google Analytics dashboard showing users, sessions, bounce rate, and other web analytic metrics

Used by more than 28 million internet sites, Google Analytics is among the most popular web analytics tools. With this device, you can track pageviews, unique pageviews, bounce rate, traffic stations, user retention, typical session duration, periods by country, periods by device, and more. You can also build out there reports about your own audience, acquisition stations, website performance, plus conversions in Google Analytics.

Understanding the value, flexibility, and popularity of Google Analytics, some platforms offer unique integrations with this tool. Analytics Amp, for example , is a HubSpot app that allows users to match HubSpot customer behaviours — including “hot leads” and “deal amount” — with real-time Google Analytics data.

The sheer amount of metrics, reports, and integrations that can be tracked or created using Search engines Analytics can be overwhelming. Users without SEARCH ENGINE OPTIMIZATION or technical experience, like content makers, may find it difficult plus prefer an alternative.

Crazy Egg

homepage of web analytics tool crazyegg

Used by over 300, 1000 users, Crazy Ovum is a unique web analytics tool that provides heatmaps, scrollmaps, and other visual reports to show a person exactly how your visitors are usually interacting with your site. Because of Crazy Egg’s monitoring code, you’ll be able to watch what site visitors are hovering as well as clicking on in real time via heatmaps.

Insane Egg also also provides comprehensive A/B examining so you can test numerous content variables such as color, copy, plus content placement, to see how it impacts the user experience plus conversions. This can make Crazy Egg an ideal alternative or product to Google Analytics for users thinking about conversion optimization.

Google Analytics Reporting API. Using this API, you can construct custom dashboards to show your Google Analytics data, automate complex reporting tasks to save time (like getting data in 2 date ranges using a single request), plus integrate your GA data with other business applications.

One more popular example is definitely Chartbeat’s Real-Time API. This API contains data that is updated every three seconds so you can see how your visitors are interacting with your content in real time. You can use this data to improve market engagement, inform content decisions, and raise readership, which is why Chartbeat is used by bigwig news organizations including The newest York Times   and The Washington Post .

To understand what APIs are and exactly how they work in general, check out The Ultimate Guide to Accessing & Making use of APIs .

Using Web Analytics to Improve Your Website

Regardless of whether you’re a small business, ecommerce site, or business company, web analytics can help you and your corporation grow. By collecting, reporting, and examining data about your site, you can improve the consumer experience on your site and meet bigger business objectives like increasing online product sales.

Editor’s note: This post was originally published in July 2014 and it has been updated just for comprehensiveness.

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