[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fanalytics":3},{"date":4,"date_gmt":4,"content":5,"coauthors":7,"class_list":9,"acf":15,"head_links":271,"breadcrumbs":272,"head":278},"2021-01-11T16:25:32",{"rendered":6},"",[8],164,[10,11,12,13,14],"post-374","page","type-page","status-publish","hentry",{"hero":16,"page_content_modules":23},{"type":17,"style":18,"image":19,"background_video_hd":19,"background_video_sd":19,"title":20,"heading":21,"intro":22,"award_logos":19,"button_text":6,"button_link":6},"standard","light",false,"Web Analytics Agency","Leading web analytics consultancy delivering transformational change","\u003Cp>Nothing prepares your brand for success better than data-driven analysis and detailed insight. Whether it’s to better understand the effect of a campaign, deep dive into the user journey, or inform your strategic decisions, working alongside a digital analytics agency is essential for today’s digital marketing landscape.\u003C\u002Fp>\n",[24,36,50,93,104,119,169,201,246,266],{"acf_fc_layout":25,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"style":-1,"layout":-1,"size":28,"container":29,"gutter":-1,"left_gutter":30,"position":31,"image":32,"image_width":33,"image_height":34,"alt":35},"banner",true,"small","11-col","outside-container","gutter","right","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F3pgKElR9-black-samsung-tablet-computer-106344-scaled.jpg?auto=compress%2Cformat&fit=crop&h=870&q=90&w=2640",2640,870,"black-samsung-tablet-computer-106344",{"acf_fc_layout":37,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"style":38,"layout":39,"heading":40,"intro":41,"cta_text":6,"cta_link":6,"columns":42,"show_steps":19,"grid_items":43},"large_column_text","blue_background","content_grid","Analytics agency services","\u003Cp>Digital analytics serves as a crucial tool for businesses, offering deep insights into website performance and user behaviour. As a web analytics agency, our expertise empowers businesses by providing a comprehensive understanding of visitor interactions, traffic sources, and conversion paths.\u003C\u002Fp>\n\u003Cp>By analysing data gathered from your digital touchpoints, we uncover actionable insights. These can be shared following a reporting cadence that works for you, giving you access to the data you need to optimise strategies across your digital channels, as and when you need it. We also offer bespoke, always-on \u003Ca href=\"\u002Fanalytics\u002Flooker-studio\u002F\">Google Data Studio reporting dashboards\u003C\u002Fa> so that key stakeholders can understand performance against KPIs at any time.\u003C\u002Fp>\n\u003Cp>As an accomplished marketing and technology company Impression offers a full spectrum of data analytics services which are designed to capture better quality data, serve better insights and put data to work in generating actionable change on your platforms. Our analytics services span both \u003Cb>marketing analytics\u003C\u002Fb> and \u003Cb>product analytics\u003C\u002Fb>.\u003C\u002Fp>\n","2",[44,47],{"text":45,"title":46},"\u003Cp>Having solid marketing analytics data is key to decision making, budget allocation and financial planning.\u003C\u002Fp>\n\u003Cp>Our \u003Ca href=\"\u002Fmedia-solutions\u002Fmeasurement\u002F\">media measurement\u003C\u002Fa> capability is designed for brands who are considering the impact of media beyond digital attribution, and are looking for guidance in setting macro budgeting decisions. This includes MMM and media testing methodologies.\u003C\u002Fp>\n\u003Cp>Digital attribution in marketing analytics is still one of the most widely used methods for campaign evaluation and also incorporates a number of marketing technologies which close the attribution loops with advertising and analytics platforms. Many of these are listed on this page below.\u003C\u002Fp>\n","Marketing analytics",{"text":48,"title":49},"\u003Cp>Measuring the effectiveness of how new prospects get on to your website is only half of the battle.