What is web analytics

Web analysis

What is web analytics?

With the Web analysis you receive information about visitor behavior on your website, e.g. the origin of the visitors or the length of stay. With this information you can Find out weaknesses in the website and their Improve efficiency.

What is possible with web analysis?

The web analysis is not a one-time task, but a continuous process of measuring, analyzing and optimizing. The extensive evaluation options make web analysis an indispensable tool in online marketing, especially because visitor behavior, i.e. the behavior of the potential buyer, can be traced down to the smallest detail.

With this information you can understand exactly how optimizations of individual pages affect and thus continuously monitor the success of the website. The success of advertising measures, e.g. newsletter campaigns or competitions, can also be comprehensively evaluated with the help of web analysis.

Below is a small selection Evaluation options:

- Number of website visitors - for the entire website as well as for individual pages

- average value of purchases

- Abortions in the purchase process

- Number of conversions

- Origin of the visitors

The results of the web analysis can accordingly be used, among other things, to increase sales, develop marketing strategies and eliminate weak points on the website. However, this only works if the web analysis is professionally planned and implemented. And that involves much more than just collecting data. If you want to use the visitor information successfully, you have to collect data, evaluate it, classify it correctly and draw the right conclusions from it for optimization.

Additional information:

Web analytics projects: 10 mistakes you should avoid

Web analysis metrics

No web analysis without KPIs. The performance of a website becomes measurable with the key performance indicators. These indicators are therefore at the beginning of every web analysis. They result from the corporate strategy or industry-specific requirements. Only with the KPIs can you see to what extent the company goals are being met. In addition, the KPIs are a Basic requirement for the tracking concept.

Web analysis tools contain numerous predefined KPIs, including:

- Number of visitors (allows conclusions to be drawn about "regular users" and user satisfaction, among other things)

- Duration of visit

- Organic visitor share

- average page load time

- conversion rate

You should never look at one key figure on its own. For example, a high bounce rate can have very different causes, e.g. long loading times, missing information or missing calls to action.

Web analysis tools

Free and paid tools are available for web analysis. There are also two data collection technologies:

  1. Log file analysis: A log file is saved on the web server, which can be used to record all access features of the website. Analysis software then takes care of the graphic processing.
  2. Tag analysis: A tracking code is implemented in the source code of the website, through which all data is collected. The data is saved on an external server.

Tag analysis has the advantage that significantly more data can be collected. For example, jumps cannot be measured with the log file analysis. On the other hand, the tracking code brings with it numerous data protection problems.

The best-known free web analysis tool - also the most widely used tool of this kind in Germany - is Google Analytics. Other examples of free variants are Piwik and Open web analytics. Chargeable are e.g. Etracker and Adobe Digital Marketing Suite.

Which tool is the right one for your company depends above all on data protection requirements and corporate goals, as this in turn influences the selection of KPIs.

Web analysis and data protection

The data that are collected via Analytics and Co. are personal data. Thanks to cookies, extensive user profiles can even be created that go far beyond the behavior of the website to be examined. Companies must therefore set up a data protection concept that preserves visitor rights.

The collection and processing of this data is linked to the following requirements:

- Affected parties must consent to this handling of their data

- Those affected must be informed of the scope of the survey

- The content of the declaration on data usage must always be accessible

- Reference to the right of withdrawal must be included

These data protection notices must be visible to the user on every page or he must be able to reach them from every page. The important thing is also Cookie Policy - The site owner must inform the visitor if he uses cookies.

Further information on legally compliant web analysis:

Whitepaper web analysis and data protection

Set up the whitepaper Google Analytics in compliance with data protection regulations