Abstract

On the internet, statistical tools are essential to measure the results of online marketing campaigns. The lack of those tools is annoying because companies cannot make decisions based only on intuition and expectations. A webmaster has to know clearly the objectives and targets, and has to fight to enlarge the user base and to improve their conversion rates. Google Analytics offers the best statistical service: good quality, friendly interface and free service. It offers not only statistical data, but improves the ROI of the companies, i. e., it helps them to earn more money. This is why Google Analytics is used more and more everywhere.