What is web analytics?
Web analysis is also called traffic analysis or web controlling. It is a continuous process of measuring, analysing and optimising. A web analysis serves to improve the efficiency and success of websites.


  • development of marketing strategies
  • eliminate vulnerabilities on websites
  • customer loyalty
  • increase the duration of user visits
  • increase conversions
  • improve customer satisfaction in general

What is Google Analytics?
Google Analytics is an analysis tool that can be used to analyse website performance and customer behaviour. It gives you a lot of information about the number of users who visit the website and also demographic information about users.
If the Google Analytics account is also linked to the Google Ads account, even more extensive data such as conclusions about SEA campaigns are available.

What are KPIs?
KPIs (Key Performance Indicators) are performance indicators that can be used to measure the achievement of objectives. However, they are only meaningful if they can be compared with previous or industry-specific values.
Among the most important KPIs for web analytics are

  • the number of visitors
    With the help of tools, the number of visitors can be accurately recorded. It is also possible to measure where the visitors come from, whether they are new or returning users, and via which browser and which end devices they reached your site. The target group can also be broken down more precisely by age and gender. It is also possible to analyse how many subpages they have visited before.
    This serves to get to know your target group better in order to optimally adjust your contents, products or services to the target group and shows you how many visitors came to your website via which advertising medium.
  • page impressions
    This function allows you to see how many pages a visitor has called up without assigning a specific visitor. This way you can answer the question of how often a page or its content is viewed and what is well or less well received by your visitors.
  • retention time
    With the retention time you can analyse the behaviour of the users, it shows how long users stay on your site. It is seen as an indicator of user satisfaction. The longer the visitors stay on your site, the more they are interested in your content and the more they are satisfied with the usability of your website.

Longer length of stay = higher satisfaction

  • Bounce rate
    If you wonder how many visitors leave your website immediately, you should check the bounce rate. It indicates how many users leave the website again if they have only visited one page. Your aim should be to reduce the bounce rate, because a high bounce rate means either that users have not found what they were looking for or that they are dissatisfied with what they found. You should look at individual pages that have a high bounce rate and also check whether the browser or end device is responsible.
  • Conversion rate
    The conversion rate provides information on how many visitors become leads. Leads are the visitors who have left their contact details and show a serious interest.
  • Acquisition
    Acquisition is used to record the paths through which a user comes to the website. The following channels are predefined by default:
  • organic search
  • direct
  • referral
  • social
  • email
  • paid search
  • display

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