Web analytics tools for a novice marketer, product marketer, and analytics
The network has many articles and reviews of various web analytics systems, but unfortunately, I could not find a compiled table with a description of what to look for for a novice marketer / product specialist. Studying the topic, I systematized the information in the form of a table. Perhaps it will be useful to someone.
The questions that arise, first touched on this topic:
- how and in what form to track site and application metrics
- how hypothesis testing affects these metrics
These questions can be answered using web analytics tools. There are many tools and each solves a specific problem.
I highlighted several services for "beginners" (someone may think differently):
- Yandex.Metrica
- Google analytics
- Amplitude
- Mixpanel
Short summary:
- If you are a “novice” marketer, analyst, product scientist and you have a website for a Russian user, then Yandex.Metrica is suitable for you, as an easy-to-learn tool with a Russian-language interface and more accurate data for users from Russia. I.M is also suitable for more advanced purposes than immersion in the basics. In this service you will also be able to collect a huge amount of information and twist reports as you need.
- If everything that is written above refers to you, with the exception of the country (the site is global), then Google edwards is more likely. The functionality is the same, the interface is a bit more complicated. At the same time, with Ya.M. they cover almost the same needs.
- Amplitude, Mixpanel are tuned for analytics of mobile applications. At the same time, through them you can remove the statue on the sites, too. Services are English-language with a focus on deeper product analytics.
| Yandex.Metrica | Google analytics | Amplitude | Mixpanel | |
|---|---|---|---|---|
| Price | Free | Free, up to 10 million hits per month | Free, up to 10 million hits per month | Free, up to 5 projects, data for 60 days, access to 3 users |
| Ease of use from 1-easy to 5-hard | 2 | 3 | 5 | 5 |
| Russified interface | Yes | Yes | Not | Not |
| On which platforms can metrics be tracked (Web, IOS, Android) | Web, IOS, Android | Web, IOS, Android | Web | Web, IOS, Android |
| What platforms does it work with (site, mobile app) | Site: yes Application: no, only separately through the service appmetrica.yandex.ru | Website: yes Application: yes, the firebase.google.com package is additionally installed | Website: yes Application: yes, the service is focused on mobile applications | Website: yes Application: yes, the service is focused on mobile applications |
| Connection Methods | Site: the script is added to the HTML code of the site page. Simple enough. Application: more complex settings, a separate instruction appmetrica.yandex.ru | Site: the script is added to the HTML code of the site page. Simple enough. Application: more advanced settings with firebase.google.com | Site: the script is added to the HTML code of the site page. Simple enough. Application: more complex settings, the script is inserted into the code. | Site: the script is added to the HTML code of the site page. Simple enough. Application: through a web panel without making changes to the code. Everything is simple. |
| Functionality | ||||
| Site views | Yes | Yes | Yes | Yes |
| Event (tracking actions and user events - clicks and other triggers) | Yes | Yes | Yes | Yes |
| Analysis of a session or visit (tracking actions and events within a single visit to the site) | Yes | Yes | Yes | Yes |
| Number of website visitors | Yes | Yes | Yes | Yes |
| Failures (quality assessment of incoming users) | Yes (denying a visit lasting less than 15 seconds) | Yes (refuses to visit only one page, without performing actions) | Yes | Yes |
| Depth of view (number of page views in one visit) | Yes | Yes | Yes | Yes |
| Setting and monitoring advertising campaign goals | Yes | Yes | Yes | Yes |
| Source of traffic, traffic (where the user came from) | Yes | Yes | Not | Not |
| Conversions | Yes | Yes | Yes | Yes |
| Funnels | Yes | Yes | Yes | Yes |
| The lag between the action on the site and updating the info in the reports | About 10 minutes | From 2 hours to a day | Delay a couple of seconds | Delay a couple of seconds |
| View search queries from the service | Maybe. | Perhaps, but due to encryption, about 80% of requests are not tracked. You also need to bind to the Search Console service. | Not | Not |
| Analysis of popular site pages | Yes | Yes | Yes | Yes |
| Campaign Reporting | Yes, for Yandex.Direct | Yes, for Google Ads | Not | Not |
| Inaccuracy in the analysis of Russian traffic | Less than 5% | 20-40% | No information | No information |
| Webviewer | Yes | Not | Not | Not |