We’ve been advocating the use of Google Analytics for some time now. Primarily because it’s free, readily accessible to everyone, and as such can be used as a control to accurately benchmark different websites. Your website may have an inbuilt web statistics tool (something that tells you how many people have visited your site, when, how often, from where etc…), but I can almost guarantee that it will use different measurements to record your site activity to someone else’s webstats.
So as we’ve been testing out our digital benchmarking project on a few willing guinea pigs, it’s been much easier to gather data from each site through GA. And it has much more capability than most webstats plug ins, certainly more than the one that our website has. And in today’s newsletter from our very own web developers, they’re reccomending GA and providing a few tips on how to use it to produce measurable results which you can read here. I think they’re doing the right thing in taking this angle rather than trying to improve their own web stats tool. Especially as Google was today announced as the first brand to cross the $100 billion value mark. Scary, but let’s reap the rewards!