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Free or Cheap Tools for Learning Web Analytics

If you want to be successful, either as a journalist or a digital manager, you better understand how web analytics works. Avinash Kaushik, Google evangelist and author of two best-selling books on the subject, says that in order to get conversant in the field you should include experimenting with free or cheap tools to master the concepts in a practical setting.

If you want to be successful, either as a journalist or a digital manager, you’d better understand how web analytics work. Avinash Kaushik, Google evangelist and author of two best-selling books on the subject, says that in order to get conversant in the field, you should try experimenting with free or cheap tools while mastering the concepts in a practical setting. These tools, and Kaushik’s books, are a good start.

Below are his recommendations. My recommendation? Start with the free Google tools and grow from there:

Clickstream

  • Google Analytics
  • Cloud-hosted Piwik
  • Firebase (for mobile apps)

Multiple Outcomes

  • Google Surveys (combined with Goals in Google Analytics)
  • Qualaroo

Experimentation

  • Google Optimize
  • Visual Website Optimizer

Voice of Customer

  • UserTesting
  • Usability Hub

Competitive Intelligence

  • Google AdWords Keyword Planner
  • SimilarWeb

Filed Under: Digital Journalism, Digital Management

Charlie Rogers Charlie Rogers

Chief content officer, editor-in-chief, managing editor, launch manager, and product strategist on dozens of digital ventures, for companies including NBC, Conde Nast, Time Warner, Martha Stewart and Random House.
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