Web analytics measure, collect, and analyze internet data to produce web traffic reports, which help optimize website usage.  Originally web traffic reports were primarily based on the number of requests serviced by the web server or hits, obtained from the web server log files. Page views and sessions were introduced next to more accurately measure the web traffic. Though these parameters are still mentioned in web analytics reports, these lack the precision needed in the present scenario.

With web proxies and dynamic IP addresses, search engine spiders/robots, it was increasingly difficult to measure the number of human visitors to a website. To overcome these constraints, a second data collection method is being used known as page tagging. Some of the advantages of page tagging over log file analysis method are web traffic count starts on opening a page, additional information can be collected about events including those which do not generate a server request, assigns cookies to uniquely identify visitors. Nowadays many vendors are available who provide web analytic service in a cost-effective way, employing both methods.

One web traffic analytic service that has become increasingly popular because of its many plus-points is Google Analytics at analytics.google.com.

This hosted service is free though signup is necessary (can be done through a Gmail account). The web traffic tracking method used is cookies via JavaScript. To understand why Google Analytics is so highly favored as a web traffic analysis tool, let us review the requirements of people who use the reports generated from it. E-business managers, marketers, webmasters and web site owners need information about conversion rates, website interface quality and several other factors on which decisions can be based for further technological investment. Thus accuracy and precision are the two overriding factors for a successful web traffic analysis. Knowing the web traffic trends of your website will help you to take proper decisions.

Google Analytics with its highly customizable user interface, key data visibility, performance context comparability, segmentation options, better page level reporting, etc., can provide you with all the critical information of your website traffic that you may need to base your corporate decisions on enhancing the SEO value.

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