This document provides an overview of setting up and using Google Analytics to analyze website traffic. It discusses the basic setup steps, including creating accounts, adding tracking code, and configuring properties. It then covers linking analytics to other Google tools, setting up users and permissions, and configuring settings and views. The document outlines techniques for segmentation and context analysis. It defines common goals, objectives, and metrics for web analytics. Finally, it provides an example measurement plan for an online real estate site.