Google Analytics can tell you all sorts of useful stuff about visitor traffic, referral sources and user behaviour on your website. However, it won’t tell you anything about how your brand, products or website are perceived by your target audience.
You’ll need social analytical tools to give you insights about sentiment, reach and influence. I guess just about everyone starts their web analytics experience with Google Analytics, and it’s probably one of the best free tools available. Naturally one of the great advantages of Google Analytics is that it neatly dovetails with Google Adwords PPC platform.
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Something to remember when using Google Analytics or any analytical tool is that the default settings will seldom if ever give you anything like a complete or accurate picture of your visitors and website activity. Instead, you’ll want to customise Google Analytics applying the right rules, settings and tracking features to meet your reporting needs. If in doubt, get some professional help.