Google Shakes Up Web Analytics, Again

 

Google changed the web analytics market forever with the introduction of Google Analytics in 2005 (for a dose of nostalgia check out Brett Crosby’s original blog post).  It was easy to use, delivered as a service, integrated with Google AdWords, and most of all it was FREE! This was revolutionary, and in the beginning it was an exciting way to democratize analytics, giving companies of all sizes access to tools that had traditionally been the domain of large, well funded corporations. It’s no surprise that in terms of sheer adoption, Google Analytics became – and still is – the most popular web analytics tool on Earth, serving hundreds of thousands of businesses.

But then something interesting happened: Google Analytics took on a life of its own. Strictly speaking, Google Analytics was not the leading offering in terms of features and functionality, and Google didn’t even offer direct services or support. So what accounts for its success?

  • Community. Google cultivated a large, active, and cooperative community of users, bolstered by strong online resources and their base of certified partners.
  • Ease of use. Google innovated in usability, making analytics accessible – even appealing – for non-analysts and marketers.
  • Enterprise penetration. Google Analytics gradually found its way into the enterprise as a secondary tool – sometimes by design, sometimes not! – for marketing applications and audit or backup purposes.
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