Integrated with AdWords, users can now 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. Google Analytics' approach is to show high-level, dashboard-type data for the casual user, and more in-depth data further into the report set. Google Analytics analysis can identify poorly performing pages with techniques such as funnel visualization, where visitors came from (referrers), how long they stayed on the website and their geographical position. It also provides more advanced features, including custom visitor segmentation. Google Analytics e-commerce reporting can track sales activity and performance.
On September 29, 2011, Google Analytics launched Real Time analytics, enabling a user to have insight about visitors currently on the site. Each profile generally corresponds to one website. It is limited to sites which have a traffic of fewer than 5 million pageviews per month (roughly 2 pageviews per second) unless the site is linked to an AdWords campaign. Google Analytics includes Google Website Optimizer, rebranded as Google Analytics Content Experiments. Google Analytics' Cohort analysis feature helps understand the behavior of component groups of users apart from your user population. It is beneficial to marketers and analysts for successful implementation of a marketing strategy.
Google Analytics is implemented with "page tags", in this case, called the Google Analytics Tracking Code, which is a snippet of JavaScript code that the website owner adds to every page of the website. The tracking code runs in the client browser when the client browses the page (if JavaScript is enabled in the browser) and collects visitor data and sends it to a Google data collection server as part of a request for a web beacon. The tracking code loads a larger JavaScript file from the Google web server and then sets variables with the user's account number
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