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.
术语表
<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）
访问地址
实施分析的步骤：
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 的账号关系
具体使用时的步骤：
1、注册账号，绑定相关的url，并设置跟踪的信息
2、在绑定的url上的网页上加上跟踪代码片段
3、一定的时间后即可查看网站的访问情况报表
这两者的选择依据：
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.