Web analytics help companies to constantly optimize their website and online marketing with regard to users. There are also numerous free solutions. However, their functions are by no means sufficient for every purpose. We have compared nine web analytics tools providers apart from Google Analytics on the basis of 211 criteria. In our web analytics tools comparison, you will get detailed insights into the respective tools. This article summarizes the most important aspects and, in addition to downloading the market overview, already provides you with a brief overview of the providers surveyed.
Which measure and which channel are the most suitable to reach one’s own customers? In the past, this question of all marketing decision-makers could often only be answered on the basis of intuition or elaborate market research. Today, the decision is made on the basis of clear data. The basis for this is provided by web analytics tools, which centrally collect and visualize the data and key figures of a company’s online channels and thus make them available and analyzable. Analysis is one of the most important measures for companies to optimize their own marketing measures. How do the users of the company’s website behave? Which content do they visit? How long do they stay on the website? Where do they break off the customer journey? These and many other questions can be answered and evaluated continuously. However, what companies need in any case are powerful web analytics tools.
What do web analytics tools do?
Both free and paid tools are available for web analytics. The individual tools use two different underlying technologies that must be distinguished:
- Log file analysis: this involves storing a log file on the web server that can record all access characteristics of the website. The graphical processing of the information is carried out by analysis software.
- Tag analysis: in this case a tracking code is implemented in the source code of a website. All data is collected via this code and stored on an external server. Tag analysis can be used to collect significantly more data than log file analysis.
This is where the first criteria for the selection of web analytics tools becomes apparent: the scope of the desired data. Using tag analysis, companies can also collect information about page bounces, for example. However, the scope of data means that tag analytics-based web analytics tools are also more stringent in terms of data protection.
Web analytics tools allow corporate marketing teams to analyze various aspects of website usage. For example:
- the number of visitors (for the entire website as well as subpages)
- the average value of purchases
- the number of abandoned purchases
- the number of conversions, etc.
In principle, there are a large number of KPIs that can be determined with a web tracking solution. Of course, the question is always: what information do you want to get as a company? But not every web analytics tool provider is equally suitable for every company. In our market overview, we have therefore compared nine different providers and their solutions on the basis of 211 criteria.
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Categories of the market overview
- General information
- User interface languages
- Industry specialization of web analytics tools
- Basic features of the web analytics software
- Analysis functions
- Visualization options
- Typical purposes of the software
- Organization of interfaces to other software
- Interfaces to CRM, social media channels, SEO tools, ERP, ad tools, newsletter tools, CMS and store systems
- Legal criteria
- Additional services of the tool providers
- Price approaches of the tool providers
The software providers in the web analytics tools comparison
USP (according to their own statement): “Contentsquare intuitively tracks and visualizes billions of digital behaviors at any granularity, empowering companies to create better digital experiences for customers.
USPs: 1. Tracking of all data with a single tag to analyze all possible issues, retrospectively, without having defined tagging plans beforehand. 2. GDPR compliant and cookieless tracking. 3. use of AI for automated analysis.”
USP (according to their own statement): “Simplest integration via interfaces into all common store and CMS systems, 100% GDPR and TTDSG compliant, data ownership by the customer, >800 ready-to-use analyses in the tool, own tag management if desired, great scalability, high degree of automation thanks to the use of AI, automated dashboarding, real-time analytics, …”
USP (according to their own statement): “Consent-free, easy integration, intuitive use with dynamic segmentation.”
USP (according to their own statement): “Evinent Analytics is a flexible system based on machine learning that enables predictive analytics. It is easy to use for any type of company with the help of our developers. It allows to solve many problems. For example, to prevent fraud, clearly see how to work with different customer segmentation in the analysis of salex by loyalty or lifetime value, create an efficient marketing campaign or triggers.”
Piwik PRO Analytics Suite
USP (according to their own statement): “Perfect alternative to Google Analytics with focus on privacy and security: + Analyze full customer journey including data sensitive areas (past-login, banking, healthcare systems, government eservices etc.) + Privacy compliance and adherence to strict security standard + Get high-touch customer care and consulting.”
USP (according to their own statement): „SE Ranking – is all-in-one SEO software with ober 30 tools for every task in search marketing. The platform provides analytical data and monitoring features that help sepcialists, agencies, marketers and business owners bring their websites to the top of the SERPs and stay there.”
USP (according to their own statement): “Web analytics without cookies and GDPR-compliant. Innovative, clear dashboard to directly get a complete overview of the visitor numbers of your own website.”
