The document discusses the importance of measuring website analytics in order to improve performance. It recommends tracking different types of traffic sources, including direct, referral, and search traffic. Key metrics to analyze include keyword referrals, keyword conversions, indexed pages, bounce rate, and traffic from paid and free analytics tools like Google Analytics. The document provides tips for troubleshooting issues like falling traffic from search engines and fluctuations, and additional resources for further analytics.

1. YOU CAN’T
IMPROVE
WHAT YOU DON’T
MEASURE

2. WHY BOTHER?

3. WHAT SHOULD YOU
TRACK

4. TRAFFIC SOURCES
1. Direct Navigation
2. Referral Traffic
3. Search Traffic

5. search
Engine
sources

6. keyword
referrals

7. keyword
CONVERSIONS

8. INDEXED
PAGES

9. BOUNCE
R AT E

10. HOW SHOULD YOU
TRACK

11. PAID TOOLS FREE TOOLS
• Omniture • Google Analytics
• Fireclick • Yahoo! Web Analytics
• Mint • Clicky Web Analytics
• Sawmill Analytics • Piwik Open Source Analysis
• Clicktale • Woopra Website Tracking
• Coremetrics • AWStats
• Unica Affinium NetInsight

12. MY TOP PICK:
GOOGLE ANALYTICS

13. NOW WHAT?

14. TROUBLESHOOTING
• FALLING TRAFFIC FROM ONE
SEARCH ENGINE
• FALLING TRAFFIC FROM
MULTIPLE SEARCH ENGINES
• FLUCTUATIONS

15. ADDITIONAL RESOURCES
• Google Webmaster TOOLS
• Feedburner
• Klout