Simply put, these analytics tools provide you with the crucial, raw numbers, rates, and key metrics that enable you to see how your website is performing.
There is some overlap given the nature of this category and its data, but they are normally divided into the following areas:
1. Analytics Dashboard
The analytics dashboard displays all the most important numbers and measurements in one place.
You’ll be able to see statistics on overall page visitors and sessions, on new and returning visitors, and the all important proportion of users that have completed specific actions.
This feature enables you to see how things change over time - you can view data in daily, weekly, monthly, or yearly intervals, and can easily compare different time periods of your choice.
The figures also update almost immediately, enabling you to respond quickly to any developments or trends that emerge.
2. Traffic Structure
Your website analytics tool is able to provide important data on your incoming website traffic by breaking it down by source. At a glance, you can learn:
- How much of your traffic arrives organically to your website
- Which channels are bringing the most visitors to your website
- What is the average session duration for visitors from each channel
- What is the bounce rate for visitors from each channel
These are all powerful insights about the effectiveness of your various marketing channels and campaigns. For, by pinpointing which are working well and which aren’t bringing enough internet users to your website, you can make informed decisions about where to invest your time and resources.
3. Visitor Statistics
Your analytics platform will provide far more information on your traffic than simply where they originate from online, including the average time spent on different pages, whether they’re a new or returning user, and how they navigate through your website.
You’ll also see which content attracts the most traffic, and when it is most popular, and you can then use these insights to guide improvements or optimize your publishing schedule to your audience.
This tool will also provide figures on the geographical distribution of your global audience by country and city, and you can then use this information to create customized content and offers, as well as precisely targeted advertisements.
4. Page Performance
Website analytics enables you to view website performance data from the perspective of each individual page, enabling you to quickly identify which ones are popular and which aren’t attracting the desired interest. You’ll also be able to dissect how users interact with all the various links, CTAs, videos, and content.
This data will help you understand which pages your website visitors land on first. And by identifying the popular pages, and how users behave when they first arrive, you can then make improvements to increase the conversion rate.
You can also unpack referral data, and see which campaigns are directing the most prospects to your website. This traffic can be further dissected, and you can use this information to optimize the content they see to increase the likelihood that they will buy something from you.
And, by breaking down your overall website performance by individual page, you can optimize them to their specific audience or purpose with informed, data-driven improvements.
5. Hardware Information
Your website analytics tool will provide data on the type of device and operating systems that your visitors are using, as well as their screen size and choice of browser.
You can use these insights to optimize web pages to the technical specifications of your visitors and improve the all-important user experience according to your website performance measurements.
6. Competition Analysis
Your website analytics tool enables you to compare the performance of your website with those of your competitors.
It draws on raw data and predictive modeling to provide insights on how your key performance measurements compare with other companies in your sector, and provides a useful roadmap for future improvements.
7. Campaign Performance
Your website analytics platform enables you to easily assess the success of your various marketing campaigns at a glance.
You’ll know where your visitors come from, what content they look at, and how they behave across your website.
You can use these insights to make effective decisions about your outreach and see how to best adapt pages to your target audience.
8. Social Media Tracker
Social media trackers monitor the performance of your social media campaigns.
This tool provides data on everything from audience growth, engagement, and conversion rates to your video completion levels, Net Promoter Score, and Cost-per-Click, and you can then use these insights to optimize your social media strategy.
Sessions provide crucial information on the number of times that specific internet users visit your webpage, and what they do while they’re there - with a single session ending when they leave your website.
This data is crucial for evaluating whether your marketing and SEO campaigns are working, and how to improve the user experience for your visitors.
10. Compare traffic
Your website analytics platform will show you how many of your website visitors are direct traffic, and the number that arrive on a webpage from emails, organic searches, referrals, and so forth.
You can also learn the average number of pages viewed by visitors from each of these channels, and can tailor changes to improve their bounce rate.