Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. A premium version is also available for a fee.The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It is the most widely used website statistics service,currently in use on around 55% of the 10,000 most popular websites.Another market share analysis claims that Google Analytics is used at
around 49.95% of the top 1,000,000 websites (as currently ranked by Alexa)
GA can track visitors from all referrers, including search engines, display advertising, pay-per-click networks, e-mail marketing and digital collateral such as links within PDF documents.
Integrated with AdWords, users can now review online campaigns by tracking landing page quality and conversions
(goals). Goals might include sales, lead generation, viewing a specific
page, or downloading a particular file. These can also be monetized. By
using GA, marketers can determine which ads are performing, and which
are not, providing the information to optimise or cull campaigns.
GA's approach is to show high-level, dashboard-type
data for the casual user, and more in-depth data further into the
report set. Through the use of GA analysis, poor performing pages can be
identified using techniques such as funnel visualization, where
visitors came from (referrers),
how long they stayed and their geographical position. It also provides
more advanced features, including custom visitor segmentation.
If your site sells products or services online, you can use Google Analytics e-commerce
reporting to track sales activity and performance. The e-commerce
reports show you your site’s transactions, revenue, and many other
commerce-related metrics.
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