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An analytics tool provides Internet marketers with a collection of analysis and reports of data gathered concerning the number of visits a website receives over a given period of time.

However, for an analytics tool to be more effective, you’ll need more than just a numeric figure of unique visits or clicks; you’ll need to know what they mean for your campaign.

That said consider the following when searching for a reliable analytics tool.

1) Data Presentation – Your analytics tool should present data in an easy-to-understand format where each field shows a corresponding value. Most analytics tools have dashboards that present the most fundamental parts of your campaign in the form of reports or overviews. For example, Google Analytics has a dashboard that feature several overviews on different aspects of your campaign such as traffic source, page views and bounce rates.

2) Real-Time results – While real-time showing of visits, clicks and other data may seem no different than ‘unreal’-time showing of data, it can actually play a big part in making your site’s content better. In fact, for high-traffic generating sites, writers and editors want to get a hold of real-time data because they want to optimize content.

The ability to see results as they happen is indispensable because you can adapt to any change with regards to traffic source. Real time results give you an idea of what type of content triggers your audience to immediately visit your site or answer a call-to-action. A popular example of an analytics tool that offers real-time results is GetClicky.

3) Click Analytics and Heatmapping – This feature, particularly heat mapping, monitors which parts or pages your audience clicks on the most. This could play a major role in determining the placement of your ads.

If your site hosts a number of landing pages, it can help in terms of where to place the links to those pages. Click Tale offers a variety of heatmapping techniques, going as far as presenting data about how far a user scrolls down a website and which pages get the most attention. Clickstream tracking is also a great feature that lets you see the clicking flows of users. This helps marketers determine where users drop off on their way to conversions. This allows for the identification and calibration of weak pages.

4) IP Geolocation capabilities – A good analytics service does not only tell you where the clicks are coming from in a ‘digital’ perspective, it also lets you know where in the world they’re coming from. Placing emphasis on an audience’s “Geolocation” can tell you a lot about what type of behaviour responds to a certain kind of content. This allows you to optimize and adjust the way you make your content, depending on the Geolocation data your analytics tool presents.

5) Segmentation Options – Being able to segment your data is very important because it enables you to pattern target figures according to your goals. With it, you can separate a section of traffic that produces good results from another section of traffic that may otherwise need more effort.

Google Analytics is an excellent example of being able to segment your data in an effective way. With the ability to create custom reports and report filters, you can see the numbers you actually need to see in terms of your campaign’s growth, rather than the other data that won’t prove useful until a later time.

For more on web analytics and Internet marketing, visit Andy Jenkins Blog