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NEW YORK Google said it has reached an agreement to buy Urchin, a maker of Web analytics software that helps businesses track and improve sales on their Internet sites.
The deal, which is expected to close in April, would greatly enhance Google’s ability to give advertisers tools to track the performance of their advertising, and to make adjustments that improve their return. Google already offers rudimentary conversion tracking tools that allow advertisers to tie their ad spending to their site sales by embedding a piece of code into their conversion Web pages.
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