For a website owner one of the most important metrics for success is being able to determine the number of people coming to look at the content you are providing. This is usually accomplished in one of two ways: via a third-party web traffic estimator, or through installed server-side web tools that record incoming clicks. The two methods have various pros and cons associated with them, so it is important for website owners to understand their information collection goals and processes before selecting an informational tool.
The simplest and most easily accessible of the tracking methods is through a third-party web statistics service. These services are fast to setup, easy to understand and are a very expedient way to get data quickly. They are usually accessible after creating a username and password, which in most cases can be done at no cost or, in some instances, for a nominal fee. Most web traffic tracking websites, like Alexa and URL Trends, estimate site visits based on publicly provided information. They use a browser installed client connection piece and some sophisticated statistical analysis to make a best guess as to the actual number of visits to various public locations on the Internet. This means that the information provided is generally less accurate but easier to acquire because it doesn’t require any technical knowledge or server-side software installation by a site administrator.
A second technique that provides a more granular data-set is the use of installed website traffic monitors like Google Analytics. These programs must be included in the client web-site’s code and they monitor actual clicks and page views from people who visit the site. This more direct method of collection means that portal administrators will have more accurate information available once the analytic scripts are installed and functioning properly. The downside, of course, is that to install something like this means a certain level of technical know-how which can take some time and money. Another very important aspect to tracking is social media analytics. Social media is now a vital part to any business owner or marketing campaign.
Website traffic data is the lifeblood of the modern Internet business and without accurate information it is impossible to know if a site is fulfilling the purpose for which it was created. Web statistics can be used to find problems with usability, track demographic trends, and identify potential revenue streams by revealing visitor patterns, trends and habits.