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Tracking Online Conversions with Web Analytics System

Student: Minasian Maiia

Supervisor: Sergey Alexandrovskiy

Faculty: Faculty of Management (Nizhny Novgorod)

Educational Programme: Management (Bachelor)

Year of Graduation: 2018

The use of web analytics system which is one of the main ways to assess the efficiency of companies in the online business processes seems to be an integral part of the successful marketing strategy of modern organizations of all sizes. The research provides a practical model for assessing company's current marketing strategy with the use of web analytics tools that allow organizations to find strengths and weaknesses of their Internet marketing. The first chapter gives information about the theoretical aspects of tracking online conversions of customers with the web analytics system. The second chapter analyzes the current marketing activities of the company and a detailed study of statistical reports of the Google Analytics system. Based on the analysis, a number of recommendations have been made regarding the possibilities for improving existing channels and tools for Internet marketing. Findings have significance not only for the company considered as an object of research, but also for other companies operating in the B2B market that need to analyze online conversions of users.

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