B2B Web Analytics: Data-driven insights for sustainable success

From identifying crucial Key Performance Indicators (KPIs) and tracking web analytics to integrating data into the B2B sales cycle – in this article, we take a comprehensive look at the significance of web analytics in B2B business. We explore strategic approaches that assist B2B companies in maximizing the benefits from their online activities.

[Translate to Englisch:] B2B Webanalyse

For many B2B companies, a dedicated online presence is an indispensable part of their business strategy today. In this context, web analytics serves as a key instrument for companies looking to optimize their online activities and make data-driven decisions. The ability to gain profound insights into user behavior, the effectiveness of marketing campaigns, and the entire sales cycle allows companies to use their resources more efficiently and build sustainable customer loyalty.

In the field of web analytics, there are various strategies that companies can pursue, depending on their overarching business goals. Therefore, it is worthwhile to first define a clear online strategy and customer segments before delving into the implementation of a web analytics strategy. The choice of key performance indicators (KPIs) to be monitored should also be dependent on such a strategy. However, they can also provide insights that, in turn, influence the strategy. Let's begin by taking a closer look at common web analytics KPIs.


  • 1. The Key to Data-Driven Decision-Making in B2B: Web Analytics
  • 2. B2B Web Analytics KPIs
  • 3. Strategies for the B2B Sales Cycle: Web Analytics as a Guide
  • 4. Implementation of a B2B Web Analytics Strategy
  • 5. Practical Successes in Web Analytics: Project Insights
  • 6. Outlook: Continuous Optimization and Future Trends in B2B Web Analytics

1. The Key to Data-Driven Decision-Making in B2B: Web Analytics

In the B2B environment, characterized by complex sales cycles and a multitude of decision-makers, the identification and monitoring of the right Key Performance Indicators (KPIs) play a central role. The right KPIs not only encompass the number of generated leads but also their quality and actual conversion rates. For sustained success, it is crucial that all stakeholders understand which metrics truly lead to business successes. Only by doing so can they efficiently allocate resources and strengthen the company's competitive position. The selection of appropriate KPIs in the B2B context, therefore, requires a profound understanding of the sales cycle and close collaboration between marketing and sales.




[Translate to Englisch:] Webanalyse im Zentrum des Online Handels

Consequently, web analytics must be designed to provide not only quantitative data but also consider more in-depth metrics, such as interest in the offered products or services. Ultimately, businesses need to track not only the data itself but also the implementation of insights gained from web analytics to assess whether they are tracking the correct KPIs and adjust their strategy if necessary.

The following KPIs offer a comprehensive view of the performance of B2B companies:

2. B2B Web Analytics KPIs:

*The final selection of the most relevant KPIs depends on specific business goals, industry, and the nature of products or services.

  1. Lead-generating KPIs:

    • Number of generated leads: Measures the total number of leads generated across various channels.
    • Conversion rate from visitors to leads: Indicates the percentage of website visitors who convert to leads.
  2. Lead quality and conversion:

    • Lead quality: Evaluates the quality of generated leads based on specific criteria.
    • Conversion rate from leads to customers: Measures the percentage of leads that become paying customers.
  3. Content Marketing KPIs:

    • Number of downloaded resources: Tracks how often informative resources (e.g., whitepapers, case studies) are downloaded.
    • Content engagement: Measures how often and how long visitors access various types of content.
  4. Website Traffic and Interactions:

    • Total website traffic: The total number of visitors to the website.
    • Average time spent: The average time visitors spend on the website.
    • Page views per visit: Average number of page views per visit.
  5. Email Marketing KPIs:

    • Open rate: Percentage of opened emails compared to the total number sent.
    • Click-through rate: Percentage of recipients who clicked on links in an email.
    • Conversion rate from email subscribers: Proportion of email subscribers who convert to leads or customers.
  6. Social Media KPIs:

