Website Analytics

Wikipedia describes Web Analytics as the measurement, collection, analysis and reporting of Internet data for purposes of understanding and optimizing web usage. Web analytics can be used as a tool for business and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. There are two categories of web analytics; on-site and off-site web analytics. The most popular web analytics tool and service for the measurement of on-site and off-site analytics is Google Analytics.

On-site web analytics measure a visitor’s journey once on your own website. This includes its drivers and conversions. For example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign’s audience response.

Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. This would include the ability to gather similar date for sources such as your social media accounts (Twitter, Facebook, Flickr, SlideShare, YouTube, etc.) and also online campaigns or activities (email newsletters, online press releases, mobile apps interaction, etc.). It includes the measurement of a website’s potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.

What Are Website Analytic Services?

The most popular web analytics solutions include Google Analytics, Google Urchin, Adobe Omniture, and Webtrends. Trusted web analytics training & certification programs include the Google Analytics Individual Qualification (IQ) and the Market Motive Web Analytics certifications.

Analytics Implementation is the setup one’s analytics service, configuration of the reporting process, and adding of the tracking code to the desire on-site or off-site web property. Analytics Consulting is the review of one’s monthly analytics reports to provide interpretation and guidance regarding actions you can take to improve your web property’s performance and conversion. Analytics Conversion is the transitioning a web visit into a web customers by getting them to completed the desired action (i.e., make a purchase or fill out a form).

Google Analytics is so popular that it has spawned an industry of third-party add-on products including our Forward Metrics (TM) Dashboard. The Forward Metrics Dashboard is our propriety service to simplify the reporting of your Google Analytics data for executive-level presentation, review, and decision-making.