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.