Gain a better understanding of your audience

Your customers are everywhere; web analytics tools can show you where they come from geographically and how they found your site (email, search engine). You can also track devices, browsers, videos, and operating systems. All of this data helps you trace the customer path, learn about your audience, and then refine your content, site design, and marketing efforts to match their preferences.

Act on your data

Web analytics lets you turn data into insights about your customers. You can use benchmarks, content analysis, and campaign monitoring to test, adjust, and optimize. Then, quickly share your findings with others in the organization so everyone is on the same page.

Monitor site performance and usability

Web analytics tools can show you page load times and help you identify if some pages, devices, or traffic sources are slower than others. This data can help you improve load times and pinpoint problems area to optimize.

Convert your prospects

Since web analytics lets you view what ads users clicked, videos they watched, and pages they viewed, you can see every action that led to a sale, in chronological order. You then have a measurable way to improve your website and campaigns to convert more users, and you can encourage the users to follow paths that are most likely to lead to a sale. You can also optimize user behaviors by correlating your marketing and social resources to funnel traffic to the highest performing pages.

Measure your effectiveness

Most importantly, web analytics software can be used to measure how successful your website, social media, ad campaigns, and content are at their job. If your landing pages aren’t converting, then you can test and optimize them — but you must know that they aren’t converting in the first place. By tracking and monitoring your efforts with web analytics, you can discontinue, change, or otherwise refine your strategies based on facts.