Internet analytics are tools used to monitor website traffic and user behavior. They can help shape a company’s online strategy by identifying popular sections of a site, how visitors find the site, and more. On-site analysis uses cookies to track user data, while SEO can improve search engine rankings. Google Analytics is the most widely used tracking software, with 85% market share.
Internet analytics are, broadly speaking, statistical and tracking tools that any entity with a web presence can use to monitor Internet traffic on owned and operated websites. Analytics data is made up of many different tracking statistics, from the obvious ones like pageviews and unique visitors to more complex examples like bounce rate and click depth. Properly interpreted, Internet analytics can help shape and influence a company’s Web-based business strategies by indicating, among other things, which sections of a site are most or least popular, how visitors find the site, and for how long. time remain.
The most common type of Internet analysis, known as on-site analysis, uses technology known as page crawling. Page tracking involves the use of cookies, small pieces of code placed on websites that are downloaded to a user’s local computer when a particular website is accessed. A cookie can track a variety of data, including when, where and how long a user stays on the website and relay this information back to the website owner. Onsite analysis was initially developed for use in assessing bandwidth demands and other technical criteria, but has evolved to become a valuable sales and marketing tool.
In addition to providing information about demographics and user behavior, Internet analytics can help a site owner adapt keywords on each page to increase the site’s importance in search engine results. This activity is known as search engine optimization (SEO) and it takes advantage of the unique algorithms that various search engines use to deliver results, to increase the likelihood that a given page will end up near the top of the list. SEO usually involves revamping a website’s content to include more frequently searched keywords.
For sites involved in selling products or services online, Internet analytics can be critical in determining the best methods for improving sales and customer retention. While most businesses, whether hosting their own website or using a hosting service, can access basic analytics tools – such as visitor counting – the value of analytics has spawned an industry of third-party tracking companies. Several companies currently offer paid tracking and analysis services over the Internet, while others, such as Google, which has a product known as Google Analytics, offer some versions for free.
Because it’s free and has a comprehensive feature set, Google Analytics is by far the most widely used web tracking software today – with around 85% of the overall market share as of January 2010. The company enjoys an added advantage through the tight integration of its analytics service with its online advertising service, Adsense. This allows users to access both services from the same content management system, with ad revenue tracking integrated directly into the analytics results.
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