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• 8 Best Tools to Analyse Website Traffic

  12 septembre 2023, par Erin — Analytics Tips, Marketing

  Do you want to analyse your website traffic ?

  Maybe you want to know how well you’re converting your traffic. Or maybe you’re looking to track the performance and ROI of your marketing campaigns. Regardless, you won’t get far without relying on a dependable web traffic analysis platform.

  In this article, we’ve compiled a list of the top web analytics tools available (including the pricing for each one).

  Let’s dive in.

  What is website traffic analysis ?

  Curious about what it means to analyse website traffic ?

  

  Simply put, it involves collecting and examining data about your website visitors and the actions they take. Marketers, analysts and website owners can then take this data and use it to optimise their strategy to improve site traffic, conversion rates and ROI.

  A website analytics tool is software that tracks and measures various visitor activities and behaviours on your website. Common metrics include pageviews, traffic source, bounce rate and average time on page. Using a web analytics solution can give you insights into what’s working (and what’s not working) so you can optimise your website, campaigns or marketing strategy.

  Advantages of using a website traffic analysis tool

  1. Performance measurement and optimisation

  Tracking the success of your marketing efforts is a challenging task. The primary benefit of using a web analytics tool is implementing effective performance measurement. If you don’t know how to measure your efforts, you won’t know what’s working and what’s not with your campaigns and content. 

  A web analysis tool can give you the insights you need to understand whether your marketing initiatives have been successful or if they need to be improved.

  For instance, your new web design facelift may seem beautiful, but if visitors aren’t staying on your site as long and it is resulting in lower conversions, then it’s time to go back to the drawing board.

  2. Audience insights to improve the user experience

  Web traffic analysis platforms don’t just show you what your visitors are doing. It shows you who your audience is. A powerful website analytics tool will give you in-depth audience data, including demographics like geographical location (e.g., city, state or country), to help you better understand your audience.

  Additionally, you can learn more about your audience by seeing how they interact with different content on your site. You’ll start to see that certain content performs better than others, giving you a greater understanding of your audience’s needs and wants. This means you’ll be able to tailor your website content and marketing efforts to your audience to improve the overall user experience.

  3. Improve SEO

  In the first two advantages, we touched on how insights can help you craft better content for the visitors already coming to your site to improve the user experience and improve conversions. But did you know that using a website analytics tool can also help improve how much traffic you’re getting to your site ?

  Since a web analytics tool can help you craft better content, one side effect is an increase in traffic from organic search through SEO. Additionally, your platform will likely show you other traffic sources that your visitors are coming from (i.e., another website is referring traffic to you) so you can tap into those high-performing sources and optimise your incoming traffic over time.

  Top 8 Tools to Analyse Website Traffic

  Here’s a breakdown of the top eight web analytics platforms to help you analyse each tool’s unique features, price, advantages and disadvantages so you can make the best decision.

  1. Matomo

  Matomo is an open-source website analytics tool that’s focused on protecting user privacy and data while offering robust insights into your web traffic. It’s one of the most powerful tools to track the entire customer journey on your site.

  

  Why Matomo : As the leader in open-source, privacy-friendly and ethical web analytics, Matomo is trusted by more than 1 million websites, including NASA, the United Nations and the European Commission.

  Matomo plays well with Google Analytics to track your websites by filling in the gaps where Google Analytics has limitations (i.e., cookie consent banner requirement). Matomo combines traditional and behavioural web analytics for deeper insights while ensuring compliance with the strictest privacy regulations like GDPR, LGPD and HIPAA.

  Matomo Standout Features and Integrations :

  Standout features include comprehensive visitor tracking, multi-attribution, goal tracking, event tracking, custom dimensions, custom reports, automated email reports, session recordings, tag manager, roll-up reporting to pull data from multiple sites, Google Analytics importer, heatmaps and more.

  Integrations include WordPress, Google Ads, Wix, Drupal, Joomla, Cloudflare, Magento, Vue, SharePoint, WooCommerce and more.

  Pricing starts free for Matomo On-Premise (but requires technical skills and servers to set up) and $23/month for Matomo Cloud, which includes a 21-day free trial (no credit card required).

