web analytics covers many areas that require different methodologies or data-collection techniques. For example, offsite tools are used to measure the size of your potential audience (opportunity), your share of voice (visibility), and the buzz (comments/sentiment) that is happening on the Internet as a whole. These are relevant metrics regardless of your website’s existence. Conversely, onsite tools measure the visitor’s onsite journey, its drivers, and your website’s performance. These are directly related to your website’s existence.
Web analytics is a business process used to continuously improve your online business.
Google Analytics is a tool to quantitatively measure what happens on your website. Google Analytics is an onsite visitor-reporting tool
Just because you have Google Analytics does not mean you are doing web analytics.
術語表
<a href="http://www.google.com/support/googleanalytics/bin/topic.py?topic=11285">www.google.com/support/googleanalytics/bin/topic.py?topic=11285</a>
如：Google Analytics Tracking Code（GATC）
通路位址
實施分析的步驟：
1. Gather and document business requirements.
2. Analyze and document website architecture.
3. Create a Google Analytics account and configure profiles.
4. Configure the Google Analytics tracking code and tag website pages.
5. Tag marketing campaigns.
6. Create additional user accounts and configure the following reporting features:
• Report access • Automated email report delivery • Reporting customizations (Custom Reports, Advanced Segments)
7. Perform the following optional configuration steps:
• Enable e-commerce transaction tracking • Implement event tracking • Implement custom variables
Google Analytics 的工作原理
Google Analytics 的賬号關系
具體使用時的步驟：
1、新增賬號，綁定相關的url，并設定跟蹤的資訊
2、在綁定的url上的網頁上加上跟蹤代碼片段
3、一定的時間後即可檢視網站的通路情況報表
這兩者的選擇依據：
Google Analytics is much easier to implement, has stronger AdWords integration, and by comparison is maintenance free.
Urchin is the best fit Select Urchin if:
• You have an intranet site behind a firewall that blocks Internet activity. Google Analytics is a hosted solution that needs access to the Internet in order to work.
• You are unable to tag your pages.
• You are a hosting provider wishing to offer visitor reports to thousands of customers. Urchin has a command-line interface that can be scripted to create and modify multiple website reports at once. That is, Urchin has greater flexibility when it comes to large-scale, multiuser deployments.