Amber's IMC Blog

Web analytics, which monitor visitor traffic and customers, is very important for e-commerce retailers. In contrast to a typical brick and mortar business, online stores do not have the opportunity to interact directly with customers. Because they are not able to see facial expressions or hear the responses of their customers, web analytics serves as the “eye and ears” for the company (“Why You Need”, n.d.). Approximately 40% of online shoppers begin by performing a search; using analytics, ecommerce companies are able to remain ahead by anticipating market changes (“The Importance of Ecommerce”, n.d.).  Wayfair, a home goods e-commerce company founded in 2002, is an example of an online company that uses web analytics to monitor traffic and visitors. Web analytics is so important for the e-commerce company that Wayfair has an in-house SEO team that analyzes the data which is imported into their proprietary in-house tracking systems daily (“Wayfair”, n.d.). The company u...

Web Analytics is the term used to describe when marketers gather data relevant to a website’s performance (Bigby, 2018). Luckily for marketers, there are many available tools that help us to accurately gather, organize, and present that data (Bigby, 2018). The vast majority of these tools happen to be completely free of charge. One of the most popular platforms for the reporting and tracking of web analytics is Google Analytics. There is no surprise that this platform is in the top rankings as it provides so much relevant and useful information such as a website’s traffic sources, the number of new versus returning users to the website, the bounce rate, landing page report, and so on (Saleh, 2016). While Google Analytics remains at the top of the list for preferred web analytics tools, there are other alternatives that can be used. Some of these alternative tools are competitive to Google Analytics while others are complementary. An example of a web analytics tool that is a competitor...

Google Analytics is a “free product that tracks your Web site and gives detailed statistics about visitors to your Website” (“Week 4 Lesson”, n.d.). Google Analytics allows companies to track important data such as how people discovered your website, how long they browsed your site, the demographic and location of your site’s visitors, and so much more. When used correctly, the Google Analytics tool can help companies see powerful results such as an increase in conversions and an improvement on their return on investment (“Week 4 Lesson”, n.d.). Even with all of the amazing features that Google Analytics offers, there is still a way to enhance and extend the capabilities of the tool. One of the methods that marketers use to gain more from the tool is through “apps”, formerly known as “Solutions” (“Week 4 Lesson”, n.d.). The apps contain “in-product solutions that deepen your use of Google Analytics and accelerate your learning curve” (“Crowd Source”, n.d.). There are a multitude of ...