Google Analytics is a web analytics tool offered by Google that tracks and reports website traffic, currently a platform inside the Google Marketing Platform brand.
Google Analytics is used to track website activity such as session duration, pages per session, bounce rate, etc., of individuals using the site and the information on the source of the traffic. It can be integrated with Google Ads, with which users can create and review online campaigns by tracking landing page quality and conversion goals.
Goals might include sales, lead generation, viewing a specific page, or downloading a particular file.
Google Analytics’ approach shows high-level, dashboard-type data for the casual user and more in-depth data further into the report set.
Google Analytics analysis can identify poorly performing pages with funnel visualization, where visitors came from (referral), how long they stayed on the website, and their geographical position. It also provides more advanced features, including custom visitor segmentation.
Google Analytics e-commerce reporting can track sales activity and performance. The e-commerce reports show a site’s transactions, revenue, and other commerce-related metrics.