Top 10: Web Analytics Platforms You Should Know

I was invited to speak at the College Media Association conference in New York City by my good friend Colin Donohue.  The CMA is similar to any other professional media consortium, but focuses exclusively on college and university media organizations.

This year, I was asked to speak about the importance of web analytics platforms.  One of my sessions featured my Top 10 web analytics platforms that I believe everyone should know.

The Top 10 Web Analytics Platforms are in no particular order.  Also, it is important to note that I do not think that you should use all of them.  Instead, you should pick your favorites, and go with it.  But make sure you know a little about all of them.

Screen shot 2012 03 18 at 3.34.48 PM 150x135 Top 10: Web Analytics Platforms You Should Know#1 – Google Analytics

google.com/analytics

Shockingly obvious, yes.  However, the analytics beginner may not fully appreciate the power of this platform since it is ubiquitous to the industry.  This fall, we saw GA release realtime analytics (finally!).  Realtime analysis makes the platform more appealing to “newsroom” style publishers.

Screen shot 2012 03 18 at 3.47.01 PM 150x93 Top 10: Web Analytics Platforms You Should Know#2 – GetClicky

getclicky.com

Still my favorite all around analytics platform.  I’ve used it for years, and it has never let me down.  GetClicky has offered realtime analytics since virtually day one.  The platform has continued to evolve including rich extensions such as an app for iPhone and iPad.  For “newsroom” applications, they have released a big screen mode that basically takes over the full screen of your machine with realtime site traffic.  Also has a robust solution for advertising and marketing tracking with no-fuss reporting.  

Screen shot 2012 03 18 at 3.54.51 PM 150x81 Top 10: Web Analytics Platforms You Should Know#3 – Chartbeat

chartbeat.com

The undisputed leader in realtime traffic analytics.  Since its debut, Chartbeat showed the power of understanding how your content was being consumed at the very moment it is consumed.  With the release of Newsbeat (for newsrooms), Chartbeat positions itself squarely as the homepage of digital news directors everywhere.  No other platform will help you to make data driven changes to your group of lead stories like Chartbeat can.  A must for news, gossip, and “immediacy” focused content publishers.

Screen shot 2012 03 18 at 4.04.06 PM 150x109 Top 10: Web Analytics Platforms You Should Know#4 – Klout

klout.com

Today’s digital ninjas need to go beyond the data provided by their owned and operated domains.  Understanding you and your brands social influence is critical for successful digital professionals.  Klout will help you understand, track, and grow your digital influence in any number of categories.  Anyone with a Twitter, Facebook, LinkedIn, or Four Square account has a Klout Score.  At the time of this posting, mine is a healthy 48 (of 100). One of the most impressive social media products launched to date.

Screen shot 2012 03 18 at 4.10.34 PM 150x144 Top 10: Web Analytics Platforms You Should Know#5 – Quantcast

quantcast.com

In keeping with the natural evolution of digital data geeks everywhere, you want to know how your site ranks compared to its peers.  Quantcast acts as one of the Internet’s premier “freemium” ratings and ranking services.  All sites with statistically significant traffic find their way into the Quantcast database.  Proactive webmasters can place a free Quantcast script on their site to allow direct measurement.  In addition to tracking and publicly reporting your site’s overall reach, Quantcast breaks your traffic down demographically and geographically.  Publishers can quickly and easily see what mix of gender, race, incomes, and education levels visit their sites.  And so can potential advertisers.

Screen shot 2012 03 18 at 4.19.52 PM 150x122 Top 10: Web Analytics Platforms You Should Know#6 – Compete

Compete.com

At its core, Compete is similar to Quantcast in its tracking and audience aggregation methodology.  However, it focuses more on being a resource for advertisers to looking to target specific audiences with their ads.  Compete offers a suite of advertising planning tools to its customers that help evaluate overall campaign efficiency.  The focus is no surprise since it is owned by Kantar Media, the data geek nerve center for worldwide advertising conglomerate WPP.  Both Quantcast and Compete are important reference points for publishers because these are the tools that your advertisers (aka the ones keeping the lights on) use to evaluate your site.

