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Web tracking (web analytics)

Web tracking (web analytics) is the measurement, collection, analysis and reporting of data from the web in order to understand and thereby optimize web usage. It is not only a process for measuring web traffic, but also a tool for business and market research, as well as for evaluating and improving the effectiveness of a website. With Web analytics applications companies can also measure the results of traditional print or broadcast advertising campaigns. It helps to estimate how the traffic (traffic) on a website changes after the launch of a new advertising campaign. Web analytics provides information about the number of visitors to a website and the number of page views. It helps to measure web traffic and popularity trends, which is very useful for market research.

Basic Steps of Web Tracking (Web Analytics) Process

Most of the processes consist of four basic steps or phases:

In this first phase, the basic elementary data are collected. As a rule, these data are censuses. The aim of this phase is to collect the data first.
This phase usually involves taking counts and establishing appropriate ratios, although some counts may still be available. The goal of this phase is to convert the data into information, specifically metrics.
In this phase, the metrics and counts are used and combined with business strategies called key performance indicators (KPI). KPI often deal with conversion aspects, but not always. It depends on the organization.
This stage deals with online goals and standards for the organization or business. These strategies usually relate to making money, saving money, or increasing market share.

Another essential function developed by the analysts to optimize the website is the experiments and tests:

A/B testing are controlled experiments with two variations in online settings, such as web development. The goal of A/B testing is to identify and suggest changes to web pages that increase or maximize the effect of a statistically tested outcome of interest.

Each phase affects or may affect the preceding or subsequent phase. Therefore, sometimes the data available for collection affects the online strategy. In other cases, the online strategy affects the data being collected.


There are at least two categories of web tracking (web analytics): offsite and onsite web analytics.

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  • Offsite web analytics refers to web measurement and analysis regardless of whether the user owns or maintains a website. It includes measuring the potential audience (Opportunity), share of voice (Visibility), and buzz (Comments) of a web page across the Internet.
  • Onsite web analytics, which is most commonly used, measures a visitor’s behavior on the website. This includes his drivers and conversions, such as the extent to which different landing pages are linked to online purchases. Onsite web analytics measures the performance of the website in a commercial context. This data is typically compared to performance metrics and used to improve audience response to a website or marketing campaign.

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