Web Analytics in digital marketing is the possess of analyzing the data of your website. It includes reporting data and tracking web activity. There is a number of tools that can help you to know the information about your website. It tells you about your website users’ navigation. Also about their interaction throughout the website. Marketers can use this data to optimize your website’s performance. These are the steps crucial for the improvement in performance based on the record of data. In simple words, data plays a lead role.

Web analtics tools

Web Analytics tools

Web analytics tools are the best medium to know about the origin of your website traffic. Also about the content and webpages engagement of your website. Using this data you can marketers can analyze their channels. Also, it analyzes website performance on the basis of fetched data. There are various tools for web analytics in the market. Few of them are paid and few of them need subscriptions. Paid analytics and free analytics vary from each other in terms of functions and support. Web analytics software tracks the interaction of users with your website. Understanding the interaction of users provides valuable insights which improve conversions.

As a website owner, you must have a straightforward target in your mind. If you get access to the visitor data you can make your goals set.

Here are some of the tools for web analytics:

  • Google Analytics
  • Adobe Analytics
  • Mixpanel
  • Matomo
  • Baidu Analytics
  • Hubspot


Advantages of web analytics:

Web analytics in digital marketing is a valuable way to decrease the data story. Also, it is the best way to gain profitable insights. It magnifies your business performance. Web analytics helps you to understand your customer as a digital marketer. It also optimizes the campaigns of your website.

Here are some of the benefits and key points of web analytics in digital marketing:

  • The challenges you face for the conversions.
  • Being aware of what customers like and what not.
  • Understanding the user experience improvement.


Web analytics tells you about your customer who they are, and where they are coming from. Also, it tells you about their interests. It tracks the demographics of the customers. Also, it reveals the conversion challenges in your website. You can know about the content your customers like or dislike. You can use all these factors for web analytics in digital marketing.

Process of web Analytics

Process of Web Analytics

  •  Setting your Target- The initial step in the process of web analytics is to set the target. Also, focus on the outputs you want to get. These targets could indulge in increased sales, traffic, and conversions.
  • Storing the data – The second step f web analytics is to store or collect the data. The business platforms can store your data directly from the website. It can also store data from analytics tools.
  • Processing data- Next level includes the processing of the collected data into useful information.
  • Identifying the key performance Indicator- In web analytics, KPI is the crucial metric. It observes and analyzes the behavior of your customer.
  • Developing Strategy- This strategy involves the implementation of the insights that align with your goals and target.