Website and Digital Analytics
Website and digital analytics work means making sense of your traffic, engagement, and conversion data, so you know what's actually happening and what to do about it. Praxia Insights analyzes web, social, and campaign data, sets up the tracking and reporting behind it, and explains what the numbers mean.
Most organizations have far more analytics than they use. The tracking got set up at some point, reports arrive on a schedule, somebody glances at the traffic number, and none of it ever changes a decision.
That happens because a dashboard full of metrics isn't an answer. Knowing that sessions are up 12% doesn't tell you whether that's good or what to do about it, and those are the only questions anybody actually has.
We'll start from the decisions you're trying to make and work back to the numbers that inform them. Then we'll tell you what the data says, in plain language, including when it says less than you'd hoped.
Discuss your analytics needs
What We Do
Analytics review and cleanup
We'll audit what's currently being tracked, find what's broken or double-counting, and fix the definitions so the numbers mean what people think they mean. A surprising share of analytics problems turn out to be measurement problems.
Conversion and click-through analysis
How people move toward a conversion, where they stop, and what's actually driving click-through on the pages and campaigns that matter.
Traffic and audience analysis
Where visitors come from, what they do, which sources bring people who actually convert, and which channels are producing volume without value.
Social and campaign analytics
Performance across social channels and campaigns, tied back to what happened on your site, so you get more than engagement numbers floating on their own.
Content and page performance
Which pages do the work, which ones people leave from, and what your best-performing content has in common, and the answer usually reshapes what a team publishes next.
Reporting and dashboards
Ongoing reporting built around your decisions, delivered in whatever your team already uses, whether that's a dashboard, a CRM report, or a spreadsheet.
What We Find Out
Analytics is very good at telling you what happened and where. It can't tell you why, and that's a limitation worth being honest about.
When the question is why people behave the way they do, you need research with actual people. We'll say so when that's the case, and we can run that research too, whether it's usability testing, interviews with people who dropped out, or testing what your copy actually communicates.
The strongest work usually combines both. The analytics tell you where to look, and the research tells you what you're looking at.
Project Examples
A NIH-funded study examining neuropsychological predictors of adaptation after trauma.
A five-year randomized control trial (RCT), funded by the U.S. Department of Ed, to study individualized math instruction.
Led a national survey study in partnership with Berklee BEATL & Adobe to study AI use in the music industry.
How We Work
1. Initial consultation and plan
We meet to discuss your specific needs and confirm this is the right approach for the decision you're facing.
2. Project scoping and budget
You receive a custom scope of work with tasks, due dates, and budget before any work begins. Fixed scope, no hourly surprises.
3. Project execution
You receive updates on progress throughout, including recruitment status and fielding milestones.
4. A true partnership approach
We share insights with you as they come up throughout the project, so your team can start acting on what we learn long before the final report is finished.
5. Project completion
We deliver final insights in the format your team will actually use, whether that's a written report, an executive presentation, or a working session.
Frequently Asked Questions
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It involves making sure the right things are being measured correctly, then analyzing your traffic, engagement, content performance, and conversion. Most of the value comes from the analysis and the cleanup, and much less from the reporting itself.
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Usually, yes, and it's a common starting point. Tracking that was set up years ago by somebody who's left, events firing twice, definitions nobody agrees on. We'll audit what's there, tell you what's broken, and fix the measurement before anybody tries to draw conclusions from it.
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Three to six weeks for a review and analysis. Cleanup and reconfiguration can add time depending on how much is wrong. Ongoing reporting arrangements run on whatever cadence suits your team.
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It depends on how many properties and channels are involved, the state of the current setup, and whether you want a one-time analysis or ongoing reporting. We'll give you a fixed-scope quote after an initial consultation.
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We work in the analytics platforms you already use, and we'll pull from your CRM, your social platforms, and your campaign tools as well. If you need reporting built somewhere specific, we can build it in Power BI, Tableau, Looker Studio, your CRM, or in Excel and Google Sheets.
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Sometimes. Analytics can identify when it happened, which pages and sources were affected, and whether it lines up with a site change, a seasonal pattern, or a search visibility shift. What it can't do is tell you what was going through anybody's head, and if that's the question, research with real users is the way to answer it.
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Yes, and we'll build it around the decisions your team actually makes instead of around every metric the platform can produce. We'll also document what each number means so the reporting survives a staff change.
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We analyze search performance as part of digital analytics, including which queries bring people in and how pages perform. Ongoing SEO implementation is a different discipline, and we'll tell you honestly when that's what you need.
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Yes. Web behavior connected to what happened in the CRM afterward is far more useful than either on its own, because it tells you which traffic actually turns into revenue instead of which traffic is largest.
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We'll tell you. Plenty of business questions can't be answered from analytics no matter how it's cut, and pretending otherwise wastes your time. When that happens we'll say what research would answer it and what that would take.
Our Experience
More than 60 studies designed, including case study, quasi-experimental, RCT, and mixed-method designs
More than 100 focus groups and in-depth interviews conducted
More than $4 million in grant-funded research managed
Clients spanning Fortune 500 companies, startups, nonprofits, universities, and federally funded programs
Our researchers hold doctorates in educational neuroscience, psychology, and related fields
Want your analytics to actually tell you something?
Tell us what you're trying to decide and what you're currently tracking, and we'll advise on what would help.