Web Analytics ProfessionalJob Description, Salary, Career Path, and Trends

A web analytics professional is in charge of mining and retrieving data from websites using common tools for this task, then reviewing the web analytics in order to determine if the website meets the proper goals and objectives. These web analytics professionals may also assist in the deployment of new and updated websites with changes based on their determination of performance. These professionals must have an understanding of A/B testing and common advertising methods, as well as a very good understanding of company goals and desired outcomes of the websites in review.

Web analytics professionals will oftentimes be required to have a functioning understanding of website coding, common content management systems, and other useful aspects of web analytics. These professionals are technical-minded and the ideal candidates for this position will be self-achievers and able to understand advanced IT concepts easily.

Sample job description

[Your Company Name] is in search of a web analytics professional. This candidate will be responsible for troubleshooting and enhancing website design to improve user experience and increase web traffic. Duties include mining data from website visitors using analytics and tracking platforms, analyzing behavior to see if the site meets business objectives, purchasing equipment and new technologies related to the deployment of websites and website development, and determining how to improve websites in order to attract visitors who eventually become customers. This candidate will be able to work well with a team, be organized, self-motivated, and be a critical thinker. Knowledge of web analytics tools is a must and experience with website design and development is essential. This candidate will have one or two years as a web analyst, and the ability to identify problems and troubleshoot them with positive results. 

Typical duties and responsibilities

  • Develop and coordinate website and mobile marketing campaigns
  • Determine key performance indicators for campaign tracking and analysis
  • Perform QA and A/B testing to determine website functionality and usability
  • Report data and insights from digital tracking programs
  • Present campaign results during client reviews
  • Collaborate with the web development team to establish best practices
  • Research upcoming trends in visual design and digital marketing

Education and experience

This position requires a bachelor’s degree in computer science, mass communications, psychology, or a similar field.

Required skills and qualifications

  • Strong quantitative analytical skills
  • Proficiency with web analytics and campaign tracking platforms like Google Analytics and SalesForce
  • Proficiency in conducting market research and A/B testing
  • Ability to collaborate with cross-disciplinary teams
  • Ability to present and defend choices in creative and client reviews
  • Excellent communication skills
  • Expertise in critical-thinking and problem-solving

Preferred qualifications

  • A minimum of two years of experience in business application web programming
  • A minimum of one year of project lead experience 
  • Experience with technologies such as PHP, ASP, .NET, Java, AJAX, XML, CSS and JavaScript

Average salary and compensation

The average salary for a web analytics professional is $81,150 in the United States. Position salary will vary based on experience, education, company size, industry, and market.

LocationSalary LowSalary High
Phoenix, Arizona$80,700$109,200
Los Angeles, California$91,050$123,200
Denver, Colorado$75,900$102,650
Washington, DC$92,450$125,050
Miami, Florida$75,550$102,200
Orlando, Florida$69,650$94,250
Tampa, Florida$70,350$95,200
Atlanta, Georgia$73,800$99,850
Chicago, Illinois$84,850$114,800
Boston, Massachusetts$91,750$124,100
Minneapolis-St. Paul, Minnesota$73,100$98,900
New York City, New York$96,550$130,650
Philadelphia, Pennsylvania$78,650$106,400
Dallas, Texas$76,550$103,600
Houston, Texas$75,900$102,650
Seattle, Washington$88,300$119,450
National Average$69,000$93,300

Typical work environment

Web analytics professionals typically work at an office desk with a computer, and they will spend the majority of their time sitting.

Typical hours

The work hours for a web analytics professional are typically from 9 AM to 5 PM, Monday through Friday, in an office setting.

Available certifications

Web analytics professionals require extensive experience in web analytics, computers, and several years of experience before being eligible and considered for this position. Check out these certifications below:

  • Data Science and Business Analytics. The University of Texas, Austin, offers a 6-month online program, certifying you in Data Science and Business Analytics. In this program, you will receive a certificate from the University of Texas, Austin, build expertise in the most widely used analytics tools and technologies, develop the ability to independently solve business problems using analytics and data science. And understand the applications and implications of data science in different industries. 
  • DAA Certified Web Analyst. The Digital Analytics Association offers a certification program with the purpose of providing individuals the opportunity to obtain professional recognition and demonstrate their knowledge and competency in the web analytics industry. This certification is obtained by successful completion of an exam on an internet based testing platform.

Career path

The path to becoming a web analytics professional often begins with earning a bachelor’s degree in computer science, mass communications, psychology, or a similar field.

Web analytics professionals must have an in-depth knowledge of traditional and digital marketing channels, as well as the tools required to track key performance indicators (KPIs) of campaigns. A strong portfolio of previous work, such as wireframes and campaign case studies, is crucial to demonstrating this industry knowledge.

Many candidates pursue master’s degrees in integrated marketing communications or computer science to prove their expertise and improve their skill set. Attending industry conferences — online and in-person — are great opportunities to keep the pulse on industry trends and learn about emerging technologies and best practices.

US, Bureau of Labor Statistics’ job outlook

SOC Code: 13-1111

2020 Employment907,600
Projected Employment in 20301,032,000
Projected 2020-2030 Percentage Shift 14% increase
Projected 2020-2030 Numeric Shift124,400 increase

As companies continue to move their businesses online and optimize their e-commerce sites for mobile, web analytics professionals will become more valuable to the bottom line of in-house creative departments and full-service ad agencies.

The lines between web analytics, search engine optimization, and UX/UI workloads have blurred as companies combine these positions. Web analytics professionals will need to learn cross-disciplinary skills and programs relevant in SEO and UX/UI design to juggle these increasing work responsibilities.

Data security will continue to be essential for web analytics professionals. After several public data breaches at high-profile companies, assuring consumers of their internet security will be crucial for web analytics professionals.

Sample interview questions

  • How does web analytics work? 
  • What web analysis tools are you familiar with? 
  • Why do you want this job? 
  • Why is analytics important for company performance? 
  • What skills have you developed as a web analyst? 
  • Have you created data visualizations for your web analyses? 
  • Have you collaborated with others in marketing campaigns? 
  • Can you describe your web analysis process? 
  • What are your current job responsibilities? 
  • In your own words, describe what a web analytics professional should do? 
  • What are some challenges you have encountered in web analysis? 
  • What would you recommend for improving web analytics? 
  • What do you consider when evaluating performance? 
  • How do you manage your projects? 
  • Why do you want to be a web analyst? 
  • What sort of skills would you bring to this job? 
  • What are your hobbies? 
  • What are your strengths? What are your weaknesses?

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