Web analytics is the process of analyzing the behavior of visitors to a website. The use of Web analytics is to enable a business to attract more visitors, retain or attract new customers for goods or services, or to increase the revenue each customer spends. The analysis can include determining the likelihood that a given customer will repurchase a product after having purchased it in the past, personalizing the site to customers who visit it repeatedly, monitoring the dollar volume of purchases made by individual customers or by specific groups of customers, observing the geographic regions from which the most and the least customers visit the site and purchase specific products, and predicting which products customers are most and least likely to buy in the future. The objective is to promote specific products to those customers most likely to buy them, and to determine which products a specific customer is most likely to purchase. This can help to improve the ratio of revenue to marketing costs.
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 campaign. It helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. It helps gauge traffic and popularity trends which is useful for market research. The focus is on identifying measures based on your organizational and user goals and using the website data to determine the success or failure of those goals and to drive strategy and improve the user’s experience by understanding of user behaviour across web pages. Businesses use web analytics platforms to measure and benchmark site performance and to look at key performance indicators that drive their business, such as purchase conversion rate .Modern web analytics takes everything great about modern data science — from complex segmentation to predictive tools to real-time reporting — and applies it to the original digital channel. This gives you real insights that drive the decisions that help both your customer and your bottom line
Web Performance Indicators Board
Average Page Depth
Page View Duration
Page Time Viewed
The percentage of visits that are single page visits and without any other interactions (clicks) on that page. In other words, a single click in a particular session is called a bounce.
the chronological sequence of page views within a visit or session
A request for a file from the web server. Available only in log analysis. The total number of visits or page views provides a realistic and accurate assessment of popularity.
A request for a file, or sometimes an event such as a mouse click, that is defined as a page in the setup of the web analytics tool.
The uniquely identified client that is generating page views or hits within a defined time period (e.g. day, week or month). A uniquely identified client is usually a combination of a machine (one’s desktop computer at work for example) and a browser (Firefox on that machine).
Visit / Session
A visit or session is defined as a series of page requests or, in the case of tags, image requests from the same uniquely identified client. A unique client is commonly identified by an IP address or a unique ID that is placed in the browser cookie. A visit is considered ended when no requests have been recorded in some number of elapsed minutes
Average amount of time that visitors spend actually interacting with content on a web page, based on mouse moves, clicks, hovers and scrolls.
Average Page Depth
Page Depth is the approximate “size” of an average visit, calculated by dividing total number of page views by total number of visits
Average Page View Duration
Average amount of time that visitors spend on an average page of the site.
Refers to a single instance of a user following a hyperlink from one page in a site to another.
A discrete action or class of actions that occurs on a website. A page view is a type of event. Events also encapsulate clicks, form submissions, keypress events, and other client-side user actions.
A statistic applied to an individual page, not a web site. The percentage of visits seeing a page where that page is the final page viewed in the visit.
A visit from a uniquely identified client that has theoretically not made any previous visits.
Frequency / Session per Unique
Frequency measures how often visitors come to a website in a given time period. It is calculated by dividing the total number of sessions (or visits) by the total number of unique visitors during a specified time period, such as a month or year.
The most common definition of “Impression” is an instance of an advertisement appearing on a viewed page. An advertisement can be displayed on a viewed page below the area actually displayed on the screen, so most measures of impressions do not necessarily mean an advertisement has been view-able.
A visitor that has not made any previous visits.
Page View Duration
The time a single page (or a blog, Ad Banner…) is on the screen, measured as the calculated difference between the time of the request for that page and the time of the next recorded request.
A visitor that has made at least one previous visit. The period between the last and current visit is called visitor recency and is measured in days.
A Unique visitor with activity consisting of a visit to a site during a reporting period and where the Unique visitor visited the site prior to the reporting period. The individual is counted only once during the reporting period
Average amount of time that visitors spend on the site each time they visit. It is calculated as the sum total of the duration of all the sessions divided by the total number of sessions.