Google Analytics is a free web analytics service provided by Google that tracks and reports website traffic. It allows website owners and marketers to monitor key metrics such as the number of visitors, their behavior on the site, and how they interact with the content.

Google Analytics tracks user behavior through a tracking code that is installed on each page of the website. This code collects information about the user’s device, location, and the pages they visit, as well as their behavior, such as how long they spend on the site, which pages they view, and whether they complete certain actions, such as making a purchase or filling out a form.

Some of the key features of Google Analytics include:

1. Audience Reports: This provides information about the demographics, interests, and behaviors of the site’s visitors.
2. Acquisition Reports: This provides information about where the site’s traffic is coming from, including search engines, social media, and referral sites.
3. Behavior Reports: This provides information about how visitors interact with the site, including how long they stay on each page and which pages they visit.
4. Conversion Reports: This provides information about the site’s conversion rate, including how many visitors are completing desired actions, such as making a purchase or filling out a form.

Google Analytics also provides real-time data, allowing users to monitor the site’s performance in real-time and make adjustments as needed. The platform is highly customizable, allowing users to set up custom reports, goals, and alerts to monitor specific metrics.

Overall, Google Analytics is a powerful tool for website owners and marketers, providing valuable insights into website performance, user behavior, and marketing effectiveness.