Google Analytics, while intended for marketing professionals, gathers and reports on information that can be extremely useful during design, testing, and administration.

Google Analytics is a free service offered by Google that generates detailed statistics about visitors to a website. It is typically used by marketers to manage and maximize the conversion rates of their ad campaigns and is the most widely used website statistics service in the world.

The information gathered tells a story on the users, and how they interact with your website. It tells you:

  • Who came to your site
    • Company (ARIN lookup)
    • Network details (connection speeds)
    • System details (browser, OS, etc)
  • Where they came from
    • Geographic location
    • Referring sources
    • Campaigns
  • What they did when they were there

These statistics become very powerful to administration teams when they are overlaid with performance and uptime monitoring data. With this combination we are now able to answer specific questions such as:

  • How much in dollars is a snappy web response time worth to my company? Identify fast vs slow customer profiles, and correlate their corresponding conversion rates and ROIs.
  • What is my cost of downtime? Cost of wasted advertisements + Lost revenue during downtime + FTE troubleshooting time.
  • Where should I spend my time improving performance? Identify user profiles, geographic locations, and pages that a) generate the most revenue b) have the most traffic or c) have the highest bounce rates. These are the segments where you can produce the greatest results.

By watching your customers access and navigate through your site and pairing that data with performance and uptime data from an end-user’s point of view, you can understand exactly how response times and availability effect the end-user experience and return of your website.