Google Analytics is a software service offered by Google that tracks and reports website and app traffic. Google Analytics has undergone several updates since its inception and is currently on its 4th iteration — also known as GA4. The previous version was called Universal Analytics. As of July 1, 2023, Universal Analytics ceased collecting new data, with Google Analytics 4 succeeding it as the primary analytics platform. GA4 is more flexible and robust than universal Analytics (UA).

Google Analytics is used to track website activity such as session duration, pages per session and the bounce rate of individuals using the site, along with the information on the source of the traffic. Marketing managers can see their user’s behavior across all of the channels, identify trends and make predictions of future behavior.