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<!DOCTYPE html>
<html lang="en"><head><meta http-equiv="Content-Type" content="text/html; charset=UTF-8">
<meta charset="utf-8">
<meta http-equiv="X-UA-Compatible" content="IE=edge">
<meta name="viewport" content="width=device-width, initial-scale=1.0">
<meta name="description" content="Full Stack Python explains each layer of the web application stack, from the server up through the rendering in a user's browser.">
<meta name="author" content="Matt Makai">
<link rel="shortcut icon" href="theme/img/fsp-fav.png">
<title>Web Analytics - Full Stack Python</title>
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</head>
<body>
<a href="https://github.com/makaimc/fullstackpython.github.com" class="github">
<img style="position: absolute; top: 0; right: 0; border: 0;" src="http://s3.amazonaws.com/github/ribbons/forkme_right_darkblue_121621.png" alt="Fork me on GitHub" />
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<span class="logo-title"><a href="/">Full Stack Python</a></span>
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</div>
<div class="row">
<div class="col-md-8">
<h1>Web analytics</h1>
<p>Analyzing web traffic involves collecting, calculating, visualizing
and critically thinking about the data generated by visitors' web browsers
while they are viewing webpages. The resulting data provides insight into
how visitors use the site and why they stay or leave. The key concept to
analytics is <em>learning</em> about your users so you can improve your web
application to better suit their needs. </p>
<p>It's easy to get overwhelmed at both the number of analytics services and
the numerous types of data points collected. Focus on just a handful of
metrics when you're just starting out. As your application scales and you
understand more about your users add additional analytics services
to gain further insight into their behavior with advanced visualizations such
as heatmaps and action funnels. The
<a href="http://spenczar.com/posts/2013/Sep/07/seven-stages-analytics-grief/">seven stages of startup analytics grief</a>
post is an amusing read and provides context for how to begin and then grow
tracked metrics over time.</p>
<h2>User funnels</h2>
<p>If your application is
selling a product or service you can ultimately build a
<a href="http://moz.com/blog/building-your-marketing-funnel-with-google-analytics">user funnel</a> (often called "sales funnel" prior to a user becoming a customer)
to better understand why people buy or don't buy what you're selling. With
a funnel you can visualize drop-off points where visitors leave your
application before taking some action, such as purchasing your service.</p>
<h2>Web Analytics Third Party Services</h2>
<ul>
<li>
<p><a href="http://www.google.com/analytics/">Google Analytics</a> is a widely used
free analytics tool for website traffic.</p>
</li>
<li>
<p><a href="https://mixpanel.com/">MixPanel</a>'s analytics platform focuses on mobile
and sales funnel metrics. A developer builds what data points need to be
collected into the server side or client side code. MixPanel captures that
data and provides metrics and visualizations based on the data.</p>
</li>
<li>
<p><a href="https://www.kissmetrics.com/">KISSmetrics</a>' analytics provides context
for who is visiting a website and what actions they are taking while on
the site.</p>
</li>
<li>
<p><a href="https://heapanalytics.com/">Heap</a> is a recently founded analytics service
with a free introductory tier to get started.</p>
</li>
<li>
<p><a href="http://www.crazyegg.com/">CrazyEgg</a> is tool for understanding a
user's focus while using a website based on heatmaps generated from mouse
movements. </p>
</li>
</ul>
<h2>Web Analytics Resources</h2>
<ul>
<li>
<p><a href="http://blog.arkency.com/2012/12/google-analytics-for-developers/">Google Analytics for Developers</a> </p>
</li>
<li>
<p><a href="http://blog.yhathq.com/posts/pandas-google-analytics.html">Pandas and Google Analytics</a>
shows how to use pandas for data analysis with Google Analytics' API to
perform calculations not available in the tool itself.</p>
</li>
<li>
<p>This beginner's guide to
<a href="http://www.seotakeaways.com/beginners-guide-maths-stats-web-analytics/">math and stats behind web analytics</a>
provides some context for understanding and reasoning about web traffic. </p>
</li>
<li>
<p>This post provides context for determining if a given metric is
<a href="http://fizzle.co/sparkline/vanity-vs-actionable-metrics">"vanity" or actionable</a>.</p>
</li>
<li>
<p>Read this post on <a href="http://www.bayesianwitch.com/blog/2013/howyouranalyticswork.html">how your analytics software actually works</a>
to get a better understanding of what's going on behind the scenes from
a technical perspective.</p>
</li>
<li>
<p><a href="http://substantial.com/blog/2014/04/03/heap-analytics-vs-mixpanel/">Heap vs MixPanel</a>
compares the two analytics services.</p>
</li>
</ul>
<h3>What's the next topic you want to learn about?</h3>
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<div class="well select-next">
<a href="/logging.html" class="btn btn-success btn-full"><i class="fa fa-align-left fa-inverse fa-2x"></i></a>
<p class="under-btn">
How do I monitor my app and task queues with logging?
