5 Analytical Tools That Can Help Your Business

Written by Run2.
· 4 minute read

In an increasingly competitive digital world, for an SEO campaign to be successful, data acquisition is extremely important. Knowing how to interrupt data and utilise it in a pragmatic way can help boost your online presence, which in turn can lead to a higher volume of traffic and sales via your website.

Here we outline 5 of the many analytical tools that can help your business and we explain some of the jargon associated with them.

Google Analytics

Google Analytics is a must have tool for any business wanting to monitor their online performance. Every business with an online presence should have Google Analytics installed on their website. It is a valuable piece of software that once installed, provides unique insights such as visitor traffic and user engagement.  

Understanding the Jargon

To get the most out of Google Analytics it is important to understand what the terminology means. Below are the most common metrics used throughout the platform.


If an individual visits your website multiple times in one day, the total recorded sessions will go up accordingly.


Unlike sessions, if a single user visits your website several times in one day, they are still only recorded once in Google Analytics for that particular day.

Bounce Rate

The bounce rate is the percentage of which visitors (who did not interact with your website) left without visiting another landing page. For example, if 10 visitors arrived on the website via the homepage, did not visit a single other web page, then the bounce rate would be 100%.


A measurable parameter as defined by the webmaster. For example, a goal could be set to landing on a contact page or when a user signs up for a newsletter.


A conversion is achieved once a goal has been met.

Pages per Session  

The number of landing pages browsed by an individual for each session.

Average Duration

The time spent browsing through the website before the user leaves.

Page Views  

The total pages viewed by the user before they have left the website.

Google Search Console

For any business owner, it is important that your website is setup with Google Search Console, previously known as Google Webmasters. Google Search Console helps with indexing so that your business appears in the search engine results pages for desirable keywords. Similar to Google Analytics, analytical information is provided, however the information comes in the form of what is known as search metrics. Information is recorded at the earliest stage, before the user actually arrives on the website.

Search metrics provides valuable data will help you gain an insight into how your SEO campaign is performing. Below we explain what are the search metrics and what do they mean.


Impressions are the number of times visitors who have viewed your entry in Google’s search engine results pages.


A click is measured when a user clicks the company’s submission in the search results.

Click Through Rate

The click through rate (CTR) is calculated by the number of clicks divided by the number of impressions.

5 Analytical Tools That Can Help Your Business


Ahrefs is a popular tool used in the SEO community. Ahrefs is a great tool for discovering your competitors backlinks and for finding offsite opportunities. Backlinks are an important metric that Google’s algorithm utilises when deciding upon the authority of a website for keyword search terms. Backlinks are simply a clickable image or text, that once clicked, sends the user to an external website.


When a user arrives on your website, it is important to gain an understanding of the user behaviour. If your website does not look aesthetically great or functional, this would often reflect badly on the user’s journey. To gain an understanding of the average visitor’s journey when landing on your website, it is important to install a tool similar to HotJar. Learning from the results of your HotJar findings will often result in increased conversions.

User behavioural findings are often analysed and interpreted via:


Heatmaps are a visual representation of user behaviour data in the forms of clicks. The more clicks, the brighter the area of the heatmap will be.


Each user session can be recorded that can be watched later in the form of a video. Many lessons can be learnt from watching recordings of a user’s behaviour. For example, if visitors are not scrolling to the bottom of your website, you may want to consider pushing up valuable content above the fold.

Infinity Cloud Call tracking

Due to the nature of business, potential clients may prefer to phone a company rather than fill out a contact form or use a live chat feature. Tracking phone calls will allow you to gain a greater insight into how your website is performing in the offline world.

Phone tracking provides accurate data for the following:

Traffic Source

Infinity Cloud call tracking will record the source of the phone call. For example, are people who visit your website calling after landing on your website via organic sources or via your Google ads?

Length of Call

How long you keep a potential client on the phone may be the difference

between a sale and a missed opportunity. With this tool you will be able to know how long each call lasted.

Missed Calls

If calls are not being answered that could potentially be harmful to your business. Infinity cloud call tracking will keep a record of each phone call that was not answered.


The location of every phone call will be stored so you know where your leads are coming from

Let the Professionals Propel Your Business to New Heights

Here at Run2, we are the go-to experts when it comes to increasing traffic and sales to your business. We are specialists when utilising tools to get the most out of businesses potential in an ever more competitive online world. For a proposal or just a general chat about how Run2 can help your business, feel free to contact us today by calling us on 0161 236 7161 or by filling out our contact form.