Basic concepts to understand Web Analytics
The technique implies having mechanisms and tools based on a previous definition of objectives to collect data on the activity of web sites or applications as an object of study.
Its purpose most of the time is to take advantage of the information that may be relevant to make strategic decisions about future actions or campaigns with the aim of achieving positive results translated into improving engagement, increasing the capture of leads or making conversions.
On-site and off-site web analytics, internal and external
Web analytics contemplates the difference between analyzing elements related to web pages or its own online media and channels internally, or collecting information on other external ones belonging to third parties in order to carry out studies to obtain valuations and valuable statistics that help define actions within the online marketing plan.
In the first case, the measurement systems are associated with the recording of data through their own media platforms, tools, accounts or profiles, while in the second, the applications used collect data based on characteristics within a much broader and less scope.
Differences between Website and Web Page
The concept of Website is the set that includes all the web pages associated with the same domain, each one with its corresponding URL, indexable and measurable by means of a tracking code individually.
A Website may receive more visits and interactions on some pages than on others that need to be measured, depending on aspects as varied as a better promotion or a good user experience, with an unfair imbalance between the popularity of the different sections that make up on site and its contribution to domain recognition.
The pages that receive the most visits are logically the most interesting to gather information through web analytics systems, and based on them, the possibility of making updates to create new ones that imitate or improve existing ones should be considered.
Cookies for measurement in web analytics
The web pages prepared and optimized to collect data project a fragment of the tracking code or text file that is stored by the visitor’s browser with their consent, according to the different legislative policies of each location.
Thanks to this fragment called “cookie”, the Website has the privilege of interacting with the visitor’s browser automatically, collecting data associated with each user identifier from the first visit, allowing it to be recognized also on subsequent visits.
Social Networks, email marketing platforms and many other media also collect information about the activity and characteristics of users or companies associated with their profiles, which can be assessed by accessing their accounts by themselves or through external applications in some cases.
The metrics of web analytics
The information collected by cookies for the web analytics platform or application is represented in most cases by means of applications that show the results in panels or dashboards, and these in turn tend to include metrics with an increasingly graphic aspect favoring the visualization of data in an intuitive way.
There is the possibility of generating reports using tables and spreadsheets, giving rise to databases that facilitate a detailed study and analysis for its assessment over time.
KPIs or key performance indicators
To know if we should improve and understand how to do it, it is necessary to determine the metrics that will serve as indicators that will need to be assessed chronologically, with the aim of comparing the response translated into data between the dates deemed appropriate.
At this stage, many factors such as different search patterns, trends and seasonality of certain products and services can be influenced, which must be taken into account.
Tests and experiments in web analytics
After evaluating user response through KPIs, the next step is to take actions to improve your experience or increase the percentage of favorable interactions and measurable conversions.
The act of launching an event or action by improving or modifying the design, functionality or other aspects to carry out tests can be considered an experiment, the result of which must be evaluated to make an estimate by comparing it with others previously carried out.
Filtering and segmenting
The most visited web pages or media define the interest and profile of the visitor, the interactions also determine their preferences, highlighting those topics on which they are most interested.
The profile of the target audience can have a variety of nuances, as well as different preferences in terms of tastes, or even very particular perceptions of the same events.
We all belong to groups among which we can be categorized and even subcategorized by the way we interact in the digital environment, this is the concept that favors segmentation thanks to the data collected, with the aim of satisfying the demand of the public more personalized increasing the conversion possibilities.
Segmentation can be carried out at different levels, as many as is interesting or necessary to carry out, understanding that filtering the interactions of the public to adapt products to their needs or subsequently send them personalized information about their preferences means having more resources to capture and carry out The bells.
SEO and SEM in web analytics
The web analytics of own and external media in most cases is closely related to the adequate optimization of the pages of the site and the channels related to our online presence in terms of writing texts and content, to obtain the natural favors of search engines SEO, and also with the correct approach regarding the SEM of paid campaigns.
Many other aspects related to the optimization of publications and presence on Social Networks also contribute to provide relevant data for analysis that must be taken into account.
Reports in web analytics
Reports and studies can be very complete or simply highlight certain aspects that reveal new opportunities, they must be based on true and demonstrable data, exposing the approach that justifies obtaining them and how to do it.
In large and complex studies, the results must be synthesized at the end, summarizing and showing those data that are really relevant for decision-making, one of the most important is the calculation of the return on investment ROI in relation to the cost of the campaigns.
Record data and constantly analyze
The activity linked to web analytics and the study of data today has no end, it responds to the same need for a website or online medium representative of the business unit that must be alive and in constant evolution.
It is also interesting to renew and implement new techniques and tools that increase the possibilities of improving and obtaining an advantage over the competition, reacting to possible changes in the competition or in the customer or user profile towards it.