Google Analytics is a web analytics tool used to understand how people visit and use a website or app. It can show traffic sources, popular pages, engagement, events, and conversion activity.
What it measures
Google Analytics can track page views, sessions, events, referrals, search traffic, campaign performance, and goals such as sign-ups or purchases. This helps site owners see what is working and what needs improvement.
Why it matters
Without analytics, a website owner has to guess what visitors do. Analytics makes it easier to compare pages, test changes, understand user behavior, and improve content or marketing decisions.
Privacy and consent
Analytics tools can involve cookies, identifiers, and user data, so site owners should configure them carefully and follow privacy laws and consent requirements where they apply.