About this Guide

This guide aims to be the first step in a journey that will see you become a fully-fledged expert in web analytics – one of the central tools companies need to become successful online.

You can use the guide to discover what web analytics is all about: how it works, how to manage it, what pitfalls you need to avoid and why an investment in it can be a very smart move.


The following topics are covered within this document:

  • What is web analytics?
  • The basics: how web analytics work?
  • Why does web analytics matter?
  • Why should I bother with web analytics?
  • What kind of results can I expect?
  • Who manages web analytics?
  • Where do I start with web analytics?