How Web Analytics Can Help SMB Owners?


16 May, 2024



If you have an up and running business, the chances are that you already know how important it is to know your customers well in order to succeed. For that, you need to plan strategies to stay ahead of the competition and brush yourself up with the evolving trends among the consumers in time. 

Now, that is not an easy feat. 

However, if you implement the right tools, things can become much easier. This is where web analytics come in. 

Not sure what web analytics really is? Web Analytics measures data using tools to analyze and report the behavior of visitors across various pages of your website.

Web analytics can bring various benefits to SMB owners, including: 

  • Helping you track traffic and conversion to optimize your marketing campaigns
  • Monitor how your social media channels are performing
  • Perform keyword research
  • Analyze your visitor’s behavior
  • And so on.

Let’s look at some of the crucial benefits of web analytics for SMB owners:

1. Track your traffic and conversion


When you know where your website traffic is coming from, you will be able to make more informed decisions regarding things like where it’s best to invest your time and budget. 

With tools such as Google Analytics, you can even analyze your traffic source, channels, session figures, number of new users and organic traffic, session lengths, bounce rate, account IDs, and more.

Since you will obtain detailed analysis, your business will be able to create targeted campaigns using all the data-driven reports. For instance, you can check which posts convert the most or how your site’s SEO is performing. 

And if your SEO campaign isn’t working, you can always hire an SEO agency to fix the issue for you.

2. Monitor your social media campaigns


Statistics suggest that 54% of social media users browse social media to research products. So you will be missing out on a lot if you don’t optimize your social media campaigns.

Social media analytics tools can help you decipher which one of your tactics and strategies are working out, and what needs to be discarded. Thus, you will be utilizing your time, effort, and budget in a better manner.

You will also be able to create social media performance reports that you can further share with your team or boss.

Tools such as Hootsuite Analytics can offer your performance data from all social channels in one place, thus simplifying your social media analytics work. You will not only be saving time, but it will also make it easier for you to compare collective results across channels.

Plus, with Hootsuite, you can get key metrics for each one of your social posts, including clicks, comments, shares, video reach, and video views. Besides, you will be getting a clear picture of your team’s productivity, response time, and more.

3. Understand your visitor’s behavior

Understanding your target audience’s behavior is crucial to create a winning marketing strategy. For example, once you know which pages are able to push them further down the sales funnel, you can craft other pages similarly.  

However, you need to employ several qualitative tools to understand your visitor’s behavior. Such tools can help you track your site’s performance, understand your visitors’ on-site behavior, recognize the bad experiences, and connect with visitors directly for feedback. 

These insights can then be used to improve the entire site experience.

You will also come to know how your crucial pages, such as homepage, landing pages, and product pages, etc., are doing in terms of engaging visitors and solving their pain points. 

Using tools such as Website Heatmap, you can track your visitors’ on-site behavior, including clicks, scrolls, mouse movement, and more. The tool will visually display the data of your visitors’ behavior on your website. You can then use the extracted information to make data-optimized decisions about link placement, CTA placement, and more.

All in all, using such tools help you to get in your visitor’s shoes. You know precisely what your visitors want from your site and can thus make data-backed changes while providing a better web experience.

4. Conduct keyword research


Search engine optimization is crucial for your website as it makes your website more visible to the audience. And it means you will get more traffic and more chances to convert prospects into customers

It is no brainer that SEO should always be at the back of your mind when you craft any content for your website. However, to rank higher in search engines, you need to create a list of keywords that are relevant to your niche you want to rank for.

Here, tools like SEMRush can come in handy to help you in developing a strong SEO reputation. It will allow you to check not only your backlinks but your competitors’ backlinks. You can also check the keywords users type while finding your sites, your keyword ranking, and create SEO templates for your content.

Or, if you use tools like Keyworddit, it will pull keyword ideas from Reddit. When you type a subreddit, it’ll search the titles and comments of threads to bring up to 500 keywords.

5. Predict future trends

Yes, web analytics can help you to predict future trends based on historical data and analytics techniques. Naturally, armed with such information, your business can stay ahead of your competition

For instance, when you get high traffic to your site, you can determine which pages are more popular, what causes the boost in traffic, and from where the bulk of visitors come from. Knowing all these details will help you in predicting the future behavior of your users.

Therefore, it will get easier for you to plan and implement future digital marketing campaigns based on previous experience.


These are the five crucial ways in which web analytics can help SMB owners. Are you planning to implement web analytics in your marketing strategy?

It is a great way to track traffic and conversions and monitor your social media campaigns and improve them. You will also be able to get into your user’s shoes and give them a better experience. 

Moreover, you can conduct keyword research and rank higher in search engines, which is crucial if you are doing online business. 

And of course, last but not least, you can stay ahead of your competition by using the data collected and analytics to predict future trends.

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