Analytics

Page views or events

Traditional analytics counts sessions and pages. Product analytics counts events performed by identified users. They answer different questions and mixing them up wastes a quarter.

If the question is which marketing works, the first shape fits. If it is which feature retains, the second does.

The questions vendors answer differently

Sampling above a volume threshold, retention window on raw data, whether you can access the underlying events, and where the data is stored. Each of those is a limitation that only appears when you need it.

Cost drivers

Events, users, sessions, or seats, sometimes several at once. Model the bill at twice your current traffic before signing anything annual.

Compliance

Consent handling, IP truncation, data residency and a data processing agreement are not optional if you have European visitors. Check what the tool supports before installing it, not after.