Digital analytics are fundamental to any business that is serious about having an online presence. This is an undisputed fact that most marketing directors are keen to embrace nowadays. But how much should a company be spending on digital analytics? Is your company spending the right amount of money on analysing its web traffic data?

Those who are relatively new to digital analytics might not be familiar with the term “assisted conversions”, so I’ll start this post with a brief explanation of the concept.  

People don’t always buy a product the first time they’re exposed to it. It sometimes takes a great deal of exposure (either through friends’ recommendations or through advertising campaigns, or both) to awaken our interest and finally convince us to make a purchase. 

Search giant Yandex, the equivalent of Google in Russia, has taken the world by storm in recent years with a free web analytics platform that is probably one of Google Analytics’ most serious competitors around. Yandex Metrica is the Russian equivalent of Google Analytics, and although it still lacks some of its American counterpart’s essential features, there are some areas of digital analytics where the former U.S.S.R manages to outperform good old Uncle Sam. 

Most people who work in digital marketing are familiar with the following scenario: someone in your company (other than you) gets approached by a business owner whose website seems to have the potential to bring valuable traffic to your company website. Your boss hears about what sounds like a fantastic opportunity from that employee he trusts, and immediately asks you, the person in charge of digital marketing, to close the deal. You’re now left with the responsibility to deal with a potential asset, or liability for your quarterly digital marketing results, depending on how much ROI this new website will bring to your business. And your boss really trusts that employee who put a bee in his bonnet and really wants you to go ahead with this.