We are looking to consolidate our technology stack into a more manageable size and one of the areas we are investigating is potentially changing our Web Analytics tool with Elastic RUM. After making a side-by-side comparison of data being collected at the front end, we realised that Elastic RUM agent is able to cover at least 70% Web Analytics data. Many of those it does not cover can be instrumented via tags and labels and custom transactions. We still need to do more in depth investigation to cover edge cases.
Another thing we are clear with is the analytics reporting and dashboards which Kibana does not have (for instance: user churn, marketing goals, funnels, etc).
However, we have been building our own web analytics dashboards and reports using Tableau and are interested more in the collection of analytics data. We have various data stores, including in-memory databases which Tableau connects to. Our BI specialists, Web Analysts, and data scientists can be tapped to create complex correlations info and generate any dashboard and visualisation business requires.
Question (mainly to the Elastic team): is using Elastic RUM agent to collect web analytics data a sound direction? Can you see any downsides/problems with this? We'd love to consolidate all our observability and analytics collection and pre-processing around Elastic. Imagine, a single agent to rule them all