Analytics is the process of collecting, measuring, analysing, and interpreting data generated by user interactions within a website or application. It encompasses a wide range of metrics and techniques aimed at understanding user behavior, optimising performance, and improving the overall user experience.


What is analytics?


Analytics measurements

This analytics process includes monitoring different measurements like page views, unique visitors, session length, bounce rate, and conversion rate. Analysing these metrics offers valuable understanding into user interactions with a website or app, empowering businesses to make informed decisions for improving their online presence.

The key to this approach are tracking instruments like Google Analytics or Adobe Analytics. These tools allow businesses to observe and analyse user behavior instantly, generating comprehensive reports and visuals that reveal trends, patterns, and opportunities for enhancement.


Types of analytics:

  1. Descriptive Analytics: It's about looking at past data to see what happened, like how many visitors came to your site, how many pages they viewed, and what content they liked.
  2. Diagnostic Analytics: This is about figuring out why things happened the way they did. It means digging deeper into the data to understand the reasons behind specific outcomes, like why some people left your site quickly or why some didn't buy.
  3. Predictive Analytics: This means using past data to guess what might happen in the future. By spotting trends and patterns, businesses can predict how users might behave and adjust their plans accordingly.
  4. Prescriptive Analytics: This takes it a step further by not just guessing the future, but suggesting actions to improve things. It means using data insights to make smart decisions about marketing, user experience, and overall business strategy.

Analytics for web and app plays a crucial role in helping businesses understand their online audience, measure the success of their digital initiatives, and identify opportunities for growth and optimization. By leveraging data-driven insights, businesses can stay competitive in today's digital landscape and deliver exceptional user experiences.