What users are saying about
1 Ratings
9 Ratings
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Score 8.3 out of 101
1 Ratings
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Score 7 out of 101

Likelihood to Recommend

Comscore Ad Metrix

Ad Metrix is well suited for teams that are directly tied to sales teams as well as teams that use DMP and other platforms to help target and retarget specific users for ads or site visits/views.
It may not be as useful if the organization is not targeting specific users or isn't interested in their consumption habits and what competitors are focusing on.
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Hitwise

Hitwise is best suited for looking at overall traffic behavior or a site or industry. It will help you quickly identify the where and the what when it comes to consumer behavior (i.e. what are they doing before they visit your site, where are they going after). It tells you a lot about who they are and what sparks the initial trigger.Where it isn't super appropriate is when you need to look at a specific term like "are eggs healthy" and you can't identify where that specific term falls in the overall "egg" searches.
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Pros

Comscore Ad Metrix

  • AdMetrix Quick Reports is an excellent tool to help full a broad variety of reports across our advertising and industry/trends in general. It helps to quickly and efficiently access reports and maximize usage of the tool.
  • Advertiser Trend is especially helpful to pull trending data for various publishes and target audiences across large periods of time.
  • Demographic Profile has been helpful to pull various metrics across a specific target audience. This helps provide data to Ad Sales to target correct users in specific demographics with well placed ads.
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Hitwise

  • Up/down stream traffic
  • Search term identification
  • Geographic location
  • Specific site data for small scale websites
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Cons

Comscore Ad Metrix

  • Tagging - I have trouble tagging/tracking client pages with pretty much any platform I use. ComScore is no different. I prefer using Google Analytics and Tag Manager to tag and track client pages as the clients seem to understand how to implement them a bit easier than any other type. Mobile tagging is especially clunky.
  • Social analytics - there needs to be better integration with social profiles and platforms. Clients are asking about this a lot more now. We can get data straight from the social platform dashboard, i.e. Facebook Business Manager, but it would be nice to have this integrated with web analytics in one place.
  • Processing time - Pulling reports with a lot of data can take what seems like forever. Speeding up the data pull process would be huge.
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Hitwise

  • Sometimes the insights seem a little bit basic
  • Reporting function is hard to deal with sometimes
  • Access to sales/purchase data
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Alternatives Considered

Comscore Ad Metrix

I use all three. Personally, I do not like Omniture. It feels clunky and I have to dig to find what I want. I use Google Analytics everyday just because of how much of an industry standard it is. A lot of clients also will use the Google Analytics tool and come to us with questions regarding the data they see in it. I think the benefit that ComScore has over the other two is the breadth of data it supplies in one platform and the intuitive setup and navigation features.
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Hitwise

Selected Hitwise because it is much better for insights on small-scale websites
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Return on Investment

Comscore Ad Metrix

  • I don't have any hard numbers on how ROI has improved, but in terms of gaining client trust, the data and insights we glean from ComScore help us to support our rationale for the media recommendations we make on a regular basis.
  • The tool is an industry standard that clients are familiar with so they trust the data we pull from ComScore.
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Hitwise

  • Media planning
  • SEO
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Pricing Details

Comscore Ad Metrix

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details

Hitwise

General

Free Trial
Free/Freemium Version
Premium Consulting/Integration Services
Entry-level set up fee?
No
Additional Pricing Details

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