Google Analytics is a service that generates detailed statistics about the visitors to a website.  It’s contain 80 different metrics that can give you insight into visitor behavior, traffic levels, and visitor distribution.  Here are just a few examples of the metrics available:

• Number of daily visitors
• Top visited pages
• Top exit pages
• Average time spent within your site
• Average number of pageviews per visit
• Visitors geographic location
• Bounce Rates
• Average Conversion rate

Google Analytics also integrates seamlessly with Google’s AdWords pay-per-click advertising platform.  Once the two accounts are linked users can review online campaign goals.  Common campaign goals include:

• Sales
• Lead generation
• Specific pageviews
• Downloads a particular file
• ROI

By using Google Anaylitcs, you can determine which ads are performing, and which are not.  This information allows you to better optimize PPC campaigns for higher conversion rates.