Feedback analytics services use customer generated feedback data to measure customer experience and improve customer satisfaction. Feedback data is collected, then, using key performance indicators and feedback metrics, turned into actionable information for website improvement. Feedback analytics services provide website owners with the ability to create feedback forms that can be customized to fit the website and placed on all pages. This allows the website's users to submit feedback when they encounter a problem or have a feature request. A feedback button is visible at all times on each of the site's pages. Feedback analytics provide page- and website- level actionable data, and enable a website owner to read and manage feedback, as well as to get back to the users. The feedback is only made accessible to the website owner. This means that websites using feedback analytics are not exposed to the potential harm to their brand that feedback made public may cause. Feedback collection can be passive (using a feedback button), or active (using a feedback form set to appear in certain conditions), or both. The ability to choose the location of the button, as well as the frequency and conditions of the pop-up make feedback analytics a relatively non-intrusive approach from the point of view of the website user. Due to its measurable nature, feedback analytics data can be integrated with web analytics data, allowing website owners to understand what their users are doing on their site (using web analytics) and why they do it (using feedback analytics), in one single interface.