As mentioned earlier, Google Analytics is divided into a structure of accounts and profiles. When data is sent to Google Analytics, it is stored in a profile. Most documentation describes a profile as data for a website. But a profile is more than just data: each profile has a number of settings that can affect the data within the profile.
A more accurate way to describe a profile is a collection of data and business rules. The business rules modify the data in the profile. In Google Analytics, the business rules are profile settings and filters (I’ll discuss filters more in Chapter 6).
Each profile can have different settings and filters, thus changing the data in each additional profile created for a website. So, even though you may have two profiles for http://www.cutroni.com, the data in the reports could be dramatically different because of the different settings and filters applied to each profile.
Why would you create multiple profiles for a single website? To create different sets of data for different types of analysis or to control data access for different users. Understanding how each setting alters the data in the profile is important when you’re setting things up.
You can access all the settings for a profile by clicking the Edit link next to each profile name (Figure 5-14).
Figure 5-14. Click Edit to access the settings for each profile ...