Google Analytics provides the exact numbers for how many people visit our website each day (hour, week, month, year), which pages they enter first, the one’s most viewed, how long visitors stay before they leave, the types of devices used to search, the effectiveness of different promotional strategies in play, and about a BILLION other incredibly important and useful things.
Google Analytics is the “go to” feedback tool for every web marketing manager today since it measures how ACTUAL site traffic is affected by our (and competitor) SEO and SEM efforts along with perpetual changes to the spider algorithm. Without it, business operators fly blind as airplanes without cockpit instrumentation or air traffic control support. Gatekeepers responsible for the setup and control of this information then must take special heed.
Google Analytics data tracking begins with a single piece of code (assigned to the SBU master gmail account) installed in the root folder of a top domain (on the server where the site is hosted). This idea of one piece of code per website is deliberate by design. Simply put, this is Google’s most powerful statement to companies with multiple SBU’s that each must have an autonomous website in order to compete optimally in their local market. To facilitate this, permission can easily be granted from separate accounts to construct one master corporate Google Analytics account for centralized access to all individual SBU accounts.