At any one time, we may be undertaking a wide range of activities designed to improve the revenue and visibility of our websites. In order to know what activities are really driving results, it’s important to gather and analyze data about how our users reach, interact with, navigate and convert on our website.

Using this information, we can do all sorts of things such as improve customer experience, increase resources for underperforming areas or potential problems that customers have when using our website.

Analytics is the name given to software designed to allow us to gather and interpret this kind of information. Without the correct analytics solution in place, this all becomes very hard. Luckily for us, web analytics can give us pretty much everything we need to make smarter online marketing decisions.

Throughout this module we will make references to various analytics platforms including Google Analytics, this module is not about features of platforms or even how to use them. This module will show you the importance of analytics to your business, how to use the data it gives you and the technical side of how analytics data is gathered.

If you want to learn more about installing Google Analytics correctly, you can do so in this interactive module.