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Performance analysis, or web analytics, involves tracking visitor, traffic, and content data to improve website design and personalize user experience. It is used to design online marketing campaigns and improve service websites. Webmasters use software like StatCounter, Google Analytics, and Piwik to monitor web activity and understand visitor behavior.
Performance analysis, also known as web analytics, is the examination of Internet data for the purpose of better designing a website and personalizing the user experience. Tracking is typically done using software designed to record information about website visitors. Information monitored by performance analytics software includes visitor data, traffic data, and content data. Each type of data tells its own story about the successes and failures of a website or blog.
In general, performance analysis is used to design online marketing campaigns for sales websites and to improve service websites to better serve the customer. The visitor information tracked by performance analytics includes the visitor’s location, browser type, and operating system. A webmaster may use visitor information to determine demographics about the location of visitors to their website or track the type of technology typically used to visit the website. Know the type of operating system and browser used by a web visitor can help a webmaster better design his website to run better on the most popular browser or operating system.
Traffic data can include information about the pages users visit and the links visitors use to access and leave a website. Using traffic data, a webmaster can determine where traffic is coming from and how it is going away. This is where a webmaster should find out which search engine sends the most traffic to his website. Traffic data can also include information about which users have clicked on advertising exit links on a website and can help a webmaster better target a website to visitors who click on ads.
Content data most often involves information about the content of web pages. Commonly used content information includes popular pages, common keywords used to access pages, and popular entry and exit pages. Observing user journeys through a website can help a webmaster identify errors, bad links, or web pages that fail to engage visitors.
Webmasters often use performance analytics monitoring software to get information about the website and visitors. This type of software tracks web activity via code that a webmaster enters into his website’s programming. The code sends information to online tracking software, which presents the information in charts and graphs designed to help a webmaster understand and use the information.
Performance analytics trackers can be free or retail software. Software programs and websites used for performance analysis include StatCounter, Google Analytics and Piwik. This type of software can provide a webmaster with information on many aspects, including search terms, Internet service provider, and the technology used by website visitors. Using web analytics, a webmaster can determine popular pages on the site or site pages that tend to lose the visitor.
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