Here’s a report you can download as a PDF. The report discusses the risks and gives recommendations for those considering whether to use a free analytics or for-fee analytics tool.
This is not a report written to criticize the value of freely available web analytics tools. Nor was it written to champion the use of any particular for-fee solution. Rather, this report was written to summarize a series of correlations that the authors believe to be relevant and important to any company that is considering making an investment—either of money or of time—in web analytics tools and technology. That being said, there appears to be a very strong correlation between a lack of investment in web analytics technology and a suboptimal use of this type of technology.
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