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Analytics 4, Matomo, Simple Analytics & AT Internet : les meilleurs outils d'analyse de trafic","_yoast_wpseo_title":"Les 4 meilleurs outils de tracking & d'analyse de trafic","contenu_de_larticle":"<p id=\"\">Depuis la pand\u00e9mie, la part des fran\u00e7ais d\u00e9clarant acheter r\u00e9guli\u00e8rement sur internet <strong>n\u2019a cess\u00e9 d\u2019augmenter et atteint aujourd\u2019hui un score de plus de 80%<\/strong> selon la f\u00e9d\u00e9ration fran\u00e7aise de l\u2019e-commerce (2020).<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">Si plus personne ne nie aujourd\u2019hui l\u2019importance d\u2019avoir un site internet, beaucoup d\u2019entreprises sont encore perdues<strong> quant \u00e0 l\u2019optimisation de ce dernier.<\/strong> Si vous souhaitez <strong>analyser le trafic de votre site <\/strong>pour mieux comprendre vos utilisateurs et am\u00e9liorer sa performance, alors cet article est fait pour vous !<\/p>\r\n\u200d\r\n<h2 id=\"\">Qu\u2019est-ce que le Web Analytics et quels sont les enjeux ?<\/h2>\r\n\u200d\r\n<p id=\"\">L\u2019expression \u201cWeb Analytics\u201d regroupe <strong>toutes les techniques de mesure, de collecte, d\u2019analyse et de reporting des donn\u00e9es<\/strong> issues de votre environnement digital.<\/p>\r\n\u200d\r\n<p id=\"\">L\u2019\u00e9tude de cette data <strong>est critique<\/strong> car elle vous permet \u00e0 la fois de c<strong>omprendre le comportement des utilisateurs <\/strong>de votre site\/application mobile mais aussi de pouvoir <strong>identifier les axes strat\u00e9giques de d\u00e9veloppement et de pr\u00e9dire vos performances futures <\/strong>!<\/p>\r\n\u200d\r\n<p id=\"\">Faut-il axer votre strat\u00e9gie sur le r\u00e9f\u00e9rencement naturel ? Ou bien est-ce plut\u00f4t l\u2019optimisation de votre exp\u00e9rience utilisateur et donc de votre taux de conversion qui vous permettra d\u2019atteindre un meilleur retour sur investissement ?<\/p>\r\n\u200d\r\n<p id=\"\">La mise en place de tableaux de bords pr\u00e9cis via l\u2019utilisation d\u2019outils d\u2019analyse de trafic <strong>peut vous apporter des r\u00e9ponses concr\u00e8tes<\/strong> \u00e0 ce type de questions, ainsi que vous permettre de d\u00e9finir la strat\u00e9gie web la plus adapt\u00e9e !<\/p>\r\n\u200d\r\n<h2 id=\"\">Les meilleurs outils d\u2019analyse de trafic<\/h2>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\"><strong id=\"\">Google Analytics - L\u2019outil de r\u00e9f\u00e9rence en mati\u00e8re d\u2019analyse de trafic<\/strong><\/h3>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Pr\u00e9sentation :<\/strong><\/p>\r\n<p id=\"\">C\u2019est <strong id=\"\">l\u2019outil phare d\u2019analyse de trafic, utilis\u00e9 par 70% des sites internet dans le monde<\/strong>. Sa nouvelle version, Google Analytics 4, deviendra obligatoire \u00e0 partir de juillet 2023. Petit zoom sur ses fonctionnalit\u00e9s :<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Forces :<\/strong><\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">L\u2019un des principaux avantages de Google Analytics 4 r\u00e9side dans ses <strong id=\"\">fonctions d\u2019apprentissage automatique et de traitement du langage naturel<\/strong> (NLP), que vous pouvez utiliser pour pr\u00e9voir des conversions, d\u00e9tecter des anomalies ou vous avertir de tendances importantes.<\/li>\r\n \t<li id=\"\"><strong id=\"\">Tracking partiellement automatis\u00e9<\/strong> : un certain nombre d\u2019\u00e9v\u00e9nements remontent automatiquement sans besoin de param\u00e9trage de votre part.