Web Analytics

Running Head: Web Analytics
How to analyze a Web Page?
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Abstract
Web analytics has gained immense importance over the past few decades and have now become much easier and affordable for all with the rapid pace in the development of web analysis tools. This paper highlights some major tools which lends a hand in gaining a deep insight in to the users of web pages. The paper highlights a detailed account of using Google Analytics, Piwik, ClickHeat and Crazy Egg as effective tools for web page analysis. The paper evaluates each of them in detail and focusses on the way they cater useful benefits to individuals and organizations for analyzing websites or several web pages.
Introduction
Web analytics measures the behavior of the visitors towards a particular website or a web page. The number of visits, the number of visitors and their duration on a specific web page acts as an indicative of visitors` interest and helps in aligning the business goals of an organization with its website goals. Effective web analysis also requires measuring the top pages accessed by users, the route followed by them and the demographic details of the users. It also requires finding out the errors occurring during the retrieval of web pages and the reasons behind these errors. This data is collected using log files and page tagging. Web analytics tools amicably cater tracking and reporting of content and visitors on a web page and thus contribute in maximizing the revenues of the businesses by making use of them. These tools are sometimes free while some requires lofty payments. This paper discusses some major tools used in analyzing a web page, including Google Analytics, Piwik, ClickHeat and Crazy Egg. These are only a few significant tools which will be evaluated in the following sections; however, there exists a wide variety of tools as the web analytics industry is expanding at an accelerated pace (Booth & Jansen, 2010).
Google Analytics
Google Analytics play a vital role in enhancing a web page`s performance by taking raw data through a small snippet of a code written in JavaScript. It is a free service using page tagging for collecting visitors` information, and requires the users to just sign up and enjoy the benefits of web analytics (Ledford et. al, 2010). It measures a variety of web metrics ranging from the number of times a file is accessed, to unique IP addresses and also to the number of pages being served by a particular website. Google Analytics caters with a deep insight into how visitors use a particular website, how they arrived on that site and how a company can keep them coming back.
The tool comprises of several distinctive features namely content analytics, social analytics, mobile analytics, conversion analytics and advertising analytics. Content analytics helps in finding out the ...