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:


  1. 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.
  2. 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.
  3. 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

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