\u003C\u002Fp>\n\u003Cp>Consumer behaviour, measured via product analytics, heuristic analysis, user surveys and other methods, can be altered through applying psychology principles to your website’s content, user journey and email communications.\u003C\u002Fp>\n\u003Cp>Behavioural science, as this is known, is a key feature in our digital experience services: \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">conversion rate optimisation\u003C\u002Fa>, and \u003Ca href=\"\u002Fdigital-experience\u002Fmarketing-automation\u002F\">marketing automation\u003C\u002Fa>.\u003C\u002Fp>\n\u003Cp>If your prospects aren’t converting, our team can help. Get in touch today.\u003C\u002Fp>\n","Product analytics",{"acf_fc_layout":51,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":52,"intro":53,"columns":54,"style":55,"layout":56,"grid_items":57},"linked_content_grid","Digital analytics services we offer","\u003Cp>As a web analytics agency, we offer a range of solutions to optimise your online presence and drive business growth, including:\u003C\u002Fp>\n","3","dark","left-margin",[58,62,66,70,74,77,81,85,89],{"title":59,"content":60,"link":61},"Google Analytics","\u003Cp>Google Analytics is one of the world’s leading Analytics platforms. Working with Impression means that you can access a range of analytics services from basic set-up to advanced integrations, helping you unlock the full potential of your digital data.\u003C\u002Fp>\n","\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F",{"title":63,"content":64,"link":65},"Google Analytics 360","\u003Cp>Google Analytics 360 is the go-to choice for small to medium-sized businesses, offering unrestricted access to your data with unsampled and multi-dimensional reporting.\u003C\u002Fp>\n","\u002Fanalytics\u002Fgoogle-analytics-360\u002F",{"title":67,"content":68,"link":69},"Data Studio Reporting","\u003Cp>We build bespoke Google Data Studio reports using out-of-the-box and custom integrations to provide you with all the information you need in one easy-to-access dashboard.\u003C\u002Fp>\n","\u002Fanalytics\u002Flooker-studio\u002F",{"title":71,"content":72,"link":73},"SPA\u002FJavaScript Sites & GA","\u003Cp>Using analytics solutions can sometimes be hindered by web technologies such as Javascript Single Page Applications (SPA). As a \u003Ca href=\"\u002Fanalytics\u002Fgoogle-analytics-consultancy\u002F\">Google Analytics agency\u003C\u002Fa>, we provide specialist data and analytics consultants to help you navigate these challenges and make the most out of your data.\u003C\u002Fp>\n","\u002Fanalytics\u002Fjavascript-analytics\u002F",{"title":75,"content":76,"link":6},"Offline Conversion Tracking","\u003Cp>If your customer journey often takes place offline, it can often be difficult to track the outcome back to the channel that originally drove the lead. This broken link is often overlooked but can provide ad platforms with valuable information for ad optimisation. Our team if analytics consultants can work with you to close the attribution loop and connect the dots of your marketing efforts.\u003C\u002Fp>\n",{"title":78,"content":79,"link":80},"Google Tag Manager","\u003Cp>Our team of Marketing Technology specialists are Google Tag Manager experts with extensive experience implementing server side tracking solutions. Our team can help you optimise, maintain and manage your GTM container and ensure it’s using the latest marketing technology available.\u003C\u002Fp>\n","\u002Fanalytics\u002Fgoogle-tag-manager\u002F",{"title":82,"content":83,"link":84},"Conversion Rate Optimisation (CRO)","\u003Cp>With better insights come opportunities to increase conversion rates and make more of your existing traffic. Find out more about our specialist \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO services\u003C\u002Fa>.\u003C\u002Fp>\n","\u002Fcro\u002F",{"title":86,"content":87,"link":88},"Google Analytics Training","\u003Cp>As part of our analytics services, we can help you get the most out of your data with bespoke Google Analytics training from our expert web analytics consultants. We’ll deliver on-site or remotely to you and your team.