Web analytics, web metrics, and how to use them to track and improve conversions

I started using the new Google Analytics on a few of our sites on Tuesday just to see, and not only is data collection almost instant (well, actually about 2-3 hours behind) but as someone who used to pay $5-$198/domain for Urchin (depending on whether it was version 5 or 6, and how is was licensed), I’m absolutely thrilled with the fact that it’s free.

I use Clicktracks alongside Google Analytics and sometimes have to try to explain why. Clients can assume that use of Google Analytics would eliminate the need for Clicktracks.
Far from it. In some ways use of GA ephasises some of the strengths of Clicktracks, in particular the way in which Clicktracks almost supplies a level of expertise by steering users towards information which is useful and actionable. GA does that to some extent, particularly with reference to keywords (!), but nearly so well in my opinion.

Add in the ability to segment visitors at will and apply that segmentation to old data and Clicktracks starts to show some real useful facilities. Plus it can report on Googlebot and the other spiders, of course.

I need both to do what I do.

I think Google Analytics will cause a serious blow not only to StatCounter but to whole web analytics industry. The type of reporting available for free from google is offered by other tracking companies for HUNDREDS and more dollars per month (most of the advanced conversion otpions not even availalbe under StatCounter). The most intriguing part about Google Analytics is that you will be able to see the ROI on your search engine marketing in one place without importing or exporting the data. This plus an ability to track email campaigns, other search engines, etc makes the Google the ultimate web analytics package. As Google will be releasing new services like Google Automat (classified ads) that also will be tightly integrated with AdWords and Analytics the Analytics package will become primary tracking tool for most of the e-commerce shops. And if you think about it, that fact that you are getting the stats 12 hours delayed is not going to do anything to your business. You only need LIVE stats for pure enjoyment but most of the web shops can live with 12 hour delay in their stats.
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