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Web analytics – useful tools

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Web analytics allows you to track user activity on the site. Thanks to it you will find out where your readers are coming from, what they do on the site, how long they stay there and what content they like. This way you can optimize your content marketing strategy. Remember to measure and monitor your KPIs regularly.

What analytical tools do you need?

Before choosing the right tools, think about what you want to measure.

Overall traffic

Overall traffic refers to the number of people entering the site within a certain time frame. Thanks to this, you can check if your marketing activities are bringing the expected results. If you have a good campaign, the number of unique visitors should keep growing. When it starts to decline, you may need to make some changes to your strategy.

This number is very important as it tells you if your site is getting the attention it deserves. Suppose you have approximately 50 visitors a day. It’s not much if you’ve been running the website for a year. On the other hand, that’s a decent number if you set up your online store a month ago. In other words, pay attention not only to the movement, but also to its evolution.

Traffic sources

Another important analytics metric is traffic sources. They help identify where your readers are coming from. We can usually divide them into four categories: search engines, links from other websites, visits from email campaigns, and links from social media.

Focus primarily on search engines as they can attract huge traffic. Importantly, if your website is consistently ranked high in search results, it becomes easier to get links from other sites as they will consider you a reliable source. Remember to regularly monitor your traffic sources. Thanks to this, you can adapt your strategy to them.

Bounce rate

Another important parameter is the bounce rate. When someone visits your site and then leaves your site after viewing one page, this is known as a “bounce”. The percentage of these visits measured in relation to overall traffic is called the bounce rate. It lets you know if there are any unresolved usability issues with the site. The most common reasons for a high bounce rate include long loading times, a poorly understood navigation diagram and an unattractive website design.

Web analytics - useful tools

Useful analytics tools

Google Analytics

Among the useful analytical tools, Google Analytics could not be missing. It allows you to conduct faster and effective marketing activities. It helps to better understand visitors, identify the reason for their visit, see the subpages viewed.

You can also verify how much time they spent on the page and track whether they converted or not. Google Analytics also allows you to see which elements and content are working well and which are not. By using the aforementioned tool, you will even know the demographic characteristics of the users. Also check which keywords attract the most users to your website.


Another useful analytics tool is Kissmetrics. It allows you to observe and analyze changes in user behavior patterns over time. It also provides useful data on the latest and common referring websites. The main feature of Kissmetrics is the “Timeline View” which keeps a log of website visitors’ activity in an easy to understand format.

Crazy Egg

Crazy Egg uses heatmap technology to visualize what users are doing on the site. Provides a visual map of the reader movements and interaction points within the site. This way, you can easily see which places are the most popular with visitors.


Ahrefs, a handy analytics tool, gets a lot of praise from industry experts. It offers many features to help you audit, develop, and improve your search engine optimization (SEO) strategies.

By using Ahrefs, you can discover valuable keywords in your industry. Additionally, you can check the site for common positioning problems. The proposed tool also allows you to monitor the backlinks and positions of your competitors. Keyword explorer deserves special attention as it goes beyond search volumes and shows the estimated number of clicks in the search results. This way, you can see if it’s worth targeting a specific keyword.


SEMRUSH is also worth mentioning when discussing useful analytics tools. It allows you to research advertising campaigns in terms of competition, budget and more. Additionally, it enables the compilation of valuable keywords for your content and marketing activities.

By using this tool, you can track your performance on social media platforms, monitor keyword positions, and audit your backlinks profile. Generate and share custom site analytics reports.


Woopra is another tool that allows you to track website traffic. Provides real-time statistics on visitors’ visitors. Provides information about where they live and what content they are reading.

It also offers a chat feature. This allows you to chat live with your guests. This solution is perfect for an e-commerce website. Makes it easier to interact with customers. Woopra offers a limited free plan as well as several premium options.


MATOMO is used by over 1.4 million websites, including NASA. Formerly known as Piwik, this paid tool provides a comprehensive website analytics solution. Helps you earn more from traffic to your website. Importantly, it complies with the GDPR, i.e. the General Data Protection Regulation. It offers the following functions: visitor profiles, heat maps, tag manager, A / B tests, positions in search results.

Majestic SEO

Are you looking for some useful analytics tools? Then pay attention to Majestic SEO. He specializes in backlink analysis. In addition, it allows you to research keywords and conduct SEO audits. Tracks site performance in real time. It also allows you to evaluate competitors’ sites to improve your own.

What do you need to know about analytics?

Web analytics allows you to see how your website is performing and how users are behaving on it. Thanks to it, you can check the effectiveness of marketing campaigns, improve the quality of online services and create customer profiles to increase the profitability of advertising and sales activities. Tracks organic and paid traffic in real time. By analyzing such data, you can invest your time and money more effectively.

In marketing, finding a target audience for your products and services is crucial. Therefore, it is worth using web analytics to reach potential customers.

Many users browse the pages on mobile devices. Therefore, you need to optimize your site for this. Otherwise, you can scare potential customers away.

When analyzing traffic, pay attention to new and returning visitors. If your returning visitor rate is below 20%, your website isn’t as engaging as it could be. Pay attention to the bounce rate. Also try to optimize your content marketing strategy to the needs of your target group.

The conversion rate reflects the effectiveness of your marketing strategies. It allows you to determine how many visitors turned into leads by filling out forms or became customers after making a purchase.

Thanks to analytics, you will find potential problems on your website. For example, preparing an incorrect sales funnel may generate lower profits.

Web analytics - useful tools

How to learn analytics?

If you want to learn analytics, check out the Google Analytics YouTube channel! Not only does it provide insight into the latest features of said platform, but also publishes amazing interviews with case studies and examples. You can see how to create different reports and how to use them.

Read, write, practice, analyze and optimize! Start a blog and write about what interests you. Then create a Google Analytics account and install GA on your blog. Or, think about installing other free analysis tools like Crazy Egg (for creating a heat map). Also, look for blogs and groups on FB related to web analytics. Remember to systematically expand your knowledge. Pay attention to the analytics courses, e.g. UDEMY.

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How does SEO work?

Positioning the website is about increasing its visibility in the organic search engine results, including Google search engines. SEO specialists influence the website’s evaluation by algorithms. This is done through SEO activities consisting in website optimization (on-site activities) and increasing its authority through valuable links (off-site works).

Is website positioning profitable?

SEO helps to get traffic to our website in the long run. The cost of acquiring a user from search engine results can be much cheaper than in the case of paid ads. Properly prepared SEO strategy has a positive effect on website conversions. Positioning the website for many queries, from long tail, to mid and money keywords, also builds users’ trust in our website.

When can positioning effects be expected?

Search engine optimization on the Internet gives results after a long time, so it’s worth being patient. The results are also not given once and for all. Achieving a position in TOP3, TOP5 or TOP10 does not guarantee that we will keep them in the coming months. The ranking is based on many factors that change frequently.

Does positioning / SEO guarantee a high position?

SEO agencies take actions that contribute to the improvement of the website’s position, but cannot guarantee a specific place in the search results. Google often makes sudden and unexpected changes to your ranking. The positioners have no influence on:
changes in ranking algorithms,
actions of the competition,
hacker attacks,
errors in the website code or server operation such as secure your site with HTTPS.

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