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Knowing where your Web site visitors come from, how they navigate your site, and when they leave are essential aspects of maintaining a successful online presence. If you're looking for an easy yet powerful way to understand such traffic, WebTrends Live 3.0 Web-based service merits consideration.

In contrast to traditional Web server analysis tools, which cull data from log files, WebTrends Live relies on snippets of JavaScript on each page and cookies to track and report user behavior. WebTrends Live is provided via browser in an ASP model, so there is no client software to install.

Implementation was simple. We registered online for WebTrends Live and received sample JavaScript code that could be customized and placed on all of the Web pages we wanted to track. Note that this may not be a trivial matter for large sites, but content management system templates can ease the burden of cutting and pasting code onto each page.

The client browser runs the JavaScript as customers navigate your site; the JavaScript collects statistical data about customer browsing patterns and transmits that information to a secure database. Analysis is then conducted, and reports are generated by logging into the WebTrends Live server from a standard browser.

WebTrends Live has powerful reporting tools and provides near-real-time information by updating your site statistics every few minutes. This is a clear advantage over log-file analyzers and could potentially be used to advantage by nimble e-businesses. Reports (too numerous to be mentioned in their entirety) can be generated via an updated user interface that simplifies this task by allowing the user to drill down on almost any variable.

Also new to Version 3 is URL parameter analysis, which makes it possible to report on dynamic pages. Additions also include an abundance of e-commerce–related reports, including shopping cart trends, ad campaign tracking, and summary pages for individual products. Reports can be sliced and diced by date and time, then exported to a variety of formats such as Adobe Acrobat, Microsoft Excel, and Word, or simply left as HTML code.

The Personal Edition is free—as long as each page bears the WebTrends logo—and includes basic Web traffic analysis and reporting based on date. The eBusiness Edition, targeted at small to medium-size businesses, offers additional reports, the ability to filter reports and assign pages to content groups, and WAP/Palm reporting. The Enterprise Edition, designed for high-volume sites, offers URL parameter analysis, user-defined ad campaign tracking, and e-commerce (including shopping cart) analysis.

Copyright ?? 2004 Ziff Davis Media Inc. All Rights Reserved. Originally appearing in PC Magazine.