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Google Analytics is a web analytics service offered by Google that tracks and reports website traffic and also mobile app traffic & events, currently as a platform inside the Google Marketing Platform brand.
Web analytics focuses more on the performance of a website as a whole. Web tracking will give insight on how a website is being used and see how long a user spends on a certain page. This can be used to see who may have the most interest in the content of the website. [6]
Urchin became one of the more popular solutions for website traffic analysis, particularly with ISPs and web hosting providers. This was largely due to its scalability in performance and its pricing model. Urchin Software Corp. was acquired by Google in April 2005, forming Google Analytics. In April 2008, Google released Urchin 6.
Web analytics is the measurement, collection, analysis, and reporting of web data to understand and optimize web usage. Web analytics is not just a process for measuring web traffic but can be used as a tool for business and market research and assess and improve website effectiveness.
UTM parameters. Urchin Tracking Module ( UTM) parameters are five variants of URL parameters used by marketers to track the effectiveness of online marketing campaigns across traffic sources and publishing media. They were introduced by Google Analytics ' predecessor Urchin and, consequently, are supported out of the box by Google Analytics.
There are several tools to track online ads: banner ads, ppc ads, pop-up ads, and other types. Many online advertising companies such as Google offer their own ad tracking service (Google Analytics) in order to effectively use their service to generate a positive ROI. Third-party ad tracking services are commonly used by affiliate marketers.
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