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Web Analytics – Guide

Web analytics is an activity undertaken, inter alia, by people and organizations that manage a website. In this way, data on the state of the website, user traffic, optimization, sessions and many other aspects of the website are obtained and then processed.

What is web analytics?

Web analytics is a complex process consisting of many aspects. It applies not only to websites, but also to social media, applications and other media that are available on the web. The goal of web analytics is to better manage a specific product based on the collection and processing of valuable data about users, errors, sessions, community behavior and many other aspects.

Web analytics is designed to improve a specific product (e.g. website, application or social media profile). Therefore, it is necessary to use specialized tools that allow you to obtain information needed to implement specific activities. An additional goal of web analytics is also to optimize the conversion rate.

The best internet analysts are not only able to read and check the data received from measuring devices in detail, but also verify the obtained set of information in the context of the company’s operations, its goals, as well as in the broad context of the Internet space. They are specialists who are also good at using logic, mathematics and general knowledge about the actions performed by network users and their consequences. Web analytics brings information about the actual state of our websites and web services, it also allows you to plan their development, sets realistic goals and ways to achieve them (e.g. increasing the number of page visits, the number of completed forms, the effectiveness of supporting the website by referrals from social media, etc. So, any company that is serious about being online and benefiting from it will necessarily find time and place for a web analyst to be active. You just can’t navigate through the dense woods of the internet without even a little bit of guidance.

What does a web analyst do?

An Internet analyst is a very interesting specialization that is needed to meet many goals on the Internet. Internet analysis is, of course, work with data, so it is associated with their acquisition, data collection, and elaboration. On their basis, you can verify the effectiveness of many activities, including those related to SEO, advertising or social media.

If you want to know what is happening with your applications, websites, advertising campaigns and have information about users’ activities, what brings success and what is worth improving – you should definitely turn to a web analyst. Therefore, Internet analysts are usually people who have a broader knowledge of the functioning of networks and the opportunities created by certain activities in the virtual space. In a nutshell: the web analyst provides the data to his company, explains its meaning, is able to create accurate strategies based on it, and proposes their implementation. So the web analysis is fully rational as it is based on the knowledge from which recommendations for further action are derived.

An Internet analyst is a whistleblower and strategist – informs and advises. That is why his work is so important, especially in the context of many marketing strategies. If you want to know more about positioning analytics, read our posts regularly. We also encourage everyone interested in increasing the visibility of their website on the web to contact us via the form.

What aspects to measure?

What analytical tools do you need? Before choosing the right tools, think about what you want to measure.

Overall traffic

Overall traffic refers to the number of people entering the site within a certain time frame. Thanks to this, you can check if your marketing activities are bringing the expected results. If you have a good campaign, the number of unique visitors should keep growing. When it starts to decline, you may need to make some changes to your strategy.

This number is very important as it tells you if your site is getting the attention it deserves. Suppose you have approximately 50 visitors a day. It’s not much if you’ve been running the website for a year. On the other hand, that’s a decent number if you set up your online store a month ago. In other words, pay attention not only to the movement, but also to its evolution.

Traffic sources

Another important analytics metric is traffic sources. They help identify where your readers are coming from. We can usually divide them into four categories: search engines, links from other websites, visits from email campaigns, and links from social media.

Focus primarily on search engines as they can attract huge traffic. Importantly, if your website is consistently ranked high in search results, it becomes easier to get links from other sites as they will consider you a reliable source. Remember to regularly monitor your traffic sources. Thanks to this, you can adapt your strategy to them.

Bounce rate

Another important parameter is the bounce rate. When someone visits your site and then leaves your site after viewing one page, this is known as a “bounce”. The percentage of these visits measured in relation to overall traffic is called the bounce rate. It lets you know if there are any unresolved usability issues with the site. The most common reasons for a high bounce rate include a long load time, a poorly clear navigation diagram and an unattractive website design.

Conversion rate

How many users buy from your store? What percentage of sessions end with adding a product to the cart and concluding a transaction? How is your revenue per month? You can find the answer to these questions in Google Analytics, as long as e-commerce has been set up correctly. You can filter the results to compare the conversion rate of free and paid traffic.

