Web analytics is the
assessment of a variety of data to help create a generalized understanding of
the visitor experience online. The measurement, collection, analysis, and
reporting of internet data for purposes of understanding and optimizing web
usage. Web analytics strategy adapts to the evolution of the web and
dramatically expands the type of data available that will help to achieve
strategic business objectives.

Web analytics data come
from a variety of sources, they are:



Web traffic data reports

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Web server performance data reports

Web transactional data reports

Usability studies

User-submitted information and related

The two important
actors are playing vital role in collecting information, they are cookies and



Unique identifier
stored in browser files that allow the site to recognize a visitor and adapt content;
usually has an expiration date and does not include personal information.


Small set of JavaScript
code that sends a record to the web log; includes page, user, and action information
and can be programmed to draw out custom information as well.

Cache refers to storing the visitor results from the
search operation performed by the visitor, when the user is looking for particular
web page information in the website for the first time. It refers to an end
user feature that makes navigating through the web pages much smoother. Page
cache helps in retrieving the search results of the visitor much faster by storing
the information of the visitor with the help of cookies.

The types of web analytics challenges, businesses
are dealing with today are:

Too many metrics: This challenge occurs when using too many metrics without clear
guidelines on what to do with the results. To overcome this, identify the
metrics that are important to organization’s goals.

Data accuracy & Data
security issues: This occurs when site performance data is not accurate. Issues such as
data sampling with skewed results, ad block services that filter out valuable
analytics data, and incorrect data filters are only a few examples of where things
can go wrong. Beyond website analytics, mobile and web apps introduce
additional complexities. Even if mobile app analytics is spot on and tracking
the right metrics for the apps, this doesn’t ensure that you have full
visibility of users’ various data sessions.  To overcome this, define
proper monitoring procedures, put security testing in place, and make sure to
reach full application visibility to track performance at all levels and protect the
system against application-level threats.

3)       Selection
of multiple web analytics systems: Few companies invest huge
amounts for using more than one tool in business and at a same time because of
using multiple tools it leads to discrepancies in reporting. To overcome
discrepancies in reporting methods and lower the cost of training and support
can be achieved by standardize on a single tool.

4)      Improving search engine marketing: In order to improve the marketing of a search engine it
requires a good and relevant publishing content, creating relevant links within
the text and use alternative text descriptions.

Robots are the tools that many web search engines such as
google, yahoo use to build their databases. These robots work like web browser
except that they don’t require user interaction. Search robots are also known
as bots, wanderers, spiders and crawlers. Robots access web pages, often using links to locate and link to
other sites. These robots scan through the website and tell the search engine
exactly what information is on the page and what information visitors are
searching in the search engine.

Visitor is a term used in web analytics that refers to the
number of distinct individuals requesting pages from the website during a given
period. Here the visitor’s IP address is considered to identify whether the visitor
is visiting the web page or website for the first time and in that case visitor
is considered to be unique visitor. Each visitor to the site
is only counted once during the reporting period, so if the same IP address
accesses the site many times, it still only counts as one visitor.






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