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Google Analytics (GA) is a free service offered by Google that generates detailed statistics about the visitors to a website. Its main highlight is that a webmaster can optimize his/her AdWords advertisement and marketing campaigns through the use of GA’s analysis of where the visitors came from, how long they stayed on the website and their geographical position.

Google Analytics is a free web analytics tool offering detailed visitor statistics. The tool can be used to track all the usual site activities: visits, page views, pages per visit, bounce rates and average time on site etc.

But it can also be used to specifically track Adsense traffic, therefore helping webmasters to optimize Adwords adverts based on where visitors come from, time on site, click path and geographic location.

Google analytic is a technique which shows that how the visitors found the owner’s site, and how they explored it. With this information one can do necessary editing in his website to generate more visitors to enhance return on investment (ROI).

Web analytics is the measurement, collection, analysis and reporting of internet data for purposes of understanding and optimizing web usage.
Web analytics is not just a tool for measuring website traffic but can be used as a tool for business research and market research. Web analytics applications can also help companies measure the results of traditional print advertising campaigns. It helps one to estimate how the traffic to the website changed after the launch of a new advertising campaign. Web analytics provides data on the number of visitors, page views, etc to gauge the traffic and popularity trends which helps doing the market research.
There are two categories of web analytics.
Off-site web analytics
On-site web analytics.
Off-site web analytics refers to web measurement and analysis regardless of whether you own or maintain a website. It includes the measurement of a website’s potential audience (opportunity), share of voice (visibility), and buzz (comments) that is happening on the Internet as a whole.
On-site web analytics measure a visitor’s journey once on your website. This includes its drivers and conversions; for example, which landing pages encourage people to make a purchase. On-site web analytics measures the performance of your website in a commercial context. This data is typically compared against key performance indicators for performance, and used to improve a web site or marketing campaign’s audience response.

Features of Google Analytics

Data visualization tools including a dashboard, scoreboards and motion charts, which display changes in data over time.
Custom reports.
Email-based sharing and communication.
Integration with other Google products, such as AdWords, Public Data Explorer and Website Optimizer.

Uses of Google Analytics

The Google analytics Tracking code: Google Analytics will only track pages that contain the Google Analytics tracking code, this is a small Javascript snippet that needs to be added to each page of your site, either manually or through the use of plugins or tool. For a static webpage or if you want to manually install the code into your pages, copy and paste the code segment into the bottom of your content, immediately before the body tag of each page that you wish to track.
The Dashboard and Analytical Reports: Log into Google Analytics and you’ll arrive at dashboard, the central hub that gives you an overview of all the popular reports (visitors, content, traffic sources and the cool map overlay) generated by Google Analytics. You can customize this page by changing what reports are shown, as well as dragging and dropping the reports into a format that suits your needs.
Analytics and E-commerce: After you have enabled ecommerce transactions, Google Analytics will generate very detailed reports about every single transaction. By using Google Analytics with your Ecommerce website, you can gain valuable insights about your transactions, ROI, and customers.
Analytical Goals: As a simplified explanation, Goals are only a page view, nothing complicated about that. If you define a goal in Google Analytics, you are telling it what page view constitutes the completion of a Goal, and Analytics then tracks it. It is an easier way to generate the reports that you need as well as a great way to measure your business objectives.
Custom Reporting: Custom reports in Analytics give faster access to the information you need and less data reports to sift through. Simply, they remove the data that is relevant to you, leaving you with the bare bones reports that you need. You choose the information and metrics you want to see, organized in the way you want to see it.

How Beginners can Use Googla Analytics

following are the steps which any beginner can follow for the effective usage of Google analytics.
Google Analytics is a powerful tool for monitoring all aspects of your websites traffic, from referrals to search engine activity. Like any application designed to do so much, Google Analytics comes with a rather steep learning curve, which can be intimidating at first.
Set up an Account: In order to use Google Analytics, you’ll need to set up an account with them. This will provide you with a unique identifier to add to your site. You can only access information about your own site; you will not be allowed access to information for other sites unless the site owner explicitly grants it to you. The only people with access to your information will be yourself, and those you give special permissions to.

Insert Google Analytic javascript into web pages: You must insert the code that Google Analytics provides you with into every page you want tracked.
View site performance: The moment you set up your account and insert Google’s Javascript into your pages, Google Analytics will be ready to provide you with charts that will give you an overview of your site’s performance.
Access the site daily & hourly: This feature enables the site owner to access that at which hour of the day, which days of the week the site was on its peaks. So that further steps like any conversions needed should be made to get highest traffic on that particular time scales.
See carefully where the traffic comes from:  it helps in getting the data about from where the traffic is coming to owner’s site, whether from search engines or the links of other websites. This helps in accessing the geographical location of the visitors.
Advantages of Google Analytics

Google Analytics offers a host of compelling features and benefits for everyone from senior executives and advertising and marketing professionals to site owners and content developers. Following are the main advantages of Google analytics:-
It has all the features you need to improve online marketing performance.

It is easy to learn and easy to use.

It can be integrated with your Google AdWords account.

It has the ability to track campaigns from multiple sources.

Motion Charts add sophisticated multi-dimensional analysis to most Google Analytics reports.

Create, save, and edit custom reports that present the information you want to see organized in the way you want to see it.

One of the advantages of Google Analytics is that it will allow you to view how many visitors your site is getting based on a specified time frame (from one day to all time). You’ll be able to drill-down and see where visitors are coming from geographically, whether they found you via a search engine (and which keywords they used), or whether they were referred by another website.

Another advantage of Google Analytics is that it will provide you with further data on your visitors such as which web browser are they using, what is their monitor resolution, what is their Internet connection speed (ie. dial-up vs. broadband), do they have JavaScript support turned on or off, etc. This data will help the web designer to optimize the website for the majority of your visitors, as you’ll be able to view your own website from their perspective.

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