Practical Web Analytics for User Experience

Chapter 16

Web Analytics in the Near Future

Contents

Introduction

Mobile Application Analytics

Cross-Device Measurement

Better Measurement of On-Page Behavior

Connecting to Other Data Sources

The Continuing Dominance of Google

Things Will Keep Changing

Introduction

Web analytics should be a core competency for any UX professional working with websites or mobile applications, one of many skills in a profession where generalism is important. It behooves us to seek out data on users wherever we can and form alliances with the experts in those domains where we benefit from their skills and we help them better understand their users. Web analytics is, of course, one such domain.

Throughout this book, we have looked at the ways that the current generation ...