Digital Analytics

Digital analytics is the collection and analysis of user behaviour across digital channels, from website and mobile app to campaigns and search.

The field has three layers: collecting events from every channel, modelling them into shared units such as user and session, and reporting in a way that connects to a decision. Its scope is wider than web analytics, since it also covers mobile apps, page performance, organic search and qualitative evidence. The most common error is placing figures from several tools side by side: when each defines sessions, users and bot filtering differently, a gap between them is expected and does not make one of them wrong. Treat one tool as the system of record and read the others for trend, not for numeric agreement.