6 Factors to Consider When Evaluating Web Analytics Packages

All important web decisions (should!) begin with analysis of website statistics. These statistics can provide webmasters with a clear view on a websites performance and allow them to make decisions based on hard facts, rather than personal preference, or even worse, a hunch!

With the wealth of analytics packages now available, it can be difficult to choose a package that matches requirements and provides value. This article discusses six rules to follow when selecting a analytics package and provider:

1. Know your requirements

Analytics packages are like a lot of things web related; you can get whatever you want as long as you spend the money. All analytics packages will report on basic web statistics such as visitors, and page views, so if this is all you're after, a free package maybe be suitable. However, if you want to know the middle name of every user that accesses your site via a banner link on a day with a full moon - expect to pay for it! This leads on to my next point...

2. Set your budget

Before looking at analytics packages, it's imperative to define your budget! It should be based on the returns the website is currently providing, and of course, the returns it could realise with a good analytics package. Packages range from free to 000's, so set your budget and stick to it! Don't be sweet talked into parting with extra money for features you'll never use.

3. Plan for the future

You may not be using paid search or banners ads to promote your website now, but if there's a chance you will in the next 18 months, it's worth getting a package that will allow you to monitor the success and returns provided by these channels. Replacing analytics packages is a pain, and due to the different way that each package calculates its metrics, they cannot be accurately compared. If your changing analytics provider every couple of months, it will become increasingly difficult to compare historic statistics, making it harder to use the statistics to make accurate decisions.

4. Who's going to use it?

A common mistake organisations make is purchasing a complex analytics package that their employees can barely use. It's important to match the analytics package with the technical ability in-house, otherwise, the complex features (that add expense) may never be utilised.

5. After sales service

It always worth checking what levels of support provider's offer after their package has been installed. Part of this would include some background research to ensure the company you choose is likely to be around in a year's time! Free providers should have a wealth of online documentation that deals with common problems; it's worth checking out the quality of this before you have to rely on it!

6. Don't forget implementation

Depending on the size and scope of the analytics package and the website its intended for, the cost of implementation can be more than the software itself. Ensure you have the skill set in-house or set aside plenty of budget. Remember; the best analytics package in the world is worthless if it hasn't be installed and configured correctly.