The concept of advertising has changed a lot after the introduction of internet related technologies. Earlier advertisers were able to concentrate on groups or mass of people because of their limitations in reaching individuals. But now, internet related technologies made it possible to produce ads suitable to the individuals rather than the groups. There are plenty of ways to analyze how well the ads are influencing the website visitors. The Google Analytics help to track one’s blog easily and with lots of metadata. “It adds the asynchronous tracking code for Google Analytics and automatically tracks and segments all outbound links from within posts, comment author links, links within comments, blogroll links and downloads” (Google Analytics for WordPress, n. d). “Google Analytics” is the enterprise-class web analytics solution that gives rich insights into website traffic and marketing effectiveness. With Google Analytics, you’re more prepared to write better-targeted ads, strengthen your marketing initiatives and create higher converting websites.” This paper briefly analyses how Google analytics tools are used and the information it provides to the users.

Google analytics tools

Google Analytics is implemented in the form of a “page tag” which is referred as the Google Analytics Tracking Code (GATC).  GATC is a hidden snippet of JavaScript code which the user adds onto every page of his or her website and this collects private visitor data and sending it back to Google data collection servers for processing just like a beacon. The collected data normally processed hourly even though in cases it can take even more time. Apart from transmitting information to Google servers, the GATC also sets first party cookies on each visitor’s computer which is used to store anonymous information such as whether the visitor has been to the site before or not, timestamp of his/her visits and the referrer site from which the visitor come from.

Google analytic tools can help analysts, marketers, IT teams, and executives to analyze the market trends or industry climate more accurately. PadiTrack,AnalyticsVisualizations, GA Data Grabber, 4Q iPerceptions Inc, CallTrackID, WordStream, Keyword Management for SEO etc are some of the popular Google analytic tools which help to analyze the market trends more clearly. PadiTrack helps to visualize instantly the conversion funnel for any major event and it works for sales, sign-ups, downloads, contact inquiries and anything else a marketer can think of whereas Visualizations provide answers about  what sites are linking to you and what content is benefiting the most. GA Data Grabber is advanced data visualization and analysis tool that eliminates manual data processing work and leads to significant time-savings and it can be used for quickly checking the latest figures, for automating regular KPI reporting, and for in-depth ad-hoc analysis (Google Analytics Application Gallery, 2009). Google analytics also help to track the telephonic enquiries from various routes which will enable the marketers to evaluate the impacts of their marketing campaigns at various people or regions across the world.

One of the major problems associated with the functioning of GATC is from web browsers like Interent Explorer Firefox etc. Because of the increased importance given to the security features, these web browsers can block the GATC from planting any data grabber in the websites. These web browsers will ask the users whether to allow the java script running or not. In other words, it is not necessary that all the users are being tracked, and hence the data collected need not be the actual ones. Privacy networks like can mask the user’s actual location and can present inaccurate geographical data which is another threat for the successful tracking using GATC.  

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