What You Measure You Can Improve
Analytics is the core discipline of successful online marketing. Without it, we have no rudder to steer the ship (campaign) and are beholden to the winds of fancy, guesswork and whim. Analytics allow us to do what nothing else has done in the past – instantly optimize and tweak our efforts to reap the most benefit from any promotion or marketing campaign.
Google has provided their free tool, Google Analytics, for many years now. It is extremely powerful and effective, and is sufficient for most businesses.
Web Analytics – What You Measure You Can Improve