It’s been a rocky start for the newly-free Google Analytics. I guess there are worse things that can happen than to be overwhelmed with demand, but Google was forced to stop accepting new sign-ups and has apologized to customers whose stats have been delayed. Google will straighten it all out soon, they say, but what about the burning question of whether companies using fee-based Web Metrics solutions should switch? I spoke with John Payne, the Manager of IBM’s SurfAid Analytics service, to answer that question.
Payne admitted that he was at first concerned when he learned that Google Analytics is now free, but he quickly realized that this would be great for the Web Metrics business. Some analysts are hailing Google as great for businesses that can’t afford analytics today, but wonder about its features. Payne rattled off a series of features where SurfAid tops Google Analytics, including:
- Data updates. SurfAid updates its database within 30 minutes of collection but Google won’t commit to less than six hours, and “early feedback over the past week indicates that it’s taking upwards of 3-4 days to actually see updates,” Payne asserted.
- Data retention. SurfAid retains data for 13 months and reports forever. “I’ve not been able to find anything on [Google’s] site that speaks to how long they will retain reports,” said Payne.
- Data analysis. SurfAid allows data to be categorized while it’s “not clear that [Google has] a concept of content categorization,” according to Payne. SurfAid offers the ability to perform ad hoc analysis with an unlimited number of goals while Google offers no ad hoc capabilities and four goals per account.
- Data integration. Payne believes that SurfAid “can integrate virtually any set of data that can be linked to a Web transaction” but that Google requires tagging to integrate anything.
- Data interpretation. Google offers no consulting or services to augment their basic offering, while SurfAid provides enhanced support and professional services.
Payne’s analysis obviously focused on his own product, but other vendors could tick off a similar list. Payne’s analysis seemingly puts Google at the low end of Web Metrics packages—a good choice for small businesses on a shoestring budget but not flexible enough for businesses serious about their Web metrics. Time will tell whether Google will try to move up-market and compete with fee-based vendors. In the meantime, SurfAid and other vendors will be explaining their value above what you get for free from Google, and will be hoping to up-sell Google Analytics customers that outgrow what they get for nothing.
