Web analytics help make better business decisions: how to use them


This guide outlines how you can use web analytics to improve your client base and business.

It is very likely that if you have come to this article, you have heard about web analytics and probably had some questions or have not found simpler material on the subject. And it may also be that you’ve never heard about it.

Web analytics: Overview

To begin with, we need to keep in mind that if we have a website and create a strategy for it, we need to measure its results so that we know if the implementation worked or not. In addition, we know that it is increasingly important to always be improving our knowledge about our customers. And that’s where Web Analytics comes in.

Right off the bat we need to make something very clear: WEB ANALYTICS IS NOT THE SAME THING AS GOOGLE ANALYTICS!

Google Analytics x Web Analytics

Web Analytics: when we talk about web analytics, we are talking about the science of studying the data generated on your site. This data will be interpreted and help you make decisions about your business and create new strategies.

Google Analytics: Google Analytics (or “GA” for the most intimate) is the tool used to capture data. It will show the facts and data that will help in your next decisions. However, despite being the best known, there is not only Google Analytics, but a large number of tools that can be used to capture data. You can learn about the other tools in the post “What are the main web analytics tools”.

Analytics in Everyday Life

In everyday life, web analytics is nothing more than the interpretation of data to help you make decisions before your site. To do this, you will need to define which main Metrics and KPIs will be analyzed and which will help you the most when it comes to developing your strategies and measuring the results.

A quick explanation for:

**Metrics **- indicator that helps measure user behavior on your site.

**KPI’s **- indicators created from metrics, measuring conversion results.

There are a multitude of metrics and KPI’s, but the most common are:

Sessions – the number of times a user has been engaged with your site, that is, within a period of up to 30 minutes the user interacted with the site and was not inactive;

Rejection Rate – percentage of sessions from your site to a single page, that is, it did not interact with the site, it came out on the same page that entered;

Conversion Rate – percentage of sessions that have completed some goal (goal can be a transaction, a registration, etc.);

ROI – Return on Investment;

Cost per Click – final amount charged for one click (for example click on an ad on Google)

Black box analogy

You can compare website analytics to a flight recorder or black box for your business that offers an excellent method to gauge the overall health of your business. Without proper analysis of data, it is impossible to diagnose underlying problems; the entire web analytics practice becomes pointless if no one looks at the data.

Therefore, analytics is considered the ultimate option to determine your business’s overall performance. The data provides you with why profits are growing or declining and is an effortless means of looking at your business’s books.

Web analytics are key for marketing

By analyzing your site traffic analytics data, you get to know the exact reason behind any change from the customer base. If the reason behind the change is permanent, you need to troubleshoot the issue at the earliest, possibly with marketing strategies. If it’s seasonal or due to a particular trend, the organic traffic downturn will likely return to its previous level.

The decline in web traffic could also result from severe competition, and your website gets ranked down. Without a doubt, web analytics is the finest way to evaluate the performance of your company and your team and have better insights on the customer demands and make informed decisions.

You post on your website by analyzing the user reactions to the campaigns and contents. It gives the marketing team the information on which area lacks vital information and optimizes the contents to maximum effectiveness.

How do analytics help your business expand?

The analytics data is generated by analyzing the time people spent on your website, bounce rate, engagement level, organic traffic, business profits, and many other metrics. Therefore, web data analytics reveals your business’s hidden problems and weakness that lies undetected.

When you know the origin of the problem, coming up with a solution becomes much more straightforward. The website analytics data gives you clear-cut information on what your target audience expects from your business. It also helps you spot the vital trends in the market and alter your marketing strategies and content consistently in the direction.

How do analytics help in making informed business decisions?

Web analytics is considered a valuable asset to business owners. By closely examining the customer interaction, you get a perfect picture of how to patronize your customers without compromising your business standards safely.

By scrutinizing information from every area, you can determine how to make your customers feel safe. Implement safe transaction options that are convenient to the users. Website search data helps you alter your business decisions and find solutions to real-world problems. Here are some vital tips that will help you better understand and put the web analytics data into goo use:

  1. No matter how great your web analytics results are, your business will likely face continuous profit drops and reduced web traffic if you don’t take the necessary action.
  2. Set a strict schedule for website data analysis every week; the more time you spend, the easier it becomes.
  3. Hire a professional to create reports on website analytics data. By doing so, interpreting the information becomes effortless and less time-consuming. By having accurate data, troubleshooting problems become manageable.
  4. The primary reason why the majority ignore web analytics data is reading difficulty. Once you have customized the reporting, the data becomes easy to navigate and understand.
  5. For easy understanding and decision making, consider converting these data into graphs, charts, maps, etc.

What are the benefits of web analytics?

Highlighting the most significant benefits of web analytics below –

  • Measure online traffic
  • Tracks the bounce rate
  • Helps in optimizing the market campaigns and tracking the results
  • It helps in to find the right target audience
  • Helps in improving the web content and web services.
  • Conversation rate optimization
  • Helps to track the website and business goals
  • Analytics plays a chief role in managing online advertisements and promotions; it helps enhance Google ad results.
  • Provides you a quick overview of your website’s performance
  • Unique opportunity to attain better tools and find new perspectives inside your business model.


All in all, web analytics can reveal a lot about your business and how people perceive your company. This is the basis of fine-tuning your business dynamics and aiming for higher profits in the long run.

About Business Woman Media

Our women don’t want to settle for anything but the best. They understand that success is a journey involving personal growth, savvy optimism and the tenacity to be the best. We believe in pragmatism, having fun, hard-work and sharing inspiration. LinkedIn

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