Comprehensive Review of Web Analytics Tools for a Barber Shop Business

This report provides a review of three key web analytics tools: Google Analytics, AW Stats, and Clicky, evaluating their strengths and weaknesses, and their utility in assessing the growth and success of a barber shop's online presence. The report details how Google Analytics offers insights into website traffic from Google searches, while Clicky enables real-time monitoring of user engagement. AW Stats is presented as a comprehensive tool for analyzing website traffic. The report further discusses the pros and cons of each tool, including privacy concerns with Google Analytics, technical expertise needed for AW Stats, and occasional speed and export limitations with Clicky. Key Performance Indicators (KPIs) for evaluating the barber shop's success using these tools are also highlighted, such as traffic development, user return rates, bounce rates, page views, and unique visitors. Ultimately, the report underscores the value of these web analytics tools in evaluating and enhancing a company's online performance.

Running head: REVIEW OF WEB ANALYTICS
Review of Web Analytics
Name of the Student
Name of the University
Author Note

1REVIEW OF WEB ANALYTICS
The use of web analytics has become very common for monitoring the progress of a
business today (Belair-Gagnon: 492). This assignment reviews three important web analytic
tools, namely, Google Analytics, AW Stats and Clicky to determine their pros and cons, and also
to determine how useful these analytical tools can be for evaluating the growth, and development
and success of a barber’s business.
Google Analytics is one of the most used of web analytical platforms and it informs a
business how often the website of the business has been viewed on a single day via the search
engine Google. This is an analytical tool which provides business owners with an idea of how
many people searched for that business or searched with keywords that are relevant to the
business and its operations, on Google, how many people came across the site on Google and
how many people actually ended up viewing that site (Nattestad and Michael: 3021). Clicky is
yet another remarkable web analytical tool that allows business owners to monitor in real
time, how people online are reacting to the website or blog of business. It helps a business
to monitor and to evaluate the website traffic for a business in real time. AW Stats is an
analytical tool that functions in much the same way that the other two analytical tools are seen to
do, and provides users with detailed reports of website traffic for a particular business website.
AW Stats is quite beneficial in terms of use as it provides users with a detailed analysis of
how the website for their business is being received online, how many people are visiting
the website in a day on an average etc. It is an open source analytical tool and is hugely
preferred for use by enterprises around the world (Saura: 76).
A major con that comes with the use of Google Analytics is that there are issues
pertaining to privacy and there are restrictions on the number of hits a website can have. With
regard to AW Stats, a lot of technical knowledge is needed to interpret and understand the

2REVIEW OF WEB ANALYTICS
detailed reports produced by this tool. With respect to Clicky, some of the cons associated with
its use are occasional speed issues and export file limitations.
Some of the key performance indicators that can be considered for determining the
success of the barber shop, when using an analytical tool like Google Analytics, is to see how
and when traffic for the website is developed, to see how often it is that users are returning to the
company website and to use the bounce rate of the Google Analytics tool to determine whether
the requirements of the customers are being duly met or not. Some of the preliminary KPI’s
associated with the use of AW Stats that can be availed by the barber shop to evaluate its growth
and progress online, are visits, that is, the duration for which people browse the company
website, pages, that is, the pages of the barber shop website that happen to be the most viewed
and unique visitors for the website, as and when they are seen to arrive. A few of the KPIs that
can be considered when using a web analytical tool like Clicky, are average individual visitor
actions, total time spent on the website and bounce rate (Hanusch: 1571).
Thus, all the web analytical tools mentioned above are quite useful and effective when
evaluating the success or expansion of a company’s website online, in this case, the website of a
barber shop.

3REVIEW OF WEB ANALYTICS
References
Belair-Gagnon, Valerie, and Avery E. Holton. "Boundary work, interloper media, and analytics
in newsrooms: An analysis of the roles of web analytics companies in news
production." Digital Journalism 6.4 (2018): 492-508.
Hanusch, Folker. "Web analytics and the functional differentiation of journalism cultures:
Individual, organizational and platform-specific influences on newswork." Information,
Communication & Society 20.10 (2017): 1571-1586.
Nattestad, Maria, and Michael C. Schatz. "Assemblytics: a web analytics tool for the detection of
variants from an assembly." Bioinformatics 32.19 (2016): 3021-3023
Saura, José Ramón, Pedro Palos-Sánchez, and Luis Manuel Cerdá Suárez. "Understanding the
digital marketing environment with KPIs and web analytics." Future Internet 9.4 (2017):
76