What is Google Analytics?
Google Analytics is Google's free tool that shows how people find and use your website: how many visit, where they come from and what they do.
Google Analytics measures activity on your website or app. A small piece of code, the Google tag, sends information about visits to Google, and the tool turns it into reports: how many users came, which pages they viewed, where they came from, and which important actions they took, like submitting a form. The current version is called Google Analytics 4, or GA4. It replaced the older Universal Analytics, which stopped collecting data in 2023.
Why it matters for your business: Analytics shows which marketing actually brings visitors and leads, so you can spend time and money on what works.
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