Web Analytics
Web analytics is the measurement of activity on a company's website, including where visitors come from, which pages they view, and where they leave the site. The data shows which channels bring in customers and which waste the budget.
What Web Analytics Shows
- Traffic sources, visit volume, and visit quality.
- User behavior, including pages per session, time on page, clicks, and scrolling.
- Conversions and their cost, including leads, registrations, and purchases.
- Bottlenecks, including pages and form steps where users drop off.
How It Is Measured
The main metrics include visits, users, pages per session, bounce rate, conversion rate, and acquisition cost. These metrics are tied to business goals. A goal might be submitting a form, subscribing to an email newsletter, or sending a message through a chat widget.
Analytics tools such as Yandex Metrica track website visitor behavior. Data on leads and deals is stored in the CRM. Cross-channel analytics systems connect these data sources and show how much revenue each channel generates.