Web Analytics Tools for Analyzing Site Visitors
DOI:
https://doi.org/10.29038/2524-2679-2018-01-71-77Keywords:
web analytics, web analytics tools, google analytics, yandex metrika, counter, audit, usabilityAbstract
The article explains the reasons for the need to use web analytics tools to achieve business goals and increase the effectiveness of the site. The role of web analytics as an activity aimed at analysis of users of a web resource is analyzed. Despite the large number of foreign and domestic works devoted to the research of web analytics and its tools, it should be noted that scientific literature does not form an established, complete definition of this concept. Web analytics methods are defined and described. The methods provide an opportunity to create more flexible means of evaluation, and also to calculate risks based on statistical data made in the investigated environment, taking into account the time period and user behavior. In this paper, the importance of using web analytics to monitor site visitors is analyzed and substantiated. The objectives of this study were achieved through the analysis of information sources on this topic.
A comparative analysis of web analytics tools was conducted, their advantages and disadvantages are determined. The peculiarities and cases of use of analytical systems are revealed. Problems that are solved by using web analytics and its tools are outlined. The criteria of analyzing site visitors using such web analytics tools as Google Analytics and Yandex Metrics are identified. The article discusses and summarizes the strengths and weaknesses of the chosen web analytics tools.
In the process of scientific research, the following methods were used: the method of scientific generalization, the method of information analysis, generalization, comparison. The practical value of this work is a comparative analysis of web analytics tools. The obtained results and individual research provisions of the study can be used in further research on this topic.
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