Google Analytics

Google Analytics is a tool from Google that collects and reports data on how visitors use websites and apps. Site owners use the reports to check how marketing, content and products are performing.

What Google Analytics offers

• Audience insight — understand who uses a site or app.
• Performance tracking — check marketing, content and product results in one place.
• Machine learning — use Google's modelling to draw more from the data.
• Advertising links — the tool works with Google's advertising and publisher products.
• Two uses — sign-up options for personal use or for work and business.

Who it works with

Website owners, marketers and businesses of different sizes that want to understand their online audience.

Key facts

• Vendor: Google
• Cost: offered as a free tool