Google Analytics is one of the most powerful tools that Google provides webmasters with for analyzing traffic information about its visitors. This service is very valuable for anyone looking to increase their web business and Google lets you use it free of cost. All webmasters should install the analytics code in their website and reap the following benefits:

1. Keyword Optimization: This program shows you which keywords are being used by visitors to reach your website. Using this gives you ideas on how you can optimize your keywords and the content to which your visitors are leaning towards.
   
   
2. Most popular pages and links: Google Analytics lets you know which links and pages are most popular on your website. Over time you will notice that 80% of your traffic is driven by 20% of your pages. This information should be used in determining the type of pages; users are most interested in and create similar content or list similar products.
   
   
3. Integrated with Adwords: If you are using an Adwords campaign then Analytics will give you reports that are fully integrated with Adwords. In short you will know exactly where your marketing dollars are being spent and what returns you are getting from them.
   
   
4. Tracking other campaigns: While Analytics works well with Adwords it can be used to track other campaigns as well. You can use it to keep score of your email marketing campaigns or your keyword optimization campaigns. It tracks information from all sources regardless of the search engine or the referral source.
   
   
5. Slicing and Dicing of Information: There is a mind boggling number of reports that you can generate using Google Analytics and the information can be sliced and diced to meet everyone's needs. From looking at which keywords generated maximum traffic to which countries the traffic came from. You can know the number of unique visitors that visited your website, the time that they spent on your site, how many links they clicked on and even their screen resolution! This becomes a very powerful tool when deciding on the direction that your content or product selection should take.
   
   
6. Ease of use and Scalability: Not only is this feature free, it is very easy to use and quite scalable. You just have to paste a snippet of code in your pages to make it work and there.

Google Analytics is a strongly recommended tool and using it gives you the benefit of having information at your fingertips that you never ever imagined possible. Do not let the fact that the service is a free tool fool you. Google Analytics is an invaluable service that can potentially help you to increase revenues from your websites.

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