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Web analytics has vast capabilities when it comes to tracking a user's online behavior. But, alas, it can't do it all. In this article, Tim Wilson from Practical Ecommerce guides you through the additional tools you may need to support your web analytics data.

Who Should Read This Article

Anyone struggling to glean the insights they need from web analytics should take a look at this!

What You Will Learn

Wilson discusses the stand-in tools you may need to make up for gaps in web analytics data. These tools include:

  • A/B tests
  • Site surveys
  • Usability tests
...and more!

Take Away

Web analytics is just one item in the martech pro's toolbelt. What other types of data cannot be collected using web analytics?