In the following URL from your website, the “category” parameter serves only to display a specific banner on the page but does not otherwise dictate page content:
Because this URL parameter does not determine significant differences, it makes sense to exclude it from both Google search engine indexing and Google Analytics.
In Google Webmaster Tools, you can direct the Google search engine to consolidate or ignore specific URL parameters. One of the main benefits here is to consolidate inbound link value towards a specific URL, so all link equity flows to /faq.aspx (for better Google rankings) instead of being divided among /faq.aspx?category=tents, /faq.aspx?category=boots, and /faq.aspx?category=backpacks.
In Google Analytics, excluding URL query parameters in your profile settings can make your Content reports much easier to interpret.
Before you exclude or consolidate URL parameters in Google Webmaster Tools, make sure to understand each setting so do don’t inadvertently eliminate unique page content from the Google search index. In Google Analytics, make sure to designate a completely separate raw profile before you apply any profile settings or filters.