Web Analytics Agency

Web analytics refers to the process of measuring, collecting, analysing, and reporting web data to understand and optimise web usage. It involves tracking various metrics, such as website traffic, user behaviour, and engagement, to gain insights into how users interact with a website.

This data helps businesses make informed decisions to improve their online presence, enhance user experience, and achieve their goals.

Web analytics help you to understand your users and how they interact with your site. Better web analytics means better data, and better data means you can make better, more profitable, decisions based on the needs of your consumers.

Many web developers will place a basic Google Analytics tracking code on your website, or you may 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 a greater understanding of your user, and their journey. With our web analytics services, you gain access to a comprehensive range of data to enhance your decision-making.

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 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. This allows you to balance your channel investments and ongoing advertising, design, development and testing budgets to deliver the best ROI.

Impression’s accredited analytics consultancy 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, for example). However we also have analytics and technology experience across Bloomreach, Hubspot, Ometria, Emarsys, Klaviyo, all social network ad managers and more.

Working with Impression, you’re not just getting the experience and knowledge of one person, but an entire web analytics 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 inflexible websites, 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 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 want more form conversions, then ensuring this is tracked, and perhaps tracked as a funnel, would be a real requirement.

Our web analytics services are 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.