Market Data

Online Measurement and Strategy Report 2013

By Econsultancy,

There is a newer version of this report available: 2017 Measurement and Analytics Report


The sixth annual Online Measurement and Strategy Report, carried out in association with web analytics consultancy Lynchpin, contains a comprehensive analysis of issues affecting the web analytics industry and valuable insights into the use of analytics and business intelligence tools.

Beyond web analytics, the report also looks at a range of data sources and information requirements, and the extent to which companies are able to develop a coherent measurement strategy. The report also looks in detail at the use of Google Analytics, including Google's Premium product. 

The 98-page report is based on a survey of almost 900 client-side respondents, and follows five similar studies carried out between 2008 and 2012.

A PowerPoint presentation summarising the key findings is also available for download.

The report findings are divided into the following sections:

  • Information requirements
  • Business performance and measurement tools
  • Google Analytics
  • Resourcing and budget
  • Joined-up strategy and measurement
  • Barriers to success

Highlights include:

  • Big data causes big frustrations for marketers
  • Companies appear to be suffering from strategic inertia
  • Slowing of the increase in investment in web analytics, while mobile analytics uptake more than doubles
  • Google Analytics dominates as uptake of GA Premium doubles in a year
  • Marketers are seeing the benefit of tag management

Table of contents

  1. Executive summary and highlights
  2. Foreword by Lynchpin
    1. About Econsultancy
    2. About Lynchpin
  3. Methodology
  4. Findings
    1. Information requirements
      1. Level of priority for information requirements
    2. Business performance and measurement tools
      1. Use of business performance tools
      2. Use of business intelligence software
      3. Use of web analytics vendors and products
      4. Selecting an appropriate web analytics tool
      5. Interaction with online measurement tools
      6. Sharing online measurement data
    3. Google Analytics
      1. Use of Google Analytics
      2. What is Google Analytics used for?
      3. Frequency of Google Analytics usage (compared to other tools)
      4. Reasons for using additional (non-Google) analytics tools
      5. Reasons for not using Google Analytics
      6. Tools used for reporting or insight (Google or other vendor)
      7. ROI from non-Google (other) analytics tool
      8. Use of Google Analytics Premium
    4. Resourcing and budget
      1. Number of dedicated web analysts
      2. Number of regular contractors
      3. Days of outsourced analysis
      4. Outsourced analytics functions
      5. Web analytics resourcing (increase or decrease)
      6. Web analyst tasks
      7. Impact of ‘big data’
      8. Total web analytics spend
      9. Breakdown of web analytics expenditure
      10. Annual change in web analytics budget
      11. Ownership of budget
    5. Joined-up strategy and measurement
      1. Company-wide strategy
      2. Driving actionable recommendations from analytics
      3. Percentage of useful data
      4. Integration into broader business strategy
      5. Integration of analytics with data from other sources
      6. Tag management
      7. Attribution modelling
    6. Barriers to success
      1. Barriers preventing an effective online measurement strategy
      2. Main frustrations involved in managing web analytics
  5. Appendix
    1. Respondent profiles
      1. Company turnover
      2. Business sector
      3. Type of supply-side company
      4. Geography

Download a copy of the report to learn more.

free sample is available for those who want more detail about what is in the report.


  • Pdf SAMPLE: Online Measurement and Strategy Report 2013 (1.58 MB PDF)
  • Pdf Disabled Online Measurement and Strategy Report 2013 (3.38 MB PDF)
  • Powerpoint Disabled Online Measurement and Strategy Report 2013 (2.58 MB Microsoft PowerPoint)
  • Excel Disabled Online Measurement and Strategy Report Data (82.5 KB Microsoft Excel)

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