Web Analytics without JavaScript

At the Semphonic XChange web analytics conference, one of the representatives from Yahoo! Analytics made the bold prediction “JavaScript will be gone in 5 years.”  The context was a huddle session describing universal tagging strategies, with the idea that data-collection processes, over time, will have to be managed and controlled by in-house, local warehousing, rather than the current web analytics solutions’ “cloud” based on JavaScript tagging.

This is an intriguing prediction, and there are many arguments for this point of view.  JavaScript tagging has been around, in force, for let’s say 6 years.  Before then, web analytics was a matter of crunching server log files, either locally hosted in a data-warehouse, or delivered to third-party vendors who had internal proprietary software by which to analyze these files and produce reports.  With Omniture, HBX, WebTrends, NetInsight, CoreMetrics, and Google, the web analytics paradigm shifted to JavaScript tags, executing image-requests on the page and storing the data externally, which is accessed through an online interface.  This has taken off, and I see no reason why this model will not continue to be vibrant in the next few years.

However, and inspired by this comment from Yahoo!, there are valid arguments why companies may start to shift slowly away from the JavaScript tagging model.  Firstly, there’s Mobile.  Unless mobile technologies universally enable JavaScript encoding, large chunks of traffic to a website will go un-noticed.  Non-JavaScript solutions for Mobile tracking are, of course, possible, but these are band-aids used to essentially trick the solution into accepting data through raw image-requests.  Such implementation requires many resources, and is often not well-integrated into the overall measurement solution.  Not to mention persistent cookies on a mobile device…

Secondly, there is more and more interest in data-integration.  Offline data is used to integrate with online data for marketing, merchandizing, and optimization purposes.  Purchase transaction data (always more accurate in a back-end system than in a web analytics solution), call-center data, catalogue purchases and registrations – basically, all the tools traditionally managed by a BI team, are increasingly being married to online web behavior.  This is all good, but at the same time, does it really make sense to push data to an Omniture or WebTrends if the sole purpose is to pull it back to your database?

Thirdly, there is the increasing issue of cookie deletion and cookie rejection.  Whether you’re using first-party or third-party cookies, the elephant in the room suggests as much as a 3-7% rejection rate, depending on what kind of site you have.  Media sites have a smallish rejection rate, but it tends to be higher for retail and financial services sites, where visitors are more naturally inclined to increase their privacy settings (and imagine what this rate might be for adult entertainment sites!).  Solutions like Omniture can still track visitors based on IP Address or other hints, but customized tracking remains problematic.  Cookie-deletion is also a problem: Norton AntiVirus Software now labels DoubleClick, Omniture, WebTrends, and other web measurement cookies as a “non-virus tracking cookie”, with “low risk”, but nevertheless recommends their deletion after a scheduled computer scan.  This obviously has an impact on visitor measurement over time.  My out-of-the-box Norton Antivirus software runs once a week.

JavaScript-based tagging solutions for web measurement are not going away any time soon, but in five years, the web analytics industry may well start to go back to where we were 6 years ago, using and integrating internal log files and databases.  I can only imagine and wonder where we would be now if there were no such thing as JavaScript tagging, and the solutions for log-file integration had been given 6 years to advance.

Comments

[Rudi Shumpert]

Interesting. I am not convinced that JavaScript is going anywhere, not even in the next five years. Almost everything you see seems to be moving towards more AJAX, more RIA type design, more JavaScript.

I do agree that the rejection of cookies does present a issue with tracking visitor measurement over time though and it will be interesting to see what developments are made to work around this issue.

[Keith Shiley]

Interesting and timely read. I'm a big believer that page tags are past or quickly passing their prime. Atomic Labs recently compiled a list of "Blindspots and Roadblocks of Page Tags" that lines up closely with this.
http://www.atomiclabs.com/pion-web-analytics/limitations-of-web-analytics-page-tags.php

One thing that surprised me in your article is that there is no mention of passive network capture (packet sniffing) as an alternative to page tags. Passive capture can address all of the shortcomings listed, with far less overhead than tags or log file integration.

