ROI

Both log file analysis and page tagging have their advantages and disadvantages. Log file analysis is optimal for ready availability of raw statistical data, and page tagging has the advantage of capturing webpage visits that are cached, resulting in more accurate count. More business webmasters are finding that using hybrid approaches to web analytics is the most cost-effective. Log file analysis paired with smaller programs that capture data from e-mail responses, click patterns on a website, and other marketing can result in a picture of website performance that is both broader and more accurate. Hybrid web analytics are particularly attractive to businesses who are seeking to streamline their individual processes in order to save on day-to-day costs.

External companies that specialize in web statistics are now offering services that combine the best of both of these approaches. When traditionally selecting an outsourced web analytics vendor, the company expense can vary widely due to several factors. The main costs to using log file analysis software are storage and maintenance, since many of these software brands need regular security patches. Most third-party consultants also charge a monthly fee for page tagging, due to quick accumulation of page view data. The good news is that when these two approaches are combined, many consultants are now lowering or even eliminating this monthly fee due to the offset from charging for log file storage. This commonly results in savings for a business that chooses a web analytics vendor offering a hybrid method.