Well web analytics is the collection, measurement, analysis and reporting of web data for purposes of understanding and optimising web usage. Web analytics is not limited to just measuring traffic on your site or app's. Web analytics is a collection of tools which you use for business and market research with the aim to understand and improve your own digital channels as well as to gain a better understanding of what your competitors are doing with their digital channels.

There are many different we analytics tools available to use, they can be paid for services or even free like Google Analytics. However no matter what tools you use they will collect and report on data that fit one or many areas of the following categories:

  • Clickstream.
  • Multiple outcomes analysis.
  • Experimentation and testing.
  • Voice of customer.
  • Competitive intelligence.
  • Insights.