It is critical in every business that there be metrics in place to measure every possible aspect of the business so that we can gauge whether or not those aspects are getting better or worse. The more accurate and easier to obtain the metrics are, the better. Businesses need to be able to see, at a glance, information like how many units were sold for given period, what the profit margin was, what the business costs were, how many new customers, and so on. The business also needs to be able to measure the effectiveness of certain activities, including sales and marketing. For internet marketing, what we typically want to look at is how many people visit our website, where they came from, and what they did once they got there. For that, we need Google Analytics.