Google Analytics (abbreviated GA) is a free service offered by
Google that generates detailed statistics about the visitors to
a website. Its main highlight is that the product is aimed at
marketers as opposed to webmasters and technologists from which
the industry of web analytics originally grew.
GA can track visitors from all referrers, including search
engines, display advertising, pay-per-click networks, email
marketing and digital collateral such as links within PDF
documents.
Integrated with AdWords, users can review online campaigns by
tracking landing page quality and conversions (goals). Goals
might include sales, lead generation, viewing a specific page,
or downloading a particular file. These can also be monetized.
By using GA, marketers can determine which ads are performing,
and which are not, providing the information to optimise or cull
campaigns.
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