When it comes to monitoring and measuring web traffic, most people will utilise Google Analytics, as it’s free and easy-to-use. But for all its benefits, Google Analytics has one major drawback – it only gives you aggregated data. This is when several different measurements are combined, giving you a summary of your web statistics.
Aggregated data is great for providing a general overview of traffic coming in and going out of your website, but in order to truly harness the power of analytics, you need to focus on collecting and collating individual data instead. As you can probably guess, this gives you the ability to track users on an individual level.
But why is visitor level data so much more important and influential than aggregated data? And how can your business make the most of it?
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The Possibilities of Visitor Level Analytics
Track Visitor Journey
With aggregated data, you will be told how visitors arrived at your site, which pages they looked at, and where they came from. Although useful, it is somewhat unfair to group individual users together, as each and every visitor will be embarking on different online journeys with different wants and needs.
But thanks to visitor level analytics, you can follow these individual users, track visitor journeys, and better understand your clients or customers. By monitoring the pages they are looking at the most or least, you can start to create bespoke online experiences, which are tailor-made for singular audience members.
Duration on Site
Yet another piece of aggregated data that can deceive your eyes and skew any conclusions you’ve made about content is duration on site. This is because one user might stick around for 10 seconds, while another could stay for 10 minutes.
But individual data can tell you how long specific users have browsed your site for. This is particularly useful if you are experiencing a high bounce rate. Simply find out what is causing individual users to go somewhere else and then do something about it.
So, you’re looking at aggregated data about location and find that your site is receiving a lot of traffic from a particular area of the country. Big deal. How is this going to benefit you in terms of individual engagement for a localised marketing campaign?
Focus on individual data however and you’re bound to generate more positive, targeted results. For example, if you’re running a local campaign in Manchester and Liverpool but the majority of users are coming from Liverpool, you can use individual data to target more worthwhile visitors there.
Drawing a line between aggregated data and visitor level analytics
Here at Ruler Analytics, we do not believe that aggregated data is a bad thing. Far from it in fact, as this kind of information is still really useful for giving you an overall picture of web traffic activity.
However, if you really want to understand how users are behaving on your site, then individual data is the only way to go. By monitoring and measuring the movements of specific visitors, you will be able to better serve your entire audience.
Ruler Analytics can provide all of the aforementioned individual data advantages with our unique solution. To find out for yourself, why not take advantage of our free demo?