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Web analytics is a data collection and analysis method used for monitoring a website’s performance, traffic, and user behavior.
It helps website builders make better web optimization choices, aiming for higher conversion rates, and better user experience.
A popular web analytics tool, Google Analytics lets you track all analytics data from a single dashboard.
Below are some of the key metrics that web analytics software usually tracks.
Website traffic is the metric that tells you how many website visitors you get.
There are four types of website traffic that most web analytics tools monitor, depending on their source:
High traffic volume indicates that a site has been successful in ranking in the search results page (SERP).
This can be achieved by producing high-quality content, optimizing for keywords, building backlinks to the site, purchasing paid ads, and countless other techniques.
Knowing the source of your traffic can also help you to optimize your channels for maximum traffic. For example, low organic traffic signals poor SEO practices.
User behavior refers to the way visitors interact with a website.
By knowing how users respond to your content, you know which web page gets the most and least traction and whether your site provides an optimal visitor experience.
It also tracks new and returning visitors and how they navigate through your website – useful for perfecting the design and identifying any issues related to content placement.
The bounce rate is the percentage of visitors who click off your website without exploring other pages.
A high bounce rate may indicate issues within your website such as:
Some exceptions apply to landing pages and one-page sites where visitors only interact with one page.
This metric tracks your site’s mobile and desktop traffic data. It compares both types of data in terms of quantity (number of visitors), session duration, and conversion rate.
The collection of data is useful for determining the best optimization strategies for mobile and desktop devices.