{"id":23922,"date":"2020-03-24T11:05:02","date_gmt":"2020-03-24T11:05:02","guid":{"rendered":"https:\/\/trbocom.wpengine.com\/glossary\/web-analytics-2\/"},"modified":"2020-03-24T11:05:02","modified_gmt":"2020-03-24T11:05:02","slug":"web-analytics-2","status":"publish","type":"glossar","link":"https:\/\/www.trbo.com\/de\/glossary\/web-analytics-2\/","title":{"rendered":"Web Analytics"},"content":{"rendered":"<p class=\"p1\"><span class=\"s1\">Web Analytics (also: web tracking) is the generic term for the collection, analysis and presentation of data on websites, web shops and apps. With the help of web analytics tools, user behavior can be tracked and examined in detail. With a worldwide market share of an estimated 80%, Google Analytics is by far the most powerful web analytics tool. The conclusions drawn from this are mainly used to optimize your own website and online marketing in order to achieve better results.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">Due to the &#8220;digital footprint&#8221; that most users leave behind on the web, a wide range of insights can be gained.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">The main tasks of web analytics are tracking, monitoring and quality assurance and improvement. They can be applied in any many different areas, which includes the following categories, for example:<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\"><b>User level:<\/b><\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">At the user level, mainly behavioral patterns and purchase transactions are recorded. This includes for example:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Conclusions about typified <a href=\"https:\/\/trbo.com\/en\/glossary\/customer-journey\" target=\"_blank\" rel=\"noopener noreferrer\">customer journeys<\/a> oder <a href=\"https:\/\/trbo.com\/en\/glossary\/bounce-rate\" target=\"_blank\" rel=\"noopener noreferrer\">bounce rates<\/a><\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Flow of visitors<\/span><\/li>\n<li class=\"li1\"><a href=\"https:\/\/trbo.com\/en\/glossary\/conversion\" target=\"_blank\" rel=\"noopener noreferrer\"><span class=\"s1\">Conversions<\/span><\/a><\/li>\n<li class=\"li1\"><span class=\"s1\">u.v.m.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Webshop:<\/b><\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">For the shop level, mainly sales-relevant KPI&#8217;s are interesting. These include for example:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Shopping cart analysis<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Time of day factors<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">E-mail campaign tracking in connection with conversions<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Analysis of <a href=\"https:\/\/trbo.com\/en\/glossary\/cross-selling\" target=\"_blank\" rel=\"noopener noreferrer\">cross-selling<\/a> potentials<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">u.v.m.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\"><b>Page level:<\/b><\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">On page level, the <a href=\"https:\/\/trbo.com\/en\/glossary\/search-engine-optimization\" target=\"_blank\" rel=\"noopener noreferrer\">SEO<\/a> suitability is examined in particular, exemplary KPIs are:<br \/>\n<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li1\"><span class=\"s1\">Keywords<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Visibility<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">Analysis and tracking of backlinks<\/span><\/li>\n<li class=\"li1\"><span class=\"s1\">u.v.m.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p1\"><span class=\"s1\">There are several ways to collect user data for analytics tools:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li3\"><b><\/b><span class=\"s4\"><b>Tags and pixels<\/b><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p4\"><span class=\"s1\">The most common tracking method, which is also used by Google Analytics is the integration of a tracking pixel or JavaScript tag directly in the source code of the website. With this, information about the user&#8217;s browser, operating system or whether the user is surfing the site via mobile or desktop can be tracked.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li5\"><b><\/b><span class=\"s4\"><b>Log file analysis<\/b><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p6\"><span class=\"s1\">Each server keeps a log of its activities. This is usually used for error analysis, but can also be used to analyze the site itself. For example, this log file provides data on the frequency of page requests and the activity of website visitors.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li8\"><b><\/b><span class=\"s4\"><b>Network protocol analysis<\/b><\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p class=\"p4\"><span class=\"s1\">Via the so-called network protocol analysis (NPA) the data traffic in the network (between the web server and the connection to the Internet) is retrieved and collected by decoder.<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li8\"><b><\/b><span class=\"s4\"><b>Cookies<\/b><\/span><\/li>\n<\/ul>\n<p class=\"p4\"><span class=\"s1\"><a href=\"https:\/\/trbo.com\/en\/glossary\/cookies\" target=\"_blank\" rel=\"noopener noreferrer\">Cookies<\/a> are used to assign an entire session or a page view during a session to a (returning) user. However, cookies can now be blocked by users, and the GDPR also allows you to refuse the use of cookies.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p10\"><span class=\"s1\">Objectives for the use of web analytics tools can be, for example:<\/span><\/p>\n<p>&nbsp;<\/p>\n<ul class=\"ul1\">\n<li class=\"li10\"><span class=\"s1\">Increased conversions or the <a href=\"https:\/\/trbo.com\/en\/glossary\/conversion-rate\" target=\"_blank\" rel=\"noopener noreferrer\">conversion rate<\/a><\/span><\/li>\n<li class=\"li10\"><span class=\"s1\">Increased effectiveness of advertising (e.g. banners or <a href=\"https:\/\/trbo.com\/en\/glossary\/search-engine-advertising\" target=\"_blank\" rel=\"noopener noreferrer\">SEA<\/a>)<\/span><\/li>\n<li class=\"li10\"><span class=\"s1\">Increased number of visitors<\/span><\/li>\n<li class=\"li10\"><span class=\"s1\">Increased length of stay<\/span><\/li>\n<li class=\"li10\"><span class=\"s1\">Reduction of the <a href=\"https:\/\/trbo.com\/en\/glossary\/bounce-rate\" target=\"_blank\" rel=\"noopener noreferrer\">bounce rate<\/a><\/span><\/li>\n<\/ul>\n<p class=\"p10\"><span class=\"s1\">Based on these objectives and with the knowledge gained from the use of web analytics tools, marketing campaigns can then be optimized or relaunched and the website as a whole can be optimized. In doing so, not only the product portfolio is put to the test, but also the page navigation, advertising measures, reasons for leaving the page or SEO measures.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p class=\"p10\"><span class=\"s1\">With every web analytics tool, it is essential to ensure that it is used in compliance with data protection regulations.<\/span><\/p>","protected":false},"template":"","resource_original_language":[711],"class_list":["post-23922","glossar","type-glossar","status-publish","hentry","resource_original_language-en-original"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Glossary: Web Analytics | trbo<\/title>\n<meta name=\"description\" content=\"This glossary explains important online marketing terms. 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