<\/li>\r\n \t<li id=\"\">Identification de l\u2019utilisateur cross-device : En mettant en \u0153uvre <strong id=\"\">une analyse bas\u00e9e sur les \u00e9v\u00e9nements<\/strong>, Google Analytics 4 vous permet de mieux suivre le parcours d\u2019un utilisateur, du premier contact \u00e0 la conversion et \u00e0 la r\u00e9organisation. En outre, si un utilisateur r\u00e9alise <strong id=\"\">le m\u00eame \u00e9v\u00e9nement plusieurs fois en utilisant diff\u00e9rents appareils, les donn\u00e9es relatives \u00e0 cet \u00e9v\u00e9nement seront fusionn\u00e9es en un seul point de contact.<\/strong><em id=\"\">Par exemple, si un client met un article dans son panier sur un smartphone puis sur un ordinateur portable, l\u2019\u00e9v\u00e9nement \u201cAjouter au panier\u201d ne sera compt\u00e9 qu\u2019une seule fois.<\/em><\/li>\r\n \t<li id=\"\">La <strong id=\"\">gratuit\u00e9<\/strong> de l\u2019outil, depuis toujours.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Faiblesses :<\/strong><\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">Google Analytics n\u2019est (<strong id=\"\">pour l\u2019instant<\/strong>) pas conforme au r\u00e8glement europ\u00e9en RGPD selon la CNIL.<\/li>\r\n \t<li id=\"\"><strong id=\"\">Prise en main<\/strong> : la prise en main de l\u2019outil n\u2019est pas triviale et n\u00e9cessite un petit temps d\u2019apprentissage.<\/li>\r\n \t<li id=\"\"><strong id=\"\">Encore en beta<\/strong> : la version actuelle de Google Analytics 4 est encore en beta et certaines fonctionnalit\u00e9s pourraient \u00e9voluer d\u2019ici juillet 2023.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">\u21d2 Google Analytics est un passage oblig\u00e9 pour tout annonceur souhaitant disposer d\u2019une solution d\u2019analyse de trafic puissante \u00e0 moindre co\u00fbt.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\"><strong id=\"\">Matomo - Un outil respectueux des donn\u00e9es et de la vie priv\u00e9e<\/strong><\/h3>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Pr\u00e9sentation :<\/strong><\/p>\r\n<p id=\"\">Anciennement connu sous le nom de Piwik, est un <strong id=\"\">logiciel de web analyse libre et open source<\/strong> qu\u2019il est possible d\u2019installer gratuitement sur son serveur afin de g\u00e9rer de A \u00e0 Z la collecte, le stockage, la s\u00e9curisation et le traitement de ses donn\u00e9es.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Forces :<\/strong><\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">L\u2019utilisateur reste le seul ma\u00eetre de l\u2019utilisation de ses donn\u00e9es, <strong id=\"\">approuv\u00e9 par la CNIL.<\/strong><\/li>\r\n \t<li id=\"\"><strong id=\"\">Fonctionnalit\u00e9s tr\u00e8s utiles<\/strong> comme les heatmaps, l\u2019analyse de sessions d\u2019utilisateurs, l\u2019analyse du funnel de conversion, l\u2019analyse des conversions bas\u00e9es sur 6 mod\u00e8les d\u2019attribution, la fonctionnalit\u00e9 d\u2019AB testing\u2026 et bien d\u2019autres !<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Faiblesses :<\/strong><\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">Le logiciel est gratuit uniquement s\u2019il est h\u00e9berg\u00e9 et configur\u00e9 sur un serveur. Cela implique donc <strong id=\"\">d\u2019avoir un d\u00e9veloppeur capable de l\u2019installer<\/strong>, mais aussi que les donn\u00e9es <strong id=\"\">prendront sur l\u2019espace de stockage du serveur et qu\u2019il faudra en assurer la s\u00e9curit\u00e9,<\/strong> ce qui n\u2019est pas le cas avec un outil comme Google Analytics.<\/li>\r\n \t<li id=\"\">Si vous n\u2019avez pas les capacit\u00e9s techniques de le configurer sur votre serveur, <strong id=\"\">le logiciel est payant<\/strong> (\u00e0 partir de 19\u20ac par mois).