If your company pays for online marketing and optimization, you may not know quite how your resources are being put to use. While it’s easy to trust someone else with the job, it’s good business sense to understand just what you’re paying for. Understanding web analytics will provide you with the knowledge you need to discern just how effective these methods actually are. From this information, you can decide how to move forward. Pushing more funds into a successful project may be one choice, while cutting ties with ineffective strategies may be required in other circumstances.
At its core, web analytics is the process of collecting and measuring data. From this analysis, an organization or company will then employ a variety of tools or strategies to optimize web usage for both the client and the traditional web browsing individual. The process can be broken down even further to derive a deeper understanding of a consumer’s activity. The off-site measurements will cover the basic flow of traffic and discussion surrounding your page and those within a similar designation. On-site analytics focus on what is actually occurring once a viewer enters your company’s web domain.
With this information, a plan can be tailored to increase the revenue a site generates. Traffic can be diverted via landing pages, banner ad placements can be sold to affiliated marketers, and connections can be draw between marketing strategies and direct sales. As eCommerce continues to expand and rival physical retailing, these tools will become even more crucial to your marketing and sales efforts.
While firms and individuals continue to refine traditional web analytics, a new variation has emerged that has significantly altered the marketing strategies of many organizations. Mobile analytics cover the same spectrum of the standard sector, but place an emphasis on users who browse pages and make purchases via devices like smartphones and tablets. The analytics associated with these devices focus primarily on how factors on a mobile web page drive commercial considerations. Mobile search engine optimization, site plug-ins, banner advertising, and even text-based campaigns all fall into this categorization.
Image tags and other web bugs are also often used to verify visits and views. Some techniques, such as capturing network transmissions between the server and the client, can provide a tagless alternative that monitors the entire line of communication between the two parties. One of the most common methods includes the cataloging of IP addresses. In this format, a consumer’s IP address can be compared to a database of prior visitors, thus detecting repeat viewership and patterns. Purchases and other vital processes can also be associated to these visits, thus allowing for distinct commercial patterns to also emerge.
Shortcomings on the Mobile Front