Summary  
Implement code to track discrete events, aggregate data points, and calculate performance metrics using formula-based computations.  

General domain of usage  
Web analytics

Web analytics helps marketers understand how a website performs and how visitors behave. It shows where users come from, what they do on the site, where they drop off, and which actions lead to results.

### Common Tools
- **Google Analytics**: traffic, behavior, conversions, events;
- **Adobe Analytics**: advanced enterprise reporting;
- **Mixpanel**: event-based behavior analysis;
- **Heap**: automatic event tracking;
- **Hotjar**: heatmaps and user behavior visuals.

### Key Formulas
**% of users completing a goal:**
$$
\text{Conversion Rate} = \frac{\text{Conversions}}{\text{Total Visitors}} \times 100
$$
**% of users clicking after seeing a link or ad:**
$$
\text{CTR} = \frac{\text{Clicks}}{\text{Impressions}} \times 100
$$
**Average amount spent per order:**
$$
\text{AOV} = \frac{\text{Total Revenue}}{\text{Number of Orders}}
$$
**Revenue generated per visitor:**
$$
\text{Revenue per Visitor} = \frac{\text{Total Revenue}}{\text{Total Visitors}}
$$
**Long-term customer value:**
$$
\text{CLV} = \text{Average Purchase Value} \times \text{Purchase Frequency} \times \text{Customer Lifespan}
$$

### KPIs by Funnel Stage

The most useful analytics setup combines traffic data, behavior data, and conversion metrics. When these are tracked together, marketers can see what brings users in, what keeps them engaged, and what turns visits into results.

A page receives high traffic and long session duration, but very few completed signups. Which metric most directly confirms the core issue?

Which insights can heatmaps and click maps most directly provide? (Select two)

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Understanding and Using Web Analytics

Common Tools

Key Formulas

KPIs by Funnel Stage

1. A page receives high traffic and long session duration, but very few completed signups. Which metric most directly confirms the core issue?

2. Which insights can heatmaps and click maps most directly provide? (Select two)

3. Match the KPI with the customer journey stage it most directly supports: