Without a way of measuring Internet traffic, there is no way of knowing whether your Pay Per Click and/or search engine optimisation program is working or not!
By knowing which search engines and keywords attract the most visitors by Internet tracking, it is possible to plan a successful AdWords and search engine optimisation program. It is pointless having a Pay Per Click and/or search engine optimisation program in place without Internet tracking - knowing who is visiting and how they arrived at your site.
Google Analytics focuses your website promotion and search engine optimisation resources on campaigns and initiatives that deliver ROI, and improve your site to convert more visitors. Google Analytics tells you everything you want to know about your Internet traffic including how your visitors found you and how they interact with your site. With Google Analytics, you can identify any negative change in ranking which can quickly be rectified before it becomes serious. Google Analytics provides timesaving integration with AdWords as well as all non-AdWords initiatives.
Google Analytics has the enterprise level capabilities you'd expect from high end Internet tracking and reporting software.