nPresence Resources - Web Traffic Analysis Methods Compared

As part of your site’s evaluation, you must know how much traffic your site gets. This is essential for you to gauge r which part of the site gets more traffic and which do not. This way, you will be able to improve your site’s traffic. To do this, what you need is an effective method to help you analyze your web traffic.

Definition of the Methods

There are three known methods in web traffic analysis: Server Logs, Browser Analysis and Panel Surveys. The Server Logs is one way of analyzing your site’s traffic. They contain all the files requested from the web server. Browser Analysis is another method used to gauge your site’s traffic. In this method, the “Tag” or the “Web Bug” is placed on every page of the website and is designed to run in the visitor’s browser every time a certain page is requested. Panel Surveys, on the other hand, is conducted by research companies. The method utilizes volunteers as representatives of the Internet users. In each of the representative’s computers are tracking devices that will record all the pages opened and browsed.

Traffic Analysis Methods Compared

These methods have their own set of advantages and disadvantages. The table below presents these good and bad points of the mentioned web traffic analysis methods.

Advantages

Server Logs	Browser Analysis	Panel Surveys
In this method, the web site has a complete control of its data since it owns the log files.	Tagging Analysis is outsourced. Outsourced solution ensures that the system will be put in place easily and effectively since they will be done by experts.	In Panel Surveys, there is one criteria used for all sites. There is no need for mere assumptions in the analysis process.
The server log records every single request made on the server. Thus, this is a good source of data for traffic analysis.	In Browser Analysis, you can get other relevant information about the user – possibly the location of your visitor through the time zone setting of the user’s clock.	The data that will be generated is accurate. The tracking device set on each computer will record every single internet activity. The data includes all requests made, all downloaded and uploaded information, and even the duration of each page views.
Good method in assessing the load on the server. This is because the web server logs the volume of all the data transferred.	The tagging system used in this method can be extended to other web pages.	Enables you to get accurate demographic data that are useful in tracking the reach of each site.

Disadvantages

Server Logs	Browser Analysis	Panel Surveys
Log File analysis will have to separate the real traffic figures from those unsuccessful requests and robots-initiated requests.	There will no privacy on the part of the users as all their internet activity will be recorded.	It is a fact that not all your site’s visitors will have the same usage patters. This means that your representative will most likely differ from your other visitors.
The data can be incomplete. This is due to the fact that the web server log files shows records of server requests only.	Outsourcing can be costly. Getting experts on browser analysis can be a burden financially.	Since the samples or the volunteers know that they are being monitored, they might just change their internet browsing habits.
Web servers can record IP addresses of the users; however, some ISPs or company proxy servers can designate a single IP address for many users.	In this method, every item needs to be tagged. And tagging adds weight to the page.	There could be some errors on the sampling process.

The next time you wonder about your site’s traffic, consider utilizing any of these methods mentioned here. Knowing their advantages and disadvantages will give you considerable insights as to what method will work best for your site.

Web Traffic Analysis Methods Compared

Definition of the Methods

Traffic Analysis Methods Compared

Advantages

Disadvantages

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