Web Analytics Agency

Better web analytics means better data, and better data means you can make better, more profitable, decisions. Many web developers will place a basic Google Analytics tracking code on your website, or you may be able to benefit from an easy-to-setup integrated Google analytics implementation from your ecommerce content management system.

However default integrations only tell you the basics. In most platforms, there are always additional aspects you can measure on which to make decisions, or to target improvements. These typically include form and checkout funnels, click events, and on-page performance metrics to allow you greater understanding of your user, and their journey.

Without a measurement plan, or a CRO testing plan in place, it is difficult to fully prescribe the exact value of an analytics project. However if you know you’re missing out on additional valuable data, then running a project will ensure you capture everything that’s available.

By measuring the meaningful interactions between your brand and your customers you’re able to understand which channels are driving the desired behaviours, form completions, calls or purchases so that you can balance your channel investments and ongoing advertising, design, development and testing budgets to deliver the best ROI.

Impression’s accredited Analytics team is a group of highly skilled individuals with skill sets bridging development, analytics, and business intelligence. We’re most capable at working with the Google Marketing Platform (Google Analytics, Tag Manager, Campaign Manager, etc) however we also have analytics experience across Oracle, Hubspot, Ometria, all social network ad managers and more. Working with Impression, you’re not just getting the experience and knowledge of one person, but a whole agency!

We often work with third party development agencies and in-house teams to ensure the end-to-end project is a success. Similarly we can work independently when required, and even on websites which are inflexible, we’re able to leverage creative solutions to your measurement challenges.

No, all principles of web analytics are very similar, most operate on events such as page views, clicks and form completions. Some of our enterprise customers actually use more than one platform!

Our preference is driven by the market – we prefer Google Analytics and Tag Manager as it’s the most popular, however we likely have experience with the software you use, too!

Web Analytics is a typical case of “you don’t know what you don’t know”. Basic page view tracking is useful to understand audience size and some top level metrics of your site’s browsing behaviour. By tracking more advanced checkout journeys, form event analytics, single page application navigation and more, you’re able to get a much fuller picture of what’s working on your website — and, arguably more importantly, what isn’t.

A measurement plan documents the detail linking the ‘what’ and ‘how’ of the KPIs you’re concerned about with your marketing or business objectives.

As an example, if you’re looking to increase basket value, then it would be sensible to track this (and related behavioural metrics) over time. Similarly if you’re wanting more form conversions, then ensuring this is tracked, and perhaps tracked as a funnel, would be a real requirement.

Our web analytics service is comprehensive. We work with businesses across audits, code reviews, technical implementation, training and ongoing reporting. We are familiar with working across project sizes ranging from large multi-site estates through to JavaScript single page applications.

For website analytics we typically use the Google Marketing Platform suite, including Google Analytics, Tag Manager and Campaign Manager. Through our Conversion Rate Optimisation services we also use visual intelligence analytics such as heat mapping, funnel and form analysis, and scroll depth tracking. These additional insights are typically via HotJar and Visual Website Optimiser.

With our wide array of experience, underpinned by backgrounds in web development, we have been mindful to remain platform agnostic.