  Pros

  • Best for respecting visitor privacy
  • You own your data — ensuring that it’s not shared with third parties for purposes like advertising
  • Compliant with the strictest privacy laws
  • Greater flexibility with open-source advantages, as well as the option to either self-host or cloud host
  • Can run cookieless — providing 100% accurate data and a better user experience without the need for an annoying cookie consent banner 
  • Exceptional customisability — from white labeling, alerts and custom dimensions to dashboards and reports, tailor your insights for faster decisions, deeper insights and superior outcomes

  Cons

  • On-Premise is free, but there are additional costs for advanced features
  • On-Premise requires servers and technical expertise to manage

  2. Google Analytics

  Google Analytics is the most well-known and used web analytics platform in the world, with nearly 30 million active websites.

  

  Why Google Analytics : It’s one of the leading web traffic analysis tools backed by the Alphabet group of companies. For anyone getting started, it’s a great free option to understand your web traffic and your audience.

  Google Analytics Standout Features and Integrations :

  Standout features include in-depth visitor tracking, event tracking with Google Analytics 4 (GA4), easy integration with Google marketing tools (i.e., Google Search Console and Google Ads), custom reports and easy data importing from third-party sources.

  Integrations include Google Ads, Google Webmaster Tools, AdSense, WordPress, Wix, Shopify, Zendesk, Facebook, Marketo, WordPress, Hotjar, SEMrush, Salesforce, Hootsuite and more.

  Pricing is free.

  Pros

  • Detailed audience insights
  • Customisable reports
  • Seamless integration with other Google products
  • Easy to set up

  Cons

  • Not privacy-friendly — you don’t own your data (data is shared with third parties for advertising purposes)
  • Complex interface
  • Requires cookie consent banner for GDPR compliance, which negatively impacts data accuracy and user experience

  3. Fathom Analytics

  Founded in 2018, Fathom Analytics is a privacy-friendly and lightweight web analytics tool. The platform offers a simple, minimalistic dashboard.

  

  Why Fathom Analytics : Fathom Analytics is a minimalistic tool to help website owners gain insights into customer behaviour without compromising on privacy. It’s an easy-to-use tool that offers a simplified breakdown of the most popular data points. For newcomers to web analytics seeking essential metrics like visitor counts and traffic sources, Fathom Analytics provides a straightforward, cost-effective solution.

  Fathom Analytics Standout Features and Integrations :

  Standout features include easy, automated GA4 importing with lifetime data retention, a single-page dashboard for a quick overview of metrics, traffic summaries for chosen timeframes, visually striking graphs for better data digestion and privacy protection covering major compliance regulations.

  Integrations include Google Analytics, Squarespace, Drupal, WordPress, Discourse, Bloggi, ConvertKit, Webflow, Transistor, Remix, Gatsby and Carrd.

  Pricing starts at $14/month for up to 100k pageviews (with a 30-day free trial).

  Pros

  • Doesn’t use cookies
  • Out-of-the-box GDPR, ePrivacy, PECR and CCPA compliance
  • Great for visual data insights
  • Lightweight tracking script for fast loading

  Cons

  • Can’t easily see traffic trends on specific pages
  • Metrics may be too simple for those wanting advanced analytics

  4. Mixpanel

  Mixpanel is a web analytics platform that helps you track visitors as well as improve customer retention. The software has 8,000 customers worldwide, including Netflix, Yelp, BuzzFeed and CNN.

  

  Why Mixpanel : Mixpanel is great for websites with e-commerce functionality. The tool helps you understand both your site visitors and your customers so you can optimise your customer experience and improve conversions.

  Mixpanel Standout Features and Integrations :

  Standout features include deep insights into how your products are being used, including your most popular features, user cohorts that let you segment users based on specific actions, and visual analysis showing where users drop off.

  Integrations include Google Cloud, Figma, Mailchimp, Zoho CRM, Databox, Marketo, Hotjar, Slack, Zapier, Amazon Web Services, Google Ads and HubSpot.

