Urchin 5.5 - Web Analytics Product Review

Urchin's Web analytics software is outstanding and extremely useful for analyzing a Web site's traffic patterns. However, there are a few items that can be improved or changed in order to make it easier to use and more valuable. Namely, the ability to use a dual wan connection (two Internet connections from two different ISPs over a load balanced router) without being kicked off for security reasons, the ability to track impressions of other campaigns including email or banner ads and not just Google AdWords and Overture campaigns, and to implement funnel based goal analysis metrics into the campaign tracking module would all be wonderful additions to Urchin's Web Analytics software.

The first difficulty I have while at work is that Urchin keeps on logging me out with the message "Session Error - Sorry, the IP address you are currently using does not match the one used at the initiation of the session. Please log-in again." This is partially my fault because I have a dual wan router that loads balances two different Internet connections. So my IP is constantly changing between the two IP addresses and if I click somewhere and my IP changes, Urchin boots me. I can set my router to just assign me one ISP connection but I rather not do that. I rather see Urchin add a preference to the configuration section of the system to set whether I want this security feature on or off. I should say that they do have solutions for this. If applicable, you can give a client a URL that they can access and the system won't log them out. There is nothing really easy to do to override this security feature.

The second difficulty came up when I wanted to test out the Content (A/B) Testing section of the Campaign Tracking Module. I sent out an email advertisement and wanted to not only track clicks and conversions based on those clicks but I also wanted to track impressions (views of the ads). I have submitted the request to Urchin and they said that you can currently import this data for Google, AdWords and Overture but they have not yet built in a mechanism to track this with any other campaign. They said it is a fault in the specification and that they are currently working on adding this feature. What we can expect is the ability to add a one by one transparent gif to the graphic ad and Urchin will see how many times that graphic is called and use that number for impressions. It can then provide other statistics such as CTR, or click through rates and more.

The final feature request would be something I call "Goal Based Funnel Analysis". I have decided to allocate a single section to this concept, so please read on.

Goal Based Funnel Analysis is an extension of the current goal based analysis but adds another dimension to it. The ability to add multiple goals, which can currently be done by adding pipes (|) between the reporting setup, within the configuration section, would be a great improvement. It would allow you to track the linear or funnel flow of goal completion throughout your site. I think it would be even greater if somehow Urchin can specify the goals in priority order through the "funnel" and display it graphically in Urchin. A method of setting up a linear and possibly a tree-like structure for setting up goals and then tracking them would provide detail above any packaged reporting system I have ever seen. Keep in mind a funnel might split into sub-funnels.

This type of report is very important because it gives my clients the ability to see where on the site they are losing the customer. If they see 60% drop off after they add something to the cart, maybe they can add an incentive on that page to complete the order. The "click-to-and-from" report tells you the traffic patterns of your visitors but does not give you the ability to set up goals within those traffic patterns. You cannot see if goal completion throughout the stages of the funnel increase or decrease depending on the changes that you made to those pages.

Overall, Urchin's 5.5 Web Analytics Suite is an outstanding piece of software. The software enables you to track your success as a search engine marketer, beyond the detail of most other Web analytics software applications. The information and the manner Urchin presents the information gives you and your clients the ability to make informed decisions with their Web strategy. The graphs and user interface make for a an attractive, presentable and easy to use reporting tool.

With the 1st party cookie solution built in to the Urchin basic module, you can learn and track information that go beyond simple log files. In addition, with the E-Commerce Module and the Campaign Tracking Module, you can fine-tune each page to increase that individual page's success rate with ease. If Urchin can devise an easy way to deploy the concept of Goal Based Funnel Analysis, the Urchin application will be light-years beyond its competitors.

For more information on Urchin please visit http://www.urchin.com/.