Digital Analytics: An Easy Guide in 2021

Ajay Ohri


Most large businesses collect data and use digital analytics like Google Analytics, which makes an excellent measurement tool for small to medium businesses to track the website’s parameters and further the business in digital analytics.

In this article let us look at:

  1. What is Digital Analytics?
  2. Data gathered through Digital Analytics
  3. Setting into action the business plan

1. What is digital analytics?

The website’s quantitative and qualitative analytics of the digital data gathered by its analytics tools is called digital analytics. It provides digital reports and analytics of the continuous engagement of customers and their offline/online experiences that effectively translates into data-driven analytics that helps the business’ outcomes through its insights. For Ex: Google Analytics is a smart digital analytics measurement tool.

2. Data gathered through digital analytics

Collection of Data:

Quantitative data is measurable and countable data collected by the digital analytics measurement tools. On the other hand, qualitative data measures how much interaction a customer has via the cloud/mobile app, why they prefer or not prefer the features of a product, etc. However, measurable such data is not strictly quantitative and depends on emotions rather than quantity. Google digital analytics served to assimilate quantitative data for many enterprises globally and has now recently included such qualitative aspects as well, collecting data from cloud POS systems, mobile apps, CRM systems and more. 

Desired outcomes mean the digital analytics data collected is relevant to the business objectives, and goals and irrelevant data are not accumulated unnecessarily. These outcomes are defined when one first sets up the analytics tools. The health indicated by these parameters measured thus provides metrics of customer needs and answer to why and what action needs to be taken to align them to the business goals from business insights. Thus a measurement tool in digital analytics collects only relevant qualitative and quantitative information.

For Ex: An eCommerce platform site would collect information on its services and products sold. Content publishers may want information on frequent visitors and strive to encourage customer engagement or lead generation specialists may collect information on users to encourage sales for the sales team so on. These key metric actions can be collected as purchase numbers, contact forms etc., from the mobile apps or business website and relate to the businesses conversion objectives.

3. Setting into action the business plan

When the business objectives and collected data are properly aligned, it is time to set the business plan into action using Google analytics and track the data collected. To track the browser uses specific snippets of JavaScript code that has to be added to the website. This specific code snippet is called the tracking code and is tagged or added to the Google Analytics code in digital analytics. Google uses the dynamic language of Javascript for its snippets which can be run on browsers like Internet Explorer, Chrome, Safari or Firefox and is included on every page tracked.

To set off the process, the code is implemented on the website’s digital analytics platform. It allows the analytics tool to begin its interactions of tracking the users of a website. On a visit to the website, some of the information collected by the tracking code as digital analytics examples may be

  • Website information like the viewed page’s URL from the website.
  • User Browser information like browser’s name, language preferred to view, operating system and device used to access the website etc.
  • User session information like how the user was acquired, traffic being referral, organic or direct traffic, time spent on the session’s page and time.

Tools like the Google Tag Manager can also be used for digital analytics, depending on the client’s business needs.

Plan Improvements:

This part of digital analytics happens after the code is implemented, and the business metrics to be tracked are specified. The tool goes to work in not just tracking the information but also in collected information’s analysis, reporting, and strategy refinements.

The customer is always the centre point, and all information is collected about the customer by the tools of digital analytics. This information is beneficial to assess how the customer became aware of the product, why digital analytics and predicting how soon the customer will make a purchase based on the customer behaviour which is aligned to the objectives of the business and provide the measurable outcomes for the business. Tweaking the strategy can get one improvement in business performances and outcomes.


Digital analytics definition is an important part of improving the business from the data generated by it and using the data to make data-driven strategies and predictions. Google Analytics is the example described above and has been popular for a long time now in medium and small businesses to reach their measurable outcomes. Digital analytics is the measurement tool used on quantitative and qualitative data collected by the tool deployed with specific snippets of Javascript code running on the website’s browser to track information.

If you are interested in making it big in the world of data and evolve as a Future Leader, you may consider our  Business Analytics Course, a 10-month online program, in collaboration with IIM Indore!



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