Product name: Google Analytics

Product reference number

368

Marketing Classification

Search Engine Marketing

System Main Classification

Campaign

System Sub Classification

Search Engine Marketing

General introduction

Google Analytics is a service offered by Google that generates detailed statistics on the visitors to a website. It can track visitors from all referrers, including search engines and pay-per-click networks. Integrated with AdWords, users can optimize online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, and viewing a specific page etc. These can also be monetized. By using Google Analytics, marketers can determine which pages are performing, and which are not providing the information to optimise the campaigns.

Key benefits

A visitor's behavior is monitored every time he visits the page(traffic sources).
Data about website content performance is being stored -> good base to improve website content, navigation etc.

Website manager perspective

Through the use of Google Analytics, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from (referrers), how long they stayed and their geographical position.