    • Follower growth rate: Indicates the rate of increase in social media followers.
    • Engagement rate: The total number of likes, comments, and shares relative to the number of followers.
    • Conversions from social media traffic: Measures how many leads or customers are generated through social media activities.
  7. Search Engine Optimization (SEO) KPIs:

    • Organic traffic: The number of visitors who come to the website through organic search results.
    • Keyword ranking: The website's position for specific keywords in search results.
    • Click-through rate (CTR): Percentage of people who click on an organic search result link.
  8. Customer Engagement and Satisfaction:

    • Retention rate: Percentage of customers retained over a specific period.
    • Customer Lifetime Value (CLV): The estimated total value a customer will generate throughout their entire business relationship.
    • Customer satisfaction ratings: Feedback and ratings from customers on their satisfaction with products and services.
  9. Competitive Analysis:

    • Market share: The company's share of the overall market.
    • Web traffic competitive analysis: Comparison of website performance with competitors.
  10. eCommerce-specific KPIs (if applicable):

    • Revenue and profit margin: Total revenue and profit margins from online transactions.
    • Shopping cart abandonment rate: Percentage of visitors who leave the shopping cart without completing a transaction.

3. Strategies for the B2B Sales Cycle: Web Analytics as a Guide

B2B sales cycles are characterized by their length and complexity. An effective B2B web analytics strategy must therefore encompass the entire decision-making process, from the initial target interactions on the website to the ultimate goal conversion. This requires not only the precise analysis of online interactions but also the seamless integration of data into existing Customer Relationship Management (CRM) systems and marketing automation tools.

Implementing all of this is challenging, but it brings benefits to the entire company. The most crucial of these are:

  1. Data-Driven Decision-Making: Web analytics provides comprehensive data on visitor behavior on the website, their interactions, and the success of marketing campaigns. This enables B2B companies to make data-driven decisions and optimize their marketing strategies.

  2. More Effective Targeting: By analyzing user data, B2B companies can better understand their target audiences. This facilitates personalized targeting of potential customers, as companies precisely know which content and offers are most relevant to different segments.

[Translate to Englisch:] Smart Commerce Mitarbeitende High Five

3. ROI-Optimization: 

Web analytics allows for detailed tracking of conversion paths and evaluation of the success of marketing initiatives. B2B companies can better understand the Return on Investment (ROI) of their marketing activities and allocate resources more efficiently to enhance overall performance.

3.1 Account-Based Marketing:

In addition to the 'spray and pray' approach, many companies expand their B2B marketing strategy with an Account-Based Marketing (ABM) approach. Account-Based Marketing, often abbreviated as ABM, identifies specific key customers as 'Target Accounts,' qualifies them, and engages them with personalized approaches. Typically used in marketing and sales departments, Account-Based Marketing aims to strategically acquire large and mid-sized companies as customers. To implement an ABM strategy, web analytics tools must segment and designate target accounts, and account-specific metrics must be tracked. A multichannel analysis, which tracks interactions across various channels, including website visits, emails, social media, and other digital touchpoints, is also necessary to ensure a comprehensive view of the behavior of the target accounts.

3.2 Measurement of Success Beyond the Online Realm: Offline-Online Integration

A comprehensive B2B web analytics strategy takes into account not only online interactions but also integrates offline activities. Telephone interactions, event participation, and face-to-face meetings play a significant role in the B2B sales process and should be given due consideration. Therefore, it is crucial that web analytics can accurately track the influence of these offline interactions on online presence and vice versa. Through the comprehensive integration of online and offline data, companies can gain a complete picture of their customer interactions and adjust their marketing and sales strategies accordingly. This is achieved by using UTM parameters on marketing materials, incorporating voucher and discount codes in printed newsletters, and tracking visits to physical stores through Wi-Fi signatures, beacons, and location data.

