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digital analytics for websites

Importance of understanding analytics

When we kick off a new website project one of the first things we look at are the objectives for the website and what the KPI’s (key performance indicators) will be for benchmarking and measuring the success of the website.

Reviewing and analysing website analytics are key to focusing us back on the website objectives and also help us to make tweaks to the website to improve user experience and meet our clients aims for the website redesign or build.

Our top 5 website analytics tools

Google Analytics and Tag Manager

We use Google Analytics as standard to measure traffic and what people are doing on the website and set up regular reporting for our clients.

Google Data Studio

We set up bespoke dashboards for our clients integrating Google Analytics into their data studio. We talk to our clients about what analytics will be the most useful to get regular reports on and ensure data is benchmarked against the previous period – so clients can assess changes.

Google Search Console

Actively using Google Search Console to understand what search terms are driving traffic to your site and where improvements can be made are essential. Search Console reports also allow us and our clients to understand what new content needs to be added.


There are many tools but we frequently use Wincher which is a platform that lets you track your competitors and gives you updates on performance on keywords against your competitors. This is a great tool to use for both discovery work and for regular reporting.

Moz is a great tool to monitor SEO performance. We use this tool as part of our discovery work to understand what keywords are driving traffic to a clients website and their competitors websites. The Moz Bar add on also allows you to quickly assess SEO on any website.

If you’d like some help setting up and understanding the performance of your website get in touch.