On this page, you will learn exactly what digital analytics is, what different types of data analysis there are, and what services and procedures IT-WINGS offers to support your personal data analysis, thus enabling you to advance your company.

What is Digital Analytics?

Digital analytics, web analytics, data analytics – digital data analysis has many names and describes both the collection of digital data from website visitors (desktop and mobile) and the analysis, evaluation and visualisation of that data.

This data includes important key performance indicators such as website views, length of stay and bounce rate. The digital analytics sub-areas include descriptive, quantitative, qualitative and statistical data analysis. To understand the behaviour of users on your website is extremely important for your online success. Therefore, collecting this data should not be the end point – an analysis and the resulting interpretation provide valuable insights into the world of digital marketing.

Digital analytics helps to illustrate and understand users and their behaviour in order to be able to optimise both the overall online performance of the company (e.g. in terms of ​​SEO and content) and the return on investment (ROI).

The best known web analytics tool is Google Analytics. Our overview of the best tracking tools gives you a very detailed picture of the various functions and providers of data analysis tools – this includes Python, R, etracker and our proprietary BI software.

Digital Analytics Use Cases

With the help of digital data analysis methods and tracking (“digital footprints” such as cookies), different areas can be viewed and optimised. As a web analytics agency, we can help you with the following endeavors:

Customer Journey

  • Cross Device Analysis
  • Cross Domain Analysis
  • Multi-Channel Analysis

Online Marketing Performance

  • Traffic Quality
  • Macro and micro conversions
  • ROI


  • Sales & Transactions
  • Bestseller
  • Funnel analysis during the buying process

Paid Advertising

  • Campaign Monitoring
  • Tracking

App Tracking

  • Collect, analyze & evaluate data

Digital Analytics Performances

In addition to technical digital analytics, we also conduct performance marketing analytics and advanced analytics. Our technical web analytics helps marketers to gain important insights and understand their data to improve website performance.

We are your partner for all matters revolving around integrating data analysis tools, as well as data collection, data visualisation and data interpretation.

During a workshop and brainstorming with you, we will define your KPIs, thereby ensuring that your website will reach the desired performance and will grow even beyond that. Thanks to neatly arranged dashboarding you can easily check your KPIs and measure your success accordingly. If you have any questions, we are happy to help you.

Technical Digital Analytics

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Performance Marketing Analytics

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Advanced Analytics

Advanced Analytics visualisiert mit zwei Leuten vor einem Laptop

Technical Digital Analytics

Technical web analysis is the basis for the continuous performance analysis of your website. It will help you to run your website more efficiently. Doing so requires selecting and implementing a web analysis tool that optimally suits the requirements of your company.

As a web analytics agency, we will gladly support you and explain the advantages and disadvantages of the common tracking and tag management solutions with which we are very familiar thanks to many years of practical experience.

In addition, we create a tracking concept that defines company-specific conversions and serves as the basis for subsequent data analysis.

Moreover, our own business intelligence tools give you the option of automating data collection and organising it efficiently in a database. With our BI solutions, you can exploit the full potential of your collected data and thus achieve a competitive advantage.


Performance Marketing Analytics

Before we start working together, we will conduct a workshop. During said workshop, we will answer company-relevant questions around digital marketing, such as: How many touchpoints do customers interact with before a certain action is completed? How can losses in the funnel be minimised?

Based on your answers, we will define company-relevant KPIs (Key Performance Indicators). These serve as a basis for assessing the success of your website and online performance.

The company-relevant data recorded by the technical web analysis is then analysed based on mathematical and, even more importantly, statistical methods.

The findings from our analyses combined with our extensive experience serve as the basis for our recommendations. This data is also prepared for the management team of your company, as well as your online marketing and e-commerce departments. The data will always be presented in a way that will be easy to understand for the respective target audience.


  • Campaign Success and Rating
  • Analysing Customer Journey
  • Attribution models
  • Budget Allocation
  • Cohort Analysis
  • Customer Identification
  • Predictive Modeling
  • Ad-hoc Analyses
  • A/B-Testing
  • Multivariate-Testing

Advanced Analytics

An increase in efficiency is possible by recognising trends, problems and chances at an early stage. We can provide those insights by merging different data sources. This neatly merged data pool is the basis for statistical analyses.

Target group-specific dashboards are created individually according to your desired data using BI tools. This will allow to look at the the most important KPIs directly and you can discover the most relevant findings directly from your data through interactive, dynamic and automated dashboards or reports.


