Free Analytics tools, what could be the consequences of such a choice?


Walking on the beach of Bergen aan Zee, North of HollandI met today with Google’s recently appointed country manager for Belgium, Erik Portier. We had a good discussion and it was a pleasure to meet in order to discuss our position as Google Analytics Authorised Consultants (GAAC). I was just a bit sad we couldn’t be of more assistance to help him promote his chair with 3 legs, as he calls it, SEO+GA+AdWords=how Google Belgium can be of service.
On top of that, his interest goes out to “Geo products”, Google Maps and Earth.
Thank you for your time, Erik, it was a pleasure.

In the mean time, another Eric on the other side of the ocean published an interesting free report entitled “The Problem with Free Analytics – July 2007“, which is now available for download. I read the report some days ago while we were spending some fabelous days in the Sarthe region in France and basically agree with Eric about his conclusions. You can read more about his opinion and reflections on his blog.

The coincidence of events is interesting as we also discussed with Erik (that’s the one based in Belgium) about how we could help each other, by collaborating on client needs and support. We’ve seen a recent increase in interest from companies using free tools in order to get the most out the data collected. Indeed, without human resources, any tool won’t miraculously spit out insights. And being an Authorized Google Analytics Consultant, we’re happy to help. I would actually encourage you to contact Julien and Mehdi if you have any questions and please, challenge them! Even though I’m also GA Certified, I must admit I haven’t really stumbled upon a question I couldn’t answer and am happy to help spread the usage of such a great tool.
I’m convinced there’s still lots to learn ad share in order to make online communication more efficient.

As a KPI for Google Analytics, following this report and the discussion with both Ericks, I would suggest a view upon the number of Goals set by profile… if I may humbly suggest…
I wonder if the average would be closer to 0 or to 4, and if it’s moving up or not, taking into account the number of profiles created, of course. It would, for us as a GAAC, at least show wether we are doing our job well or if, compared to other countries, we might need to continue providing human resources in order to get more out of the tool and help companies set-up the processes required to assure success in their Web Analytics project.

My 5 euro cents before heading off to Amsterdam. Thoughts are welcome, please don’t hesitate.
Kind regards,


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