The web analytics sector continues to evolve rapidly, driven by AI, data-driven decision-making, and the increasing importance of personalisation. Based on our latest eCommerce salary survey, we’ve broken down key employee sentiment insights, workload and happiness scores, and emerging skills shaping the industry.
Salaries for web analytics professionals are showing steady growth. In 2025, 64% reported a salary increase, slightly higher than 61% in 2024. However, satisfaction with pay progression remains modest: employees rated their current salary happiness at 6.4/10 (up from 6.2) and pay progression at just 5/10.
This suggests that while employers are recognising talent with incremental raises, professionals are still looking for clearer pathways to reward and career growth. Companies may want to focus on transparent promotion criteria and structured career development plans to retain skilled analysts and data scientists.
Web analytics roles remain challenging but rewarding. Respondents rated workload at 7/10 (up from 6.2), highlighting the increasing responsibilities of managing data pipelines, analysis and optimisation projects. Despite higher workloads, the appetite for hybrid working remains strong: 90% say they work best in a hybrid environment, consistent with last year’s findings.
This reinforces that flexible working is no longer a perk but an expectation, helping employees balance demanding workloads with productivity and wellbeing. For employers, offering hybrid schedules can be a key differentiator when attracting and retaining top web analytics talent.
For further reading on balancing workload and wellbeing in eCommerce, see: Is Work-Life Balance Attainable in eCommerce?
AI adoption in web analytics is proving largely positive. Professionals report that AI enhances operational efficiency, boosts customer insights, and enables personalisation, though there is caution against over-reliance. Looking ahead, the most in-demand skills include:
Despite technological advancements, challenges remain. Professionals cite budget constraints, talent gaps, sustainability demands, global market shifts, and rapid tech developments as top hurdles. Companies that invest in upskilling, AI literacy and innovative tools will be best positioned to attract talent and stay competitive.
The 2025 web analytics landscape is evolving fast. Salaries are rising, hybrid work remains essential, and AI is enhancing efficiency and insight - but keeping pace with emerging skills and industry challenges is crucial. Companies that prioritise upskilling, flexible working and strategic recruitment will be best positioned to attract and retain top talent in this competitive market.
If you’re looking to hire skilled web analytics professionals or future-proof your team, our recruitment experts can help you find the right candidates efficiently. Contact our team today to discuss your hiring needs and secure the talent your business deserves.