Checklist for the selection of a web analytics tool

Data strategy

  • Does the tool fit the business vision?
  • Does the tool help optimize key business values?
  • Does it make sense to have long-term access to raw data?


  • What other tools should access this data?
  • How complicated are the integrations?
  • Are existing interfaces regularly updated?

Data protection

  • How important is the issue of data protection?
  • Should data be stored within the EU?
  • Which compliance guidelines apply?


  • What exactly does the analytics tool need to do?
  • Which features are particularly important?
  • Do users like the product?


  • How comprehensible is the tool?
  • Is sufficient access possible with mobile devices?
  • How fast is the user interface?
  • Do the prospective users like the product?

Onboarding and maintenance

  • Are there in-house users with experience?
  • How good are the documentation and support?
  • Can other specialists be called upon if necessary?

License model

  • What budget is available?
  • Should the application be hosted on its own server (“On-Premises”)? If yes, who will take care of the administration?
  • Is a SaaS product more suitable?

Tip and conclusion

My tip: don’t fall in love with any tool too quickly. Especially not on the basis of advertising. It is better to take an academic approach and create a weighted and evaluated decision matrix with all relevant features. Differentiate between must-haves and nice-to-haves.

And very important: test your favorite in parallel operation for a while! All tool providers allow a free trial.