Web Analytics – tools

Web analytics allows you to track user activity on the site. It will show you where your readers are coming from, what they do on your site, how long they stay on it, and what content they like. This way you can optimize your content marketing strategy. Remember to measure and monitor your key performance indicators (KPIs) on a regular basis.

Web analytics allows you to see how your website is performing and how users are behaving on it. Thanks to it, you can check the effectiveness of marketing campaigns, improve the quality of online services and create customer profiles to increase the profitability of advertising and sales activities. Tracks real-time organic and paid traffic. By analyzing such data, you can invest your time and money more effectively.

In marketing, finding a target audience for your products and services is crucial. Therefore, it is worth using web analytics to reach potential customers.

Many users browse the pages on mobile devices. Therefore, you need to optimize your site for this. Otherwise, you can scare potential customers away.

When analyzing traffic, pay attention to new and returning visitors. If your returning visitor rate is below 20%, your site isn’t as engaging as it could be. Pay attention to the bounce rate. Also try to optimize your content marketing strategy to the needs of your target group.

The conversion rate reflects the effectiveness of your marketing strategies. It allows you to determine how many visitors turned into leads by filling out forms or became customers after making a purchase.

Thanks to analytics, you will find potential problems on your website. For example, preparing an incorrect sales funnel may generate lower profits.

Google Analytics

The Google Analytics service is perhaps the most popular and common among web analysts. It is enough for making many measurements of network traffic, but the tools used by analysts are many more. Let’s take an example of what an internet analyst actually does. Once the tracking code for our site is up and running and the service is fully set up, the analyst receives a ton of invaluable data. Learns about clicks on our content, the number of visits, the standard user profile of the site, his behavior (e.g. time spent on the site, etc.), places from which the site was accessed, the most popular blog articles and statistics for them, as well as many other similar things.

In this way, the web analyst gets to know the website users – he is able to determine their profile and on this basis advise the content that will be more likely to be viewed. Some data may even tell you that your website needs to be rebuilt so that you can contact potential customers more often. Thanks to Google Analytics, we will also know which blog articles convert the most. And also: does the YouTube video really attract customers, is the placement of elements on the website conducive to making contact, do we need more external links, etc. It is really a lot of knowledge that an internet analyst has to deal with, identify the main trends and create a full a report that will be the starting point for further strategy planning. Not without significance – apart from hard technical competences – will also be soft communication skills. Internet analysis must be communicated by the analyst in a transparent manner to persons authorized to manage the company’s development direction. The goal is to provide data and guidelines in such a way as to persuade decision-makers in the company to take appropriate actions that are clearly visible from tables, charts and hard figures.

Google Analytics is a device that allows you to use numerous advanced functions. It displays data from three main areas: Acquisition, Behavior, Conversion, that is:

Acquisition: allows you to answer the questions from where, when, and how many web users reach us. We can see if we attract potential customers, e.g. through an AdWords campaign, direct site search, social media activities or internal mailing, as well as determine the number of visits or bounce rate.

Behavior: thanks to these types of reports, we receive data on how users react to the website and what they do on it, e.g. whether they quickly quit and leave the website, whether they carefully check the offer, which subpages are of interest to them, whether they return often, etc. why the analyst is useful in this case, for example, to scan the functionality and speed of the website or to find sensitive so-called bottlenecks.

Conversion: allows you to assess how effectively we achieve the previously defined business goals, both in the macro scale (sales, sent inquiry, phone calls) and in the micro scale (adding a product / services to the basket, subscribing to the newsletter or downloading an offer in pdf format). It is a great tool if we want to compare, for example, consecutive months or longer sales periods, thanks to information such as the number of transactions, their individual value or, in general, the average order value.

The study of these three main sections of Google Analytics is a good basis for website analytics activities, but it is worth remembering that the number of non-standard reports and functions is very wide. Advanced users can, for example, use a more detailed analysis of the conversions made on the website – the so-called multi-channel paths, the explorer of a single internet user or a specific group of recipients, and many other useful options.


Another useful analytics tool is Kissmetrics. It allows you to observe and analyze changes in user behavior patterns over time. It also provides useful data on the latest and common referring websites. The main feature of Kissmetrics is the “Timeline View” which keeps a log of website visitors’ activity in an easy-to-understand format.

