Web Analysis Tools
Web analysis tools are used to check the visitor behaviour of a website. They make the complex data collected by servers and clients graphically visible and thus legible.
There are numerous web analytics tools for different areas and different budgets. In principle, web analysis tools can be distinguished in terms of technology, free or commercial use and a certain thematic orientation. The technology used is either cookie-based or logfile-based, but hybrid solutions are also available. Enterprise solutions are designed exclusively for particularly large web projects and are therefore expensive.
Google has the largest market share in the field of web analytics compared to other providers. However, more and more solutions are being presented that also allow efficient tracking, which also sets higher standards in terms of data protection than is the case with Google.
Examples of web anaylsis tools
1.) Free systems:
- Google Analytics
- Open Web Analytics
2.) Fee-based systems:
- Adobe Digital Marketing Suite
- IBM Marketing Center
- AT Internet
When selecting a web analysis tool, various aspects have to be considered. Aside from ensuring that use of the tool is compliant with data protection regulations, you need to find a tool suitable for your own requirements. What is the goal of the website? Which content do I want to track and optimize? Which KPIs are suitable for my project? Or: Can my analysis tool divide the user numbers into segments and display click paths? Is the entire funnel displayed? The available analysis tools differ considerably depending on the requirements.
Significance for search engine optimization
SEO is not conceivable without web analysis tools. If you want to optimize your content and want to know which sources visitors came from, you cannot avoid using such software. However, there are also experts who don't think much of the partly vague data of the analysis software, because the data collected on visitor behaviour is often only part of the actual traffic by a unique user.
- Usage statistics and market share of Google Analytics for websites. w3techs.com. Accessed on 05/13/2014.