Web Analytics: What is it? What does it consist of? Application and more

Throughout this interesting article we will show you in detail what the web analytics in digital marketing? Its important application and much more.

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Web Analytics

La web analytics It is the one that allows us the total analysis of each one of the portals in an efficient way, which allows us to make the right decisions regarding the different marketing strategies that we apply to achieve the correct positioning of our brand.

If we apply each of the web analytics tools In a correct way we can achieve the optimization of our web platform, increasing our customer acquisition, and therefore have a service platform of the best quality.

On the other hand, thanks to web analytics we can make a substantial improvement on the marketing decisions we are making and it helps us identify the audiences we are reaching.

The important thing about web analytics is that beyond giving us the metrics that our analysis supports, it helps us to understand the behavior of our portal in an important way. This is possible, through the measurement, analysis and the different reports that are generated to achieve the correct management of our platform.

Step by step for the analysis of a website

To perform the analysis completely and efficiently, it is necessary to carry out the following steps:

Identification

Before analyzing the portal, it is necessary to identify what type of website we have in order to establish the correct analyses. We can define between the capture, blog, corporate website or ecommerce.

KPI

This is one of the tools that are explained in any Google web analytics course, which can be obtained for free or a little more advanced. The KPI is the key performance indicator or the key performance indicators of performance.

KPIs are tools that allow us to carry out constant measurements to achieve the optimization of the different strategies that we use in our portal. On the other hand, it allows us to have an easy and organic adaptation taking into consideration the changing markets.

The KPIs are the perfect balance between the objectives that we have set for ourselves as a brand and the data that our studies show. It shows us the percentage of growth that we are obtaining in reference to what we had before applying our web analytics.

When we apply the KIP in our web analysis, the best way is to do it through the SMART model, so that it gives us intelligent, possible and effective results. Next we will explain this model point by point

  • Specification: At this point in the model we are going to focus on defining in detail what the objectives are. The more specific and detailed we are, the more objective we will be able to evaluate.
  • Measurable: It refers to the indicator that is measurable, which helps us to quantify the objective and make us understand why we should make these measurements to our brand.
  • Reachable: It is the third point within this model and it makes us avoid the death of our marketing strategy. We must remember that this is going to show us the balance that we establish between ambition and what our brand reality is, to achieve completely real values ​​you must be super honest with the different questions that may be presented to you.
  • Realistic: reality as a brand helps us to establish real objectives which will ensure that our strategies, objectives, goals and vision as a company will be achievable.
  • time-related; This is the last point of the model that we are studying and it shows us that it is fundamental to establish in the calendar dates of analysis of goal achievements which will allow us to stay focused on the objective.

To better identify the KPIs we leave you the following video that will be of great help

https://www.youtube.com/watch?v=Oqer-DWtwJI&vl=es

Tools needed to run web analytics

In this step, it is necessary to find out which tools are best suited to our needs, among the best known we have Google Analytics, which helps us measure the different indicators, such as the traffic generated by our website.

This tool is widely used because it is easy to access and understand. Another of the indulgences that Google Analytics offers us is that it gives us the option of being able to add changes as we generate new objectives or marketing strategies.

In the same way, it is of the utmost importance to analyze the web design that we manage within our platform, so that our users can achieve the objective of their search quickly and efficiently. If you do not manage to achieve this, you can enter the following link that will clearly explain everything you must and do with a website redesign

Finally, it is necessary to carry out the necessary measurements and reports to execute the different analyzes to see if we are executing each of our objectives and if we have achieved any of the goals that we have set for ourselves.

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Web analytics metrics

The metrics are those that show us the results that we are performing in order to be able to generate reports and execute decision-making. Among the most basic measurements that we have to execute we have those of unique and exclusive visitors, it allows us to know what percentage of visits are new and which visits are made by pages and which are generated by search engines.

On the other hand, it gives us the average that each of our users use within our web portal and finally we find two percentages that will help us understand the bounce rate and finally the exit percentage that tells us when users before for the page to load left it.

Finally, we find much more advanced metrics that focus on corporate websites which show deep analysis of returning users which classifies them into returning and unique visitors. These metrics also help us establish the depth established by the visits and leads or the conversion rates that our followers represent.

In web analytics we also get analysis for websites that contain content, the main objective of these metrics will focus on the analysis of the traffic that the portal is generating. In addition to that we get the rate of new visitors, the depth and the conversion rate.

As we can see, these metrics are the same with different orders, since for the purposes of the studies the carriers are different, so the same metrics are generated with different approaches.

Finally, we find the service and sales websites which aim to attract new customers, generate requests for new contacts, while the sales website focuses mainly on generating sales.

Regarding the metrics that are used for the complete analysis of these websites, they refer firstly to the depth of the visits, including the ratio of visited pages against visits. In the same way, it will analyze the conversion rate that establishes the union between contacts and visits.

To finish, we recommend that you carry out these web analytics to establish whether the objectives that we have set ourselves when establishing the need for marketing have been met. Let us remember that each of these analyzes will be presented in PDF and EXCEL formats so that it is easy to understand for the different users who will read the information.

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