Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine optimisation (SEO) and marketing purposes. The service is available to anyone with a Google account.
Google originally bought Urchin Software Corporation in April 2005 and used that company’s Urchin on Demand product as the basis for its Google Analytics service.
Google Analytics features include:
- Data visualization tools including a dashboard, scorecards and motion charts, which display changes in data over time.
- Segmentation for analysis of subsets, such as conversions.
- Custom reports.
- Email-based sharing and communication.
- Integration with other Google products, such as AdWords, Public Data Explorer and Website Optimizer.
Google Analytics is geared toward small and medium-sized retail websites.
