The basic methodology of digital analytics is the studying of online and offline trends and patterns. The technique of web analytics is deployed by collecting, measuring, reporting and analyzing data generated
from the way website visitors interact with your website.

It also takes into consideration key performance metrics such as website load speed, so you can optimize your website for maximum impact. Analytics is the most tactical approach to take when collecting data and generating key reports and metrics.

Using Analytics is fundamental to the success of all of your online (and offline campaigns). It helps us review the success of a website and the way it achieves it’s goals, using web analytics you can:

  • Identify website issues
  • Monitor website traffic
  • Identify main traffic sources
  • Examine Website User Behavior and flow
  • Generate Priority Keyword and Long Tail Search Query Reports
  • Demonstrate Goals and Conversions
  • Identify areas of improvement

Web analytics deliver data-driven reports to measure visitor flow throughout the website. This way, your website is optimized to deliver an excellent digital experience for your customers. To correctly setup your analytics, by website page, campaign or ad, you need to consider
these guidelines.

  1. Set campaign / website goals
  2. Create Goal KPI’s (Key Performance Indicators) to track success
  3. Collect the right data
  4. Data must be analyzed to gain insights
  5. Create Alternatives based on Data Analysis
  6. Implement insights gained from data analysis or website testing.

Analysing the data from your website should be a regular and consistent process, so that you can make an
effective comparison and also, so you can continuously update your website to evolve according to the needs of your website users, by doing this,
you will attract more website traffic, which will result in more qualified leads and ultimately increase your
Return on Investment and Return on Ad Spend.

Here at Local Website Design, as Google Certified Partners, our web analytics tool of choice, is Google Analytics, it is also the preferred analytics tool for more than 60% of website owners. Google Analytics helps you track and measure website visitors, traffic sources, your website goals and conversions and allows you to generate comprehensive reports from your data. These reports include:

Audience Analysis
This report gives you a precise picture of the type of customers visiting your website. Here is what your audience analysis will tell you:

  • Demographics (Age and Gender)
  • Interests (Market Segmentation and Affinity Reach)
  • Geo (Location and Language)
  • Behaviour (How customers engaged with your website, if they’re returning visitors, how often they’ve visited and how they engaged with your website.
  • Technology (Will tell you which operating system, browser and network youtr visitors are using)
  • Mobile (Will tell you how they engage with your website on mobile)
  • Benchmarking (Compare your metrics with related industries to uncover competitor secrets)
  • User Flow (Tells you the path users took to get to your website)
  • Custom (Lets you create custom reports using your own key metrics)

Acquisition Analysis
The acquisition analysis report tells you how website visitors landed on your website. It generates a report which
will tell you the following:

  • Which channels, websites, mediums and referrals are generating traffic to your website?
  • Track and manage traffic from Google AdWords or other Paid Search campaigns
  • Which search engine queries, triggered which landing pages in what geographical location?
  • Social Media Traffic report to identify where your customers are most engaged. It also delivers key insights into
    how you measure the impact that social media has on your website.
  • Identify which website plugins generated traffic
  • Determine ROI by analysing past paid and organic campaigns vs conversions during the same period.

Behaviour Analysis
This is where you analyse user activity on a website. Divided into 4 main segments, you can gain the following insights
with the behavior analysis.

  • Site Content
    — How many pages were viewed
    — Landing and Exit Pages
    — Content Behavioral Flow
    -Site Speed
    — Page Load Time
    — Execution Speed
    — Performance Data
    — Page & User Timing
    — Speed Recommendations to identify where your website is lagging.
  • Site Search
    This tells you exactly how customers explore your website, what they search for and how they arrive at a specific landing page,
    in this section, you will also uncover what customers searched for before landing on your website.
  • Events
    This tells you how visitors engage with your content. Each event can be tracked independently and include :
  • Login activity
  • Newsletter Sign Ups
  • New Registrations
  • Downloads
  • Form Submissions

Conversion Analysis
Digital conversions are goals or transactions completed by a user on your website.
For example, a conversion may be when a customer makes a purchase, signs up to a newsletter, submits a form, downloads something etc. To track your conversions with Google Analytics you first need to set a goal that can be tracked, using a URL that can be traced.

