Web Analytics

Custom Analysis Paths and Conversion Rate Optimization

What is Data-driven Decision Making?

We are often lured into thinking that our logical processes based on observation are more effective than data-driven decisions related to the same phenomenon.
But, alas, we’re wrong.

Our experience – as well as what we see with our eyes, has no statistical value whatsoever. When it comes to web marketing, there is only one way to successful decision-making. This is true for all digital marketing solutions: advertising campaigns, the creation of a landing page or the changes applied to a product page on an e-commerce.

Analysis > Data understanding > Thesis formulation > AB testing > Implementation

What is a Digital Strategy?

The preliminary phase of web analytics focuses on understanding market needs and defining which opportunities to seize. Next we analyze which channels/media will be used, and produce a detailed executive plan scheduled to be carried out over time.

We then execute the plan according to the defined path, and measure results. What has worked and delivered the expected results? What needs to be revised? At this point, after the first evaluation, the process starts again, capitalizing on the knowledge acquired.

Digital Marketing Goals and Metrics

Identifying the correct goals of our marketing efforts may seem obvious, but it’s critical and we often lose sight of what’s important…

Best practices:

  • The goal must be precise
  • The goal must be clear to everyone involved
  • The goal must be measurable
  • It must be possible to track all the costs of our marketing actions related to the goal and weigh them in relation to the cost of achieving them

What is Web Analytics

We often hear talk about data-driven marketing, literally “data-driven marketing activities”.
Because it deals with sourcing and analyzing the data we need to make the relevant decisions web analytics comes before data-driven marketing.
How does web analytics work? What web analytics actually does is:

  • Measure and optimize the performance of online advertising
  • Optimize the conversion process (CRO)
  • Analyze the performance of your assets (website, app, landing)
  • Analyze the impact of user experience on site usage
  • Understand users’ needs and behaviors

What skills do we bring to the table?

KPI web marketing > know the individual KPIs of web analytics (e.g. what is meant by CTR, CPC, bounce rate…).
Mathematics and statistics > evaluations are based on numbers. It is necessary to know how to read, aggregate and compare them.
Data visualization > when working with large amounts of data, it is essential to find the simplest and most effective way to visualize them (whether graphs, tables or similar).
Critical and creative thinking > data must be used to understand real phenomena (such as a user’s behavior): it is therefore essential to be able to relate the data to a situation and hypothesize strategies and implementations based on results obtained.

Some of the Tools we Use

Google Analytics

Google Analytics

Google Analytics is a free tool. It is useful to perform web analytics activities, specifically it allows tracking and recording of user-related behavior and information.



Hotjar is a web analytics tool which offers a free version able to provide plenty of data for small and medium-sized companies. Hotjar also offers a paid version, suitable for companies with big websites that generate high amounts of traffic or online e-commerce specialized on verticality. In a nutshell, this tool provides quantitative and qualitative analysis and is very useful to monitor traffic, improve the conversion rate and optimize user experience.

Google Tag Manager

Google Tag Manager

Google Tag Manager is a tag management tool that allows one to intervene within the HTML pages of a website by installing code snippets (tags). The Google Tag Manager acts as a container, offering the possibility to manage all website tags simply, quickly and effectively. For example, it makes equipping one’s website with important marketing tools such as FB pixel, Google Analytics or Google Ads Remarketing Tag, easy and straightforward. Allowing company personnel to do all they need to independently, Google Tag Manager ensures flawless results, and avoids last minute panic-ridden calls to the system programmer.

Google Data Studio

Google Data Studio

Google Data Studio is a free tool from Google that allows one to create interactive reports. These reports are updated in real time by obtaining information directly from external data sources. To name a few: Google Ads, Google Analytics, Facebook, Instagram, LinkedIn, SEMrush.



Quantcast is a company specializing in real time advertising based on artificial intelligence. It offers solutions for both publishers (e.g. news websites that provide advertising space) and advertisers (agencies that need to advertise). The operation is simple: Quantcast offers a pixel to be inserted in the websites. It provides the website owner with qualitative and quantitative information about the users, and provides useful data to create a prospect of an audience. That audience can be shown and offered to the agencies that want to advertise on precise targets. It is a platform suitable for sites that generate a lot of traffic (+100k users/month).

Google Optimize

Google Optimize

Google Optimize is a tool for Conversion Rate Optimization. It allows us to test and optimize user experience of a website through A/B tests, run to ascertain which version has the best performance in terms of conversions. In short, Google Optimize allows us to compare different versions of a web page to verify which one offers better results.

Find Out More About Gruppo CO. | Web Agency in Florence – Tuscany – Italy

Gruppo CO. has a precise goal, to show the importance of digital marketing in the development of every business. Our web agency works to improve and increase the digital presence of our clients by developing customized web marketing strategies.