Part of Web Analytics is computation, investigation, and the compilation of data for the enhancement of a web site. With Analytics, there are two categories - Onsite and Offsite Web Analytics. â€Onsite Web Analytics: Refers to the measurement of the end user’s tour of the website. This method of analysis computes the performance of the website based on a profitable framework. Data collected when the user is on the site is tracked and charted. After many users are on the site, trends appear †and changes can be made to the site to funnel the stream of users in a direction. â€Offsite Web Analytics: Can be used to measure how a site's competition is doing, the number of links directing users to the site. Offsite Web Analytics also plays a large role in advertising. How much a website should spend on advertising can vary depending on how much traffic the advertising is bringing in. For many years Web Analytics was primarily considered the study and engineering of Onsite statistics. These days there are SEO professionals who produce tools which cover both the groupings. Web Analytics Approaches Tribulation through cookies: Until recently, SEO professionals have used several forms of cookie tracking. This presents a privacy issue. Many users are becoming more informed about their privacy on the web, and do not want 3rd party sites tracking their cookies. Understandably, many users do not want someone knowing all of the sites that they visit, so they choose to block the 3rd party cookie trackers. Web sites that want to stay ahead of this problem can opt to not use a 3rd party cookie tracker that shares it's information across many websites. Another problem is when users delete their cookies. Thus rendering cross-site cookie tracking less credible. As more user block cross-site cookie tracking, it is becoming less-useful of a tool. Exclusive landing pages Having unique landing pages is an accurate way to track the activity for two categories. When used in advertising; two unique landing pages for two separate ads can show which ad performs better than the other. Another excellent use for unique landing pages is to have half of your user base split between two homepages. Changes can be made to one to see if those changes increase traffic, sales, or sign-ups. Secure diagnostic metering The two Web Analytic approaches mentioned above are imprecise and insecure methods with the vital issues of being susceptible to exploitation. These issues are dealt with time and again on paper, but have never been employed and as such, they are retained because of the engineering communities’ deficiency of interest or possibly due to the profits from the present circumstances to the website owners. The alternative is for web developers to stop focusing on what other sites users travel to, and increasing the efforts to streamline their own site. SEO Suites that give this information without tracking the user across many sites will become more powerful as users become more privacy conscious. Unique landing pages create the problem of being time consuming and ineffective over time. While an excellent sales pitch †SEO engineers know that it is snake oil.
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