The digital analytics it encompasses all the programs and methods that analyze and measure the influx of visitors and the behavior of visitors on the Web on all devices. Conclusions can be drawn from the resulting analysis, for example which measures have been successful, and the results will be used as a basis for online marketing measures or in the form of SEO audits.
An important advantage of the digital economy, e-commerce and online marketing is that user behavior can be accurately analyzed. Similarly, the impact of business promotion or advertising effect can be represented very clearly with data and statistics. With each click and each visit to a web portal, data is caused: Fingerprints. The data is partially stored by servers and by CMS.
As soon as someone connects to the Internet, the data is saved with logfiles, which are processed and can be investigated in a so-called logfile analysis. This dynamic of analysis could be described as the first form of digital analysis. Today, these analysis methods are used for even more extensive tasks. Among other things, they process big data; Different data sets are grouped and processed for different uses, for example through data mining.
Types of digital analysis
Digital analytics can be used in a variety of ways and can review different aspects of digital communications.
- Number of visitors to a website.
- User behavior, such as click-through rate and bounce rate.
- Customer journey.
At the web level:
- OnPage factors.
- Backlink analysis and monitoring.
Shopping and e-commerce level:
- Follow-up and monitoring in email campaigns.
- Cross-selling campaigns.
Online commercial promotion:
- Campaign tracking
- Affiliate link tracking
The tasks of digital analytics can be classified into the areas of monitoring, supervision and quality assurance.
The most used tool for digital analysis is Google Analytics. The success of the tool is certainly associated with the fact that it is free to use. At the same time of the figures regarding the behavior of the users, their antecedents and interaction in the web portal, Google Tools offers an accurate vision of all the activities of the users. The Google Bing Webmaster Tools also works in a similar way.
Ryte, Searchmetrics and Sistrix payment tools are the market leaders in the area of Digital Analytics for SEO. Apart from this, there are also unique free tools that can be used for web analysis.