Each business generates data and records it as part of its operational requirement. Data, especially those related to companies’ websites, can come in many forms, such as the number of users visiting your site and their locations, or better yet, the number of people purchasing products from your site, among others.
If left unattended the data can be considered plain obscure occupying valuable server space whereas if analyzed and processed with the right tools it can transform the business. The method of web data analytics involves measuring user traffic using statistics and computer programming, predicting performance, levels of customer satisfaction, and other features of the business.
Why web data analytics is important
- To find out the current level of performance of your website and areas for improvement
- To obtain efficient information to improve marketing strategies, increase efficiency and improve decision making
- To know users’ profiles and understand their browsing and purchase patterns
- To predict changing user behavior, market dynamics and their impact on business
As the challenges before businesses become more complex and data patterns become more uncertain, the use of analytics tools has become more important than ever. Thus, combining professional online advertising services with the right skills can be a thoughtful strategy to take advantage of the efficiency of the tools or services available for the benefit of your business. Let’s discuss the top five web analytics tools that are widely used in most companies today, and which you can easily use to help transform your business.
Google Analytics: Arguably the most popular of all the existing web analytics tools, it comes free with the following features. However, a subscription-based version called Google Analytics 360 is also available for enterprise users.
- Tracks and collates web data sources spread across channels, devices and locations
- Tracks user activity on a website based on performance related metrics such as total number of visits, transactions, revenue, etc.
- Analyzes user activity on the site, including areas (pages) where users seem to have bounced
- Provides detailed reports that can help improve digital marketing strategies such as social media campaigns, in addition to better targeting search engine rankings and conversions.
An important aspect of Google Analytics related to online advertising is called Google AdWords, which provides basic services such as Pay Click (PPC) and Cost Acquisition (CPA). Known as the highest revenue earner for Google, this paid marketing service is used by advertisers and web marketers to display product listings, ad copies and high video content on the Google SERPs.
However, the only area where Google Analytics lags behind is providing a full description of real-time data, which it does to some extent but with only a few data points.
Kissmetrics: Unlike Google Analytics, Kissmetrics provides comprehensive web related data about user activity in real time. It displays individual user activity across devices, locations, and time periods. It gives insights into individuals or specific user groups, and is especially useful for mobile apps and ecommerce sites. And yes, it doesn’t come for free with a fee starting at $ 200 per month.
Click: The tool provides comprehensive real-time data on individual user activity, search rankings, and video analytics. Interestingly, it provides heatmap traction of users in real time through an online widget. The best part is that it’s free up to 3000 daily page views but in addition it charges 19.99 per month.
The tool also alerts you when your site goes offline. It does this by placing tabs on your site from five different locations around the world. Thus, it helps companies work towards real-time optimization of business data to get better results.
Woopra: This real time analytics tool has a unique live chat feature that allows site owners or web marketers to chat with users visiting the site. This feature can provide important insights about the site from the user’s perspective and help correct deficiencies (if any).
Also, using the tool’s AppConnect feature you can connect with other platforms like Salesforce, WordPress, HubSpot, MailChimp etc. It’s available in both free (up to 30,000 actions per month) and paid versions (up to 1 1,199.95 per month and more). Advanced enterprise level features.)
FoxMetrics: Available at $ 299 per month, this site provides actionable information regarding users’ browsing behavior over a period of time, including sales to web owners. Using the tool, you can also follow up with customers who have left the shopping cart via targeted emails and offers. The tool allows you to create user surveys and feedback forms in addition to directing users to pages that are better suited.
Web analytics tools can provide important insights about user traffic, its various aspects, and its changing dynamics. However, such information will not be used unless appropriate steps are taken to improve the user experience and thus potential conversions. In the article, the top 5 web analytics tools regarding their use in digital marketing are discussed. Readers are invited to give their opinion on this.