Interpreting Web Analytics: What All That Data Actually Means

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Your web site is your connecting point with your customers, and you can learn a lot by analyzing the traffic that comes through it. According to John Marshall, Web analytics is the process of measuring various aspects of your web site in order to understand how you can improve your customers experience.

Quantifiable Goals: What Analytics Measure
Before you run out and purchase a web analytics tool, take a good look at your web site and figure out what area youre looking to improve. Analytics provides a tremendous amount of feedback, but the data you need to zero in on is dependent upon your goals.

If youre tracking an ad campaign, such as PPC, SEO, email, or print, you might be very interested in the following data results:

-> Keywords. Web analytics tools measure the visitors you gain from various keywords. Its important to separate the results from your PPC ads versus your SEO results, so you understand where your traffic is coming from.

-> Click activity. Some of the more advanced web analytics tools monitor suspicious PPC activity, to help you guard against click fraud.

-> Coupon Codes. When you place advertisements in print ads,...

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