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Internet analytics track website traffic and provide insights into user behavior, demographics, and search engine optimization. Onsite analytics, using cookies, is the most common type. Google Analytics is the most widely used, with 85% market share and integration with Adsense.
Internet analytics are, broadly speaking, tracking and statistical tools that any entity with a web presence can use to monitor Internet traffic on owned and operated websites. Analytics includes many different tracking statistics, from the obvious ones like page views and unique visitors to more complex examples like bounce rate and click depth. Interpreted correctly, Internet analytics can help shape and influence a company’s Web-based business strategies by, among other things, indicating which sections of a site are the most and least popular, how visitors find the site and how long they stay.
The most common type of internet analytics, known as onsite analytics, uses technology known as page tracking. Page tracking involves the use of cookies, which are small snippets of code placed on websites that are downloaded to a user’s local computer when a particular site is accessed. A cookie can track a variety of data, including when, where and how long a user stays on the site, and forward that information to the site owner. Onsite analytics was initially developed to be used to assess bandwidth needs and other technical criteria, but has evolved to become an invaluable sales and marketing tool.
In addition to providing insight into user demographics and behavior, Internet analytics can help a site owner tailor keywords on each page to increase the site’s visibility in search engine results. This activity is known as search engine optimization (SEO) and takes advantage of the unique algorithms that various search engines use to deliver results, to increase the likelihood that a particular page will end up at the top of the list. SEO often involves reframing a site’s content to include more commonly searched keywords.
For sites that sell products or services online, internet analytics can be critical in determining the best ways to improve sales and customer retention. While most businesses, whether they host their own website or use a hosting service, have access to basic analytic tools – such as visitor counts – the value of analytics has spawned an industry of third-party tracking companies. set off. A number of companies now offer paid tracking and analysis services across the Internet, while others, such as Google, which has a product known as Google Analytics, offer some versions for free.
Given that it is free and has a complete set of features, Google Analytics is by far the most widely used web monitoring software currently available – with approximately 85% of the overall market share as of January 2010. The company enjoys an additional advantage due to the tight integration of its analytics service with its online advertising service, Adsense . With it, users can access both services from the same content management system, with ad revenue tracking integrated directly into the analytics results.
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