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"If you can’t measure it, you can’t improve it.", which is still valid by Peter Drucker, continues to set the light on today's business world. If you want to grow and develop your business with the right steps, make strategic plans by measuring every area of your business. The same strategic plans come up for websites that make up the digital identity of your business. The digital traces we leave while we are online creating a large data network. Statistics and analysis of this data network help you determine your business goals.

 
At this stage, data such as which pages are visited more on your website, which content your visitors are more interested in, and how long they spend on these pages are very important. Using analysis and statistics tools, you can follow the movements of your visitors and access various reports with the data you get. In this article, we will talk about Google Analytics, one of the most used analysis tools, and alternative analysis tools.

What is Google Analytics? 

Google Analytics is the most preferred and perhaps the best-known statistical tool in the world. It is a free service offered by Google. In its simplest definition, it allows you to monitor the traffic of websites, blogs, and social media channels and presents the obtained data in reports. 

Google Analytics allows you to measure a wide range of traffic about your website visitors and to compare this traffic with certain times. In this way, it can help you make the best decisions in important steps while determining your digital marketing strategies.

 

Google Analytics Features 

 

Within Google Analytics; you can access real-time (instant) reports, visitor locations, the resources accessed to your site, browsing and interactions based on the content on your site, conversion rates of the work done, effective users, data about your advertising work, and many more.  
If mention briefly;

 

• How many people have visited my website?
• How do visitors access my website through which channels?
• Which page do they pay more attention to?
• How does my presence on social media affect website visits?
• How do my visitors turn into customers?
• Are my marketing campaigns benefiting my business? 

You can find answers to like these questions, thanks to Google Analytics. Although this analysis tool has an effective use, there may be those who want to find an alternative. At this stage, we will first examine the analysis tool Yandex Metrica.

What is Yandex Metrica?

Yandex Metrica is a free statistics tool offered by Yandex, which may be one of the best alternatives to competitors. It differs from its competitors with its built-in heat maps and session records, as well as having similar features with Google Analytics.

Yandex Metrica can transfer all the actions of your visitors to the screen touches on the smartphone like watching a video. This tool, which successfully analyzes visitor behavior, can also provide more advanced reporting than Google Analytics. It plays an important role in determining sales strategies, especially with the data it provides for e-commerce sites. 

 

Yandex Metrica Features

 

Within the scope of Yandex Metrica; you can access detailed information such as data traffic, detailed information about your target audience, performance analysis, and e-commerce data analysis, visits, click and scroll maps, and many other data with no limits.

If mention briefly;

• How are the demographic characteristics of my website visitors?
• What source do my visitors come from?
• How long are the page visits?
• Which browser do my visitors use?
• How is my e-commerce conversion data?
• Can I reach my form-filling and order completion goals?

You can reach many comprehensive reports like these, thanks to Yandex Metrica. Scope of this information, let's take a look at the Microsoft Clarity analytics tool.

What is Microsoft Clarity?

 

Microsoft Clarity, released by Microsoft on October 28, 2020; is a professional and free analysis tool that allows you to track various movements and measurements related to your website. It focuses on the visual assessment of User Experience (UX) supported by an The most important feature of Microsoft Clarity is its data visualization. This feature includes clicks, tracking, heat map reports, session logs, and more. This information helps you create a better user experience for your users, improve performance, and increase sales conversion. In addition, in the statement made by the company, it was stated that this tool works privacy-oriented under the GDPR (General Data Protection Regulation).

 

Microsoft Clarity Features

 

Within the scope of Yandex Metrica; You can access unlimited data such as session records, heat and click map data, visitor information, website speed control, visual (video) version of data-based reports, and many more.

If mention briefly;

• What are the characteristics of my website visitors?
• How do my visitors interact with my website?
• How do clicks and scrolls occur on my website?
• How is my data shaped according to filters such as the country, browser, and operating system?
• How can I improve User Experience (UX)?
• How will my website design be better?

Differences of Analysis Tools

 

• With its Webvisor service, Yandex Metrica differs from Google Analytics! With the Webvisor service, which is not available in Google Analytics, the behavior of visitors can be followed in video format. The clicks, mouse movements, page views, form filling actions, and even selection and copying movements of your website visitors can be displayed.
• Another feature that makes Yandex Metrica stand out is the heat map. Thanks to the heat map, the areas that users click on the site are detected. In this way, placing the least sold product in the most clicked areas can increase the sales performance of the product.
• The bounce rate definitions of Google and Yandex are also different. If a visitor opens your page and closes it without going to any other pages, Google records it as a bounce. Yandex defines the bounce rate as the visitor closes the site within 15 seconds after opening it.
• With Google Analytics and Yandex Metrica, you can measure both traffic key performance indicators (sessions, users, bounce rate, etc.) and e-commerce key performance indicators (goals, conversion rate, sales, etc.). In Microsoft Clarity, you can only measure traffic-related key performance indicators. But you can also check session logs and heat maps that present the data as a visual commentary.
• Also, none of these tools is limited by the traffic volumes on the record of your site. So it doesn't matter if you have a website with millions of monthly users or several thousand visitors.

 

As a result, Google Analytics is an ideal analysis tool for those who have a lot of users and want to reach detailed traffic data and reports. With Webvisor and Heat Maps offered by Yandex Metrica, it is possible to get information, especially within the scope of e-commerce, and to reach the data presented in simple and understandable reports. Microsoft Clarity is a more effective tool in the field of User Experience (UX) measurement. It can also be said that Microsoft Analytics and Yandex Metrica tools are tools that complement each other rather than compete for the same functionality.