Google Analytics
The idea behind Google Analytics is similar to AdWords conversion tracking: add a code snippet to your web pages so that you can understand what works and what doesn’t. However, comparing Google Analytics to AdWords conversion tracking is a bit like comparing a fully loaded Ferrari to a Ford Model T. Both programs are intended to help website owners understand website dynamics so that they can make better business decisions and enhance performance. But beyond shared goals, there really is no comparison.
Note
Google Analytics and AdWords conversion tracking do not interfere with each other. In other words, there’s no reason you can’t have both running at the same time.
Google Analytics offers a wide breadth of functionality. To start with, the program shows you where your visitors come from and how they interact with your site. Ultimately, you can use this feature to calculate your rate of return for each AdWords keyword.
In addition to basic conversion tracking, Google Analytics offers:
Visitor flow tracking through your site
Understanding the sources of referrals to your site
Page view information across your entire site
Advanced conversion reporting
Funnel analysis
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