Google Analytics (GA) is a powerful tool for analyzing Web site usage. It enjoys strong uptake in the library world and beyond. Its popularity in libraries is unsurprising -- it's free and librarians like free. Additionally, it's powerful, it's easy to use, and there's a massive support community (both library and nonlibrary) out there. The author wrote about getting started with Google Analytics for the May/June 2011 issue of ONLINE, so if you're new to the tool, that's a good place to start. For users who've been at it a while, however, he wanted to look at some of the more advanced or lesser-known features that can take your analytics to the next level. Out of the box, GA does some pretty amazing stuff, but dig deeper and there's functionality available that is even more impressive. Note there are two Google Analytics interfaces -- the classic one and a recently refreshed version, which Google calls version 5.0.
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