Google Analytics generates detailed statistics on website visitors.  It is aimed at marketeers as opposed to webmasters and technologists, as marketing is fundamentally where the concept of web analytics originally began.

Google Analytics tracks visitors from all referrers, including search engines, display advertising, pay-per-click networks, email marketing and even digital collateral, such as links within PDF documents.

Integrated with AdWords, users can optimise online campaigns by tracking landing page quality and conversions (goals). Goals may include sales, lead generation, viewing a specific page or downloading a particular file.  This information can also be monetised.  In using Google Analytics, marketeers can determine which ads are performing best, giving clear indication of whether to optimise or cull campaigns.

The approach of Google Analytics is to illustrate the highest level of dashboard-type data for the casual user, as well as more in-depth data further into the report set. Through the use of Google Analytics analysis, poor performing pages can be identified using techniques such as funnel visualisation, where visitors came from (referrers), how long they stayed and their geographical position. It also provides more advanced features, including custom visitor segmentation.

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