Google Analytics has some very important uses, however it won’t tell you anything about how your brand, products or website are perceived by your target audience. Google Analytics can tell you all sorts of useful stuff about visitor traffic, referral sources and user behaviour on your website.
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.
Another thing to consider is that different analytical tools do things differently, so the data you get is always somewhat subjective. If you use two analytical tools to measure roughly the same things the chances are you’ll get two different sets of results. If you’re looking for some mythical absolute data accuracy the chances are you’ll have a long wait.