  Pricing starts free for up to 20 million events per month and $20/month for Growth.

  Pros

  • Interface is easy for beginners
  • Exhaustive reporting options
  • Custom event tracking options
  • Predict user actions based on data science models
  • Send targeted messages to specific users to encourage action

  Cons

  • User-based pricing isn’t the most ideal for everyone
  • Alert management can be confusing

  5. Kissmetrics

  Kissmetrics is a marketing and product analytics tool that helps e-commerce and SaaS companies grow through qualitative data insights. The web analytics tool is trusted by 10,000 users, including Microsoft, Unbounce, AWeber, Dropbox DocSend and SendGrid.

  

  Why Kissmetrics : As an e-commerce-driven analytics platform, the platform is best suited for Enterprise businesses, but it also offers flexible pricing plans that make it easy for someone to get their feet wet with website analytics. 

  Kissmetrics Standout Features and Integrations :

  Standout features include a customisable dashboard to see key metrics at a glance, comprehensive visitor tracking, cohort analysis including power user tracking to understand your most active visitors and customers and insights into customer lifetime value and churn rate.

  Integrations include Chargify, HubSpot, Slack, Live Chat, Marketo, Optimizely, Mailchimp, Recurly, Wufoo Forms, Facebook Ads, WordPress, Shopify and WooCommerce.

  Pricing starts at $0.0025/event for the Pay As You Go Plan, $25.99/month for Build Your Plan and $199/month for Small Teams, which includes a 7-day free trial.

  Pros

  • Flexible pricing options
  • Easy to install
  • Several analytics viewing options
  • Visual checkout funnel insights
  • Track sessions by desktop or mobile

  Cons

  • Despite more pricing options, it’s still quite expensive overall
  • Difficult to use for beginners

  6. Adobe Analytics

  Adobe Analytics is a web and marketing analytics platform within the Adobe Experience Platform. Used by over 170,000 businesses, it’s one of the most popular analytics solutions available.

  

  Why Adobe Analytics : Adobe Analytics was created for large organisations. It’s essentially the enterprise version of Google Analytics. The tool does a great job of offering a customised analytics solution that’s capable of delivering personalised user experiences at scale.

  Adobe Analytics Standout Features and Integrations :

  Standout features include attribution, AI-driven predictive analytics, robust customer segmentation and automation based on customer behaviour.

  Integrations include all Adobe products, Salesforce, Hootsuite, Contentsquare, Sisense, Mouseflow, Google Ads, Google Search Console, HubSpot and Microsoft Teams.

  Pricing is custom and available upon request, but users can expect to pay at least $2,000 per month, and there is no free trial.

  Pros

  • Built for enterprise businesses
  • Seamless workflow integration for Adobe Experience Cloud users
  • Incredible customisation options
  • Integration process is flexible
  • Capable of accurately tracking large volumes of traffic

  Cons

  • Very expensive
  • Not suitable for small businesses
  • The setup is challenging for beginners

  7. SimilarWeb

  SimilarWeb is a robust analytics platform used to track your website data and compare it to other websites. Backed by a team of experienced data scientists and mathematicians for in-depth website traffic and search engine analysis. Founded in 2007, the platform is trusted by major brands like Adidas, DHL, PepsiCo and Walmart.

  

  Why SimilarWeb : The tool relies on multiple scientific methodologies and approaches to data analysis to help provide a better understanding of visitors and customers. The platform is great for crafting prediction models for customer acquisitions by using machine learning to offer SEO insights and competitive analysis.

  SimilarWeb Standout Features and Integrations :

  Standout features include competition traffic and engagement analysis, in-depth visitor tracking, keyword analysis to optimise your SEO and search ads, affiliate traffic analysis, search traffic analysis and funnel insights.

  Integrations include Salesforce, HubSpot, Google Analytics, Google Search Console, Shift, AT Internet, Adverity, SimilarTech, Biscience and more. 

  Pricing starts at $125/month for the Starter plan, which includes a 7-day free trial.

