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", 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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