3.3 The Impact of Data Privacy and Compliance in the B2B Environment:

[Translate to Englisch:] Daumen hoch

In B2B business, data privacy and compliance are of paramount importance. Customers in the B2B sector expect not only effective use of their data but also secure and compliant processing. B2B web analytics must, therefore, be not only powerful but also in line with the strict data privacy policies and legal regulations applicable to many B2B industries. Companies need to ensure that their web analytics practices are not only privacy-friendly but also strengthen the trust of their customers.

Smart Insights:

Dive into the world of eCommerce with our whitepapers, webinars, and blog posts, and stay up-to-date at all times!

You might also be interested in:

Calculating the ROI of an excellent B2B customer experience is quite simple. Find out how in our blog article on the topic.

Curious? Got questions?

We look forward to hearing from you!

[Translate to Englisch:] Whitepaper Teaser Webanalytics für Profis

Whitepaper: Webanalytics for Pros

Piwik Pro for B2B Companies as an Alternative to Google Analytics: With the increasing digitization, the relevance of customer data, its accurate analysis, and integrating insights drawn from it for business success are also on the rise. Google Analytics has long dominated the market as a web analytics tool. However, with the version update to GA4, users are facing significant challenges, including increased data privacy requirements. In our whitepaper, we compare GA4 with a promising alternative – Piwik Pro. Learn how data privacy, consent management, and efficient data analysis can become key aspects of a successful business strategy.


Download now

4. Implementation of a B2B Web Analytics Strategy:

The path to sustainable success in B2B requires a targeted alignment of web analytics strategies to address the unique challenges and opportunities of this business environment. Here, we take a detailed look at the key factors that B2B companies should consider to optimize their web analytics:

  1. Define Clear Goals: Set clear and measurable goals for your B2B web analytics. These could include increasing lead generation, improving conversion rates, or strengthening customer retention. Formulate questions that you need answers to.
[Translate to Englisch:] Umsetzung einer B2B Webanalyse Strategie planen

2. Fine-Tuning of KPIs: The selection and monitoring of KPIs should be continuously refined to meet the changing demands of B2B business. Regular performance metric reviews help focus on those that have the most significant impact on business goals. Individual dashboards and scheduled reviews aid in this process.

3. Choosing the Right Web Analytics Tools: Select suitable web analytics tools that align with your requirements and budget. Popular tools include Google Analytics, Adobe Analytics, Piwik Pro, or specialized B2B analytics platforms. Ensure that the chosen tool covers the specific needs of the B2B business model.

4. Collaboration between Marketing and Sales: Silo mentality between marketing and sales can hinder success. However, close integration of web analytics data into CRM systems creates seamless collaboration between departments. Sharing insights enables more effective alignment of marketing campaigns and optimization of sales activities.

5. Implementation of A/B Tests: A/B tests are a powerful tool to optimize the effectiveness of website elements, marketing campaigns, and call-to-action buttons. Through continuous testing and iterations, B2B companies can constantly improve their online presence and tailor it to the needs of their target audiences.

6. Expansion of Account-Based Marketing (ABM): Companies leveraging Account-Based Marketing should adapt their web analytics strategies to meet the unique requirements of this personalized approach. Identifying and measuring key accounts and their interactions on the website are crucial for the success of ABM strategies.

7. Custom Reports and Web Analytics Tracking: Set up custom reports and dashboards that reflect the specific requirements and KPIs of your B2B business model. This facilitates quick and effective analysis of relevant data.

8. Utilization of Advanced Technologies: The continuous evolution of analytics and automation technologies provides B2B companies with the opportunity to leverage advanced features. From machine learning to predictive analytics, these technologies can help your business make more precise forecasts and data-driven decisions.

9. Investment in Training and Resources: The effectiveness of web analytics depends on the knowledge and competence of the team. Investments in training and resources ensure that employees can maximize the use of available tools and stay up-to-date on best practices and technologies.

By selectively adjusting their web analytics strategies, B2B companies can not only overcome current challenges but also establish a foundation for long-term and sustainable success in the digital era. In our concluding section, we will illuminate specific case studies and success stories to illustrate these strategies in practice.

