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Google Analytics Is Free

Marketers who need answers on why consumers don't flock to their company's Web site might want to start using Google Analytics to gain a little insight, according to Ron Jones. After all, it's a free tool. To get started tracking and analyzing traffic, add a "small chunk of JavaScript code to each page you want to track on your Web site," explains.

Google's tool also offers a variety of reports. Jones lists four, from "Overview Report," to "Site Overlay," describing when, how and why to use each. Google Analytics allows users to add the reports to front-page dashboard for easy access. Just click on the "Add to Dashboard" icon in the upper left.

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