Crazy Egg

Crazy Egg uses heatmap technology to visualize what users are doing on the site. Provides a visual map of the reader movements and interaction points within the site. This way, you can easily see which places are the most popular with your visitors.


Ahrefs, a handy analytics tool, gets a lot of praise from industry experts. It offers many features to help you audit, develop, and improve your search engine optimization (SEO) strategies.

By using Ahrefs, you can discover valuable keywords in your industry. Additionally, you can check the site for common positioning problems. The proposed tool also allows you to monitor the backlinks and positions of your competitors. Keyword explorer deserves special attention, as it goes beyond search volumes and shows the estimated number of clicks in the search results. This way, you can see if it’s worth targeting a specific keyword.


When discussing useful analytics tools, SEMRUSH is also worth mentioning. It allows you to research advertising campaigns in terms of competition, budget and more. Additionally, it enables the compilation of valuable keywords for your content and marketing activities.

By using the aforementioned tool, you can track your performance on social media platforms, monitor keyword positions, and audit your backlinks profile. Generate and share custom site analytics reports.


Woopra is another tool that allows you to track website traffic. Provides real-time statistics on visitors’ visitors. Provides information about where they live and what content they are reading.

It also offers a chat feature. This allows you to chat live with your guests. This solution is perfect for an e-commerce website. Makes it easier to interact with customers. Woopra offers a limited free plan as well as some premium options.


MATOMO is used by over 1.4 million websites, including NASA. Formerly known as Piwik, this paid tool provides a comprehensive website analytics solution. Helps you earn more from traffic to your site. Importantly, it is compliant with the GDPR, i.e. the General Data Protection Regulation. It offers the following functions: visitor profiles, heat maps, tag manager, A / B tests, positions in search results.

Majestic SEO

Are you looking for some useful analytics tools? Then pay attention to Majestic SEO. He specializes in backlink analysis. In addition, it allows you to research keywords and conduct SEO audits. Tracks site performance in real time. It also allows you to evaluate competitors’ sites to improve your own.

Website analytics in practice

Who knows the enemy and knows himself, will not be threatened even in a hundred clashes – proclaimed Sun Zi, one of the most popular and ancient thinkers of the Far East. It is a concept that works well not only in the world of war, but also in the world of competition, including the business one. We now have numerous tools at our disposal that allow us to better understand not only our own entrepreneurial activities, but also the movements of our competitors. In fact, online SEO analyst is undoubtedly becoming such a tool.

The collection of various, valuable information related to the traffic and behavior of users on the website, as well as their meticulous analysis, and then targeted processing constitute the foundation of activities related to SEO analytics. Thanks to it, we are able to assess, among other things, who visits our website, how often he or she visits it, how much time he spends on it, what interests him. On this basis, we can suggest changes, implement new, accurate optimization solutions and marketing activities, defined according to individual business goals. What’s more, we also have the ability to precisely monitor, examine and compare competing websites (e.g. in terms of position in search results, traffic generated on the website, keyword positioning, link profile), and then use this data and draw conclusions in the scope of a well-thought-out competition, adjusting the offer to the current market specifics or searching for your own niche.

If we know how to use it, an SEO analyst can turn out to be an extremely valuable source of data. It is a tool that attracts the attention of not only e-commerce companies, but also owners of various blogs, thematic websites, portals and news websites. Data acquisition can be used, among others, to analyze: the effectiveness of investments, content marketing strategies, campaigns in social media, the activities of competitors in the selected industry, and even technical improvements of the website. We can research both current activities and assess the effects of decisions already made, as well as boldly look to the future, planning development.

The main goal of web analytics is focused on gaining knowledge that will allow to decide on specific optimization solutions (e.g. expenditure on marketing campaigns, PR or website development), and will also increase the conversion rate and improve the website’s visibility in search results. . So based on constructive reports, we can drill down on ideas, match content, generate profits and improve performance. This is undoubtedly a task for those who like to ask questions and are unhesitatingly pursuing the broader improvement.

Marketing Analytics – what is worth knowing?

