What Should Web Analytics Track?

Identify Unique Visitors

To ensure data is accurate, a good tracking tool should be able to differentiate between the types of visitors that visit a site. Ways to establish this are to enable a unique login ID and first-party cookie to other, to name a few. An effective way to differentiate the difference between visitors and unique visitors is by having a tracking tool in place, which allows you to see the difference, else making traffic hard to understand.

Track All Pages

Use a tool that tracks entry and exit pages. This will help you track movement throughout the site and see key drivers. Include all log files, and page-tagging solutions to ensure all pages are being tracked accurately. When adding new pages, be sure to track them as well.

Note Differences Between Pages

Using analytics helps identify opportunities for optimization and site performance based on current data, so data needs to be accurate. With having accurate data, new optimization opportunities will reflect upon what’s happening on the site.