What is web analytics?

    With web analytics you can identify the bottlenecks in your online store, analyze your customers’ behavior and track the performance of your marketing efforts

    Web analytics illustration of flat line graphs on and off a computer screen

    With web analytics you can collect data and lead your online business

    Web analytics is used to measure and analyze the visitor data from your website. It helps you understand why and how people do certain actions on your site. Web analytics is also used in A/B-testing and improving your marketing. There are many different solutions for web analytics - the most popular of which being Google Analytics.

    Web analytics allows you to collect invaluable data from your visitors that helps you understand your customers better, identify your website’s strengths and weaknesses and grow your business reliably based on data.

    Using high quality data, you can improve the user experience of your site and therefore directly influence important performance indicators such as exit and conversion rates and marketing effectiveness and costs.

    Using your web analytics, you can also track the effectiveness of your marketing and can easily compare the performance of different channels. With data you can figure out what people do on your website and figure our any possible issues in your shopping funnel.

    You can improve the user experience, increase your revenue and support your decision making by using data.

    Good decisions based on reliable KPIs

    Key performance indicator or KPI is a measurable value that is an indicator about the performance of your business. You can’t reliably do eCommerce without measuring. It is absolutely necessary to identify the indicators that are relevant to your business and keep an eye on them to identify potential issues. When you have your analytics setup ready and tracking the KPIs of your choosing, you can measure the effectiveness of your actions reliably.

    You can use KPIs for example to track sales goals, like conversion rate or revenue. Before setting your KPIs it’s important to go over your goals for online business and define the indicators that matter the most to your business.

    Maybe you’d like to know:

    • How much people arriving from search engines buy from your store?
    • How much has your revenue for a set period changed from last year?
    • Do users coming from search engine marketing have a higher conversion rate than users from social media marketing?
    • Do you receive more donations from people living in Oslo or Stockholm?
    • Do people read your articles more on rainy days?

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    Web analytics tools

    There are many different tools that are used in web analytics, and besides the web analytics tool itself the most important ones are tag managers and data visualization tools.

    Tag manager

    Tag managers are used to manage the tags (short code snippets or tracking codes) on your websites and mobile apps easily without involving a developer and without having to touch any code on site. They enable you to create customized and detailed tracking for all your needs. The most popular tag managers are Google Tag Manager (GTM) and Adobe’s Dynamic Tag Management (DTM).

    Data visualization

    Visualization makes your data informative and easy to digest. Data visualization helps you interpret the indicators that are important for your business. You can combine multiple data sources into a single dashboard so you can more easily track and manage your whole business. Some of the most popular tools for data visualization are Google Data Studio and Microsoft Power BI.

    Our services for web analytics

    Analytics audit

    Your web analytics data is used to support critical business decisions, so you need to be confident in the data and its quality. With our analytics audit you can ensure that the analytics setup follows best practices and the data is ready for use. Our audit covers over 60 specific tests that are crafted to validate everything from account structure to error-free data collection. As a result, you get a report of all the test items, but also a plan for fixing any possible errors. When your web analytics is working correctly you can lead and develop your business with the highest efficiency.

    ECommerce measurement and KPI plan

    You can’t have efficient eCommerce without a proper measurement plan. A good measurement plan defines relevant and measurable goals so you can direct your marketing, conversion rate optimization, and development efforts where they are most needed, and their effect can be validated. When your KPIs are well planned and documented, you can use them effectively throughout your whole organization and with all stakeholders.

    Data from different sources and dashboard visualizations

    Do you know where all your data is stored and are you using its whole potential? Many analytics tools are difficult to use and finding the right information can be challenging or at least labor-intensive. We visualize your key metrics into a single dashboard, so you can easily track the things that matter to your business. A dashboard combines multiple data sources into a clear, visual format, so you have a better understanding of your website’s performance. Dashboards can also be used to reduce the time you use on creating reports and presentations, so you can use your time for analysis and making meaningful decisions.

    Google Analytics Enhanced Ecommerce setup

    Do you have an online store and use Google Analytics? Do you want to have more information about how your store is performing? If so, you should consider using Google Analytics Enhance Ecommerce.

    With an Enhanced Ecommerce setup, we can track the online store performance even more precisely: Which products and categories bring you the most revenue, how the users behave in the checkout funnel or how much your internal promotions improve product visibility and sales. The collected data can be used in marketing and conversion rate optimization, for example.

    In addition to Enhanced Ecommerce setups we also provide diverse Google Analytics setups for B2B companies.

    Tag management

    The setup you have created in your Google Tag Manager directly influences the quality of your data. Because of this, it is important to make sure your tracking setup is working correctly, and all the necessary data will be collected. In advanced tracking cases the data quality can be improved by prioritizing the tags correctly and by making improvements to your site’s code. We often encounter unused or unnecessary scripts from third parties, that negatively impact the website’s performance and user experience.

    For these reasons we provide a free Google Tag Manager audit for our potential customers and help them in creating and maintaining their tracking implementations.

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    Google Analytics training

    Do you want to learn how to take advantage of Google Analytics to improve your own business?

    Google Analytics is an invaluable tool for marketers and developers alike. With our training you’ll learn to use Google Analytics to improve your business.

    Our trainings are always tailored to suit your business’s needs. The training could aim to get you certified or provide you the tools you need to analyze your sales reports more effectively, for example.

    Your expert

    Juha Vuohelainen

    Director, Digital Strategy

    +358 40 580 2603