Google Analytics

Google Analytics is likely to remain one

of the most commonly used tracking programs because:

• Although it is not the most powerful tool available, it provides

access to a wide range of information that most marketers need.

• It integrates seamlessly with Google AdWords.

• Google has the ability to promote its Analytics program very

aggressively.

• It is free.

Because of its extensive use, and because the information it provides

shows up in a fairly similar form in most other tracking programs,

we will be using screen shots and references from Google Analytics

throughout the remainder of this section.

Programs like Google Analytics typically require developers to

include specific lines of code (that the program provides) within

each coded page of a site that the developer wishes to track. Depending

on the tracking program being used, these lines may need to be

installed in a very specifi c place within the code (for example, Google

Analytics requires that developers put the lines of code directly above

the </BODY> at the bottom of the page). Once installed, the tracking

software can begin to gather data and report back regarding site traffic.

Figure 13-1 shows the main screen or dashboard for Google Analytics,

after it has begun to collect data. While users can customize the information

so that data that is most important to them is presented on

the dashboard, the information provided in Google’s initial dashboard

set-up provides a good first glance at what is happening on the site.

Users can drill down deeper into each statistic for more information.

google analytics-user interface

Marketers look at all of the information gathered here and analyze

its meaning, seeking to gain a better understanding of who

is coming to the site, what visitors are doing within the site, and

whether or not the site is doing what is expected of it. In most

cases, the statistics provided by tracking programs only tell part

of the story. In-depth review of all the data can paint a positive or

negative picture that marketers use to make recommendations for

site evolutions.

In next posts you will be informed about tips and updates

from google analytics.