In the context of digital services, analytics refers to the monitoring and interpretation of relevant key performance indicators (KPIs). The indicators can be divided into strategic and operational KPIs. Strategic KPIs are used to monitor, for example, total sales or the development of new customer numbers, while operational indicators are used for purposes such as measuring the development of the organic visibility of individual product pages or the results of A/B tests.
The achievement of business, sales, marketing and customer satisfaction goals should be monitored with both quantitative and qualitative indicators. Common analytics tools include Google Analytics and SEMRush. Google Data Studio can be used for reporting.