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Processes of Website Analytics
website analytics

The Processes of Website Analytics: A Step-By-Step Guide

Aug 21, 2023
12 mins read

71% of businesses have a website in 2023, and if your business is not among that 71%, you are losing big on online sales revenue. And even if you have a website, that’s not the end of the story. The average click-through rate of a call to action is 4.23%. It means having a website is insufficient; optimizing it to deliver a robust user experience is inescapable for online growth.

Therefore, understanding the strengths and weaknesses of your website is the first step to optimization and is possible by implementing website analytics. It's like an MRI of your website to detect any potential areas that need your attention to keep functioning properly. In this article, you’ll learn about website analytics, its importance, common mistakes, top website analytics tools, and more.

What is web analytics?

Web analytics refers to the process of tracking, collecting, reporting, and analyzing website data related to website usage and visitor behavior. It aims to understand user behavior and optimize the website’s overall performance to improve user experience.

Web analytics covers various aspects of a website's performance and user interactions to gain insights into how users engage with the site. It is a powerful tool for website owners, marketers, and data analysts to make data-backed decisions to achieve revenue, engagement, and other goals.

Website analytics platforms package various tools and features for businesses to analyze their websites comprehensively. Some features include traffic sources & analysis, conversion tracking, user engagement, site speed and performance, campaign tracking, and more. With website analytics, you can measure the following:

  • Visitor data
  • Traffic sources
  • Page views and navigation
  • Bounce rate and time-on-site
  • Conversions, click-through-rate, and more

It helps answer key questions about your website performance and user interaction, such as:

  • What is the demographic information of the visitors (age, gender, location), and what devices and browsers are visitors using to access the site?
  • Are there pages with slow loading times and broken links or error messages that deter users?
  • What are the most visited pages on the website?
  • What paths do users take through the site before converting or leaving?
  • Which marketing campaigns or channels are delivering the best results in terms of traffic and conversions?
  • Which types of content (blog posts, videos, infographics) resonate with the audience?
  • What design, layout, or content changes could enhance the user experience?

Why is website analytics important?

In essence, website analytics empowers businesses and website owners and transforms how websites are managed and optimized by providing actionable insights. In a digital landscape where competition is fierce, understanding your audience and making informed adjustments based on data is essential for success.

1. Understand your website's visitors

Web analytics offers insights into your visitors' demographics, location, devices, channels, and browsing behavior. This information helps you understand your audience better and tailor your content, design, and marketing strategies to match their preferences. You can create a more personalized and engaging user experience by knowing who your visitors are.

2. Analyze website conversions

With website analytics, you can perform conversion tracking to measure the success of your website's goals, such as sign-ups, purchases, downloads, or any other desired actions. Conversion rates allow you to determine which pages or elements drive the most conversions and optimize those underperforming.

3. Boost your search engine optimization (SEO)

Analytics tools provide data on the keywords that drive traffic to your site and show how well your pages rank in search engine results. By analyzing this data, you can identify keywords with high potential, optimize your content to align with user search intent, and improve your site's visibility in search engines. These efforts lead to increased organic traffic and better overall SEO performance.

4. Understand top-performing content

You can identify which content resonates most with your audience using analytics platforms. You can measure metrics such as page views, time spent on the page, and social shares to determine which articles, videos, or other content pieces generate the most engagement. In other words, it helps you create more content your audience finds valuable and appealing.

5. Understand and optimize referral sources

Web analytics tools enable you to track where your website traffic is coming from, whether it's search engines, social media platforms, other websites, or direct visits. By understanding referral sources, you can allocate resources effectively. If a particular source is driving a significant amount of traffic, you can invest more in optimizing your presence on that platform. Similarly, you can reassess your strategy for that channel if a referral source isn't performing well.

What are the two main categories of web analytics?

Website analytics is broadly categorized into the following two categories, referring to different aspects of website and user behavior data. Both on-site and off-site web analytics are essential for understanding the complete picture of your website's performance.

