Google’s definition of web analytics:
Web Analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage
If web analytics is focused on collecting, analyzing & reporting of web data then the purpose of web analytics is to understand user behavior for the purpose of optimizing the website to increase user engagement. For most websites, the intended purpose or goal is going to be to produce qualified leads or to sell a product online.
Its great to know how many visits a page has gotten on your website or the bounce rate but what are you going to do with that data once you receive it? How are you going to make that data actionable? Thats where we can help!
Web analytics allows you to measure your advertising spend return in investment (ROI). Know where your leads or purchases are coming from and reallocate your budget toward the channels that are converting. Use actionable intelligence based on web analytics to shift budget or to change creative. If you are spending money on advertising and it isn’t working then why do it? Measurement of advertising dollars is crucial. Without web analytics, how will you ever know whether or not your campaign is working?