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Analyze web traffic data with Google Analytics and R

If you run an e-commerce site, blog or other web property there's a good chance you use Google Analytics to monitor traffic, look at visitor sources, and measure conversions. And while Google Analytics is quite powerful at looking at historic activity on your site, it lacks much in the way of predictive analytics. That's where R shines of course, and it's now quite easy to connect R to your Google Analytics account to make use of R's superior data visualization, forecasting, and other advanced analytics capabilities. Digital analytics expert Randy Zwitch explains how to use the rga package for R to access your Google Analytics data and import it into R. There, you can use all of R's capabilities to analyze the data. For example, you can use boxplots to look at the proportion of visits to a site via a Google search where the search terms are actually provided: To interface with Google Analytics you'll need an access token for the Google Analytics API console (the Tatvic Blog provides some tips for obtaining one). Once you're set up, you can run the code at the link below to create your own version of the chart above, or simply start using R to analyze your web traffic data. randyzwitch.com: (not provided): Using R and the Google Analytics API

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More Stories By David Smith

David Smith is Vice President of Marketing and Community at Revolution Analytics. He has a long history with the R and statistics communities. After graduating with a degree in Statistics from the University of Adelaide, South Australia, he spent four years researching statistical methodology at Lancaster University in the United Kingdom, where he also developed a number of packages for the S-PLUS statistical modeling environment. He continued his association with S-PLUS at Insightful (now TIBCO Spotfire) overseeing the product management of S-PLUS and other statistical and data mining products.<

David smith is the co-author (with Bill Venables) of the popular tutorial manual, An Introduction to R, and one of the originating developers of the ESS: Emacs Speaks Statistics project. Today, he leads marketing for REvolution R, supports R communities worldwide, and is responsible for the Revolutions blog. Prior to joining Revolution Analytics, he served as vice president of product management at Zynchros, Inc. Follow him on twitter at @RevoDavid