The purpose of the article is a software implementation of a module for analyzing the activity of site users based on a heat map of clicks, compatible with domestic web services, for example, combining the functionality of correlation and regression analysis and visualization in the form of dashboards before and after making changes to site elements. All functionality is carried out directly in the web analytics service. Based on the data obtained on the analyzed site element, a decision is made to adjust the design and/or content to increase the click rate. Thus, the proposed solution allows us to expand the functionality of the web analytics service and reduce labor costs. The software module has been successfully tested. As a result of the analysis and making the necessary adjustments to the site, the click rate increased
Keywords: user activity, correlation and regression analysis, dashboard, program module, trend line, coefficient of determination