Web Analytics Specialist

Determine how well a site is doing by measuring its web traffic.
picture of Web Analytics Specialist

Quick Stats


Salary Range
$42,000 – $118,000

Data from U.S. Department of Labor

What do Web Analytics Specialists do?

A Web Analytics Specialist, also known as a Web Analyst, determines the costs, benefits, and effectiveness of websites. It’s an essential job from a business standpoint. You see, the Internet isn’t just a great information-gathering tool. It’s fast, convenient, and filled with troves of informational treasure that can be accessed without the assistance of a shush-happy Librarian, but the Internet’s best feature isn’t its size, speed, or accessibility.

Instead, it’s its measurability, which is your domain when you’re a Web Analytics Specialist. To measure the effectiveness of websites, you use a suite of free and purchased tools. You collect information about website visits and visitors, your goal being to determine how to improve websites so they can attract more visitors who stay longer and eventually become customers.

Because web analytics solutions pretty much run themselves once they’re installed, the majority of your days as a Web Analytics Specialist aren’t spent collecting data, but rather interpreting it. On a daily, weekly, monthly, quarterly, or annual basis, you generate and review reports that contain information about visitor demographics and behavior. For instance, you determine how many people visited your website, where those people are located, how long they stayed, what and how many web pages they viewed, where on the website they clicked, and what search engine terms they used to find your website in the first place.

Armed with this information, as well as in-depth knowledge of search engine optimization techniques and web design strategies, you then present your reports to Web Designers, Web Developers, Web Editors, Web Content Managers, and others, giving them recommendations for enhancing the website and making it “stickier” (that is, more attractive and more useful to more visitors).

Should I be a Web Analytics Specialist?

You should have a bachelor's degree or higher and share these traits:
  • Detail Oriented: You pay close attention to all the little details.
  • Logical Thinker: You take a step-by-step approach to analyze information and solve problems.
  • Outside the Box Thinker: Your creative brainpower gets a workout as you come up with innovative ideas.

  • Also known as: Analytics Specialist, Technical Web Analytics Specialist, Web Analytics Consultant

    How to become a Web Analytics Specialist

    We recommend at least a Bachelor's degree. Check out these schools offering Web Analytics Specialist-related education!
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