Introduction to Web Analytics

What you will learn:

  • Basic website analytics
  • How to measure and optimize website behavior
  • How to better understand business objective
  • Important Key Performance Indicators
  • The two sides to web analytics jobs

Watch the Expert Session:

Download the slide deck here.


Web analytics measures web traffic and users activity.
  • Some vendors: Google Analytics, Web Trends, Adobe Analytics, Clicktale, Crazyegg, Hotjar
Two sides to Web Analytics Jobs: Analyst and Implementation


  • Create and maintain standardized reports and dashboards
  • Identify traffic and conversion trends
  • Provide ongoing optimization, revenue opportunities, lost-opportunity analysis to increase sales/revenue and customer satisfaction


  • Responsible for accurate reporting and tracking
  • Like a programmer
  • There are two sides to website analysis
  • Marketing optimization and user experience
Three things included in marketing optimization:
  • Conversion rate by market channel-paid search, display, retargeting, affiliate, email, social
  • Landing page improvements
  • Optimize allocation of marketing budget
Business objectives
  • Reach revenue targets
  • Expand brand name recognition
  • Increase customer loyalty
  • Increase customer satisfaction
Key Performance Indicators
  • Sales that are made
  • Clicks on social share buttons
  • Return visits/orders
  • Promotional email signups
  • Net promoter score

Practice Quiz


quiz icon



Resources and links mentioned in this Expert Session:

Speaker: Zach Olsen

Bio: Zach Olsen is a web analytics and digital marketing expert with progressive experience in the e-commerce industry. He is the Digital Analytics Manager for Columbia Sportswear out of Portland, Oregon. He also blogs about online marketing at By Data Be Driven.

Topic: Introduction to Web Analytics

Summary: How to measure and optimize website behavior and understanding business objectives and important key performance indicators.


Duration: 28 mins



Share this Post

Leave a Reply

Your email address will not be published. Required fields are marked *