
Google Analytics 360
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As a business, it’s necessary to measure the performance of your website. How many daily visitors do you get? How many of those visitors convert into customers? How much revenue is your website generating?
You can’t have answers to these and related questions unless you track your website’s metrics, such as the number of page views, average time on page, and overall session duration. Web analytics software lets you track these metrics and provides real-time insights to optimize your website content according to the needs of visitors.
There are different types of website analytics tools available on the market, but one size doesn’t fit all. To help you, we’ve created a buyers guide that has all the information you’ll need to make the right software choice for your business.
Here’s what we’ll cover:
Web analytics software is a software tool that helps measure, collect, analyze, and report website traffic and usage data. It lets you track visitor activity, including their location, how they found your site, the time they spend on your site, and the actions they take on your website. It also tracks metrics such as the web traffic source, pages per session, bounce rate, conversion rate, and number of social media shares.
Web analytics tools can help you understand potential traffic opportunities through keyword tracking. They can collect data from search engines, third-party websites, and other sources to predict what type of content is likely to generate more click-through rates, social shares, and on-page clicks.
Tracking site visitors using Google Analytics (Source)
Here are some common features to look out for when choosing web analytics software.
Feature |
Description |
Clickstream analysis |
Track and measure website metrics such as the number of page views, average time spent on a page, bounce rate, and click rate. |
Attribution management |
Track conversion paths by channel—i.e., which channels (e.g., social media, organic, or paid advertisements) are driving traffic to your website. |
Tag management |
Collect and share user data between your website and third-party sites via snippets of codes that perform specific tasks such as setting up cookies or integrating third-party widgets. |
Benchmarking |
Compare the performance of your website against competitor or industry benchmarks, based on parameters such as the average time on site, click-through rate, and revenue per session. |
Campaign management |
Track the results of marketing campaigns through A/B and multivariate testing. Create two versions of key campaign webpages to compare which is performing better. |
Dashboards and reporting |
Report key metrics such as the number of page views, conversion rate, and bounce rate using data visualization capabilities and shareable dashboards. |
While web analytics tools help all kinds of businesses, some firms tend to use them more than others to ensure sales and competitive advantage. Most buyers belong to one of the following categories:
Let’s discuss some of the key benefits of using a website analytics tool.
With plenty of software solutions available on the market, choosing the right one can feel overwhelming. Let’s talk about the key factors you should consider when selecting a website analytic tool.
Understanding website analytics software market trends can help you make a better purchase decision. Here are some recent trends you should be aware of.
Note: The application selected in this article is an example to show a feature in context and is not intended as an endorsement or recommendation. It has been obtained from sources believed to be reliable at the time of publication.