Four Low-Cost Web Site Analytics ServicesFour Low-Cost Web Site Analytics Services

While most site owners understand the importance of using analytics software to measure site traffic, some Web surfers don't see it that way -- and neither does some anti-spyware software.

Last year, Omniture, which produces a leading Web analytics package, earned some rather dubious media coverage when it was revealed that its software left cookies called "2o7.net" on the machines of the unsuspecting. Most analytics software apps leave cookies behind in order to track their visitors; however, many people are irritated by the use of cookies at all, and feel that their usage is a violation of privacy.

Omniture took its lumps on this, in large part due to the obscure name of the cookie, which made it seem that the software vendor had something to hide. To compound matters, the 207.net domain led nowhere. (That's since been changed and the URL now leads to a page that explains what the 2o7.net cookie is and how users can opt out of the process.)

Many experts feel that the whole "cookie hype" has largely been due to media coverage. "Cookies are the lowest concern of any of type of spyware," says Joe Telafici, director of operations for McAfee Avert Labs. "The concern is that someone could build a profile of you. Is that well founded? I haven't heard of anything," says Telafici. "It's probably unlikely to affect single site owners. You still will likely get all the information you need."

The controversy resulted in some spyware sweepers picking up these types of cookies -- and, as a result, it's probable that a lot of users deleted them. So if the cookies are dumped, how useful are the analytics products? Not very.

As a result, when shopping for Web analytics software, it may be worthwhile to ensure that visitors to your site understand the business purpose of the company that is providing the application, says Michael Stebbins, vice president of marketing at ClickTracks, a Web analytics software vendor. "ClickTracks' purpose is to sell licenses of Web analytics tools, software and services," says Stebbins. "We are not selling advertising. We are not interested in collecting personally identifiable information...With the information we do collect, [ClickTrack's clients] can make marketing decisions. Any smart marketing decision is based on aggregate behavior, not individual behavior." So, you might wonder, why all the hoopla? "Cookies were one of the earliest forms of online tracking available," says McAfee's Telafici. "There was a lot of controversy when they first came out. Privacy advocates worry about businesses having the ability to know about you. Some people would just prefer to remain anonymous."

So if you're using an analytics package, you may want to dedicate a page to explaining exactly what you're doing for those users who may be reluctant to permit cookies on their systems. The extra bit of explanation may lead to more accurate statistics. — Jennifer Bosavage