There are two categories of Web analytics, On-site and Off-site web analytics. Off-site web analytics is used for web measurement and analysis regardless of who owns the website, on the contrary, On-site web analytics is used to for analysis of one’s own website performance. The two main methods of collecting data using on-site web analytics technologies are server log file analysis, logfiles where server stores the requests by browsers and the other method is page tagging. Some of the metrics used to indicate performance are hit, page views, bounce rate, event, visit, first visit, unique visitors, session duration, click, frequency et al. Off-site web analytics is based on open data analysis, social media exploration and voice on web properties.
Web analytics may include tracking the clickthrough and drilldown behavior of customers within the Web site, determining the sites from which customers most often arrive, and communicating with browsers to track and analyze online behavior. The results of Web analytics are provided in the form of tables, charts, and graphs. Any Web analytics dash board would help business to do the following,
• Track visitor behavior from the first page they visit till they exit from the website
• Use behavioral metrics like bounce rate, average time on site and average page views to optimize ...
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...age and is called tag or beacon. Whenever the user visits the website, the cookie is used to recognize that the same browser has returned. So using the report created by the Web Analytics tool, we will be able to identify the count of the entire persistent unique cookie IDs during a given period of time. (Ledford, Teixeira, Tyler, 2010).
Disadvantages of the Unique Visitor metric
The two downsides of using Unique Visitors metric is that we cannot be sure that each unique visitor is a unique person and the metric is influenced by browsers that don’t accept cookies. In spite of these, Unique Visitors metric is a superior performance measure of the number of people visiting the website. Web analytics tools offer metrics such as Daily Unique Visitors, Weekly Unique Visitors, Monthly Unique Visitors and Absolute Unique Visitors, each of which gives different information.
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