\u003C\u002Fp>\n","\u002Fanalytics\u002Fanalytics-training\u002F",{"title":90,"content":91,"link":92},"App Analytics","\u003Cp>We work with app analytics and app measurement software solutions, including ‘Google Analytics for Firebase’, and a number of mobile measurement providers.\u003C\u002Fp>\n","\u002Fanalytics\u002Fapp-analytics\u002F",{"acf_fc_layout":94,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"style":55,"layout":56,"testimonials":95},"testimonials",[96,102],{"quote":97,"logo":98,"logo_width":99,"logo_height":99,"author":100,"byline":101},"\u003Cp>We're really pleased we were able to clearly demonstrate the value and contribution of our social advertising efforts via incrementality testing. When relying solely on web analytics acquisition data, the value was difficult to see, however through structured testing, we have been able to illustrate its value - likely driving double-digit percentage points of our revenue.\u003C\u002Fp>\n","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FNorse.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640","640","Helen Astroulakis","Digital Campaign Manager, Norse Atlantic Airways",{"quote":103,"logo":98,"logo_width":99,"logo_height":99,"author":100,"byline":101},"\u003Cp>Senior stakeholders at Norse are now more aware of paid social’s advertising effectiveness and we'll continue to invest in this channel based on test results, whilst we work towards a more robust media measurement solution.\u003C\u002Fp>\n",{"acf_fc_layout":105,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":106,"intro":107,"layout":108,"accordion":109},"text_accordion","Our approach to digital analytics","\u003Cp>We believe that nothing prepares your business better for marketing success than having complete access to data. Our clients benefit from best-in-class analytics thanks to our web analytics consultants, whose work ranges from basic setups to advanced integrated solutions.\u003C\u002Fp>\n\u003Cp>Impression works collaboratively with your internal team, making sure that the data we provide is genuinely useful to your business. This means we often provide custom or bespoke solutions and advise on less common integrations, such as integrating your internal CRM, analytics programmes, or ecommerce management platforms.\u003C\u002Fp>\n","text_left",[110,113,116],{"title":111,"text":112},"Back to basics","\u003Cp>We work with you to ensure your current implementation is set up properly and that everything that should be tracked, is tracked.\u003C\u002Fp>\n",{"title":114,"text":115},"Analytical approach","\u003Cp>By understanding your business – including profitability, aspirations and audience – we help you build out analytical frameworks to give you tangible, usable insights for your business.\u003C\u002Fp>\n",{"title":117,"text":118},"Intelligent growth","\u003Cp>We help you build out your analytics capabilities using out-of-the-box solutions, bespoke integrations and custom APIs to give you access to valuable data insights.\u003C\u002Fp>\n",{"acf_fc_layout":120,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":121,"cta_text":122,"cta_link":123,"case_studies":124},"case_studies","Digital analytics case studies","View our work","\u002Four-work\u002F",[125,145,158],{"id":126,"title":127,"industries":128,"services":130,"clientName":136,"clientLogo":137,"clientLogoWidth":138,"clientLogoHeight":139,"colour":140,"fontColour":55,"image":141,"imageWidth":142,"imageHeight":143,"to":144},25104,"Integrated digital strategy achieves 600% increase in sales for new Airline ",[129],"Travel",[131,132,133,134,135],"Analytics","CRO","Paid Media","SEO","Strategy","Norse Atlantic Airways Integrated","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FNorse-Blue.svg",200,60,"#e0e7ee","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F09\u002FNorse-Incrementality2.