1. On-site web analytics

On-site web analytics focuses on gathering and analyzing data related to user interactions and behavior while they are actively navigating your website. It tracks user engagement within your own website's environment. Some key aspects of on-site web analytics include:

  • Monitoring page views, bounce rates, and time on site.
  • Analyzing user paths and navigation through your website.
  • Examining conversion rates and tracking goal completions.
  • Assessing the performance of individual pages and content.
  • Understanding how users interact with forms, buttons, and interactive elements.

2. Off-site web analytics

Off-site web analytics involves tracking and analyzing data related to activities outside your website but still impacting its performance. It focuses on measuring the effectiveness of your website's presence on external platforms and how those platforms drive traffic to your site. Key elements of off-site web analytics include:

  • Evaluating the impact of search engine optimization (SEO) efforts and search engine rankings.
  • Monitoring referral traffic from other websites, social media, and online campaigns.
  • Analyzing the effectiveness of external advertising campaigns and their click-through rates.
  • Tracking social media engagement, shares, and mentions of your website or content.
  • Measuring the impact of email marketing campaigns and click-through rates.

What are the processes of website analytics?

The website analytics process has the following essential steps.

1. Setting goals

The first step is to define your website's objectives and set specific goals. These goals could include increasing sales, growing the subscriber list, improving user engagement, or enhancing brand awareness. Clear goals guide your analytics efforts and help you focus on the metrics most relevant to measure.

2. Collecting data

In the second step, you implement tracking mechanisms to collect data on user interactions and behavior on your website. It often involves using web analytics tools like Usermaven, Google Analytics, or other third-party solutions. Data collection involves capturing information about page views, clicks, conversions, user demographics, referral sources, and more.

3. Processing data

The next stage is the processing of collected data. Data processing prepares the raw data for meaningful analysis. The collected data is stored in a database or analytics platform before cleaning. Data cleaning involves removing inaccuracies, duplications, or irrelevant information such as bot-generated or spam traffic and handling missing data points. Next, the cleaned data goes through a transformation to make it more suitable for analysis and validation, which involves cross-checking it against expected results to ensure accuracy.

And finally, at the data retention and privacy stage, in compliance with privacy regulations, some data needs to be anonymized or removed after a certain period to protect user privacy and adhere to legal requirements. After all the data processing steps, it gets ready for analysis.

4. Identifying key performance indicators (KPIs)

Key Performance Indicators (KPIs) are essential for conducting website data analysis because they provide a clear and quantifiable way to measure the success of your website. KPIs are specific metrics that align with your business goals and provide insights into your website's performance. These metrics vary based on your objectives. For instance, if your goal is to increase e-commerce sales, KPIs could include conversion rate, average order value, and revenue. Identifying relevant KPIs helps you measure progress and assess the success of your efforts.

5. Developing a strategy

You can develop a strategy to optimize your website's performance based on the insights gained from analyzing data and identifying KPIs. This strategy might involve improving specific pages, adjusting content, refining user experience, or refining marketing campaigns. Data-driven decisions enable you to tailor your approach to what works best for your audience.

6. Experimenting and testing

To refine your strategy, experimentation and testing are crucial. To experiment with your strategy, you must implement changes (such as A/B testing different page layouts, headlines, or calls-to-action) and monitor how these changes impact KPIs. Testing helps you understand what works best for your audience and fine-tune your approach. Website analytics is an ongoing process. By following these steps, you create a continuous cycle of improvement.

Which are some example metrics to track with web analytics?

As established already, tracking metrics provides valuable insights into your website's performance, user behavior, and the effectiveness of your online strategies. Let’s look at some widely used metrics considered a standard for measuring website performance.

1. Page visits / Sessions

Page visits or sessions represent the total number of times users interact with your website. A session includes all the pages a user views during a site visit. This metric helps you understand how engaged your audience is and how often they access your content.

