Web Analytics

Web Analytics is an essential service provided by addtwelve Digital Marketing Agency. Any project begins with accurate quantitative and quantitative analysis of the customer's website as well as its competitive environment. Our analytics services are design to support various types of businesses in achieving their goals, monitoring the actual performance, and identifying tactics that matter. Some companies use it to create a loyal and highly-engaged audience. Others use web and digital analytics to understand customers’ online purchasing behavior with the aim to better market their products and services. Finally, most b2b ventures collect user information for sales team to connect with potential leads.

Most businesses would like to achieve their growth, and we are here to assist. Our team of certified analytics professionals is ready to ensure your data is accurate and well-segmented, that enabling you to make faster, informed decisions.

Web analytics from addtwelve also supports business in... 
... analyzing business values; 
... setting the goals for the website; 
... tracking vanity metrics (like impressions, clicks, and online conversions); 
... connecting marketing metrics to sales, revenue, gross margin, and profits;  
... identifying opportunities for performance improvement; 
... monitoring the competitors on the web ; 
... doing a comparative analysis; 
... developing a long-term digital marketing strategy based on comprehensive research.

To sum up, the agency's team can give you some help in measuring and analyzing your digital marketing performance to create an integrated strategy that maximizes campaign effectiveness and ROI. Let's start the conversation and discuss your needs right today, contact us at +1 (669) 200 94 40 or inquiry@addtwelve.com now.

Need more information on web and digital analytics? 

In the article below we have collected some facts that can introduce you to the world of web and digital analytics, furthermore, you will learn...

1. What is Web Analytics, its benefits and how it works;
2. Web Analytics vs. Digital Analytics;
3. Types of analytics (TOFU, MOFU, BOFU analytics);
4. Popular digital analytics tools available on the web.

What is Web Analytics?

First of all, let's find out what web analytics is. Briefly speaking, web analytics is known as a process of analyzing the behavior of visitors on a web site with the aim to support the main website's goals. It has a purpose to enable a business to attract more visitors, retain and captivate new customers for goods or services, or to increase the purchase volume on the e-commerce website.

In addition to that, Wikipedia also states that...
Web analytics is the measurement, collection, analysis and reporting of web data for purposes of understanding and optimizing web usage. However, Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research, and to assess and improve the effectiveness of a website. Web analytics applications can also help companies measure the results of traditional print or broadcast advertising campaigns. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps gauge traffic and popularity trends which is useful for market research. 

The most important benefit of web analytics is in providing insights and data that should be used to improve the website and enhance the user experience for its visitors. In addition to that, web analytics tracks the effectiveness of online marketing campaigns and helps to plan future efforts.

You don't need to be a genius to understand how web analytics works. It uses online tools that gather some important information about the website visors and the way they behave on the website. Most of those tools ‘tag’ the web pages with a snippet of JavaScript in its code. Web analytic tools count each time the page gets a visitor. By default, it also collects such information like browser, device and demographics. Every visitor of the website could be tagged with a unique ID via cookies. Such cookies help to track all sessions of a particular visitor and to determine its repeat visits from the same browsers. Keep in mind, that personal information is not collected.

In such wise, web analytics can help your business to collect some audience data (number of visitors on a website, returning visitors rate, their browsers and devices, etc.), visitors' behavior (landing pages, visit duration, bounce rate and more) and a campaign data (campaign performance, sources, mediums and keywords...).

Along these lines, businesses should leverage web analytics to measure and benchmark site performance, then look at key performance indicators that matter (such as conversion rate) to determine new opportunities for improving sales and profits.

Web Analytics vs. Digital Analytics

Nowadays web analytics is the most important part of digital analytics. Digital analytics helps encompass the collection, measurement, analysis, visualization and interpretation of all kinds of digital data taken from the variety of digital sources. Among those sources: websites, mobile sites, applications, smart TV, digital kiosks and some other electronic devices.

According to Avinash Kaushik, the author of Web Analytics 2.0:
Digital analytics is the analysis of qualitative and quantitative data … to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).

On the other hand, web analytics helps to get valuable insights into the performance of your website only. 

Suchwise, web analytics belongs to the web and serves the website managers to understand who are their visitors, what they do on the website and how they get in.

Web analytics as a part of TOFU, MOFU, BOFU analytics

Web analytics also consider a part of TOFU analytics and it influences MOFU and BOFU analytics as well. These are the three main parts of any sales funnel. 

TOFU or top of the funnel analytics is an upper sales funnel analytics that measures prospects' behavior. On that stage, a potential client is not engaged with the business. It might just be starting to do research about a product and might be not unsure about technical requirements or exact needs with the product. Such prospects may have no intent at all. The main purpose of that stage is to attract such a prospect and to engage it with your business offering.

That is extremely important to measure how your prospects interact with your business via the website. TOFU analytics tracks how prospects behave on your website, how they find your business on the web and what are their patterns. All that information is used to improve the performance of your website, future digital marketing campaign and the whole business itself.

MOFU analytics - the middle of the funnel analytics that stays right after the top of the funnel and assists the business in nurturing its leads. Middle funnel is a stage when the prospect is engaged with the business but not ready to talk to sales yet. At this stage, prospects may have inquired for some information and may have signed up for some email newsletters. They have submitted their personal information and built up expectations about their needs or intents. That audience is no longer strangers, they become leads. MOFU analytics is designed to track a particular person's behavior on your website to understand how engaged he/she is. Actionable insights provided by MOFU analytics help a business identifying high-quality leads, then moving them down the sales funnel by serving the right content (offer).

BOFU or bottom of the funnel analytics stands for supplying your sales team with the insights to convert quality leads into customers. Bottom funnel analytics tracks some important engagement metrics and align it with the particular account. It can help your salesmen to find out the right approach, the best time to pitch as well as the offer that might fit the client's needs.

Digital analytics tools

In its practice addtwelve uses a wide range of tools to gather a comprehensive set of data that serves the client's goal. There are several popular intelligent and analytics tools available on the web. Our certified analytics professionals are familiar with the majority of tools and use the following list on daily basis.

1. Google Analytics - #1 free TOFU / digital analytics and data processing tool that provides powerful functionality and empowers the majority of websites. 
2. Adobe Analytics is a very expensive but professional digital analytics tools trusted by Fortune-100 companies. If your business is big enough and your revenue relies on your website you should consider employing it. 
3. Open Web Analytics (OWA) tracks and analyzes the way visitors interact with websites and applications. It provides incredible support for tracking and monitoring WordPress-managed sites. 
4. Yandex.Metrika is a very popular free web analytics service to track and report website traffic as well. As of 2019, Yandex.Metrica is the third most widely used web analytics service on the web. 
5. HubSpot also provides good functionality on measuring the website performance by bringing a bunch of useful website visitor data at your fingertips. It could also be used as an all-in-one TOFU, MOFU, and BOFU analytics platform.

Start leveraging web analytics

Are you excited to know more about web and digital analytics? Get to know your audience now. Let's start collection important insights on your website performance along with competitors. Stop losing data that might be critical for your business.

Let us know your thought and business challenges by reaching us at inquiry@addtwelve.com or via the website, so we can come up with a goal-achievable analytics strategy.