5. Web Analytics Success in Practice: Project Insights

Here, we take a closer look at real experiences from our own projects, where we achieved sustainable success with our clients through targeted B2B web analytics strategies.

Web Analytics at Theo FÖRCH GmbH & Co. KG:

For our client, Theo Förch GmbH & Co. KG, a B2B wholesaler serving the trades and industry, we created a transparent foundation for data analysis for various stakeholders within the company. This was achieved through the implementation and establishment of a structured reporting system. The system covers all activities from areas such as social media, email marketing, Google Ads, SEO, technical performance of the website, and various business segments.

[Translate to Englisch:] Theo FÖRCH GmbH & Co. KG Logo

After several joint workshops with the aim of knowledge transfer to the FÖRCH marketing team, FÖRCH now successfully runs its own email campaigns and analyzes, through web analytics, the impact these campaigns have on customer purchasing behavior. Furthermore, the individual B2B customer features of the FÖRCH online presence are tracked using Piwik Pro. Through our 'Training on the Job' model, we were able to build a high level of knowledge and the necessary practical skills among FÖRCH employees. This has empowered them to independently maintain and develop web analytics going forward.

Web Analytics at Raiffeisen Waren GmbH:

After jointly establishing the web analytics reporting system at Raiffeisen Waren GmbH, a foundation for data analysis was created for various stakeholders within the company. This enables Raiffeisen to specifically track, analyze, and adjust various product categories and provide the desired figures for the department heads. Beyond the standard reporting, data is also collected for insight into the individual online feature usage.

[Translate to Englisch:] Raiffeisen Waren GmbH

6. Outlook: Continuous Optimization and Future Trends in B2B Web Analytics

[Translate to Englisch:] Webanalyse Ausblick und Trends analysieren

The showcased case studies emphasize the diversity of approaches and flexibility that B2B companies can demonstrate in shaping their web analytics strategies. The key to sustainable success lies in continuous optimization and adaptation to changing market conditions.

Looking ahead, several trends are emerging that will further influence B2B web analytics. These include increased applications of Artificial Intelligence (AI) and machine learning for predictive analytics, the integration of Augmented Reality (AR) in product demonstrations, and enhanced privacy measures to strengthen customer trust. Some companies even pledge to completely eliminate the use of cookies. Data analysts will need to find alternative ways to access the necessary data to ensure a user-friendly experience for users.

Overall, this article illustrates that web analytics in B2B business is not merely a tool for data collection but a strategic pillar for companies aiming for long-term and sustainable success in the digital era. Through an intelligent, data-driven approach, B2B companies can optimize not only their online presence but also streamline their overall business processes, making them more efficient and tailored to the needs of their target audiences.

Our B2B Web Analytics Consultation

Trust, partnership, shared success - and that over years. In the field of web analytics, we rely on robust technologies and tools, providing long-term knowledge transfer to our clients' marketing teams. Learn more about our client projects, where we create successes together through strategy consultation and on-the-job training.

To our projects

[Translate to Englisch:] Franziska Vehlow Smart Commerce

About our author:

Franziska Vehlow has been working in online marketing for over 9 years. Her background lies in content marketing and SEO for both B2B and B2C companies. For over 2 years, her main focus has been on strategic consultation for B2B and B2C companies in the areas of digital marketing, campaign planning, editorial planning, budget and resource planning, digital marketing concept creation, content marketing concepts, data-driven marketing, technical SEO, email marketing strategy, navigation concepts, and digital sales and HR marketing.

Our services at a glance

Digital Strategy and eCommerce Consulting

Explore our unique consulting approach for your eCommerce success.

Development of eCommerce solutions

We develop and implement tailor-made e-commerce systems for you in collaboration with leading technology partners.

Managed Cloud Services

Modern public cloud solutions with maximum automation for operating efficient e-commerce systems.

Sign up for our newsletter now!

Dive into the world of eCommerce with the Smart Commerce SE Newsletter and stay always up-to-date. To get started, simply sign up with your email address.