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Analytics Data Types

by William Hudson | | 12 min read
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Analytics contains many kinds of types of data including bounce rates, conversion rates, repeat usage, user demographics, search behavior, and user journeys.

We’re going to start our adventure into the world of analytics by looking at the kind of data that we are typically provided:

  • Bounce rates

  • Conversion rates (achievement of goals)

  • Repeat usage

  • User profiles/demographics/platforms

  • Search behavior

  • User journeys

  • And more…

We say “provided” because these figures are all collected for you automatically by analytics tools. As far as user research goes, this is one area where participant recruitment and screening plays only a minor role:

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Analytics Reports Conversion Centered Design Conversion
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Hudson, W. (2021, February 15). Analytics Data Types. Interaction Design Foundation - IxDF.

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New to UX Design? We’re Giving You a Free ebook!

The Basics of User Experience Design

Download our free ebook The Basics of User Experience Design to learn about core concepts of UX design.

In 9 chapters, we’ll cover: conducting user interviews, design thinking, interaction design, mobile UX design, usability, UX research, and many more!

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316,864 designers enjoy our newsletter—sure you don’t want to receive it?