Business users have for some time analyzed small sets of data using off-the-shelf software tools like Excel. Today, though, with the exponential growth of data collected via the web and multiple users trying to access the information, Excel doesn't quite cut it. According to Google Chief Business Officer Nikesh Arorawith, more than 10 million websites are currently using Google Analytics and the number grows by the second. [Market share estimate of 80% (W3Techs September 2013 survey).] Why? It's free and easy to use. Users do not want a system that requires IT departments to help build reports. They want visualizations and an intuitive UI. They want a system that is fast to deploy and quick in reporting.
If you are in the process of deciding on which analytics tool to deploy on your site, or looking for additional data that GA doesn't provide you, here are some questions to ask along with 15 other tools (and pricing!) to check out.
Related: 3 Easy-to-Use Analytics Tools
Questions to ponder when evaluating analytic tools
- Why do I need a different/new tool?
- What sort of data do I need this tool to give me?
- What actions will be driven by that data?
- How, specifically, will I use the data to inform decisions and activities?
15 Web Analytic Tools
- Google Analytics (free)
- Spring Metrics (free trial, $49 a month)
- Woopra (free trial, several paid options)
- Clicky (free for one website, monthly fee w/Pro plan)
- Mint ($30 per website)
- Chartbeat ($9.95 per month; free trial)
- KISSmetrics (free trial, plans start at $149 a month)
- UserTesting ($39 per tester; up to 100 testers)
- Crazy Egg (prices start at $9 month for 10 Heatmaps)
- Mouseflow (free for one site, up to 100 recorded sessions; prices start at $13 a month for more)
- IBM Digital Analytics (custom quote)
- IBM's Unica NetInsight (custom quote)
- iPerceptions (custom quote)
- Webtrends (custom quote)
- Reinvigorate (free (3 sites, 3 users, 500,000 visitors per month; paid plans range from $10 to $20 per month for additional limits, custom plans also available).
Last, if you currently have GA and just want more features, there is always the premium version (just a hefty $150,000 annual fee). To see the enhanced features and support the premium version provides, check out this comparison chart.