In today’s digital age, the insurance market is facing major changes under the influence of new technologies and changing consumer needs. One of the key factors in the modernisation of this market is the application of marketing web metrics, which enables precise monitoring and analysis of user behaviour on the Internet. These metrics provide insights into the efficiency of marketing strategies, identifying potential customer preferences, and optimising offers and communications. By implementing advanced data analysis tools, insurance companies can improve their business processes, target specific market segments and compete efficiently in a dynamic business environment. This paper investigates the importance of marketing web metrics as a key tool for the modernization of the insurance market, with a special focus on its application in creating competitive advantages and increasing client satisfaction. Gligorijević, Mirjana Kočović, Mihailo Rajić, Vesna https://phaidrabg.bg.ac.rs/o:36304 cobiss:170433545 ISBN: 978-86-403-1879-2 http://creativecommons.org/licenses/by-nc-nd/4.0/legalcode The importance of marketing web metrics for modernisation of the insurance market Innovations in insurance : from traditional to modern market startpage: 437 endpage: 452 University of Belgrade, Faculty of economics and business, Publishing centre 2025 eng application/pdf 177801 bytes info:eu-repo/semantics/bookPart Key words: insurance market, web metrics, digital marketing, insurance