Marketing analytics is an inseparable element of running virtually every website. This process is especially important in the case of e-commerce, where monitoring of traffic, conversions and the situation in the search engine plays a key role. What is Marketing Analytics really about? It is useful, among others, in e-commerce, as well as for business card pages, portals or applications.

Every e-commerce is different, so it requires a separate approach. Nevertheless, the marketing analytics for all online stores looks quite similar. All the data you collect and control will reflect the behavior and habits of users. If you draw the right conclusions, conducting marketing analytics will be effective and you will achieve your goals. In this case, it is important not only to monitor statistics and results, but also to skillfully interpret them. Use the specialized tools we talked about earlier. Which one you choose is up to you. You don’t necessarily have to use all of them. However, it should be remembered that Google Analytics is one of the most universal solutions in the case of web analytics.

Web Analytics and SEO

It doesn’t matter if we run a blog or a website – the most important thing is traffic. It can be organic or made with the help of advertising and other tools. Each action can be supported by SEO, by positioning your site to become more visible on the web and generate new clicks. Without it, the page may be considered dead and stop showing up high in search results or even end up in the last pages. Therefore, we should monitor the visibility of our website, it is actually the basis from which the entire SEO process begins. To optimize an online store or blog, we must start with an analysis. Then SEO will be much more effective.

When we think about each activity on our website, we think about the benefits it will bring. Analytics is the basis not only for SEO activities, but also for the appropriate creation of paid ads. If used well, it will improve the conversion rate, and that is what matters the most. Thanks to the website owner:

– Obtain information about users – how much he was on the site, what interested him when he left, whether he reached the checkout process or went through the entire article;
– Learn about the behavior patterns and on their basis we will be able to make changes to the structure of the website;
– Will be able to prepare a customer profile and target groups to which the content and offers should be directed;
– It will measure the effectiveness of both pages and campaigns.

Web analytics in SEO and SXO allows you to verify the phrases – or keywords – that we enter in the search engine to find the right product or information that interests us. Make sure you have the right passwords for your website so that they relate to what you are showing or selling. Wrong passwords can make the user stay on the site low, but correct passwords will show your website much higher in the ranking. It is a time-consuming process that must be constantly analyzed and updated, as everything changes every day. Thanks to web analytics, however, you will find out what people on your website are looking for, what brought them to you and develop the content on this basis.

Additionally, web analytics in SEO is useful for verifying the page load time. This is one of the most important factors, though perhaps not so obvious to everyone. The user decides within a few seconds whether he wants to enter a given page, and if he is already there, it is important that it is fast and transparent. It cannot charge indefinitely as customers are usually impatient and want everything to run smoothly, especially when using smartphones. This ranking factor sets your position, therefore, if your site is slow, it can lower it. Optimizing page speed is an SEO priority.

How often do you use web analytics in SEO activities? Systematically. It should be a habit of all those who deal with improving the visibility of the website and who care about better positioning. If we are unable to check daily and monitor new data, we should set a contractual time after which we will return to the analysis: once a week, once every two weeks or once a month. The more we do it, especially in the case of phrases or keywords, the faster and better our response can be. SEO and web analytics go hand in hand as we can see. Constant control brings a lot of information that SEO can use in positioning. We have many tools on the market that will help us achieve this, but it must be remembered that this is not a one-time process and the more changes appear on the market, the more changes we should make in order to stay up to date and catch the first pages of search engines.

How to learn web analytics?

If you want to learn analytics, check out the Google Analytics YouTube channel! Not only does it provide insight into the latest features of said platform, but also publishes amazing interviews with case studies and examples. You can see how to create different reports and how to use them.

Read, write, practice, analyze and optimize! Start a blog and write about what interests you. Then create a Google Analytics account and install GA on your blog. Or, think about installing other free analysis tools like Crazy Egg (for creating a heat map). Also, look for blogs and groups on FB related to web analytics. Remember to systematically expand your knowledge.

Web Analytics FAQ

What is web analytics?
Web analytics is the process of collecting, processing and analyzing data about the behavior of users using a website or application. Its goal is to develop and implement optimization solutions that will improve the customer experience (UX).

What web analytics tools to use?
The choice of web analytics tools is an individual matter. Popular software in this area are: Google Analytics, Ahrefs, Kissmetrics, Crazy Egg and Woopra.

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