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Digital analytics encompasses the entirety of all programs and methods that analyze and measure the influx of visitors and visitor behavior on the web across 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 Audits for SEO.
An important advantage of digital economy, e-commerce and online marketing is that the user behavior can be analyzed precisely. Likewise, the impact of advertising or the advertising effect can be portrayed very clearly with data and statistics. With every click and every visit to a website, data is generated: “digital footprints.” The data is saved partially by servers and partially by CMS.
As soon as someone connects to the internet, data is saved with Logfiles, which are processed and can be investigated in the so-called Logfile analysis. One could describe this form of logfile analysis as the first form of digital analytics. Today, these analysis methods are used for even more comprehensive tasks. Among other things, they process big data; different datasets are amalgamated and processed for different uses, for example by means of data mining.
Types of Digital Analytics
Digital Analytics is usable in multiple ways and can analyze different aspects of digital communications.
On the user level:
- Number of visitors to a website
- User behavior such as click rate and bounce rate
- Customer journeys
On the website level:
- OnPage Factors
- Backlink analysis and monitoring
Shopping and e-commerce level:
- Tracking and monitoring in email campaigns
- Cross-selling campaigns
- Campaign tracking
- Tracking affiliate links
The tasks of digital analytics can be categorized in the areas of tracking, monitoring and ensuring quality.
The tool that is mostly used for Digital Analytics is Google Analytics. The success of the tool is surely associated with the fact that it is free to use. Aside from figures regarding user behavior, the user’s background and interaction on the website, Google Tools offers a precise view into all user activities. Bing Webmaster Tools also works in a similar way. A further free tool for web analysis is Piwik, which is valued above all for its strict data protection regulations.
There are also many fee-based providers in the field on web analysis such as Trakken or Etracker.
The fee-based tools of Ryte, Searchmetrics and Sistrix are the market leaders in the area of Digital Analytics for SEO. Other than that, there are also free single tools that can be used for web analysis.