Is a free Web analytics service that provides statistics and basic analytical tools for search engine optimization and marketing purposes. 

Google Analytics is now the most widely used web analytics service on the internet, and is available to anyone with a Google account. 

It provides grouped information of the traffic that reaches the websites according to the audience, the acquisition, the behavior and the conversions carried out on the website.

Google Analytics is geared toward small and medium-sized retail websites. The service has limitation that make it less suited to more complex websites and larger enterprises. 

Google Analyics collects data using a combination of cookies, browsers and the JavaScript code.

It registers the activity of your user from the moment he arrives until he leaves your website and transforms it into different reports with graphs and statistical data to make it easier to know the evolution.

Its operation is based on three processes:

1. The collection of data
2. The processing thereof
3. The creation of reports.

However, to start the process, as in any strategy you should set some objectives.

Why use Google analytics?

The best question in this case would be: Why not use it?

If the implementation is for free, Google Analytics offers tools oriented to any company, which are extremely useful to obtain valuable and detailed information.

If a company implements this service, it could be able to:

• Recovery of the investment. By evaluating the sales, conversions and advertising services you use, Google tools will help you find the places where it is worth investing, to know what type of information on your site is generating more income and to give an optimal follow-up to the form where your advertising interacts with visitors.

• Track channels and multimedia elements. These features will offer valuable information about your site, such as comparisons of your website with global gender standards, and you can compare your site with others to evaluate the performance of key elements and the use of multimedia applications, among others.

• Custom Reports. They will allow analyzing the information you want and how you want it; you will be able to generate panels that facilitate the search and visualization of the data; manage multiple reports in a personalized way, automatically recognizing changes in the data patterns for intelligent tracking.

• Data query. It has a very diverse and versatile library of graphic representations, which are fully configurable. You will be able to select the values or metrics that you want to compare and analyze to generate the graph instantaneously and thus, be able to observe the interaction between any type of data.