Every business generates data and records it as part of its operational requirements. Data, particularly related to company websites, can come in many forms, such as the number of users who visit your site and their locations, or better yet, the number of users who purchase products from your site, among others. .

Left unattended, data can be treated as gibberish taking up precious server space, while analyzed with the right tools and acted upon, it can be transformative for the business. The web data analysis methodology includes the measurement of user traffic, performance prediction, measurement of customer satisfaction levels and other business attributes through the use of statistics and computer programming.

Why web data analytics is important

  • To find out the current level of performance of your website and areas for improvement
  • To extract actionable insights to improve marketing strategies, increase performance and improve decision making
  • Know the profile of users and understand their browsing and purchasing patterns
  • To predict changing user behavior, market dynamics and their impact on the business

As the challenges facing businesses become more complex and data patterns more difficult to manage, the use of analytics tools has become more important than ever. Therefore, to take advantage of the functionality of the available tools or services for the benefit of your business, hiring professional online advertising services with the right experience can be a smart strategy. Let’s take a look at the top five web analytics tools that are widely used in most businesses today and the ones you can easily use to help transform your business.

Google Analytics: Possibly the most popular among all existing web analytics tools, it comes free with the following attributes. However, a subscription-based version called Google Analytics 360 is also available for business users.

  • Track and collate web data feed across channels, devices, and locations
  • Track user activity on a website based on performance-related metrics like total number of visits, transactions, revenue, etc.
  • Analyze user activity on the site, including areas (pages) from which users appear to have bounced
  • It provides detailed reports that can help improve digital marketing strategies, such as social media campaigns, as well as targeting better search engine rankings and conversions.

An important aspect of Google Analytics related to online advertising is called Google AdWords, which offers personalized services such as Pay Per Click (PPC) and Cost Per Acquisition (CPA). Known to be the highest earner for Google, this paid marketing service is used by advertisers and web marketers to display product listings, ad copy, and video content high on Google’s SERPs.

However, the only area where Google Analytics lags behind is in providing the description of real-time data in its entirety, which it does to some extent, but only with a few data points.

Kissmetrics – Unlike Google Analytics, Kissmetrics provides comprehensive web-related data on user activity in real time. Shows individual user activity over a period of time that spans across devices, locations, and time. It provides information about specific individuals or groups of users, and is especially useful for mobile applications and e-commerce sites. And yes, it doesn’t come free with charges starting at $200 per month.

Clicky – The tool provides comprehensive real-time data on individual user activity, search rankings, and video analytics. Interestingly, it provides a real-time user traction heatmap via an online widget. The best part is that it’s free for up to 3000 daily pageviews, but charges $19.99 per month beyond that.

The tool also alerts you when your site goes offline. It does this by keeping a tab on your site from five different locations around the world. Therefore, it helps companies work on real-time optimization of business data for better results.

Woopra – This real-time analytics tool has a unique live chat feature that allows site owners or web marketers to chat with site visitors. This feature can provide important information about a site from a user’s perspective and help improve deficiencies (if any).

Also, by using the tool’s AppConnect feature, you can connect with other platforms like Salesforce, WordPress, HubSpot, MailChimp, etc. It is available in free (up to 30,000 shares per month) and paid versions (up to $1,199.95 per month and more with advanced enterprise-grade features).

FoxMetrics: Available at $299 per month, the site provides actionable insights to website owners regarding users’ browsing behavior over a period of time, including making sales. By using the tool, you can even track customers who have abandoned shopping carts through targeted emails and offers. The tool allows you to create user surveys and feedback forms, as well as direct users to the pages that are most convenient for them.

Conclution

Web analytics tools can provide important insights into user traffic, various facets related to it, and its changing dynamics. However, such information will not be of any use unless appropriate steps are taken to improve the user experience and thus potential conversions. In the article, the top 5 web analytics tools are discussed in terms of their use in digital marketing. Readers are invited to give their comments on it.

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