In late 2005, Internet behemoth Google purchased leading web analytics firm
Urchin and began offering the service free of charge to certain well-placed
technology publications’ web sites. It wasn’t long before Google launched the
Google Analytics service based on the Urchin software, free to the general
public. Response was incredible — overwhelming — and a quarter of a million
new accounts were created overnight, with an estimated half to threequarters
of a million web sites tracked.
All of this caught Google unprepared, and people had to be turned away
because there weren’t enough resources to support everyone who wanted an
account. Google began taking e-mail addresses for interested webmasters who
couldn’t be accommodated at launch.
How did this happen? How did Google so grossly underestimate the demand
for Google Analytics? After all, at $200/month, Urchin did only well—they had
good software and a relatively low price point for the industry, but they weren’t
exactly inundated with clamoring customers.
Apparently, assessments based on Urchin’s sales weren’t exactly accurate.
The demand for real analytics is huge and the price tag of “free” is exactly the
price tag that draws in the masses.
But what are analytics? Most webmasters know enough to realize that they
need analytics. But do they know how to read them? How to use them? Are
analytics just “site stats on steroids,” or can they be used by the average webmaster,
who is a layman not a professional, to improve the performance of a
web site?
The purpose of Google Analytics is to explain the concepts behind analytics
and to show how to set up Google Analytics, choose goals and filters, read
Google Analytics reports and graphs, and use that information to improve
your web-site performance.
You’ll also find numerous examples of how other companies use these
reports to do business better. The authors have even included examples
(though sometimes not flattering) of their own sites and usage patterns to help
you understand the value of Google Analytics.
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