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892",768,458,"\u002Four-work\u002Fnorse-atlantic-airways-strategy\u002F",{"id":146,"title":147,"industries":148,"services":150,"clientName":152,"clientLogo":153,"clientLogoWidth":138,"clientLogoHeight":154,"colour":155,"fontColour":18,"image":156,"imageWidth":142,"imageHeight":143,"to":157},24430,"185% increase in revenue over 5-year partnership",[149,129],"Automotive",[131,151,133,134,135],"Digital PR","Lotus Car Rental CS","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FLotus.svg",56,"#31313a","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F09\u002FLotus-Car-Rental_CS.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Flotus-car-rental-client-success\u002F",{"id":159,"title":160,"industries":161,"services":162,"clientName":164,"clientLogo":165,"clientLogoWidth":138,"clientLogoHeight":139,"colour":166,"fontColour":18,"image":167,"imageWidth":142,"imageHeight":143,"to":168},29465,"Incrementality test proves the value of social media advertising ",[129],[163],"Measurement","Norse Atlantic Airways Incrementality","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FNorse-White.svg","#1b4869","https:\u002F\u002Fimages.impression.co.uk\u002F2024\u002F07\u002FNorse-Incrementality.png?auto=compress%2Cformat&fit=crop&h=1000&q=90&w=1892","\u002Four-work\u002Fnorse-atlantic-airways-incrementality\u002F",{"acf_fc_layout":170,"reduced":26,"top_overlap":27,"bottom_underlap":171,"disable_observer":-1,"heading":172,"faqs":173},"faqs","none","FAQs",[174,177,180,183,186,189,192,195,198],{"title":175,"text":176},"What is web analytics?","\u003Cp>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.\u003C\u002Fp>\n\u003Cp>This data helps businesses make informed decisions to improve their online presence, enhance user experience, and achieve their goals.\u003C\u002Fp>\n",{"title":178,"text":179},"How can better web analytics help me?","\u003Cp>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. \u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n",{"title":181,"text":182},"What’s the benefit\u002Fvalue of an Analytics project(s)?","\u003Cp>Without a measurement plan, or a \u003Ca href=\"\u002Fdigital-experience\u002Fcro\u002F\">CRO testing\u003C\u002Fa> 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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n",{"title":184,"text":185},"Why select Impression as your Analytics Agency?","\u003Cp>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. \u003C\u002Fp>\n\u003Cp>Working with Impression, you’re not just getting the experience and knowledge of one person, but an entire web analytics agency.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n",{"title":187,"text":188},"Does it matter which web analytics platform I currently use?","\u003Cp>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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n",{"title":190,"text":191},"I already have web analytics, what else can I track?","\u003Cp>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.\u003C\u002Fp>\n",{"title":193,"text":194},"What is a Measurement Plan?","\u003Cp>A \u003Ca href=\"\u002Fblog\u002Fimpressions-modern-measurement-series\u002F\">measurement\u003C\u002Fa> plan documents the detail linking the ‘what’ and ‘how’ of the KPIs you’re concerned about with your marketing or business objectives.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n",{"title":196,"text":197},"What’s included in your Analytics service?","\u003Cp>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.\u003C\u002Fp>\n",{"title":199,"text":200},"What web analytics tools do you use?","\u003Cp>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.\u003C\u002Fp>\n",{"acf_fc_layout":202,"reduced":26,"top_overlap":203,"bottom_underlap":171,"disable_observer":-1,"heading":204,"cta_text":205,"cta_link":206,"items":207},"related_module","large","Digital analytics-related resources","See all articles","\u002Fblog\u002F",[208,221,235],{"type_key":209,"title":210,"excerpt":-1,"to":211,"postedAt":212,"readingTime":213,"image":214,"authors":215,"category":219},"webinars","Powering Performance with Google Analytics 4","\u002Fresources\u002Fwebinars\u002Fpowering-performance-with-google-analytics-4\u002F","2024-07-15T13:10:56",0,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F04\u002FGoogle-Analytics-4-2023.