  • Tableau
  • Klipfolio
  • Microsoft Power BI
  • Pentaho Data Integration
  • Python
  • R
  • Alteryx
  • Qlik Sense



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Technical Implementation

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Analytics & Reporting

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Recommended Actions


Before we start analysing the data, we will conduct a workshop to define your company goals (both regarding macro- and micro-conversions). In addition, we will also define the first steps for a data analysis. This includes relevant KPIs, which will play an important role when measuring success and for future reports as well as your dashboards.

After we complete the workshop, we will develop a tracking concept which will include all tag names as well as the technical parameters of the tracking in an easy to understand manner.

Technical Implementation

Based on your individual tracking concept, the tracking will be implemented into a tag management system. Afterwards, it will be connected to the tracking tool of your choice.

Once this step is completed, traffic-, event- and conversion-metrics, as well as the predefined dimensions will be tested extensively. When testing has been approved, tracking will be activated.

Analytics & Reporting

After the data has been collected, analyses, reports and dashboards will be created for you. This will happen through a tracking tool, Microsoft Excel or a BI solution, depending on that was previously agreed upon. In addition, if necessary, adjustments are made to the tracking.

The goal is to help you make data-driven decisions in online marketing, sales, HR or management in order to further increase your company’s performance.


Depending on the previously defined company-specific goals and target groups, the data at hand will then be prepared for the target group through individual and dynamic dashboards. The aim is to visualise the collected data as a story – clear and simple – in the dashboard.

The knowledge gained serves as the basis for increasing your company’s performance. Furthermore, due to the management-oriented processing of the data, the dashboard serves as a status quo determination of the performance,  an overview of the achievement of goals, a basis for decision-making for further measures  and as a performance record for external agencies.

Recommended Actions

Once we have completed all the previous steps, we will use the data at hand to provide you with recommendations and strategies to move forward.

Our recommendations will serve as a guide to reach the predefined goals as efficiently as possible. It will also yield specific tasks, which can then be distributed to the individual departments, such as online marketing, e-commerce, sales, product management, web analytics and so on.

Why Does Digital Analytics Matter For Your Company?

Data wasn’t just created to look at; it’s the most important basis for future business decisions. Tracking, reporting, dashboarding; we are your reliable partner when it comes to navigating the thick jungle of data trees and focussing on your goals. Digital analytics enables you to measure the efficiency and success of your campaigns. It will also help you to understand your customers better. Stay ahead of your competitors and benefit from our experience. We will help you to not only read numbers, but also interpret them accordingly. This will help you to allocate budgets more efficiently and increase your revenue.


Benefit from our many years of experience! By performing mathematical analyses of your data, we can help you to identify and better understand customer behaviour. With our target group-oriented visualisation and management-oriented recommendations for action, you can optimize the performance of your company in a data-driven and cross-channel manner. This includes, for example, increasing the customer experience and the marketing ROI. Data analysis is of major importance – what are you waiting for? Take your business to the next level with our expertise.

Digital Analytics Seminars

Our experience will help your business

You collect a large amount of valuable data through platforms, newsletters, online marketing and social media activities. This data often remains unused because the company lacks the competence to evaluate the data correctly. Analysing such data with a wide variety of tracking tools (Google Analytics, Adobe Analytics, Matomo) has been our daily business for years. We are happy to share our knowledge with you, thus helping you to understand your data better. Our digital analytics seminar covers practical and individual ways about how to integrate tools correctly, which KPIs matter and what  strategies to use in certain situations. We will also teach you how to combine your KPIs with other data. Finally, we will show you how to download, automatically send or visualise the data in specially created reports. IT-WINGS offers you company-relevant, individual and practical training. Learn more!

Seminar with three participants and leader


In addition to numerous years of experience with digital analytics and business intelligence, we can also boast a number of highly satisfied clients and partners. Our goal consists of not just offering you any solution. Together, we will find the solution that best suits your individual needs. If you have any questions, concerns or problems, feel free to reach out at any time. Also, if you’re desiring additional information or would like to receive an offer for a certain service, please let us know. We will be more than happy to help you.

Interdisziplinäres Team Icon mit mehreren Menschen

Interdisciplinary Team 

B2B-B2C Visualisierung mit Person Icon und Taschen Icon

 B2B and B2C Expertise 

Innovative Webanalyse als Superman ICON

 Innovative Web Analytics 

Fernglas ICON

 Proactive Way of Working

Holistic Approach