Google Analytics is a powerful web analytics tool developed by Google that helps businesses and website owners track and analyze their online traffic. It provides valuable insights into user behavior, including the number of visitors, their demographics, how they interact with a website, and which pages perform best. With features like real-time data tracking, goal setting, and conversion analysis, Google Analytics enables businesses to optimize their digital marketing strategies, improve user experience, and increase overall website performance. By integrating with other Google services like Google Ads, it helps marketers measure the effectiveness of their campaigns and make data-driven decisions to enhance engagement and growth.