If there’s one area where analytics is incredibly important, it is understanding the performance of your search marketing campaigns. If you are going to spend money on paid search, then you need to have some strong goals in mind so that you can accurately measure the performance of your campaigns and optimise them effectively.

Earlier this month Google launched a new Search Analytics report option within its Google Webmaster Tools platform. The report is intended to replace the existing Search Queries report, and Google plans to remove this from Webmaster Tools in about three months time.