Advantages of logfile analysis
The main advantages of logfile analysis over page tagging are as follows.The web server normally already produces logfiles, so the raw data is already available. To collect data via page tagging requires changes to the website.
•The web server reliably records every transaction it makes. Page tagging relies on the visitors' browsers co-operating, which a certain proportion may not do (for example, if JavaScript is disabled).
•The data is on the company's own servers, and is in a standard, rather than a proprietary, format. This makes it easy for a company to switch programs later, use several different programs, and analyze historical data with a new program. Page tagging solutions involve vendor lock-in. •Logfiles contain information on visits from search engine spiders. Although these should not be reported as part of the human activity, it is useful information for search engine optimization.
Advantages of page tagging
The main advantages of page tagging over logfile analysis are as follows.•The JavaScript is automatically run every time the page is loaded. Thus there are fewer worries about caching.
•It is easier to add additional information to the JavaScript, which can then be collected by the remote server. For example, information about the visitors' screen sizes, or the price of the goods they purchased, can be added in this way. With logfile analysis, information not normally collected by the web server can only be recorded by modifying the URL.
•Page tagging can report on events which do not involve a request to the web server, such as interactions within Flash movies, partial form completion, mouse events such as onClick, onMouseOver, onFocus, onBlur etc.
•The page tagging service manages the process of assigning cookies to visitors; with logfile analysis, the server has to be configured to do this. •Page tagging is available to companies who do not have access to their own web servers.
Economic factors
Logfile analysis is almost always performed in-house. Page tagging can be performed in-house, but it is more often provided as a third-party service. The economic difference between these two models can also be a consideration for a company deciding which to purchase.•Logfile analysis typically involves a one-off software purchase; however, some vendors are introducing maximum annual page views with additional costs to process additional information. In addition to commercial offerings, several open-source logfile analysis tools are available free of charge.
•For Logfile analysis you have to store and archive your own data, which often grows very large and quickly. Although the cost of hardware to do this is minimal, the overhead for an IT department can be considerable. For example, if you run out of disk space your database will start over writing and this can often be irreparable.
•For Logfile analysis you need to maintain the software, including updates and security patches.
•Complex page tagging vendors charge a monthly fee based on volume i.e. number of pageviews per month collected. However, some vendors now offer page tagging solutions for free. This includes Google Analytics (2005), Microsoft Analytics (beta 2008) and Yahoo IndexTools (2008).
Which solution is cheaper to implement depends on the amount of technical expertise within the company, the vendor chosen, the amount of activity seen on the web sites, the depth and type of information sought, and the number of distinct web sites needing statistics.
Regardless of the vendor solution or data collection method employed, the cost of web visitor analysis and interpretation should also be included. That is, the cost of turning raw data into actionable information. This can be from the use of third party consultants, the hiring of an experienced web analyst, or the training of a suitable in-house person. A cost-benefit analysis can then be performed. For example, what revenue increase or cost savings can be gained by analysing the web visitor data?
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