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4.4 Data Collection The tracking tool for website data collection is Google Analytics. This is a “free service offered by Google that generates detailed statistics about the visitors to a website” [46]. This is the most widely used traffic analysis tool in the world, currently used by 55.6% of all the websites [16]. It’s a very powerful tracking tool in that it provides you with detailed data on how visitors are arriving at your site, what keywords are driving the most visitors, what countries are sending the most visitors and much more detailed statistics for analysis which I will cover in the next sections. 4.4.1 Google Analytics installation Setting up Google Analytics on the site was quite simple. Since this is a free service offered by Google, all you need to do is have an existing account with them, such as Gmail. I have a Gmail account and so in order to setup the tracking tool on casadelalpiste.com I had to first login to Google Analytics, go the Account Administration panel, select New Account and fill the required fields as seen in Figure 4.20 below. Figure 4.20: Google Analytics configuration for casadelalpiste.com Once all the fields were filled out and I agreed to their Terms of Service, a new window was provided with a Javascript code. You can see a sample of the code in Figure 4.21. 67PDF Image | ANALYSIS OF THE APPLICATION OF SELECTED SEARCH ENGINE OPTIMIZATION EFFECTIVENESS ON GOOGLE’S SEARCH RANK
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