5.5. Implementing Web Analytics

Measuring arrivals, visitor activity, and departures is the lifeblood of a web business. Without this information, you can’t make smart decisions about your content, marketing, or business model. You can collect basic analytics data, such as bounce rate and visits, with just a few minutes’ work.

More advanced deployment—tracking goals, building custom segments, and tagging content—takes work, however. And if you want to use analytics for accounting data (such as daily orders) as well as for site optimization, you’ll probably have to work with the development team to extract additional information from backend databases.