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Google acquired Urchin on last March. Now it has converted to Google Analytics.

This is what Google Analytics offer:

Learn how visitors interact with your website and identify the navigational bottlenecks that keep them from completing your conversion goals. Find out how profitable your keywords are across search engines and campaigns. Pinpoint where your best customers come from and which markets are most profitable to you. Google Analytics gives you this and more through easy-to-understand visually enhanced reports.

The software originated from Urchin perform analysis on your website traffic, study the visitor’s surfing behavior and from there you could identified where’s the bottlenecks or strength in terms of the advertisement potential. Should give it a try.