Web analytics tools for novice marketer, product analyst and analyst
There are many articles and reviews of various web analytics systems in the network, but unfortunately, I could not find a summary table with descriptions of what to pay attention to the beginning marketer / product specialist. Studying the topic, systematized information in the form of a table. Perhaps someone it will be useful.
Questions that arise for the first time to touch on this topic:
- how and in what form to track the site and application metrics
- how hypothesis testing affects these metrics
Answers to these questions can be obtained using web analytics tools. There is a lot of tools and everyone solves a certain task.
He singled out several services for "beginners" (someone may think differently):
- Yandex.Metrica
- Google Analytics
- Amplitude
- Mixpanel
Brief summary:
- If you are a “beginner” marketer, analyst, product specialist and you have a website for a Russian user, then Yandex.Metrica will suit you as an easy-to-learn tool with a Russian-language interface and more accurate data on users from Russia. Ya.M is also suitable for more advanced purposes than immersion in the basics. In this service you will also be able to collect a huge amount of information and dokruchivat reports as you need.
- If all that is written above applies to you, with the exception of the country (global site), then rather Google Edwards. The functionality is the same, the interface is a bit more complicated. At the same time, with NM they close almost the same needs.
- Amplitude, Mixpanel sharpened by analytics of mobile applications. At the same time through them, you can shoot stats on sites, too. Services English-speaking with a bias in deeper grocery analytics.
| Yandex.Metrica | Google Analytics | Amplitude | Mixpanel | |
|---|---|---|---|---|
| Price | Free | Free, up to 10 million hits per month | Free, up to 10 million hits per month | Free, up to 5 projects, data for 60 days, access for up to 3 users |
| Ease of use from 1-easy to 5-hard | 2 | 3 | five | five |
| Russian interface | Yes | Yes | Not | Not |
| What platforms can track metrics (Web, IOS, Android) | Web, IOS, Android | Web, IOS, Android | Web | Web, IOS, Android |
| What platforms does it work with (website, mobile app) | Website: yes Application: no, only separately through the appmetrica.yandex.ru service | Website: yes Application: yes, additionally install the firebase.google.com package | Website: yes Application: Yes, the service is focused on mobile applications | Website: yes Application: Yes, the service is focused on mobile applications |
| Connection methods | Website: the script is added to the HTML code of the website page. Simple enough. Appendix: more complex settings, separate instruction appmetrica.yandex.ru | Website: the script is added to the HTML code of the website page. Simple enough. Application: more advanced settings with firebase.google.com | Website: the script is added to the HTML code of the website page. Simple enough. Application: more complex settings, the script is inserted into the code. | Website: the script is added to the HTML code of the website page. Simple enough. Application: through the web panel, without making changes to the code. It's simple. |
| Functionality | ||||
| Number of site views | Yes | Yes | Yes | Yes |
| Event (tracking user actions and events - clicks and other triggers) | Yes | Yes | Yes | Yes |
| Analysis of a session or visit (tracking of actions and events within one visit to the site) | Yes | Yes | Yes | Yes |
| Number of site visitors | Yes | Yes | Yes | Yes |
| Failures (quality assessment of incoming users) | Yes (refusal considers a visit lasting less than 15 seconds) | Yes (refusal considers visiting only one page, without performing actions) | Yes | Yes |
| View depth (number of page views in one visit) | Yes | Yes | Yes | Yes |
| Setting and monitoring campaign goals | Yes | Yes | Yes | Yes |
| Source of transition, traffic (where the user came from) | Yes | Yes | Not | Not |
| Conversion | Yes | Yes | Yes | Yes |
| Funnels | Yes | Yes | Yes | Yes |
| The lag between the action on the site and update info in reports | About 10 minutes | From 2 hours to days | Delay a couple of seconds | Delay a couple of seconds |
| View search queries from the service | Maybe. | Perhaps, but due to encryption, about 80% of requests are not tracked. Also, you must additionally connect with the Search Console service. | Not | Not |
| Analysis of popular site pages | Yes | Yes | Yes | Yes |
| Advertising campaign reports | Yes, for Yandex.Direct | Yes for Google Ads | Not | Not |
| Error in the analysis of Russian traffic | Less than 5% | 20-40% | No information | No information |
| Web viewer | Yes | Not | Not | Not |
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Source: https://habr.com/ru/post/448450/
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