Google Analytics is a service for web analytics, which is created by Google. This service reports and tracks traffic of the website. Right now, Google Analytics is the built-in feature for Google Marketing Platform.

Google Analytics is created for giving their users tools for analyzing data of their businesses for free. High quality of analytics impact on the decision-making process for the business. With Google Analytics, users can understand their app or website guests and track their content, products, and marketing performance. Besides, Google Analytics users can have access to the machine learning capabilities and unique insights of Google. Simply saying, Google Analytics allows users to “study the online experience to improve it”. (Cliffton, 2012)

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Google Analytics is an onsite visitor-reporting tool. With Google Analytics you can track the activity of the website, for example, pages per session, bounce rate, and duration of the session. Google Analytics has a possibility of integration with Google Ads for users to review and create online campaigns by tracking conversions and landing page quality. Conversions can include lead generation, sales, downloading a particular file, and viewing a specific page.
Google Analytics is a very simple tool, which can be equipped by any person, even without knowledge of information technologies. The thing is that you don’t have to have a Masters degree in computer science to fully understand what Google Analytics is all about.

In conclusion, Google Analytics is widening of that report view to see the behaviour of visitors and all the referrals. Google can provide its users with the data from which KPIs (key performance indicators) are built and sometimes, it can provide KPI directly. It is a very easy tool for web analytics and can be acquired by anyone.

Resources:

Clifton, B. (2012). Advanced web metrics with Google Analytics. John Wiley & Sons.
https://marketingplatform.google.com/about/
https://w3techs.com/technologies/overview/traffic_analysis
https://support.google.com/google-ads/answer/1704341?co=ADWORDS.IsAWNCustomer=false&hl=en
https://web.archive.org/web/20160306092846/http://cerebromarketing.us/how-goals-work-in-google-analytics-and-adwords/
https://analytics.google.com/analytics/web/provision/#/provision