Upscore Content Intelligence Platform
USP (according to their own statement): “Our content intelligence platform offers editors and publishers a unique combination of granular measurement of content usage, easy-to-use analysis tools and automation functions for managing hybrid business models in publishing and content marketing. At the same time, we are fully GDPR- and TTDSG-compliant and host all services and data in Germany.”
USP (according to their own statement): “The “all in one” analytics & statistics application.”
Purpose of the software: User Experience, SEO, Lead Performance and much more
What can web analytics tools actually be used for? To begin with, there are enormous number of use cases. In our comparison we have therefore focused on 13 central possible uses. These include user experience (UX) analysis, SEO content analysis, sales funnel analysis, lead performance analysis, ROI analysis, social media analysis, and customer journey mapping. Depending on the intended use, companies should take a close look at the coverage of the respective software. Not every tool offers the possibility to serve every purpose. The question of the intended use can therefore already be an important criteria for narrowing down relevant providers.
In our web analytics tools comparison, the various software providers already offer a variety of features in the basic functions. User and authorization systems are available for all tools, just as the software is multi-client capable for most providers. Some providers even offer mobile apps for their tools. When it comes to tracking options, companies can also use various options in most cases – such as session tracking, conversion tracking or customer retention tracking. The basic features already offer marketing teams extensive functions for detailed web analysis.
Analysis functions with clear differences
When it comes to the scope of analysis functions, companies should ask themselves in advance: What functions do I need now and what functions will I need in the future? This is because there are considerable differences between some of our nine providers in the scope of the analysis functions offered. In our comparison, we asked about a total of eleven analysis functions. The good news is that all the tool providers allow data to be monitored over time so that a problem can be identified in good time. Four out of nine tools also offer the option of a target/actual analysis to specifically identify optimization potential. In addition, some software solutions already rely on integrated artificial intelligence for recommendations for action.
Keeping an eye on results: How to visualize data
A standard dashboard says it all: it’s standard for web analytics tools. This also applies to the solutions in our comparison. However, the situation is different when it comes to other visualization options. For many companies, a customer journey analysis is now important – and not without reason. Based on this analysis, websites can be specifically adapted to the needs of customers. With a few exceptions, the providers in our market overview therefore also offer visualization of the customer journey. On the one hand, geo-visualization is less common, such as where customers come from. On the other hand, most tools provide companies with a funnel analysis to track conversion.
Focus on interfaces
Web analytics tools need interfaces to various other tools, systems and channels in order to fully perform their analysis and to analyze data in the best possible way. In our comparison, we therefore asked the providers about interfaces to the following systems: CRM, social media channels, SEO tools, ERP, ad tools, newsletter tools, CMS and store systems. However, not all software providers offer comprehensive information on interfaces. Those that do provide us with information show that interfaces to the most common tools and systems are available almost in their entirety. In some cases, they are even integrated directly into the respective web analytics tool – such as Google Ads or well-known CMSs like Episerver, E-Spirit, Typo3 and WordPress or Magnolia.
Legal – data protection is a top priority
Data protection plays an extremely important role in any form of tracking. For example, where is the server located? Is personal data anonymized? How are tools and systems secured against cyber attacks? And are there even certifications from providers, if applicable? Almost half of our tool providers are certified. And the majority of servers are also located in Germany. When it comes to data protection, the providers attach particular importance to GDPR and TTDSG. Anonymization of personal information is standard. The same applies to effective protection against cyber attacks and other criteria relevant to data protection.
Additional services and pricing approach of web analytics providers
When a new tool is introduced into the company, employees should have the opportunity to be instructed in the use of the tool. Eight out of nine or even all providers therefore include additional services such as face-to-face training or online training. Onboarding and implementation are also standard additional services for companies. Things are different when it comes to round-the-clock support: Only four of the new providers offer 24/7 support. The scope of other services also varies considerably in some cases.
The question about the price of a solution shows in our comparison: Free test versions are available – but tend to be the exception. The monthly costs range between 4 and 5,000 euros. Important factors for determining the costs include the number of websites to be analyzed, the volume of data, users and dashboards required. However, there are also price approaches that are based on fixed prices. In some cases, there are additional costs for implementation and possibly other services. How long a company has to wait until the solution is ready for use also varies greatly. One tool can be used almost immediately, while another provider plans between 3 and 6 months of implementation time.
It is important for companies to keep a constant eye on user behavior on their websites and to adapt the site to the needs of the visitors. Our tool providers offer a wide range of basic features and, in some cases, very extensive analysis and connection options. Which software is ultimately suitable for your company can already be narrowed down with our web analytics tools comparison. Ultimately, it is not always just the functions that are making the difference.