Basics of digital marketing - Web Data Analytics

When we talk about Web Analytics we deal with many forms of work. The methodologies linked to the Internet and that are most sought by companies aimed at understanding information, defining objectives, working in groups or identifying consumer behaviors.

Analyzing browsing data is key in effective digital marketing. As an advertising and digital marketing agency we know this well. However, it is necessary to establish certain limits before considering navigation data as infinite sources of information.

In a context increasingly saturated with offers, we all want to attract attention, but not at any price. In addition to ensuring compliance with the Data Protection Law, it is essential to establish good information management that is not invasive or annoying for the Internet user.

Web Analytics help us to create actions that allow us to reach the consumer of our products in a subtle, measured and well-controlled way. In this sense, the personalization of services is one of the values ??on the rise.

Web Analytics
Web analytics is about understanding and interpreting data to optimize and improve results. As we told you before, it is not just about analyzing but also about having a critical vision and knowing how to interpret the information that the different tools and forms of analytics provide us, whether it is a website for e-Commerce, a corporate site, an advertising portal or a social network.

Web Analytics basics
As its definition implies, web analytics collects information, reports and analyzes data from a website. This allows you to see how your company's site is performing and to do something valuable with the information obtained. Its main functions include:


  • Improve digital marketing strategies.
  • Achieve as many conversions as possible.
  • Learn more about customers in their behavior and decisions.
  • Know what kind of actions or trends your customers follow.
  • Have important data such as the time a customer visits the site.
  • Establish where the traffic of each web page comes from.
  • Discover how to better segment content.

In short, analytics is about knowing what needs to be changed on a website, how to do it, and finding out if the changes work. Even a small change can profoundly change the visitor experience. This will have an impact on their permanence and the number of times they reach the purchase.

The 4 Components of Web Analytics
The measurement of web analytics can be divided into 4 important components:

Capture: when opening an online business, the first thing you should measure is the capture of the different traffic channels you use.
Activation: once the channels and the traffic measurement have been determined, measure the behavior of the visitors according to the goals. This component focuses on the usability of the site. In other words, once you have managed to capture traffic, then it is time to measure how each user acts.
Conversion: when you already know how your visitors act, it is time to make your site meet your goals as a business. This can be the culmination of a purchase, which visitors subscribe to a newsletter, that they download content created by you, among other objectives.
Retention: if you have already managed to get the client to do what you wanted, the road does not end there. The last component focuses on monitoring customers to retain them. The web analytics will measure if the efforts are effective or you should change the strategy.

Regarding the determination of internal objectives, we recommend that you take a good time to analyze with your team the results they want to achieve.

Choose good Web Analytics Tools
The use of specialized analytical tools represents a huge advance in its development. Thanks to them, it is possible to collect information related to web pages such as user navigation, find out the most important metrics to compare whether the strategies work and which ones give better results in different periods of time and make complete reports to know the status of the same.

With this information, you can better understand customers and apply, based on analytics, the best actions and strategies to improve the site, the user experience and increase conversions. Statistics on how the website works and how customers behave help determine which parts are working and which ones need improvement. These tools should be used to track the keywords driving traffic to your site, your social channels, page performance, and trends over time.

For this, it is very important to be clear about the objectives of the strategy and choose well the metrics to be analyzed, how much time you spend analyzing the results and what are the best tools based on the objectives and the time available. In addition, it is important to test tools to know how they work and which one best suit your needs.

The Best Web Analytics Tools
Now that you know the opportunities offered by the use of web analytics tools, I will show you which ones are the best and what they are for.

Google Analytics
Google Analytics is the most famous analytics tool in recent times. It is free and provides very detailed data on:


  • Visits
  • Unique Visitors
  • Pages viewed
  • Average pages per visit
  • Average time on page
  • Geographical data and language
  • Keywords by which they access the web
  • The traffic sources through which the visitors access
  • Search engine optimization with Google Webmaster Tools
  • Know how they behave
  • Have custom reports and share them


This tool is a web analytics cloud platform that shows real-time information with intelligence associated with each client or user. In addition, it has several add-ons and customizable dashboards.

Kissmetrics help improve conversions by identifying opportunities in the sales funnel using your options that allow you to see how users are behaving.

In addition, the behavior of web visitors can be studied by grouping them by characteristics and by the type of actions they perform or the device they use to enter the site. This allows the segmentation of users to better study their behaviors and know which profile converts the most. The tool also allows for A/B tests and cohort analysis.

This competitive intelligence tool provides web page analysis, keyword search, SEO tools, traffic metrics with strategic insight. Alexa is intended to enhance the competitive advantage of the website by providing information on millions of websites and graphs that display information related to the status of the page.

Web trends offers solutions optimized for different channels in real time and individualized. In addition, it offers AB tests, options for personalized strategies, the creation of campaigns thanks to geotargeting, user experience with responsive design, audience segmentation or the possibility of integrating data from any analytical site.

Woorank is a tool for web analytics and competitor research that allows you to analyze websites instantly. The interesting thing is that it offers reports on the status of a website in relation to its competition based on different parameters.

To use these tools, carry out the best strategies and data analysis in the company like a professional, training in web analytics is essential.

Server stats
When you compare all data you will realize that no 2 services give the same number, for the same metric. This is because they do not measure data in the same way. The most reliable data is always from your own server. The deviation with other services should not be more/ less than 5 %, else you may have some kind of problem.