Google Analytics is a service offered by Google to help websites generate statistics about traffic, sources of traffic, and sales. Basic Google Analytics is free, but for a fee, Google allows users to track even more detailed information about the activity occurring on their websites. According to Entrepreneur, Google Analytics serves as the eyes and ears of websites by gathering information that helps those websites capture even more visitors.
Website builders utilize Google Analytics by creating an account and then embedding the HTML code provided by Google Analytics into the back end of their website. Google Analytics then tracks the website's unique visitors, number of page views, ad clicks, social media shares, video plays and referral sources. It also tracks the duration of visits and other information that helps website owners better understand the demographic of their visitors so that they can more accurately meet their needs.
These statistics also help websites assess what keywords are bringing in traffic, which social networking sites are working for them, which outside sites are referring them, and what methods of promotion are bringing in repeat visitors. Also, Google Analytics reports are customizable, so users can decide exactly what information they want to keep track of.