Website Analytics Tools – Beyond Google Analytics

Let’s start by saying that Google Analytics is a great, completely free, website analytics tool. Praise be to Google for giving it to us.
Let’s continue by saying that, as good as it is, it may not be enough!
So, first of all let’s see what it is good at:

  • Tracking how many visitors your website gets
  • Identifying where those visitors come from, i.e. as a result of following a link on another website or in an email
  • Providing a geographical breakdown of your audience, where are your pages most appreciated?
  • Highlighting which keywords bring visitors to your website, and which don’t
  • Pinpointing which pages get the most visits and which ones your visitors spend the most time on
  • Providing a breakdown of the types of device used by your visitors, e.g. mobile, desktop, tablets

All of the above is good, but there are problems.
Firstly, Google actually only shows you a part of your data – much of it is removed under the spurious pretext of protecting users privacy. Secondly, and this is the big one for me as an Internet Marketer, you can only see your own data, not that of your competitors and, to be honest, knowing your own numbers is largely pointless if you do not know how those numbers compare with those of your competitors.

So, lets say you get 10,000 visitors a month, Great! But why aren’t you getting as much business as you might expect? The answer, (possibly), is that your competitors are getting 150,000 visits per month, or more, so your 10,000, whilst it may sound like a lot, is small by comparison to the average for your competitive landscape.

What then can the business owner, or website proprietor, do to overcome these problems? The suppression of your own data by Google is difficult to combat because they are too big to be persuaded by arguments of fairness or entitlement – they employ an army of lawyers to protect their interests and you would simply be banging your head against a very painful wall.

The data, your data, will stay suppressed until they decide otherwise and, since it is in their interests to keep control over what you can and cannot see, it is unlikely to change anytime soon.

There are, however, alternatives to Google Analytics that fill in some of the gaps outlined above, including their own Analytics 360, previously known as Premium but the cost of that solution will place it out of reach of all but the largest or wealthiest of companies.

Below you will see some of the alternatives that we have reviewed or assessed and, as ever, there are more to come. The most important thing is to be realistic about what you need analytics for and to accept that in order to get what you want you may need to invest both time and money.

SimilarWeb Browser Extension

The SimilarWeb "SimilarSites" Chrome Extension can help you to find sites that are similar to the one you are looking at in your browser.Great for finding those websites which are competing with you for online traffic or for finding alternative suppliers of products...

Crayon – Competitor Analysis & Intelligence

Crayon is a competitor analysis platform offering some powerful competitive analysis tools with which to examine your competitor's activities online. It's powerful, has lots of features and I was quite excited to find it because, when you consider just how important...

SE Ranking – Affordable SEO Tools Platform

SE Ranking is a full-featured SEO tools platform that is offered at several user levels, and at very reasonable monthly rates. A combination which will make it accessible and affordable for even the smallest SEO operator or agency as well as for in-house use by small...

Adbeat – Competitive Ad Analysis

Adbeat is a market leading competitive ad analysis platform. It enables you to instantly uncover any advertiser's online strategy. It is a very valuable facility to have at your disposal, the ability to see your competitors ads, learn what's working for them and to...

SERPed – All In One SEO Tools Platform

SERPed is one of the most comprehensive SEO & digital Marketing platforms out there with over 40 tools to help with SEO, Backlink Management, Keyword Research and a lot more. As you can see from the screenshot above, the SERPed range of SEO tools covers most of...

Alexa – Web Analytics With The Power Of Amazon

Alexa has been around for a while and is well-known for its web traffic and analytics platform that enables digital marketers to find useful data about their own site, or their competitors site and how they are performing.When you are putting together your digital...

Inspyder – SEO Tools

Canadian software company Inspyder sell their suite of SEO tools in bundles for a one-off payment - no monthly fees to worry about. For many, this will be the ideal solution as you can choose the modules you need to help you with your digital marketing strategy and...

SEOprofiler – Full-featured SEO Tools & Services

SEOprofiler is a suite of SEO and PPC optimisation tools designed for the smaller organisation and representing very good value for money, especially at the entry level price point. All the usual suspects are there, Keyword Rank Tracking, Site Audit, Website...

iSpionage – PPC Competitor Analysis

iSpionage is a suite of ppc competitor analysis research, monitoring and analytics tools for use with Google AdWords. "Steal Your Competitors' Traffic & Uncover Their Conversion Strategy," that's the opening statement on iSpionage's ppc competitor analysis website...

AgencyAnalytics – Analytics For Digital Marketing Agencies

Agency Analytics is an all-in-one reporting platform specifically designed for Agencies. That doesn't mean it wouldn't be useful for an in-house marketing team but many of its features are geared up for the kind of use that a small agency would have for it. The...

Kompyte – Competitor Analysis

Kompyte is a set of online tools designed, primarily, to help you to analyse your competitors marketing activities.We are planning a full Kompyte review in the near future but as they offer a free trial it is worth you taking a look before that.I was keen to take a...

Cyfe – SEO, PPC & Social Media Analytics Dashboard Creator

Cyfe is an easy-to-use dashboard creator that can pull data in from multiple sources and display it in a format that suits the needs of the user. If you need to keep an eye on your digital marketing strategy without suffering from information overload, Cyfe could be...

Raven Tools SEO – Versatile Digital Marketing Resources

Raven SEO Tools - Versatile Digital Marketing Resources This is not the first time I've reviewed Raven Tools. Last time I did so it was during a prolonged trial that I was carrying out of several services which were competing for budgets of the serious SEO operator....

Compete – Advanced Web Analytics

Compete is well respected and highly thought of by many professional digital marketers that I know but, if it wasn't for that knowledge I wouldn't give it a second look - and that's a shame. Anyone who knows me knows that I have an instant aversion to sites that do...

SpyFu – PPC & SEO Competitor Analysis

SpyFu is one of the leading competitor research tools on the market and it is very well respected in the industry. I first became aware of SpyFu several years ago when working in a largely ppc environment and it has been something I have gone back to from time to time...

SimilarWeb – Web Analytics & Competitor Analysis

SimilarWeb is a breath of fresh air to digital marketers. Enter the URL of a website you want to investigate and at a glance you will see a wealth of information that you might have thought to be only available to the website owners. SimilarWeb scores points on so...

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