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/Web Analytics

What is Web Analytics?

Web analytics is the process of collection, analysis, and reporting of data generated from the interaction of visitors to a website. Measured data and activity involve, for example, the amount of users and sessions, traffic sources, referring sites, page views, paths taken, and conversion rates.

Why should you invest in Web Analytics?

Website Analytics is essential for businesses, as it enables brands to retain customers, attract more visitors and increase the purchase value each customer spends, by putting the customer at the centre of their marketing strategy. A proper implementation of analytics provides decision makers with actionable insights to help understand what opportunities can be implemented to improve the digital offering and enhance the experience of their current and potential customers.

All these opportunities to understand what actions are required to create a better user experience and drive growth to your business are lost if they are not reliably captured, measured, and informed with accurate web analytics.

What are the benefits of Web Analytics?

1. Customer-centric optimization

Web analytics will collect and show a vast range of data: from most visited pages to exit pages, top popular products, the most frequent paths to purchase or even common on-site search terms. This clear understanding of customer behavior is crucial to effectively optimize a website so it achieves key conversion metrics, but more importantly, improves the users' experience by allowing you to get to know your customers better and enhancing their visit experience with tailored results, products and services.

2. Improve site performance

By quickly identifying the factors responsible for a drop in traffic, a spike in bounce rate, or highlighting trends in user navigation and conversion in your site, it can help you determine the changes a site needs to improve its performance.

3. Digital marketing efficiency

With website analytics you can accurately track the efficiency of your digital marketing campaigns to help fine-tune future initiatives. For instance, you can identify which clusters of users are more valuable to your marketing efforts, whether they share a common source of traffic, device, browser or geographical region. It all adds up to knowledge that will come in handy when planning for the next digital marketing campaigns.

4. Segmentation

Related to the above, by making use of segmentation and audience creation in web analytics, results from paid media campaigns can significantly improve if targeted only to such audiences of most relevant or potential users.

5. Measure success

Web analytics allow marketing teams to define Key Performance Indicators (KPIs) or benchmarks to measure the level of success of the various elements of the website, including purchases, calls to action, subscription options or form sign-ups.


How can we help you in Web Analytics?

Whether your brand is starting with analytics or looking to get experienced analysts to validate the data already collected, our web analytics consultancy service can help. These are some of the things we can do with analytics to help you measure performance accurately and understand your users better:

Identify Goals & KPIs

The first step in the initial discovery phase is key to set the foundations right. We work together with you to determine the goals your business is trying to achieve and the KPIs that will keep track of performance:


  • Goals can be quantitative, such as increased sales and return of investment, or qualitative, like an uplift in brand awareness, engagement, and customer satisfaction.

  • KPIs (Key Performance Indicators) will monitor and measure progress and achievement towards your business goals. These performance metrics could be sessions, conversion rate, purchases, revenue, ROAS, bounce rate, or on-site search queries.

Google Analytics Audit

Most companies will have Google Analytics (or another web tracking software) on their site, and in order to make informed decisions and meet their KPIs, they need to report on accurate data from Google Analytics. To ensure you are tracking the proper metrics and attributing them to the original source correctly, data integrity and quality are key.

Our comprehensive Google Analytics audit will discover any gaps in your analytics set up, so we can reconfigure it following best practices, and set you in the best position to unlock the full potential of this powerful platform.

Google Tag Manager Audit

A practical yet powerful solution that can be used to easily implement tags and 3rd party tracking scripts without the need of support from developers, Google Tag Manager gives digital marketers the ability to implement and update tracking without delay, keeping it agile and aligned with current marketing needs.

We can help you install or review your current GTM setup and provide you with feedback and recommendations specifically focused on improving tracking on your site.

Campaign Tracking

Are you tracking all of your paid media efforts correctly? Find out what’s working and what’s not with our in-depth campaign tracking analysis.


We can review your current portfolio of paid media channels to ensure precise tracking across the diverse data sources is in place. From Google Ads, Bing Ads, Facebook Business Manager, Email Marketing, or Programmatic Display, we will make sure no performance metric or behaviour is left uncaptured and missed by Google Analytics.

Custom Reports and Attribution

Thorough analysis maximizes the insights available and it is essential to drive the performance of your business forward. However, as each brand is unique, so are our personalized reporting strategies that are tailored to meet your specific goals, requirements or even attribution model preferences.

We can design and elaborate a custom analytics and insights reporting strategy, using digestible dashboards to help you quickly visualize results, progress, and coupled with actionable recommendations to guide you to take accurate, data-informed decisions.

Conversion Rate Optimization

Conversion rate optimization (CRO) describes the process of improving user experience and increasing conversions across websites & digital marketing channels.


By experimenting with multivariate or A/B tests, businesses can create different versions of content, messaging, or UX, and display those to users on equal conditions to find out with version yields best results. Typically, the winning scenario becomes permanent, ultimately helping your business improve user experience, conversion rate, and ROI.

We can help you design, manage and run successful experiment strategies to keep your website optimized from the inside out.

Let's get started...

Whether you’re a small brand or an established online business, data and analytics can empower your team to plan your digital marketing strategies more effectively, understand your audience better, and tailor your product offering.

To find out more about how we can produce actionable insights and uncover opportunities for your business, contact us today and just ASK!

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