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Web analytics and visitor tracking

Web Analytics and Visitor Tracking – measure performance and optimise your website’s functionality

Web analytics and visitor tracking – The foundation of data-driven development

Web analytics involves the process of collecting and interpreting data related to website usage. The goal is to understand user behaviour and interactions with the website. This insight helps companies and organisations measure performance and optimise their site’s functionality.

Successful web analytics requires clear goals, a solid understanding of tools and metrics, and high-quality, privacy-compliant data collection.

With years of experience in designing, building, developing, and visualising web analytics and visitor tracking, we can recommend the right tools and provide training in their use. Our clients include B2B and B2C companies, e-commerce sites, municipalities, foundations, and other non-profit organisations.

Explore our other growth marketing services as well.

Paavo Virta

Paavo Virta

Head of Growth Marketing, Partner

Phone: +358 40 530 1233
Contact us

What does web analytics enable?




Web analytics allows you to track, for example:

  • The number of page visits and the duration of visits
  • The paths visitors take through the site
  • The sources of website traffic
  • Button clicks
  • Form submissions
  • Website errors
  • The organic nature of traffic
  • Achievement of development goals

Web analytics tools


The most commonly used analytics tools include:

Market Leader: A free tool that integrates seamlessly with other Google tools, offering a wide range of metrics and reports.

Read our article on Google Analytics 4.

Privacy Pioneer: The basic version is free and is based on open-source technology. It allows for the collection of anonymized user data without cookies, with data stored within the EU or even on your own server. It provides a variety of metrics and reports, making it particularly suitable for public sector entities, especially government institutions.

Read our article on the differences between Google Analytics and Matomo.

Paid Competitor: Built on Matomo’s open-source code, Piwik Pro is tailored more towards enterprise needs, offering extensive support and installation assistance. Like Matomo, it provides comprehensive metrics and reports, making it a good fit for public sector entities.

Creating a measurement plan


A measurement plan ensures that the data collected is relevant and that analytics are effectively utilised to achieve goals. In a measurement plan, goals are defined, the right tools are selected, and critical metrics and conversions are created.

Visualising collected data

Analytical data is often complex. Visualising data through graphs and tables helps in understanding and communicating results more clearly.

We use Google’s Looker Studio for data visualisation. Looker Studio allows you to connect various data sources, perform diverse analytics queries, and customise visual reports and dashboards. It simplifies the understanding and presentation of complex data sets.

Check out our other growth marketing services.

Contact us

Ask – we answer

Paavo Virta

Paavo Virta

Head of Growth Marketing, Partner
Phone +358 40 530 1233
Email paavo@redandblue.fi

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