Google Analytics

Google Analytics is a free web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. This service is available to anyone with a Google account Google purchased Urchin Software Corporation in April 2005 and used Urchin on-demand product as the basis of that company's current service.

Google Analytics features include:

  • Data visualization tools, including dashboards, scorecards and speed charts, which show changes in data over time.
  • Partition for analysis of subsets, such as conversion.
  • Custom Reports
  • Email based sharing and communication
  • Integration with other Google products, such as AdWords, Public Data Explorer, and Website Optimizer.
  • Google Analytics is ready for small and medium-sized retail websites. There are limitations of service that make it less favorable for more complex websites and large enterprises. For example, the system collects data through a JavaScript page tag in which the user wants to collect data. The page tag function as a web bug to collect visitor information. However, because it is dependent on cookies, the system can not collect data for users who have disabled them. Google uses the sample in its reports instead of analyzing all available data

In addition, some security experts have expressed concern about privacy concerns in Google Analytics. Through the Google Analytics Dashboard, users can gather information about people whose websites are connected to social networking sites such as Facebook and Twitter

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