<\/li>\r\n \t<li id=\"\">Certaines fonctionnalit\u00e9s sont <strong id=\"\">bien moins abouties que sur Google Analytics<\/strong> : l\u2019outil d\u2019AB Testing est par exemple bien moins performant que Google Optimize.<\/li>\r\n \t<li id=\"\"><strong id=\"\">Pas d\u2019int\u00e9gration native<\/strong> avec des outils comme BigQuery, il faut savoir utiliser les APIs pour r\u00e9cup\u00e9rer la donn\u00e9e.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">\u21d2 Matomo est une bonne alternative pour les entreprises de petites et moyennes tailles <strong id=\"\">ayant des ressources technique<\/strong>s &amp; qui souhaitent une alternative \u00e0 Google Analytics <strong id=\"\">respectant les recommandations de la CNIL.<\/strong><\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\"><strong id=\"\">Simple Analytics - Une alternative \u00e9thique et simple<\/strong><\/h3>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Pr\u00e9sentation:<\/strong><\/p>\r\n<p id=\"\">Cet outil prend le parti de <strong id=\"\">simplifier au maximum la t\u00e2che d\u2019analyse de donn\u00e9es d\u2019un site web<\/strong>, en mettant l\u2019accent sur la <strong id=\"\">protection des donn\u00e9es<\/strong>. Cela signifie \u00e9galement que le nombre de donn\u00e9es disponibles \u00e0 regarder ne sont pas si importantes que sur le c\u00e9l\u00e8bre Google Analytics. Il faut faire un choix !<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Forces:<\/strong><\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\"><strong id=\"\">100% transparent<\/strong> avec ses utilisateurs ou futurs clients. Le client reste totalement propri\u00e9taire de ses donn\u00e9es et ces derni\u00e8res sont crypt\u00e9es pour les prot\u00e9ger d\u2019un \u00e9ventuel hack. En \u00e9tant propri\u00e9taire de ses donn\u00e9es, le client peut d\u00e9cider \u00e0 tout moment de les t\u00e9l\u00e9charger et les supprimer.<\/li>\r\n \t<li id=\"\"><strong id=\"\">Tr\u00e8s facile<\/strong> \u00e0 prendre en main.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Faiblesses:<\/strong><\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\"><strong id=\"\">Moins de fonctionnalit\u00e9s que Google Analytics<\/strong>. N\u00e9anmoins, nous avons quand m\u00eame acc\u00e8s aux donn\u00e9es essentielles telles que le nombre de pages vues, les donn\u00e9es sur la localisation, les \u00e9crans, les canaux, etc\u2026<\/li>\r\n \t<li id=\"\"><strong id=\"\">Payant<\/strong> : Simple Analytics propose 2 forfaits g\u00e9n\u00e9riques, avec un engagement d\u2019un an.<\/li>\r\n \t<li id=\"\">Starter \u00e0 9 \u20ac par mois, limit\u00e9 \u00e0 100 000 pages vues.<\/li>\r\n \t<li id=\"\">Business \u00e0 49 \u20ac par mois, limit\u00e9 \u00e0 1 million de pages vues.<\/li>\r\n \t<li id=\"\">Sur devis pour les sites ayant + d\u20191 million de pages vues.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">\u21d2 \u00a0Simple Analytics est la solution parfaite pour <strong id=\"\">les entreprises qui souhaitent pouvoir effectuer les analyses de base<\/strong> sur leur site internet et obtenir des informations sur leur audience <strong id=\"\">sans rentrer trop dans le d\u00e9tail.<\/strong><\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\"><strong id=\"\">AT Internet Analytics - L\u2019alternative premium et fran\u00e7aise \u00e0 Google Analytics<\/strong><\/h3>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Pr\u00e9sentation :<\/strong><\/p>\r\n<p id=\"\"><strong id=\"\">\u200d<\/strong> Et oui ! Il existe plusieurs <strong id=\"\">alternatives made in France<\/strong> pour analyser les donn\u00e9es de son site. <strong id=\"\">AT Internet<\/strong> est l\u2019une d\u2019entre elles ! Une soci\u00e9t\u00e9 qui a d\u00e9j\u00e0 plus de 20 ans, et qui travaille avec de gros clients comme la BBC, Le Bon Coin, ou Axa par exemple.