7 Web Analytics Tools For Digital Marketers
A web analyst is both a psychologist and a data researcher. It works with data about users of the site, studies their behavior, and helps to direct the heavy marketing machine towards sales. But where to get the primary information for analysis? In services and counters, which we will discuss in the article.
The term “web analytics” is not only used by the lazy. Some understand it exclusively as determining the conversion of traffic sources, others add an assessment of user behavior. From the point of view of specialists, web analytics is the aggregate analysis of data on the operation of the site and the effectiveness of marketing from the moment of attracting visitors to the commission of targeted actions.
What high-quality web analytics helps to find out:
- See all target metrics in one report: traffic, conversions, orders and sales, associated conversions in real-time.
- Evaluate the effectiveness of each advertising campaign up to the final sale. Adjust campaigns depending on CPL, ROS, DRR.
- Evaluate the funnel of user interaction with the site, determine at what level the loss of end customers occurs.
- Evaluate metrics in real-time.
What started it all is Google’s great and terrible web analytics system. For ten years, the service has been tracking site visitors as well as Big Brother and helping marketers around the world sell more. We will not go into detail about Google Analytics – a huge amount of content has been written and filmed about it.
Here’s the main thing that the service can do:
- build reports in real-time;
- collect advanced data on-site statistics;
- analyze content;
- build conversion chains and multi-channel funnels.
With GA, you can track traffic sources, monitor visitor activity, and get information in the form of reports in Google Sheets.
Pros: Easy to use and free tool, integrates easily with other Google kids, explored inside and out.
Cons: Difficulties in sampling data with large amounts of statistics or setting up a segment.
Price: Free, but there is an advanced version called Google Analytics 360 that allows for more data processing.
Where can we go without our native Metrica. It provides data on all actions of site visitors – from views to purchases.
Yandex.Metrica is the third most popular traffic analysis system in Europe. It is completely free and quite easy to use – after a minimal reading of Yandex Help. YAM is able to update the report every 5 minutes and show the user’s actions on the air (hello to the Webvisor service).
Metrica is integrated with other Yandex services, for example, Direct. It makes it easy to analyze data about ad campaigns using UTM tags in links. And if goals are set, YAM will show at all how a visitor turns into a buyer.
Cons: like other Yandex products, Metrica works well only on Runet. Outside the Russian-speaking territory, its power dries up and is noticeably inferior to its brother Google and other services.
If you’re afraid to entrust Google with user data and don’t rely too much on Metrica, try something new. Matomo (formerly known as Piwik) is an open-source application that is a worthy alternative to the first two systems.
This service will track and count all site visitors, transmit data about the referral source (both on the Internet and geographically), whisper entry and exit pages. Don’t forget about the customizable control panel, the ability to run A / B tests, heatmaps, a tag manager, the ability to record sessions, and a bunch of other interesting features.
Matomo integrates with over 65 content management systems including WordPress, Magneto, Joomla, and vBulletin. With other systems, the conversation is short: add the tracking code to the site page – and you will receive information in your personal account.
Cons: rather overloaded interface – a large number of reports can confuse an inexperienced user.
Price: the program code is publicly available, but you can connect paid cloud storage (its cost starts from 29 euros).
Open-source fans will definitely appreciate this system. Open Web Analytics is a completely free service that will help you with simple projects. What he collects:
- information on unique and repeat visitors, visits and page views, average visit duration, refusals;
- e-commerce data: referrals, conversions, purchases, etc .;
- login and logout pages, traffic sources;
- most user data: geography, age, browser type, and operating system.
In addition to its usual set of analytics and reporting features, Open Web Analytics tracks user behavior on the site. A feature of the service is heat maps. They show you where on the page your visitors are most likely to interact and help build the user journey from click to sale.
Price: absolutely free.
Finteza is an advanced web analytics tool that helps you track website traffic, create effective funnels, landing pages, and ad campaigns, and analyze conversions.
The service provides a lot of data on web analytics: information on audience, bounce rates, visited pages, traffic from certain sources, conversions, device data, demographics, and geographic indicators of users.
The Finteza feature is an in-depth analysis of traffic quality, which includes botnet detection and technology for tracking 12 types of low-quality traffic from each channel in real-time.
Apart from analytics, Finteza is renowned for its strong marketing platform. It can be used to manage ads: setting up various types of targeting, building complex goals, controlling the conversion of banners and landing pages.
Price: Pricing starts at $ 25 (per 100,000 unique users per month). There is a free version for a month.
StatCounter is a web analytics tool that goes beyond traffic. The service positions itself as Google Analytics for business owners and is intended for those who don’t like digging into settings or parsing complex data too much.
What you can do in StatCounter:
- build a user’s path through the site;
- monitor the dynamics of the key indicators of the site: visits, popular pages, refusals, etc .;
- analyze key metrics: visit duration, repeat visits, popular pages, refusals, etc.
- integrate data on geography, operating systems, users’ browsers in one window.
StatCounter monitors paid traffic from search engines and social networks and warns about budget clicks in time.
Cons: it will not be possible to segment users, traffic data is sometimes lame, there is no way to see real-time statistics.
Price: Base plan limited to 500 views. Full access starts at $ 9. There is a demo version and a trial period of 30 days.
Woopra is an integrated marketing management platform that collects advertising and sales information in one place. The service supports over 50 integrations with popular marketing tools such as Salesforce, Google Ads, Google Drive, Hubspot, and Campaign Monitor.
What’s interesting about Woopra:
- real-time statistics;
- detailed data on the interaction with the site (for example, adding an item to the cart or viewing on the site);
- segmentation of users;
- notifications about important user activity;
- own application.
Cons: like every foreign platform, you will have to ask for help from technical support.
Price: Free trial available, commercial account for $ 999 / month.