There are numerous Web traffic analysis offerings in the marketplace today. These tools typically provide some type of "canned" or predefined set of graphic reports. At first glance, people evaluating solutions can easily be impressed with the myriad of graphs and colors and perceived ease of use. What appears on the surface to be a good Web site reporting solution with colorful charts may end up costing you more money than a more robust though only slightly more-expensive solution. Users may be perfectly happy with this level of reporting and not even know that they are missing important aspects of their Web site traffic, aspects that they could take action on to improve site effectiveness. They don't even know that they don't know. This paper discusses some of the shortfalls with static graph reporting and explains how customizable graphs can be used for more thorough web traffic analysis.
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