Knowing how real-world events affect visitor behavior makes it possible to produce a 360-degree view of your business. Events are plotted directly onto your historical traffic reports making it easy to visualize the date/traffic relationship.

By overlaying planned events such as promotions or media coverage, you'll be able to visualize their effectiveness. For example are email and ad promotions driving the expected increase in visitors? Also use the event calendar to plot real-world happenings in order to see what drives traffic and what impacts traffic.

Measuring events, both planned and not, help you understand what affects your site traffic. Armed with this knowledge, you will be able to predict the impact of events and respond quickly.