Google Analytics is a freemium marketing and analytics platform that tracks and reports website traffic. It allows you to measure digital marketing effectiveness with features like real-time reporting, user flow visualization, funnel analysis, segmentation, and much more. It is the most popular website statistics tool, and integrates seamlessly with other Google services like AdWords and Search Console.

Google Analytics collects data through a JavaScript tag that, once added to every page of the website, gathers visitor information. The tracking code runs in the client browser and is reliant on cookies.