  Pros

  • Has a user-friendly dashboard for simple insights
  • Highly customisable platform to meet your specific needs
  • Easy competition analysis
  • Funnel insights to improve your conversion rates
  • Great customer support

  Cons

  • Expensive pricing
  • Doesn’t include a code snippet to pull data directly from websites
  • Doesn’t show sub-domains of your site

  8. Hotjar

  Hotjar is a behavioural website analytics tool with a focus on providing insights into individual user sessions with features like heatmaps and session recordings. Founded in 2014, Hotjar is used by 900,000 sites around the world.

  

  Why Hotjar : Unlike traditional web analytics tools like Google Analytics, Hotjar is a behavioural analytics tool that provides in-depth behaviour insights session by session. The tool offers a variety of features that give you a sneak peek into your users’ behaviours by watching how they interact with your site action by action.

  Hotjar Standout Features and Integrations :

  Standout features include comprehensive heat mapping, visitor session recordings to see what visitors did moment by moment, feedback polls to gain insights from site visitors and conversion funnels to help you analyse leaks in your funnel at each conversion stage.

  Integrations include HubSpot, Slack, Jira, WordPress, Shopify, Google Analytics, Mixpanel, Microsoft Teams, Zapier and ClickFunnels.

  Pricing starts at free for the Basic plan and $80/month for Business, which includes a 15-day free trial.

  Pros

  • You can see exactly where visitors click, move and scroll
  • Watch session replays to see what visitors did step-by-step
  • See what percentage of visitors take certain actions
  • Data segmentation features to help you understand KPIs in-depth
  • There are no user limits with the platform, making it easy to scale

  Cons

  • While it offers behavioural analytics, Hotjar doesn’t provide insights into traditional web analytics like Matomo does, including traffic sources and bounce rate
  • History data monitoring is complex

  Elevate your website performance today

  Understanding your visitors’ behaviour and needs is essential when you’re looking to improve your website performance.

  By leveraging a website analytics platform, you’ll be able to gain new insights into your visitors and use insights from your content and campaign performance to improve your user experience.

  If you’re looking to start using a web traffic analysis tool today, then Matomo is an excellent choice.

  Matomo is a powerful, privacy-friendly and compliant tool that gives in-depth insights into your audience, your content and your marketing efforts to help you improve your site’s performance.

  The platform also includes a variety of robust behavioural analytics features like heatmaps, session recording and more, which are included in your Cloud subscription. 

  Start your 21-day free trial of Matomo today (no credit card required).

• My journey to Coviu

  27 octobre 2015, par silvia

  My new startup just released our MVP – this is the story of what got me here.

  I love creating new applications that let people do their work better or in a manner that wasn’t possible before.

  My first such passion was as a student intern when I built a system for a building and loan association’s monthly customer magazine. The group I worked with was managing their advertiser contacts through a set of paper cards and I wrote a dBase based system (yes, that long ago) that would manage their customer relationships. They loved it – until it got replaced by an SAP system that cost 100 times what I cost them, had really poor UX, and only gave them half the functionality. It was a corporate system with ongoing support, which made all the difference to them.

  The story repeated itself with a CRM for my Uncle’s construction company, and with a resume and quotation management system for Accenture right after Uni, both of which I left behind when I decided to go into research.

  Even as a PhD student, I never lost sight of challenges that people were facing and wanted to develop technology to overcome problems. The aim of my PhD thesis was to prepare for the oncoming onslaught of audio and video on the Internet (yes, this was 1994 !) by developing algorithms to automatically extract and locate information in such files, which would enable users to structure, index and search such content.

  Many of the use cases that we explored are now part of products or continue to be challenges : finding music that matches your preferences, identifying music or video pieces e.g. to count ads on the radio or to mark copyright infringement, or the automated creation of video summaries such as trailers.

  

  This continued when I joined the CSIRO in Australia – I was working on segmenting speech into words or talk spurts since that would simplify captioning & subtitling, and on MPEG-7 which was a (slightly over-engineered) standard to structure metadata about audio and video.

