Learning from what people do
Digital products can record actions such as a page view, search, or purchase. Each recorded action is called an event. Analytics tools turn these events into counts and charts. For example, a team can see how many shoppers start checkout and how many finish it.
When a team talks about web traffic, it may mean visitors, visits, or the requests they make. The chosen measure changes what the numbers mean.
A funnel shows how many people reach each step and where they leave. Teams can also compare groups, such as phone and computer users, to spot differences.
What the numbers can tell you
The numbers depend on what was recorded and how each action was defined. Missing or repeated records can mislead. Analytics can show what happened, but often cannot explain why, so teams may need to speak with users as well. Teams should collect only data they have a clear reason to use. The same data can feed business intelligence reports across an organisation.