Web Analytics Tools
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Web Analytics Tools TrustMap
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What is Web Analytics?
Web analytics tools track website user activity. Tracking activity gives organizations the ability to optimize their content.
Web analytics have also grown beyond tracking web usage to include interactions with social media and mobile apps. This expanded approach is sometimes called digital analytics.
The data from web analytics tools help companies evaluate and improve their online presence. Web analytics business objectives include things like:
Attracting more visitors
Improving customer engagement
Improving customer retention
Insights from web analytics tools can drive actions such as:
Refining website content
Adjusting website design
Reallocating marketing dollars
The ultimate goal is to optimize for the desired business objective.
Web Analytics Features & Capabilities
In-page analytics (Session recording, click tracking, mouse tracking, heatmaps)
Goal conversion tracking
Web Analytics Tools
Using the tag, analytics tools can detect when someone visits the page. The tool can also track link clicks, video views and other events. Most tools can also track users’ IP address, geography, screen size and web browser.
Most tools track similar web, social and mobile metrics. The most common metrics found with web analytics tools include:
The number of people using a website (visits, unique visitors, pageviews)
Who they are (geolocation of visitors, browser and device type, registered and unregistered users)
Where they came from (referring source, search keyword)
What they are doing while there (Time spent on site, conversions, click path, bounce rate)
This information is presented on a dashboard. The dashboard of web analytics tools is a central source of information for companies. Dashboards can usually be customized to segment data by user persona, date range, or other attributes.
Free Web Analytics Tools
Effective web analytics don’t always have to cost money. There are a number of free and freemium web analytics tools.
Google Analytics is by far the most widely adopted. StatCounter and Matomo (formerly Piwik) are also good examples of free tools. Some companies use both multiple analytics tools alongside each other (both free and paid). Some free web analytics tools are quite robust, and the vendor monetizes the tool by using the data to power other offerings such as advertising.
The pricing model for web analytics tools varies by vendor. The tools go up in price as your number of Monthly Tracked People goes up. Web analytics tools run the gamut in terms of price.
Some are completely free, while others start at around $500/mo.
DYNO Mapper is a web analytics tools suite from the company of the same name in Chicago, that enables users to organize website projects using visual sitemaps, content inventory, content audit, content planning, daily keyword tracking, and website accessibility testing.