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[216],{"name":217,"image":218},"Matthew Ahern","https:\u002F\u002Fimages.impression.co.uk\u002F2022\u002F04\u002FMatthew-Ahern_New2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":220,"name":163},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F",{"type_key":222,"title":223,"excerpt":224,"to":225,"postedAt":226,"readingTime":227,"image":228,"authors":229,"category":233},"post","The purpose of blogs: Showcasing value in Google Analytics 4","\u003Cp>The purpose of blogs is often questioned – even in the most digitally savvy companies. Is blogging just about raising brand awareness and educating your target audience? Or can a company blog drive meaningful revenue? Criticisms levelled at blogs abound in the C-suite. It is common to hear assertions that they are a waste of […]\u003C\u002Fp>\n","\u002Fblog\u002Fpurpose-of-blogs-showcasing-value-ga4\u002F","2026-08-25T09:57:15",18,"https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F11\u002Fdiego-ph-fIq0tET6llw-unsplash-1.jpg?auto=compress%2Cformat&fit=crop&h=300&q=90&w=750",[230],{"name":231,"image":232},"Jonathan Theuring","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002F6bhGbuWP-Jonathan-Theuring.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":234,"name":134},"\u002Fblog\u002Fcategory\u002Fseo\u002F",{"type_key":222,"title":236,"excerpt":237,"to":238,"postedAt":239,"readingTime":240,"image":6,"authors":241,"category":245},"7 Sneaky Google Analytics Features Which Are Often Overlooked","\u003Cp>The “out of the box” installation of Google Analytics provides a fantastic base from which to monitor website performance. However, there are a number of small yet effective configurations which can be applied to an account in order to make more sense of the data and generally use the platform to greater effect. Google Analytics […]\u003C\u002Fp>\n","\u002Fblog\u002Foverlooked-google-analytics-features\u002F","2025-07-04T10:19:56",6,[242],{"name":243,"image":244},"Sean Burton","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F05\u002FIm7Vgp4j-Sean-Burton.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":220,"name":163},{"acf_fc_layout":247,"reduced":26,"top_overlap":27,"bottom_underlap":27,"disable_observer":-1,"heading":248,"style":249,"cta_link":250,"cta_text":251,"services":252},"related_services","Related services","blue","\u002Fdigital-marketing\u002F","See all digital marketing services",[253,257,260,264],{"title":254,"link":255,"description":256},"Digital Marketing Strategy","\u002Fdigital-marketing\u002Fstrategy\u002F","Expert consultancy to guide your digital strategy & transformation, leveraging advanced analytics across earned, owned and paid media.",{"title":258,"link":250,"description":259},"Digital Marketing Services","Award-winning digital marketing services from the team at Impression, where we deliver exceptional results by combining creative expertise with data-driven insights.",{"title":261,"link":262,"description":263},"Media Measurement","\u002Fmedia-solutions\u002Fmeasurement\u002F","Our approach to total media mix measurement helps you put your resources to work in the best way possible, to unlock real business growth.",{"title":90,"link":92,"description":265},"With our App Analytics services, you can understand your marketing effectiveness, drive growth and enhance user satisfaction",{"acf_fc_layout":267,"reduced":26,"top_overlap":171,"bottom_underlap":171,"disable_observer":-1,"heading":268,"title":269,"intro":270},"form_cta","Find out what our web analytics consultants can do for your business","Talk to an expert","\u003Cp>Fill out the form, give us a call or drop us an email. We look forward to hearing from you.