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  3. Digital Analytics

Digital Analytics

Analytics is the strong foundation of the uMarketingSuite. The Analytics section of the uMarketingSuite ensures that the visitor’s data is collected. With its help, it’s possible to determine which A/B test works best or how the website can be personalized. This invaluable source of data allows you to get started with your own analyzes.


Data collection

Each of your website’s visitors leaves a great deal of data behind. That’s just how the internet works so let’s be grateful and make use of it! By default, it’s known which page is visited, at what time that happens, which browser and type of device are used (mobile, desktop, tablet), where the visitor comes from, from which page the visitor came, and whether the visitor has ever been to this website before. The uMarketingSuite stores all of this in an efficient and privacy-friendly way. Therefore, you can use this information to analyze the data of your visitors, to perform A/B tests and to personalize your website.

Background Fingerprint

Additional information based on behavior

With the help of an extra uMarketingSuite-javascript file it’s possible to collect much more data about your visitors, for example:

  • Clicking on external and mailto links as well as opening PDFs and other files;
  • The page scroll depth;
  • The amount of time that a visitor actually interacts with the website (as opposed to tracking for how long the page has been open as in this case, the tab might have been left in the background or the visitor could have been idle);
  • Playing and pausing videos as well as how far they’re watched;
  • The interaction with Google Maps;
  • How forms are used on your website and which error messages are triggered, if any.

Server-side and first-party cookies

The uMarketingSuite uses statistics that are collected on the server. This means that the data is always collected - even if the visitor uses an ad or cookie blocker. Of course, this should be done with the user's permission in a privacy-friendly way. But which visitor doesn’t want to get an improved experience through personalization, for example? To do that properly though, we really need some information about them.

Additional information related to the visitor's behavior on the website is sent via secure first-party cookies.

Fast and efficient access and storage

The collected data is stored quickly and efficiently in the database of your website / uMarketingSuite. This ensures that the impact on the website’s performance is as low as possible. We also use smart storage, which means that the amount of required storage space is minimized.

You own and control the data

One of the greatest aspects of the uMarketingSuite Analytics module is that all data is stored on the servers specified by you. This can be the same database that the website runs on or a completely different database server. As all data is stored on the server of your choice, it’s entirely under your management and control. This fact allows you to be certain about the ownership of the stored data and to have a direct influence on it. Furthermore, uMarketingsuite doesn’t store anything at another location – that’s also privacy-friendly for your visitor!

Privacy by design

You determine how the data within uMarketingSuite is stored: completely anonymous or linked to the (anonymous) visitors if they’ve given their permission. We ensure that you can be GDPR compliant and that the data is only used for and by you.

See what bots are doing on your website

uMarketingSuite uses server-side data collection, so all the bot-traffic on your website is mapped. Did you know that almost 60% of all the traffic for some websites is bots? Well-known bots are, for example, GoogleBot and BingBot. Countless other spiders, lesser-known bots such as Yandex (the Russian search engine) and Baidu (the Chinese search engine) as well as many more tools visit your website frequently. With our uMarketingSuite you get a complete overview of such activities. Therefore, you can see how important your website is according to Google (the more often it visits a page, the more important that page is). You can even block some bots to boost the speed of your website and server.

The sky is the limit

The uMarketingSuite gives you control over your data which can be easily used to develop your own functionalities. How about a unique benchmarking tool where you can quickly compare the effectiveness of different campaigns and landing pages? Or maybe you can make a dashboard where unique visitor profiles are created based on data that you’ve never thought of! When it comes to the data from the uMarketingSuite, the sky is the limit.

More information


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