Web analytics is the process of analyzing visitor behavior on a website. It is used to measure web traffic, identify target markets, optimize marketing campaigns, and count visitors. The process involves defining goals, building key performance indicators, collecting data, analyzing the data, testing alternatives, and implementing changes. Critical metrics include visits, time on site, bounce rate, exit rate, conversion rate, and engagement. Web analytics works by tracking user activity via JavaScript and sending data to an analytics server for processing, storage, and reporting.

1. INTRODUCTION TO WEB
ANALYTICS

2. WHAT IS WEB
ANALYTICS

3. Process of Analysing the
behaviour of visitors to a
website.

4. WHY WEB
ANALYTICS

5. 1. Measure
Web Traffic
4. Identify
Target Market
3. Optimize
Marketing
Campaigns
2.
Visitors
Count
5. Identify
Exit pages
6. Track
Bounce
Rate

6. PROCESS OF
WEB ANALYTICS

7. Web
Analytics
Process
1. Define
Goals
2. Build
KPIs
3.
Collect
Data
4. Analyse
Data
5. Test
Alternatives
6.
Implement

8. CRITICAL
WEB MATRICES

9. VISITS
Someone comes to your website &
spent sometime browsing before
leaving
Time Spent
on Page
Time spent on an individual page
Time on Site
Also called as Session; Time spent on
the site during a visit
Measures the % of sessions on your
website with only one page view
Measure of how many visitors left
the website from a certain page
Ratio of outcomes to the no: of
visitors/visits
Degree to which the website
engages its visitors; it’s the no: of
repeat visits by a visitor
Bounce Rate
Exit Rate
Conversion Rate
Engagement

10. MATRICES WHICH CAN BE TRACKED

11. Traffic Origin
Sales &
Revenue
Keywords
people arrives at
your site
Page Views
Time spent on
Pages/Products/
Categories
Cart
Added/Abandoned
Items
KEY
MATRICES

12. Web Analytics General
Architecture

13. • When the visitor browses the website, the page contains the code
snippet to download a Javascript
• The script tracks user activity & sends data to the analytics server
on various events
• The Analytics server stores the data which are then processed.
• The Processed data is stored typically in a database.
• Analytics reports gets served from this database.
HOW IT WORKS

14. OVERVIEW

16. FUNNEL REPORT

18. CAMPAIGN WISE
DATA

20. TOP LANDING PAGES

22. GLOBAL DATA

24. FUTURE OF WEB ANALYTICS