How does Google Analytics work?

We are often asked how Google Analytics works, what to look at and which stats matter the most?
I did a presentation at ACLEA called “Mastering Metrics – Ten Critical Analytics and Performance Measurement Strategies for Interactive Marketing”. You can view the slides here: http://bit.ly/MasteringMetrics
In the presentation we cover what to look at in Google Analytics, how to determine what Google’s Analytics Evangelist Avinash Kaushik calls “The Why” why people came to the site and why they left, Facebook and YouTube analytics, how to monitor your competitors key statistics (web traffic, search engine optimization performance, paid advertising) and how to monitor Social Media performance.
If you have any questions, please enter them in the comments below.