In the first part “The voodoo of web metrics” of this series, I talked about the various methods for computing web metrics. In this post, I’ll cover some of the players in this industry and the methods they employ for metrics calculation.
Alexa:
Alexa is the grand-daddy of web analytics. Alexa has been around since Web 1.0 days and is often used by several bloggers as a quick reference to statistics related to popular websites.
Methodology: Alexa data is collected via the Alexa toolbar that is installed by willing participants. Their methodology for calculating the statistics is fairly well documented. Based on the classification in my earlier post, Alexa employs user focused, browser toolbar based method for collecting data.
The two main things working in Alexa’s favor are:
a) Alexa data and graphs are free to use. Hence, the service is used by a lot of bloggers to get an insight about traffic details for popular websites
b) Alexa is one of the few website analytics companies that provides international data. For instance, you can view the top websites in India over here.
The main drawback is that Alexa data is unreliable. There is unanimous agreement about this. Ever wondered why ? Well, it is because Alexa provides the ‘Alexa toolbar’ only for IE on Windows. While there are 3rd party extensions for Firefox, they arent the same as the official toolbar.
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