Web Analytics represents measurement, retrieval, analysis and reporting of internet data in order to understand and optimize the web usage.
A Web analytics tool is not just a component for measuring website traffic; it can also be used as a tool for business and market research. Its application can help companies to measure the results of traditional print advertising campaigns by estimating how the traffic to the website changed after the launch of these campaigns. Web analytics tools can also provide data on the number of visitors, page views, etc. to measure the traffic and popularity trends.
Moreover, Web Analytics tools measure a visitor's journey through a defined website. This includes driving elements and conversions; for example, which landing pages encourage people to make a purchase. They also measure the performance of the website in a commercial context. This data is typically compared against key performance indicators and used to improve a web site or marketing campaign's audience response.
Engage can be integrated with on-site Web Analytics tools such as Google Analytics, and Lotame.
Important note: Before using Web Analytics tools, make sure that they are installed properly on the website that is going to be tracked. These tools often require parameters to be set on your tracked website.
Once those tools are up and running, it’s possible to link them to Engage via the Configuration.
Note for Marigold Engage only customers : please contact Marigold for all setup and settings stored or configured in the Campaignenvironment.
