Web analytics is being used by marketing executives to help them understand how well their online presence is performing. However, experts are warning businesses to not rely on it as their only method of judging online performance. While web analytics provides information about what visitors did when on a business’ website, there are other questions it cannot answer.

Web analytics is unable to tell a business who its visitors are or how they felt about their experience with the website. Experts suggest that using an on-site-survey can provide the marketers with this sort of human experience information. In particular, it is deemed as important to understand not only the demographics of site visitors, but also why they visited.

Despite the usefulness of web analytics, tools assessing the impact of changes to a website are not necessarily easily analysed by web analytics platforms. Instead, experts suggest that businesses construct an A/B split site test, in which up to half of site visitors are forwarded to the existing site and half to the changed site. Web analytics can then be used to compare the effectiveness of the changes compared to the existing site.

Web analytics may also not understand why customers haven’t visited a website for a prolonged period of time. Using social media and email surveys can help a business get a grasp of this, while also offering an opportunity to develop an understanding of what could bring them back.

Whilst web analytics platforms can provide a wealth of data, it seems that looking into other ways of assessing the effectiveness of online presence should be integrated into the mix too.