By far, the most popular analytics platform on the market is Google Analytics. It’s easy enough for beginners, but packed with sophisticated tools for pros.
The biggest problem with Google Analytics is the fact that it can be setup wrong. If you have subdomains, all of your root traffic could merge (among other problems) and many people would have no idea. If you have infinite scrolling websites, you could have it setup wrong and not understand behavior. If you hard code your websites, you can easily leave it off key pages. If you aren’t paying attention, Google Analytics can easily be setup wrong.
There have been advances for GA with a nice alert system, integrations with Google Webmaster Tools, and advanced functionalty that’s added with Google Tag Manager. For most users, it’s becoming too complicated to setup an advanced analytics system, and ensure that it’s actually setup properly.
Server-side analytics – or analytics built directly into CMS – is essential for serious digital organizations that live and die based on the data from their website. For folks that use WordPress, there have been some plugins like Yoast that do a decent job, but they still fall short for complicated analytics setups.
What if there was a marriage between Google Domains/Hosting + Google Analytics?
Finally, an analytics system could be built into the root hosting product, and the analytics setup could be infinitely more scalable, customizable, and built into the core of the digital business.
At this point, Google Domains and their hosting solutions are interesting, they are competitively priced, but it’s still just like Google Wave – an interesting product but half-baked into the Google ecosystem.
Whether it’s Google, or another one of the big web host or analytics platforms — the first company to integrate Google Analytics into their webhosting solutions, and make it easy to properly setup and maintain an advanced Google Analytics setup, with benefits from the serverside integration that focus on a consistent deployment, will help small businesses and digital enterprises take a big step forward towards more data-driven decisions.