History of Web Analytics and Conversion Optimization

Testing, analysing and optimising are not new to marketing. Being able to gauge the success of any campaign is crucial to growth.

Early web analytics packages came to the fore in the mid 1990s, a couple of years after the first Mosaic browser launched. Early analysis reflected the nature of the early web, focussing only on hits with some very basic click stream analysis. With one page web sites being the norm, it was enough to know how many clicks came to the web site. Traffic meant you were doing well. You can still see hit counters on some web sites today. The web sites usually look as sophisticated as this tool.

However, as web sites became more complex, and as more people had access to the Internet, better analysis became more important. Measuring hits was, and is, not enough. In fact, measuring hits is a fairly meaningless task. Web analytics split into two types of tools: page tags and log files. Both continue to become more sophisticated, capturing information about visitors to a web site, and recording detailed information related to their time on the site.

There are several log file analysis tools which cost nothing to use. Sophisticated page tag web analytics became available for free when Google bought Urchin in March 2005 and launched Google Analytics as a free service. Are you wondering what the difference is between page tag and log file analysis? Don’t worry, it’s coming!