There are many web analytics tools available, ranging from free to very expensive. Selecting a tool that meets the needs of your business is obviously the first step you must take. There is a set of basic functions included in virtually every web analytics tool. Sometimes it might look as if all of the tools have the same kind of features but in reality every tool has a different user interface and a set of distinct features. So now the question arises as to how to decide about the selection of a particular tool for analyzing your website.
Here I won’t be giving any numerical method to get a solution to the problem, but will outline some guidelines to help you select the best suited tool for your website.
COSTING
It would be good to have an idea of the costs associated with the solution for a period of at least 3 years. For solutions which have been installed internally, there are normally renewal costs for the support which often corresponds to 20% of the license costs. There may also be costs associated with an increase in the number of pages/events which are analyzed, even for a version which is implemented internally. Costs associated with outsourced solutions normally include support costs, whereas billing in terms of traffic volume is repeated on an annual basis.
FEATURES
While choosing a Web Analytics solution, it is advised to stick to the key variables and metrics which are essential for the project and closely examine how each solution can provide the results that are required for the business. Do not choose a solution because of the different features that it has to offer and that might have usage only for one day, rather check out the ones which will be used frequently now and also in the near future.
TESTING & IMPLEMENTATION
It is recommended to test the potential solution on a single page of the website before taking up the whole solution. This will provide an idea about the capability and performance of the application. This type of operation would be possible even without carrying out any complicated tagging on the site. Don’t ever install a solution without trial. Another aspect is about the implementation of the solution, where it is necessary to check if the website has a complex structure (several domains, subdomains, languages, regions, etc.). Web Analytics metrics are based on business definitions which means custom implementation, so it is necessary to understand the business variables properly before its implementation so that we can avoid problems like duplicated unique visitors, uncounted visits etc.
SOLUTION HOSTING
There are two ways of hosting the solution, one is internally and other one is externally. There is a great difference in the way we host the solution for our business requirement. First method provides a complete control of data collection and data processing but in the second one, publisher has to carry out these tasks. Hosting the solution internally has significant advantages in terms of flexibility and control. However, we cannot deny the disadvantages associated with flexibility in terms of the cost of infrastructure, application supports and updates, which for many companies can become sky high. While on the other hand, by hosting the solution externally with outsourcing, the partial loss of control and increased dependency is compensated by simplifying tasks. In this case problems associated with the upkeep of the infrastructure in place are transferred to the publisher. Here you will be up to date about the most recent version of the product that is available.
REAL TIME REPORTING
A minimum period of time is required to process the data and every solution has different time limits for processing the data. Some of them take few minutes while others might take an hours time to process the results. In this manner, it is always an advantage for you to analyze the real-time data to get proper insights. So if real-time costs do not represent an excessive cost for your company then why ignore them? It is really helpful when you have to run promotional campaigns and you have to put up banners on different websites.
DOCUMENTATION, LANGUAGE & SUPPORT
These points have importance in the long term success of any solution because it is a continuous process. As you keep updating your website’s content and number of pages, you require continuous assistance which can help you in getting the data properly without any data errors. So it is necessary that abundance of documentation be available in the users’ language so that they can receive timely support. Also, it is good to check if people are aware about this tool and they discuss its features & implementation in various forums.
There are many factors that should be taken into consideration while creating the budget for a Web Analytics solution. The following basic questions should be answered in order to create a baseline understanding of the benefits the solution will provide:
- What are the financial benefits associated with measuring the results of the online marketing initiatives, such as online advertising, search engine marketing or email marketing?
- How many more online leads and sales can be generated if the lead generation process is measured, tested and improved?
- How much money can be saved by identifying the most common product or support?
- How much time will the new application save in comparison to the current process?
There might be other criteria to add to this list, according to one’s individual needs. What is provided here is a broad framework. Am sure the criteria mentioned above will surely help in selecting the right web analytics tool. Please feel free to add in to this list and give your suggestions.