[Hamish]

Hey Paul, thanks for the interesting post. The only thing i would mention is that the ability to capture data server side has always been there, but it's painful and given how many sites are happy to cut and paste a piece of Google Analytics code and get 90% of what they need for free, i would be surprised if most would make the effort. The other thing is the knowledge base, do you really want to get skilled up to bring that in house? Possibly you do, but most would not be able to justify that on a cost-benefit basis, particularly when you look at the development time/cost to replicate the capability of software such as Omniture.

As API's open up the ability to mesh server side data with analytics providers down to a visitor ID level, I think we will see the best of both worlds in some combination apps using both server and client side generated data. This has already started to happen in some marketing centric platforms. The key is the interoperability, currently Google Analytics and Omniture API's both prevent this from being easily achieved, but that will need to change or they will be bypassed.

[Nursing gowns]

Solutions like Omniture can still track visitors based on IP Address or other hints, but customized tracking remains problematic

[red cross cna classes]

I’m hoping that we’ll end up with a slew of prototyped ideas and a bunch of happy people. I’m sure there’ll be a lot more hard work until we can turn those embryonic proofs of concept into living.

[Casey]

Thanks for the read. I agree with the points you made. http://www.rapidhawk.com also has peoples thoughts on the matter.

[louis]

this is a feeling that we have known all the insecurity and fear, good blog is the subject goes a long way.

[chanel navel rings]

Nice and informational article.Your experience must have been a wonderful one.I can imagine he wonderful experiences in California with all fun of life available there.Nice article.The way things are presented in this article are best and amazing.

[Free Quick Claim Deed Form]

Hey Paul, thanks for the interesting post. The only thing i would mention is that the ability to capture data server side has always been there, but it's painful and given how many sites are happy to cut and paste a piece of Google Analytics code and get 90% of what they need for free, i would be surprised if most would make the effort. The other thing is the knowledge base, do you really want to get skilled up to bring that in house? Possibly you do, but most would not be able to justify that on a cost-benefit basis, particularly when you look at the development time/cost to replicate the capability of software such as Omniture.

As API's open up the ability to mesh server side data with analytics providers down to a visitor ID level, I think we will see the best of both worlds in some combination apps using both server and client side generated data. This has already started to happen in some marketing centric platforms. The key is the interoperability, currently Google Analytics and Omniture API's both prevent this from being easily achieved, but that will need to change or they will be bypassed.

[Dalelorenzo Johnson]

I have made some decent money using my three main blogs with Google AdSense. But here is a great method I have been using to make money online. I purchased a digital product from the ClickBank marketplace and reviewed the product. Once I did this, I followed what I read to see if I would get the same results the writer did. I did a short video teaching others what I learned and then made a recommendation to purchase the product at the end of the video. Of course, I only created a video for the products that actually worked for me. Since these products did work for me, by watching and following the video, you will also benefit by seeing a dramatic increase in conversions. Then I recommended this product through my own affiliate link. This way I could earn commissions on what others sold. The best way I found to do this was to purchase a meaningful and memorable domain name and redirect the domain to my affiliate link. Then overlay that link in the video. I usually post my videos on my blogs and send it to my mailing lists to make money. But if you don't have a list, then upload it to YouTube and everal other video sharing sites to make you commissions. It's a great technique that's worked for me.

[duties of a cna]

my little bitch Helle hits my blog everyday

[gout treatment]

If someone is suffering from gout, they should try to get it treated early.

[Generic Viagra]

The only way that java dies, it is because of html5, I don't think that it will become a standard until they fix some problem that it has. I think that they have to solve too the problems with patents.

[Brendanchou]

Great post. More insight on analytics and javascript always appreciated.

Brendan
http://www.oneclickcommissions.com/excel-worksheets.html

[Generic Viagra]

I was looking for this information, thanks for put in this easy way, I mean in a easy way to understand it jajaja, well until the next time.

[buy hgh]

It would be very impossible for me without this part.

[chemistry nursing]

i pity the children..i agree to Layla..Help save RIF's funding!!

[duties certified nursing assistant]

Nice idea! I never try to make a flower tissue before, Anyway, thanks for sharing this post. I've got an idea.

[pharmacy]

This blog is fantastic, I hadn't seen any similar before. I have to accept I found it out by a lucky stroke, but I'm impacted with its quality. I hope you continue posting with the same passion you did it here.

[Discount north face jackets]

Hello.I am well into a boring sunday thanks for giving something to think about.This is a great story got me thinking,Thanks