As the internet becomes a dominant platform for digital marketing, gaining a strong online presence is critical for any business. A great website not visited by many people is a waste of investment. In order to make sure that the website is driving targeted traffic, you must have a digital marketing plan in place and critical part of this plan is performance measurement. By using analytics data to measure the performance, you have control over ROI tracking for various goals that you have set for the campaign. Google Analytics (http://www.google.com/analytics/) is a free tool that provides you with in-depth analysis of  website performance for traffic driven by one or more strategies that you have implemented in your digital marketing campaign. Understanding this data is crucial for the success of the campaign. For example, if there are certain keywords that are driving more traffic than others, you focus on dominating the market with these keywords. Also, by understanding visitor behavior on the site, you can improve visitor experience in navigating the site.

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