Web analytics and the new digital metrics

Today, companies use web analytics for a variety of purposes, including reporting business data, gaining a deeper understanding of customers and users, managing and planning digital marketing campaigns, assessing brand reputation, and analyzing the competition. With diverse and numerous objectives, the challenge lies in determining what to measure and how to interpret data from various sources to draw meaningful conclusions that drive business improvement.

Analytics has become one of the most critical components of the digital ecosystem, evolving rapidly in recent years and expected to continue advancing. It provides visibility into the online ecosystem, allowing businesses to measure the effectiveness of their online initiatives. As such, it is  a key tool for optimizing activities in the digital space.

This note describes web analytics, attribution models, and the different measurement systems commonly used in the digital environment.