Web analytics can help search marketers track campaigns across multiple online channels. Jeff Campbell lays out both pros and cons you might want to consider before making the move to adopt any one of numerous applications. One benefit includes the ability to get at the data quickly, without waiting for the agency to call and report on the campaign's failure or success.
Campbell writes that some apps limit the type of available data, which creates challenges. "Impressions, ranking, open rates, views, and more are not available in most [Web analytics] tools," he writes. "WA tools only report on on-site interaction -- in other words, what users do AFTER getting to the Web site."