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Web analytics setup for a website
When first encountering the concept of “web analytics,” many people do not understand why it is needed and what functions it has. In general, it can be described as the process of viewing, studying, and analyzing data, as well as interpreting it to increase the efficiency of web resources and online advertising. Web analytics tools are various services that analyze and store information about user actions after they visit a website. To transfer information from websites to the web analytics system, a special tracking code is installed.
Why is it necessary to set up web analytics?
The main task is to analyze statistical data in order to make optimal decisions, increase business efficiency, and grow profit. What other tasks can be solved with the help of web analytics?
- Analyzing user actions on the website.
- Finding problem areas when using your web resource.
- Identifying the most profitable traffic sources.
- Reducing the cost of customer acquisition and increasing the efficiency of the advertising budget.
- Increasing revenue per visitor. This is possible by increasing the average order value and conversion.
- Improving the quality of management decisions.
An ineffective project not only takes a lot of money, but can also harm your brand. It is very important to properly track the effectiveness of marketing campaigns, choose the best strategies, and allocate the budget effectively. Especially since installing and configuring web analytics does not require large expenses, unless we are talking about complex tasks such as setting up enhanced ecommerce.
Analytics setup on the website: what is included in the cost?
It includes installing and configuring counters, taking into account the specifics of the project and the tasks specified by the client.
Stage 1: forming the task for installing the analytics counter
At this stage, it is necessary to accurately determine what tasks web analytics should solve and which metrics should be used. Only by setting the right goals for the systems will we be able to understand how effectively a particular channel or page works. Therefore, the first thing to do is to install the required analytics service. If you previously had a counter but lost access to it, it makes sense to restore it so as not to lose statistics from the day the product was launched. In most cases, restoring access is not difficult.
Stage 2: setting up the analytics system and goals
At the second stage, tools are selected to achieve the set tasks. Tools and approaches differ depending on the specifics and scale of the project. The following analytics systems are most often used:
- Google Tag Manager (GTM);
- Google Analytics.
Setting up Google Analytics allows you to correctly collect website statistical data and show performance indicators. GTM is a tool that simplifies the installation and configuration of web analytics systems. With its help, you can implement many tasks, but if you do not have experience, it is better to turn to professionals.
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What benefits will analytics setup for your website give you?
You will learn:
- customer behavior on your websites;
- the most visited pages and sections of the website;
- which traffic sources are the most effective;
- the most popular products and services;
- what users search for on your website thanks to the site search tracking tool and how it can be used to improve metrics;
- reports on orders made through the website and much more.
