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There is a newer version of this report available: Measurement and Analytics Report 2016


The second annual Online Measurement and Strategy Report, carried out in association with Lynchpin, contains a comprehensive analysis of the web analytics industry and valuable insights into how companies are using both paid-for and free analytics tools. 

The research gives key insight into the web analytics industry, including how much companies are currently spending, the type of analytics tools used (including use of Google Analytics), barriers to success ... plus much more. 

The 64-page report is based on a survey of more than 800 client-side and supply-side respondents, and follows a similar study carried out in 2008. 

A 30-slide presentation which summarises the key findings is also available for downloading. 

The report findings are divided into the following sections: 

  • Information requirements
  • Web analytics tools
  • Use of Google Analytics compared to other tools 
  • Agency questions
  • Resourcing and budget
  • Online measurement and strategy
  • Barriers to success
Highlights include: 
  • Companies are focusing on analytics which help them improve their efficiency both in terms of customer acquisition and customer retention. The biggest focus is information relating to the cost of acquiring a customer or lead which is regarded as a 'high priority' by 59% of responding organisations. 
  • The proportion of companies looking at reputation monitoring or social media metrics has doubled from 21% to 40%, which highlights the exponential growth of both social media and the reputation monitoring technology industry.
  • The average proportion of spending on internal staff has increased from 36% to 42% of total web analytics spend while spending on technology has decreased from 45% to 38%. 
  • More than half (55%) of those organisations relying completely on Google Analytics have logged into their system within the last 24 hours and a further 30% have logged in within the last week. 
Download a copy of the report to learn more. A free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Online Measurement and Strategy Report (586 KB PDF)
  • Pdf Disabled Online Measurement and Strategy Report (1.64 MB PDF)
  • Powerpoint Disabled Online Measurement and Strategy Report Presentation (2.12 MB Microsoft PowerPoint)

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