- Clean user interface and very beginner friendly
- ‘Freemium’ pricing
- Measure audience demographics and psychographics
- Closed-off API & limited developer support
- Siloed data is only available for 30-day periods
- Web and app analytics are relatively generic in free version
Data is the name of the game these days. That’s why tools like Google Analytics, HotJar, or Kissmetrics give website owners and developers a better understanding of their audience demographics. Quantcast’s Measure platform comes into this crowded market with a unique take on audience insights. Packaged as an affordable “freemium” option, Measure is a tool that could change your entire data regime or become a waste of space.
The Quantcast difference
To begin, Quantcast Measure is a simple platform for beginners and the technically challenged. With its seamless interface and simple navigation, Measure can be learned quickly. We would argue that Measure’s user interface is easier to digest than Google Analytics. Though there’s a learning curve starting out on the platform, the excellent customer support and knowledge base facilitate a smooth onboarding.
Aside from its stunning and crisp presentation and easy-to-understand dashboards, toggling and monitoring audience engagements with your website or mobile app is relatively easy. All you need to do (like similar platforms) is create a free account, input the necessary information, and click through the prompts to generate a key to implement in the back-end of the website or app you wish to track.
Content management systems like WordPress have plugins built by Quantcast to simplify this process.
The plethora of setbacks in the free version
With the free edition of Measure, ‘you get what you get.’ Being a free product in this capacity, you can’t expect game-changing insights from the platform’s analytics. The free insights can be obtained from other platforms, including Google Analytics. There are proprietary visualizations and analysis panels on Measure’s platform; however, that’s the only differentiation that’s presented.
The datasets used in Quantcast Measure also has several shortcomings. First, data is only displayed in 30-day increments. Plus, you can’t slice up the information you’re using to run a more in-depth analysis. And there’s no way to conduct keyword research, track historical audience performance, or view actionable cross-platform performance.
Developers, truthfully, shouldn’t fret too much when it comes to the Quantcast Measure API; however, they should be aware of a few things.
First and foremost, the company’s API is closed, and developers must apply to get access to the various keys they may need for developing integrations. Second, the support network for the developer community is lacking. The company has a track record of not responding in a timely fashion to inquiries.
Measure Enterprise developers get access to the company’s REST API and reportedly several third-party integrations.
Quantcast Measure is a priced with a “freemium” approach; the platform’s essential features are free to use. Premium features that would benefit a large organization or a website with a high-volume audience come at an additional cost. There’s no set price for the Measure and Measure Enterprise options, though enterprise pricing is determined on a quote-per-customer basis.
A similar pricing structure is seen with the Google Analytics platform. The primary tool is free and offers a variety of analytics and metrics that can supplement any raw data; however, more in-depth insights cost money– sometimes a lot of money.
Let’s level for a second. If you want deep, enriching insights into your web audiences, you’re going to have to pay for it. That’s why Quantcast Measure, in its basic form, is primarily useful for supplemental analysis to existing data. Granted, the audience prediction tools and trends are reasonably advanced. This is especially the case for political and consumer insights the platform produces once your web properties are quantified; however, there isn’t much else that’s ground-breaking.
Once you convert your Measure account to an enterprise one, you get the full power of the Quantcast infrastructure. This makes the tool a far better option if you choose to spend money. As we concluded with the free edition of Google Analytics, Quantcast Measure is an excellent beginner-friendly tool for entry-level analysis.
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