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Forces:<\/strong><\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\">Engag\u00e9 : leur outil Analytics Suite est con\u00e7u pour <strong id=\"\">limiter l\u2019empreinte carbone<\/strong>. Ils utilisent des <strong id=\"\">m\u00e9thodes de minimisation<\/strong> afin de collecter uniquement les donn\u00e9es qui nous int\u00e9ressent, pour ne pas faire d\u2019effort dans le vide. Pareil pour le stockage \u00a0: les dur\u00e9es de stockage sont plus courtes et sont h\u00e9berg\u00e9es de mani\u00e8re mutualis\u00e9e sur le Cloud.<\/li>\r\n \t<li id=\"\">Confidentialit\u00e9 : <strong id=\"\">AT Internet respecte les lois RGPD.<\/strong><\/li>\r\n \t<li id=\"\"><strong id=\"\">Accompagnement sur mesur<\/strong>e : de consultants et formateurs sp\u00e9cialis\u00e9s pour vous aider \u00e0 utiliser l\u2019outil \u00e0 son maximum.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\"><strong id=\"\">Faiblesses:<\/strong><\/p>\r\n\r\n<ul id=\"\">\r\n \t<li id=\"\"><strong id=\"\">Le prix<\/strong> : L\u2019outil est premium uniquement et le prix n\u2019est pas affich\u00e9 sur leur site, il faut faire un devis personnalis\u00e9.<\/li>\r\n \t<li id=\"\"><strong id=\"\">Compliqu\u00e9 \u00e0 prendre en main<\/strong> : n\u00e9cessaire de s\u2019appuyer sur l\u2019accompagnement sur mesure fourni avec l\u2019outil pour monter en comp\u00e9tences sur l\u2019outil.<\/li>\r\n<\/ul>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">\u21d2 AT Internet Analytics est une solution de choix pour les grandes entreprises qui souhaitent un accompagnement sur mesure et un outil orient\u00e9 performance tout en respectant les lois RGPD.<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<h3 id=\"\">Conclusion : tableau comparatif<\/h3>\r\n<p id=\"\">\u200d<\/p>\r\n\r\n<figure id=\"\" class=\"w-richtext-figure-type-image w-richtext-align-fullwidth\" style=\"max-width: 1448px;\" data-rt-type=\"image\" data-rt-align=\"fullwidth\" data-rt-max-width=\"1448px\">\r\n<div id=\"\"><img id=\"\" src=\"https:\/\/uploads-ssl.webflow.com\/611254555fa2707a2e39c087\/636a2745846bcf3111d9b966_Capture%20d%E2%80%99e%CC%81cran%202022-11-08%20a%CC%80%2010.35.52.png\" width=\"auto\" height=\"auto\" \/><\/div><\/figure>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">Et voil\u00e0, maintenant il ne vous reste plus qu\u2019\u00e0 choisir votre outil et vous lancer dans le param\u00e9trage de vos \u00e9v\u00e9nements et les premi\u00e8res analyses !<\/p>\r\n<p id=\"\">\u200d<\/p>\r\n<p id=\"\">Un peu perdu ? Si vous souhaitez mais que vous ne savez pas par o\u00f9 commencer, vous pouvez jeter un oeil \u00e0 notre article <a id=\"\" href=\"https:\/\/www.emil.school\/articles\/exemple-plan-de-taggage\">sur les plans de taggage.<\/a><\/p>\r\n<p id=\"\">Sinon, Emil propose **<a id=\"\" href=\"https:\/\/www.emil.school\/programmes\/tracking-product-analytics\">une formation tr\u00e8s compl\u00e8te sur le sujet**.<\/a><\/p>\r\n<p id=\"\">\u200d<\/p>","_contenu_de_larticle":"field_6412588b55814","titre_de_la_banniere":"","_titre_de_la_banniere":"field_6422eb732c237","paragraphe_de_la_banniere":"","_paragraphe_de_la_banniere":"field_6422ed834a968","intitule_du_bouton_de_la_banniere":"","_intitule_du_bouton_de_la_banniere":"field_6422ed934a969","lien_du_bouton_de_la_banniere":null,"_lien_du_bouton_de_la_banniere":null,"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.6) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Les 4 meilleurs outils de tracking &amp; 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