KISSMetrics offers flexibility, power, and a robust feature set. You can track almost anything your heart desires and go way beyond simple page views to track form completions, behaviour across multiple devices, customer value over time, and way more.
By aliasing anonymous cookie data with identifying information like an email address, KISSMetrics is not just a web analytics tool -- it doubles as a customer database. You can store detailed purchase information and see how it correlates with the web activity you are tracking. Seeing a complete view of an individual's interactions with your site and business over time is great.
On top of this, the interface is attractive and contains a number of very powerful reports. Funnel analysis is an extremely important view for any ecom business as are reports that let you build ad hoc queries to drill down on very specific segments.
KM also has a range of very useful integrations with other sales and marketing tools like Salesforce, Marketo, and so on.
The natural comparison for KM (which they encourage in their marketing material) is with the industry's 900 pound gorilla, Google Analytics.
KM has advantages over Google Analytics as mentioned above -- but anyone approaching this platform with a GA reference point may encounter a few surprises.
Firstly, a KM implementation is not a small matter and requires a developer if you want to heavily customize it.
With GA you can drop in some tracking script (or not touch any script at all if you are using a plugin on some popular CMSs like Wordpress), and watch the data pour in.
Example of events that are not by default tracked at all in KM are specific page views, time on site, demographic information, and so on.
The interface also has a learning curve. You need to understand WHAT question you want to ask the tool and then make sure that is reflected in your report configurations. If you get confused about the events you have set up or about the different filters you are layering together, you could mislead yourself with inaccurate data.
On top of this, with detailed queries or big data sets, the reports are sometimes slow to load.
Lastly, if you rely heavily on Adwords auto-tagging you are out of luck and need to make sure you are tagging your campaign URLs manually to record data. That could be a time consuming process if you have a big Adwords account.
We wanted a way to track detailed, person-level web and product activity that was flexible and reliable. We wanted a useful reporting interface and also the ability to export the data into a data warehouse for analysis in conjunction with other data sources.
KISSMetrics successfully met these needs.
Having gone through the implementation, we now have a very powerful tool for tracking activity across any of our websites and inside our product. We can line up web behaviour with demographic data in our CRM or purchase data and really understand how these behaviours correlate with business results.