Top Web

Analytics Tools

Course code-MKT303
Created by
Jovan Sandhu
Registration No-11900342
Google Web Analytics
Google Analytics is the go-to platform for
many marketers, in large part because it’s
totally free, chock-full of features, and comes
with the clout of the Google brand name.
After you enter the Google Analytics code into
your website’s HTML, the service will measure
certain goals for you, including which pages a
visitor clicks on, how long they stay, and the
actions they take. For example, the tool can tell
you whether a visitor is sharing the content on
social media or clicking on an ad. Each time a
goal is completed, Google logs the conversion
in your analytics report.
Google Analytics’ best features—especially for retail
sites and marketers tracking purchases—is the Goal
Funnel, with which you can set up a string of URLs
that a consumer clicks through when purchasing an
item. You can find out not only how many people are
going through the process of making a purchase,
but also how many are abandoning it at a certain
stage. This information will allow marketers to
adjust their strategies and make the purchasing
experience easier for the consumer.
The most common complaint about using Google
Analytics is the information can be cluttered and
the interface difficult to navigate. However, Google
is working to counter these complaints with new
tools like Data Studio, which lets users turn data
into shareable, visually engaging reports.
Piwik
Piwik’s free software comes with a caveat: Piwik offers these advantages:
You’re required to download the program and
Storage directly on your own server (no misuse by
host it on your own server. Piwik offers similar unauthorized third parties)
features to other popular analytics programs, Clear and easy-to-learn user interface
including event tracking, visitor maps, and Free availability
keyword search, but what sets it apart from its Automatic updates possible
Easy installation and integration
competitors is its mobile app and unlimited
Assignment of visitors to an IP-based ID for
data storage. Important Features are:-
tracking the development of individual behavior
Analysis of key user data (e. g. country Ability to bypass script blockers
of origin, operating system, browser
used)
Number of page impressions
Unique Visits Piwik is little bit slow as compared to Google Analytics
Spent time on the website

Bounce rate This is because Piwik by default uses “file based

access times sessions” which are very slow when using NFS
returning visitors storage. The solution is to change a setting to enable
most visited pages Database session storage.
Entrance and exit sides
Open Web Analytics
Open Web Analytics is the free and open source
web analytics framework that lets you stay in
control of how you instrument and analyze the
use of your websites and application.
OWA offers three distinct features that many
analytics programs like Google’s do not. The first is
heat maps, which track where visitors click on your
site. The second is the ability to record mouse
movements so you can see how visitors navigate
your pages and officially become conversions. Third,
the program provides Document Object Model (DOM)
click tracking, which uses code snippets to report
when visitors click on specified links, buttons, and
images.
Advantages:-
Multiple Web Site Support - track any number of web
sites and view statistics in aggregate or by site
Click-streams - view the actual click-stream of each
visitor
Click Tracking - Track where exactly on a web page
users are clicking and view clicks by browser type
Click Heat Maps - view a heat map of where users are
clicking on your web pages
Visitor Aging - understand the age of your repeat
visitors.
Canned and Custom Time Periods - generate reports
using pre-defined reporting periods or custom date
ranges
Refering Page Analysis - View the title, anchor text,
and surrounding text of inbound links from refering
web pages
Few disadvantages of the software are:-
no filter e.g. miss the option of excluding my own IP
no advanced segments
no data export from user interface. Data can of course
be exported from your database but for non-savyy
database user as myself, this is way to0 complicated.
Amplitude
Amplitude is a product intelligence platform
that focuses on tracking User Experience (UX)
and user behaviors. You can use this tool to
segment your visitors and analyze funnels,
revenue, and retention.
Amplitude is particularly useful for product
managers who are looking to improve retention
rates by understanding the customer journey. In
particular, product managers can use Amplitude
to identify common drop-off and conversion
points. Marketers can also use Amplitude to run
A/B tests and create targeted campaigns.
Advantages:-
Amplitude is free for up to ten million actions per
month. This plan provides features such as life
cycle analysis, unlimited user activity timelines,
and segmentation based on user actions. You
can also use formulas to combine metrics, which
can be useful for measuring percentiles, rolling
averages, and trendlines.
Disadvantages:-
Doesn't always collect all the metadata you'd
expect.
Installation isn't always as straight forward as
you'd hope.
Providing a filter of organic traffic is a challenge.
Hotjar
Hotjar allows you to visualize how users engage
with your site. Hotjar uses interactive heatmaps
of their clicks and actions, recordings of their
sessions, and gathering of their words from
survey and feedback polls to help you build a
strong, data-backed understanding of what
exactly people are using your site for, and how
they’re using it.
Hotjar to collect session recordings of the actions
visitors are performing on this particular landing
page. This can help you understand why this page
is underperforming, and take steps to rectify the
problem
Gives you clear and visual data points about what’s
happening on your site
Helps you get some of the context about why people
behave the way they do
Does the above quickly without requiring a steep
learning curve
Is easy to get buy-in for and show the value of
Few drawbacks fell into hotjar are:-
Maybe an integrated report of heat-map, funnel
and form tracking.
Integration with Google Analytics.
Thank You