The Business Inside: Understanding Basics of Web Analytics Tools

Over the last few months, we have witnessed a drastic change in how the world use to function. Whether it’s a business sector, health sector, education sector, almost every industry has experienced a lot due to the COVID-19 outbreak. Every industry is working on the means to make their business work through online means, except for the production & manufacturing sector. But for expanding the business, online marketing or digital marketing seems to be the right choice for now.

And that brings to the very common topic among digital marketers i.e., Web Analytics and the tools used for it. So today, in this article, we are going to talk about what web analytics is and what type of tools you should use to work with it.

what is web analytics?

Web analytics is a very popular tool, especially for marketers, and is used for measuring and analyzing the data to understand user behavior across web pages. If you have a website then you probably want to know what type of visitors visit your website. Each individual has its own set of data that you have to collect, measure, analyze, and report. Businesses use this platform to measure and benchmark site performance, and to analyze key performance indicators that affect their business, for example, purchase conversion rate.

Web Analytics

Types of Web Analytics Technology

Mainly there are two categories of web analytics, on-site and off-site analytics.

  • On-site Analytics: It measures the visitor’s behavior that visited at-least-once on your website, which includes its drivers and conversions. For example, the degree to which multiple landing pages are interlinked with online purchases. This type of analytics is useful for measuring your website performance in a commercial context. It compares the data against key performance indicators (KPIs) and uses it to improve the website or marketing campaign’s audience response.
  • Off-site Analytics: It refers to the measurement and analysis of data regardless of whether a website is owned by you or you only maintain it. Off-site analytics involves measurement of the share of voice (visibility), buzz (comments) happening on the internet, and website’s potential audience (opportunity) as a whole.

Web Analytics Tools

There are plenty of free and paid versions of analytics tools available. People generally use the free version of these tools and consider them as a focal point of digital marketing. Let’s take a look at the list of web analytics tools:

All the above-mentioned are free and paid tools that you can use to measure your marketing campaigns and website behavior.

Why should you use Web Analytics Tools?

Let’s take a look why should you use web analytics tools:

  • These tools allow you to identify your website visitors’ location by using their IP addresses. So if you want to target a specific country, then you will be able to see how many visitors your website is gaining from that location.
  • You can track engagement metrics which includes average session duration, bounce rate, pages per visit, etc.. It means you can analyze the user behavior type, how much time they are spending your web-page, etc.. You can make sure that whether the user finds what he/she was looking for or not.
  • Analytics tools help you to determine the ratio of new visitors to the old visitors returning to your website.
  • You can measure organic traffic on a monthly basis and can verify UTM link tracking. Google Analytics can help you to measure your campaigns if they are tracking with UTM links.
  • You can track your goals, for example, website conversions. By measuring your goals, you can also optimize your site’s and channel’s performance to provide better user-experience to your audience.

Google Analytics

***I’ll be using Google Analytics as an example to explain how a web analytics tool works.***


It is one of the best analytics tools, which is free and any website owner can use it. You can easily track and analyze your web traffic data. Additionally, you can also check which keywords are bringing most number of visitors to your pages and what drawbacks of your website are turning them off. The tools generate a website report that includes data about no. of visitors, goals, e-commerce, and traffic sources. The only downside of Google Analytics is that it could take some time to update the data.

Let’s take a look at what Google Analytics has to offer to you:

  • Audience: It tells us who is coming to your website. You can analyze from which locations your website is getting the visitors and which web-pages they are clicking on. If you go to the Demographics section, you can also see the different age-groups of users visiting your web-pages. You can also see the traffic based on gender. When you go to Location under Geo, you can see the breakdown of traffic based on country-wise. If you go to Mobile Overview, you can see how the users are coming to your website, for example, mobile, tablet, and desktop.
  • Acquisition: It tells us how the traffic was driven to the website. You can see what type of marketing channels are driving traffic to your website. If you go to All Traffic section, you can see the traffic received from different channels, for example, organic search, paid search, direct, referrals, email, social, etc.. If you are running Google Ads, then under acquisition it has a whole section dedicated to the it. You can see the performance of the ad campaigns in detail.
  • Behavior: This section consist of no. of reports that tells us whats the traffic actually arrived at the website and how are they behaving. When you go to the Site Content->All Pages, you will get the details regarding how many site pages were actually viewed. It tells us what page and how many times it was viewed by the user. You can see the average time a person has spend on a page and its bounce rate. The bounce rate indicates that the user arrived at the page and didn’t go any further and left the website. This data gives you an idea regarding how you can optimize your web-pages that aren’t performing well. You can decrease the page loading time, improve the bounce rate, etc. There are other reports like site speed, site search, event tracking, and publisher.
  • Conversions: Analytics have four types of conversions – Goals, Ecommerce, Multi-Channel Funnels, and Attribution. You can setup goals like buttons, destination, duration, pages per session, etc.. Analytics help you to measure the goals conversion. You can also measure channels reports in the goals conversion. One thing you should know is that goals setting is important for your website.
  • Real-time: It will give you the real-time overview regarding your site traffic. You can analyze how the users are coming to your website, from which location they are coming, and the content they are looking in the real-time. You can also see the conversion rate of the site.

If you have videos on YouTube, a channel set up, a playlist, then you’ll be able to get insights regarding your video’s performance through YouTube Analytics. It gives all sorts of information about your videos like watch time, no. of new subscribers, specifics related to a particular video, no. of new views, total impressions, click rate, etc.. There’s a lot of information that you can analyze through YouTube Analytics. You can see how users are finding your videos on YouTube and how your videos are performing. It will help you to optimize your channel to learn more subscribers, increase view-time, likes, etc..

So, this was all from my side regarding Web Analytics Tools. We discussed the basics of Google Analytics and how it can help you to optimize your website. Give a like and leave a comment if you think more details can be added to it. I always welcome a new perspective.

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