• Search Engine Journal , Monday, October 1, 2007 1 PM

Associate editor Eric Lander argues that despite its easy-to-use interface and cheap (read: FREE) price tag, serious search pros need to go beyond Google Analytics for a real view of their site's traffic, conversions and other analytics info.

He lists three main reasons why Google Analytics' page-tagging technology offers Webmasters a limited view of a site's performance -- including its inability to track spider or crawler activity, its lack of log-supported info like IP addresses and referral strings, as well as the inability to take the reports and data it supplies offline. While Lander isn't saying scrap GA altogether, he does make a case for supplementing the program with other analytics tools.

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