Google Analytics is a free tool (with the option to pay for upgraded features) that helps website owners gain insights into how people engage with their websites.

Google Analytics is a free service offered by Google. By activating the service through a Google account and registering a website, a code is received to be inserted into the registered page. With each page view, visitation statistics are sent to the system and presented to the website owner.

It was created primarily as an aid to webmasters to optimize their websites for marketing campaigns and Google AdSense. It is incorrect to think that this service automatically solves a website's problems without a webmaster involved; it only displays the information so that it can be corrected.

The system was modeled after the Urchin statistics system from Urchin Software Corporation, which was acquired by Google in April 2005. Even today, the original Urchin system for installation on computers is sold by Google as a new package.

Some examples of reports you might see in Google Analytics include acquisition reports, which show which channels your visitors are coming from, and conversion reports, which show the rate at which people are completing goals (e.g., filling out forms) on your website .