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  In a lot of ways,   Google Analytics   is like the eyes and ears of   your website . The popular free tool automatically collects helpful data for you, so you can better understand, serve and build your online audience -- and your customers. Having a website but not knowing how people use it is like talking without listening. Whether you're selling products, driving customers to offline stores or building your brand, Google Analytics takes the guesswork out of measuring how well you're achieving your website goals. We spoke with Daniel Waisberg, anayltics advocate at Google, who provided some useful tips about how to use the popular tool. Here are 10 essential questions to ask when using Google Analytics to track and improve your company's website: 1. Why is it important to gauge my website metrics in the first place? Knowing precisely what your website visitors -- who are often current and potential customers -- like and dislike about your site can help you reach your ov