What is web analytics?

Good decisions are based on reliable KPIs

A key performance indicator or a KPI is a measurable value that indicates the performance of your business. It is a necessity to measure and track KPIs to succeed in eCommerce.

KPIs can be used to track basically anything related to running your business. For example, in sales KPIs like conversion rate or revenue are great performance indicators. Typically, eCommerce related KPIs are set to answer questions like:

• How many people arrive from search engines to buy your online store?
• How much has the revenue of your online store changed from last year?
• Does traffic from search engine marketing have a higher conversion rate than traffic from social media marketing?
• Does the average spending of your customers vary according to their geographical location?
• Does the weather influence your customers’ engagement rate?

Our services for web analytics

Analytics audit

Because web analytics data is used to support business-critical decisions, you need to be confident about the data and its quality. Our analytics audit service ensures that the analytics setup follows best practices and that the data is reliable. Our analytics audit covers over 60 specific tests that are crafted to validate everything from account structure to error-free data collection. As a result, you get a report of all the test items, but also a plan for fixing any possible errors. When your web analytics is working correctly you can lead and develop your business with the highest efficiency.

eCommerce measurement and KPI plan

A good measurement plan defines relevant and measurable goals so you can lead your eCommerce development, make data-based decisions in marketing, and optimize conversion rates. When your KPIs are well-planned and documented, you can use them effectively in your daily business and with all stakeholders.

Data from different sources and dashboard visualizations

Do you know where all your data is stored and whether you are utilizing it to the fullest? Many analytics tools are difficult to use and finding the right information can be challenging or at least labor-intensive. We visualize your key performance indicators into a single dashboard, so you can easily track the things that matter the most to your business. A dashboard combines multiple data sources into a clear, visual format, so you have a better understanding of your website’s performance. Dashboards can also be used to reduce the time you use on creating reports and presentations, so you can use your time for analysis and making meaningful decisions.

Google Analytics Enhanced eCommerce setup

Do you have an online store and use Google Analytics? Do you want to have more information about how your online store is performing? If so, you should consider using Google Analytics Enhanced eCommerce.

With the Enhanced eCommerce setup, we can track the online store performance even more precisely: Which products and categories bring the most revenue, how the users behave in the checkout funnel, or what is the impact of internal promotions on product visibility and sales. The collected data can be used in marketing and conversion rate optimization, for example.

In addition to Enhanced eCommerce setups, we also provide diverse Google Analytics setups for B2B companies.

Tag management

The setup you have created in your Google Tag Manager directly influences the quality of your data. Because of this, it is important to make sure your tracking setup works correctly, and the necessary data will be collected. In advanced tracking cases, the data quality can be improved by prioritizing the tags correctly and by making improvements to the coding of the website. We often encounter unused or unnecessary scripts from third parties, that negatively impact the website’s performance and user experience.

For these reasons, we provide a free Google Tag Manager audit for our potential customers and help them to create and manage the tracking implementations.

Data security and privacy

Piwik PRO can be installed on Piwik PRO's cloud infrastructure, with an option to store user data only within the EU, therefore being GDPR-compliant.

Alternatively, it can be installed in a private cloud environment, or it can be installed directly on your own server. In this case, you gain ownership and full control of the data, which means you know where the data is stored, how it is processed, and who has access to it. In this way, you avoid sharing information with third parties.