Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites
<div><p>This research compares four standard analytics metrics from Google Analytics with SimilarWeb using one year’s average monthly data for 86 websites from 26 countries and 19 industry verticals. The results show statistically significant differences between the two services for tota...
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| مؤلفون آخرون: | , |
| منشور في: |
2022
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| _version_ | 1864513518561132544 |
|---|---|
| author | Bernard J. Jansen (7434779) |
| author2 | Soon-gyo Jung (7434773) Joni Salminen (7434770) |
| author2_role | author author |
| author_facet | Bernard J. Jansen (7434779) Soon-gyo Jung (7434773) Joni Salminen (7434770) |
| author_role | author |
| dc.creator.none.fl_str_mv | Bernard J. Jansen (7434779) Soon-gyo Jung (7434773) Joni Salminen (7434770) |
| dc.date.none.fl_str_mv | 2022-05-27T03:00:00Z |
| dc.identifier.none.fl_str_mv | 10.1371/journal.pone.0268212 |
| dc.relation.none.fl_str_mv | https://figshare.com/articles/journal_contribution/Measuring_user_interactions_with_websites_A_comparison_of_two_industry_standard_analytics_approaches_using_data_of_86_websites/25672539 |
| dc.rights.none.fl_str_mv | CC BY 4.0 info:eu-repo/semantics/openAccess |
| dc.subject.none.fl_str_mv | Commerce, management, tourism and services Marketing Intelligence Computer software Marketing Statistical data Internet |
| dc.title.none.fl_str_mv | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites |
| dc.type.none.fl_str_mv | Text Journal contribution info:eu-repo/semantics/publishedVersion text contribution to journal |
| description | <div><p>This research compares four standard analytics metrics from Google Analytics with SimilarWeb using one year’s average monthly data for 86 websites from 26 countries and 19 industry verticals. The results show statistically significant differences between the two services for total visits, unique visitors, bounce rates, and average session duration. Using Google Analytics as the baseline, SimilarWeb average values were 19.4% lower for total visits, 38.7% lower for unique visitors, 25.2% higher for bounce rate, and 56.2% higher for session duration. The website rankings between SimilarWeb and Google Analytics for all metrics are significantly correlated, especially for total visits and unique visitors. The accuracy/inaccuracy of the metrics from both services is discussed from the vantage of the data collection methods employed. In the absence of a gold standard, combining the two services is a reasonable approach, with Google Analytics for onsite and SimilarWeb for network metrics. Finally, the differences between SimilarWeb and Google Analytics measures are systematic, so with Google Analytics metrics from a known site, one can reasonably generate the Google Analytics metrics for related sites based on the SimilarWeb values. The implications are that SimilarWeb provides conservative analytics in terms of visits and visitors relative to those of Google Analytics, and both tools can be utilized in a complementary fashion in situations where site analytics is not available for competitive intelligence and benchmarking analysis.</p><p> </p></div><h2>Other Information</h2> <p> Published in: PLOS ONE<br> License: <a href="http://creativecommons.org/licenses/by/4.0/" target="_blank">http://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1371/journal.pone.0268212" target="_blank">https://dx.doi.org/10.1371/journal.pone.0268212</a></p> |
| eu_rights_str_mv | openAccess |
| id | Manara2_5828d4efb8540bb4889eed604a31f51e |
| identifier_str_mv | 10.1371/journal.pone.0268212 |
| network_acronym_str | Manara2 |
| network_name_str | Manara2 |
| oai_identifier_str | oai:figshare.com:article/25672539 |
| publishDate | 2022 |
| repository.mail.fl_str_mv | |
| repository.name.fl_str_mv | |
| repository_id_str | |
| rights_invalid_str_mv | CC BY 4.0 |
| spelling | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websitesBernard J. Jansen (7434779)Soon-gyo Jung (7434773)Joni Salminen (7434770)Commerce, management, tourism and servicesMarketingIntelligenceComputer softwareMarketingStatistical dataInternet<div><p>This research compares four standard analytics metrics from Google Analytics with SimilarWeb using one year’s average monthly data for 86 websites from 26 countries and 19 industry verticals. The results show statistically significant differences between the two services for total visits, unique visitors, bounce rates, and average session duration. Using Google Analytics as the baseline, SimilarWeb average values were 19.4% lower for total visits, 38.7% lower for unique visitors, 25.2% higher for bounce rate, and 56.2% higher for session duration. The website rankings between SimilarWeb and Google Analytics for all metrics are significantly correlated, especially for total visits and unique visitors. The accuracy/inaccuracy of the metrics from both services is discussed from the vantage of the data collection methods employed. In the absence of a gold standard, combining the two services is a reasonable approach, with Google Analytics for onsite and SimilarWeb for network metrics. Finally, the differences between SimilarWeb and Google Analytics measures are systematic, so with Google Analytics metrics from a known site, one can reasonably generate the Google Analytics metrics for related sites based on the SimilarWeb values. The implications are that SimilarWeb provides conservative analytics in terms of visits and visitors relative to those of Google Analytics, and both tools can be utilized in a complementary fashion in situations where site analytics is not available for competitive intelligence and benchmarking analysis.</p><p> </p></div><h2>Other Information</h2> <p> Published in: PLOS ONE<br> License: <a href="http://creativecommons.org/licenses/by/4.0/" target="_blank">http://creativecommons.org/licenses/by/4.0/</a><br>See article on publisher's website: <a href="https://dx.doi.org/10.1371/journal.pone.0268212" target="_blank">https://dx.doi.org/10.1371/journal.pone.0268212</a></p>2022-05-27T03:00:00ZTextJournal contributioninfo:eu-repo/semantics/publishedVersiontextcontribution to journal10.1371/journal.pone.0268212https://figshare.com/articles/journal_contribution/Measuring_user_interactions_with_websites_A_comparison_of_two_industry_standard_analytics_approaches_using_data_of_86_websites/25672539CC BY 4.0info:eu-repo/semantics/openAccessoai:figshare.com:article/256725392022-05-27T03:00:00Z |
| spellingShingle | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites Bernard J. Jansen (7434779) Commerce, management, tourism and services Marketing Intelligence Computer software Marketing Statistical data Internet |
| status_str | publishedVersion |
| title | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites |
| title_full | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites |
| title_fullStr | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites |
| title_full_unstemmed | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites |
| title_short | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites |
| title_sort | Measuring user interactions with websites: A comparison of two industry standard analytics approaches using data of 86 websites |
| topic | Commerce, management, tourism and services Marketing Intelligence Computer software Marketing Statistical data Internet |