The internet is wonderful for marketers. Traffic can be measured really finely and the whole marketing-sales loop actually can be measured. Unlike TV or radio, internet firms know exactly what they spend on bringing traffic to their websites and how much these firms make off of each visitor. Metrics is super-important and is a differentiator.

Of course, Google (NASDAQ: GOOG) has its long tentacles everywhere. Google has been providing many websites with free analytics software integrated with its paid-links AdWords, so website operators can measure the effectiveness of search engine marketing efforts, as well as measuring traffic into and out of their websites. Omnitron (NASDAQ: OMTR) is a big player in this space following its purchase of competitor Visual Sciences.

So, it's interesting to read this morning that Google is now making its Urchin software available for public beta use. Google's Urchin is similar to Analytics except that the software is installed on clients' servers, instead of just plugging in some code on a website. Urchin seems to be a beefed-up version of Analytics, and now organizations with a lot of content behind a firewall can use Google software to analyze their web metrics. As more and more companies rely upon Google's marketing arm to drive internet traffic, Google's monetization arm to help monetize traffic on websites, Google's shopping cart, and Checkout, metrics is the grease that makes all these things work in harmony.

This means more money for Google's clients, and ultimately more money for the internet's Big Daddy, Google.

Zack Miller is the Managing Editor of IsraelNewsletter.com and a former equity analyst for a leading multinational hedge fund. Author owns a long-term position in Google stock and uses Google products to manage his firm's website.

Metrics industry heating up with Google's Urchin public debut originally appeared on BloggingStocks on Sun, 03 Feb 2008 16:10:00 EST. Please see our terms for use of feeds.