Analytics (or website metrics, or web statistics) is the business of not only measuring the performance of a website or online business, but analysing the performance in order to make further changes to the online strategy; Thus effectively 'closing the loop' and starting to make changes based on real world data.

Pollenation use a combination of in house and commercial tools in order to assess the performance of our clients websites. Simple tools such as webtrends or awstats can tell how many people have visited a site but it is only with tools such as clicktracks or our own 'garp' pay-per-click analysis software that we can really see how people behave on our clients websites.

The information from these tools allows us to refine pay per click adverts and website content for the natural optimisation to ensure the maximum site traffic on keywords that generate revenue.