  In 2001 I had the idea of replicating the Web for videos : i.e. creating hyperlinked and searchable video-only experiences. We called it “Annodex” for annotated and indexed video and it needed full-screen hyperlinked video in browsers – man were we ahead of our time ! It was my first step into standards, got several IETF RFCs to my name, and started my involvement with open codecs through Xiph.

  Around the time that YouTube was founded in 2006, I founded Vquence – originally a video search company for the Web, but pivoted to a video metadata mining company. Vquence still exists and continues to sell its data to channel partners, but it lacks the user impact that has always driven my work.

  As the video element started being developed for HTML5, I had to get involved. I contributed many use cases to the W3C, became a co-editor of the HTML5 spec and focused on video captioning with WebVTT while contracting to Mozilla and later to Google. We made huge progress and today the technology exists to publish video on the Web with captions, making the Web more inclusive for everybody. I contributed code to YouTube and Google Chrome, but was keen to make a bigger impact again.

  The opportunity came when a couple of former CSIRO colleagues who now worked for NICTA approached me to get me interested in addressing new use cases for video conferencing in the context of WebRTC. We worked on a kiosk-style solution to service delivery for large service organisations, particularly targeting government. The emerging WebRTC standard posed many technical challenges that we addressed by building rtc.io , by contributing to the standards, and registering bugs on the browsers.

  Fast-forward through the development of a few further custom solutions for customers in health and education and we are starting to see patterns of need emerge. The core learning that we’ve come away with is that to get things done, you have to go beyond “talking heads” in a video call. It’s not just about seeing the other person, but much more about having a shared view of the things that need to be worked on and a shared way of interacting with them. Also, we learnt that the things that are being worked on are quite varied and may include multiple input cameras, digital documents, Web pages, applications, device data, controls, forms.

  So we set out to build a solution that would enable productive remote collaboration to take place. It would need to provide an excellent user experience, it would need to be simple to work with, provide for the standard use cases out of the box, yet be architected to be extensible for specialised data sharing needs that we knew some of our customers had. It would need to be usable directly on Coviu.com, but also able to integrate with specialised applications that some of our customers were already using, such as the applications that they spend most of their time in (CRMs, practice management systems, learning management systems, team chat systems). It would need to require our customers to sign up, yet their clients to join a call without sign-up.

  Collaboration is a big problem. People are continuing to get more comfortable with technology and are less and less inclined to travel distances just to get a service done. In a country as large as Australia, where 12% of the population lives in rural and remote areas, people may not even be able to travel distances, particularly to receive or provide recurring or specialised services, or to achieve work/life balance. To make the world a global village, we need to be able to work together better remotely.

  The need for collaboration is being recognised by specialised Web applications already, such as the LiveShare feature of Invision for Designers, Codassium for pair programming, or the recently announced Dropbox Paper. Few go all the way to video – WebRTC is still regarded as a complicated feature to support.

  

  With Coviu, we’d like to offer a collaboration feature to every Web app. We now have a Web app that provides a modern and beautifully designed collaboration interface. To enable other Web apps to integrate it, we are now developing an API. Integration may entail customisation of the data sharing part of Coviu – something Coviu has been designed for. How to replicate the data and keep it consistent when people collaborate remotely – that is where Coviu makes a difference.

  We have started our journey and have just launched free signup to the Coviu base product, which allows individuals to own their own “room” (i.e. a fixed URL) in which to collaborate with others. A huge shout out goes to everyone in the Coviu team – a pretty amazing group of people – who have turned the app from an idea to reality. You are all awesome !

  With Coviu you can share and annotate :

  • images (show your mum photos of your last holidays, or get feedback on an architecture diagram from a customer),
  • pdf files (give a presentation remotely, or walk a customer through a contract),
  • whiteboards (brainstorm with a colleague), and
  • share an application window (watch a YouTube video together, or work through your task list with your colleagues).

  All of these are regarded as “shared documents” in Coviu and thus have zooming and annotations features and are listed in a document tray for ease of navigation.

  This is just the beginning of how we want to make working together online more productive. Give it a go and let us know what you think.

  http://coviu.com/

• Revision 28930 : on bouge

  31 mai 2009, par ben.spip@… — Log

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