Google Analytics

No surprise here: Google is entering the world of Web analytics with a simple-to implement solution that provides useful reports. Bonus: It's free. Extra bonus: It integrates with AdWords, so you have another tool to help with keyword optimization.

Too many site owners don't devote sufficient time or attention to analytics, and thus miss an opportunity to gather readily available information about site performance, referral sources, and audience interests. Two reasons:

1. Implementation of reporting generally happens at the infrastructure level, so marketers see it as an IT-centric activity.
2. The reports can be seen as difficult to interpret.

Google is addressing #1 by making implementation a DIY activity for anyone with basic HTML skills. At first glance, the reports, which are apparently generated by Urchin software, are pretty clear. However, this is where a good analyst, who can assist with interpretation, is worth the money.