What is a web analyst, what are its functions and why do companies need it?

The web analyst is currently, together with the data scientist, one of the most demanded and sought-after professional profiles. Why? Because no matter how small your website is, you must have certain marked goals; whether commercial, traffic, marketing, etc. to achieve success. We tell you what it is and why you need a web analyst.

How will you know the page if you are reaching your goals? You must measure them … and that’s what the web analyst is for; a profile capable of seeing and predicting what we are doing well, what we are doing wrong and how we can optimize our actions on the Internet. Keep reading if you want to know more about the role of a web analyst; their functions, their studies or even their salary.

What is a web analyst or data specialist?

The web analyst, as we have told you, is the professional profile responsible for measuring and analyzing the effects of any action performed on the Internet. Its function goes through the collection and analysis of the data, but also, it must be able to interpret said data by establishing cause-effect relationships with respect to the actions taken.

The main responsibility of a web analyst will be to establish new objectives in line with the change and evolution of the data it collects. Companies spend a lot of money on marketing, and an analyst must be able to give the guides and guidelines to follow so that the actions are as profitable as possible; they are aimed at the interested public and, ultimately, they will mean a return on investment ( ROI ).

What it takes to be a web analyst

It is important to note that the web analyst is a multidisciplinary profile: it is not enough to have knowledge about statistics and data processing, this professional must have notions of all kinds; from SEO positioning, social networks or online marketing, to web architecture and, at the same time, understand and master the global business vision of the organization.

The professionals who have come to this field come from different backgrounds and profiles, most of the 2.0 environment. Marketing, communication, ADE, math or computer professionals have specialized in the analysis by using and studying the right tools for it. The fact that the data analysis sector requires multidisciplinary capabilities means that the best training is that which is broad and that, subsequently, is accompanied by specialization in the field of analysis in particular.

The best option for those who want to devote themselves to web analysis is to put themselves in the hands of professionals in the sector who have already worked out a career in this field. Since it is a fairly young professional profile, those who can help the most to generate a larger employment exchange that responds to the demand, are the active professionals themselves. Experience in this sector is the basis of learning; In our case, IEBS has launched several programs in which professionals in the Spanish market have been encouraged to share what they know. A good example is the Postgraduate in Web Analytics and Analysis Techniques.

How much a web analyst can earn and what future prospects he has

Estimates indicate that the average salary of a senior web analyst, with 3 to 4 years of experience, can reach 25,500 and 30,500 euros a year. This profile is also ranked 19th among the 20 most demanded digital professionals in the labor market. Until recently, the demand for people who responded to these capabilities was very low, and that is when more specialized training begins to be offered.

The functions of the web analyst in the company

1 # Choose analysis tools

The choice of the web analytics tools you are going to work with is, without a doubt, one of the most important tasks of an analyst. The selection will determine, to a large extent, the success or failure of the actions carried out afterward.

Something important to keep in mind is that for an analyst it is a waste of time to start using a tool and investigate the graphs and reports, without first asking a couple of questions about the business or the product. What do we want to find? To choose the tools it will be crucial to know first the analysis objectives that are had; Do we want to control traffic? The conversions? Clicks on X product in particular? Each tool plays a role, and some will be better than others to carry out what we need.


  • Google Analytics
  • Clicky
  • Mint
  • Church Analytics
  • Kissmetrics
  • Open Web Analytics
  • Clicktale
  • CrazzyEgg
  • Piwik
  • Cloudflare

2 # Monitor

The main task of the analyst is to monitor the traffic received by the website; examining aspects such as the source of origin (organic, reference, direct traffic …), the navigation device (tablet, computer, mobile), the user’s demographic profile, and a long list of information and data that can be collected to know Better to the audience and their tastes.

3 # Control and determine online campaigns

Since the web analyst or data specialist is the one who has all the data at his disposal, it is logical to think that he also has the answer to how to create better marketing campaigns; That is more accurate and generates better results. Therefore, one of the key jobs of the data analyst will be to monitor the performance of any online campaign. These campaigns, whatever their nature, require investment and, therefore, it is essential to know their return.

4 # Measure and get conversions

Traffic to a website, in itself, does not help much: it is necessary to get this traffic to convert, or in other words, the web to be able to transform traffic into customers. Therefore, conversion monitoring is another of the main functions of the web analyst. In this sense, it is not enough to know the exact number of conversions; The analyst must answer questions such as the following:

  1. What has been the evolution of conversions over the previous period? What has this evolution been due to?
  2. What aspects have made it difficult to achieve conversions? How can we improve them?
  3. Does the conversion flow vary throughout the year? In other words, what is the optimal period of the year for the business?

5 # Treat and analyze the data

Once the data is extracted, the analyst must treat and analyze it. Previously, the analyst will have selected the data he wants to collect based on the critical indicators for the business; that is, it will monitor everything that is relevant to some action of the company. Once the analysis stage is reached, conclusions about the data obtained must be drawn and with these conclusions, the future actions of the company in different fields will be determined.

6 # Proposal for improvements

The analyst must propose improvements to optimize the website with the focus always on increasing the level of conversions. For example, if the objective is the sale, this professional will suggest actions on how to facilitate the purchase process, the size, location and design of the purchase button, and so on.

In addition, the analyst will also work on the development of intuitive and visually appealing charts and reports that synthesize all the information. Do not forget that you must convince your superior of the improvements you want to undertake and, surely, he will not have as much experience in the data processing.

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