ABSTRACT
Chapter 8 discusses the use of web analytics to learn more about how customers are using a digital business prototype. Web analytics provides data on all three phases of the ‘ABC’ process, including how many potential customers are attracted by each online channel, how users behave on a prototype, and the conversion actions taken by visitors that create value for a digital business. Using Google Analytics as an example, this chapter discusses how web analytics works and what exactly it measures. This chapter also shows how to install web analytics tracking code on a prototype and how to test that web analytics is working properly.
