The single most important tool for marketing people is probably the web analytics tool they depend on to analyze the current web traffic, user behavior, landing and exit pages, conversions and more..

Marketing teams usually track several campaigns concurrently via unique campaign attribution links, measure their effect on visits, new/returning users, time spent on site, sales funnel performance and conversions of course. It becomes crystal clear which campaigns or acquisition channels are more effective compared to others.

Thanks to all of this information web analytics provides, marketing people can spend their budget wisely and effectively, even save some of their budget!

An increasing number of UI and UX teams use web analytics to help them create the optimal user experience for various aspects of their website such as a sales funnel or a sign up form.

With the help of custom events and funnels, the design team can easily track and analyze what the users are doing in particular pages of the website and whether there are any differences about the intended user behaviour and actual one.

If users are not clicking the button they are supposed to click in a sign up form, resulting in less conversions, taking a look at custom event and funnel reports is the best way to identify such problems.

After identifying the problem and using an updated design for that page, design team can see their success in the percentages in funnel reporting.

Product managers often look at analytics data and try to find patterns before making product decisions. After making a change, they always check if there is any improvement or not.

Even more aggressive analysis is achieved by A/B testing and comparing data before making final product decisions.

Product managers analyze landing and exit pages, most visited pages, devices and browsers of the users to make better product decisions.

For example, while the conversions of visitors from Canada using Chrome browser on a Mac are very high, it might be very low for visitors using Edge browser on Windows. This scenario might indicate a problem in rendering of that page on Edge browser. The first thing a good product manager would do is to check this scenario immediately.

An analytics tool is a must for technical teams, since it is the only way to understand technical properties of the visitors such as operating system, browser, device types, resolutions and optimize all the code for most common ones.

Apart from optimising the code for the best visitor experience, analytics is crucial in order to discover technical problems about the web application in general such as client side JavaScript errors, 404 errors, rendering or speed problems so that the website functions as intended and other teams such as the product and marketing team can properly do further optimisations.