Google Analytics is a tool that allows the measurement, collection, analysis and reporting of website data for purposes of understanding and optimizing web usage. Google Analytics is a free and globally employed web analytics tool that accurately measures the website traffic and delivers the data that can be easily understood, and hence optimize the website for a better ROI. It is a service offered by Google that generates detailed statistics about the visits to a website. The product is aimed at marketers and is the most widely used website statistics service. 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.
In today’s rapidly expanding online environment, Google Analytics has evolved to be an important marketing tool used not just for measuring website traffic but also for business and market research, and to assess and improve the effectiveness of a website. It helps gauge traffic and popularity trends which is useful for market research. Google Analytics applications can also help you measure the results of traditional print advertising campaigns and helps one to estimate how traffic to a website changes after the launch of a new advertising campaign. Google Analytics precisely tracks almost all the activities on a website including the number of visitors, visits, pages viewed, time spent etc.
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