The Web Analytics Association (WAA) defines web analytics as “the objective tracking, collection, measurement, reporting and analysis of quantitative Internet data to optimize websites and marketing initiatives.” In other words web analytics helps you to understand your web traffic patterns, visitors’ thought processes, marketing campaign behaviour, conversion dynamics, and more.

Marketeers want to know if their websites are attracting visitors and whether or not their investment is paying off. With web analytics, you can identify website trends. You can also understand how visitors interact with your website. You can identify the problem areas that prevent visitors from completing their conversion goals. By segmenting visitors, you can also find out how profitable your search marketing campaigns are across search engines and/or search strategies like Search Engine Optimization (SEO) and pay per click advertising.

There are plenty of choices for analytics software, but we use mainly Google Analytics. It’s powerful and it’s free. But it’s also hard to get your head around it if you’re not a techy – so we help to unravel the mysteries for you.