\u003C\u002Fp>\n",[],[273,276],{"path":274,"name":275},"\u002F","Home",{"path":277,"name":131},null,{"title":279,"script":280,"meta":419,"link":462},"Analytics Agency | Web Analytics Consulting Services",[281],{"type":282,"key":283,"innerHTML":284},"application\u002Fld+json","yoast-json-ld",{"@context":285,"@graph":286},"https:\u002F\u002Fschema.org",[287,298,307,319,386],{"@type":288,"@id":289,"url":289,"name":279,"isPartOf":290,"datePublished":292,"dateModified":293,"description":294,"breadcrumb":295,"inLanguage":297},"WebPage","https:\u002F\u002Fwww.impressiondigital.com\u002Fanalytics\u002F",{"@id":291},"https:\u002F\u002Fwww.impressiondigital.com\u002F#website","2021-01-11T16:25:32+00:00","2026-08-25T10:02:52+00:00","Our expert web analytics consulting services offer the insight and analysis you need to make more strategic, better-informed decisions.",{"@id":296},"https:\u002F\u002Fwww.impressiondigital.com\u002Fanalytics\u002F#breadcrumb","en",{"@type":299,"@id":296,"itemListElement":300},"BreadcrumbList",[301,305],{"@type":302,"position":303,"name":275,"item":304},"ListItem",1,"https:\u002F\u002Fwww.impressiondigital.com\u002F",{"@type":302,"position":306,"name":131},2,{"@type":308,"@id":291,"url":304,"name":309,"description":6,"publisher":310,"inLanguage":312,"potentialAction":313},"WebSite","Impression",{"@id":311},"https:\u002F\u002Fwww.impressiondigital.com\u002F#organization","en-GB",{"@type":314,"target":315,"query-input":318},"SearchAction",{"@type":316,"urlTemplate":317},"EntryPoint","https:\u002F\u002Fwww.impressiondigital.com\u002Fsearch?q={search_term_string}","required name=search_term_string",{"@type":320,"@id":311,"name":309,"url":304,"logo":321,"image":327,"sameAs":328,"@context":332,"email":333,"foundingDate":334,"legalName":335,"vatID":336,"description":337,"telephone":338,"address":339,"location":346,"areaServed":379},"Organization",{"@type":322,"inLanguage":312,"@id":323,"url":324,"contentUrl":324,"width":325,"height":326,"caption":309},"ImageObject","https:\u002F\u002Fwww.impressiondigital.com\u002F#\u002Fschema\u002Flogo\u002Fimage\u002F","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F06\u002FA5LuTDrq-Impression_Wordmark.png",920,176,"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FFAVxDeOS-Nottingham.jpg",[329,330,331],"https:\u002F\u002Fwww.linkedin.com\u002Fcompany\u002Fimpression-digital-limited","https:\u002F\u002Fwww.facebook.com\u002Fimpression\u002F","https:\u002F\u002Fwww.instagram.com\u002Fimpressiontalk\u002F","https:\u002F\u002Fwww.schema.org\u002F","hello@impressiondigital.com","2012-11-07","Impression Digital Limited","GB186363774","Impression is an award-winning digital marketing agency based in the UK and USA. We offer SEO agency, PPC agency, Digital PR agency and Analytics services to companies of all sizes across the UK, North America, Europe and beyond. Get in touch with us if you think we can work together.","01158 242 212",{"@type":340,"streetAddress":341,"addressLocality":342,"addressRegion":343,"postalCode":344,"addressCountry":345},"PostalAddress","Fothergill House, 16 King Street","Nottingham","Nottinghamshire","NG1 2AS","United Kingdom",[347,356,368],{"@type":348,"name":349,"geo":350,"address":354,"photo":327,"telephone":355},"Place","Impression Digital - Nottingham",{"@type":351,"latitude":352,"longitude":353},"GeoCoordinates","52.95501401025914","-1.1494887460285232",{"@type":340,"streetAddress":341,"addressLocality":342,"addressRegion":343,"postalCode":344,"addressCountry":345},"+44 01158 242 212",{"@type":348,"name":357,"geo":358,"address":361,"photo":366,"telephone":367},"Impression Digital - London",{"@type":351,"latitude":359,"longitude":360},"51.50237208377361","-0.09229841534284115",{"@type":340,"streetAddress":362,"addressLocality":363,"addressRegion":364,"postalCode":365,"addressCountry":345},"201 Borough High St","Southwark","London","SE1 1JA","https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F04\u002FwD0pPVWz-London.jpg","+44 020 7112 