</p>
</div>
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<a href="/configuration-management.html" class="btn btn-success btn-full"><i class="fa fa-gears fa-2x"></i></a>
</a>
<p class="under-btn">
I want to learn how to automate setting up my app.
</p>
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<div class="well select-next">
<a href="/api-integration.html" class="btn btn-success btn-full"><i class="fa fa-link fa-inverse fa-2x"></i></a>
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How do I integrate external APIs into my app?
</p>
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<a href="/web-application-security.html" class="btn btn-success btn-full"><i class="fa fa-lock fa-inverse fa-2x"></i></a>
<p class="under-btn">
What should I do about security in my application?
</p>
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</div>
</div> </div>
<div class="col-md-offset-1 col-md-3" id="sidebar">
<div class="panel panel-success">
<div class="panel-heading"><h3 class="panel-head">Web Analytics</h3></div>
<div class="panel-body">
<a href="/">Full Stack Python</a> is an open source book explaining
each layer of the Python web application stack along with the
best Python resources from around the web.
<hr/>
<a href="http://twitter.com/mattmakai">Matt Makai</a> designed and
wrote this site with assistance from community pull
requests. If you're on GitHub you can
<a href="https://github.com/makaimc">follow him</a>
to see what daily changes are made or
<a href="https://github.com/makaimc/fullstackpython.github.com">star the repository</a> for future reference.
</div>
</div>
<div class="panel panel-success">
<div class="panel-heading">
<h3 class="panel-head">Table of Contents</h3>
</div>
<div class="list-group">
<a href="/introduction.html" class="list-group-item smaller-item ">Introduction</a>
<a href="/bottle.html" class="list-group-item smaller-item ">Bottle</a>
<a href="/deployment.html" class="list-group-item smaller-item ">Deployment</a>
<a href="/other-web-frameworks.html" class="list-group-item smaller-item ">Other Web Frameworks</a>
<a href="/servers.html" class="list-group-item smaller-item ">Servers</a>
<a href="/web-frameworks.html" class="list-group-item smaller-item ">Web Frameworks</a>
<a href="/django.html" class="list-group-item smaller-item ">Django</a>
<a href="/operating-systems.html" class="list-group-item smaller-item ">Operating Systems</a>
<a href="/flask.html" class="list-group-item smaller-item ">Flask</a>
<a href="/web-servers.html" class="list-group-item smaller-item ">Web Servers</a>
<a href="/platform-as-a-service.html" class="list-group-item smaller-item ">Platform-as-a-service</a>
<a href="/databases.html" class="list-group-item smaller-item ">Databases</a>
<a href="/wsgi-servers.html" class="list-group-item smaller-item ">WSGI Servers</a>
<a href="/application-dependencies.html" class="list-group-item smaller-item ">Application Dependencies</a>
<a href="/cascading-style-sheets.html" class="list-group-item smaller-item ">Cascading Style Sheets</a>
<a href="/javascript.html" class="list-group-item smaller-item ">JavaScript</a>
<a href="/static-content.html" class="list-group-item smaller-item ">Static Content</a>
<a href="/source-control.html" class="list-group-item smaller-item ">Source Control</a>
<a href="/caching.html" class="list-group-item smaller-item ">Caching</a>
<a href="/task-queues.html" class="list-group-item smaller-item ">Task Queues</a>
<a href="/api-integration.html" class="list-group-item smaller-item ">API Integration</a>
<a href="/no-sql-datastore.html" class="list-group-item smaller-item ">NoSQL Data Stores</a>
<a href="/web-application-security.html" class="list-group-item smaller-item ">Web Security</a>
<a href="/logging.html" class="list-group-item smaller-item ">Logging</a>
<a href="/monitoring.html" class="list-group-item smaller-item ">Monitoring</a>
<a href="/configuration-management.html" class="list-group-item smaller-item ">Configuration Management</a>
<a href="/web-analytics.html" class="list-group-item smaller-item active">Web Analytics</a>
<a href="/best-python-resources.html" class="list-group-item smaller-item ">Best Python Resources</a>
<a href="/about-author.html" class="list-group-item smaller-item ">About the Author</a>
<a href="/change-log.html" class="list-group-item smaller-item ">Change Log</a>
<a href="/future-directions.html" class="list-group-item smaller-item ">Future Directions</a>
</div>
</div>
</div></div>
<hr/>
<div class="footer pull-right">
<a href="http://www.mattmakai.com/" class="underline">Matt Makai</a>
2014
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