The latest version of Google Analytics is designed so that advanced users can do more sophisticated analysis, but is also meant to support non-technical users. For example, users can set up customized dashboards and e-mail reports that present them with data that they need most. Google Analytics summarizes data and statistics in plain language, so that any site owner can use the data to make informed decisions.

The changes help Google to achieve its stated goal for offering a free analytics product: to provide a better experience for users online. By offering analytics to every site owner, Google hopes to help them identify problems and create better sites.

Of course, Google benefits from this product as well. Sites that use analytics will theoretically be able to improve their sites and make more sales. Those site owners would likely turn to Google's AdWords program, which is integrated with Google Analytics, to drive more traffic to their sites. Healthy companies are healthy advertisers.

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