What is Google Analytics, and why is it important to my business?

Google Analytics is a website traffic analysis application that provides real-time statistics and analysis of user interaction with the website. Google analytics enables website owners to analyze their visitors, with the objective of interpreting and optimizing website’s performance. Google analytics can track all forms of digital media and referring upstream web destinations, banner and contextual advertisements, e-mail and integrates with other Google products.

The data provided by Google analytics is designed especially for marketing and webmasters alike in gauging the quality of traffic they are receiving and the effectiveness of their marketing efforts.

Google analytics can provide the response of a marketing campaign by tracking visitors from all the referring sites and the number of visitors converted to customers or members from each. Google analytics works by via a snippet of Javascript on the website to be monitored. There is no hardware or software to install as the application is entirely cloud based.

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring developer Urchin.

 

Google Analytics is the most widely used web analytics service on the web. Google Analytics provides an SDK that allows gathering usage data from iOS and Android app, known as Google Analytics for Mobile Apps.

 

Google analytics is used to track the website activity of the users such as session duration, pages per session, bounce rate etc. along with the information on the source of the traffic. It can be integrated with Google AdWords, with which users can 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. Google Analytics' approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (referrers), how long they stayed on the website and their geographical position. It also provides more advanced features, including custom visitor segmentation.[8] Google Analytics e-commerce reporting can track sales activity and performance. The e-commerce reports shows a site's transactions, revenue, and many other commerce-related metrics.

 

On September 29, 2011, Google Analytics launched Real Time analytics, enabling a user to have insight about visitors currently on the site. A user can have 100 site profiles. Each profile generally corresponds to one website. It is limited to sites which have traffic of fewer than 5 million pageviews per month (roughly 2 pageviews per second) unless the site is linked to an AdWords campaign.[11] Google Analytics includes Google Website Optimizer, rebranded as Google Analytics Content Experiments. Google Analytics' Cohort analysis helps in understanding the behaviour of component groups of users apart from your user population. It is beneficial to marketers and analysts for successful implementation of a marketing strategy.

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