2. Source of traffic/Customer acquisition

This metric reveals where your website traffic is coming from. It categorizes traffic into different sources, such as direct (users typing your URL), organic search (users finding your site through search engines), referral (users clicking from other websites), and social (users coming from social media platforms). Understanding traffic sources helps you allocate resources effectively and optimize your marketing efforts.

3. Total website conversion rate

The total website conversion rate represents the percentage of users who take a desired action on your site, such as signing up for a newsletter or purchasing. It's calculated by dividing the number of conversions by the total number of visitors and multiplying by 100. A higher conversion rate indicates that more visitors are completing your intended goals.

4. Bounce rate

Bounce rate is the percentage of visitors who navigate away from your site after viewing only one page. A high bounce rate might indicate that visitors are not finding what they're looking for or that your landing pages need improvement. Lowering the bounce rate often involves enhancing user experience and providing relevant content.

5. Repeat visit rate

The repeat visit rate tells you how many website visitors are returning users. High repeat visit rates indicate your content is engaging and valuable, encouraging users to return. It's a measure of user loyalty and satisfaction.

6. Monthly unique visitors

The monthly unique visitors metric counts the number of distinct individuals visiting your website within a month. It provides a monthly overview of your site's reach and popularity over time.

7. Unique e-commerce metrics

E-commerce metrics focus on online sales and revenue. Some unique e-commerce metrics to track include:

  • Average Order Value (AOV): The average amount customers spend in a single transaction.
  • Cart Abandonment Rate: The percentage of users who add items to their cart but do not complete the purchase.
  • Product Performance: Metrics related to how well individual products sell, such as best-sellers and low-performing products.

There are plenty of web analytics tools available to implement website analytics. Let’s look at the top 10 tools with a brief overview of their features and the primary focus on choosing the right option for your specific goals.

1. Usermaven

Usermaven is a privacy-friendly web analytics tool hosted in the EU. It focuses on user experience optimization with a wide range of features, such as codeless event tracking, no cookie banners, and white-pixel labeling. It offers real-time insights into user behavior and website interactions to help businesses enhance their websites for better engagement and conversions.

2. Google Analytics

Google Analytics is a widely used and comprehensive analytics platform offered by Google. While powerful, GA4 introduces a more complex setup due to its event-driven model and focuses on user-centric measurement, offering insights into user journeys and interactions across devices.

3. Yahoo web analytics

Yahoo Web Analytics is designed to help businesses understand user behavior and optimize marketing efforts. It provides insights into website traffic sources, visitor demographics, and user paths.

4. Clicky

Clicky is a real-time web analytics tool offering features like live tracking, heatmaps, and detailed visitor data. It's known for its user-friendly interface and focuses on delivering actionable insights quickly.

5. Mint

Mint is a lightweight and self-hosted web analytics tool that provides a simple yet effective way to track website traffic and user interactions. It offers real-time data and customizable reporting.

6. Kissmetrics

Kissmetrics specializes in customer behavior analysis and conversion optimization. It tracks user behavior across different devices and offers insights to improve engagement and retention.

7. UserTesting

UserTesting is primarily a user research platform that helps businesses gather qualitative insights by allowing real users to interact with websites or prototypes and provide feedback through videos and recordings.

8. Crazy Egg

Crazy Egg offers heatmap and user behavior analysis tools to visualize how users interact with a website. It helps identify areas of improvement, optimize user experience, and increase conversions.

9. Amplitude

Amplitude is a product analytics platform that focuses on helping businesses understand user behavior, engagement, and retention within their digital products. It's particularly suited for mobile apps and SaaS products.

10. Twitalyzer

Twitalyzer is a tool specifically designed for Twitter analytics. It provides insights into user engagement, influence, and social reach on the Twitter platform.

What are some common issues with website analytics?

Implementing website analytics is essential to track its performance, but it is not uncommon to face issues related to website analytics that can cost you time, energy, and resources. Below we discuss some common challenges with website analytics that you need to be aware of to avoid them.

