Google Analytics is a free web analytics service offered by Google that tracks and reports website traffic. It is used to understand how users interact with a website, such as how many people visit the site, where they come from, and what pages they view.
Google Analytics allows businesses to track a wide range of metrics, such as:
Number of visitors: How many people visit the site, and how often they return.
Traffic sources: Where visitors come from, including search engines, social media, and referral sites.
Audience demographics: Information about the age, gender, location, and interests of visitors.
Behaviour: What pages visitors view, how long they stay on the site, and what actions they take, such as filling out a form or making a purchase.
Conversions: How many visitors complete a specific action, such as signing up for a newsletter or making a purchase?
Google Analytics can also be integrated with other tools such as AdWords, Search Console, and Tag Manager.
In addition, it provides businesses with insights that can help them to optimize their website and online marketing campaigns, such as identifying which pages have high bounce rates, where visitors are dropping off during the checkout process, or which campaigns are driving the most conversions.
Web analytics in general refers to the measurement, collection, analysis and reporting of data from a website in order to understand and optimize its usage and performances. Google Analytics is just one of the many web analytics tools available, and other examples include Adobe Analytics, Piwik, and Click.