What is Google Analytics?

Free online statistical analysis tool offered by Google that provides detailed real-time reports on traffic generated by a particular website. Measurements include information on how users have accessed a website (number of visits, where they originate, keywords used to search, what search engines were used and what type of browser...) and describes their interaction with it (visit duration, pages visited, ...).

By understanding audience behaviour the program enables investment to be supervised and marketing campaigns to be easily evaluated to optimise their performance.

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