 In this module, we look at the difference between a website and a web application with reference to analytics and optimization, web analytics and optimization. Because you remember, as I have spoken earlier in the prior modules, that website is kind of static, is not interactive, okay, and it is, it lacks integration also. And the authentic, authentication is not a requirement. So we'll, we'll see that those things are valid there for the web analytics towards is web analytics, web analytics is the collection, correlation, measurement and analysis of the web usage. Web analytics is not about traffic analysis. Web analytics is about market research. Web analytics is about making or increasing the effectiveness of your website or your web application, making it more productive for you and for your customers also. There are a number of aspects of web analytics, which we'll be talking about. For example, what the web analytics tells you, web analytics tells you a lot. It tells you where your customers are coming from. Web analytics tells you that what your customers are exactly looking for, I will give you certain screenshots or certain tools, which actually track your clicks on the screen and show them on the screen. Web analytics tells you how effective your marketing campaign has been. Web analytics tells you that what your customers are looking for. Web analytics tells you that where you are losing your customers to web analytics is something is very powerful. And of course, there are tools in the market, which you can use for performing the web analytics. Now, this is what we used to have about 20 years ago. That was a time when I launched my web application about jobs. It was an online job portal, which got very high standing, actually the number one portal in the nation. Now, the point I'm trying to make over here is that at that time, this is the type of data which was available to us for analysis. You can see this is all textual data. The information is there, but you need to develop tools to harness the information or to extract the information out of this. You need to have certain tools for this purpose. Now, of course, things are available here right now. You can use Python, you can use our libraries also. But 20 years ago, that was not the case, right? So there has been a quantum change in the web analytics domain because of the tools which are available today. So why do we use web analytics? Web analytics is used to increase the effectiveness of our website. Web analytics is used to prevent the churn. Why? Because when a person comes to my site and leaves from my site, I know where he's coming from. So where he is leaving and why he's leaving, that I have to infer from the traffic, okay? And how does the web analytics tools work? The tools work in a number of ways. For example, one way is that I insert, I register my website with a web analytics company and I insert a certain piece of code in my web page. And whenever people come to my website or visit my web application, that code is used for tracking purposes, that code is used for recording things. So that is one way. The other way of performing that analysis is that with the permission, of course, of the visitor, I place a small piece of text on their hard disk, which is called a cookie. And using that cookie, I know the frequency of the visit and who was visiting me. And I can identify the visitors to my website. And of course, then there is, there are a number of servers globally, which are available, which are, which can check the time it needs to load pages for a certain web page, for a certain website, for a certain web application. And from there, I can get the data also. So there are a number of ways of doing all those things, doing all those wonderful, wonderful things. So I'll be very, very briefly talking about some of the web analytics tools, so to say, which is the Google analytics, which is the crazy egg, which is clicky and GT metrics. So Google analytics is probably the leader in this, in this domain. It provides very powerful suite of applications for the analytics purposes. And there is a market for you also, if you get Google analytics certification. So you become a certified Google analytics expert. So that increases your employment opportunities. And then of course, these crazy egg and clicky, they, they explore the traffic, they analyze the traffic, what users are doing on your website. And they generate nice visualizations for you, which are very intuitive. And which I'll of course show you also on the next screen. And they have a lot of information content for you, which was not there 20 years ago. And then is GT metric. GT metric basically tells you the time, the loading time for your different pages, your images for certain websites. And it can draw histograms for you. I will, at the end of this module, I will give you a demonstration. But before that, let me show you some very, very interesting graphics. This is what is called as a heat map. Now what it is showing over here is that where the users are looking at. They are looking at over here and they are looking at where frequently. So that generates a heat map. This area is not getting a lot of attention. So maybe you need to work on it. Okay. And this of course is getting more attention. So I know where the users are clicking. I know where they are interested. And this redness over here, this redness over here. It means that there are more clicks over here than in the neighborhood. This is a heat map. Then we have over here, which is called as a confetti. Confetti, again, you can see that this was a good option over here. It is generating a lot of clicks over here. But this visualization, this was a fancy visualization. There are hardly any people looking at it. There are hardly any people clicking on it. So need to work on it. Need to work on it, this also. Okay. People are not interested in it. People are looking, maybe I have text over here, but that is more relevant to them. That is more relevant to them as compared to this nice graphics. So need to work on them. So you see that these tools are available and for a certain subscription fee, which is not very high, one can subscribe to these tools and generate this confetti graph, generate the heat maps also. Now what I'll do is I will show you in real time using GT metrics, low times for a very popular website. Now let's take a look at it. So as you can see on your screen now, so I have the main skin of GT metric and I have entered the URL of a popular website and let's test that website. Let's see how much loading time this site takes. Let's see about the images and we will also see where the servers are located and all sort of wonderful data will be there and of course it will be displayed in the graphical form and that will help you analyze the web traffic and make it more productive for you. So it is performing the analysis fetching the data from that website and the purpose is to help you make the most out of your web presence, make the most out of your web application and your website. Now it has been almost completed the report. All the tests have been done and now you can see over here. This is for the load times over here and this redness of course is not very desirable. There are green regions also over here and I can click on them and I can get more details. The explanation is also available over there and then I can know about the test server locations geographically and you see there is a lot of wonderful information which is available over here and we can do a lot of analysis also. So that's about it. What I want you to discuss about and this is a summary over here also to see that there is a lot of work and there is a lot of wonderful data and analysis capability available over here.