Gartner Research

How to Evaluate Web Analytics Technology Options for Marketing

Published: 07 July 2020

ID: G00725785

Analyst(s): Joseph Enever

Summary

Digital marketing leaders use web analytics technology to track traffic, analyze user engagement and monitor performance. Evaluate existing deployments, select providers and maximize value by mapping web analytics solutions to use cases and aligning marketing skills and resources to business goals.

Table Of Contents

Overview

Introduction

Analysis

Gartner Recommended Reading

Note 1: ITP Impact on First-Party Cookies for Data Collection

©2020 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.