Google Analytics
I've been wading through Omniture SiteCatalyst reports for the past week or so, analyzing site traffic for several new websites we've released here at AOL. I can only imagine the subscription rate we're paying Omniture for their services, given the fact that AOL is an enterprise ripe for the picking and all. Their technology and tools are very very powerful however and I got to wondering if there were any comparable tools for us common folk.
I'm new to the analytics world so I'm sure I am sounding quite ignorant. But long story short I've always gathered what I needed from the simple reports my ISP provides me for my domain and domain applications. Most ISP dashboards provide top referrer lists (e.g. where you traffic comes from, the search terms used folks stumble across your site, who's talking about something on your website etc.).
The power of the commercial analytics tools come in when you wish to compare and contrast traffic over time, correlate traffic spikes (or dips) with content you've posted, and determine what path consumers are taking through your site (what pages they view, the order, and how they most often exit).
If you are like me and enjoy micromanaging your site and really understanding what people like about your site or what makes a popular post, or want to grow your audience systematically - give Google's Analytics service a shot. The UI is great (in many cases better than the costly competitors like Omniture), it's FREE, and it's actually fun to use.
Instructions can be found on the Google Analytics site itself, but essentially all you need to do is paste a few lines of script into your site markup and the rest will happen automatically. Just note that you'll need to wait around 48-72 hours (a bit longer than the 24 they mention in their FAQ) to start seeing useful data roll in.
Update: If you aren't entirely sold by my modest acclaim of Google Analytics, check out this great summary of the reasons Google's tool is in fact a best-in-breed contender.
posted by Twinsen @ 8:12 AM
3 comments
3 Comments:
Granted, Google Analytics (GA) provides some great entry level tools and 'summarizes' data in a nice, easy-to-read format. However, there are a number of significant limitations in GA that are readily addressed by enterprise analytics solutions, such as Omniture or Visual Sciences.
For example -
1. Real visitor segmentation (multidimensional, ad hoc, etc.)
2. Custom variables at the visitor, session, and page view level
3. The ability to produce custom reports for automated delivery
4. The ability to define custom metrics and customize reports in the interface
5. The ability to import metadata as an input for analysis
6. Commerce-related reports like browse-to-buy ratios
7. A browser-overlay that can be customized
For a company like AOL, or any portal company, using GA is an extremely limited option. GA is not customizable at all and can't be used to track elements specific to your business. For example, if you have users who register on your site for a service, Visual Sciences and Omniture easily allow you to track the specific group of visitors and understand their behavior.
The key to online success has matured signficantly over the past 5 years. It's no longer about 'traffic to my site'. It's behavioral patterning and customizing segments. A simple tool like GA is great for entry level businesses with limited options. However, if you look to succeed and thrive in the online world, getting caught up in the 'pretty' interface isn't enough if there's no meat beneath the surface.
I'm with you 100%. Was pointing out GA primarily as a fun tool for those with hobby budget and hobby sites. :)
Oh, agreed. GA is a nice way to get your feet wet in the web analytics space. At the end of the day, the entire practice of web analytics is the new buzzword and anything that allows people to get an entry level introduction is a good thing.
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