1. Keeping track of too many metrics

While tracking various metrics can provide valuable insights, monitoring an excessive number of metrics can lead to information overload. It becomes challenging to focus on the most relevant metrics that directly align with your goals. To address this issue, it's important to prioritize the KPIs that are most meaningful to your business objectives. Focusing on a manageable set of metrics ensures you're not overwhelmed and can take actionable steps based on the data.

2. Data Accuracy

Data accuracy is crucial for making informed decisions. Inaccurate data can lead to misguided strategies and incorrect conclusions. Common sources of data inaccuracy include tracking errors, technical issues, and improper implementation of analytics codes. Regularly audit your tracking setup, validate data against other sources, and ensure your analytics tools are correctly configured to maintain data accuracy.

Choose the data analytics tools that do not need to be blocked by ad-blockers because of cookie-based tracking. Most analytics tools (including Google Analytics and Mixpanel) provide inaccurate stats because roughly 27% of users block tracking scripts with adblockers. Useramven’s pixel-white labeling technology bypasses adblockers; you get 99% accurate stats.

3. Data privacy is at risk

With increasing concerns about data privacy and regulations such as the General Data Protection Regulation (GDPR), it's crucial to handle user data responsibly. Collecting personally identifiable information (PII) without proper consent or security measures can lead to legal and ethical issues. Implement data anonymization, provide clear privacy policies, and adhere to relevant regulations to protect user privacy and build trust. Usermaven offers privacy-friendly analytics and is hosted in the EU, which means you don’t have to worry about losing your user's trust as it is compliant with GDPR and CCPA.

4. Data doesn’t tell the whole story - execution of data is important

While data provides insights, it's essential to remember that data itself doesn't automatically lead to improvement. Execution is key. Simply having data doesn't guarantee success; how you interpret and act on the data matters. Data should inform your decisions and guide your strategies, but successful execution involves taking tangible actions based on insights gained from the data.


88% of online consumers are less likely to return to a site after a bad experience. And the reason for creating a bad website experience could be anything ranging from less interactive design, lack of engaging content, and a call to action to slow image loading speed.

Therefore, the first step to crafting an amazing website experience is to measure what’s working and what’s not. And website analytics tools like Usermaven help you not only measure the existing website performance but also empower you with features and tools to improve it. Sign up today to improve your user experience and enhance your website performance.


1. What is web analytics used for?

Web analytics gathers, analyzes, and interprets data related to website performance, user behavior, and online marketing efforts. Some primary uses of web analytics include understanding user behavior, conversion optimization, search engine optimization, user experience enhancement, and eCommerce performance.

2. How do web analytics work?

Web analytics collect, process, and analyze data about user interactions and behavior on a website. The process involves several steps, such as data collection about user interactions on a website, processing and organizing that data, analyzing it to gain insights, and using these insights for decision-making and reporting.

3. What are the common issues with web analytics?

Common issues that businesses and individuals may encounter when using web analytics are; data inaccuracy or incompleteness, misinterpretation of data, selection of irrelevant metrics, sampling errors, user privacy concerns and data security issues, cross-device tracking challenges, and ad blockers and data collection.

4. What are the risks of web analytics?

While web analytics offer numerous benefits, there are also potential risks associated with their use. Businesses and individuals must be aware of these risks and take appropriate measures to mitigate them. Some risks of web analytics include; data privacy and compliance concerns, bias and sample representativeness, dependency on third-party tools, complexity and learning curve, unintended optimization consequences, overemphasis on vanity metrics, and data security and breaches.

5. Why are bounce rates important to track?

A bounce occurs when a user visits a page on your website and then leaves without interacting with any other pages or elements on that site. Monitoring and understanding bounce rates offer several benefits, including assessment of user engagement, evaluation of content relevance, page quality, and user experience. Moreover, it indicates SEO performance, conversion rate optimization, and effectiveness of landing pages.

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