Google Analytics is a free tool available for use by anyone with Google credentials. Primarily it is a Web Analytics tool which can be used for SEO related activities.
This tool was initially developed by Urchin Software Corporation and offered to clients as “Urchin on Demand”. Then in April 2005, Google made its move and added Urchin Software Corporation to its list of acquisitions. The product offering was then rebranded as Google Analytics after adding in a few modern tweaks to the base architecture.
The main features of Google Analytics are depicted below:
1. Real time data visualization tools like dashboards, scorecards and motion charts. Any changes in real time data traffic instantly leads to updates in the underlying visuals.
2. Segmentation functionality which can lead to better subset analysis like conversions.
3. Creation of custom reports depending on specific client requirements.
4. Real time sharing and communication models through the use of e-mail and other media sharing platforms.
5. Inbuilt integration with other Google software products as part of the total product portfolio. A good example would be Google Analytics close linkage with Google AdWords.
Google Analytics is meant primarily for a customer base having a small to medium sized website. This product offering is not suited to meet the needs of complex websites maintained by large, commercial entities.
The Google Analytics API can be used by 3rd parties for developing custom applications like reporting tools.
However, there are some strict limits and quotas governing the API’s usage under these scenarios.
Some of the main benefits for clients emanating through the usage of the Google Analytics tool are listed below:
1. Critical and most frequently accessed data can be setup for viewing in the Dashboards section.
2. Easier to identify which online campaign is generating the greatest amount of traffic/conversion.
3. Inbuilt Geo-positioning feature helps to identify the regions from where visitor traffic is the maximum.
4. Easier to analyze which pages on a client’s website is the most visited and what most visitors are searching for.
5. Ability to create stunning visuals which identify details of a sessions CTR.
6. Identify the content and attached pages which keep visitors on the website the longest.
7. Helps to identify the web pages in dire need of SEO techniques to improve traffic statistics.
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