How to: Analyze, track, evaluate

Measuring traffic is pretty easy nowadays. And in most cases also for free. The advantage is that you get very fast and cheap at least the most important key figures about his web traffic. At the same time, however, the disadvantage results: the informative value of such numbers is manageable.

Here is an overview of traffic-based tools:

Google Analytics

Alright, it’s something of the market giant Google and that one can always criticize per se. Google Analytics is neither new nor very original, but still a standard tool when it comes to (free) coverage measurement on the net.

In addition, Google Analytics has an integration with Google AdWords that helps analyze a campaign with more data.

The biggest drawback of Google Analytics is the complexity of defining and tracking new conversions, as well as the fact that there is no way to track individual user sessions.

Matomo / Piwik

Piwik was until 2018 the free and, above all, open-sourced-based alternative to Analytics. This is especially interesting for those who do not want to throw more data behind Google. As far as the functions are concerned, they are about equally equal.


Meanwhile, Piwik Matomo is called, at least in the basic version. It still works fine but is not completely free anymore. That is, there is a so-called “on-premise” version that you can load and use for free. This is only suitable for people with profound server knowledge. Additional features like Activity Logs have to be paid anyway. For all other versions amounts of 19, – Euro are due each month from the beginning.

Piwik also offers a pro version. This is a self-hosted website analytics suite designed specifically for governments and businesses that require full privacy and data ownership. To confirm the name confusion: The Pro version has the name Piwik stayed, for whatever reason.

Tools for SEO analysis

That one should optimize its pages for search engines, is now common sense. But what do you do afterwards? Nothing is as old as yesterday’s SRO. To stay up to date, there are also a few tools.

Google search console

Again, you can hardly get past Google. The Google search console allows Google to analyze organic search traffic. Specifically, the console shows which search terms direct users to your site after they’ve searched Google and clicked an organic link to your website (not an ad). The search panel actually provides more information than just clicks. Some results, however, are also irritating: On my private blog last month, 24 users landed, the search term “hot women” have used (and no, I have no idea …)

Moz Pro

An alternative to Google: Moz Pro delivers data about competitors’ own and their rankings in search results as well as links, keyword rankings and their trends over time. Moz Pro is suitable for both beginners and experienced professionals.

Cost: As with most analysis tools, MozPro pricing is flexible. There is a standard plan for $ 99 a month, and the top version will be $ 600 a month.

So far we have tools that allow you to analyze traffic and adjust and improve your SEO. But especially when it comes to specific events and products, such numbers say little to nothing. Again, there are tools that specialize in such detailed, targeted evaluations. Here is an overview of tools for events and conversions:


With Mixpanel you can track actions on the website, your product or your mobile app. MixPanel requires that you define the actions you want to focus on. Meaning: Mixpanel does not just throw out any statistics, but answers quasi questions that you ask. Once selected, the events you are tracking appear in the dashboard.

This has the advantage that you can concentrate on very individual questions. And such individual questions have de facto anyone who wants to know more than the mere number of visitors.

Cost: Mixpanel is available in a – of course – limited free version. This is great for anyone who wants to have a look. The regular and really useful variants start at $ 780 a year. Larger companies negotiate individual prices.

Heap Analytics

Relatively new to the market, Heap Analytics offers similar features as Mixpanel. Heap also tracks the behavior of individual users and allows users to segment by behavior. Heap can also be used to create funnels.

Heap’s automatically collected data allows you to view the data of each event retroactively until the day the heap code is installed.

Cost: Again, there is a free trial version. Heap reveals nothing about all other prices (so-called “custom prices”).


Oribi clearly targets all those who want comparatively fast and clear analyzes. Advanced laymen so – and fewer analysts. For this, the company has built an easy-to-use application. So everything sounds great, but the little catch is still there.

Cost: Oribi can be well – admittedly – very pretty application pay well: Pricing starts at a staggering 300 euros a month. It is undisputed that this price can already be justified. Oribi is only worthy of serious consideration for large companies.

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