Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales. The product is aimed at marketers as opposed to webmasters and technologists from which the industry of web analytics originally grew. It's the most widely used website statistics service.
The basic service is free of charge and a premium version is available for a fee.
Google Analytics can track visitors from all referrers, including search engines and social networks, direct visits and referring sites. It also displays advertising, pay-per-click networks, email marketing and digital collateral such as links within PDF documents.
History
Google acquired Urchin Software Corp. in April 2005.Google's service was developed from Urchin on Demand. The system also brings ideas from Adaptive Path, whose product, Measure Map, was acquired and used in the redesign of Google Analytics in 2006.Google continued to sell the standalone, installable Urchin Web Analytics Software through a network of value-added resellers until discontinuation on March 28, 2012.
The Google-branded version was rolled out in November 2005 to anyone who wished to sign up. However due to extremely high demand for the service, new sign-ups were suspended only a week later. As capacity was added to the system, Google began using a lottery-type invitation-code model. Prior to August 2006 Google was sending out batches of invitation codes as server availability permitted; since mid-August 2006 the service has been fully available to all users – whether they use Google for advertising or not.
The latest version of Google Analytics tracking code is known as the asynchronous tracking code,which Google claims, is significantly more sensitive and accurate, and is able to track even very short activities on the website. The previous version delayed page loading and so, for performance reasons, it was generally placed just before the </body> body close HTML tag. The new code can be placed between the <head>...</head> HTML head tags because, once triggered, it runs in parallel with page loading.
In April 2011, Google announced the availability of a new version of Google Analytics, featuring multiple dashboards, more options of custom reports and a new interface design. This version was later updated with some other features such as real-time analytics and goal flow charts.
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