GOALS – Goals are metrics that measure a profitable activity that you want your customer to complete. Goals track actions, therefore, each time a goal is achieved, a new conversion will be added to your data report. When
analysing goals with analytics, you can observe goal value, completion, reverse path and goal flow.

eCOMMERCE – You can set purchases as goals, and, by tracking your eCommerce activity you will be able to identify top performing products, overall sales performance, transactional activity and purchase processing time. Based on this data, you will easily be able to ascertain which products are your best earners, and which are potentially running at a loss.

MULTI-CHANNEL FUNNELS – MCF or Multi-Channel Funnel reports tell you where the conversion came from. It tells you:

  • The website that referred the customers
  • The referral flow (the channels role in the conversion)
  • The flow from landing page to conversion – for example, if the customer visited from a reffering website and
    did not make a purchase, but later typed your website directly into Google, visited your website and then made the purchase.
    Multi-Channel Funnel Reports give you access to all of this information.


Attribution reporting model credits sales and conversions to specified hotspots or touchpoints in the conversion process. This model allows you to decide which platform, module or strategy works best to suit your business. As an example:

“A customer visits your website via a link from Goole Adwords, but did not purchase. 1 month later, the same customer visits your website via one of your social media channels, and he still does not convert, but 2 months later, he types your website directly into search and makes a purchase.” In this scenario, the last interaction model will be credited with the conversion, while the first and second
interactions will be assigned as paid mediums.

It is through the attribution model that you can analyze what
module should be credited for a conversion.

Now, while analytics is a truly powerful source of insight for any business, knowing what to measure and how to analyse that data is the trick. Here is what the different data translates to in Analytics. Use these metrics to plug any holes in your sales and marketing process.


  • PAGE VIEWS: This indicates the number of pages viewed or clicked on your website during the specified time period.
    More pageviews increases website time and website rankings. Therefore the more informative and relevant your site,
    the more page views you will get.
  • BOUNCE RATE: The bounce rate in Analytics indicates the number of website visitors who navigate away from your website
    after only viewing one page. This is a good indicator of the quality of your website homepage. A high bounce rate indicates
    a major concern for your website. (Broadly, as this is not as cut and dried as it may seem – a bounce rate can be analyzed as follows; 26-40% excellent, 41 – 55% is average, 56-70% is higher than average, while anything over 70% should be considered wildly disappointing, for any website outside of digital magazines, blogs etc.)
  • PAGES PER SESSION: Pages per session indicates that number of website pages explored during a single website session. For example,
    when a customer lands on your website and explores 4 pages, then the pages per session would be 4.
  • DEMOGRAPHICS: Google Analytics also provides demographic data, such as Age and Gender. This information tells
    you the % of male/female customers and their average age group, this way you can tailor a marketing and advertising
    strategy that appeals to the highest converting customer group, according to gender and age.
  • DEVICES: These metrics tell you which type of device your customers come from. Knowing what device your customers
    use to search for and use your website, allows you to optimize their online experience by device.

When reviewing your acquisiton metrics, it is crucial to identify your primary sources of traffic. The most popular traffic sources are:

Organic Traffic – This is all website that is generated via search engines, such as Google, Yahoo and Bing.

Social Traffic – This is website traffic generated from social media platforms, such as Instagram, Facebook and Linked In

Direct Traffic – This is traffic that comes directly to your website by way of clicking on emails, typing your website address into the url etc

Referral Traffic – This website traffic source indicates other websites that are linking to yours. These types of links typically come from
blogs, paid directories, affiliate links, sponsored links or reference links for further information.

Source/Medium- will tell you where the majority of your traffic is coming from, at a glance.

Landing Pages – Landing pages are the website pages customers land on when they click a link, commonly, this is a home page, but with more sophisticated websites, landing pages also translate to pages dedicated to one product / service with a custom lead generation form.
Site Speed – Your Site Speed Metrics are used to check the efficiency of your website, by telling you how long it takes for your website pages to load, which pages take too long to load and what you need to optimize for conversions.

How do your website metrics convert to sales? Share your SEO challenges and successes in the comments below.

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