The term ‘web analytics’ refers to the collection, reporting as well as the analysis of website data. The focus of an SEO specialist is on classifying measures based on your organisational and user goals in addition to using the data gathered from your website in order to determine the success or, alternatively, failure of those goals. Web analytics helps you to drive strategy as well as enhance the user’s experience.
Of critical importance to the development of relevant as well as effective web analysis is creating goals as well as calls-to-action from your organisational in addition to your site visitors goals. You’ll also need to identify Key Performance Indicators (KPIs) so that you can measure the success or failure of those objectives and calls-to-action.
How to understand Google Analytics reports
Having an understanding of Google Analytics reports as well as capabilities necessitates an understanding of the basic principles of SEO and web analytics. Knowing the data which Google Analytics can capture, in addition to how it interprets it, is the key to making sense of the software.
At its most fundamental level, Google Analytics comprises:
- A data collection service on Google’s servers, and
- A processing engine which creates report data.
When a visitor arrives at a web page that has a tracking code, the code is executed by the user’s browser. It gathers information about the visitor’s browser in addition to computer settings, such as screen resolution, operating system, etc. The visibility of the script is pretty limited and can typically only see what it’s told to see.
Then, the script sets a few cookies that have some basic visitor information. These cookies determine if it is new or returning visitor, among other things.