Web analytics and metrics: a survey

Abstract

This is a survey paper which gives some different types of Web Analytics metrics and how the data is collected related to these metrics. As we know with the increasing need to meet customer preferences and to understand customer behavior, Web Analytics plays an important role to approach and fulfill the needs. The aim of the study is to contribute to the existing work by providing some of the key factors of change in the context of Web Analytics implementation and transition towards a data-driven analytics culture. Web Analytics has become a very important component of many web based system environment and helps in taking business decisions. This paper describes the process of Web Analytics, also the importance and the workings of summary for analytics. For the evaluation of web sites many tools and metrics are available. Basically these metrics are derived from the kind of response of the website users that tells the success of the website. Here we studied the information collected and the analysis done by various authors related to this collection. This paper will hopefully encourage a discussion and further study of Web Analytics.