Guide To Web Metrics

An introduction to the often misunderstood world of website analytics has been published by journalism.co.uk.

Brian Clifton, a former head of web analytics at Google, has produced a three-part guide aiming to demystify metrics and show how website providers can use them to enhance their online offerings.

According to Clifton, web analytics are “the part art and part science of measuring a website’s performance”.

He adds that such data can help “website owners to understand their online visitor behaviour with the purpose of improving it”.

Following the introduction in part one, Clifton highlights the advantages and disadvantages of on-site and off-site metrics in the second instalment.

And in the final post of the series, he looks at different ways to measure online audiences and evaluates their accuracy.