Essay on Web Analytics And The Internet Age

Essay on Web Analytics And The Internet Age

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At the very beginning of the internet age in the early 1990’s, web analytics was only available to a few, large organizations that could sufficiently invest in its effective implementation. Small businesses were left in the dark in gaining insights about their website. The only viable option was to survey customers through the mail or in-person to evaluate whether they visit the site, when they visit the site, for how long they visit the page, and any recommendations that they had for website improvements. This approach can be relatively costly, and produce results that are unreliable. With the onset of Google analytics, small businesses were finally enabled to answer those critical questions regarding website performance without having to invest significant time and money in order to produce meaningful results. One very important note is that, while Google Analytics can provide impressive results at seemingly no cost, small businesses must realize that “free”, in this particular case, can be likened to free puppies. In other words, a free puppy will still require a significant amount of maintenance and monitoring, despite cost to acquire the puppy being nothing.
Before further evaluating which aspects of Google Analytics will be the most beneficial, it is important to understand the nature of the business. For example, a website for a local, single location pizza restaurant will find location very important to their search. Visitors from Nigeria will not be of much use for the pizza restaurant. They will use their geography to target the local audience. These companies in particular can link social media through their website to enhance their results. Since they are local, customers are more likely to be engaged through social ...


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...articular company, the aspects of Google Analytics that are particularly important are understanding the place of origin for internet users on their site. This is absolutely critical when evaluating advertising initiatives. After some time, some advertisements may be dropped, while others will be upgraded and improved based upon their performance in bringing users to the site. Ultimately, the hope is that more views on the website lead to increased sales for the business.
The small business is constantly evolving, as technology continues to increase at such a rapid rate. Not too long ago, websites were only necessary for some small businesses. Now, however, almost every organization has some sort of a web presence. Through the use of Google Analytics, they can find now drive value from all the internet browsers coming to their page without a substantial investment.

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