Assessment of online advertising efficiency with the help of web analytics systems

The article describes the main indicators of the online advertising efficiency. The web analytics systems make it possible to collect and analyze information about the visitors of Internet resources. Installing the counters of analytical systems in websites, advertisers are able to track customers at all stages, from the click on an advertisement to the payment of an order in the Internet store. The capabilities of the web analytics system Google analytics are described. Google analytics allows you to track the following basic indicators that characterize website visitors: 1) page view; 2) visits;3) unique visitors; 4) number of pages viewed per visit; 5) bounce rate; 6) length of stay on the site. The cases of advertising agencies for online marketing efficiency management are shown. The circumstances impeding the analysis of online advertising efficiency are listed and the recommendations how to overcome these difficulties are formulated. The analysis of online advertising efficiency is usually complicated for the following reasons: information on advertising, visitors and customers is viewed and analyzed in those sources which form this information; the data are collected in large volumes, and have a complex structure; despite the large amount of data, collected information is usually not enough for efficiency management within each advertising channel; a large number of parameters affects the efficiency indicators; it takes time for a person to make a decision about buying something; in web analytics systems there is no information on the history of customer relations; web analytics tools enable you to assess the efficiency of internet marketing activities only in the case of transition of users to a promoted website.