Through two main types of analysis - online and offline.
In online analytics, we study the activity of website visitors and track the website's performance. In offline analytics, on the other hand, we examine how customers interact with us after converting on the e-commerce website or lead generation site.
To measure results, it is important to approach the implementation of web analytics tools correctly. This process includes the following steps:
- Define the goal: Understand what goals you want to achieve with the help of analytics tools.
- Choose key metrics: These can be website sales, engagement with content (if your project is media-related), the number of inquiries, or increased conversion rates.
- Configure web analytics: Install a tracking code on your website, set up conversions (tracking events on the website, such as adding items to the cart), create audience segments (e.g., users who added items to the cart but did not make a purchase) for retargeting.
- Data collection and analysis: Study user behavior, track metric achievements, analyze marketing expenses.
- Visualization and reporting: Present data in a visually understandable form. Reports should provide a comprehensive overview of how effectively the work is being done.
- Interpretation and optimization: Once you have seen the numbers and made conclusions, you should take action to improve the metrics.