Five Trends in Web Analytics for 2014

Website designers know the intrinsic value of good metric tracking and web analytic tools. Google Analytics currently leads the pack in the industry, providing consistently good results across a wide array of information gathering, from simple visits to next-page views to exits and so on. But marketers and business owners small and large are starting to demand more in-depth numbers on content analysis, from scrolling to mouse movement, zooming to highlighting.


Here are five website analytic trends to be on the lookout for this year.

1. Multi-visit Click Paths

Chances are the visitors to your site are looking at it multiple times before and after conversion. But currently, nearly all web analytics platforms focus on reporting on a single visit only. New reporting software will show site owners how their visitor’s behaviors change as they learn more about product and services and begin interacting with the organization off-line, such as in person-to-person sales calls.

2. Physical Interaction Tracking

Touch screen laptops, smartphones, tablets and gaming systems with web browsers are changing the way we interact with sites, bringing in a physical component. New analytics platforms will allow the tracking of zoom, swipes, device orientation, tilts and more.

3. Better Video Tracking

Every year for the past five years, more and more sites have been employing video content. Unfortunately, current web analytics platforms don’t effectively aid us in understanding how visitors engage with videos. Analytics vendors will be providing better video tracking functions without the necessity of having to integrate players such as You Tube and custom JavaScript functions.

4. Better Tools for Integration with Third Party Data

Industry insiders are saying that 2014 is the year for data integration with web analytics. Platforms like Adobe Analytics and IBM CoreMetrics do a pretty good job at enabling analysts to integrate data from multiple sources such as CRM, call center and lead nurturing, so expect to see web analytics platforms help site owners have a more 360-degree view of their prospects and customers by providing tools for integrating data into the web analytics environment.

5. Better Data Exports

Google made strides in 2013 to share Google Analytics data with other platforms, and a large number of companies built or updated plugins for Google Analytics. But other vendors haven’t stepped up efforts on data sharing, which makes dash-boarding and analyzing closed loop sales cycles difficult. Look for these vendors to follow Google’s lead in 2014.

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