When we talk of web analytics, it can be looked at as “the process of analyzing the behaviour visitors to a web site”(Techtarget, 2015). The use of web analytics eventually pave the way for businesses to attract more visitors, continue to hold, or attract new clients for goods or services, in order to persuade them to spend more on their products or services. The following paragraphs defined and discussed goals, events, and key performance indicators(KPI) as elements of web analytics.
Goals: Goals can be looked at as specific strategies a business will leverage to accomplish it specifics objectives. Therefore it is essential for any website or online campaign to set clear and practical goals for the success of the business. These goals will definitely be used to measure the performance or achievement of the website or campaign and are extremely important to keep in existence the focus within online activities. Different industries may have different goals but the end result is that the action ends up generating revenue for the company. Furthermore, the goal of a website is also a way for businesses to set a platform that motivate visitors to perform. Examples of goal includes; track comments which can help in engaging visitors
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These events are sometimes called microconversions and analyzing each step in the event is known as funnel analysis which is essential to understanding where any problem in conversion process could be or may arise. Although clicks visitors landed on a site may not follow order, these clicks are all called click paths. These clicks may start from conversion until persuasion. Examples of event includes; “downloading a file, viewing of a flash video, and clicking on an image or a link”(optimizessmart.com, 2015). Another indicator that can ultimately helps a business to achieve its goal is key performance