Google Analytics is a widely used web analytics tool for websites provided by Google. It enables website operators to collect and analyse data about visitors to their website, such as the number of visitors, length of stay, bounce rate, origin, devices used and behaviour on the website.

With this information, website owners can optimise their website by improving usability, customising content and running targeted marketing campaigns. Google Analytics also offers integrations with other Google products such as Google Ads and Google Search Console, making it a valuable tool for search engine optimisation (SEO) and online marketing strategies.