IT Glossary
What is web analytics?
The website’s accounting: who arrives, from where, what they do and — the only question that counts — how many become customers.
A website without analytics is a shop with no till and no counter at the door: things happen, but nobody knows how many or which. Web analytics is the measurement toolkit, and its value sits in a hierarchy many companies walk in reverse. The base level is traffic — how many people, from where, on which pages — useful as context and dangerous as an objective, because more visits this month is the classic vanity metric: it rises pleasingly and pays no invoice. The level that counts is conversions: how many people take the action carrying value, whether an order, an enquiry, a phone call or a booking. Configuring conversion events is precisely the step separating decorative analytics from useful analytics, and precisely the step most often missing on company websites, where the tracking code was installed and nothing was ever measured. The level that steers budgets is attribution: which sources produce those conversions, so that with disciplined campaign tagging the report running from channel to customers to cost per customer becomes the real basis for allocating marketing money, rather than the loudest voice in the meeting.
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Why it matters for your business
Marketing judged on conversions
Each channel shows how many customers it brought and at what cost, so budgets get reallocated on evidence rather than on impressions formed during a meeting.
The pages losing money, identified
Measured flows show exactly where visitors abandon, so the site repair list writes itself from data, in order of impact rather than in order of opinion.
History that compounds
Data collected correctly from day one becomes the basis of every future decision: seasonality, trends and the measured effect of each change you make.
Frequently asked questions
We have analytics installed — why do you say we are not measuring anything?
Because an installation measures traffic by default: visits and pages. Conversions such as a submitted enquiry, a completed order or a tapped phone number have to be configured explicitly as events, and without them the tool only ever answers how many arrived, never how many became customers. The two-minute check is to open the conversion reports: if they are empty or absent, you have the counter at the door and no till. Fixing it is a small intervention with a permanent effect.
A major analytics platform or a privacy-focused alternative — which do we choose?
It depends on need and appetite for complexity. The large free platform is deep, with attribution, advertising integration and exploration, but it demands cookie consent and learning time. The lighter privacy-oriented tools are simple, elegant and often usable without a consent banner, while being thinner on advanced attribution. Pragmatically: e-commerce with serious advertising budgets favours the former, a services site wanting clean essentials favours the latter. What is never chosen is nothing at all.
What should I actually read every month without drowning in reports?
A fixed thirty-minute ritual and five questions. Conversions this month against last month and last year. Top sources by conversions rather than by visits. The key commercial pages and their conversion rates, looking for degradation. The main flow and the point where people abandon it. And one anomaly worth investigating — a spike, a collapse, a new source. Write down two actions, do them, check the effect next month. The rest of the reports exist for when a business question calls for them.
Let’s talk about your project
Message us on WhatsApp or send an email — you talk directly to a developer.
office@northdan.com · +40 752 070 247