8148",{"@type":348,"name":369,"geo":370,"address":373},"Impression Digital - New York",{"@type":351,"latitude":371,"longitude":372},"40.726722746949","-74.00527778220652",{"@type":340,"streetAddress":374,"addressLocality":375,"addressRegion":376,"postalCode":377,"addressCountry":378},"160 Varick St","New York","NY","10013","USA",[380,383,385],{"@type":381,"name":382},"Country","Worldwide",{"@type":381,"name":384},"GBR",{"@type":381,"name":378},{"@type":387,"mainEntity":388,"@id":418,"url":289},"FAQPage",[389,394,397,400,403,406,409,412,415],{"@type":390,"name":175,"acceptedAnswer":391},"Question",{"@type":392,"text":393},"Answer","\u003Cp>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.\u003C\u002Fp>\n\u003Cp>This data helps businesses make informed decisions to improve their online presence, enhance user experience, and achieve their goals.\u003C\u002Fp>",{"@type":390,"name":178,"acceptedAnswer":395},{"@type":392,"text":396},"\u003Cp>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. \u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>",{"@type":390,"name":181,"acceptedAnswer":398},{"@type":392,"text":399},"\u003Cp>Without a measurement plan, or a \u003Ca href=\"https:\u002F\u002Fwww.impressiondigital.com\u002Fdigital-experience\u002Fcro\u002F\">CRO testing\u003C\u002Fa> 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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>",{"@type":390,"name":184,"acceptedAnswer":401},{"@type":392,"text":402},"\u003Cp>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. \u003C\u002Fp>\n\u003Cp>Working with Impression, you’re not just getting the experience and knowledge of one person, but an entire web analytics agency.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>",{"@type":390,"name":187,"acceptedAnswer":404},{"@type":392,"text":405},"\u003Cp>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.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>",{"@type":390,"name":190,"acceptedAnswer":407},{"@type":392,"text":408},"\u003Cp>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.\u003C\u002Fp>",{"@type":390,"name":193,"acceptedAnswer":410},{"@type":392,"text":411},"\u003Cp>A \u003Ca href=\"https:\u002F\u002Fwww.impressiondigital.com\u002Fblog\u002Fimpressions-modern-measurement-series\u002F\">measurement\u003C\u002Fa> plan documents the detail linking the ‘what’ and ‘how’ of the KPIs you’re concerned about with your marketing or business objectives.\u003C\u002Fp>\n\u003Cp>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.\u003C\u002Fp>",{"@type":390,"name":196,"acceptedAnswer":413},{"@type":392,"text":414},"\u003Cp>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.\u003C\u002Fp>",{"@type":390,"name":199,"acceptedAnswer":416},{"@type":392,"text":417},"\u003Cp>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.\u003C\u002Fp>","https:\u002F\u002Fwww.impressiondigital.com\u002Fanalytics\u002F#faqpage",[420,422,425,428,431,433,435,437,439,442,444,447,450,453,456,459],{"name":421,"content":294},"description",{"name":423,"content":424},"robots","index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1",{"property":426,"content":427},"og:locale","en_GB",{"property":429,"content":430},"og:type","article",{"property":432,"content":279},"og:title",{"property":434,"content":294},"og:description",{"property":436,"content":289},"og:url",{"property":438,"content":309},"og:site_name",{"property":440,"content":441},"article:publisher","https:\u002F\u002Fwww.facebook.com\u002Fimpression",{"property":443,"content":293},"article:modified_time",{"property":445,"content":446},"og:image","https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F06\u002FABFPXguH-Opengraph-BLUE.jpg?auto=compress%2Cformat&q=90",{"property":448,"content":449},"og:image:width",1200,{"property":451,"content":452},"og:image:height",630,{"property":454,"content":455},"og:image:type","image\u002Fjpeg",{"name":457,"content":458},"twitter:card","summary_large_image",{"name":460,"content":461},"twitter:site","@impressiontalk",[]]