Web Analytics Data Collection Methods

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web site usage.

Web analytics can be divided into two categories Off site web analytics and Onsite web analytics.

Off site web analytics data refers to data collected and measured by companies which are not directly associated with referred websites.

Onsite web analytics data collection is the measurement of visitor’s journey once arrived on a particular website.

Here we will discuss different methods of collecting data related to visitor’s journey and how they interacted with the website.

There are four methods to collect data as a customer interacts with our websites.

1. log files
2. JavaScript tags
3. packet sniffers
4. web beacons

Log Files – This is the oldest data collection method. It is the most easily accessible source of data. When a visitor requests a web page through a web browser the request is send to the server hosting the webpage. The web server accepts the request and creates an entry in the web log for the request. The entry includes IP address, page name, browser type, time, operating system etc. Then with the help of log-parsing tool or a web analytics tool, data is segmented and standard reports are generated.

Java Script Tagging – This data collection method is the most popular method at present. There is no need to collect data at server hosting the web pages. Web page request is served from one server and data is collected on other server usually third party server.

In this method a small java script code is inserted on web pages. When the web page is requested, the request is send to the server hosting the webpage. As the page loads, it executes the JavaScript code, which captures the page view details about the visitor session, and cookies, and sends it back to the data collection server.

Packet Sniffers – It is one of the most advanced data collection method but is not very popular. The process of collecting data using packet sniffing is as follows

The visitor requests for a web page. The request is send to the web server, but before reaching the web server, it passes through a software- or hardware-based packet sniffer that collects attributes of the web page request that can send back more data about the Visitor to the packet sniffer. The packet sniffer sends the request on to the web server. The request is sent back to the customer but is first passed to the packet sniffer. The packet sniffer captures information about the page going back to the customer and stores that data.

Web Beacons – This method of collecting is also popular. The process is very simple a 1 x 1 pixel transparent image is placed on web page within an img src HTML tag. This transparent image is usually hosted on a third-party server—different from the server that is hosting the web page. When a visitor requests a web page the request is send to the server hosting the webpage and image request is send to the third party server. The image request appends data information (IP address, page name, browser type, time, operating system etc) and sends it to the third party server where the data is stored and processed.