Web analytics goes far beyond measuring, collecting, analysing and reporting data. It’s also a useful tool for assessing, understanding and optimising web usage and a website’s effectiveness. Robust web analytics frameworks are a vital part of delivering successful digital campaigns. It helps companies measure PR campaigns, including traditional print and broadcasting advertising campaigns. Measuring changes in website traffic during a PR campaign and quantifying the number of visitors and page views makes it possible to gauge volume and impact.
Today, hundreds of metrics can be used to assess impact – reach, viewing opportunities, sign-ups, registration, shares, links back to the site – but which are the most appropriate?