Screen shot 2012 03 18 at 4.26.16 PM 150x135 Top 10: Web Analytics Platforms You Should Know#7 – Sitemeter

Sitemeter.com

Ahhh Sitemeter.  Ohh how those of us that have been in the industry since the dawn of blogging love you.  You were there for us when there was nothing else [free] available.  Sitemeter is one of the older free analytics services.  It offers a standard but thorough analytics dashboard that provides everything the startup publisher would ever need.  They also aggregate and rank publishers that use the service.  Your Sitemeter ranking used to be something that bloggers bragged about.  Those were the days…

Screen shot 2012 03 18 at 4.31.47 PM 150x119 Top 10: Web Analytics Platforms You Should Know#8 – Sprout Social

sproutsocial.com

As mentioned earlier, social media now finds its home in the wheelhouse of every serious publisher.  When publishing content, you must now understand how to market it in the social graph, and analyze what comes back.  In addition to providing a truly comprehensive suite of social publishing tools, Sprout Social also analyzes every aspect of every tweet and status update.  Keep track of every new follower, every retweet, and Facebook share with Sprout.  You’ll quickly be able to track what content you publish gets shared the most.  Before long, you’ll be a viral publishing machine.

Screen shot 2012 03 18 at 4.40.37 PM 150x81 Top 10: Web Analytics Platforms You Should Know#9 – SEO Moz

SEOMoz.org

Arguably the best one-stop-shop for every SEO tool you could ever need.  In addition to understanding visitor site traffic and social media, great publishers understand how the Google overlords view their content.  Publishing great content is the most important thing you will ever do in this game.  Sadly, that does not always bring the eyeballs.  SEO Moz will give you actionable advice on how to structure your site overall as well as analyze the Google-mojo of every content post.

Screen shot 2012 03 18 at 4.47.55 PM 150x117 Top 10: Web Analytics Platforms You Should Know#10 – comScore

comscore.com

It is with mixed emotions that we place comScore on this list.  For most publishers, comScore will never factor into their day-to-day activities directly.  However, it will be the bane of your career every time your advertising sales managers come down to your office to discuss this month’s comScore ranking.  comScore is the default advertising rating service that the vast majority of online marketers utilize.  With billions of dollars being spent advertising online, the industry needs a common set of benchmark evaluations.  comScore will rank your site’s traffic, reach, page views, and demographic makeup in order to provide a rating”.  Your site’s comScore profile will often mean the difference between gaining or losing advertisers.  Again, it will not factor into the day-to-day activities of publishing your content.  However, a positive comScore story can mean serious revenue wins.

That’s not all…

There are dozens of other great services that did not make this list.  By no means would I consider this list to mean anything other a grouping of services I have grown to respect, and in some cases, cannot live without.

If you feel I’ve made an egregious mistake by leaving a certain platform off of this list, please post it in the comments below.  Let’s start a discussion!

About Travis Lusk

Since early 2000, Travis Lusk has been involved in publishing content online. Currently, he is an influential leader in online video advertising, brand marketing, and content publishing. I addition to publishing here on BlogCraving, Travis works for a national leader the online video advertising platform space. A self professed web geek, you'll often find him combing the web on his iPad or blogging away on his Macbook. Follow on Twitter @travislusk or on Facebook. Also, check out his photography on SmugMug.

Comments

  1. Thanks for the list. I will try getclicky. BTW what do all these analytics sites offer that Google analytics doesn’t offer?

    • Hey Lublina,

      Well first, not all of these are website analytics platforms in the “first party” sense. For example, Compete, SEO Moz, and Quantcast are not going to give you page level stats in the traditional sense.

      Some folks just like GetClicky because it is NOT Google (the “evil” monster).

      In one way or another, you can extract all of the same kinds of data out of most of these platforms. It is just how well the UI works for you and your workflow.

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