Whether you are a salaried employee, freelancer, or entrepreneur, you may have some online presence to meet specific objectives: get a job, clients or sell your products and services.
If you have a website, online store, or social network, you will have realized that publishing is not enough: we have to know how our content behaves, if it reaches the users we want, and achieves our goals.
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On many occasions, we are very concerned about whether to use WordPress or Shopify, Instagram or TikTok, Google or Facebook Ads. But we forget something significant: whatever the CMS, social network, or advertising system we use, we must measure what happens with our investments, whether time or money. Web analytics is the Digital Marketing technique that all the others depend on. We should not have an online presence without controlling what happens with our visits, how users interact with our publications and reach our goals.
Web analytics consists of collecting the information that users provide when interacting with our website or social profile and then analyzing all the data to improve our business or project’s browsing experience and performance. If we have a LinkedIn profile, we want to know our publications’ reach and interaction, how many visits we receive, and how many professionals contact us. If we have a website, we want to know how many users arrive, from where, how they navigate, where they enter, where they leave, and if they send us a contact form or not.
The user experience is also known as UX (User Experience) and deals with the functionalities and the experience that the user will have within the APP, website, social network, etc. It can be applied not only to digital applications but also to physical products, administrative processes, etc., although the term has become popular due to the Internet.
Many students believe that when we talk about web analytics, we talk about tools, but tools do not make decisions. People make them. Having the data does not mean that you know what to do with it. That is why, in addition to learning the different web measurement tools and user experiences, we must make decisions based on data.
Talking about Web Analytics is not talking about metrics. It talks about the actions to be taken to improve those metrics. Knowing the different techniques of Digital Marketing is vital to learning how to take advantage of them.
How can we begin to measure our efforts on the Internet? To do it in the simplest way possible, we can use free tools, simple and available to everyone, by applying different Digital Marketing techniques.
We can use Facebook, Instagram, Tiktok, LinkedIn, or YouTube’s measurement tools to have social profiles. If we have a website or app, we will always have Google Analytics installed. It is essential to understand what happens with our newsletters and ad systems and what happens to users when they come to our website. That is why Google Analytics is a constant in all digital marketing techniques.
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