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Learn About Different Types Of Web Analytics

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Web analytics is an extremely known tool by most digital marketers. But, did you know what are the different types of Web analytics? We know web analytics as a whole bundle but it actually comprises of a bundle of analytics types which can be classified as –

  1. User analytics
  2. Traffic source analytics
  3. Behavioral analytics
  4. Acquisition analytics

Not all web analytics tools have all the above types included and sometimes you can get each one in silos as well, depending on your requirements. There are various other web analytics tools that deal with only one specific kind of web analytics.

Let us see each of these types of web analytics one by one.

  • User Analytics

User Analytics is that part of web analytics which deals with giving insights about the user. As easy as that. You might venture ahead to ask, what insights about the user can it give? For example, from the IP address of the user, one could know your location of browsing. Other information that can be extracted – age, gender, what the user likes to do, browsing habits, etc. If your website plugs in with Facebook, then there is a further ton of information that can be gleaned from a user’s Facebook and Twitter account which could be analysed for the purpose of your website. User analytics can also be used to know how your users use your app/website: what they do on the website, how much of data they manage, how do they perform various tasks, the difficulties they face on the website/app.

We can collect a user’s usage data through a simple record called Usage Analytic Record (or UAR) having the following structure:

web-analytics-uam-3a
The records are generated and consolidated when an important event occurs. The UAR is extremely uncomplicated: it contains no specific user attribute like user name, location or task type.

Once you implement User Analytics, there is a wealth of actionable data you can get, like – who are your users, what is their profile, how frequently they visit your site, what do they normally do on your website, what obstacles do they face,  and many more such things. With this kind of data you are better equipped to improve user satisfaction, reduce support cost, refine your sales estimates, and be better able to reinforce your marketing strategies on your focus target group.

Traffic Source Analytics

Traffic source analytics tells you where your website traffic has come from. To know where your users come from, the data is normally divided into the following categories – search engine traffic, direct traffic, referral site traffic. The search engine traffic can be further divided into organic traffic, cost per click (CPC) traffic, and display ads traffic.

Organic traffic comes from the standard listings of your website on a search results page.  A higher organic traffic is good since it means that users are actively searching for you and you can be easily found. CPC traffic comes from CPC advertising you do on a search engine. You will see this source of traffic only if you are running a CPC campaign.  If you are not running any CPC campaigns, you won’t get this traffic. Display ads traffic comes from users clicking on display ads that you are running.  If you are not running any display campaigns, then you will not see this traffic either.

Direct traffic comes from website visits that happen when a user puts your site address directly into their internet browser. Referral site traffic comes from sites that have links to your website and which are not search engines.  These referral sites could be blogs, your Facebook page, your Twitter page, etc.

Monitoring your traffic source by type (medium), source site, and location is important so that you can target the right users for your site. It can also in knowing where to direct your advertising energies to, if you have ample organic traffic you can use your advertising budget for something more productive.

web-analytics-traffic-sources

Behavioural analytics

Behavioural analytics capitalize on the navigational flow and other actions a consumer takes on a web site, to monitor and improve online experience, and dynamically adjust content as necessary. It is the tool used to uncover patterns of behavior in interaction data, uncovering clumps of users who demonstrate a tendency to go through sequences of actions, such as clicks on pages, online/offline purchases, responses to marketing campaigns, etc. The take away of understanding these behavioral patterns is huge: you can use it to optimize your website, influence user behavior, and finally drive actions that are important for your business – clicks, page views, purchases, etc. Web behavior analytics focus on the individual, capture even the non-click behavior of your visitor (scrolling, hovering, copying/pasting). You can use this analysis for understanding how visitors interact with the dynamic content on your website, use it for deeper analysis of segmentation and content delivery.

Acquisition Analytics

Acquisition analytics aims to optimize traffic acquisition spending across different marketing channels, including websites, ad networks, social networks, mobile web, andemail campaigns. Instead of simply tracking impressions, clicks, and installs, it lets you quantify the quality of acquired users based on the way they engage with your website, their demographics, and whether they eventually add up to your conversion. Acquisition analytics helps you to measure sessions, costs and revenue performance for paid campaigns. It is possible to connect your other advertising campaigns with the analytics to know the cost of acquiring each user.

Web_Analytics_OptimizeAppTraffic

Thus, you can use each of these analytics types in isolation or as a bundled tool depending on your website requirements.

Image Credits: wsipolarisdigital.com, flurry.com, cbsolutions.com

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