Hardly a marketing professional will not know it: Google Analytics. The web-tracking tool from the Alphabet Tech corporation is one of the most important and widely used performance marketing applications worldwide. Undoubtedly, the Google application brings many advantages: intuitive operation, easy access to a large amount of user data and a comprehensive, free basic version are just a few of the advantages that speak for the classic of tracking tools. Google Analytics is by no means out of competition. Robert Franzke, Head of SEA at the agency cormes, presents five major alternatives to Google Analytics and their individual benefits.
Etracker – the e-commerce professional
Etracker is a very product-driven analysis tool and therefore perfect for analysis in e-commerce. Here, marketing experts get good and quick insights on which products, for example, land quickly in the shopping cart, which product groups or categories run best and how long it takes to complete the purchase. The user hike is also easy to see. Visitors can be filtered according to different criteria, such as origin, language or device type. Even assortment analyzes can be created in no time at all. Since the company is based in Germany, the high standards of data protection are a special plus point.
Econda – especially strong in personalization
In contrast to the other analysis tools, Econda focuses on personalization and offers many opportunities for optimization, especially in the field of e-commerce. For example, if you want to look deeper into the numbers, the Centricity feature promises to be more than just averages. Here, the individual page visitor is the focus and individual patterns of behavior can be filtered out. The definition of different customer segments is possible with Econda quickly and easily. The Shop Monitor also lets you create social media, buying process and click path analyzes. Particularly suitable is the use of Econda in addition to large online shops for all solutions that are based on cross-selling and offer a wider range of products.
Matomo – focus on privacy
Matomo stands out among the web tracking tools especially for its high privacy standards. The special feature here is that Matomo can be completely hosted on its own servers. This is possible because the application is based on PHP and can rely on its own MySQL database. The source code for this application is open source and therefore freely available for use. This means that the tool must first be installed independently. Especially when dealing with sensitive data Matomo is a good choice thanks to the good data protection. Users of Matomo are organized like communities – there is a lively exchange and mutual support is in the foreground. Another advantage is the handling of large data sets. While other tools need to downsize, Matomo is optimized for the analysis of large amounts of data.
Webtrekk – a good choice for cross-channel analysis
One of the big enterprise solutions is Webtrekk. Especially with this tool, it not only includes the classic data of websites in its analysis, but also, for example, the outreach of TV spots analyzed. Functions such as split-testing can be combined with others. Especially recommended is the use of Webtrekk in cross-channel campaigns, since different channels such as TV are evaluated in great detail here. Thus, this tool provides an overview of offline and online activities alike. A downer is the fact that there is no free version here so far. In return, Webtrekk has very good support and experience, making the application’s usability and scale comparable to other enterprise solutions, such as the Adobe Marketing Cloud.
Hotjar – look over the users’ shoulders
Above all, Hotjar is an important supplement to Google Analytics or other webtracking solutions, if not only the goals of a user are to be analyzed, but also his behavior on the page. The tool is more navigation-driven and uses heatmaps to detect how users move on one page. Mouse movements, clicks and scrolling behavior can be easily analyzed and evaluated. With the function Recordings, it is possible to look over the user’s shoulder as he operates individual elements on the page. If users find their way around a page badly or if the bounce rates are high, then Hotjar can provide information if a button is difficult to see or if the architecture of the page is deficient.
Conclusion: Google Analytics is not the only powerful player
No question: Google Analytics is far from the only way to keep track of user behavior and the KPIs of its own website. Each alternative brings with it specific advantages and disadvantages. Marketers are therefore first faced with the question of which numbers should be tracked to what extent and what requirements the company places on the tool. Switching to a new application is always costly and time consuming, but especially when a company has specific requirements, changing or implementing an additional control tool can pay off.
More on the subject: How to: Analyze, track, evaluate
Robert Franzke is Head of SEA at cormes GmbH. Together with Florian Kiel, Head of Performance, he leads the consulting of the online marketing agency. His focus is on search engine advertising and web analytics.