Home Digital marketing The Role Of Web Analytics In Digital Marketing

The Role Of Web Analytics In Digital Marketing

web analytics
Team of financial people discussing a business analytics (BA) or intelligence (BI) dashboard on the computer screen showing sales and operations data statistics and key performance indicators (KPI)

The number of people browsing the internet today is still steadily increasing. From a marketing perspective, this is an audience you shouldn’t take for granted web analytics. If you wish to be competitive in the industry, you need to make it big with your digital marketing strategies, so you can dominate the market.

Among all others, your goal should be to strengthen your online presence. However, it’s no longer just enough to have a running website. There are thousands of others that already have an advantage against you as they already huge clout online. What do you do then?

You can start with taking advantage of web analytics and discovering how you can overturn your current position on the web. With that said, here’s how web analytics can contribute to your success in digital marketing.

1. It Gives You Means To Adapt Your Current Site To Changes

When you take the time to check your web analytics, you’ll have an idea of how your site is performing on the web. You can have an overview of its strengths and weaknesses. Learning your site’s weakest points can allow you to introduce changes needed to address those.

For example, there’s a page that has a high bounce rate. If you’re unfamiliar with the term, bounce rate is a measurement of how many people access a page and do nothing else afterward. They don’t visit other links, leave any comments, or purchase the product marketed on the page if there’s one.

If a page has a high bounce rate, there must be something wrong with it. Its content might be poorly written. The copy associated with the product isn’t as effective as you thought it was. It could be anything. But knowing this, you already have an inkling that you should take action.

Aside from knowing bounce rates, you can also learn about the following with web analytics:

  • The number of people visiting your site
  • The places on your website where your visitors stay the longest
  • The buying journey of your customers on your site
  • The areas in your website where your visitors stay the least amount of time

Once you find a concern, you start troubleshooting. Once you found the problem and solved it accordingly, your website becomes a lot more effective. Remember that it’s important to do your periodic check, as you can’t just leave your website as it is after you’ve set it up for the first time. Otherwise, you’re only wasting resources on your website that’s not even capable of returning your investment.

If you don’t understand yet how to interpret your analytics, you can get started now. Get redirected here to learn more about this, so you can give yourself a good start.

2. It Enables You To Measure Success (Or Failure)

There’s no better way to measure how successful your website is than by periodically going through its analytics reports. It’s not just about going through the traffic numbers. Rather, it’s also about measuring success. Remember that traffic isn’t the only metric for success with an online website.

Do you have a specific landing page you wish to become effective at converting your leads? Do you want to better understand your customer journey? The answers to these questions can be readily available once you go through your web analytics.

3. It Helps You To Better Understand Your Customers

Yes, you know who your target customers are, but do you truly understand your customers? Ask yourself these questions:

  • What are the common pain areas of your target market? 
  • Were you able to help with any of these through your website? 
  • Were your digital marketing campaigns able to address these pain areas and show that your products and services are indeed the solutions to their problems? 
  • Do you know what your customers’ demographics are?

Just like measuring your site’s success, the answers to these questions can be seen in your web analytics. By going through it, you’ll have metrics to let you know more about your customers. With the information you can obtain, you can formulate strategies that can allow you to achieve your goal. 

4. It Allows You To Make Data-Driven Predictions

Predictions or forecasts when it comes to business shouldn’t just be made at random. You need to base all of your decisions on facts, such that you know for certain that your decisions will turn out to be actionable and effective.

Your analytics is your best source of information for sound decisions and predictions. For example, with your analytics, you’ll be able to see which products sell well at certain times in the year and what don’t. You can focus your energy on the products that sell well, rather than keep promoting products that don’t even sell.

Some of the most pertinent data that you can gather from your web analytics are around the lines of:

  • Audience data: It includes information about what browser or device your audience are using to browse your site, the number of site visitors, and the country they’re browsing from
  • Audience behavior: This comprises bounce rate, common landing pages, and number of pages per visit
  • Campaign data: This provides information about your recent campaigns or actions onyour site


With all the information above, you can have a website that’s doesn’t just look fancy or have a strong online activity, but you also have one that’s built on a robust strategy. Remember that strategy is everything. The only way that your website can develop a sound strategy is by going through your analytics. 


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