Web Analytics | 3 Reasons Why Your Business Needs it

Web Analytics

Until recently, I thought that you do not need to convince anyone to analytics. After all, every online business has it at its fingertips, because that’s the basis, right? Nothing could be more wrong than Radek Kotarski says. Analytics is usually not urgent. By itself, it has no effect. It plays a supporting role.

In the short term, spending 4 hours on customer calls instead of analytics will always give better business results. But in the long run, with a sufficiently large scale, analyzing the numbers correctly can make you make better decisions.

For example, you will invest in relevant marketing channels, improve the website, and create better-clicking advertising creatives.

Table of Contents

  1. Web analytics is like a dietitian
  2. What analytics is useful for in business

2.1) Reporting and measuring progress

2.2) Making decisions based on data

2.3) Conversion optimizationSummary

2.3) conversion optimization


1) Web Analytics is like a dietitian

The larger the scale of the company’s operations, the better indirect effects from analytics can be. Of course, the most important thing is action. Analytics has no value in itself. Cracking pivot tables in Excel is a waste of time if you do not take any action based on them. So you can’t expect an investment in Google Analytics configuration to pay itself back after a month.

Analytics is a bit like consulting a dietitian. The specialist analyzes your situation and then advises you what to eat and do. If you don’t follow the recommendations, nothing will change. On the other hand, when you create a diet and exercise plan yourself and then implement them, maybe you will achieve only 50% of the effects that were at your fingertips (you just didn’t know about them). If the dietitian told you this and that, then your progress would be faster.

If you are not familiar with web analytics then you can get SEO services to improve your website position and working. 

Analytics is like a dietitian. It won’t do the work for you, but it will give you valuable tips. Thanks to them, you can count on better results with the same expenditure of time and money. You know better where to invest resources. Unless of course, you have a good dietitian (analyst) and not a farrier-cheater.

In the world of analytics, it means that you need:

  • Well-configured tools
  • A person who analyzes the data and puts action recommendations

2) What analytics is useful for in business

Below are three specific, practical applications of web analytics in business. There are three main areas in which data collection and analysis help.

2.1) Reporting and measuring progress

To improve something, you first need to measure it. Well-Configured analytics is the foundation for further action. Thanks to properly implemented Google Analytics you have access to numbers and reports. You know how you are doing. You have information about this:

  • How much has the last Facebook campaign sold
  • How much does it cost to get a lead?
  • If the movement from Organica increased in the last quarter
  • Whether ads in Google Ads generate a return on investment
  • How many visits does the website generate and what are the trends
  • You collect statistics on the progress of the company both in macro (sessions, sales, leads) and micro (specific campaigns, ads, audience groups, demographic groups, returning customers, etc.). You know if you’re doing good or bad. You know if it’s better or worse than last month, quarter or year. This is the basis.

2.2) Making decisions based on data

Once you measure the company’s situation and trends on an ongoing basis, you can use this data to make decisions. Without data at meetings, you can often hear sentences starting with:

“In my opinion?”

“I saw such a case study, and they wrote there …”

“I think?”

Debating in this way takes long hours in a stuffy conference room. Are you also annoyed by shifting opinions?

Thanks to analytics you have data supporting individual ideas or conclusions. This saves time spent on meetings and increases the chances of making the right decision. Analytics also enables assessment of effects and thus facilitates making similar decisions in the future.

web analytics

3) Conversion Optimization

The more conversions the better. Simple. But how to raise this conversion? A / B testing of random ideas found on the web is a naive approach that rarely gives the desired results. If increasing conversions were as simple as copying solutions from a better performing competitor … Unfortunately, it is not, and ideas for improvement are better sought through analysis and research with users/clients.

They help to find real problems with the website, product or marketing strategy. Only then – when you know what problem you are solving – can you move on to searching for the optimal solution. Otherwise, you shoot blindly. Maybe sometimes you hit. But if you can learn something from analytics, why guess?

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I am far from saying that analytics should be a priority in business. If the company is just starting out, then it should focus on meeting customers, refining the offer and finding effective sales methods. The larger the scale of the company, the more space for improvement. With the help of analytics, you can discover costly mistakes in acquiring traffic, unprofitable advertising campaigns or fatal errors in the UX of the page that reduce conversion.

Analytics can give a better course to your marketing and sales activities, increase profitability from marketing investments or discover the demand for new products and services. To start is to correctly set analytical tools and measure progress. If you haven’t taken care of it yet, let it be the first step.

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