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What is Nemu’s Web Analytics?

Nemu’s Web Analytics functionality was created to offer a clear and actionable view of user behavior on the site, connecting navigation, engagement, and conversion — all natively integrated with Nemu’s campaign and attribution data. Unlike traditional analytics tools, Nemu combines:
  • Session and navigation data
  • Funnel and conversion data
  • Campaign and investment data
  • Proprietary attribution models
This allows you to not only understand what happened on the site, but why it happened and which channel contributed to it.

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Where to access Web Analytics

You can access Web Analytics data in two main places on the platform:

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Web Analytics Tab

Here you find the complete view of navigation, engagement, pages, and funnels.

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Campaigns Tab

Within the campaigns tab, Web Analytics data appears connected to investment and media results, allowing analyses such as:
  • Sessions
  • Cost per session
  • Conversion rate per campaign

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Dashboard Overview

The Web Analytics dashboard presents a summarized view of site behavior for the selected period, including:
  • Sessions
  • Users
  • Page views
  • Average session duration
  • Time evolution of metrics
  • Navigation and conversion funnel
  • Most accessed pages
This data can be filtered by period and compared over time.

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Main Metrics

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Sessions

A session represents a set of interactions from a user on the site within a 30-minute period. Examples of interactions:
  • Page views
  • Category navigation
  • Product, cart, and checkout access
One user can generate multiple sessions.

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Users

Represents the number of unique users who accessed the site in the selected period. Nemu uses its identification mechanisms to reduce duplications and improve data quality, even in scenarios with multiple devices and browsers.

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Pages

Indicates the total number of page views performed in the period. This metric helps understand:
  • Navigation volume
  • Depth of site access
  • Pages with highest traffic

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Average Session Duration

Average time users spend browsing the site during a session. This metric helps evaluate:
  • Engagement level
  • Traffic quality
  • Content or offer relevance
Very low durations may indicate low-quality traffic or UX problems.

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Metrics Comparison

In the Metrics Comparison chart, you can view the daily evolution of metrics such as:
  • Sessions
  • Users
  • Other metrics added by the user
This allows you to identify:
  • Traffic peaks
  • Campaign impacts
  • Day-of-week variations
  • Anomalies or unexpected drops

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Funnel

The Funnel shows how users advance through the main stages of the site, from interest to conversion. Example of common stages:
  • Product viewed
  • Cart
  • Checkout
  • Purchase
For each stage, Nemu displays:
  • Absolute volume of users
  • Percentage of conversion between stages
This funnel is essential for identifying conversion bottlenecks.

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Conversion Rate

The conversion rate indicates the percentage of users who advance from one stage to the next. Example analyses:
  • Many users view products but few go to cart → possible price, offer, or UX issue
  • Many users reach checkout but don’t purchase → possible friction in payment or form

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Most Accessed Pages

This section shows the pages with the highest view volume in the period. For each page, metrics are displayed such as:
  • Views
  • Unique users
  • Average time on page
  • Exit rate
This analysis helps understand:
  • Which pages concentrate the most traffic
  • Where users spend the most time
  • Which pages function as entry or exit points for the site

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Metrics by Page

In the detailed table by page, you find:

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Views

Total number of times the page was loaded.

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Unique Users

Number of distinct users who accessed that page.

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Average Time

Average time users spent on that specific page.
Longer times indicate greater engagement or page complexity.

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Exit Rate

Percentage of sessions that ended on that page. A high exit rate can be:
  • Natural (e.g., completed checkout page)
  • A signal of a problem (e.g., error, slowness, confusion)

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Web Analytics within the Campaigns Tab

In addition to the dedicated Web Analytics tab, Nemu integrates these metrics directly into the Campaigns tab, connecting traffic, cost, and results.

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Available Metrics in Campaigns

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Sessions

Number of sessions generated by each campaign or channel.

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Cost per Session

Indicates how much was invested to generate each session. Formula: Cost per Session = Investment / Sessions This metric helps evaluate:
  • Traffic efficiency
  • Quality of purchased media
  • Comparison between paid channels

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Conversion Rate

Percentage of sessions that resulted in conversion. Formula: Conversion Rate = Purchases / Sessions

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Connection Rate

Metric that indicates the campaign’s ability to generate sessions that effectively advance through the funnel.
Useful for understanding if a campaign generates just clicks or traffic with real purchase intent.

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Why use Nemu’s Web Analytics?

Nemu’s Web Analytics allows you to:
  • Understand how users navigate the site
  • Identify conversion bottlenecks
  • Connect traffic, behavior, and sales
  • Analyze campaigns beyond the click
  • Make decisions based on unified, not fragmented data
All of this within a single platform, with proprietary attribution, cross-channel view, and focus on real results.

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Next Steps

  • Combine Web Analytics with attribution models (First Click, Last Click, Assisted)
  • Use the funnel to prioritize UX improvements
  • Analyze cost per session alongside ROAS and ROI
  • Compare campaigns not only by conversion, but by traffic quality