Basic methods of web analytics

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Analytics can solve a large number of tasks. Everything depends on your specific goals. In general, we can talk about two types of web analytics: complex and end-to-end, each of which includes a large functionality.

Comprehensive analytics.

Its task is to conduct statistical research. To comprehensively study a site, you can use both generalized information about it and consider detailed information on each page separately. Analytics are carried out using counters that take into account all the details of visits. If this is not enough, log analyzers are connected to the work - systems that read data from registration files created by the server. Comprehensive analytics gives webmasters a comprehensive picture of the site's operation and traffic flow, which allows you to eliminate many problems: from poor traffic and low positions in search to unsatisfactory conversion.

End-to-end analytics.

It is aimed at studying the customer’s path from the beginning (the ad that led to the click) to the very end – the target action (purchase, repeat purchase, filling out a form, subscription, etc.).

End-to-end analytics

To achieve these goals, the following are studied:

statistics of channels and platforms used;

performance indicators of advertising physicians email list campaigns and advertisements;

features of visitors' behavior on the site;

interaction of users with various elements of the resource.

Through end-to-end web analytics methods, it is possible to find the most effective points of contact and levers of influence on the client. In addition, it is possible to designate advertising platforms, strategy channels, announcements.


Complete analytics of a web resource is divided into several stages.

Basic level. Collection of such fundamental statistics as number of visits, depth of views, time spent on the site, bounces, transitions from advertising campaigns, scroll maps, clicks.

Business analytics. After calculating and studying target actions, calls, sales, average checks, it gives an answer to the question of what the site's profit is and how to increase it.

Analytics based on CLV (customer lifetime value). Helps to determine the value of a customer (based on the profit received from interaction), regular consumers and develop strategies to retain them, create a detailed portrait of the audience and identify the channels that brought users to the site. With the help of such analytics, it is easier to understand the behavioral mechanisms and factors of making purchase decisions (what influenced: the promise of free delivery, sections with personalized advice, etc.). Using the data obtained, it is possible to predict profits, redistribute the budget and plan effective advertising campaigns.