Web Analytics is study of website data using tools and make decision to improve the website performance. Web analytics plays an indispensable role in digital marketing, as these tools help create reports and gauge the website’s performance. Here we discuss the most frequently asked web analytics interview questions and answers to crack the interview.

  1.   Explain the mechanism of Web Analytics

Many of the web analytics tools employ tags in their java source code of the web pages. These tags are beneficial in calculating the total number of visitors on the website on an everyday basis. In addition, these tags can find the time, location, and region from where the user accessed the website. However, some users find cookies annoying and delete them. In such a case, finding accurate metrics using the web analytics tool is difficult.


  1.   Define Session

 A session is when the user has visited your website, and it can last up to a maximum of 30 minutes. A new session is created when the same user tries to access the website from a different machine. It is important to remember a single session can hold multiple web pages.


  1.   Define page views

Page view refers to the count of visitors each time a user opens the web page in the browser. Lets say a user visited our site and he viewed 10 pages, then we say we have achieved 10 page views. 


  1.   Define users

Users are the visitors who have completed a single session within the given timeframe. Generally users are referred to unique users of the site. 


  1.   Elaborate Bounce rate and Exit rate and their difference

Bounce rate refers to the number of visitors visiting any page of the site and exit without visiting any other page. In generally a any user who visited only single page of site will result in bounce rate. Bounce rate for a page will be calculated only when user starts from that specific page. 

Exit rate refers to the percentage of users who left in the most recent website session from a specific web page.  Generally speaking we calculate exit rate to understand from which page most users are leaving the site. 

Let understand this with an example: Lets assume we have single session on different days as follows

  • Day 1: Page A > Page B > Page C > Exit
  • Day 2:  Page B > Exit
  • Day 3:  Page A > Page C > Page B > Exit
  • Day 4:  Page C > Exit
  • Day 5: Page B > Page C > Page A > Exit

Calculation of Exit Rate is as follows: 

Exit Rate of A: Find the total sessions where Page A is in the path = 3 and how many sessions are exit from Page A = 1

=> Exit Rate of A: Exits/Total Participated sessions= 33.3%  similarly you can calculate for B and C

Calculation of Bounce Rate is as follows: 

 Bounce Rate of A: Find the total session which started with Page A, (ie) => 2, Find how many sessions users exit from Page A without visited any other page = 0 

=> Bounce Rate of A = 0/2 %= 0%.  Similarly you can calculate for other pages.


  1.   What are the capabilities of Web Analytics?

Web Analytics have many capabilities to analyse and present the user date. We can analyse target audience, audience locations, audience behaviour, traffic sources, conversions, revenue, devices, browsers info, navigation paths etc. 


  1.   How to improve the web traffic on the web page for enhanced web analytics?

The improvement of Web traffic is achieved by posting informative content, following SEO activities, doing promotion campaigns, and doing ads that may boost traffic to the website. Following these strategies can fetch better web analytics, thereby increasing the sales of the website as well.


  1.   List the benefits of Web Analytics.

 Web Analytics helps in understanding about our audience, their traffic sources, their behaviour and conversion data. 


  1.   What are event tracking and different elements in the same?

Event tracking involves tracking activity on the website, including pages clicked, visited documents, and file download. The three elements in event tracking are labels, actions, and categories. Labels refer to relevant information about the activities, and actions refer to the clicks done by the user.


  1.   How does Web Analytics help in market research?

A successful business requires online promotion these days to thrive in the market. Web analysis helps in gauging the number of visitors on the website and the traffic on the site. We can understand the audience behaviour and make decisions to improve our business. 


  1.   What is log file analysis?

It is a sound and safe method for analysing the details about the visitors to the website. Logfile analysis promises enhanced security for the website by preventing any harmful viruses from entering your computer. 


  1.   What is page tagging?

Page tagging is closely associated with the number of visitors on the website, which is auto-converted into page tags. It covers information like which pages the users are accessing.


  1.   What are KPI’s and how do you find them?

KPI refers to key performance indicators, which help find out the suitable tools that promote website traffic. Some of the key KPI’s are users, conversions, conversions rate, total revenue, average order value, ROI etc.   


  1.   What are the pros of log file analysis?

Log file analysis does not use cookies, which is a major advantage, as detailed activity tracking is feasible. It gives detailed information on how long a user has spent on the site, along with the number of pages viewed.


  1.   What do goals refer to in Web Analytics?

Goals are successful user actions alternatively termed conversions, these are measured to calculate a successful lead/sale on the site. We can user 20 goals for one reporting view. 


  1.   What are conversions, and how do you track them?

Conversion is a user-related activity from the perspective of marketing goals for a company. Goals like destination, duration, page visit, and events are different user activities that lead to conversion.


  1.   What is the difference between return visitors and repeat visitors?

A return visitor visits the website only once, while a repeat visitor visits the website frequently. In a way, repeat visitors are very beneficial for the business as they contribute to the growth as they visit the website repeatedly.


  1.   Where does data for data analysis come from?

 Web analytics are the tools available for website owners to assess the information about the number of visitors and traffic on the website. Many companies depend on web analytic tools to attract more visitors to the website.


  1.   How to reduce the bounce rate of a website?

Increasing website speed, optimizing the website’s landing page, adding a chatbot, and interlinking your website are the few strategies to reduce the bounce rate of a website.


  1.   How does web analysis work?

Web analytics is a procedure applied to analyse the data gathered from the web to improvise website traffic. Data is sent and processed via a web server to acquire user related information like who has visited the website, login details, and region of the server. This, in turn, boosts the sales of the products sold by the company and expands the productivity of the business.


Top 20 Web Analytics Interview Questions and Answers 2024 was last modified: January 4th, 2024 by Md Azharuddin
Mohammed Azharuddin is Founder and Senior digital marketing trainer @ Web Trainings Academy. He has 16+ years of experience in training and digital marketing services.