My favorite feature of Google Analytics, by far, is the Site Overlay feature.  Basically it allows you to optimize the real estate on your website by placing an overlay on your website that shows which URLS are being clicked on by your customers.  This tool will give you insight into optimizing your banners and link locations based on their click thru rate.

Pros: Allows you to view click through rate.  As a bonus, it will show goal completions (only works if you have goals setup).

Cons: If you have the same link on your page, it will show the click through rate as a combined count and not for each individual text link.  For example, if you have 2 contact us links on your home page, one in the header and one in the footer, and they both link to http://www.mysite.com/contactus it will collect the clicks for that URL and not for the text link.  If some one clicks on the header, it will show that the footer has been clicked on as well.

Using it: Its simple.  Log in to your Google Analytics account.  Go to your website profile. On the Right hand navigation click Content -> Site Overlay.  This opens up a new window.

Need help analyzing the data in your Site Overlay?  Call or email one of our experts today for a free analysis of your Google Analytics Site Overlay metrics.