Web Analytics

Web Analytics: Keep Your Website Under Control

What is Web Analytics?

Web Analytics, or “web analysis,” as defined by the Web Analytics Association (WAA), is the “measurement, collection, analysis, and reporting of Internet data for the purposes of understanding and optimizing web usage.” In English, two related terms are often associated with it: Web Measurement (preparing data) and Web Controlling (comparing data against benchmarks).

Goals of Web Analytics

Timo Aden, in his book “Google Analytics – Implementieren, Interpretieren, Profitieren”, outlines the following actions that can result from analyzing website visitor behavior:

• Improving navigation
• Optimizing online marketing campaigns
• Measuring the indirect success of offline campaigns
• Enhancing order and registration processes
• Identifying problem areas within a website
• Preparing potential testing scenarios
• Adapting the website to users’ technical setups

He emphasizes, “The value of Web Analytics doesn’t come from implementing a tool but from deriving actions and consistently executing them.” In simpler terms: neglecting web analysis is like driving a car blindfolded.

For small websites with limited traffic, only basic metrics may be measurable due to the lack of statistical significance. Nevertheless, analyzing traffic sources and visitor behavior can identify faulty pages (e.g., 404 errors) and guide corrective actions.

Recommended Web Analytics Software

Google Analytics
The clear market leader in Germany, Google Analytics is popular because its basic version is free and integrates seamlessly with Google Ads, Google AdSense, and Google Search Console. These integrations enhance daily usability.

• Advantages: Advanced features and customization options.
• Drawback: Data is stored on Google’s servers abroad, raising data privacy concerns.

Visit Google Analytics Official Website

Matomo (formerly Piwik)
Matomo is an open-source alternative gaining traction in recent years. Unlike Google Analytics, user data remains with the website owner rather than being hosted externally. It offers robust API functionalities for data import and further processing.

• Advantages: Full control over data, suitable for GDPR compliance.
• Drawback: Not as feature-rich as Google Analytics.

Visit Matomo Official Website

How We Can Help with Web Analytics

• Software Selection & Integration: We assist in choosing and implementing the most suitable web analytics software for your business.
• Defining KPIs: Together, we establish company-relevant Key Performance Indicators (KPIs) to measure the success of implemented strategies.
• Custom Dashboards & Reports: Tailored to employees’ knowledge levels, we simplify working with the chosen software.
• SEO Insights: Our expertise ensures measurable success in traffic generation, helping identify which channels drive converting visitors and which do not.

Some Background Knowledge on Technical Details into Web Analytics Software

Web analytics software is a powerful tool that helps businesses gather and analyze key information about the behavior of their website visitors. It enables the measurement and evaluation of various metrics to understand user behavior, identify trends, and make informed decisions for optimizing websites and online marketing strategies.

A central feature of web analytics software is tracking. By implementing tracking codes on web pages, data on visitor behavior is collected. This includes information such as page views, time spent on pages, clicks, the origin of visitors, and conversions. The data is then analyzed and visualized within the software. The software’s dashboard provides a clear interface for quick and easy access to key data and metrics.

Dashboard: Aggregating and Visualizing Data

The dashboard typically displays a summary of the most important metrics, such as visitor numbers, page views, and conversion rates. It allows a quick overview of the current status and website performance. Web analytics software also offers detailed reports and analyses. These reports can be filtered by various criteria, such as time periods, visitor segments, or devices used.

For example, the software can show the most visited pages, the most frequently used search terms, or the geographic distribution of visitors. This information is valuable for understanding user behavior and adapting the website accordingly.

Tracking Conversions

Another important feature of web analytics software is conversion tracking. Businesses can set goals, such as purchasing a product, filling out a contact form, or downloading a document. The software then records how many visitors achieve these goals, allowing companies to measure the success of marketing campaigns or optimization efforts.

The functionality of web analytics software relies on the use of cookies. A cookie is a small text file stored on the visitor’s device, recording information about user behavior. By reading these cookies, tracking data can be collected and analyzed.

It is essential to ensure compliance with privacy regulations, such as GDPR, when using web analytics software.

Benefits of Web Analytics Software

Web analytics software provides businesses with the tools to optimize their online presence and improve their marketing strategies. By analyzing the data, companies can identify which aspects of their website perform well and which areas have room for improvement. Targeted optimization measures can then be implemented to enhance user experience, increase conversion rates, and successfully grow the online business.

Modern web analytics software enables a comprehensive analysis of user behavior on websites—and potentially beyond—through integration with other media types (e.g., telephone marketing) and importing analytics data via interfaces (e.g., API). From data collection and tracking to dashboards and detailed reports, all the way to conversion tracking, the software delivers valuable insights for optimizing website performance.

By continuously monitoring and analyzing data, businesses can maximize the success of their online marketing strategies while providing users with an optimal experience.

Example of a Google Analytics Tracking Code

<script async src="https://www.googletagmanager.com/gtag/js?id=UA-XXXXXXXXX-X"></script>
<script>
window.dataLayer = window.dataLayer || [];
function gtag(){dataLayer.push(arguments);}
gtag('js', new Date());
gtag('config', 'UA-XXXXXXXXX-X');
</script>

Explanation:

• The <script> tag asynchronously loads the Google Tag Manager script for tracking.
• The dataLayer variable collects and sends data to Google Analytics.
• The gtag() function initializes the data collection, while the UA-XXXXXXXXX-X placeholder links the script to your Google Analytics account.

Proper implementation of this tracking code ensures accurate data collection. Typically, it’s placed in the header or footer of the website for site-wide functionality.

By leveraging web analytics software, businesses can gain invaluable insights, improve user experiences, increase conversion rates, and maximize online marketing success. Whether it’s traffic analysis or optimization strategies, continuous monitoring and adjustments pave the way for sustainable growth in the digital landscape.