Analytics Versus Reporting

I’ve just started contributing a bit to the Wikipedia article on Web Analytics. My main focus right now: The difference between web analytics and web traffic reporting.

To me:

Analytics is the practice of analysis, where a person looks at data and attempts to draw useful conclusions.

Traffic reporting is usually done by software, like Google Analytics (a confusing name) or Omniture.

I’ve talked about this before, but I think it’s becoming my latest internet crusade. Free the analyzers! Give them credit where credit is due!

CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

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