Web Analytics Demystified released a study today entitled “The Problem with Free Analytics Tools” (e.g., Google Analytics). The report doesn’t look at the strengths or weaknesses of free analytics tools themselves, but at the support and investment of time or money users of free analytics tools made.
Their overall finding was that:
there appears to be a very strong correlation between a lack of investment [either of money or of time] in web analytics technology and a suboptimal use of this type of technology.
Specifically, they found several things lacking:
- 35% of free tool users reported only “an ad hoc use” of their measurement tools (compared to <20% those using licensed solutions).
- 42% of free tool users’ companies had no dedicated web analytics resources (versus 18% with licensed solutions).