Web Analytics Tools

To make the most out of the tool, observe how the metrics change over a time frame. We also have the option to compare performances over two time frames. For instance, we can see how the traffic our website is getting this month compares to last month’s traffic.

One of the best features we’ll find is under the "Acquisitions" tab. It helps us understand where we are getting our website traffic from.

Within this tab, we can capture the traffic we are getting from different channels, sources/mediums, and referrals. For instance, we can see the size of traffic coming in from search engines. We can also track the traffic coming from our social media pages. We can pinpoint certain referral websites that are sending in the most visitors. The detailed statistics will tell us how our campaigns are working out for us and if there’s room for improvement.

Furthermore, audience analysis can help us understand our audience and optimize our website for them. Behavior analysis lets us keep track of our visitors’ activities on our website. In the behavior tab, other than monitoring the performance of our pages, we can capture our site’s speed and leverage customized suggestions for the same. Conversion analysis gives us a complete picture of goals completed on our website, including downloads, purchases, subscriptions, etc.

Beyond Google Analytics

Once we’ve made good use of Google Analytics, we can use other web analytics tools in combination with it for a deeper look into our site’s performance. There are plenty of other tools that cover additional useful insights that Google Analytics might not cater to completely.

Woopra

Customer data is probably the most important set of metrics for a business. Woopra specializes in the same, making it a top choice of many webmasters. It provides us with all the information necessary to gauge our customers’ journey to and across our website, aiming to retain old customers and acquire new ones.

Besides analyzing the growth over time, Woopra’s distinguishing feature is its real-time analysis. We can track down the journey of individual customers in real-time, including which page they are on, what interactions they are making, which product features they are using, and so on. We can integrate certain triggers and automation with real-time visitors stats so we can take suitable response actions on time.

Kissmetrics

Similar to Woopra, Kissmetrics also lets us track the journey of individual visitors on our website. Instead of the usual stats like bounce rates and time on site, Kissmetrics focuses on customer stats broken down at the individual level, including behavioral analytics, that can turn into insights to back changes in our marketing campaigns.

Crazy Egg

Crazy Egg is another web analytics tool, and it aims at helping businesses track metrics that can improve conversion rates. Its distinguishing feature is the heatmap report it creates to show us a visual picture of which areas on our website are getting the most clicks. Using the Confetti feature on the application, we can break down the clicks based on search terms, referrals, and other metrics.

To start using Crazy Egg, we need to place a small Javascript code on our website pages. Once the code is running on our website, we can track the visitors’ behavior through Crazy Egg and see the visual reports it generates on our site.

Adobe Analytics

Those measuring web analytics at an enterprise level often use Adobe Analytics. It uses machine learning, and artificial intelligence to build advanced insights on web analytics. Visual reports and segmentations keep us well-informed about our customers so we can take necessary actions on time.