Google Analytics is one of the most popular tools that people use to analyze the traffic coming to their websites. It has many features, and even demanding users are not complaining. Recently, Google incorporated a few useful tools like the benchmarking feature, data sharing, and audio ad charting. With these tools you can compare your sites performance to industry benchmarks. You will also be able to see when your Google Audio ads run, in relation to your web site traffic. The benchmarking feature is especially useful since you will be able to plot your data and give you the ability to overlay various industry averages on top of your statistics. For those concerned with privacy, I would like to add that the data is anonymized and aggregated, so you do not have to worry about your competitors checking out your site’s details. On the other hand, analyzing the data included in the benchmarking feature can be useful to every webmaster. That is because it is important to know how you compare to your competitors. The only people not interested in these features might be those who simply have a website for fun and do not rely at all on the number of visitors.