Web & App Analytics
Stephen Tracy | analythical.com | Copyright 2021
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What is it?
Web / App analytics is the process of tracking and reporting
engagement on your website or mobile app, with the purpose of
understanding how to improve / optimize the end-user experience
and/or how to better convert prospects.
Stephen Tracy | analythical.com | Copyright 2021
How does it work?
Data is processed Data is reported
Tags fire on your
Embed tracking and transformed within analytics
website / app and
code in website / (i.e. from log level tool for
information is
app data to readable visualizations and
logged
metrics) analysis
There are a number of tools that also offer codeless analytics implementation, where you don’t need
to embed any tracking code within your website or app to start tracking events. Codeless tracking,
though faster and easier to setup, has a number of limitations and is generally viewed as less robust
than code-based implementation.
Stephen Tracy | analythical.com | Copyright 2021
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How does it work?
Embed tracking
code in website /
app
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How does it work?
Tags fire on your
website / app and
information is Analytics
logged Visitor / User Interaction Tag
Server
Stephen Tracy | analythical.com | Copyright 2021
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How does it work?
Data is processed
and transformed
(i.e. from log level
data to readable
metrics)
Stephen Tracy | analythical.com | Copyright 2021
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How does it work?
Data is reported
within analytics
tool for
visualizations and
analysis
Screenshot: Google Analytics
Stephen Tracy | analythical.com | Copyright 2021
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Key Features
Reporting & Analysis Drill Custom Event Segmentation & Conversion
Visualization Paths Tracking Cohort Analysis Tracking
Tracking and Ability to carry out Tracking of custom Creation of customer Tracking of conversion
reporting of web / deep dive analysis events / interactions segments and cohorts for outcomes, such as
app interactions and drill down into analysis sales
your data
Stephen Tracy | analythical.com | Copyright 2021
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Common Use-Cases
Website / App User Journey / Audience / Content
Experience Path Analysis Cohort Optimization &
Analysis Analysis Ideation
Stephen Tracy | analythical.com | Copyright 2021
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Common Metrics Web App
USERS / SESSIONS TIME
VISITORS SPENT
The total number of The total number of user The total or average time
users or visitors to your sessions to your website spent on either your
website or app over a or app (i.e. 1 user can website/app or a
specified period of time. have multiple sessions). page/section within it.
BOUNCE EVENTS DAU / MAU
RATE
The percentage of An event occurrence, Daily active users divided
visitors who viewed a such as a button click / by monthly active users,
single page on your tap or page scroll. which is a common
website. measure of app stickiness
Stephen Tracy | analythical.com | Copyright 2021
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Benefits vs Limitations
Benefits Limitations
➔ Many web and app analytics tools have ➔ When you shift to paid plans, pricing for
evolved over the years to become fairly some tools can get expensive fast
intuitive and user-friendly ➔ Although not required, a highly customized
➔ If used in the right way, the data you get implementation can be complex, time
from web /app analytics is very actionable consuming and expensive, for which you will
and can drive a high ROI need either in-house capabilities or will need
➔ Support for a wide range of use-cases and to engage an external implementation
insights related needs consultant.
➔ Many of the leading industry tools offer ➔ To get the most out of web / app analytics,
freemium plans, allowing you to trial their you really do need to have ongoing support
platform before you invest (i.e. someone who can implement new
tracking events, debug issues, etc), either
in-house or through a partner.
Stephen Tracy | analythical.com | Copyright 2021
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Some Tools
Entry Price Point for
Tool URL Free Version Trial Option
Paid Plan
Google Analytics https://analytics.google.com/ Yes N/A $$$
Firebase https://firebase.google.com/ Yes N/A $
Mixpanel https://mixpanel.com/ Yes Yes $$
Amplitude https://amplitude.com/ Yes Yes $$
Heap https://heap.io/ Yes Yes $$$
Adobe Analytics https://business.adobe.com/ No No $$$
Stephen Tracy | analythical.com | Copyright 2021
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