Carolyn Marshall:Okay, I'm going to stick my neck out here and ask a really stupid question, mainly because I am not that familiar with analytic programs. What purpose does the GA serve other than something else to take up a bunch of your time and drive you NUTS from what I've been reading? Does anyone really use it for anything other than just to see how many visits you've had on a curiosity level?
Well, it depends on what you're looking to accomplish. I use it to know how people get to my site, where they are, and what they look at when they're on my site. I can then use that information to (for instance) tune my advertising. I registered my photography business with google's local search results, and I used google analytics to decide whether that was a good move or not (it was), based on looking at traffic sources to my site.
It turns out that most people who find me through search engine queries are doing searches for a photographer near the city where I live. Since my business pops up in the local business results list, people find it, and then come visit me, and then call me. I've won a good amount of business this way, and I never would have been able to objectively and quantitatively say whether it was effective advertising for me without being able to see the effects through my google analytics trend statistics.
It's unfortunate that the google analytics integration for our accounts does not extend to the shopping cart. If it did, then you could use that integration to track visitors paths through your site, and determine which paths lead to sales, and which don't.
At the very least, you can use the integration to get an idea of what the most popular galleries and (depending on how you've got your pictures organized) categories of your work.