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A Guide to Using Google Analytics

Alden DeSoto, Editor, Conversion University, Google, Inc.

Google Analytics is a free service from Google that shows how visitors found your Web site and how they interact with it. The information provided by Google Analytics is particularly useful for online marketers who want to focus their marketing resources and get the most value from their online advertising. Google Analytics is easy to use and quick to get up and running, while it also provides advanced testing and tracking capabilities for the most sophisticated marketers.

If you buy keywords on Google AdWords, you can use Google Analytics to learn which keywords send you the visitors most likely to turn into customers. Because you can see the portion of your revenue and ROI that is attributed to each keyword, you can fine-tune your spending and keyword selection. Google Analytics may be used directly from the AdWords interface and provides time-saving AdWords integration features.

Google Analytics also tracks non-Google search engines as well as other kinds of marketing initiatives, such as unpaid (natural or organic) search, affiliate and site referrals, and e-mail campaigns. You can custom-configure marketing campaigns on an ad-hoc basis for increased control over how your initiatives are displayed in reports. This is particularly useful in test campaigns for which you want to differentiate specific links within referrals or test across mediums (print, e-mail, blogs, etc.). For more information, take a look at some educational articles on Web analytics and online marketing best practices at

© 2006 Alden DeSoto. All rights reserved.

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