Top 5 Web Analytics Tools
It can be a difficult task to monitor your marketing budget and see exactly where your money is going. Knowing whether or not a marketing campaign is successful is vital to the growth and development of your brand’s image and presence.
What are Web Analytics?
Web analytics refers to the collection, analysis and reporting of data obtained from the web for the purpose of understanding web usage and optimizing your approach accordingly. In other words, it is data collected about:
- Who is visiting your website
- How they got there
- What pages they’re looking at.
- How long they’re staying on your pages/website
- Which pages did they exit your website on
However, this information won’t help you unless you do something about it. The difference between good and bad marketing all comes down to the INSIGHTS gained from this information and the strategy developed in response. Utilizing this information to change, edit, and adjust your marketing strategy is what web analytics is all about.
But first, you’re going to need some tools to collect and organise this data for you. We’ve compiled a list of our top 5 recommended web analytics tools.
“scientia potentia est” or “Knowledge is power.”
This is a phrase typically attributed to Sir Francis Bacon. It is phrase we’ve all heard many times before and agree with almost undoubtedly. However, this phrase is only true because of our ability to use our knowledge to solve problems.
This is exactly what web analytics provides: Knowledge. You have the power! But you need to use the knowledge it provides to gain your power.
Definitions of common metric terms
Pageviews: A simple, but valuable metric to help determine which pages on your website are getting the most traffic, and why. With added details about the source of your traffic, you can target your campaigns more accurately to get better results per moneys spent.
Bounce Rate: This statistic is either your best friend or worst enemy. Relevant at certain times or not at all. A few questions that can be asked to gain insights from this statistic are:
- Did I target my campaign to the right audience?
- Is the page they landed on optimized for the viewers its attracting?
- Do I have too little or too much call-to-action on this page?
- What caused the sudden increase in traffic from an (un)interested audience?
Pages/Session: Identifying how many pages are seen on average by your users (while using page specific data) can help you determine whether you need to add more pages, adjust your content or modify your navigation.
Audience Reports: By identifying how many new users are coming in and how many old users are returning. You can adjust your website to your goals. If you need more users, consider a new targeted marketing campaign. If you want to retain old users, consider reward and loyalty promotions for your existing users. This metric will help identify the success of a new campaign or how well your marketing is targeted.
Sessions: Knowing exactly how much traffic is going through your website is important when considering adjustments, edits or possible downtime impact.
Which Web Analytics Metric is the Most Important?
Simple – all of them. Each of these metrics tell you a different part of the same story, but they are intended to work together so you can create a detailed understanding of your ‘story’.
How Do I Make the Most Out of My Web Analytics data?
Making the most out of your analytical data requires integration of each metric to solve a specific problem or to generate the desired results. It’s important to ask the right questions.
For example, let’s say you wanted to create a social media ad campaign. You would start by creating a few ideas/drafts and select 2-4 of your best ones and launch them in as controlled of an environment as you can (there are many external factors that can play a role in the success of your campaign, but the goal is to try and keep as many aspects of release and target audience the same.) You would compare the data of the two campaigns and make deductions, followed by edits/changes, which would lead to a higher rate of success for future posts once you have your ‘formula’ that applies to your target market.
The beginning’s the hardest part, but once you know what works for you and your brand it becomes almost like muscle memory.
Have any valuable insights you want to share? Comment below with some suggestions and useful tips for our readers.