Pieces of information relating to users – or rather prospective customers – visiting the website make it possible to learn more about them. By using Google Analytics tools, an expert can perform up to 200 data examination-oriented undertakings. By juxtaposing the available data, we can create segments which can be understood as groups of users visiting the website. Thanks to said approach, we are capable of adjusting a given website to the needs of its clients better. Examined fields may be, among others:
- website users (demographics – age or sex, geographical data, fields of interest, technology),
- sources of visits (source, medium, keywords, campaign),
- browsed content (content analysis, landing page, exit pages).