Skip to main content
A person looking at a laptop computer, presumably doing website analytics

What is website analytics?

Data can affect all aspects of your business, from conception to user feedback. In order to make educated decisions for the future of your business, you’ll need to collect data from your users. The website data you collect will help you understand how your users interact with your site, offering your team opportunities for improvement and a chance to offer an enhanced user experience.

Website analytics is the collection, reporting, and analysis of website data, focusing on identifying measures based on your organisational and user goals to determine your business’s successes and failures.

Through website analytics tools, your team’s able to explore a critical part of the user journey: where they come from, where they go next, what they buy, and even how much they spend. You’ll be able to see what your users want and how to convert and turn into returning visitors.


Dynamics 365 helps create better customer experiences

Use your website analytics to identify users’ needs and create effective strategies with Dynamics 365 Customer Insights—a real-time customer platform providing data that dynamically shapes digital experiences.

Why do you need website analytics?

Website analytics helps drive the online portion of your business. It enables a better understanding of your website visitors and insights into how you can improve their experience. You’ll be able to track your website traffic like how many users are on your site, demographics, and behaviours.

Your website traffic analytics also includes your content and SEO and SEM strategy, presenting your most highly viewed topics and searched keywords. This means you’ll be able to give users exactly the content they’re looking for exactly where they expect to find it.

Top eight website analytics to track

When deciding how to present your site to users, you need to determine their wants and needs while you figure out how your team can provide both. First, you must build a framework that helps measure your objectives and calls-to-action, identifying necessary key performance indicators (KPIs). By tracking particular metrics, you can be sure to confirm your framework is successful.

Below are the top eight website analytics you should watch:

1. Overall traffic

Your overall traffic is exactly how many people are on your website at any given time or timeframe. Watching how your traffic evolves within the next week, month, quarter, and year will determine if your strategy is working and you’re gaining more repeat visitors or if you have to focus on attracting users through other means like organic search or paid advertisement.

2. Traffic sources

Where are all your users coming from? Most first-time users will access your site through a search or links on other sites rather than typing in your URL. Your users’ origins are broken down into four categories:

  • Search engines
  • Links from other websites
  • Social media
  • Email campaigns

While you should work to build up traffic streams from all of these sources, search engines will usually be your primary resource. The higher your website ranks on search result pages, the more organic website traffic your site will receive.

3. New and returning visitors

Every user that comes to your site is known as a “new” or “returning visitor.” Increasing the number of returning visitors is key. They tend to have higher engagement — they bounce less, view more pages per session, and have higher session durations. They also tend to have higher conversion rates and higher sales.

While there’s no real number to determine success, you should strive for over 20 percent—any percentage less than that and you can conclude that your site might not be as engaging as it should be. There are many causes for this such as website usability issues or content strategy. When analysing your website along with your other digital channels like mobile apps or connected products, you get a broader perspective with digital analytics, enabling you to optimise the entire customer journey.

4. Cohort

You can define your visitors into more segments than simply new and returning. Cohort analysis looks at different groups of people, over time, to observe how their behaviour changes. Dividing users by either behaviour or acquisition, you can compare how users first reacted and time spent in your funnel, user retention, and their behaviours today.

5. Desktop vs. mobile

Where and how you present your site to users matter. Website analytics tools can track how users are getting to your site, as well as a percentage through desktop or mobile. By finding out which method users prefer, you’re able to explore where to focus your efforts, as well as how to optimise their experiences.

6. Bounce rate

A “bounce” is when a user comes to your site and leaves without viewing any other page. The number of total visits to your site is measured against how many bounces, calculating your “bounce rate.” This is one of the biggest indicators if there’s a problem with your site, which could include things like long load times, bad navigation, or bad web design.

If users come to your site and leave without viewing any other pages, that tells you something significant about your website. Maybe your page title and meta description are misleading. Or maybe your content isn’t appealing to your customers. Here’s where you can use your behavioural analytics to test what users are looking for against what your website provides. As a rule, if your bounce rate is higher than 30 percent, you should begin to test what’s not resonating with your website users.

7. Page views

What might seem like the most obvious, page views refer to the number of times your website pages have been viewed by a single user. By loading a new page, refreshing, or moving to the next page, a page view is counted. Page views are one of the simplest traffic metrics to track, as well as the easiest for traffic volume and activity.

8. Conversion rate

In the end, you want to make sure your user engages with your website to accomplish a result, whether that’s signing up for a newsletter, signing up for a trial, or purchasing. Your funnel analytics, also known as conversion analytics, tracks what users come to your site, where they come from, and how many become a customer. Through noting and tracking engagement-based goals, it’s easy to see what marketing strategies are successful in making a returning customer.

Implement an effective website analytics tool into your business

Dynamics 365 Customer Insights can provide the insights and data to create a better customer experience through the understanding of your customers’ behaviours. You will be able to track the effectiveness of your online content and shopping experiences, while also shaping future strategies.