![]() ![]() The first and traditional method, server log file analysis, reads the logfiles in which the web server records file requests by browsers. There are two main technical ways of collecting the data. Many different vendors provide on-site web analytics software and services. However, this meaning has become blurred, mainly because vendors are producing tools that span both categories. Historically, web analytics has been used to refer to on-site visitor measurement. Google Analytics and Adobe Analytics are the most widely used on-site web analytics service although new tools are emerging that provide additional layers of information, including heat maps and session replay. This data is typically compared against key performance indicators for performance and is used to improve a website or marketing campaign's audience response. On-site web analytics measures the performance of a specific website in a commercial context. This includes its drivers and conversions for example, the degree to which different landing pages are associated with online purchases.
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