What Is Web Analytics, What It Is For And Main Tools?

web analytics

When we talk about Web Analytics, we deal with many forms of work. The methodologies linked to the Internet and that are most sought by companies are aimed at understanding information, defining objectives, working in groups or identifying consumer behaviour.

For this reason, more and more professional profiles specialized in digital marketing, and web analytics are in demand who can develop their knowledge in the digitized environment. In this post, we explain what web analytics consists of and what are the best tools to develop it.

What is Web Analytics, And What Is It For?

Web analytics is about understanding and interpreting data to optimize and improve results. As we told you before, it is not just about analyzing but also about having a critical vision and knowing how to interpret the information that the different tools and forms of analytics provide us, whether it is a website for an e-Commerce, a corporate site, an advertising portal or a social network.

Through web analysis, the impact of online marketing campaigns is also studied, how users behave, what are the keywords that work best or trends.

How To Choose The Best Web Analytics Tool?

The use of specialized analytical tools represents a huge advance in its development. Thanks to them you can collect information related to web pages such as user navigation, know the most important metrics to compare if the strategies work and which ones give better results in different periods of time and make complete reports to know the status of the same.

With this information, you can better understand customers and apply, based on analytics, the best actions and strategies to improve the site, the user experience and increase conversions. Statistics on how the website works and how customers behave help determine which parts are working and which ones need improvement. These tools should be used to track the keywords that are driving traffic to your site, your social channels, page performance, and trends over time.

For this, it is very important to be clear about the objectives of the strategy and choose well the metrics to be analyzed, how much time you spend analyzing the results and what are the best tools based on the objectives and the time available. In addition, it is important to test tools to know how they work and which one best suits our needs.

The Best Web Analytics Tools

Now that you know the opportunities offered by the use of web analytics tools, we will show you which ones are the best and what they are for. 

Google Analytics

Google Analytics is the most famous analytics tool in recent times. It is free and provides very detailed data on:

  • Visits
  • Unique Visitors
  • Pageviews
  • Average pages per visit
  • Average time on page
  • Geographical data and language
  • Keywords by which they access the web
  • The traffic sources through which the visitors access
  • Search engine optimization with Google Webmaster Tools
  • Know how they behave
  • Have custom reports and share them


This tool is a web analytics cloud platform that shows real-time information with intelligence associated with each client or user. In addition, it has several add-ons and customizable dashboards.

Help improve conversions by identifying opportunities in the sales funnel through the options that allow you to see how users are behaving.

In addition, the behaviour of web visitors can be studied by grouping them by characteristics and by the type of actions they perform or the device they use to enter the site. This allows the segmentation of users to study their behaviours better and know which profile converts the most. The tool also allows for A / B tests and cohort analysis.


Clicky is a real-time web analytics tool. When it comes to using it, it is more complex than Google Analytics, but its users choose it for its speed when it comes to displaying data in real-time. It shows the number of visits to a website and to each page with the details of its users. Information can also be displayed with heat maps.

Lucky Orange

Lucky Orange also allows you to track user behaviour on the web in real-time. In addition, you can access information on keywords, places in the world, most visited pages. One of the novelties is that it includes a chat through which you can invite visitors to the site; its design is easy and intuitive with options to automate the processes. This helps improve the user experience and increase sales.


This competitive intelligence tool provides web page analysis, keyword search, SEO tools, traffic metrics with strategic insight. Alexa is intended to improve the competitive advantage of the website by providing information on millions of websites and graphs that display information related to the status of the page.


Webtrends offers solutions optimized for different channels in real-time and individualized. In addition, it offers AB tests, options for personalized strategies, the creation of campaigns thanks to geotargeting, a user experience with responsive design, audience segmentation or the possibility of integrating data from any analytics site.


A perfect tool to visualize where site visitors click, focused on web optimization. CrazyEgg offers a heat map, a scroll map built on the basis of movements within the page and that allows seeing which parts of the page are most interesting for the user, a click map and information on the percentage of clicks.


Woorank is a web analytics and competitor research tool that allows you to analyze websites instantly. The interesting thing is that it offers reports on the status of a website in relation to its competition based on different parameters.

Also Read : 5 Tips To Increase Web Traffic Through The Mobile

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