Web Analytics

Provide insight into visitor data

What is web analytics?

Web analytics is the collection and analysis of online data in order to optimise online channels. KPIs are drawn up beforehand, which makes it possible to determine how performance has been achieved. By analysing the data, you can determine whether the online marketing objectives need to be sharpened or weakened, or whether the focus needs to be on another online marketing channel.

Web analytics is perhaps one of the most underestimated services within online marketing. The data from analytics is of great value for determining your online marketing objectives, measuring visitor behaviour and evaluating current web performance. Without data, there is no basis for clear decisions.

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More visitors does not always mean more conversions

It is of course nice when visitors come to your website, but it is much more important to find out what these visitors are doing on your website and where they come from. It’s not possible that ‘generating more website visitors’ is your only goal. For example, ask yourself whether these visitors are converting. Do they sign up for a newsletter? How often do they click on a banner? Why and within what time frame does a visitor leave the website? More visitors does not automatically mean greater online efficiency.

Web analytics tools

Web analytics analysis offers you the opportunity to optimise online channels focused on the customer journey. In this way, you can always communicate the right message and/or respond to the demand of your target group.

There are many tools that support you in web analytics. There are too many to list them all. We highlight two tools that we use a lot in web analytics. These are Google Analytics and Hotjar.

Google Analytics

Google Analytics is a widely used web analytics tool for measuring visitor data. With Google Analytics you can retrieve information such as demographic data. It also provides insight into channels, behaviour and possible conversions. Of course, this is only a small part of the possibilities. Make the results measurable, because the combination of data and conclusions results in tangible action points.


Always wanted to know where your web page is clicked the most? Or gain insight into what people watch the longest? With Hotjar you can easily generate heatmaps of your web pages and enable screen recordings to analyse the exact behaviour of your users. This allows you to gain insight into bottlenecks on your website and thus improve your web page.


Find out more about your visitors’ behaviour
See which channels perform best
Learn how many visitors convert
Make more data transparent

Working method

Setting up a web analytics tool depends on the wishes and needs of the customer. Before we start, we look at the statistics in the existing tools and agree with you on what we will do. We are happy to inform you because web analytics offers many possibilities, including:

  • Setting targets & filters
  • E-commerce tracking
  • Creating links with other tools
  • Dashboarding
  • Creating custom reports
  • Heatmaps
  • Recordings
  • Staying informed about the possibilities

Want to know more about web analytics?

Our specialists will be happy to help you.  Curious about what we can do for you in the field of web analytics? Please contact us via 033-7370250 or the contact form: