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Working Through Analytics

Analyze the overall mix of the campaign, identity who or what sends the site traffic, and consider the source. Tom Demers explains how to extract meaning quickly when traffic on your company's Web site jumps or declines and you're asked to explain not only what happened, but why it happened.

Screen shots walk you through a variety of features in Google Analytics. "While you could certainly do more in-depth analysis than that outlined above," it's a good start for small small business owners and small marketing departments to get a quick handle on the way that their numbers are changing and the reasons for the changes, Demers writes.

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