How to leverage the accuracy of Web Analytics

If you are a professional or a company that seeks and needs answers to your strategic actions in digital marketing, then this article is for you!

If you have read our publication on what Web Analytics is and how it should be done, you should be familiar with the fact that Web Analytics is essential and indispensable in any digital marketing strategy. So we’ve separated 7 tips to guide you in how to leverage Web Analytics accuracy and digital success.

1. Tagging & First-Party Cookies:

Make sure you choose a tool that uses markup tags and first-party cookies to collect data, such as Google Analytics.

2. Eliminate the Bots:

Remove or create separate reports of non-human activities, such as your server’s crawlers, bots, and performance monitors.

3. Track Everything:

Do not limit your analysis to only pages and landing pages. Track all activity on your site, which will give you a greater likelihood of success in your digital marketing strategy. You can track, for example, download files, transactions, your sales funnel, clicks on love buttons (Facebook Share & Like, Twitter Follow and etc.), and Outbound links. The more detailed your tracking, the higher your return.

4. Regular audits:

Make regular on-page audits on the pages of your site, where you can look for changes in content that can positively influence your results, for corrupted pages, and for deleted or forgotten tags.

In this topic, we talk about how to do an SEO audit.

5. Do not study recent data:

It’s normal to look at the data every day in Google Analytics, but no strategic decision should be made because, with less than 24 hours of life, they are usually less accurate and may change.

6. Guarantee your parameters:

Test your URL redirects to ensure they are maintaining the appropriate parameter tracking and do not harm your data and decision-making. If they have not kept the crawl you want, consider fixing it as soon as possible.:

7. Traffic acquisition channels:

Make sure all your social media campaigns, paid media, and email marks, for example, ample are being tracked properly. Integrating with your platforms can save you a lot of work.

In this article, we have given you 7 valuable tips on how to leverage the accuracy of Web Analytics to achieve your goals. Keep in mind that the more information you gather and the more detailed your reports are, the better the performance of your digital marketing strategies.

What is Web Analytics and how should it be done?

It is notorious that digital marketing has been gaining more and more strength compared to common marketing and one of its great differentials about it is the practicality in collecting data through the work of web analytics, helping in this way, making decisions with better accuracy on the strategic actions to be carried out in the present or in the future.

What is Web Analytics?

Web Analytics in general terms is related to the study of the impact caused by the users of your website, e-commerce, or application through the process of collecting, monitoring, and analyzing the data of the navigation, traffic, or interaction of visitors, leads or customers.

In order to provide more complete content, we have chosen one of the largest and most widely used data collection tools, Google Analytics, standing out as a complete, reliable, efficient and free platform!

Data types:

The data representation through Google Analytics is done through dimensions and metrics, which are:


It is the texts that describe the item, think of them as their names, for example, title, reference source, keyword, campaign name, browser type, product name, and so on. Dimensions are located on the left side of the table.


They are the numbers associated with the dimensions, for example, number of sessions, number of users, number of pages per session, bounce rate, revenue, an average value of the cart and so on.

Key Performance Indicator:

Key Performance Indicator (KPI) by many professionals can be seen as one of the most difficult parts when it comes to devising effective online strategies, however, this difficulty comes not from the technical side but from the perspective you want to achieve with your business.

KPIs allow the professionals of your company to prioritize the strategic actions that have the most effective to achieve this goal. In digital marketing, these performance indicators will typically be linked to visitors, leads, conversions, and company revenue.

Examples of KPIs:

  • Increase in organic traffic;
  • Decrease in cost of acquisition of leads;
  • CTR (click through rate) improvement;
  • Increased ROI (Return on Investment);


Segmenting dimensions and metrics is a very important part of web analytics, making it easier to analyze KPIs, isolating the data for future analysis, such as whether you want to know the ROI that your Adwords campaign has achieved, it is necessary to isolate the amount invested in this campaign in conjunction with the revenue generated by it in its time of activity.

Construction of an analysis infrastructure:

1. Definition of a measurement plane:

  • Document business objectives;
  • Identify business strategies and tactics;
  • Choice of KPIs;
  • Choice of segments;
  • Target selection;

2. Technical documentation of infrastructure:

  • Query String Parameters;
  • Use of technologies such as Flash and AJAX;
  • Multiple subdomains;
  • Responsive design;

3. Creation of an implementation plan:

  • Deployment of Google Analytics Tag;
  • Tracking KPIs (adding meta tracking or e-commerce module);
  • The inclusion of filters;
  • Campaign tracking;
  • Simplified reports (reports for different sectors such as marketing and finance);

4. Implementation

5. Maintenance & Refinement

Infinite Improvement:

Digital marketing efforts will always be linked to data generation with this it is possible to be in progressive growth if there is a constant analysis of the work done. In order to keep advertising strategies in control and in order to increase the positive impact and reduce risk on the investment, the use of web analytics is essential in any digital action.