When you think of web tracking, you typically think of Google Analytics. Let's dive into some of the Pros and Cons of Google's platform.

Pros

GA is great for basic tracking and to gain a general sense of your site's traffic. Google Analytics may fit the bill if your main focus is on what browser types, operating systems, and device types are visiting your site. In addition, they offer a free plan that has up to 20 custom non-Personally Identifiable Information (PII) properties.

Adding the code to your site is relatively straightforward as well. Like many trackers, you'll add the Javascript snippet to your site to start tracking.

Cons

Google Analytics' main issues come from sampling data and the fact that they focus on anonymous data.

Google defines sampling as "the practice of analyzing a subset of all data in order to uncover the meaningful information in the larger data set." In other words, GA's data can often be inaccurate depending on the subset they're using to sample.

The fact that GA focuses on anonymous data is also a significant issue. Most other platforms are based on email addresses such as CRMs, marketing tools, or online shopping platforms. This means it's near impossible to match any of this data up with data from Google Analytics.

When choosing a tracking platform that never uses sampling and focuses on individual profiles, Woopra is a much better alternative.

Woopra's platform helps you understand the complete end-to-end user journey across your site or platform with a laser focus on individual behaviors. This adds tremendous transparency in seeing what specifically drove the users to purchase or what needs to be improved on your site to help conversions.

From the first email that goes out to browsing your site, getting a demo, then finally buying your product, Woopra gives you the insight to make the best well informed, data-driven decisions.