Web analytics is the process of collecting, measuring, and analysing data about how users interact with your website or web app — from visits and clicks to conversions and bounce rates.
Why It Matters
- Helps you understand user behaviour to improve app experience and engagement.
- Guides data-driven decisions on design, content, and marketing strategies.
- Tracks the effectiveness of campaigns, helping reduce cost per acquisition.
- Identifies friction points in user journeys, increasing conversion rates.
- Supports continuous optimisation and growth through measurable insights.
Use This Term When...
- You’re reviewing traffic, engagement, or retention data for your web app.
- During marketing performance reviews and growth planning.
- When deciding which content, features, or funnels need improvement.
- When setting up user tracking or KPIs for your MVP.
- Reporting usage insights to stakeholders or investors.
Real-World Example
In one of our projects, we set up web analytics to track user behavior, traffic sources, and conversion paths. These insights helped optimise the marketing strategy, refine user flows, and improve overall engagement on the platform.
Founder Insight
Without web analytics, you're guessing. Founders who track real user data make smarter product decisions and avoid building based on assumptions.
Key Metrics / Concepts
- Bounce Rate – Percentage of visitors who leave after viewing only one page.
- Conversion Rate – Percentage of users who complete a desired action (e.g., sign-up).
- Average Session Duration – How long users spend on your app or site.
- Traffic Sources – Where your users are coming from (organic, paid, referral, etc.).
- User Flow – Visual path users take through your app before converting or exiting.
Tools & Technologies
- Google Analytics – Most commonly used web analytics platform for traffic and behaviour insights.
- Hotjar / Microsoft Clarity – Offers heatmaps and session recordings to understand user interactions.
- Mixpanel – Focuses on product analytics with advanced segmentation and funnel analysis.
- Google Tag Manager – Helps manage and track specific user actions without code changes.
What’s Next / Future Trends
Web analytics is becoming more privacy-conscious, with a shift toward cookieless tracking, server-side analytics, and user-consented data. AI-powered insights are also making it easier for non-tech teams to act on complex data patterns.
Related Terms
App Analytics – Similar tracking focused on mobile app behaviour.
Funnel Analysis – Deep dives into how users move through key flows.
KPI (Key Performance Indicator) – Metrics tracked in analytics platforms.
SEO – Strongly linked to traffic insights in web analytics.
Content Strategy – Informed by analytics on what content performs best.
Helpful Videos / Articles / Pages
Blog: 7 Reasons to Pay Attention to Web Analytics
Blog: Understanding App Analytics Using Google Analytics and Other Tools
Blog: 10 Most Popular Mobile App Analytics Tools
Call to Action
Curious about how users really behave on your site? Schedule a session with our analytics team to uncover growth opportunities hidden in your data.