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Why is Web Analytics for Small Businesses Crucial?

Adriaan Brits



Through web analytics software, businesses can gather valuable information about their consumers to improve their website’s performance. It can also help them develop effective marketing strategies.

Web analytics software can help website owners collect and analyze data about their visitors. It can then be used to make informed decisions regarding their customers’ behavior. Having the data can also help them improve their search engine optimization efforts.

Improving a website’s ranking always means implementing search engine optimization. This process can help teams boost their visibility and attract more potential customers. However, it is not always easy to implement analysis tools for keyword research. For instance, if a page has a high bounce rate, it might be because the end-users are not looking for the exact keywords that the page is about.

The average bounce rate for websites is 61% — Source: Orbit Media

You can experiment with web analytics tools to see how they can help you reach your marketing goals. They can also help you expand your reach on social media and improve the traffic to your website. One of the most important factors that web analytics can help you measure is your site’s performance. A key performance indicator can be used to measure your company’s progress.

The key metrics that can be collected by web analytics software include the number of people who visited a landing page and the retention rate of those visitors. You can also test the accessibility and performance of a website using tools like this. A/B testing allows teams to collect data on a website’s functionality and theme.

Below, I will share with you the reasons web analytics can help you build a successful business and why using such a tool is necessary.

Understanding your visitors

Whether you run a small or large business, knowing your customer is the key to success. In today’s world, where most consumers spend a significant portion of their time online, you cannot ignore web analytics.

Tracking various metrics on your site/app can help you know more about the visitors and prospective customers. Knowing more about them will help you provide the best products and services, which is the key to success for any business.

Wondering what kind of stats web analytics tool can provide you with?


Device usage:

The right web analytics tool can let you know whether your online visitors use smartphones, tablets, or computers. Accordingly, you can optimize your website and content to increase the conversion rate.

Location and language:

Knowing the proficient language of your visitors and their location can help you serve them better and optimize your marketing efforts so that you get more visitors from those geographies.

Bot score:

Some web analytics tools also give you an understanding of the audience quality. Checking the bot percentage gives you a clear view on how your paid and organic marketing campaigns are performing.

Even by knowing these three metrics, you can boost your business’s bottom line and increase its chances of surviving and thriving.

My personal recommendation for web analytics is Finteza. It is a powerful tool that can analyze and monitor various aspects of your website, such as traffic, conversions, and advertising campaigns. It allows you to see immediately if your money is being used properly.

Identifying the most engaging pages on your site

Most small businesses these days need to create content online, whether it is through blog posts, the company’s about us page, or recent developments to garner more visitors. However, randomly creating different pieces of content and hoping that something clicks is not a viable business strategy.

Using a web analytics tool, you can know which content is most liked by your prospective customers, and you can focus more on creating engaging pages that will ultimately increase your visitors and your customers.

SEO campaigns planning

Seo or search engine optimization is a necessity for most small businesses. Search engine traffic can help you gain new customers and build a new revenue stream. By using web analytics tools, you can easily optimize your Seo campaigns by:

Reducing bounce rate:

Analytics tools will help you discover which pages the visitors are interested in reading. You can improve those pages and reduce the bounce rate, which will ultimately help you rank higher and gain more visitors.

Detecting keywords:

Every website targets a few keywords. However, search engines often rank them for some other closely related keywords which the website wasn’t targeting in the first place. You can discover these keywords and optimize your website by monitoring web analytics, resulting in more visitors and customers.


By performing these two tasks, you can improve your SEO campaign, which will help your business grow and gain new customers.

I can recommend checking your current SEO rankings with UpCity, which gives you a free checkup:

SEO Report Card sample — source: UpCity

Proving the viability of business model

Using web analytics, you can monitor the conversion rate and the revenue you are making per customer. Most web analytics tools allow you to enter goals and track purchases.

Once you do so, you will have metrics like earnings per visitor, conversion rate, etc. These will help you prove the viability of your business model when you’re just starting.


Most small businesses’ primary risk is that they rely only on a single traffic source or a handful of customers to sustain. If anything happens to those customers or that traffic source, they cannot sustain.

Using web analytics, you can monitor your traffic sources and customer demographics and try in advance to diversify your traffic sources and customer demographics.

The more diversified you are, the higher your chance of success. However, to begin diversifying, you need the data only a web analytics tool can provide.

Raising capital

Are you planning to raise capital? If so, most investors will look at hard-core data, especially your website data, to understand whether your business is growing or not.

The web analytics data you provide will be compared with the claims you make to determine whether you are honest.


If you haven’t installed web analytics on your website, there will be no way to provide that data, and it will become exponentially difficult for you to raise capital for your small business.


As Peter Drucker said, the only way to manage a company is to measure its effectiveness. We use web analytics to identify areas of our work that need improvement and inform our decisions. We also use it to generate new ideas for our continuous improvement.

Web analytics can help your company grow. It can help you gather and analyze data about your website so that you can improve its user experience and meet various business goals.

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