Chapter 7: Measuring Success Through Web Analytics
By now, you already know the importance of measuring your digital marketing campaigns' impact on your bottom line. Indirectly, one metric that can be revealing (although simplistic) is the amount of traffic (visits) your website is getting. So, one of the first things you do when launching a new website is set up some way to collect information about those visits. That is called web analytics, and it allows the collection, reporting, and analysis of website data and related digital marketing campaigns.
There are countless web analytics solutions you can implement, many proprietary and some open source. It's common practice among digital marketing professionals to use external web analytics solutions ...
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