The use of web analytics to evaluate a website’s performance has been highlighted as inadequate if it is not used in conjunction with other techniques.

Co-founder of Highland Business Research Vicky Brock noted that, although web analytics is effective at collecting clickstream data, it "cannot accurately judge satisfaction", m-Travel.com reports.

She recommended that website marketing services consider using a wider toolset in order to gain a greater understanding of consumer feelings, although she went on to add that investing in someone to "generate analysis" would also be beneficial.

Ms Brock suggested that, for every £1 spent on analytics devices, £9 should be directed towards the people using them.

"You can get more actionable insight from a basic tool used by a great analyst," she said.

The Google Analytics product was recently applauded by Ran Nir of Econsultancy, who stated that short-term improvements in the monitoring search engine optimisation practices can be seen easier and more efficiently.

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