Google Analytics is a free tool provided by Google that helps website owners analyze their websites.
More specifically, it helps owners to:
- learn more about their audience location
- find out what content performs the best
- analyze where visitors are coming from (organic search, backlink, advertisement, etc.)
- learn about visitor’s behavior
- see session duration, bounce rates, page views, etc.
- what users search inside the website
- set goals (like purchasing or filling out the form) and see how users get there and what is the point where they drop out of the funnel
Google Analytics is a good tool since it is free, offers automated data collection, analysis, and visualization, allows you to customize your reports, integrate other tools, and intuitively navigate the platform. However, in order to use the tool to its fullest, it is better to spend time learning how to use find all website statistics and how to interpret them.
