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Web analytics and digital marketing

In today's article we are going to talk about how technology has revolutionized digital marketing .

In particular, we are going to discuss the topic of web analytics .

I would define it as the part of online marketing that is responsible for processing and analyzing information on user behavior on a website.

There are several types of websites: such as online stores, blogs, corporate websites, media websites, etc ...

It's surprising that some companies still do not use a good web analytics tool to measure the impact of their goals and their advertising campaigns.

google analytics

A good web analytics tool provides very important information, at the same time that it is segmented by several parameters such as location, gender, age, browser, operating system, device, acquisition channel, etc.

In web analytics we can basically divide the quantitative part , which is the one that deals with the data and the qualitative part , which deals with how the user behaves, in what region of the page he clicks, the usability, etc.

There are several companies that focus on the quantitative part and others on the qualitative part. Some are free and others are paid.

In this article we are going to focus on a free tool that focuses on the quantitative part called Google Analytics .

All this technology is based on a fundamental pillar: cookies . But what exactly contains a Google Analytics cookie?

This file called "cookie" stores many data, but to specify a few we can comment on the following: the time a user spends on each page of the web, the order of visits and the total time spent on the web, in what links the user clicks on each page, in the same way from the IP address can resolve the domain and the network, and the user agent can get the browser, the version, the OS, you can also get the user's location.

And when the cookie expires? Well, the default is two years .

If you want to know more about cookies here you can see our article about cookies .

So, thanks to the technology developed by Google called Google Analytics we can see in real time and historically the trends over time of various indicators and user data.

Very much above I comment the four general blocks of information that we can obtain:

the audience (who is the user who visits us: location, age, sex, interests)

the acquisition (how the user has reached the web: payment channel, organic search, direct link, social networks, referenced links)

the behavior (what the user does on the web: landing pages, loading speed,)

the conversions (define objectives, conversion funnels, and see the results).

Anyway this is only a small view on the technical part, the complicated part is to interpret that data at the level of "business" to make strategic decisions, define some objectives (which certainly have to be quite specific and measurable), analyze and measure those objectives, propose the appropriate web improvements, and measure the results.

Probably we see that at the beginning these steps that we have commented do not offer the expected results, so we usually have to iterate again those steps until we succeed in the marketing strategies of our website.

For more information on online marketing you can visit Neil Patel's blog where he develops in depth several topics: how to increase traffic, how to increase the conversion rate, how to increase the number of links to the web, etc, in short, actions aimed at growth of our online business.

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Wednesday, 18 September 2019

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