Analytics from a search engine marketing perspective refers to the software that allows you, the webmaster to be able to track how many people visit your website. This includes the number of page views, the navigational path taken whilst on your site, conversion rates, landing pages and more useful analytical data for you to be able to make sensible business decisions.
In order for the software to be able to track all of the above, you will need to incorporate unique tracking code onto your website to be able to feed your site’s data to an analytical application. Adding this tracking code is relatively straight forward and most of the tools on the market provide a detailed ‘how to’ tutorial on how to do this.
Below are some analytics tools that can be considered moving forward:
- Google Analytics – A free analytics tool created by Google;
- Clicky – A real-time web analytics application;
- MixPanel – Product analytics for mobile, websites and beyond;
- Open Web Analytics – Open source web analytics software.