It is common knowledge that Google Analytics is the most recommended if not the most popular (it probably is, but I don’t have numbers to show) site traffic analysis program on the web. And for most basic and practical purposes it suffices enough for most webmasters and digital marketers. However, there are plenty of paid analytics systems that do rounds of the web, and they are there for a reason. It should be quite obvious for everyone that a premium service provides data that is in depth and comprehensive as compared to a free service.

Now for small time publishers, whose only claim to publishing fame is running a blog (Like me, but I am slightly better, I run 9 blogs :D) this might be of no consequence and advanced services might actually be unwarranted. However, if you happen to run a website that is a business driver and is a platform your business to scale, then a powerful traffic measurement system (TMS) is what you need the most in your online marketing efforts.

The question then becomes how do you judge the power of a TMS?

Perhaps the following 7 points might come handy to that extent:

1. Real Time Updates

One of the biggest hassles with free tracking systems is their lack of concrete real time updates. For revenue driving websites, it is imperative that they have high traffic. Sometimes the traffic is pushed by social bookmarking services, and it often presents an opportunity to convert the visitors into potential clients or subscribers. To do this, it is important that you as a webmaster know that a certain crowd is coming in, and you can make adjustments to your site accordingly.

For instance, add a customized message for them, or just let your web host know that you are expecting traffic surplus so that they arrange to keep your site alive. With the numbers that Digg and these days YahooBuzz show, this is more relevant than ever.

2. Tracking Without Javascript

Now Google Chrome might load JavaScript faster, but IE doesn’t and FF is not as fast as the chrome on that front. The problem is only 1% of the users use chrome, and you have 70% users still on the ancient browser and there are others who use adblock plugins which essentially blocks Javascripts. And therefore it is not a wild guess when we say, that there is a significant amount of people who don’t experience Javascript when they browse.

Most analytics systems are Javascript enabled, so it is important that you choose one which provides an option of tracking even without JS.

3. Depth in User Interaction

While a growing website might not need much of this, because it is growing anyway, understanding points of user interaction and activity becomes important once they reach a plateau. This is so that they can improve conversion metrics through user behaviour.

So you need systems that track every action of the visitor till the point that he moves out of the site. Which are the points he is clicking. What is his first action on the site? What are the first action of most visitors on the site?

This will help analyze questions like- Is this the action I want them to take? Can I make the first action for most visitors simpler and easier? Are they all exiting from a certain place itself? Is that a hole and if it is how can I plug it?

4. Depth in User Demography

This is specially needed for websites that have big advertising revenues (even small for that matter). Understanding the user and his background and his browsing (or her) behaviour will help in conversions for advertisements. In fact, having such detailed data on the user base itself will lead to more advertisers flocking to your site. With behavioural targeting in vogue these days, I am sure sooner or later a lot more analytics programs will begin providing such data as a basic offer than something advanced.

This will also help in knowing what are the most popular resolutions, flash support, javascript support, OS, etc. which also gives knowledge on the user itself with regards to his/her Geekdom so as to say.

5. Accessibility of Information

If real time tracking is important, then so is real time access to information. So you might also need RSS or email updates, maybe mobile compatible versions, or even widgets that can be accessed from your website administrative panel itself. Essentially a product that will make your life easier and more productive.

Accessibility also comes into the picture in terms of sharing data. So if you need to send a report to your upper echelon about the month’s performance, your analytics system should be powerful enough to make it a 5 minute job for you [4 of which goes just in logging into your email :)].

6. Ability to Customize

Now for all the jazz and features one might still need data or access to data that is unique to our demands. Or we might need to track multiple sites at the same point which is true in case of networks. So the system you use to track traffic statistics should be scalable and customizable. This can begin from tracking custom data to having a customized dashboard across the board. You are basically looking at developer API or Ajax enabled dashboards.

7. Powerful Yet Light

You need systems which do not eat up resources or slow your site down. So if you have to compare between two analytics programs one among which offers 15 different features and another which offers just 11, you might still want to go for the latter if it loads your site faster. Nothing should be a compromise when it comes to user experience. Otherwise you might not be left with any traffic to measure at all.

These are what to my mind are the most important points to consider when dealing with an advanced traffic measurement or site performance system. If you are interested in knowing the different systems available for you to use, these two posts might come in handy for you.

Thumbnail Image: Hamed Saber

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