Intelligent interpretation

Even with these limitations of both log file analysis and the use of cookies, a statistical interpretation of the data is currently the most effective form of analysis available. While the number of visitors is directly tied to the revenue that can be generated from a site, it is important to understand that this number has a varying number of interpretations from the data that is either collected from the log file or cookies.

While there is no ideal solution for getting precise site visitor statistics, one can seek a solution that is congruent with your organization's business plan. Two of the more popular web site analysis software products are Webtrends and Site Statistics. Site Statistics is sold by NetPromoter, which has a suite of Search Engine Optimization products that are designed to optimize commercial websites according to the missions and strategies of an organization (see Figure 1). The corporate mission is realized through execution of its strategies, which are influenced by the data and statistics that are collected from the log statistics and tracking counter modules. This information in turn is used to adjust the web site's use of keywords, phrases, and navigation paths. The Site Statistics' Top-ten Analyzer and Site Analyzer modules are designed to provide feedback to support any successful design efforts. This in turn, is an iterative process that is fed back to re-evaluate the mission and strategies of the overall ecommerce initiative.

Figure 1 How Site Statistics Supports a Successful Web Site

Log Analyzer

The log analyzer module parses and analyzes the log files and presents the results in a useful format. It displays information on visitor IP addresses, referring pages, requested pages, user paths through the site, and more. In Figure 2 a sample report displays the number of hits (unique visitors), the number of visitors and pages viewed, and the bandwidth used by browser type.

Figure 2 A Sample report by the Site Statistics Log Analyzer

Cookie-based module (Script Generator)

The cookie based module places JavaScript based tracking counters on pages on the web site. When a user requests a page, the JavaScript counter places a cookie on the user's computer, which serves as a unique user ID and helps identify subsequent visits and paths through the site even when users are working through a proxy server or are using dynamic IP addresses. The Site Statistics counter can discriminate between different users working through a proxy server, and even different users on the same computer (provided each of them is logged in under his own username).

The statistics does not require the installation of any additional software on either the web server or the client. However, potential drawbacks include site visits by users with disable cookies or instances when the counter is not allowed to function correctly when the page is not allowed to load completely.