It is least popular among companies targeting consumers with their products or services, as 14 per cent of these do not utilise analytics tools. The news source stated that it is "no surprise that search marketers have quickly adopted analytics into everyday use", commenting that figures from May of this year showed that 85 per cent of users were utilising Google's analytics offerings. 

"Larger sites that need a little more analytical firepower seem to be turning to Omniture," Marketing Sherpa observed, but added that many of these have tags in place that allow for the use of multiple analytics tools. 

 

Last month, MediaPost reported that Google is working on a new analytics offering that would make it easier for users to view the data needed to improve conversions. Among the features said to be in development is a one that will enable website owners to filter the information so that the most valuable is displayed first.