FREE WEB

ANALYTICS
FROM GOOGLE

HOW-TO GUIDE
 Free Web Analytics from Google
HOW-TO GUIDE

Google Analytics is a free application that provides website visit statistics designed to help
marketers track and optimize online advertising and search engine marketing (SEM) campaigns.
If you are interested in analyzing where your website visitors came from, page navigation, how
long they stayed on your site, and geographic location, Google Analytics can certainly help you.

Google Analytics Features

Keyword Campaign Comparison — all online advertisements, email newsletters, affiliate campaigns,
referrals, paid links, unpaid links, and keywords are tracked so you can evaluate across campaigns
and mediums.

Executive Summaries — reports on traffic, e-commerce, and conversion trends are provided within an
executive dashboard. There are three dashboards to choose from (Executive, Marketer, Webmaster)
that provide the ability to quickly view and compare revenue, conversions, and campaigns.

Google AdWord Integration — Google Analytics is accessible directly from the AdWords interface,
and automatically populates all keyword p cost data.

Trend Reporting - the Google Analytics interface provides reporting that compares metrics across
time to guide proactive decision-making.

E-commerce and Funnel Visualization — if you are running an e-commerce site, Google Analytics
traces all transactions to campaigns and keywords, helps identify loyalty and latency metrics, and
reports revenue sources. The funnel visualization feature helps marketers understand bottlenecks in
the checkout process so they can increase their chances of successful conversion.

GeoTargeting — this feature provides a visual map that highlights where your visitors are geograph-
ically located.

2 FREE WEB ANALYTICS FROM GOOGLE HOW-TO GUIDE

What are the Benefits of Google Analytics?
Free — the top benefit to organizations is the pricing structure, Google Analytics is a free application
that will not tie up internal resources.

Tight Integration — if you are already experimenting with Google AdWords, you will enjoy the
seamless integration that Google Analytics provides. ROI metrics are automatically calculated from
existing imported AdWord cost and keyword tracking data.

Solid Analytics — Google Analytics provides an excellent web analytics product, that contains most
features available in high-end solutions.

Scalability — since Google Analytics is a hosted solution, it doesn’t require any internal hardware
resources. This solution works well for both large and small organizations.

Bottom Line
Google Analytics is a simple method for piloting a web analytics program. As it is free to install
and use, be sure to add this application to your portfolio.

3 FREE WEB ANALYTICS FROM GOOGLE HOW-TO GUIDE

 Action Plan
STEP 1 - Discuss Analytics with Webmaster

Discuss Utilize Your Webmaster to

1 Analytics with
Webmaster Identify Data for Analytics

Have a meeting with your

Beware of Ad
2 Filtering
Webmaster to identify whether
this data is already available
from another internal analytics
solution. If not, suggest that
they sign-up and download
the free code.
Start Tracking
3 Campaigns

4 FREE WEB ANALYTICS FROM GOOGLE HOW-TO GUIDE

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