Web Analytics
Numbers tell you what's happening. Research tells you why.
What is it?
Web analytics involves collecting and analyzing quantitative data about user behavior on your product: page views, bounce rates, conversion funnels, session duration, and click patterns. It identifies what's happening so you can investigate why.
When to use it
Use analytics continuously to monitor product health, before research to form hypotheses, and after design changes to measure impact.
How to do it
Set up tracking with clear goals and events (Google Analytics, Mixpanel, etc.).
Define key performance indicators (KPIs) for your product.
Build dashboards for ongoing monitoring of critical metrics.
Analyze funnels to identify where users drop off.
Combine quantitative insights with qualitative research to understand the full picture.
Pro tips
Analytics tell you what and where. Pair them with user research to understand why.
Focus on trends over time, not single data points. Context matters.