The Use of Analytics

Analytics is a powerful application for tracking traffic patterns on your website. The best known and most widely used – Google Analytics – is free program, and integrates with other Google programs, like AdSense and AdWords, making it much more valuable than most alternatives.
Considering most people already use at least some Google products, it makes sense to use Analytics, because it is such a powerful, yet easy-to-use, product. This Analysis tool was used at my employers Mercy Corps, Stoneridge Electronics, and during my period on secondment with Depression Alliance Scotland (now Action On Depression).

Analytics is the torch which shines a guiding light in the dark, providing clues as to the required remedial action. While SEO is the basis of website development, Analytics is our Trading Profit and Loss Account, and Balance Sheet. Weaknesses in site design and page formatting can be recognised by an experienced eye, and suspicions can be aroused when standard rules are broken in page formatting. Analysis of the statistics will confirm first impressions but go deeper by telling us the overall health of the website.

Key Performance Indicators

A Summary of the basic information provided lists as follows:

  • Number of visitors
  • Unique Visitors and Page Views
  • Average Page Visits
  • Bounce Rates
  • Percentage of new visits
  • Average time on site and on each page
  • Frequency of return visits
  • Keyword Reports
  • Visitors by language, country or City
  • Browser, operating system, service provider and scan resolution
  • Conversions

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Site Analytics

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